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Email and Search: The Long Tail Meets The Content Trail<br />Stephanie Miller<br />VP, Return Path, Inc.<br />@StephanieSA...
Introductions<br />
Improve Email Performance<br />The only global, fact-based Reputation Network<br /><ul><li>Reach the inbox.
Take advantage of your good sender reputation.
 Earn a response.
 Grow an active file.
 Celebrate subscribers.</li></ul>© 2009 Return Path, Inc. www.returnpath.net  | Confidential, do not reproduce   3<br />
Today’s Goal<br />
Search & Email: Distant Cousins<br />
Email Improves The Search Investment<br />1. Push/Pull<br />2. Acquire 1x<br />3. Data<br />4. Content<br />
Research & Recommendation<br />
Research<br />Explore & Validate<br />Share<br />Buyer Lifecycle<br />Socialize<br />Trial<br />
Search<br />Email<br />Research<br />Search<br />Email<br />Explore & Validate<br />Share<br />Email<br />Buyer Lifecycle<...
Relationship Drives Channel Choice<br />
Multi Channel is Stronger<br />
1. Share Data.<br />
Search = User Intent & Behavior <br />
Email = Subscriber Profile + Behavior <br />
Subject Lines and Keywords<br />
Email Conversations<br />
Conversation Starters<br />Welcome<br />Purchase<br />Non-Activity<br />Renewal<br />Anniversary<br />Milestones<br />Birt...
2. Get the Opt In<br />
See more detail at: www.returnpath.biz/signmeup<br />Under “Cool Email Ideas”<br />
24<br />
AskMen Registration Form<br /><ul><li>Visual form elements tripled subscribers in one week.  Achieved 80% average confirma...
Capture In Context<br />
27<br />Netflix Free Trial Campaign<br />
Chris Slides Go here<br />28<br />Netflix Free Trial Campaign<br />
Chris Slides Go here<br />29<br />Netflix Free Trial Campaign<br />
30<br />
Promote Email on Facebook Page<br />
Find Us<br />Share Us<br />
SWYN vs. FTAF = 30 vs. 2<br />34<br />
Once Obtained, Don’t Assume!<br />Most email files are 25%-65% “non-responders”<br />Welcome messages are often the highes...
??<br />Research<br />Explore & Validate<br />Share<br />Buyer Lifecycle<br />Socialize<br />Trial<br />
Subscriber Covenant.<br />
free shipping 10% off enter to win free stuff grand prize drawing50% off your first order free shipping    download now!co...
Why Do They Complain?<br />Too frequent<br />Not as expected<br />Irrelevant<br />Badly timed<br />Just not that interesti...
For most marketers, 20% never reaches the inbox. <br />
If an email doesn’t land in the inbox, can it get a click?<br />
You have a sender reputation<br />
But how do I knowwhat my email reputation is?www.senderscore.orgwww.dnsstuff.comwww.senderbase.com<br />
3.  Welcome & Engage<br />49<br />
60% of companies don’t send a Welcome Message<br />50<br />
51<br />© 2009 Return Path, Inc. www.returnpath.net  | Confidential, do not reproduce   51<br />
© 2009 Return Path, Inc. www.returnpath.net  | Confidential, do not reproduce   52<br />
53<br />© 2009 Return Path, Inc. www.returnpath.net  | Confidential, do not reproduce   53<br />
The Trick:  Send Something Helpful for This Moment<br />
3<br />Search/Email Synergy<br />Share Data<br />Get the Opt In<br />Welcome & Engage<br />
57<br />© 2009 Return Path, Inc.<br />Attribution<br />
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Ses Nyc Email And Search S Miller March 2010

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Stephanie Miller of Return Path presentation on using email marketing to extend the ROI and value of search prospects, at SES NY, March 2010. "The Content Trail Meeds the Long Tail."

