Integrating social influencer outreach into your email outreach efforts- Simms Jenkins, BrightWave Marketing

813 views

Published on

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
813
On SlideShare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 07/27/09
  • 07/27/09
  • “ One of the top 21 email marketing information sources” & “Best Blogs” - Email Marketing Reports.com BrightWave & Client work featured in dozens of industry publications and media including The Atlanta Journal Constitution, Bloomberg TV, Marketing Sherpa, BtoB, ClickZ, DM News & MediaPost Created EmailStatCenter.com, in partnership with The Email Experience Council, the leading email research and metric portal for email marketing practitioners Contributor to iMediaConnection, over 40 email industry related articles published “ The Truth About Email Marketing” published by Pearson (FT Press, 2008) Leadership developed email programs at Cox Interactive Media, Southern Progress & WebMD
  • The first email was sent between the two machines shown in this photograph. They were (obviously) side-by-side, but the only connection between them was through the ARPANET . In the foreground is BBN-TENEXA (BBNA for short). Host names in 1971 had no .com or dot anything; DNS came along later. BBNA was the machine on which the first email was received. In the background is BBN-TENEXB (BBNB) from which the first email was sent. On the left, foreground, is the Teletype KSR-33 terminal on which the first email was printed. Immediately behind and largely obscured is another KSR-33 on which the first email was typed.
  • Trivia House specialty Co founders Or 2 burgers
  • “ One of the top 21 email marketing information sources” & “Best Blogs” - Email Marketing Reports.com BrightWave & Client work featured in dozens of industry publications and media including The Atlanta Journal Constitution, Bloomberg TV, Marketing Sherpa, BtoB, ClickZ, DM News & MediaPost Created EmailStatCenter.com, in partnership with The Email Experience Council, the leading email research and metric portal for email marketing practitioners Contributor to iMediaConnection, over 40 email industry related articles published “ The Truth About Email Marketing” published by Pearson (FT Press, 2008) Leadership developed email programs at Cox Interactive Media, Southern Progress & WebMD
  • 07/27/09
  • What Changed New template with multiple links and content offerings Used Metrics for follow up efforts Deployed via BrightWave platform Metrics Measurement & Benchmarking Results 152% increase in Click Through Rate over previous email campaigns 215% increase in Unique Clicks/Open Rate 640% increase in tracked viral activity (forwards) 13.1% increase in deliverability rate 41% decrease in unsubscribes Hired as Email Marketing Agency Of Record 07/27/09
  • Trivia House specialty Co founders Or 2 burgers
  • 07/27/09
  • 07/27/09
  • 07/27/09
  • Integrating social influencer outreach into your email outreach efforts- Simms Jenkins, BrightWave Marketing

