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David Hallerman Principal Analyst J U L Y  1 4,  2 0 1 1 Best Practices for Email Marketing Sponsored by:
What we’ll look at today… <ul><li>Email is not dead:  key factors that support continued growth </li></ul><ul><li>Getting ...
Email’s Not Dead (far from it)
Email volume and revenue both showed greater  increases  over the course of last year
Email is the big-time  favorite  channel for hearing about sales or other promotions
More people  join  email lists than become social network fans
However, most people are  overwhelmed  by the piles of email they get daily
Many marketers want a piece of  “your”  customer’s time and attention
What do people  want ?  Two things… <ul><li>Value </li></ul><ul><li>Money </li></ul><ul><li>Meaning </li></ul><ul><li>Rele...
Your customer is rarely your friend—they  want  from you just as certainly as you  want  from them
Getting and Keeping Customers (acquisition and retention)
Customer retention and acquisition are leading marketing  priorities
Customer  acquisition Proven ways to get new subscribers <ul><li>Ask, ask, ask:  make it easy to opt-in, reduce barriers <...
Welcome is the customer “behavior” most used by marketers—and it can  color  much that follows
Customers rarely  fall in love  with the company (anyway, one kiss ain’t enough)
Customer  retention Proven ways to keep people around <ul><li>Customize email content:  personalization builds relationshi...
Email marketing’s central theme: improving long-term customer  relationships
Customer  relationships  are more than a cliché—nurture them over time
Trust and loyalty go together in all  relationships,  even commercial ones—and especially with email
Marketing that people  trust : Email always on top (and bottom)
Build and Maintain Effective Lists (more data, more complex)
Tips to  grow  and  sustain  a strong email marketing list <ul><li>Submission does not equal subscription:  confirm it wit...
Top metrics marketers use to gauge their interactive  performance 55% in study cited  building opt-in email lists  as a to...
Email list data quality reaches peak with  full-scale opt-in  (a committed audience) Single Opt-In Affiliate Network or Fo...
Email marketing tactics that best  build  opt-in lists
Pre-populating sign-up check boxes  undercuts  opt-in’s vitality
Pre-checking opt-in boxes may  sacrifice  quality for quantity
Slow and steady—don’t ask for too much info at once. Get it  over time  instead
Multistep registration helps  attract  new subscribers
Maintaining good lists typically requires regular  check-ups  with customers
Main reasons internet users  delete  emails without ever opening them
Well-maintained email lists drive greater  deliverability
Create Relevant Emails (segmentation and targeting)
How do you get people’s  attention  when so many are sick and tired of marketing messages?
Some key ways to  segment  and  target  email audiences <ul><li>Customers vs. prospects:  helps determine offer needed </l...
Personalized email is still at a  rudimentary stage  for many—and so that’s a way to get a leg up on the competition
Effective targeting means  less  is more
Effective segmenting means  more  is more
Accurately segmented lists tend to increase  relevance , which also encourages recipients to  open  the emails
However, targeting individuals with relevant content is the single most significant  challenge  to effective email marketing
Irrelevant messages are a main reason why people  unsubscribe  to permission email
Benefits of Automation (ESPs or in-house systems)
Automating email is  required  to make many moving parts fit together
Key  automation  concepts <ul><li>Delivering the right message to the right person at the right time… </li></ul><ul><li>Ri...
But it’s not just press and send to implement robust  automation
Marketers use  ESPs  for gauging email’s effects and increasing relevance–as well as for automation
Benefits of  ESPs <ul><li>Deliverability:  good ones automatically check outgoing emails for spam problems </li></ul><ul><...
Benefits of  in-house  software <ul><li>More cost-effective:  no extra spend associated with any sends </li></ul><ul><li>S...
With an ESP or without,  technology  is crucial for sending relevant (lifecycle) emails
Marketers who fully  understand their needs  will be more likely to engage an ESP that has product features they need
Test and Measure (rinse and repeat)
Infinite loop : Test and measure and test and measure and test and measure
Testing practices: A few ways to  improve  your email marketing <ul><li>Name:  add brand name to subject line </li></ul><u...
Test types of  welcomes , then layer offer/no-offer variables on top of that
The main reasons marketers  do not test  emails are solvable <ul><li>Don’t  know  how </li></ul><ul><li>Campaign  timeline...
Measuring test results is also an excellent way to  segment  customer lists
Metrics tracked varies, based on email marketer’s level of  experience
Beyond the Email Silo (integrating social and mobile)
The best don’t do email marketing, but rather they  include email  as part of overall marketing campaigns
Making email more  social  than ever before—and more effective, too <ul><li>Acquisition resource:  try email-only promotio...
