2010 Email Marketing Bootcamp & Certification  Instructors Nicholas Einstein  Director of Strategic Services, Datran Media...
Bootcamp Agenda
Bootcamp Agenda <ul><li>Noon-1:00pm   Lunch – Winners and Losers Presentation </li></ul><ul><li>1:00-1:30pm    Open Q&A </...
Introduction  &  State of the Union 8:15-9:00am
9 Reasons Email is Dead!
The End of an Era!
The Death of Email!
Email is Dead!
Email is Dead!
Email is Dead!
Introduction & State of the Union Hold your Horses!
Introduction & State of the Union The Death of Email has Been Greatly Exaggerated!!!
Introduction and State of the Union <ul><li>2009  and 2010 have been the best years for email marketing  ever </li></ul><u...
Catch all <ul><li>Creative: (World data) </li></ul><ul><ul><li>Text Based Links vs. Image Based Links  </li></ul></ul><ul>...
Introduction and State of the Union CAGR of 4% through 2014
Email is the Best Way to Get the Daily Deal … and, surprise…. It integrates with social!
Email Newsletters Remain Coveted  Loyalty Drivers
Introduction and State of the Union <ul><li>The challenge you face as marketers  </li></ul><ul><ul><li>Differentiating </l...
Start at the Beginning Understanding Your Goals and Aligning them with Strategy 9:00-10:00am
Start at the Beginning Raise Your Hand if….
Start at the Beginning Use Email to… Acquire! Retain! Transact! All of the Above!!! Engage Reach Reactivate
Start at the Beginning – Aligning Your Goals with Your Strategy <ul><li>You Need a Framework </li></ul>ACQUIRE CONVERT GRO...
<ul><li>Now ask yourself… </li></ul><ul><ul><li>What is the main goal of our emarketing programs? </li></ul></ul><ul><ul><...
Start at the Beginning 1. What is the Main Goal? Acqure! Retain! Transact! All of the Above!!! Engage Reach Reactivate
Start at the Beginning Great Goal! Email reactivation or “win-back” campaigns that integrate email, analytics and e-commer...
Start at the Beginning 2. How Do We Measure Success? conversions clicks share of wallet all of the above!!! revenue increa...
Start at the Beginning 2. How Do We Measure Success <ul><li>Audit email channel performance </li></ul><ul><li>Holistic rev...
Start at the Beginning 2. How Do We Measure Success Measure of success getting messages to your audience Measure of subscr...
Start at the Beginning 3. How Do I Get Started <ul><ul><li>Begin with specific core business objectives </li></ul></ul><ul...
Start at the Beginning 3. How Do I Get Started <ul><ul><li>Begin with specific core business objectives </li></ul></ul><ul...
Start at the Beginning 3. How Do I Get Started <ul><ul><li>Build Forecasts & Budget </li></ul></ul><ul><ul><ul><li>Can’t i...
Start at the Beginning 3. How Do I Get Started <ul><ul><li>Assess Common Obstacles </li></ul></ul><ul><ul><li>Technical Li...
Start at the Beginning 4. What Should I Test? <ul><li>Easy </li></ul><ul><li>Subject lines </li></ul><ul><li>Call-to-actio...
From Strategy to Execution 10:00-12:00pm
Audience Recruitment, Development, Growth and Cultivation  Value
Campaigns – A Full Lifecyle Approach
Best Practices - Segmentation
Best Practices - Messaging
Best Practices - Creative
Best Practices - Optimization
Best Practices - Deliverability
Deliverability <ul><li>Compliance is NOT Enough  </li></ul><ul><li>CAN-SPAM is a low barrier attempt to prevent consumer a...
Deliverability <ul><li>Email Delivery is Technically Simple </li></ul><ul><li>It is the Simple Mail Transfer Protocol (SMT...
Deliverability <ul><li>Authentication – DK & DKIM | SPF & SIDF </li></ul>
Deliverability <ul><li>Spammers are Still Crafty </li></ul><ul><li>Spammers have an arsenal of tools at their disposal to ...
