What's Old is New Again: 5 Email Best Practices for the Web 3.0 World


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Think email is "old school" in online marketing? Check again! Be sure your email marketing programs include these five best practices that many are still lacking. You won't want to skip the fundamentals necessary for using email marketing to maximum advantage in today's fast-evolving digital marketing realm.

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  • Created triggers: Your “pink spoon” Widgets Calculators Virtual views Model try-on Free trial
  • I’d go so far as to call this Spam
  • More about them than me
  • More about them than me
  • Behaviorally-targeted email. They’re paying attention Dynamically customized recommendation
  • This is a content leverage strategy – content extension. It’s really social bookmarking, but can get you retweets and viral lift
  • In addition to including share to social bookmarking buttons in your email messages, you also want your email list members to be able to find your social media pages on their favorite networks.
  • What I love about email and social media is the synergy between the two - how one can grow the other and vice versa.
  • God gave us two ears and just one mouth for a reason.
  • What's Old is New Again: 5 Email Best Practices for the Web 3.0 World

    2. 2. Your Presenter <ul><li>Karen Talavera, President </li></ul><ul><li>Synchronicity Marketing </li></ul><ul><li>Offering inspired email marketing coaching, training, </li></ul><ul><li>consulting and strategy since 2003 </li></ul><ul><ul><li>Nationally-recognized email marketing seminar leader for the Direct Marketing Association (DMA) and Fortune 1000 companies </li></ul></ul><ul><ul><li>Coach, speaker and writer for MarketingProfs, Solo-Entrepreneur, and others </li></ul></ul><ul><ul><li>Huffington Post blogger, avid international traveler, social media enthusiast soaking up sun in South Florida </li></ul></ul>EMAIL MARKETING SAVVY
    3. 3. Email Fast Facts <ul><li>About 63.4% of the US population aged 3+, or 193 million people representing, are online in the US </li></ul><ul><li>Forrester predicts annual US commercial email volume to double between now and 2013 </li></ul><ul><ul><li>Up from 420 billion to 840 billion </li></ul></ul><ul><li>50% of employees who use email check their job-related email on the weekends; 22% shop online at work (Pew Internet & American Life) (eMarketer 2009) </li></ul><ul><li>75% of US adults used email in the last 30 days – more than obtained news or paid bills online (MRI November ‘08) </li></ul><ul><li>Over 35 % of Internet user time is spent with email (Forrester Research) </li></ul><ul><li>Since the recession: </li></ul><ul><ul><li>Over 50% of online marketers, brands and agencies have shifted funds from traditional to digital media </li></ul></ul><ul><ul><li>Spending on email marketing alone projected to grow 6% this year and continue to grow for the next 5 years (eMarketer) </li></ul></ul>
    4. 4. Implications
    5. 5. In Case You Didn’t Realize . . .
    6. 6. What Does It All Mean? <ul><li>In the Web 3.0 World, we can’t afford to do email like we used to! </li></ul>
    7. 7. Permission 1
    8. 8. <ul><li>#1: Channel OVERLOAD and OVERWHELM </li></ul><ul><li>Permission=Recognition=Trust </li></ul><ul><li>The email box is perceived as personal space - intrude uninvited, and you may not be welcomed back </li></ul><ul><li>Cost of receiving email is borne by both sender and recipient </li></ul><ul><li>Spam has created suspicion, caused measurable harm, and made consumers defensive </li></ul><ul><li>Willingness to subscribe holding steady, open rates dropping </li></ul>Why Permission Matters
    9. 9. <ul><li>A person consciously agrees to receive email ( CONSENT ) </li></ul><ul><li>Subscribers choose frequency, content, or message- type preferences ( CHOICE ) </li></ul><ul><li>The sign-up process is straightforward ( CLARITY ) </li></ul><ul><li>The sign-up process is acknowledged and verified ( CONFIRMATION ) </li></ul><ul><li>The person may stop the flow of email at any time ( CONTROL ) </li></ul><ul><li>The sender of each communication is clearly and honestly identified, and the communication is not intentionally misleading or criminal ( CONFIDENCE ) </li></ul>The Fundamentals Of Permission