Brand relationships:  A mix  of email opt in and social network fandom
However,  more people  get opt-in email than follow brands on Facebook
The  passalong —email’s original social element—still sways purchase decisions
Positive word of mouth is often email’s goal,  amplified  by social venues
Marketers who  listen  increase the odds that people will talk about them
Brand advocates and regular internet users talk about products primarily through  three platforms
Email-generated word-of-mouth often occurs  outside  of the digital space
Email is a core channel that people use to  discuss  products and services
What is prime content for  sharing —at least in the commercial space?
More pieces to  mobile  email marketing than just correct formatting
Reaching people everywhere with a smart  mobile  strategy <ul><li>Design it:  develop mobile versions of emails to accommo...
Mobile’s  personal  side leads to closer relationships and increased retention
Mobile email more likely to  drive purchases  than any other mobile channel, but social contributes strongly too
Mobile users by far prefer email for  hearing  from their favorite companies (text messages far less so)
Mobile and email together—a doubly  personal  environment for marketing
Conditions under which college students would  accept  smartphone ads
Conclusions
<ul><li>The right message to the right person at the right time. </li></ul><ul><li>Email marketing best practices in one s...
LYRIS OVERVIEW July 2011
Case Study: Joy the Store
Lyris Worldwide <ul><ul><li>Customers 10K+ Employees 220+ OTCBB: LYRI.OB </li></ul></ul><ul><ul><li>Lyris HQ – In-Cloud Ly...
Our Solutions. Your Choice. <ul><li>Secure and Reliable </li></ul><ul><li>User Oriented </li></ul><ul><li>Pay-as-you-go </...
Global Customers RETAIL MEDIA & ENTERTAINMENT FINANCIAL SERVICES TECHNOLOGY HOSPITALITY PUBLISHING NON-PROFIT AGENCIES EDU...
Best Practices for Email Marketing Questions & Answers Registrants will receive an email tomorrow that includes a link to ...
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eMarketer Webinar: Best Practices for Email Marketing

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Join eMarketer Principal Analyst David Hallerman as he spotlights today’s best practices for email and offers tips for making it an integral part of overall marketing success.

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eMarketer Webinar: Best Practices for Email Marketing

  1. 1. David Hallerman Principal Analyst J U L Y 1 4, 2 0 1 1 Best Practices for Email Marketing Sponsored by:
  2. 2. What we’ll look at today… <ul><li>Email is not dead: key factors that support continued growth </li></ul><ul><li>Getting and keeping customers: essentials of acquisition and retention </li></ul><ul><li>Build and maintain effective lists: more data than ever increases complexity </li></ul><ul><li>Creating relevant emails: best techniques for segmentation and targeting </li></ul><ul><li>Automation’s benefits: pros/cons of ESPs vs. in-house </li></ul><ul><li>Test and measure: ways to improve this ongoing and essential process </li></ul><ul><li>Beyond the email silo: integrating email marketing with social and mobile </li></ul>Twitter – #eMwebinar
  3. 3. Email’s Not Dead (far from it)
  4. 4. Email volume and revenue both showed greater increases over the course of last year
  5. 5. Email is the big-time favorite channel for hearing about sales or other promotions
  6. 6. More people join email lists than become social network fans
  7. 7. However, most people are overwhelmed by the piles of email they get daily
  8. 8. Many marketers want a piece of “your” customer’s time and attention
  9. 9. What do people want ? Two things… <ul><li>Value </li></ul><ul><li>Money </li></ul><ul><li>Meaning </li></ul><ul><li>Relevance </li></ul><ul><li>Control </li></ul><ul><li>Opt-in or opt-out </li></ul><ul><li>Frequency, content… </li></ul><ul><li>Channel </li></ul>Twitter – #eMwebinar
  10. 10. Your customer is rarely your friend—they want from you just as certainly as you want from them
  11. 11. Getting and Keeping Customers (acquisition and retention)
  12. 12. Customer retention and acquisition are leading marketing priorities