Deliverability <ul><li>Three Keys To Penetrating the Inbox </li></ul>
Acquisition Email Welcome Email Up-Sell Email Transactional Email Newsletter Email Reactivation Email Third Party Email Ex...
Frequency <ul><ul><ul><li>At sign-up, immediately contact consumer to establish the email relationship. </li></ul></ul></u...
Value <ul><ul><ul><li>Make sure the email is welcome </li></ul></ul></ul><ul><ul><ul><li>Provide coupons/discounts </li></...
© 2010.  All rights reserved.  Online Trust Alliance  (OTA)   Slide    Offer Consumers Control  <ul><ul><ul><li>70% of Int...
<ul><ul><ul><li>Offer consumers the right to provide preferences </li></ul></ul></ul><ul><ul><ul><li>Respect those prefere...
Best Practices – Measurement & Reporting
Measurement & Reporting <ul><ul><li>Open Rate (unique or total) </li></ul></ul><ul><ul><li>Click-through Rate (click to de...
Measurement & Reporting <ul><li>Must determine how effective each aspect of the program is – opens, clicks, etc. </li></ul...
<ul><li>Example anonymous dashboard </li></ul><ul><ul><li>Sony, BTF, C&D? </li></ul></ul>
Measurement & Reporting <ul><li>Must have: solid email KPIs (opens, clicks, unsubs, complaints, conversions) </li></ul><ul...
Best Practices – Leveraging Data
Leveraging Data <ul><li>What to do with all those data? </li></ul><ul><li>Build an executive dashboard [or two] </li></ul>...
Leveraging Data <ul><li>Ways to get more: </li></ul><ul><li>Ask for it </li></ul><ul><ul><li>On opt-in pages  </li></ul></...
Leveraging Data <ul><li>Get the Data </li></ul><ul><li>Understand the Data </li></ul><ul><li>Make the Data Actionable </li...
Email Winners and Losers Lunch Presentation Noon-1:00pm
Relevant Message Sent to Relevant Customer <ul><li>Storage </li></ul><ul><li>Security </li></ul><ul><li>Scalable </li></ul...
Goals & Strategy <ul><li>Marshall appropriate resources </li></ul><ul><ul><li>ESP </li></ul></ul><ul><ul><ul><li>Licensed,...
Mastering Metrics
Checklists/Assignments <ul><li>Welcome Message Checklist </li></ul><ul><li>Landing Page Checklist </li></ul><ul><li>A/B Te...
Thank You for Joining Us! Become an eec member & join the world’s largest organization of email marketers.    Save 10% wi...
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  • Warm up to the audience. Introduce yourselves. Get things going. Let them know that you are representing the Email Experience and that the workshop has actually been developed by numerous experts across the organization. If they like the course, encourage them to become members and refer their friends.
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Warm up to the audience. Introduce yourselves. Get things going. Let them know that you are representing the Email Experience and that the workshop has actually been developed by numerous experts across the organization. If they like the course, encourage them to become members and refer their friends.
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Warm up to the audience. Introduce yourselves. Get things going. Let them know that you are representing the Email Experience and that the workshop has actually been developed by numerous experts across the organization. If they like the course, encourage them to become members and refer their friends.
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Warm up to the audience. Introduce yourselves. Get things going. Let them know that you are representing the Email Experience and that the workshop has actually been developed by numerous experts across the organization. If they like the course, encourage them to become members and refer their friends.
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • I designed this slide to be used to set up how we understand the different types of email customers there are, and we know based on who they are, what type of emails we should send to increase relevancy and drive revenue.
  • Sales to customize based on meeting
  • Sales to customize based on meeting
  • Warm up to the audience. Introduce yourselves. Get things going. Let them know that you are representing the Email Experience and that the workshop has actually been developed by numerous experts across the organization. If they like the course, encourage them to become members and refer their friends.