    10. 10. <ul><li>Email address owner grants explicit permission by taking a self-initiated action to receive future email communications from a known sender </li></ul><ul><li>A confirmation from the list owner is provided either via </li></ul><ul><ul><ul><li>A return email message </li></ul></ul></ul><ul><ul><ul><li>Web page </li></ul></ul></ul><ul><li>Either single or double process completes sign-up </li></ul>Acceptable Processes
    11. 11. Permission Best Practices & Pitfalls <ul><li>Provide full disclosure and choice if sharing an email address </li></ul><ul><ul><ul><li>Via a series of unchecked boxes explaining how address can be shared </li></ul></ul></ul><ul><li>Consistently and clearly identify your company/brand as the sender of each email communication </li></ul><ul><li>Always send a confirmation email after sign-up (even from offline email address gathering methods) </li></ul><ul><li>Provide opt-out instructions in every email message </li></ul><ul><li>Give subscribers control via a preferences page (great opportunity to collect additional data) </li></ul>
    12. 12. Permission: The Take-Away <ul><li>The Opt-in is King If you can’t get them to proactively (even if temporarily) express interest, don’t email them </li></ul>
    13. 13. Reputation 2
    14. 14. Reputation & Deliverability Critical
    15. 15. Email Reputation Deconstructed <ul><li>Consumers and Receivers Report Key Metrics to Centralized Data System </li></ul><ul><li>Data Linked to Sending IP and Domain </li></ul><ul><li>Marketers Use Feedback To Improve Sending Practices </li></ul>
    16. 16. <ul><li>Publish your Privacy Policy & Data Collection & Handling Practices on your site </li></ul><ul><ul><li>Inform customers/members of changes </li></ul></ul><ul><ul><li>Ensure it discloses the potential use of third parties for marketing, or even just data handling, hygiene, analysis, or processing </li></ul></ul><ul><li>ISPs may examine it </li></ul><ul><li>Best Practice – Provide a preferences or account managemen t center, a hub for </li></ul><ul><ul><li>Access to registrant profile to change or remove self-reported data </li></ul></ul><ul><ul><li>Update/change email address </li></ul></ul><ul><ul><li>Update/change permissions, frequency, or formats </li></ul></ul><ul><ul><li>Easy, one-page Unsubscribe </li></ul></ul>Reputation Also Means Data Use & Protection
    17. 17. Reputation & Deliverability Resources <ul><ul><li>Authentication and Online Trust Alliance (AOTA) www.aotalliance.org </li></ul></ul><ul><ul><li>Email Sender & Provider Coalition www.espcoalition.org </li></ul></ul><ul><ul><li>Return Path’s Sender Score https://www.senderscore.org </li></ul></ul><ul><ul><li>Lashback www.lashback.com </li></ul></ul><ul><ul><li>Messaging Anti-Abuse Working Group (MAAWG) www.maawg.org </li></ul></ul><ul><ul><li>Deliverability.com (blog) www.deliverability.com </li></ul></ul>
    18. 18. Reputation: The Take-Away <ul><li>Your Future Depends On It Cherish and protect it. Tarnish it and you damage not just your use of this channel, but your brand </li></ul>
    19. 19. Segment! 3
    20. 20. Align with Lifecycle Stages <ul><li>Each prospect/ customer lifecycle stage has different </li></ul><ul><ul><li>Information needs </li></ul></ul><ul><ul><li>Familiarity with your company/ product/brand </li></ul></ul><ul><ul><li>Interest levels </li></ul></ul><ul><ul><li>Value to your company </li></ul></ul>
    21. 21. <ul><li>Create appropriate email programs for different audience member lifecycle stages </li></ul>Think Conversation, not Broadcast
    22. 22. Segmentation Improves Performance
    23. 23. Benefits of Segmentation <ul><li>Identify most responsive prospects and most valuable customers </li></ul><ul><li>Increase relevancy </li></ul><ul><li>Improve up-sell/cross-sell conversion </li></ul><ul><li>Identify under-performing groups </li></ul><ul><li>Position products and services for specific audiences or applications </li></ul>
    24. 24. Targeting: The More Specific, the Better
    25. 25. Segmentation: The Take-Away <ul><li>One Size Does Not Fit All (and it never really did) The era of “blast and broadcast” is dead </li></ul>
    26. 26. Relevancy Rules 4
    27. 27. What is Relevancy? <ul><li>The optimal combination of </li></ul><ul><ul><li>Offer </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Tone </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>That resonates with your audience </li></ul></ul>
