7 Surefire Ways to Improve ROI for Your Email Program - BrightWave Marketing


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7 Surefire Ways to Improve ROI for Your Email Program

Email marketing is the most cost efficient and measurable marketing platform yet ROI is often elusive for many digital marketers. Hear actionable ways to drive revenue, engage your subscribers, cut costs and build stronger relationships with your customers and prospects. List growth, social integration, creative and metrics usage will also be addressed among other email essentials in an always changing email marketing world.

* Simms Jenkins, CEO, BrightWave Marketing

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  • “ 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
  • Compare this to a recent study by Vitrue, which valued Facebook fans at an average of $3.60. That means Starbucks' 6.5 million fan base is worth a bit over $23 million and, using Rapp's e-mail value, Coke Rewards' 12 million reward e-mail subscribers are worth $1.4 billion.
  • Emails I like the creative for varying reasons –”we’re about to pee our pants” is scoutmob
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  • Email helped increase Facebook Fan growth by 700% to surpass 1,000,000 fans
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  • 7 Surefire Ways to Improve ROI for Your Email Program - 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 7 Surefire Ways To Improve ROI
    2. 2. #OMSATL
    3. 3. <ul><li>Specialized, best of breed agency </li></ul><ul><li>Renowned thought leadership & industry expertise </li></ul><ul><li>Agency Partnership model - an extension of your team </li></ul>… an award-winning agency specializing in email marketing & digital targeted messaging programs BrightWave Marketing Introduction
    4. 4. Sample Clients
    5. 5. Renowned Thought Leadership & Industry Expertise
    6. 6. <ul><li>Defining Goals, ROI & Program Value </li></ul><ul><li>Subscriber Acquisition </li></ul><ul><li>Email Creative & Messaging </li></ul><ul><li>Frequency, Segmentation & Targeting </li></ul><ul><li>Leveraging Social Media </li></ul><ul><li>Measuring Your Program Beyond Opens & Clicks </li></ul><ul><li>Low Hanging Fruit </li></ul>7 Surefire Ways To Improve ROI
    7. 7.
    8. 8. “ 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 Email continues to gain steam
    9. 9. “ 54% of marketers plan to increase email budgets in 2010. - Exact Target (2010) Not to mention gaining speed
    10. 10. 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 2009, marketers can expect an estimated $43.62 ROI -- DMA, 2009
    11. 11. Sheryl Sandberg, Facebook COO “ If you want to know what people like us will do tomorrow, you look at what teenagers are doing today. Email–I can’t imagine life without it–is probably going away. ”
    12. 12. Tweet Tweet <ul><li>Most teens don’t drink red wine, red wine is probably going away #emailisdeadanalogy (Loren McDonald) </li></ul>Most teens don’t have kids, there will be no children in the future #emailisdeadanalogy (Morgan Stewart) Kids don’t drive. Therefore, cars will soon cease to exist. #emailisdeadanalogy (Martin Lieberman)
    13. 13. Defining Goals, ROI & Program Value
    14. 14. <ul><li>37% Client Side Email Marketers work in small teams of just one or two people dedicated to email (EmailStatCenter.com) </li></ul><ul><li>More than 40% of clients dedicate $100,000 or less of their annual budgets to email marketing (EmailStatCenter.com) </li></ul><ul><li>14% of clients did not know their email budget (EmailStatCenter.com) </li></ul><ul><li>Almost half of interactive marketers surveyed say their organization struggles to prove the ROI of its efforts, while 7 in 10 say there are understaffed to do so (Forrester Research) </li></ul>Defining Goals, ROI & Program Value
