Looking for Recurring Agency Revenue? Look No Further Than Email Campaign Management

1. Building an Email Practice Chris Sietsema October 18, 2010

4. Pop Quiz $15.22 $21.85 $43.62 $71.12 ? Direct Marketing Association, 2009

5. Pop Quiz $15.22 $21.85 $43.62 $71.12 Direct Marketing Association, 2009

6. Additional Stats $700M Compared to $45.2B Direct Mail Spend Planned in 2010 for Email Spend

7. Additional Stats 112,700 Compared to 620,400 Search Marketers Email Marketers in 2010

8. Additional Stats 96% Compared to 12% willing to divulge social media profiles or identity Online adults that have shared an email address

9. So Why The Lousy Reputation?

10. Crap Sent Right to Your Inbox

11. Retention, Retention, Retention You Are Here

13. A One-to-Many Medium?

14. Revenue Model Strategy Execution Markup

15. Email Products

16. Email Products

17. List Quality Garbage In Garbage Out

18. Segmentation JangoMail Email Marketing Survey - August 2010

19. Deliverability CAN SPAM Clearly Defined Physical Address Unsubscribe Option No Deception Your From Name No Funny Subject Lines SPAM

20. Sender Reputation SenderScore.org

21. Testing Processes A/B Split Multivariate A B

23. Measurement Source: Epsilon.com Industry Averages Delivery Rate – 94% Open Rate – 22% 24% for Consumer Products Click Rate – 6% 7.5% for Consumer Products Unsubscribe Rate – 27%

24. Email Products

25. Content Elements Anatomy of an Email PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER

26. Template Design

27. Template Design 250 250

28. Horizontal Scrolling

29. Email Products

30. Lifecycle Marketing TRACKS TRIGGERS CAMPAIGNS MESSAGE 1 WEEK 1 IF ONGOING MESSAGES CAMPAIGNS CAMPAIGNS MESSAGE 2 WEEK 2 THEN MESSAGE 3 WEEK 3

31. Re-Engagement Just gimme another chance?

32. Email Products

33. Integrated Programs

34. Challenge: Synchronizing Data 34

35. Synchronizing Data Email Messages Customer Records {Interactions & Behaviors} {Needs & Motivations}

36. Strategy Creative Development Analytics Human Resources 36

37. Phased Approach Explore Space Identify Internal Expertise Start with Organic Growth Bring In New Talent Put Sales People to Work

38. To Partner or Not to Partner

39. Enterprise Tools

40. Watch & Learn

41. Utilities

42. Resources 42

43. Questions? Chris Sietsema Teach to Fish Digital chris@teachtofishdigital.com 480.389.5435 linkedin.com/in/sietsema Twitter: @sietsema slideshare.net/sietsema

44. Slide-ography Slides 4-7 – Direct Marketing Association Economic Impact Study http://directmag.com/magilla/1020-e-mail-roi-still-slipping/ Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Survey http://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/ Slide 9 – Charlie Brown Christmas Charles Schulz Slide 13 – Andy Warhol’s Soup Cans Slide 20 – Frank Sinatra Mug Shot Slide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative Commons Slide 25 – hamburger from j_bary on Flickr Creative Commons Slide 31 – The Proposal by Boy27Wonder on Flickr Creative Commons Slide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative Commons Slide 42 – books in a stack from austinevan on Flickr Creative Commons