    1. 1. Simms Jenkins CEO - BrightWave Marketing [email_address] Office: 404.888.0133 Mobile: 404.664.6864 www.BrightWaveMarketing.com www.EmailStatCenter.com www.TheTruthAboutEmailMarketing.com twitter.com/simmsjenkins Email Marketing – State of the Inbox
    2. 2. Email Marketing – State of the Inbox <ul><li>The History Of Email Marketing </li></ul><ul><li>Why Email Still Matters </li></ul><ul><li>How Email Competes in a Changing World </li></ul><ul><li>Kudos, Tips & Considerations </li></ul><ul><li>Conclusion & Questions </li></ul>
    3. 3. <ul><li>Specialized, best of breed agency </li></ul><ul><li>Pioneering digital targeted messaging </li></ul><ul><li>Renowned thought leadership & industry expertise </li></ul><ul><li>Agency Partnership model - an extension of your team </li></ul>BrightWave Marketing is an award-winning agency specializing in the strategic optimization of email marketing & digital targeted messaging programs
    4. 4. Strategic Services List Growth Management Preference Center Creation Creative Services Program Measurement & Benchmarking Data Capture Consulting Inbox Optimization Privacy and CAN-SPAM Compliance Consulting User Surveys Campaign Management Best Practices Advisory Services Database Management Integrated Text Messaging Integrated Social Networking Integrated Voice Messaging
    5. 5. Renowned Thought Leadership and Industry Expertise
    6. 6. BrightWave Clients At a Glance
    7. 7. Digital Targeted Messaging
    8. 8. The History of Email Marketing (in 10 Slides or Less)
    9. 9. The First “Email Computer”
    10. 10. ARPANET “map” in the 1960s 1,600,000,000 Number of email users worldwide by 2011
    11. 11. Email…At the Beginning <ul><li>Not that different from email as we know it today </li></ul><ul><li>Except </li></ul><ul><ul><li>only plain text </li></ul></ul><ul><ul><li>no SPAM </li></ul></ul><ul><ul><ul><li>Viagra wasn’t on the market </li></ul></ul></ul><ul><ul><ul><li>Deposed Nigerian dictators didn’t have Hotmail accounts </li></ul></ul></ul><ul><ul><ul><li>Porn was not online </li></ul></ul></ul>
    12. 12. Dot Com Bubble Era Alexis Martin Neely Interviews “Revolutionary” Email Expert Nate Hagerty: “Insider Secrets To How Marketing Experts Make Millions With Email Marketing… And Why These Strategies Have Never Before Been Properly Applied In Law Practices...But Are Critical —and Profitable—Right Now!”
    13. 13. The Bubble Burst
    14. 14. Email’s Dark Days
    15. 15. Controlling the Assault of Non-Solicited Pornography and Marketing
    16. 17. Working Hard in the Shadows
    17. 18. Web 2.0
    18. 19. The Recession Brings Email Out of the Shadows
    19. 20. The Death of Email Marketing Has Been Exaggerated… Again
    20. 22. Why Email Still Matters
    21. 23. Stan Rapp’s Words of Wisdom <ul><li>&quot;The inbox is the beating heart of the internet, and email is the tightest link ever invested between seller and buyer.&quot; </li></ul><ul><li>&quot;Advertising's new role is to drive prospects to the web for relevant opt-in experiences.&quot; </li></ul><ul><li>&quot;Email is the backbone of all digital communications.&quot; </li></ul><ul><li>&quot;The value of an email address to a knowledgeable marketer is $118.&quot; </li></ul>
    22. 24. My Words of Wisdom <ul><li>“ When a customer or prospect gives you permission to send communications to them, that is uniquely powerful.” </li></ul><ul><li>“ and uniquely awesome.” </li></ul><ul><li>“ Therefore, email marketing is uniquely powerful & awesome.” </li></ul><ul><li>“ Don’t abuse it or screw it up.” </li></ul>
    23. 25. Email is gaining steam “ We’re predicting that email will continue to distance itself from other online advertising formats over the next five years, growing to $15.7 billion and remaining the preferred channel among many marketers” Borrell Associates “ 65% of marketing spend has no discernible effect” World Advertising Research Coalition
    24. 26. Not To Mention Gaining Spend “ Marketers spent $12.1 billion on email in 2008, more than they spent on either display/banner advertising or search” Borrell Associates
    25. 27. What’s at Stake? How about Brand & Bucks? Nearly a third of survey respondents (32%) said they have stopped doing business with at least one company altogether as a result of its poor email practices -- Merkle, Feb. 2009 For every dollar spent on Email marketing in 2008, marketers can expect an estimated $45.06 ROI -- DMA, 2008
    26. 28. Tweet Tweet <ul><li>“ Creating a buyer is an expense. Creating a customer is an investment.“ Les Wunderman </li></ul><ul><li>StephanieSAM 8:04 PM May 30th </li></ul>
    27. 29. Dynamics of the New Inbox
    28. 30. The Big 3
    29. 31. The Inbox is Evolving Interact with your audience where they choose to receive & engage with opt-in messaging
    30. 32. How Does Email Compete? Drive Revenue Cut Costs Build Relationships
    31. 33. Driving Revenue