    15. 15. <ul><li>Nearly half (44 percent) said that &quot;customer engagement&quot; is the way their email program is measured </li></ul><ul><li>23 percent said that the factors that contribute to revenue (like engagement) matter </li></ul><ul><li>About the same number (21 percent), however, are still judged by one metric alone: revenue. Revenue by any means </li></ul>ClickZ Study From June 2010
    16. 16. &quot;If you don't know where you're going, you might not get there.” Yogi Berra, Baseball Player, Manager & Life Philosopher
    17. 17.
    18. 18. Get Your Raise
    19. 19. Subscriber Acquisition
    20. 20. Stan Rapp has said the value of a single opt-in address is estimated at $118 Lifetime value of Email address is $23 (Epsilon) Facebook fans valued at an average of $3.60 (ViTrue) Starbucks' 6.5 million fan base is worth a bit over $23 million Coke Rewards' 12 million reward email subscribers are worth $276 Million to $1.4 Billion What Is The Value Of A Facebook Fan? Zero! (Forrester)
    21. 21. Subscriber Acquisition - Online
    22. 22.
    23. 23. Subscriber Acquisition - Online
    24. 24. Opting In Made Easy
    25. 25. <ul><li>B2B Sales & Collateral </li></ul><ul><li>Point of Sale </li></ul><ul><li>Call Center </li></ul><ul><li>In-Store </li></ul>Subscriber Acquisition - Offline In-Flight
    26. 26. Email Creative & Messaging
    27. 27. <ul><li>Inbox Congestion </li></ul><ul><li>Lack of Clear Value & Relevancy </li></ul><ul><li>Mobile Triage & Rendering </li></ul><ul><li>Only 33 percent of surveyed consumers have images turned on by default (MarketingSherpa) </li></ul>Challenges
    28. 28. Are You Prepared for 67% of Your Audience to See This?
    29. 29. Images On
    30. 30. Images Turned Off
    31. 31. Optimization is Critical
    32. 32.
    33. 33. Enable Viral Behavior
    34. 34. Break Out of the (in)Box
    35. 35. Make Your <10 Seconds Count
    36. 36. Frequency, Segmentation & Targeting
    37. 37. The Inbox is Evolving Interact with your audience where they choose to receive & engage with opt-in messaging “ Advertising’s new role is to drive prospects to the web for memorable, relevant opt-in involvement” Stan Rapp, author and founder of Rapp Collins/Chairman of Engauge keynote speech at Email Evolution conference 2009
    38. 38.
    39. 39. Dynamic Content > Segmented Lists
    40. 40. Remarketing <ul><li>Redesigned creative lifted response rate between 100-350% </li></ul><ul><li>Email Marketing efforts generated $119,567 in revenue </li></ul><ul><li>ROI was $39 for every $1 spent for a 3,886% return </li></ul><ul><li>Overall event registration was 11% higher than planned </li></ul><ul><li>Won Atlanta Marketer of the Year (AMY) Award by the American Marketing Association (AMA) & South Star Award by Direct Marketing Association (DMA) for best email marketing campaign </li></ul>After Before
    41. 41. Leveraging Social Media
    42. 42.
    43. 43.
    44. 44. True Email & Social Integration
    45. 45. <ul><li>Don’t Just Ask to Follow, Like & Join </li></ul><ul><ul><li>Present Benefit: Explain What’s in it For Me? </li></ul></ul><ul><li>Invite in Messaging Not Just Buttons & Footer </li></ul><ul><li>Avoid being the “Cut & Paste Marketer” </li></ul><ul><ul><li>Voice, Tone and Messaging Matter & Should Be Unique </li></ul></ul><ul><li>Test & Test Again </li></ul><ul><li>Don’t Forget to Acquire for Email Too! </li></ul>Best Practices
    46. 46. Measuring Your Program Beyond Opens & Clicks
    47. 47.    “ Do not use stats as a drunkard uses a lamp post – for support rather than illumination... the only three business metrics that count are increased revenue, lower expenses and increased customer satisfaction.” Jim Sterne, Founder, Web Analytics Association There are three kinds of lies: lies, damned lies, and statistics.&quot; Benjamin Disraeli, British politician and Prime Minister, 1804 - 1881
    48. 48. The Email Scorecard <ul><li>Highlights for the month </li></ul><ul><li>Benchmarking over time </li></ul><ul><li>Impact on other channels </li></ul><ul><li>Industry Benchmarking </li></ul>
    49. 49. Low Hanging Fruit
    50. 50.
    51. 51.
    52. 52. 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
    53. 53. #OMSATL