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Ses Nyc Email And Search S Miller March 2010

  1. 1. Email and Search: The Long Tail Meets The Content Trail<br />Stephanie Miller<br />VP, Return Path, Inc.<br />@StephanieSAM<br />
  2. 2. Introductions<br />
  3. 3. Improve Email Performance<br />The only global, fact-based Reputation Network<br /><ul><li>Reach the inbox.
  4. 4. Take advantage of your good sender reputation.
  5. 5. Earn a response.
  6. 6. Grow an active file.
  7. 7. Celebrate subscribers.</li></ul>© 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 3<br />
  8. 8. Today’s Goal<br />
  9. 9.
  10. 10. Search & Email: Distant Cousins<br />
  11. 11. Email Improves The Search Investment<br />1. Push/Pull<br />2. Acquire 1x<br />3. Data<br />4. Content<br />
  12. 12. Research & Recommendation<br />
  13. 13.
  14. 14. Research<br />Explore & Validate<br />Share<br />Buyer Lifecycle<br />Socialize<br />Trial<br />
  15. 15. Search<br />Email<br />Research<br />Search<br />Email<br />Explore & Validate<br />Share<br />Email<br />Buyer Lifecycle<br />Social<br />Email<br />Socialize<br />Trial<br />Email<br />Social<br />
  16. 16. Relationship Drives Channel Choice<br />
  17. 17. Multi Channel is Stronger<br />
  18. 18. 1. Share Data.<br />
  19. 19. Search = User Intent & Behavior <br />
  20. 20. Email = Subscriber Profile + Behavior <br />
  21. 21. Subject Lines and Keywords<br />
  22. 22.
  23. 23. Email Conversations<br />
  24. 24.
  25. 25. Conversation Starters<br />Welcome<br />Purchase<br />Non-Activity<br />Renewal<br />Anniversary<br />Milestones<br />Birthday<br />Season<br />21<br />
  26. 26. 2. Get the Opt In<br />
  27. 27. See more detail at: www.returnpath.biz/signmeup<br />Under “Cool Email Ideas”<br />
  28. 28. 24<br />
  29. 29. AskMen Registration Form<br /><ul><li>Visual form elements tripled subscribers in one week. Achieved 80% average confirmation rate. </li></ul>Before<br />After<br />
  30. 30. Capture In Context<br />
  31. 31. 27<br />Netflix Free Trial Campaign<br />
  32. 32. Chris Slides Go here<br />28<br />Netflix Free Trial Campaign<br />
  33. 33. Chris Slides Go here<br />29<br />Netflix Free Trial Campaign<br />
  34. 34. 30<br />
  35. 35. Promote Email on Facebook Page<br />
  36. 36.
  37. 37. Find Us<br />Share Us<br />
  38. 38. SWYN vs. FTAF = 30 vs. 2<br />34<br />
  39. 39. Once Obtained, Don’t Assume!<br />Most email files are 25%-65% “non-responders”<br />Welcome messages are often the highest complaint-driving emails<br />Industry groups, the FTC and receivers all watch permission grant status and age<br />Solution: Manage your content & contact strategies to provide 3-4 touches for every response you earn<br />
  40. 40. ??<br />Research<br />Explore & Validate<br />Share<br />Buyer Lifecycle<br />Socialize<br />Trial<br />
  41. 41.
  42. 42.
  43. 43. Subscriber Covenant.<br />
  44. 44. free shipping 10% off enter to win free stuff grand prize drawing50% off your first order free shipping download now!contestwin a spa vacation new whitepaperbuy one get one free half off sweepstakes 25% off! Join us on Facebook!<br />
  45. 45.
  46. 46.
  47. 47.
  48. 48. Why Do They Complain?<br />Too frequent<br />Not as expected<br />Irrelevant<br />Badly timed<br />Just not that interesting<br />
  49. 49. For most marketers, 20% never reaches the inbox. <br />
  50. 50. If an email doesn’t land in the inbox, can it get a click?<br />
  51. 51. You have a sender reputation<br />
  52. 52. But how do I knowwhat my email reputation is?www.senderscore.orgwww.dnsstuff.comwww.senderbase.com<br />
  53. 53. 3. Welcome & Engage<br />49<br />
  54. 54. 60% of companies don’t send a Welcome Message<br />50<br />
  55. 55. 51<br />© 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 51<br />
  56. 56. © 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 52<br />
  57. 57. 53<br />© 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 53<br />
  58. 58. The Trick: Send Something Helpful for This Moment<br />
  59. 59.
  60. 60. 3<br />Search/Email Synergy<br />Share Data<br />Get the Opt In<br />Welcome & Engage<br />
  61. 61. 57<br />© 2009 Return Path, Inc.<br />Attribution<br />
  62. 62.
  63. 63. Attribution Back to Email<br />59<br />© 2009 Return Path, Inc.<br />
  64. 64. Email Makes SEO Costs Rise<br />
  65. 65. Email and Search:<br />Complementary &<br />Exponential<br />61<br />
  66. 66. Thank you! Questions?<br />Want the deck? Email stephanie.miller@returnpath.net or @stephanieSAM<br />

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