3 email marketing must dos for 2010
DESCRIPTION
Given that most marketers have limited resources, budget and time, where should your team focus its energies in 2010 to maximize ROI and have email play a more significant role in your company's success? This Webinar covered 3 key areas that email marketers will need to focus on in 2010, or risk seeing more sophisticated competitors pass you by: Leverage the Data Engage With Customers/Subscribers Automate and OptimizeTRANSCRIPT
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Your 3 “Must Dos” for Email Marketing in 2010
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Speakers
• Richard Evans
– Senior Manager, Product Marketing
– Silverpop
– Moderator
• Loren McDonald
– VP, Industry Relations
– Silverpop
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Email Has Been “Easy Pickens,” Like…
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…but…it is getting tougher.
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Real-time expectations
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Web Browser
PC client
Mobile Client
Multiple Inboxes
Social Network RSS Feed
Web Version
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So 3 Must Dos in 2010
1. Leverage the Data
2. Engage With Customers/Subscribers
3. Automate and Optimize
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Buckle Up!
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Leverage the Data
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It is all about the data…
• Collect• Observe behavior• Act
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My Expectations:• Birthday wish and/or coupon
• Age-based content/offers• Gender-based content/offers
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Data Is the Foundation of Relevance
Relevance
Explicit Data
Implicit DataContent/
Offers
Frequency/Cadence
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Preference Centers
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Why Preference Centers?
•Demographics & interests
•Up to date/changes
Data Capture•“My
Email”
•Better retention
Subscriber Empowerment
•Preferred frequency, lists
•Basis of personalization, segmentation
Increased Relevance
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Preference Center Touch Points
Opt-in
Welcome
Regular Emails
Web Site
Transactional Emails
Opt-out
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Society of London Theatre
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Targeted communications based on age
• Under 26 targeted mailings – Age centric subject
line – Sent to recipients
under 26 years– Open rates around
double average open rates
• Mailing for the over 50’s– Targeted discount
offer– Open Rates 75%
above average open rate
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Sky Europe – Sign Up
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Capture Only Data You’ll Use
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Happy Birthday
• 52% Open Rate
• 13.8% CTR
• 10% higher conversion rate
• Slightly higher AOV
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Gather feedback – use surveys
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Maintenance Follow-Up Survey
Determine what
is working
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Engaging With Surveys• Surveys
– Move-In (day-14)– 5 Month (day-150)– Move-out– Maintenance Follow-up
• Objectives– Build Good Will– Identify Issues– Identify Net Promoters
• Results– 25% Participation– Increased Satisfaction
Irvine Company
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Leverage Behavioral Data
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Fabric.com Segments List by Purchasing Habits
Customers• Active – Buying, opening and clicking regularly
• Semi-Active – Buying, opening and clicking
occasionally
• Inactive – No longer buying, opening and clickingProspects • Active – Opening and clicking regularly
• Semi-active – Opening and clicking
occasionally
• Inactive – No longer opening or clicking
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Purchase Anniversary
• 30% Open Rate
• 7% Click through rate
• 15% Higher conversion rate than overall average
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Re-engage subscribers before it is too late.
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Engage With Customers/Subscribers
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Manage Expectations
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Subscriber Expectations
• Privacy/Permission
• Brand
• Other communications
• Content
• Frequency
• Format
• Subscription management
• Relevance and personalization
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Welcome Emails
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Within two months of opt-in, the open rate typically
falls 20% to 25%.
Source: MarketingSherpa
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Bring the Flowers
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Welcome Email Ecommerce Case Study
• Text• Single email• IT Generated• No marketing messaging
• HTML• 2-part email series• Marketing generated• Promotions, education
75% increase in conversions
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Create content that is shareworthy
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Social Email is the New Viral
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Share to Social/SWYN in Email
• Increased views, clicks
• Reach new audience
• Obtain new subscribers
• Viral buzz
• Increased ROI
• Most valuable sharers
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“Dough” + Valentine = Shareworthy
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Content that is Engaging & Human
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Unexpected content
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Incorporating Social Aspects Within Emails
• Comments• User ratings• Top read, top purchases,
etc.
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Email That Educates & Sells
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I’m Too Sexy for My Subject Line
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Like, Awesome Dude!
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• Personal reviews/ comments from staff members
• While not objective, puts real people behind the products and emails
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Re-engage
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25% to 80%+ of your list
is “inactive”
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Don’t Wait, Be Proactive• Preference centers• Surveys, ask for feedback• Behavioral dataData
• Identify inactive subscribers• Determine root causes, patterns• Test frequency, content, personalization
Monitor/ Analyze
• Use the data – segment, personalize• Deploy triggers, act on behavior• Offer alternatives
Increased Relevance
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Dell Reengagement Email
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Re-engagement Series
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Re-engagement Series Results
• Performed abysmally (not unexpected)
– 5.8% Open rate
– 1.8% click through rate
– 1-2 orders per fiscal quarter
• So why bother…
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Verifies email address is no longer of value
and
Improves list quality / deliverability
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Deliverability Reputation
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The future of deliverability is
managing reputation at the
individual level.
