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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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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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