Optimizing your Email Program for Nurture Marketing, Mobile, Social Media
To do Online Marketing well,  marketers need to be good at so much more than Email + Search. -- Social is the new staple -...
Our world today
Enough to make you Scream
History Lesson – starting w/ Email Email invented in 1971 “ In 1971, Ray Tomlinson developed the first ARPANET email appli...
History Lesson – Search <ul><li>Jul’03: Yahoo buys Overture; monetizes Search </li></ul><ul><li>Aug’04: Google pays Yahoo ...
History Lesson – Social
History Lesson – Mobile
How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Ma...
2007: Use Email to Build Community
Storytelling Drives Results
Community Waiting to be Discovered
Results (14 day campaign) <ul><li>61,000 unique visitors </li></ul><ul><li>2,175 user-generated images uploaded </li></ul>...
2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time
RSS-to-Email applies to Small Biz
<ul><li>How do they find you? </li></ul><ul><li>Where do they land? </li></ul><ul><li>How do you continue the conversation...
Finding Thru Search: Paid vs. Organic
Finding you: Blogs, Social Media
 
eROI Google Analytics Stats
eROI Leads by Source
eROI Resource Landing Page…Bad
eROI Resource Landing Page…Good
<ul><li>Opt in / Thank you </li></ul><ul><li>Welcome Messaging </li></ul><ul><li>First Touch </li></ul>3 Email Nurture Pro...
Tips for Opt-In <ul><ul><li>Call out your Email Opt-in on every page of your site. </li></ul></ul><ul><ul><li>Don’t expect...
Examples of Opt-in Questions Good Too Much
CBSSports.com Opt-In: Before/After
CBSSports.com Welcome Email Strategy
 
Thank you after Opt-In <ul><ul><li>Thank them </li></ul></ul><ul><ul><li>Confirm the action they took </li></ul></ul><ul><...
The Thank you Email: Business Reasons  1. Immediate recognition 2. Start of life cycle marketing 3. Tests email address va...
A Welcome Email is the first email received after an opt-in and/or confirmation of subscription This will likely be your  ...
The Welcome Email: Business Reasons  <ul><li>Continued Conversation </li></ul><ul><li>Exposure to additional paths </li></...
 
Twitter + HTML Welcome Email = LOVE
2008:  Email  Anatomy Pre-Header Header Email Body Social Media integration Functional Footer
2009: Email Trend – Higher Volume Average volume: Retailers send 2.5 emails/week – nearly 1 email every other day We’re hi...
2009: Holiday Email - Icebreaker
Campaigns/Frequency 3 months of Oct’09-Dec’09: 38 emails 3 years of Sep’06-Sep’09: 36 emails Total emails sent:  Oct’09 – ...
2009: Mobile Optimization
2009: Mobile Landing Page
2009: Mobile Banfield site <ul><li>Keep it simple to get to critical information (4 paths) </li></ul><ul><li>Location-base...
2009: Mobile Web for true Engagement, not just impressions <ul><li>Email still the backbone for mobile web apps </li></ul>...
2010: Do all the above well, AND… <ul><li>Place  –  where customer is interacting with your    messaging </li></ul><ul><li...
How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Ma...
Thank you. Ryan Buchanan CEO, eROI [email_address]
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eROI Email Program for Nurture, Social, Mobile

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Optimizing your Email Program for Nurture Marketing, Social Media, and Mobile

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eROI Email Program for Nurture, Social, Mobile