  • Eec slide workshop

    1. 1. 2010 Email Marketing Bootcamp & Certification Instructors Nicholas Einstein Director of Strategic Services, Datran Media [email_address] #datranmedia #nick’s Aaron Smith Director of Professional Services, Smith-Harmon, a Responsys Company [email_address] #smithharmon #aaron
    2. 2. Bootcamp Agenda
    3. 3. Bootcamp Agenda <ul><li>Noon-1:00pm Lunch – Winners and Losers Presentation </li></ul><ul><li>1:00-1:30pm Open Q&A </li></ul><ul><li>1:30pm – 2:00 pm Special Guest Presentation! </li></ul><ul><li>2:00 – 2:30pm Break </li></ul><ul><li>2:30pm - 3:15 pm Assignment – Take this brand goal and requirements doc and design an effective strategy </li></ul><ul><li>3:15-4:15pm Strategy Presentations </li></ul><ul><li>4:30-5:00pm Certification Test </li></ul>
    4. 4. Introduction & State of the Union 8:15-9:00am
    5. 5. 9 Reasons Email is Dead!
    6. 6. The End of an Era!
    7. 7. The Death of Email!
    8. 8. Email is Dead!
    9. 9. Email is Dead!
    10. 10. Email is Dead!
    11. 11. Introduction & State of the Union Hold your Horses!
    12. 12. Introduction & State of the Union The Death of Email has Been Greatly Exaggerated!!!
    13. 13. Introduction and State of the Union <ul><li>2009 and 2010 have been the best years for email marketing ever </li></ul><ul><ul><li>Economy down </li></ul></ul><ul><ul><li>Consumers online, seeking discounts if shopping at all </li></ul></ul><ul><ul><li>Ad spending across other channels plummets </li></ul></ul><ul><ul><li>Insiders know social and mobile are complements NOT replacements to email. </li></ul></ul><ul><li>Consumers online, seeking ROI for email was $43.52 for every dollar spent on it* </li></ul><ul><li>Email - Mainstream comm channel for 90% of US individuals online </li></ul><ul><li># active email users 153MM in 2014 (this seems low?) </li></ul><ul><li>To sign up for Facebook, Twitter, etc. one NEEDS email – social reinforces email </li></ul><ul><li>Email replacing paper communication – ie: direct mail, statements </li></ul>
    14. 14. Catch all <ul><li>Creative: (World data) </li></ul><ul><ul><li>Text Based Links vs. Image Based Links </li></ul></ul><ul><ul><li>--74% of all emails sent will have images blocked by default. </li></ul></ul><ul><ul><li>66% of consumer </li></ul></ul><ul><ul><li>82% B2B </li></ul></ul><ul><ul><li>What Does this Mean For You? </li></ul></ul>
    15. 15. Introduction and State of the Union CAGR of 4% through 2014
    16. 16. Email is the Best Way to Get the Daily Deal … and, surprise…. It integrates with social!
    17. 17. Email Newsletters Remain Coveted Loyalty Drivers
    18. 18. Introduction and State of the Union <ul><li>The challenge you face as marketers </li></ul><ul><ul><li>Differentiating </li></ul></ul><ul><ul><li>Integrating </li></ul></ul><ul><ul><li>Succeeding </li></ul></ul><ul><li>Consider this…. </li></ul><ul><ul><li>C onsumers will receive 9000+ marketing messages annually by 2014 </li></ul></ul><ul><ul><li>that’s 25 a day! </li></ul></ul>
    19. 19. Start at the Beginning Understanding Your Goals and Aligning them with Strategy 9:00-10:00am
    20. 20. Start at the Beginning Raise Your Hand if….
