Presentation on selected email marketing trends, followed by some tips to improve your email marketing program, including through better capture and use of data, welcome emails, using personality, integrating with social media, creating new high-value message streams and more. Presentation was presented at eM9 in San Francisco on April 21.

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9. Holiday Email Volume Explodes

10. …and the Volume Increase Continues

11. Lands’ End: 20 Emails in 22 Days
Free Shipping
20% off
$5, $10 off

15. Remember the White Flower Day Sale?
• Was every Thursday, or so it seemed
• So when did I shop at Macy’s?
• They trained me to only shop on Thursday
• Study the subject lines/emails of your competitors
• How are your positioned differently?

17. Advertising is about the only thing that
isn’t “social”

18. Twitter, Facebook, et al R Xplding

19. Everyone is Joining the Fray

20. Mobile Devices Are the Norm

22. My Recent Inbox Snapshot – Nearly Half Are
Alerts/Notifications
Only 1 message was opened …

23. Except…that I
read several of
the emails on
my Blackberry

24. Same Email… May Be Read In Multiple
Environments
Web
Browser Web
PC client Version
Mobile
Social
RSS Feed
Client
Network

26. From 4 Pages …

27. … to 140 characters…

29. Email’s Future Looks Bright
Email Still Top’s for ROI
Email’s ROI in 2008 was
$45.06 for every
dollar spent on
it, according to the DMA’s
Power of Direct economic
impact study.

30. …And Email Still Rocks for Business
Communications

32. Stop Using the Ketchup on Your Emails

33. It is all About the Ingredients

35. My Expectations:
• Birthday wish and/or coupon
• Age-based content/offers
• Gender-based content/offers

36. Now for that haircut, What I Get
I’d Pay More Than $16! • No birthday
wish
• Content does
not reflect age or
gender
Loren

37. No Data/Preferences Collected
Logical Personalization?:
• Gender
• Marital status
• Age ranges on signup
• Wedding anniversary
• Significant other’s birth date

38. 2. Use Behavioral Data

39. Cart Abandonment
Cart Abandonment Reminder
Campaign
Big Results after One Month:
(compared to all previous email
campaigns)
48% lift Click through rate
129% lift in Net Conversion rate
Accounted for 10.4% of the total
revenue from email marketing
while representing only 2.7% of the
total email volume.

40. Purchase Data

42. Email That Educates & Sells

43. Community/UGC Aggregation

44. Productizing of Emails
• Notifications
• Alerts
• Reminders
• Aggregators
• Confirmations
• Updates
• Closeouts
• Invoices
• …and more

46. Sharing is Delicious

47. Email Share-to-Social

48. What Makes Content Shareworthy?
• Trustworthiness
• Tribal interests
• Simple and obvious
• Ease of sharing
• Social acumen and adoption of subscribers
• Creates value
• Reward/Incentives
• Good content

50. We Like Personalities
Jim Cramer – Mad Money
Keith Olbermann – MSNBC

51. Woot is a Hoot

52. • People want to
buy from people –
Zappos CEO on
Twitter
• Talk to ME
• Entertain me
• Reviews – what
others bought

54. • Select flights right
from the email
• Oakland is my
preferred departure
airport
• “Book a flight” links
• Search link

55. Everything You Need, Without the Images

60. Questions to Ponder
1. Are you enabling subscriber choice?
2. Are your emails uniquely positioned relative to
competitors?
3. Are you collecting and USING customer data?
4. Do your emails have personality?
5. Are your emails shareworthy?
6. Are you leveraging email for all it can be?

61. Do your emails need ketchup?

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