    28. 28. 1 st - Understand Consideration Paths <ul><li>Know the typical purchase path your customers take and craft email to accelerate, enable, or streamline the consideration/buying process: </li></ul><ul><ul><li>Quick </li></ul></ul><ul><ul><ul><li>Book, CPG </li></ul></ul></ul><ul><ul><li>Winding </li></ul></ul><ul><ul><ul><li>Apparel, Credit, Travel </li></ul></ul></ul><ul><ul><li>Long </li></ul></ul><ul><ul><ul><li>Investments, Electronics, Appliances </li></ul></ul></ul><ul><ul><li>Long & Winding </li></ul></ul><ul><ul><ul><li>Mortgage, Insurance, Car </li></ul></ul></ul>
    29. 29. It’s About WIIFM <ul><li>Develop your “offer stable” with distinct offers for different </li></ul><ul><ul><li>Customer lifecycle stages </li></ul></ul><ul><ul><li>Interaction points </li></ul></ul><ul><ul><li>Response/non-response </li></ul></ul><ul><ul><li>Marketing or product objectives </li></ul></ul>Offer Stable
    30. 30. 2 nd - Know Interaction Processes <ul><li>Every prospect goes through a process of steps in becoming a customer, but not necessarily the same steps </li></ul><ul><li>Customers have varied channel & dialog preferences </li></ul>
    31. 31. <ul><li>Provide opportunities for valid reasons to communicate by email (intentional or organic) </li></ul><ul><li>Offline, recognize and record triggers when they naturally occur </li></ul><ul><li>Dialog-centric customer email requires an integrated behavioral customer database that records & stores trigger events </li></ul><ul><ul><li>Demo-based: DOB, POC, Marital status </li></ul></ul><ul><ul><li>Time-based </li></ul></ul><ul><ul><li>Past response-based </li></ul></ul>3 rd – Define & Identify Triggers
    32. 32. No Relevance <ul><li>Wrong language </li></ul><ul><li>No expression of interest in this subject </li></ul><ul><li>Can’t unsubscribe </li></ul>
    33. 33. Low Relevance <ul><li>No reflection of past buying or response behavior </li></ul><ul><li>Am I in the market or not? </li></ul>
    34. 34. Low Relevance <ul><li>Newsletter </li></ul><ul><li>Same message sent to entire list </li></ul>
    35. 35. Medium Relevance <ul><li>Temporal Relevance </li></ul><ul><li>Reflects past purchase history by product type and spend level </li></ul>
    36. 36. Medium Relevance <ul><li>Geographic Relevance </li></ul><ul><li>Clearly articulates WIIFM and delivers exclusivity appropriate to targeting </li></ul>
    37. 37. High Relevance <ul><li>Trigger-based </li></ul><ul><li>Temporally-relevant </li></ul><ul><li>Reflects appropriate merchandise category of recent purchase </li></ul>
    38. 38. High Relevance <ul><li>Alerts & reminders </li></ul><ul><li>Date Trigger-based </li></ul><ul><li>Essential to my well being, safety or legal security </li></ul>
    39. 39. Relevancy: The Take-Away <ul><li>They’re Always Asking WIIFM You’d better demonstrate that something is, and if you can tell them what it is and why they should care and act now , they will </li></ul>
    40. 40. Measure What Matters 5
    41. 41. Four Meaningful Email Measures
    42. 42. All Responders Are Not Equal <ul><li>Remember the importance of segmentation on your back end </li></ul><ul><li>Analyze campaign results by these segments, plus demographic and behavioral ones relevant to you: </li></ul><ul><ul><li>Source of email name </li></ul></ul><ul><ul><ul><li>Which sources are yielding the top-performing registrants? </li></ul></ul></ul><ul><ul><li>Permission type (single opt-in vs. double opt-in) </li></ul></ul><ul><ul><ul><li>Is a higher permission standard translating into better response? </li></ul></ul></ul><ul><ul><li>ISP (AOL vs. MSN vs. Yahoo) </li></ul></ul><ul><ul><ul><li>Is a particular segment of my list not worth mailing to? </li></ul></ul></ul><ul><ul><li>Date email name acquired </li></ul></ul><ul><ul><ul><li>Are more recent registrants more responsive? </li></ul></ul></ul><ul><ul><li>Social Media Participation </li></ul></ul><ul><ul><ul><li>Which list members are also following on Twitter, FB, LinkedIn, YouTube, or subscribed to the blog? </li></ul></ul></ul>
