email marketing: from click to conversion (stone edge users conference, april 2009)
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Email Marketing:From Click to Conversion
19 April 2009Philadelphia, PA
Why Companies Exist
To bring inspiration and innovation to every athlete in the
world.
We work to help people and businesses throughout the world
realize their full potential.
Organize the world's information and make it universally accessible and
useful.
Why Companies Really Exist
Why We Are Here
From gaining new prospective clients to converting them into buyers, we'll uncover the basics
from SEO and customer acquisition to conversion through email marketing.
Who We Are
• Nathan Focht: President, CommerceV3
• DJ Waldow: Director of Best Practices & Deliverability, Bronto Software
Who We Are
Bronto Software is a leading email marketing service provider based in Durham, North Carolina. Since its founding in 2002, Bronto has offered a robust email marketing platform coupled with award-winning client services to online retailers and businesses that drive transactions online. The exceptional deliverability, detailed analytics and extensive feature set of the Bronto application enables marketers to drive results.
CommerceV3 is an E-commerce on Demand service designed to grow traffic, sales and profit for catalog retailers. CV3 makes it easy to create and launch customized web storefronts, as well as maintain and grow these storefronts over time. It makes doing business online as simple as possible, without sacrificing real power.
The Flow…
The Flow…(cont)
The Flow…(concl)
Let’s Begin
• Build your site• Optimize page content• Setup meta tags• Use an emulator• Using Google Base and other tools• Review the results• Change your content
Get the Invitation
Get the Invitation
Other Collection Options
• Contact forms• Completed orders• Phone orders• Retail sales• Contest forms*
All Emails Are Not Equal
Frequent Buyers
First Time Buyers
Purchased List
Product Groupings
Recent Buyers
Any Other Segment
Email Marketing: 5+ Tips
1. From Name2. Subject Line3. Above the Fold4. Call to Action5. Testing… + many many more
Email Marketing Tip #1From Name
On a piece of paper, please record the following:
1. Your name
2. The name of your company
3. The name of your company according to your business card
4. The name of your favorite company or brand?
Email Marketing Tip #1From Name
Short & Sweet+
Company or Brand
Email Marketing Tip #1From Name – Short & Sweet
Email Marketing Tip #1From Name – Company or Brand
Gap
Gap
Gap
Gap
Email Marketing Tip #1From Name
The From Name is a representation of your company
and/or brand.Keep it simple. Be proud of it!
Email Marketing Tip #2Subject Line
Email Marketing Tip #2Subject Line
Email Marketing Tip #2Subject Line
Which is the best subject line?
Email Marketing Tip #2Subject Line
Which is the best subject line?
1. Length2. Brand3. Content4. Call to Action5. (Test)
Email Marketing Tip #3Above the Fold
Email Marketing Tip #3Above the Fold
Email Marketing Tip #3Above the Fold
Hmmmmmm…
Source: http://www.retailemailblog.com/
Email Marketing Tip #3Above the Fold
A HOME Sale is more like it
Source: http://www.retailemailblog.com/
Email Marketing Tip #5Testing
Email Marketing Tip #5Testing
Subject Line Oopsies Target, 9/22 — subject line Oriental Trading, 9/2 — Create the
ultimate Halloween haunt & get fee shipping
TigerDirect, 11/28 — 72hr After Thanksgivinig SALE w/ $1.99 Shipping
Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
Email Marketing Tip #5Testing
Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
Email Marketing Tip #5Testing
Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
Email Marketing Tip #5Testing
Speaking of tests…it’s your turn.
A: From Name
Question: What aspect of your email marketing program can/should you test?
B: Subject Line
C: Design
D: Time of Day
E: All of the Above
Email Marketing Tip #5Testing
5 Tips For Avoiding InductionInto 2009 Oopsy Hall of Fame
1. Craft a pre-send checklist2. Send test emails internally and externally3. Use email rendering tool4. Plan – no last minute sends!5. Create a “disaster recovery” plan
Email Marketing TipsBonus Round
Other Tips…
1. Segmentation2. Remarketing3. F2F (SWYSN)4. Frequency
After The Click
Tracking The Click
You might thinkwww.target.com/hot_product.html
But, this is what you need
www.target.com/hot_product.html/?email=Springwww.target.com/spring_email.htmlspring_email.target.com
Tracking The Cash
Email Marketing: The Secret
Timely, Relevant, Targeted Emails To Subscribers Who
Have Asked For Them
Takeaways
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