How to use Email Relationship Management to Increase Content Marketing Performance

1
!
How to use email relationship management to
drive content marketing performance
INFOPRESSE PRESENTATION / June 4th 2014

© 2014 Matter Inside Inc. All rights reserved.
EMAIL RELATIONSHIP MANAGEMENT.™
Rebecca Coggan / Co-founder & Managing Partner
M
2

Why are we talking about email
marketing at a content marketing
conference?
3

LESS
THAN
10%
!!
!!!
!!
!!
ORGANIC AUDIENCE REACH
© 2014 Matter Inside Inc. All rights reserved. 4

People check their email every day,
even several times a day.
6

How do we get people to
pay attention to us?
7

Waste time
Invest time
Real-time
8
TYPES OF CONTENT THAT IS MOST
SOUGHT AFTER PER NETWORK

Brands and
companies have
ruined this
relationship time.
10

Too much focus on
Sales (Sex)
Not enough focus on
Loyalty (Love)
11

We also can’t talk to
everyone the same
way…
Diﬀerent strokes for
diﬀerent folks
12

Segmentation is key.
Really understand and know who you are talking to.
13

Going through stats, gives us insights
into what matters to our subscribers,
our customers, our audience.
14

Behavioural data segmentation always
wins over demographic.
15
Behavioural data

16
A simple description of your
customer… is not as valuable
as knowing what your
customer is doing.

17
A simple description of your
customer… is not as valuable
as knowing what your
customer is doing.

Segmentation is most eﬀect when its based on a RFM Matrix.
18

19
Segmentation is not as easy
at it may seem…. mainly
because of data mining
challenges.
!
Work with professionals.

How do we get our segments
to pay attention to us?
20

Getting back to that relationship time…
!
People only spend
2-6 seconds viewing
your email not
reading it.
21

2013-06-04 7:49 PMThe Altitude Report
web version >
MAY 2013
CAMILLE FORTIER-JORDAN
999999902
Camille Fortier-Jordan,
Spring is in the air and we're on the go. In this edition we'd like to
introduce you to our new leisure airline – Air Canada rouge. Now that
the weather has cleared, it's a perfect opportunity to get away on
rouge. With unbeatable discounted rates – you can takeoff on a whim
even if your budget is on a dime.
You'll also get to know a new class of service with our Premium
Economy class. All that and more in this edition of The Altitude
Report.
The Altitude Report Team
ALTITUDE QUALIFYING MILES*
0
ALTITUDE QUALIFYING SEGMENTS*
0
*AS OF APRIL 30
VIEW YOUR DASHBOARD
VISIT THE U.S. THIS SUMMER
Earn 5 eUpgrade Credits when you purchase a round-trip Latitude or Executive Class®
fare, for travel between
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Simply book your flight before May 14, 2013 for travel between June 17 and September 30, 2013. Remember
to provide your Aeroplan® number and use this promotional code: EA9PTUY1
ROUGE MEANS GO
Enjoy the priority travel services and privileges
you're used to when you fly with Air Canada
rouge, including priority check-in and airport
lounge access. Lower prices with the same high
level of service - can't be beat.
GET TO KNOW PREMIUM ECONOMY
Treat yourself to a new class of travel in Premium
Economy available on our daily flight from Montreal to
Paris starting in July 2013. It's the kind of indulgence you
can get used to with a more comfortable trip in a wider
seat, premium meal services and more.
THE EARLIER, THE BETTER
Check-in and baggage acceptance for flights within Canada are now
closing 45 minutes prior to departure. Flights leaving from Toronto's city
airport remain available for check-in and baggage until 20 minutes before
departure. Stand-by early and stand-by later options remain available up
until the boarding gate deadline, including Rapidair flights.
Check-in online or with your mobile device within 24 hours of flight
departure.
A NEW STAR FOR STAR ALLIANCE
Welcome Shenzhen Airlines as a new Star Alliance™ member airline,
which adds five destinations in China to our network. Enjoy Star Alliance
Silver recognition and earn Altitude Qualifying Miles on eligible flights.
GO GREEN
Did you know purchasing carbon offsets is one way you can mitigate the
environmental impact of traveling? Next time you buy a ticket, you can
also purchase offsets through our partner, Zerofootprint. Since 2007,
over 18,000 tonnes of emissions have been prevented by Air Canada
passengers alone.
FAVORITE TWEETS
We love nothing more than to have your feedback,
especially in the Twittersphere.
CHECK OUT WHAT SOME OF THE MEMBERS HAD TO
SAY:
@BrettDGagnon
oh #aircanada say it ain't so, 3, THREE ontime
pushbacks in a row, good on ya, nice trending!
@sprint_mgmt
Thanks @ACAltitude for the upgrade to Executive
First to Tokyo on May 2nd! @AirCanada the only
airline I trust and travel!
@kregloewen
Off to #atlanta today and going in style. Thanks
@ACAltitude
EXCLUSIVE PARTNER OFFERS
Enhance your stay at Fairmont Hotels & Resorts
through the Fairmont President's Club. An entire
suite of benefits and privileges awaits you.
Give yourself peace of mind with a complimentary
trial subscription to LoJack for Laptops – a world-
renowned laptop recovery service.
Learn more about these and other Partner Offers.
* In case of discrepancy between the mileage balance shown in The Altitude Report and the amount displayed on your Dashboard at
altitude.aircanada.com, the Dashboard shall prevail.
As an Air Canada Altitude member, you are subscribed to receive emails from Air Canada Altitude as camille.fortier-jordan@draftfcb.com.
This newsletter will keep you up to date about Altitude exclusive offers and news that are not available through any other channel. If you
no longer wish to receive it, you can unsubscribe. Clicking unsubscribe will only unsubscribe you from The Altitude Report.
Two versions of
the same email…
!
Which one are
you are most
attracted to?