    43. 43. All Reponses Are Not Created Equal <ul><li>Best way to evaluate total performance is to assign a weighted (or monetary, if you can) value to each action that is meaningful to your business: </li></ul><ul><ul><li>Example : </li></ul></ul><ul><ul><ul><li>Tweet = 1 point (or $x) </li></ul></ul></ul><ul><ul><ul><li>Landing/Web Site Page View = 3 points (or $x) </li></ul></ul></ul><ul><ul><ul><li>New List Subscriber = 5 points (or $x) </li></ul></ul></ul><ul><ul><ul><li>Qualified Lead = 7 points (or $x) </li></ul></ul></ul><ul><ul><ul><li>Conversion/Purchase = 10 points (or $x) </li></ul></ul></ul><ul><li>Count the number of meaningful actions and multiply them by a weighted value for a truer look at the total value of each campaign </li></ul>
    44. 44. Measurement: The Take-Away <ul><li>Go Beyond the Basics </li></ul><ul><li>Process metrics are necessary but don’t tell the whole story. Listen and mine for deeper intelligence, and stick with what matters so you can prove contribution </li></ul>
    45. 45. Bonus Best Practice: INTEGRATE! 6
    46. 46. Email More Central Than Ever
    47. 47. Four Powerful Ways to Leverage Email for Content Distribution
    48. 48. Share With Social Network (SWSN) <ul><li>Embed sharing technology into your email messages so recipients can share them with their own networks </li></ul>
    49. 49. Link Email to Social Media Pages <ul><li>Let them know how to find you on Twitter, Facebook, LinkedIn or YouTube </li></ul><ul><li>Cross-pollinate audience groups </li></ul>|
    50. 50. Use Email List to Grow Social Media <ul><li>Announce your presence if new </li></ul><ul><li>Invite to friend/follow </li></ul><ul><li>Articulate value prop (WIIFM to engage through another channel?) </li></ul>
    51. 51. Use Social Media to Grow Email List <ul><li>Some social media visitors will already be on your email list, others won’t. Give them a way to join the list from social media sites </li></ul>|
    52. 52. Integrate with Offline Channels Too |
    53. 53. Integration: The Take-Away <ul><li>Get Email Out of the Silo </li></ul><ul><li>Connect it to everything else you do online (even search) and as much as you can to offline direct response activities. Use it for leverage! </li></ul>
    54. 54. Special Offer <ul><li>Email & Social Media Flight Accelerator e-Course </li></ul><ul><ul><li>Launch price: $597 </li></ul></ul><ul><ul><li>Today’s Special: $497 </li></ul></ul><ul><ul><ul><li>Lay foundation and gather content for your social media & email marketing programs FOR THE YEAR </li></ul></ul></ul><ul><ul><ul><li>Reveal who your target audience really is, what they crave and how to get your message across so it effortlessly attracts them </li></ul></ul></ul><ul><ul><ul><li>Boost email, blog and social media performance by learning little-known free and easy ways to integrate them together, automate deployment, and generate LEVERAGE that boosts results! </li></ul></ul></ul><ul><ul><ul><li>Learn HOW to measure and monitor your efforts, and uncover the best listening and response analysis tools for testing and tweaking your programs in the future </li></ul></ul></ul><ul><ul><li>To order http://www.highaltitudemarketingacademy.com with coupon code MAY2FLY (all caps) </li></ul></ul>
    55. 55. Email & Social Media e-Course <ul><li>What’s Included? </li></ul><ul><ul><li>Five 90-minute training teleclasses on audio CD, plus the bonus Q&A Call </li></ul></ul><ul><ul><li>Written transcripts of each class conveniently bound into a printed course book that is yours to keep and reference whenever you need it </li></ul></ul><ul><ul><li>SPECIAL BONUS FREE CALL &quot;The 5 Secrets to Emotionally Connecting with your Target Audience Online&quot; on audio CD </li></ul></ul><ul><ul><li>Interactive worksheets, samples, and templates on CD-ROM </li></ul></ul><ul><ul><li>Exclusive Online Messaging Flight Planner ($249 value) and Email and Social MediaCampaign ROI Calculator ($249 value) interactive spreadsheets </li></ul></ul><ul><ul><li>The &quot; Million Dollar Online Marketing Resources Rolodex &quot; of the BEST low or no-cost email, blog and social media tools, solutions, information, software, and applications (especially great for solo-preneurs or small businesses!) </li></ul></ul><ul><li>To order http://www.highaltitudemarketingacademy.com with coupon code MAY2FLY (all caps) </li></ul>
    56. 56. Internet Marketing Club Stay Connected Email: [email_address] Web: www.synchronicitymarketing.com Facebook/LinkedIn: Karen Talavera Twitter: http://twitter.com/SyncMarketing Phone: 561.967.9665 THANK YOU, QUESTIONS?