  13. 13. Customer acquisition Proven ways to get new subscribers <ul><li>Ask, ask, ask: make it easy to opt-in, reduce barriers </li></ul><ul><li>Don't ask too much: get customer data over time </li></ul><ul><li>Offer control from day one: such as frequency, content, format </li></ul><ul><li>Target prospects: through other channels, like search or store </li></ul><ul><li>Tailor landing pages: different depending on source, other info </li></ul><ul><li>Launch new, targeted products: an acquisition strategy </li></ul><ul><li>Promotions: free trials, discounts, events, content, bundles </li></ul><ul><li>Keep pitch focused: handful of benefits and one call-to-action </li></ul><ul><li>Incentives after first touch: make part of welcome message </li></ul><ul><li>View acquisition as a process: it’s not a single event </li></ul>Twitter – #eMwebinar
  14. 14. Welcome is the customer “behavior” most used by marketers—and it can color much that follows
  15. 15. Customers rarely fall in love with the company (anyway, one kiss ain’t enough)
  16. 16. Customer retention Proven ways to keep people around <ul><li>Customize email content: personalization builds relationship </li></ul><ul><li>Customize landing pages: one size does not fit all </li></ul><ul><li>Leverage customer data: to modify and target offerings </li></ul><ul><li>Ask, ask, ask: request more info, with clear reason why </li></ul><ul><li>Dialogue: make it easy to reach a real person </li></ul><ul><li>Opinions: ask people what they think, surveys w/incentives </li></ul><ul><li>Unhappy: respond quickly to any customer dissatisfaction </li></ul><ul><li>Be personal: unique and uniform tone—people not corporations </li></ul><ul><li>Incentives: some kind of value-add, not just for newbies </li></ul><ul><li>Triggered incentives: such as coupons after $XX spent </li></ul><ul><li>Question: ask why established customer leaves, incentives too </li></ul>Twitter – #eMwebinar
  17. 17. Email marketing’s central theme: improving long-term customer relationships
  18. 18. Customer relationships are more than a cliché—nurture them over time
  19. 19. Trust and loyalty go together in all relationships, even commercial ones—and especially with email
  20. 20. Marketing that people trust : Email always on top (and bottom)
  21. 21. Build and Maintain Effective Lists (more data, more complex)
  22. 22. Tips to grow and sustain a strong email marketing list <ul><li>Submission does not equal subscription: confirm it with double opt-in and secure code </li></ul><ul><li>Check back in periodically: with your inactive subscribers </li></ul><ul><li>Make it easy: include link to subscription administration center that’s more than just unsubscribe </li></ul><ul><li>Be consistent: always send from the same address </li></ul><ul><li>Provide a real email address: for feedback or general uses </li></ul><ul><li>Provide a real-world address: to encourage confidence </li></ul><ul><li>Quality over quantity: to increase deliverability </li></ul><ul><li>Respect data: that shows your emails are not of interest </li></ul><ul><li>Two-way street: Acknowledge all subscription changes </li></ul>Twitter – #eMwebinar
  23. 23. Top metrics marketers use to gauge their interactive performance 55% in study cited building opt-in email lists as a top interactive marketing goal in 2011
  24. 24. Email list data quality reaches peak with full-scale opt-in (a committed audience) Single Opt-In Affiliate Network or Forward to Friend Purchased List or List Rentals Double or Confirmed Opt-In
  25. 25. Email marketing tactics that best build opt-in lists
  26. 26. Pre-populating sign-up check boxes undercuts opt-in’s vitality
  27. 27. Pre-checking opt-in boxes may sacrifice quality for quantity
  28. 28. Slow and steady—don’t ask for too much info at once. Get it over time instead
  29. 29. Multistep registration helps attract new subscribers
  30. 30. Maintaining good lists typically requires regular check-ups with customers
  31. 31. Main reasons internet users delete emails without ever opening them
  32. 32. Well-maintained email lists drive greater deliverability
  33. 33. Create Relevant Emails (segmentation and targeting)
  34. 34. How do you get people’s attention when so many are sick and tired of marketing messages?