    21. 21. Start at the Beginning Use Email to… Acquire! Retain! Transact! All of the Above!!! Engage Reach Reactivate
    22. 22. Start at the Beginning – Aligning Your Goals with Your Strategy <ul><li>You Need a Framework </li></ul>ACQUIRE CONVERT GROW RETAIN REACTIVATE What marketing programs will help you capture new email addresses? What marketing programs will help you convert prospects to customer? What marketing programs will help you grow customer value? What marketing programs will help you ensure customer loyalty? What marketing programs will help you win back lost customers? SUSPECT PROSPECT CUSTOMER ACTIVE CUSTOMER RECAPTURED CUSTOMER
    23. 23. <ul><li>Now ask yourself… </li></ul><ul><ul><li>What is the main goal of our emarketing programs? </li></ul></ul><ul><ul><li>How do we measure success (i.e. how will your success be meausured?) </li></ul></ul><ul><ul><li>How do I get started? </li></ul></ul><ul><ul><li>What should I test? </li></ul></ul>Start at the Beginning – Aligning Your Goals with Your Strategy
    24. 24. Start at the Beginning 1. What is the Main Goal? Acqure! Retain! Transact! All of the Above!!! Engage Reach Reactivate
    25. 25. Start at the Beginning Great Goal! Email reactivation or “win-back” campaigns that integrate email, analytics and e-commerce data can result in conversion increases of more than 100%.* *Forrester Research
    26. 26. Start at the Beginning 2. How Do We Measure Success? conversions clicks share of wallet all of the above!!! revenue increase buzz increase referral rates decreases attrition customer engagement
    27. 27. Start at the Beginning 2. How Do We Measure Success <ul><li>Audit email channel performance </li></ul><ul><li>Holistic review of what you are sending, including transactiona; </li></ul><ul><li>Trend analysis will guide you in identifying priorities </li></ul><ul><li>Use best assumptions when all data is not available </li></ul><ul><li>Benchmarks for all programs and segments </li></ul><ul><li>Best benchmark is past performance </li></ul><ul><li>Industry benchmarks are directionally helpful, but beware of pitfalls </li></ul><ul><li>Be aware of seasonality (minimum 12 month timeframe) </li></ul><ul><li>Define your success measures before launch </li></ul><ul><li>Make sure you can access results (and you have data to measure baseline </li></ul>
    28. 28. Start at the Beginning 2. How Do We Measure Success Measure of success getting messages to your audience Measure of subscriber interaction with campaign Measure of financial impact Bounce Rate Spam Complaint Rate Inbox Delivery Rate Open Rate Revenue Click-Through Rate Conversion Rate Click-to-Open Rate Average Order Value Unsubscribe Rate Revenue Per Email bounces/emails sent spam complaints/emails delivered emails that reach the inbox opens/emails delivered total clicks/emails delivered total clicks/total opens unsubscribes/emails delivered revenue per campaign orders/visits revenue/bookings rRevenue/emails delivered
    29. 29. Start at the Beginning 3. How Do I Get Started <ul><ul><li>Begin with specific core business objectives </li></ul></ul><ul><ul><li>Every email initiative should map back </li></ul></ul><ul><ul><li>Newsletters, promotional, transactional, eCRM, advertising, etc. </li></ul></ul><ul><ul><li>Email programs are as unique as brands/companies; no cookie cutter approaches </li></ul></ul><ul><ul><li>All success metrics should map back </li></ul></ul><ul><ul><ul><li>Must be easily quantifiable – “you get what you measure” </li></ul></ul></ul><ul><ul><ul><li>Move beyond basic </li></ul></ul></ul><ul><ul><ul><li>KPI’s </li></ul></ul></ul>
