Building an Email Marketing Practice

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Notes on building an email marketing practice in a digital marketing agency. Presented at BOLO 2010, an agencyside event.

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  • Mix of elements
  • When to send? Popular tools? Standard Metrics?
  • Building an Email Marketing Practice

    1. 1. Building an Email Practice Chris Sietsema October 18, 2010
    2. 4. Pop Quiz <ul><li>$15.22 </li></ul><ul><li>$21.85 </li></ul><ul><li>$43.62 </li></ul><ul><li>$71.12 </li></ul>Direct Marketing Association, 2009 ?
    3. 5. Pop Quiz <ul><li>$15.22 </li></ul><ul><li>$21.85 </li></ul><ul><li>$43.62 </li></ul><ul><li>$71.12 </li></ul>Direct Marketing Association, 2009
    4. 6. Additional Stats <ul><li>$700M </li></ul><ul><ul><ul><li>Compared to $45.2B Direct Mail Spend </li></ul></ul></ul>Planned in 2010 for Email Spend
    5. 7. Additional Stats <ul><li>112,700 </li></ul><ul><ul><ul><li>Compared to 620,400 Search Marketers </li></ul></ul></ul>Email Marketers in 2010
    6. 8. Additional Stats <ul><li>96% </li></ul><ul><ul><ul><li>Compared to 12% willing to divulge social media profiles or identity </li></ul></ul></ul>Online adults that have shared an email address
    7. 9. So Why The Lousy Reputation?
    8. 10. Crap Sent Right to Your Inbox
    9. 11. Retention, Retention, Retention You Are Here
    10. 13. A One-to-Many Medium?
    11. 14. Revenue Model <ul><li>Strategy Execution Markup </li></ul>
    12. 15. Email Products
    13. 16. Email Products
    14. 17. List Quality Garbage In Garbage Out
    15. 18. Segmentation JangoMail Email Marketing Survey - August 2010
    16. 19. Deliverability <ul><li>CAN SPAM Clearly Defined </li></ul><ul><ul><li>Physical Address </li></ul></ul><ul><ul><li>Unsubscribe Option </li></ul></ul><ul><ul><li>No Deception </li></ul></ul><ul><ul><ul><li>Your From Name </li></ul></ul></ul><ul><ul><ul><li>No Funny Subject Lines </li></ul></ul></ul>
    17. 20. Sender Reputation <ul><li>SenderScore.org </li></ul>
    18. 21. Testing Processes <ul><li>A/B Split </li></ul><ul><li>Multivariate </li></ul>A B
    19. 23. Measurement <ul><li>Industry Averages </li></ul><ul><li>Delivery Rate – 94% </li></ul><ul><li>Open Rate – 22% </li></ul><ul><ul><li>24% for Consumer Products </li></ul></ul><ul><li>Click Rate – 6% </li></ul><ul><ul><li>7.5% for Consumer Products </li></ul></ul><ul><li>Unsubscribe Rate – 27% </li></ul>Source: Epsilon.com
    20. 24. Email Products
    21. 25. Content Elements Anatomy of an Email PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER
    22. 26. Template Design
    23. 27. Template Design 250 250
    24. 28. Horizontal Scrolling
    25. 29. Email Products
    26. 30. Lifecycle Marketing CAMPAIGNS CAMPAIGNS TRACKS TRIGGERS CAMPAIGNS MESSAGE 1 WEEK 1 IF ONGOING MESSAGES MESSAGE 2 WEEK 2 THEN MESSAGE 3 WEEK 3
    27. 31. Re-Engagement Just gimme another chance?
    28. 32. Email Products
    29. 33. Integrated Programs
    30. 34. Challenge: Synchronizing Data
    31. 35. Synchronizing Data Email Messages Customer Records {Interactions & Behaviors} {Needs & Motivations}
    32. 36. <ul><li>Strategy Creative Development Analytics </li></ul>Human Resources
    33. 37. Phased Approach <ul><li>Explore Space </li></ul><ul><li>Identify Internal Expertise </li></ul><ul><li>Start with Organic Growth </li></ul><ul><li>Bring In New Talent </li></ul><ul><li>Put Sales People to Work </li></ul>
    34. 38. To Partner or Not to Partner
    35. 39. Enterprise Tools
    36. 40. Watch & Learn
    37. 41. Utilities
    38. 42. Resources
    39. 43. Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Teach to Fish Digital </li></ul><ul><li>[email_address] </li></ul><ul><li>480.389.5435 </li></ul><ul><li>linkedin.com/in/sietsema </li></ul><ul><li>Twitter: @sietsema </li></ul><ul><li>slideshare.net/sietsema </li></ul>
    40. 44. Slide-ography <ul><li>Slides 4-7 – Direct Marketing Association Economic Impact Study </li></ul><ul><ul><li>http://directmag.com/magilla/1020-e-mail-roi-still-slipping/ </li></ul></ul><ul><li>Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Survey </li></ul><ul><ul><li>http://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/ </li></ul></ul><ul><li>Slide 9 – Charlie Brown Christmas Charles Schulz </li></ul><ul><li>Slide 13 – Andy Warhol’s Soup Cans </li></ul><ul><li>Slide 20 – Frank Sinatra Mug Shot </li></ul><ul><li>Slide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative Commons </li></ul><ul><li>Slide 25 – hamburger from j_bary on Flickr Creative Commons </li></ul><ul><li>Slide 31 – The Proposal by Boy27Wonder on Flickr Creative Commons </li></ul><ul><li>Slide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative Commons </li></ul><ul><li>Slide 42 – books in a stack from austinevan on Flickr Creative Commons </li></ul>

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