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Evolution of Spam Filtering
The progression of spam filtering
Personal Preference
• Consumer Relevancy
• ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned
• Reputation
• If you have a good reputation in the eyes of the ISPs your mail will be delivered
Border Patrol
• Authentication
• ISPs use Authentication to help reduce false-positives
Stone Walls
• Blast and Spray
• All emails were welcomed by ISPs and consumers
No Email Boundaries
ISPs will continue to adapt their filters and other technology to mirror end user preferences
• Whitelist & Blacklist
• ISPs incorporate basic spam filtering techniques to thwart spam
Picket Fences
Source: Pivotal Veracity
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20 Emails in 22 Days
Free Shipping20% off
$5, $10 off
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Value-Added Message Streams
• Notifications• Alerts• Reminders• Aggregators• Confirmations• Updates• Closeouts• …and more
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Wine of the Day - Cadence
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Provide alternatives to leaving
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Why Recipients Opt Out
• Too Frequent
• Irrelevant Content/Offers
• Also, lack of email address change functionality
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Promote Alternatives In the Email
50% of one company’s subscribers stay when presented with alternatives to unsubscribing!
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3 Key Options
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Automate and Optimize
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Why automate?
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Automation to the rescue!
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Use Triggers: Cart-Abandonment/Reminders/Etc
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Swatch Order Reminders
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1. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
2. Average Order Value is 53% HIGHER
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Cart Abandonment Emails
52% Open Rate 27% CTR
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1. Click-Through Rates that are 350% higher than broadcast email rates
2. Average Order Value is 10% HIGHER
3. Conversion rates 50% higher than broadcast
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Send Time Optimization
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Time Variables Are Endless
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Send Time Matters Most…
Because we are all individuals
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The Right Time Of Course Is…
…when each individual recipient is most likely to respond:
The time when they consistently open and act on your emails.
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For Silverpop Clients
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Send Time Optimization Results• The Test:
– Group 1 received emails at 9am
– Group 2 received emails based on the time of their last open.
• Results:– Open rates increased 6%
– Total revenue generated
increased 52%– Average value per order grew
47%
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Manual Approach
• Export your email data from a recent send
• Group recipients by their open time
• Test your next send– 50% get the email at the standard time– 50% get it at the hour of day they last
opened
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Transactional Messages – Leverage Non-Marketing Emails
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Marketing Content in Transactional Messages - Benefits
Decreased Burden on Support
Lower Call Center Volumes
Increased Customer Satisfaction
Increased Brand Recognition
Increased Revenue
0% 10%
20%
30%
40%
50%
60%
70%
% of email Marketers
One Silverpop client estimates that email
is 64 X cheaper than a
phone call
Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008n=200 email marketers, US
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Transactional Email Can Engage Too
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The Old IT Approach
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Dynamic Promotional Content Based On Purchase
Customized cross-sell
offers
More real estate? More
offers!!
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Promotional Content Doesn’t Have to be Customized
Order details
Great HTML Layout
Same promotional content reiterated
Main message clearly
communicated in subject line and top of message
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Landing Pages
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Email without a well-designed landing page/Web site is like….
…a day without revenue or conversions.
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Netflix Landing Page
Scannable headline
Bulleted copy covers
key information
Pricing info in large
graphical button
Simple form – just
what’s needed
Visual 1-4 steps
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Testing
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Only 40 percent of email
marketers test their
campaigns on a regular
basis.
Jupiter Research, 2008
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…those who did were
rewarded by an average 25
percent improvement in
response rates.
Jupiter Research, 2008
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Are you leaving money on the table?
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Example - College Colors Day Promotion
Stamps.com team debated using image of a fan in the email
VS.
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Real-time Content Testing
• A/B image-based assets are served in real time• When winner is determined, winning asset served to all
recipients
VS.
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Real Time View
example
In this example, they didn’t see a significant difference in conversion, they did see a difference in sales (customers ordered larger quantities).
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Things to Test
• Subject lines
• Time of day/day of week
• Short vs long
• Opt-in forms/page layout
• Re-engagement offers
• Share-to-social
• User generated content
• Layout
• Button design
• Etc…..
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Go for it!
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Resources / Contact Information
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Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht
ml
• Many presentations on SlideShare– www.slideshare.net/Silverpop
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Next Webinar
• January 21 – 2 pm ET/11 am PT
• Tentative Topic: – Video and Email
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Contact Information / Q & A
• Richard Evans, Silverpop
– [email protected] – Twitter: @rlevans– Twitter: @silverpop
• Loren McDonald, Silverpop
– [email protected]– Twitter: @LorenMcDonald– Twitter: @silverpop
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Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com