Email Marketing: Messaging & Strategy


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This was a presentation on email marketing messaging and strategy given at the DMA's DM Days 07 in New York City.

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  • Email Marketing: Messaging & Strategy

    1. 1. Email Message & Strategy <ul><li>3 R’s of Message Strategy </li></ul><ul><li>Engineering Calls to Action </li></ul><ul><li>Determining When to Mail & Testing </li></ul><ul><li>Q&A </li></ul>Email Messaging & Strategy Ross Kramer, Listrak
    2. 2. 3 R’s of Messaging Strategy Rendering Reputation Relevancy
    3. 3. The 1 st R <ul><li>RELEVANCY </li></ul>
    4. 4. Email Marketers Dilemma People grow disinterested as you send them the same information over time.
    5. 5. Keys to Success <ul><li>Know your audience </li></ul><ul><li>Know what your audience wants </li></ul><ul><li>Know how to fulfill audience needs </li></ul>
    6. 6. Pathways to Relevancy <ul><li>Start with a Preference Center </li></ul><ul><li>Personalization </li></ul><ul><ul><li>Dynamic Content </li></ul></ul><ul><li>Segmentation </li></ul><ul><ul><li>Interest / Preference </li></ul></ul><ul><ul><li>Active vs. Non-Active </li></ul></ul><ul><ul><li>Behavior (Purchase Path / Click Stream Data) </li></ul></ul>
    7. 7. Web Analytics Example
    8. 9. The 2 nd R RENDERING
    9. 10. Rendering <ul><li>Recent changes in email receivers’ technology are forcing email marketers to pay more attention to rendering in 2007. </li></ul>
    10. 11. Rendering <ul><li>Email Experience Council’s 2007 Rendering Report showed that out of 1,000 emails reviewed, 210 of them were completely blank with images turned on. </li></ul>
    11. 12. ?
    12. 16. Other Challenges <ul><li>New Microsoft Live Mail </li></ul><ul><li>New Yahoo Interface </li></ul><ul><li>New Outlook 2007 </li></ul>
    13. 17. Rendering <ul><li>Tools are available to help you quickly test rendering of your message. </li></ul>
    14. 18. Rendering Tools
    15. 19. Rendering Tools
    16. 20. Accreditation Services <ul><li>Sender Score Certified (formerly Bonded Sender) </li></ul><ul><ul><li>Road Runner / Hotmail /MSN / Microsoft Live </li></ul></ul><ul><li>Goodmail </li></ul><ul><ul><li>AOL / Yahoo (transactional) </li></ul></ul><ul><ul><li>Verizon / AT&T / Comcast / Road Runner /Cox </li></ul></ul><ul><li>Habeas SafeList </li></ul><ul><ul><li>4 million email networks </li></ul></ul>
    17. 21. The 3 rd R REPUTATION
    18. 22. Reputation <ul><li>Your email reputation is formed through a symbiotic relationship between permission level, message relevancy and mailing practices. </li></ul>
    19. 23. Reputation <ul><li>Other factors that affect reputation… </li></ul>Message Not Relevant? Can’t Read the Message? No Permission?
    20. 24. Reputation <ul><li>List Quality … Bounces! </li></ul><ul><li>List Size … Connections! </li></ul><ul><li>Measure your reputation at </li></ul><ul><ul><li> </li></ul></ul>
    21. 25. Critical Performance Pieces Content List Quality Offer/ Call to Action
    22. 26. Content Strategy <ul><li>Focus on… </li></ul><ul><ul><li>Subject Lines </li></ul></ul><ul><ul><li>Customer-centric Content (Think Relevancy!) </li></ul></ul><ul><ul><li>Testing </li></ul></ul>
    23. 27. Subject Lines <ul><li>Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more. </li></ul><ul><li>-Return Path (2006) </li></ul>
    24. 28. Subject Lines <ul><li>69% of people studied said they make the decision to click on the &quot;report spam&quot; or &quot;junk&quot; button using the subject line . </li></ul><ul><li>-Email Sender and Provider Coalition (2007) </li></ul>
    25. 29. Four Subject Line Imperatives <ul><li>Personalization Adds the person’s first name in the subject line </li></ul><ul><li>Include Your Company Name This will help with identifying who you are – think “report spam” </li></ul><ul><li>Include the offer in the Subject Line This will boost your open/read rate </li></ul><ul><li>Include a time limit or expiration This is a catalyst for “spur-of-the-moment” actions/purchases         </li></ul>
    26. 30. Customer–centric Content <ul><li>Create email campaigns that work hard and deliver highest ROI </li></ul><ul><ul><li>Create relevant content tied to recipient preference </li></ul></ul><ul><ul><li>Lifestyle messaging proving to be more lasting </li></ul></ul><ul><ul><li>Think “preview pane” - Above the fold body copy must compel reader to click on relevant offers or calls to action! </li></ul></ul>
    27. 31. Content Strategy <ul><li>Copy Changes: Small changes can make an impact </li></ul><ul><li>Example: </li></ul><ul><li>“ Click Here” versus “Get” or “Receive” </li></ul><ul><ul><li>Test and track changes all the way to conversion as “Click Here” may receive higher CTR, but other copy alternatives might convert better. </li></ul></ul>
    28. 32. Content Strategy <ul><li>Consider the Emotional Value of Your Subject Line </li></ul>
    29. 33. Content Strategy <ul><li>Creative Changes: Don’t feel that you need to always stick to your template </li></ul><ul><li>Example: </li></ul><ul><ul><li>Email Postcards can be an effective way to re-invigorate sagging response rates. </li></ul></ul>
    30. 34. MarketingSherpa Email Awards 2007 – Best Consumer Postcard
    31. 35. 20,000 messages delivered 6,500 messages forwarded to friends!
    32. 36. Heatmap Studies Source: MarketingSherpa
    33. 37. Source: MarketingSherpa
    34. 38. Heatmap Takeaway <ul><li>People scan, they don't read full sentences </li></ul><ul><li>Front load your copy with the most important information </li></ul><ul><li>People will scroll if you lead them to do so through imagery </li></ul>
    35. 39. When to Mail Listrak ESP 28 million emails sent 3000 campaigns
    36. 40. When to Mail? Listrak ESP 240 million emails sent 26,000 campaigns
    37. 41. When to Mail <ul><li>When the inbox is clean </li></ul><ul><li>Weekdays – After 9AM but before 4PM EST </li></ul><ul><li>Geographical Segmentation Consider time zones </li></ul><ul><li>Stay away from… Friday afternoons and weekends </li></ul>
    38. 42. Testing <ul><li>You don’t know </li></ul><ul><li>what you don’t know </li></ul><ul><li>The only way to know </li></ul><ul><li>what you don’t know </li></ul><ul><li>…is to test! </li></ul>
    39. 43. Testing & Tuning <ul><li>Easy Idea: A/B Split </li></ul><ul><li>Segment “x” of list as test group </li></ul><ul><li>Split test group in half “a” & “b” </li></ul><ul><li>Send separate test campaign to each split </li></ul><ul><li>Actionable results should be available </li></ul><ul><li>within 3 hours </li></ul>
    40. 44. Determine Sample Size
    41. 45. Ideas for Testing <ul><li>Subject Lines </li></ul><ul><li>Personalization </li></ul><ul><li>Segmentation </li></ul><ul><li>Offer Types </li></ul><ul><li>Coupons </li></ul><ul><li>Day Part / Week Part </li></ul>
    42. 46. 3 R’s of Messaging Strategy Rendering Reputation Relevancy
    43. 47. Q & A