    30. 30. Start at the Beginning 3. How Do I Get Started <ul><ul><li>Begin with specific core business objectives </li></ul></ul><ul><ul><li>Every email initiative should map back </li></ul></ul><ul><ul><li>Newsletters, promotional, transactional, eCRM, advertising, etc. </li></ul></ul><ul><ul><li>Email programs are as unique as brands/companies; no cookie cutter approaches </li></ul></ul><ul><ul><li>All success metrics should map back </li></ul></ul><ul><ul><ul><li>Must be easily quantifiable – “you get what you measure” </li></ul></ul></ul><ul><ul><ul><li>Move beyond basic </li></ul></ul></ul><ul><ul><ul><li>KPI’s </li></ul></ul></ul>
    31. 31. Start at the Beginning 3. How Do I Get Started <ul><ul><li>Build Forecasts & Budget </li></ul></ul><ul><ul><ul><li>Can’t invest $1 to make $43.52, List growth/scale requires resources – email isn’t cheap </li></ul></ul></ul><ul><ul><li>Quantify ROI </li></ul></ul>
    32. 32. Start at the Beginning 3. How Do I Get Started <ul><ul><li>Assess Common Obstacles </li></ul></ul><ul><ul><li>Technical Limits </li></ul></ul><ul><ul><ul><li>Strained IT resources </li></ul></ul></ul><ul><ul><ul><li>Few intregrations </li></ul></ul></ul><ul><ul><ul><li>Lack of data </li></ul></ul></ul><ul><ul><ul><li>No analysts available for modeling </li></ul></ul></ul><ul><ul><li>What data can you access today? </li></ul></ul><ul><ul><ul><li>Subscription date </li></ul></ul></ul><ul><ul><ul><li>Last open, click, coversion </li></ul></ul></ul><ul><ul><ul><li>Top content on sites </li></ul></ul></ul><ul><ul><ul><li>Purchase behavior </li></ul></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><ul><ul><li>Other? </li></ul></ul></ul><ul><ul><li>API Requirements </li></ul></ul><ul><ul><ul><li>Data transfer frequency </li></ul></ul></ul><ul><ul><ul><li>Complexity </li></ul></ul></ul>
    33. 33. Start at the Beginning 4. What Should I Test? <ul><li>Easy </li></ul><ul><li>Subject lines </li></ul><ul><li>Call-to-action </li></ul><ul><li>Other </li></ul><ul><li>Graphics and buttons </li></ul><ul><li>Navigation/footer links </li></ul><ul><li>Recovery content and navigation </li></ul><ul><li>Medium </li></ul><ul><li>Personalization </li></ul><ul><li>Basic segmentation </li></ul><ul><li>Creative and template design </li></ul><ul><li>Secondary content modules </li></ul><ul><li>Difficult </li></ul><ul><li>Advanced segmentation </li></ul><ul><li>Timing and cadence </li></ul><ul><li>Tiered or progressive lifecycle programs </li></ul><ul><ul><li>One welcome email vs four welcome emails over a month with an offer </li></ul></ul>
    34. 34. From Strategy to Execution 10:00-12:00pm
    35. 35. Audience Recruitment, Development, Growth and Cultivation Value
    36. 36. Campaigns – A Full Lifecyle Approach
    37. 37. Best Practices - Segmentation
    38. 38. Best Practices - Messaging
    39. 39. Best Practices - Creative
    40. 40. Best Practices - Optimization
    41. 41. Best Practices - Deliverability
    42. 42. Deliverability <ul><li>Compliance is NOT Enough </li></ul><ul><li>CAN-SPAM is a low barrier attempt to prevent consumer abuse </li></ul><ul><li>Compliance has very little to do with deliverability </li></ul><ul><li>However, non-compliance can still present serious legal repercussions </li></ul>
    43. 43. Deliverability <ul><li>Email Delivery is Technically Simple </li></ul><ul><li>It is the Simple Mail Transfer Protocol (SMTP) </li></ul><ul><li>Barriers and Filters are used to enhance the consumer experience </li></ul>
    44. 44. Deliverability <ul><li>Authentication – DK & DKIM | SPF & SIDF </li></ul>
    45. 45. Deliverability <ul><li>Spammers are Still Crafty </li></ul><ul><li>Spammers have an arsenal of tools at their disposal to increase deliverability: </li></ul><ul><ul><li>Mailbox providers identify spammers by the use of these tools </li></ul></ul><ul><ul><li>Using the same tools/techniques may cause you to be misidentified as a spammer </li></ul></ul><ul><ul><li>Transparency is the key to ensuring you are not misidentified </li></ul></ul><ul><ul><li>If you have difficulty getting mail delivered, reach out to mailbox providers </li></ul></ul>He may look harmless, but spam accounts for 14.5 billion messages globally per day. In other words, spam makes up 45% of all emails .