    32. 34. Driving Revenue - Email as the Digital Communication Hub ROI = 1,400% -Email Response Rates Increased 275% -Unsubscribe rate dropped 70% -Delivery Rates Up 11% -Customer Retention & Frequency = Higher SMS & Facebook Integration Email Subscriber Value of $12
    33. 36. Cutting Costs
    34. 37. How A Weekly Text Email Saved $1,000,000s <ul><li>Call Center Volume decreased more than 80% following Weekly Remittance email deployments </li></ul><ul><li>Resulting in Substantial Savings </li></ul>
    35. 38. Build Relationships
    36. 39. Online Conversations Build Relationships <ul><li>Not Selling But Communicating </li></ul><ul><li>Multiple Ways to Continue Conversation </li></ul><ul><li>Email Drives Major Increase of Facebook Fans </li></ul>
    37. 40. Kudos, Tips & Considerations
    38. 41. Studies – Do they matter? <ul><li>According to MailerMailer, its study of more than 300 e-mails found that the top 10 most common words in subject lines are, starting from No. 1 and working down, </li></ul><ul><li>“ news,” </li></ul><ul><li>“ party,” </li></ul><ul><li>“ newsletter,” </li></ul><ul><li>“ free,” </li></ul><ul><li>“ night,” </li></ul><ul><li>“ sale,” </li></ul><ul><li>“ com,” </li></ul><ul><li>“ update,” </li></ul><ul><li>“ holiday” </li></ul><ul><li>and </li></ul><ul><li>“ week.” </li></ul>
    39. 42. Best Subject Line Ever <ul><li>Free Update, Sale & News – Party Holiday Night Week com Newsletter </li></ul>
    40. 43. Study Continued (DON’T SHOOT!) <ul><li>On the surface, MailerMailer’s reporting on click throughs would seem to contradict a recent study by marketing services provider Epsilon, which reported that average click-through rates were 4.7% in the second quarter of 2008 and 5.9% in the third. </li></ul><ul><li>However, Epsilon defines click-through rates as the number of clicks divided b y the number of e-mails delivered. MailerMailer, on the other hand, defines click-through rates as the number of unique clicks divided by the number of opportunities—or links—to click </li></ul><ul><li>According to MailerMailer, religious and spiritual e-mail achieved an average 7.04% click-through rate in the second half of 2008, making it the highest of the sectors MailerMailer tracks. At the same time, restaurant and food-service e-mails saw an average 0.64% click-through rate, making it the lowest of the sectors tracked. </li></ul><ul><li>In another finding, MailerMailer determined that Mondays are generally the best days to send e-mail in terms of opens and clicks. </li></ul>
    41. 44. The Best Day & Time of the Week To Send <ul><li>The highest peaks for read rates were 9 PM and 11 PM </li></ul><ul><li>The highest open rates were Wednesday, Monday and Thursday </li></ul><ul><li>The highest click through rates were Wednesday and Thursday </li></ul><ul><li>The highest click through rates were Thursday and Saturday </li></ul><ul><li>Tuesday was retailers' favorite day to email, followed by Thursday, Monday, Friday, Wednesday, Sunday and Saturday </li></ul>
    42. 45. Tweet Tweet <ul><li>just read report saying emails sent Monday get most clicks. sure, this month they do. next month? Friday. then Tues. #testforyourselfpeople </li></ul><ul><li>justinpremick 7:14 PM Jun 2nd </li></ul>
    43. 46. Tips <ul><li>Opt Ins Everywhere </li></ul><ul><li>From Line Matters </li></ul><ul><ul><li>68% say the “from” line is the most important factor in determining whether or not they’ll open an email ( Epsilon, June 2009 ) </li></ul></ul><ul><ul><li>Common Sense </li></ul></ul><ul><ul><li>Remember the Opt In </li></ul></ul><ul><ul><ul><li>Jim Smith, VP Sales vs. Big Brand </li></ul></ul></ul><ul><li>Consider Testing Video </li></ul><ul><li>Secondary Messaging Matters </li></ul><ul><li>Don’t Fall Asleep at the Wheel </li></ul><ul><li>Sell Yourself & Your Program </li></ul>“ CAN-SPAM violations cost online ad firm $2.9 million” “ An Internet marketer will pay a $900,000 civil penalty for violating the CAN-SPAM Act” “ Marketer Slapped With $873M CAN-SPAM Fine” “ Kodak/Ofoto Settles FTC CAN-SPAM Charges” “ Canada's House of Commons. The Electronic Commerce Protection Act (ECPA) bill to pass shortly”
    44. 47. Don’t Do This http://www.someecards.com/newsletter/ PermissionPass _view.html
    45. 48. My Words of Wisdom <ul><li>“ When a customer or prospect gives you permission to send communications to them, that is uniquely powerful.” </li></ul><ul><li>“ and uniquely awesome.” </li></ul><ul><li>“ Therefore, email marketing is uniquely powerful & awesome.” </li></ul><ul><li>“ Don’t abuse it or screw it up.” </li></ul>
    46. 49. Email Marketing &Targeted Messaging are a Blend of Art & Science & Deserve a Specialized Approach
    47. 50. Who’s Doing Email Right?
    48. 51. The Sale Shouldn’t End The Cycle
    49. 53. Simms Jenkins CEO- BrightWave Marketing [email_address] Office: 404.888.0133 Mobile: 404.664.6864 www.BrightWaveMarketing.com www.EmailStatCenter.com http://twitter.com/simmsjenkins Comments & Questions

    ×