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Email Marketing: Messaging & Strategy

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Ross Kramer
Ross Kramer

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

BusinessTechnology
1 of 47
Email Message & Strategy ,[object Object],[object Object],[object Object],[object Object],Email Messaging & Strategy Ross Kramer, Listrak
3 R’s of Messaging Strategy Rendering Reputation Relevancy
The 1 st R ,[object Object]
Email Marketers Dilemma People grow disinterested as you send them the same information over time.
Keys to Success ,[object Object],[object Object],[object Object]
Pathways to Relevancy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Analytics Example
 
The 2 nd R RENDERING
Rendering ,[object Object]
Rendering ,[object Object]
?
 
 
 
Other Challenges ,[object Object],[object Object],[object Object]
Rendering ,[object Object]
Rendering Tools
Rendering Tools
Accreditation Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The 3 rd R REPUTATION
Reputation ,[object Object]
Reputation ,[object Object],Message Not Relevant? Can’t Read the Message? No Permission?
Reputation ,[object Object],[object Object],[object Object],[object Object]
Critical Performance Pieces Content List Quality Offer/ Call to Action
Content Strategy ,[object Object],[object Object],[object Object],[object Object]
Subject Lines ,[object Object],[object Object]
Subject Lines ,[object Object],[object Object]
Four Subject Line Imperatives ,[object Object],[object Object],[object Object],[object Object]
Customer–centric Content ,[object Object],[object Object],[object Object],[object Object]
Content Strategy ,[object Object],[object Object],[object Object],[object Object]
Content Strategy ,[object Object],http://www.aminstitute.com/headline/
Content Strategy ,[object Object],[object Object],[object Object]
MarketingSherpa Email Awards 2007 – Best Consumer Postcard
20,000 messages delivered 6,500 messages forwarded to friends!
Heatmap Studies Source: MarketingSherpa
Source: MarketingSherpa
Heatmap Takeaway ,[object Object],[object Object],[object Object]
When to Mail Listrak ESP 28 million emails sent 3000 campaigns
When to Mail? Listrak ESP 240 million emails sent 26,000 campaigns
When to Mail ,[object Object],[object Object],[object Object],[object Object]
Testing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Testing & Tuning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Determine Sample Size
Ideas for Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3 R’s of Messaging Strategy Rendering Reputation Relevancy
Q & A

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