    46. 46. Deliverability <ul><li>Three Keys To Penetrating the Inbox </li></ul>
    47. 47. Acquisition Email Welcome Email Up-Sell Email Transactional Email Newsletter Email Reactivation Email Third Party Email Examples of Relevance
    48. 48. Frequency <ul><ul><ul><li>At sign-up, immediately contact consumer to establish the email relationship. </li></ul></ul></ul><ul><ul><ul><li>Let the consumer sample the email experience and ensure that it closely resembles the sign-up page. </li></ul></ul></ul><ul><ul><ul><li>Continue to mail at the frequency specified at the time of sign-up and request permission before increasing or decreasing frequency. </li></ul></ul></ul><ul><ul><ul><li>Remember that your need to meet revenue goals are not grounds to violate what you promised the consumer. </li></ul></ul></ul>
    49. 49. Value <ul><ul><ul><li>Make sure the email is welcome </li></ul></ul></ul><ul><ul><ul><li>Provide coupons/discounts </li></ul></ul></ul><ul><ul><ul><li>Provide exclusive content </li></ul></ul></ul><ul><ul><ul><li>Aggregate relevant content from multiple sources </li></ul></ul></ul>
    50. 50. © 2010. All rights reserved. Online Trust Alliance (OTA) Slide Offer Consumers Control <ul><ul><ul><li>70% of Internet users expressed interest in using a solution that would give them control over the exposure to targeted ads and transparency into the data used by advertisers.* - Consumer Perspectives On Online Advertising, 2010, PreferenceCentral </li></ul></ul></ul>
    51. 51. <ul><ul><ul><li>Offer consumers the right to provide preferences </li></ul></ul></ul><ul><ul><ul><li>Respect those preferences </li></ul></ul></ul><ul><ul><ul><li>Build on intelligence to give smarter offers </li></ul></ul></ul>
    52. 52. Best Practices – Measurement & Reporting
    53. 53. Measurement & Reporting <ul><ul><li>Open Rate (unique or total) </li></ul></ul><ul><ul><li>Click-through Rate (click to delivered or click to open) </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Revenue per sub </li></ul></ul><ul><ul><li>Click to conversion rate </li></ul></ul><ul><ul><li>Profit margin per mailing </li></ul></ul><ul><ul><li>Unsubscribe rate </li></ul></ul><ul><ul><li>Unsubscribe rate </li></ul></ul><ul><ul><li>Complaint rate </li></ul></ul><ul><ul><li>Forward rate </li></ul></ul><ul><ul><li>Share-to-social rate </li></ul></ul><ul><ul><li>Opt-in rate </li></ul></ul><ul><ul><li>Value per address </li></ul></ul><ul><ul><li>Churn rate </li></ul></ul><ul><ul><li>Seeded delivery rate </li></ul></ul><ul><ul><li>Bounce rate </li></ul></ul><ul><ul><li>… and much more… </li></ul></ul>One of the beautiful things about good email programs is the volume of rich, [often]actionable data they can generate.
    54. 54. Measurement & Reporting <ul><li>Must determine how effective each aspect of the program is – opens, clicks, etc. </li></ul><ul><li>But key is determining how effective the program is at achieving core business objectives </li></ul><ul><ul><li>Opens, clicks, unsubscribes are not reflected on the bottom line! </li></ul></ul>
    55. 55. <ul><li>Example anonymous dashboard </li></ul><ul><ul><li>Sony, BTF, C&D? </li></ul></ul>
    56. 56. Measurement & Reporting <ul><li>Must have: solid email KPIs (opens, clicks, unsubs, complaints, conversions) </li></ul><ul><li>Very nice to have: web analytics integration (site metrics by campaign, deep conversion metrics, funnel analysis) </li></ul><ul><li>Cool and new: multi-attribution tracking </li></ul>
    57. 57. Best Practices – Leveraging Data