  35. 35. Some key ways to segment and target email audiences <ul><li>Customers vs. prospects: helps determine offer needed </li></ul><ul><li>Purchases: provides details based on demonstrated interests </li></ul><ul><li>Engagement: requires robust data to analyze earlier email click-throughs to gauge interest or customer intentions </li></ul><ul><li>Time on list: indicates what to offer, especially when combined with three methods above </li></ul><ul><li>Location: create messages relevant to communities or regions </li></ul><ul><li>Dynamic content: variable sections within email templates, instead of distinct mailings for segments </li></ul><ul><li>Customer value: furthers relationships by frequency and spending </li></ul><ul><li>Sophisticated segmentation: to avoid targeting based on purchases for others (like a clothing gift to my wife) </li></ul>Twitter – #eMwebinar
  36. 36. Personalized email is still at a rudimentary stage for many—and so that’s a way to get a leg up on the competition
  37. 37. Effective targeting means less is more
  38. 38. Effective segmenting means more is more
  39. 39. Accurately segmented lists tend to increase relevance , which also encourages recipients to open the emails
  40. 40. However, targeting individuals with relevant content is the single most significant challenge to effective email marketing
  41. 41. Irrelevant messages are a main reason why people unsubscribe to permission email
  42. 42. Benefits of Automation (ESPs or in-house systems)
  43. 43. Automating email is required to make many moving parts fit together
  44. 44. Key automation concepts <ul><li>Delivering the right message to the right person at the right time… </li></ul><ul><li>Right message: Inserting dynamic content into emails is an aspect of targeting. Using data on consumer actions, you can insert specific content into individual emails on a mass scale. </li></ul><ul><li>Right person: For relevant communication, you need accurate and somewhat extensive information about each individual. By integrating customer and marketing databases, you can segment more effectively. </li></ul><ul><li>Right time: Triggered emails get sent automatically following a customer’s action. That could be an immediate message to thank a new customer, or a series of emails spaced over many months designed to keep the brand top-of-mind for a prospect. </li></ul>Twitter – #eMwebinar
  45. 45. But it’s not just press and send to implement robust automation
  46. 46. Marketers use ESPs for gauging email’s effects and increasing relevance–as well as for automation
  47. 47. Benefits of ESPs <ul><li>Deliverability: good ones automatically check outgoing emails for spam problems </li></ul><ul><li>Relationships: with ISPs, to help you stay on good terms </li></ul><ul><li>Compliant: techniques like staggering large mailings into short bursts </li></ul><ul><li>Flexibility: tends to put control back into the marketer’s hands </li></ul><ul><li>Easier: tools that allow marketers with little coding knowledge to create HTML emails </li></ul><ul><li>Extras: such as pre-formatted email surveys, embedded web forms, built-in analytics </li></ul><ul><li>Changes: more marketing-automation services means greater database integration (making ESPs more competitive with large in-house email systems) </li></ul>Twitter – #eMwebinar
  48. 48. Benefits of in-house software <ul><li>More cost-effective: no extra spend associated with any sends </li></ul><ul><li>Simpler bottom line: no worry about the ROI for each individual send </li></ul><ul><li>Better integration: with multiple in-house databases </li></ul><ul><li>More internal customization: such as getting CRM tools to work with email software and other data </li></ul><ul><li>Effective segmentation: easier to segment email when the data that defines the groups are all in one place </li></ul><ul><li>Security: your own system behind your own firewall gives greater defense against potential problems </li></ul><ul><li>Tight control: if you have the in-house resources to handle extensive details of email campaign </li></ul>Twitter – #eMwebinar
  49. 49. With an ESP or without, technology is crucial for sending relevant (lifecycle) emails
  50. 50. Marketers who fully understand their needs will be more likely to engage an ESP that has product features they need
  51. 51. Test and Measure (rinse and repeat)
  52. 52. Infinite loop : Test and measure and test and measure and test and measure
  53. 53. Testing practices: A few ways to improve your email marketing <ul><li>Name: add brand name to subject line </li></ul><ul><li>Size: alter length of subject line </li></ul><ul><li>Targeted: try first or last name personalization on subject line </li></ul><ul><li>Others: show the number of existing subscribers on sign-up pages </li></ul><ul><li>Links: change email link from text to button, or vice versa </li></ul><ul><li>Images: add small, relevant image near the call-to-action </li></ul><ul><li>Ease: add second unsubscribe link at email’s top (like Groupon) </li></ul><ul><li>Money: try offer as percent-off or dollars-off </li></ul><ul><li>One: test one variable by segment (males/females or geography) </li></ul><ul><li>Test everything: frequency, call-to-action, design, when sent, which segments sent to, repeating offer, landing pages, from line, etc. </li></ul>Twitter – #eMwebinar
  54. 54. Test types of welcomes , then layer offer/no-offer variables on top of that
  55. 55. The main reasons marketers do not test emails are solvable <ul><li>Don’t know how </li></ul><ul><li>Campaign timeline is too short </li></ul>Twitter – #eMwebinar
  56. 56. Measuring test results is also an excellent way to segment customer lists
  57. 57. Metrics tracked varies, based on email marketer’s level of experience
  58. 58. Beyond the Email Silo (integrating social and mobile)
  59. 59. The best don’t do email marketing, but rather they include email as part of overall marketing campaigns
  60. 60. Making email more social than ever before—and more effective, too <ul><li>Acquisition resource: try email-only promotions to encourage consumers to opt-in </li></ul><ul><li>Retention resource: use email to encourage subscribers to follow you on social media (and get further benefits) </li></ul><ul><li>Socialize email: personalize email offers with product review content and comments from current subscribers </li></ul><ul><li>Special offers: consider extras to give to people who are both subscribers and fans </li></ul><ul><li>Track it: not only configure content for passalongs and other sharing, make sure that’s part of your reporting too </li></ul><ul><li>Recognize difference: followers and subscribers are not alike </li></ul><ul><li>Listen: find out what your target audience is talking about, to help create more targeted, relevant email campaigns </li></ul>Twitter – #eMwebinar
  61. 61. Brand relationships: A mix of email opt in and social network fandom
  62. 62. However, more people get opt-in email than follow brands on Facebook
  63. 63. The passalong —email’s original social element—still sways purchase decisions
  64. 64. Positive word of mouth is often email’s goal, amplified by social venues
  65. 65. Marketers who listen increase the odds that people will talk about them
  66. 66. Brand advocates and regular internet users talk about products primarily through three platforms
  67. 67. Email-generated word-of-mouth often occurs outside of the digital space
  68. 68. Email is a core channel that people use to discuss products and services
  69. 69. What is prime content for sharing —at least in the commercial space?
