What You Need to Succeed in Email Marketing in 2015

WHAT YOU NEED TO KNOW
FOR EMAIL MARKETING
SUCCESS IN 2015
Karen Talavera, Synchronicity Marketing
January 22, 2015
FDMA

• Since 2003, Synchronicity Marketing has helped clients
create and expand revenue-optimized, problem-free email
marketing. The company specializes in performance
improvement, creative and response innovations, and
strategy development offered through a variety of
consulting, coaching, and custom training
• Karen Talavera, President Synchronicity Marketing
– Nationally-known email marketing expert, speaker, educator,
coach and consultant
– Leading industry email training and certification program
instructor for MarketingProfs, the DMA, ANA, OMI
– Board Member of the Email Experience Council (EEC),
Member Florida DMA, Only Influencers
– Top 100 Women in Ecommerce 2012 by WE magazine

Top Opportunities
Increased
Revenue
& ROI
Diversify
Messaging
Email
Marketing
Automation
Agile,
Dynamic
Design
Send-time &
Frequency
Optimization
List
Monetization
© Synchronicity Marketing 2015. All rights reserved 3

#1 Key to Success: Greater
Investment in Strategy
 Top-performing email marketers invest 50%
more time and money in email strategy then
their average-performing counterparts

Messaging Success Blueprint
1:1
Personal
Entertainment
& Engagers
Educational &
Informational
Content Marketing
Promotional
Foundational
Continuity programs like newsletters,
bulletins, updates, style guides, etc.
Segmentation Message Volume
Low
High
High
Low

1:1 Email Automation = Goldmine
 Ironically, the smallest volume segment, the tip
of the pyramid, pays the biggest dividends
Personalize
d Email
Generates
6X the
Revenue of
Broadcast
Yet less
than 30%
of email
marketers
use it!
Source: Experian Digital Marketer Report 2013

The Revenue-Generating
Power of Marketing Automation
 Automated behavioral-email outperforms broadcast and
life-cycle targeted messages on both revenue and profit

Email Automation is STILL
Extremely Under-utilized
 Only about 50%
of email
marketers
employ simple
automated
messages like
welcome and
thank you, while
only 25% or less
have more
lucrative up-sell,
cross-sell and
behavior-driven
campaigns in © Synchronicity Marketing 2015. All rights reserved 8

Can You Deploy These Kinds of
Automated Campaigns?
 Browse/Shop
Abandonment

 Registration
Abandonment

 Cart
Abandonment

 Event/Training
Second Chance
Offer

 Post-Conversion
Up-Sell/Cross-
Sell

 Bounce-back
Offer (post-
purchase thank
you)

 Birthday Email

 Behaviorally-
Driven
Exclusivity

Agile, Dynamic, Mobile-Friendly
Design
 Email has come a long way in a short time, with recent
evolutions resulting in a whole new design approach
Source: Movable Ink

Is Your Email Agile?
 Can content be
dynamically changed
based on time, location of
open, or subscriber
characteristics?
 Does it accommodate
video, animation and other
movement?
 Is it mobile-friendly or
created using responsive
design?
 Can content and text
elements be personalized
to the individual?

Dynamic Offer, Creative
 This message from
FreshDirect includes
personalized creative
and content that can
change based on
time and place
opened, inventory, or
subscriber attributes.
Dynamic offers can
be:
 Time-sensitive
 Location-sensitive
 Inventory-sensitive

Mobile-Friendly Design
 This newsletter from
Express was optimized
for enhanced viewing
on desktop versus
mobile device. The top
call-to-action for the
promotional sale is
more prominent in the
mobile version

Interactivity & Engagement
 In this email,
Sunglass Hut
promoted their
latest trends by
including a video
that played directly
in the inbox
 Only 52% of email
marketers have
used animation
 Only 10% have
attempted video-
in-email

List Monetization via Display
Ads
 Publishers and heavy content marketers can now sell
display advertising in their email newsletters and
publications, finally monetizing large email
subscriber lists without putting them on the list
rental market!
 “In-context” email display ads get 5-10x the engagement of web
display ads
 Email-ad display networks manage sale, placement, inventory
control and tagging
 You choose only appropriate advertisers with content matching
your subscribers’ interests
 Use price floors and house ads to drive all your marketing goals

Imagine Your Email Earning $
Instead of costing you $!
 Major publishers and
content providers like
The Weather Channel
offer ad placement in
their newsletters or
email updates like this
 Publishers have seen
up to 1000% increases
in ad revenue, millions
of impressions served
per month, and 5-
figure monthly
increases in cost-free
revenue © Synchronicity Marketing 2015. All rights reserved 23

Want More?
 Request a Free Strategy Session with
KarenEmail info@synchronicitymarketing.com with
“Free Session” in the subject line or request your
Email Marketing Breakthrough Session here:
http://synchronicitymarketing.com/breakthrough-session-
request
We’ll discuss your goals, challenges and needs
while identifying hidden or missed opportunities for
growing impact and revenue from your email marketing

Email: karen@SynchronicityMarketing.com
Facebook:
www.facebook.com/SynchronicityMarketing
LinkedIn: www.linkedin.com/in/KarenTalavera
Twitter: @SyncMarketing
Phone: 561.967.9665
THANK YOU!
QUESTIONS?
www.SynchronicityMarketing.com

What You Need to Succeed in Email Marketing in 2015

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