    58. 58. Leveraging Data <ul><li>What to do with all those data? </li></ul><ul><li>Build an executive dashboard [or two] </li></ul><ul><ul><li>Keep them relevant </li></ul></ul><ul><ul><li>Automate reports to update </li></ul></ul><ul><ul><li>Syndicate to stakeholders at appropriate cadence </li></ul></ul><ul><li>Use it for segmentation!! </li></ul><ul><ul><li>Data drives, you ride shotgun & navigate </li></ul></ul><ul><ul><ul><li>Target clickers, openers, purchasers, clickers on specific links, or suppress them. </li></ul></ul></ul><ul><li>Optimize – set goals and exceed them </li></ul><ul><ul><li>ID specific metrics, isolate variables to test, hold out control groups, and quantify the impact of changes </li></ul></ul>
    59. 59. Leveraging Data <ul><li>Ways to get more: </li></ul><ul><li>Ask for it </li></ul><ul><ul><li>On opt-in pages </li></ul></ul><ul><ul><li>Through surveys </li></ul></ul><ul><ul><li>At virtually every customer touch point </li></ul></ul><ul><li>Buying it </li></ul><ul><ul><li>Geodemographic </li></ul></ul><ul><ul><li>Other address (email, mailing) </li></ul></ul><ul><ul><li>And virtually anything else… </li></ul></ul><ul><li>Generating it </li></ul><ul><ul><li>Audience measurement </li></ul></ul><ul><ul><li>Response data </li></ul></ul><ul><ul><li>Web data </li></ul></ul>
    60. 60. Leveraging Data <ul><li>Get the Data </li></ul><ul><li>Understand the Data </li></ul><ul><li>Make the Data Actionable </li></ul><ul><li>Use the Data </li></ul><ul><li>Rinse & Repeat </li></ul>
    61. 61. Email Winners and Losers Lunch Presentation Noon-1:00pm
    62. 62. Relevant Message Sent to Relevant Customer <ul><li>Storage </li></ul><ul><li>Security </li></ul><ul><li>Scalable </li></ul><ul><li>Ease of use </li></ul><ul><li>Actionable </li></ul><ul><li>Flexible </li></ul><ul><li>Automate </li></ul><ul><li>Throughput </li></ul><ul><li>Deliverability </li></ul><ul><li>Inform </li></ul><ul><li>Enhance </li></ul><ul><li>Customize </li></ul>Seamless Email Marketing Mechanics DATA
    63. 63. Goals & Strategy <ul><li>Marshall appropriate resources </li></ul><ul><ul><li>ESP </li></ul></ul><ul><ul><ul><li>Licensed, hosted, dedicated IP, vertical specialty, APIs, full/self service </li></ul></ul></ul><ul><ul><li>Creative </li></ul></ul><ul><ul><ul><li>Designing for email is a specialized skill </li></ul></ul></ul><ul><ul><ul><li>Copy </li></ul></ul></ul><ul><ul><ul><li>Coding </li></ul></ul></ul><ul><ul><li>Technical </li></ul></ul><ul><ul><ul><li>Integration </li></ul></ul></ul><ul><ul><ul><li>Hosting </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><ul><li>MVT </li></ul></ul></ul><ul><ul><ul><li>Data </li></ul></ul></ul><ul><ul><li>Business/Marketing </li></ul></ul><ul><ul><ul><li>Analysis </li></ul></ul></ul><ul><ul><ul><li>Modeling </li></ul></ul></ul><ul><ul><ul><li>Cross-channel integration </li></ul></ul></ul><ul><li>Articulate Email Strategy Statement </li></ul><ul><ul><li>Craft a strategy statement that articulates how you plan on using email to achieve core business objectives </li></ul></ul><ul><ul><ul><li>Ensure all ongoing efforts support it </li></ul></ul></ul>
    64. 64. Mastering Metrics
    65. 65. Checklists/Assignments <ul><li>Welcome Message Checklist </li></ul><ul><li>Landing Page Checklist </li></ul><ul><li>A/B Testing Checklist </li></ul><ul><li>Email Program Review </li></ul><ul><li>Email Design </li></ul>
    66. 66. Thank You for Joining Us! Become an eec member & join the world’s largest organization of email marketers.  Save 10% with discount code ClickZ when you join or renew by August 31, 2010 Subscribe to our FREE industry newsletter: www.emailexperience.org Contact Ali Swerdlow with any questions: ali@emailexperience.org

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