  70. 70. More pieces to mobile email marketing than just correct formatting
  71. 71. Reaching people everywhere with a smart mobile strategy <ul><li>Design it: develop mobile versions of emails to accommodate your audience and their needs </li></ul><ul><li>Play well together: mobile web landing pages need to match any call-to-action in mobile email </li></ul><ul><li>Make it quick: if subscribers can’t readily respond from mobile, they’ll move on to something else </li></ul><ul><li>Email isn’t SMS: ask again if list subscribers want to opt-in to text messages; don’t conflate the two </li></ul><ul><li>Always ask: Use email preference center to ask subscribers what device they use for email </li></ul><ul><li>Limited channel: because mobile devices limit range of communication, email best vehicle for transactional messages </li></ul><ul><li>Personal space: tailor brief messages for the feel of mobile </li></ul>Twitter – #eMwebinar
  72. 72. Mobile’s personal side leads to closer relationships and increased retention
  73. 73. Mobile email more likely to drive purchases than any other mobile channel, but social contributes strongly too
  74. 74. Mobile users by far prefer email for hearing from their favorite companies (text messages far less so)
  75. 75. Mobile and email together—a doubly personal environment for marketing
  76. 76. Conditions under which college students would accept smartphone ads
  77. 77. Conclusions
  78. 78. <ul><li>The right message to the right person at the right time. </li></ul><ul><li>Email marketing best practices in one sentence: Get accurate and detailed data from people who want to hear from you, and then automate the steps for sending them relevant messages. </li></ul><ul><li>Effective email marketing takes more asking and listening than many companies are comfortable with. </li></ul><ul><li>Even with email’s central place for both marketers and their customers, an email is merely one link in a chain of events that stretches from initial contact to purchase. </li></ul><ul><li>Trust nurtures email’s long-term relationships. </li></ul>Conclusions: Email Best Practices
  79. 79. LYRIS OVERVIEW July 2011
  80. 80. Case Study: Joy the Store
  81. 81. Lyris Worldwide <ul><ul><li>Customers 10K+ Employees 220+ OTCBB: LYRI.OB </li></ul></ul><ul><ul><li>Lyris HQ – In-Cloud Lyris LM – On-Premise Full Service & Support </li></ul></ul>Emeryville Toronto Buenos Aires London Sydney Mexico Brazil France <ul><ul><li>Established in 1994 Growth in all geographies – Americas, Europe, Asia </li></ul></ul>
  82. 82. Our Solutions. Your Choice. <ul><li>Secure and Reliable </li></ul><ul><li>User Oriented </li></ul><ul><li>Pay-as-you-go </li></ul><ul><li>Optimized Uptime </li></ul><ul><li>Remote, Mobile Access </li></ul><ul><li>Customer Support </li></ul>IN-THE-CLOUD ON-PREMISES <ul><li>Data Security </li></ul><ul><li>Full Control </li></ul><ul><li>Flexibility </li></ul><ul><li>Reputation Management </li></ul><ul><li>Low Cost for High-Volume </li></ul><ul><li>High Deliverability </li></ul>Lyris Client Services and Support
  83. 83. Global Customers RETAIL MEDIA & ENTERTAINMENT FINANCIAL SERVICES TECHNOLOGY HOSPITALITY PUBLISHING NON-PROFIT AGENCIES EDUCATION
  84. 84. Best Practices for Email Marketing Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by : Presented by: David Hallerman Principal Analyst, eMarketer, Inc.

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