  1. 1. Optimizing your Email Program for Nurture Marketing, Mobile, Social Media
  2. 2. To do Online Marketing well, marketers need to be good at so much more than Email + Search. -- Social is the new staple -- Mobile is next The Online Marketer’s Challenge
  3. 3. Our world today
  4. 4. Enough to make you Scream
  5. 5. History Lesson – starting w/ Email Email invented in 1971 “ In 1971, Ray Tomlinson developed the first ARPANET email application…he chose the &quot;commercial at&quot; symbol to combine the user and host names, providing the naturally meaningful notation &quot;user@host&quot; that is the standard for email…” Source: LivingInternet.com @
  6. 6. History Lesson – Search <ul><li>Jul’03: Yahoo buys Overture; monetizes Search </li></ul><ul><li>Aug’04: Google pays Yahoo $28.5M in exchange for Bid-for-Placement patent settlement. (Google market cap is now $184 Billion). </li></ul>
  7. 7. History Lesson – Social
  8. 8. History Lesson – Mobile
  9. 9. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: all of the above and more…
  10. 10. 2007: Use Email to Build Community
  11. 11. Storytelling Drives Results
  12. 12. Community Waiting to be Discovered
  13. 13. Results (14 day campaign) <ul><li>61,000 unique visitors </li></ul><ul><li>2,175 user-generated images uploaded </li></ul><ul><li>150 comments created for 12 Wacom artists </li></ul><ul><li>2,000+ new subscribers to email house list </li></ul><ul><li>Online sales 150% increase over previous year </li></ul>
  14. 14. 2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time
  15. 15. RSS-to-Email applies to Small Biz
  16. 16. <ul><li>How do they find you? </li></ul><ul><li>Where do they land? </li></ul><ul><li>How do you continue the conversation? </li></ul>2008: Nurture Marketing
  17. 17. Finding Thru Search: Paid vs. Organic
  18. 18. Finding you: Blogs, Social Media
  19. 20. eROI Google Analytics Stats
  20. 21. eROI Leads by Source
  21. 22. eROI Resource Landing Page…Bad
  22. 23. eROI Resource Landing Page…Good
  23. 24. <ul><li>Opt in / Thank you </li></ul><ul><li>Welcome Messaging </li></ul><ul><li>First Touch </li></ul>3 Email Nurture Program Components
  24. 25. Tips for Opt-In <ul><ul><li>Call out your Email Opt-in on every page of your site. </li></ul></ul><ul><ul><li>Don’t expect them to find it. </li></ul></ul><ul><ul><li>Links to samples are effective </li></ul></ul><ul><ul><li>Give subscribers choices! e.g. frequency (daily, weekly, monthly), event alerts, etc... </li></ul></ul><ul><ul><li>Tell them specifically what they’re signing up for & how often they’ll hear from you. Keep that promise. </li></ul></ul><ul><ul><li>Don’t make someone register (user/pass) for email </li></ul></ul><ul><ul><li>Remember, you can get more information later </li></ul></ul>
  25. 26. Examples of Opt-in Questions Good Too Much
  26. 27. CBSSports.com Opt-In: Before/After
  27. 28. CBSSports.com Welcome Email Strategy
  28. 30. Thank you after Opt-In <ul><ul><li>Thank them </li></ul></ul><ul><ul><li>Confirm the action they took </li></ul></ul><ul><ul><li>Give them the info they need </li></ul></ul><ul><ul><li>Continue the dialogue </li></ul></ul>
  29. 31. The Thank you Email: Business Reasons 1. Immediate recognition 2. Start of life cycle marketing 3. Tests email address validity 4. Begins behavioral profile
  30. 32. A Welcome Email is the first email received after an opt-in and/or confirmation of subscription This will likely be your highest open rate ever. Make it count . Welcome Email
  31. 33. The Welcome Email: Business Reasons <ul><li>Continued Conversation </li></ul><ul><li>Exposure to additional paths </li></ul><ul><li>Subscription management / progressive profiling </li></ul><ul><li>Opportunity to award / reward </li></ul>
  32. 35. Twitter + HTML Welcome Email = LOVE
  33. 36. 2008: Email Anatomy Pre-Header Header Email Body Social Media integration Functional Footer
  34. 37. 2009: Email Trend – Higher Volume Average volume: Retailers send 2.5 emails/week – nearly 1 email every other day We’re hitting the threshold. Soon, results will show email fatigue. Until then, send away to maximize results… BTW – relevancy improves results dramatically
  35. 38. 2009: Holiday Email - Icebreaker
  36. 39. Campaigns/Frequency 3 months of Oct’09-Dec’09: 38 emails 3 years of Sep’06-Sep’09: 36 emails Total emails sent: Oct’09 – Dec’09 ~500k Sep’06 - Sep’09 ~450k Read Rate Oct-Dec’09 – 25% Read Rate ‘06-Sep’09 – 33% Click Through Rate Oct-Dec’09 – 7.5% Click Through Rate ‘06-Sep’09 – 10.5% Average Opt Out/Campaign Rate – 0.66% Icebreaker Holiday Email Findings
  37. 40. 2009: Mobile Optimization
  38. 41. 2009: Mobile Landing Page
  39. 42. 2009: Mobile Banfield site <ul><li>Keep it simple to get to critical information (4 paths) </li></ul><ul><li>Location-based search </li></ul><ul><li>About and Contact used often </li></ul>
  40. 43. 2009: Mobile Web for true Engagement, not just impressions <ul><li>Email still the backbone for mobile web apps </li></ul><ul><li>More popular for B2C </li></ul>
  41. 44. 2010: Do all the above well, AND… <ul><li>Place – where customer is interacting with your messaging </li></ul><ul><li>Device : gaming devices, mobile devices, TVs, tablets, netbooks, laptops, desktops, POS, etc. </li></ul><ul><li>Location : geo-location on mobile device (e.g. Foursquare) </li></ul><ul><li>Action : how/where/when customer is engaging with your brand and reaching goals you set out </li></ul><ul><li>Intent : matching your goals with visitor goals </li></ul>Source: Dylan Boyd, Email Wars blogger
  42. 45. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: all of the above and more…
  43. 46. Thank you. Ryan Buchanan CEO, eROI [email_address]

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