The 5 stages of email viewing
23
1. Who
2. Subject line
3. Pre-header
4. Preview pane
5. Pre-scroll

1.Who
Claudine Tremblay Claudine| Le Poulet du Québec Le Poulet du Québec
+ contact info in email footer
Personal but
not vague

2.Subject line
« Une tablée très originale pour le temps des sucres »
« Découvrez une tablée très originale pour le temps des sucres »
!
« Gourmets et gourmands, inscrivez-vous à nos ateliers ! »
« Gourmets et gourmands, des ateliers à ne pas manquer ! »
!
« Martin Drainville suggère sa recette »
« Devinez qui suggère sa recette ! »
RECO:
RECO:
RECO: Intriguing
Piques your
curiosity

3.Pre-header
Supports the
subject line

3.Pre-header
Ligne d’objet: De méchantes bonnes nouvelles vous attendent.

4.Preview pane
Key word and
image in top-
left corner

5.Pre-scroll
No false
bottoms

The arrival of Gmail’s Grid Layout…
!
31

Gmail Promotions Tab

Grid Layout

Grid Layout
75 characters
20 characters
580 pixels by 400 pixels
veriﬁed Google+ proﬁle logo

Grid Layout
veriﬁed Google+ proﬁle logo

Examples
The featured
image has to
say it all.

Segmentation
Behavioural data
RFM Matrix
37
Email UX
5 stages of email viewing
Gmail grid layout
Design & Copy for
Emotions
Balance of Sex (Sales)
& Love (Loyalty)
Seduction
& Fun

Best of the best
“Get her this”
• Great subject line
• Not self-serving (more
“love” than “sex”)
• Focuses on helping you
• Fun and interactive

“Jason, upgrade to iPhone 5”
• Good subject line
• But the focus should be
more on Fido’s USP and
“love and loyalty" than
just the “sexy” object.
Ecommerce

Transactional email
Little Moo
• Brings an inanimate
boring transactional email
to life.
• Creates a relationship
between you and their
transactional bot.

Editorial voice
“My favorite summer
whites”
“Shoes are required. Socks
are not.”
• Focus is on “love and
loyalty”
• Advice on etiquette and
style to build trust and to
give their subscribers the
conﬁdence to move
forward with purchases
• Consider as a format for
bloggers and journalists
instead
!

42
Thank you!
855-766-3852 | hello@matterinside.com
EMAIL RELATIONSHIP MANAGEMENT™

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