email bootcamp - marketingsherpa...1 © 2000-2006 marketingsherpa, inc. you may distribute this...
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© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 1
Research Drawn From:
Email Bootcamp
Presented March 4, 2006
By Anne Holland, President
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 2
Research Drawn From:
Facts not opinion: MarketingSherpaMethodology
Data for our reports is gathered from thefollowing research sources: Survey of Email Marketers – 3,637 in November 2006
Lab tests and partnered research
“Best of” research from dozens of expert sourcesincluding research firms, usability labs, elite vendors, etc.
In-depth interviews for case studies – 600+
2
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 3
Research Drawn From:
Part I
A Quick History of Email
Marketing
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 4
Research Drawn From:
Email Marketing : June 1994
‘Email Addresses of the Rich &Famous’
3
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 5
Research Drawn From:
May 1999
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 6
Research Drawn From:
August 2003
“Email is Dead. Let's face it, emailhas become unusable.”
Adam Curry
4
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 7
Research Drawn From:
2005
“E-mail is an embattledcommunication medium.”
JupiterResearch
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Research Drawn From:
November 2006
10.9%
18.2%
29.1%
40.0%
1.7%
13.6%
6.8%
42.4%
35.6%
1.9%
0%
10%
20%
30%
40%
50%
The impact of
email is
declining
significantly.
The impact of
email is slowly
declining.
The impact of
email isn't
noticeably
changing.
The impact of
email is
increasing
slowly.
The impact of
email is
increasing
significantly.
B-to-C B-to-B
Source: MarketingSherpa, Email Marketing Benchmark Survey, November 2006
5
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 9
Research Drawn From:
Email #1 influencer of 1,101surveyed online shoppers
7%
32%
37% 38%
0%
10%
20%
30%
40%
Email from a
merchant you didn't
know
Shopping
Comparison Site
Search Inquiry Email from
merchant you know
and trust
All Consumers - Top 2 Answers (5 point scale)
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 10
Research Drawn From:
Email in Top 5 Influences for BusinessTechnology Purchasing Decisions
2.7%
2.8%
3.6%
4.0%
4.4%
4.6%
6.8%
10.0%
15.3%
18.4%
19.6%
19.6%
24.1%
34.1%
36.5%
40.6%
41.9%
48.3%
0% 10% 20% 30% 40% 50% 60%
Podcasts
'Cold call' telephone inquiry from company or rep
RSS feed
E-mail from a company you don't know
Radio/TV
Blogs from vendors
Search engine ad
Blogs from industry media/analysts
Direct mail pieces
Webinar/teleseminar
Blogs from other technology professionals
Industry bulletin boards/listservs
Search engine natural listing
E-mail newsletter from a company you know
Online magazines
Print magazines
Conferences/Trade Events
Word of mouth
% impacted by tactic
© 2006 MarketingSherpa Inc.
Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006
6
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 11
Research Drawn From:
Email beats search bang for thebuck
14%
9%
23%
29%
0%
5%
10%
15%
20%
25%
30%
35%
Share of visitors generated Share of Online Budget
Email House Lists Paid Search © 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 12
Research Drawn From:
Email success depends onmarketing skill
Source: MarketingSherpa, October 2005
‘Advanced’ tactics: dynamic content, A/B offers testing and segmentationby user details
© 2006 MarketingSherpa, Inc.
7
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 13
Research Drawn From:
Part II
Creating and growing a high
response house list
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Research Drawn From:
Biggest decision: permission type
Harvested prospect
Opt-out registrant/customer
Opt-in
“Confirmed” opt-in
Double opt-in
8
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 15
Research Drawn From:
Database set-up: 12+ fields
1.Source of name2. Date joined3. Not spam trap4. Bounce history5. Response history (open, click, convert,
recency)6. Demographics7. Purchase history8. Assigned account (rep, location)9. Text vs HTML10. DNE status11. Preferences12. Permission type
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 16
Research Drawn From:
Other key decisions
Content preferences blinders?
Frequency of total contact?
Dynamic triggered campaigns?
Languages?
Database updating delays?
Promotions to external lists?
Ease of segmentation?
9
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 17
Research Drawn From:
Segmentation = Highest Impact
No segmentation: 7.2% CTR
Any Segmentation: 12.4% CTR
0.48%4.14%6.68%30.86%Averages
0.20%3.50%1.10%13.10%> 100K
0.80%3.70%4.00%13.40%50K–100K
0.50%4.00%7.60%28.50%10K–50K
0.30%3.90%9.00%48.80%5K–10K
0.60%5.60%11.70%50.50%< 5K
ClicksOpensClicksOpens
Not SegmentedSegmentedAudience Size
Topica 2005 research:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 18
Research Drawn From:
Best segments
Customer vs prospect
New opt-in (30 days)
Actives vs inactives
Recent patterns (Offer, Response)
Triggered – Bday, Cart abandon, etc
Job title (vs industry)
10
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 19
Research Drawn From:
How to Gather Names
Web site opt-ins
- Form on entry page
- Above the fold
- At end of content/articles
- Check boxes on reg forms
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 20
Research Drawn From:
Form tests work wonders
MOTLEY FOOL STUFF
11
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Research Drawn From:
Winner
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Research Drawn From:
Offline tactics
Zapping
Write-ins
Telemarketing/CSRs
Sales Reps
12
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 23
Research Drawn From:
Buying names (carefully)
Append
Lead generation
Offers in email newsletters
Co-registration (co-reg)
Search marketing
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 24
Research Drawn From:
30%
24%
14%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Our co-reg names perform
about as well as leads
from our own website.
Our co-reg names don't
peform as well as our
website leads, but they're
worth it.
Our co-reg names aren't
performing well.
We don't separate out the
performance of co-reg
names.
Source: MarketingSherpa, Email Marketing Benchmark Survey, October 2005
© 2006 MarketingSherpa Inc.
Co-registration
13
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 25
Research Drawn From:
Co-registration Sample:Weather.com
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Research Drawn From:
Search landing page
14
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 27
Research Drawn From:
Part II – Email Law & Filters
SpamLaws.Com
CAN-SPAM
- From & subject line
- Street address
- Working unsub link – for brand
- Suppress DNEs
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 28
Research Drawn From:
CAN-SPAM & Affiliate Marketing
0.30%3Sent to Forged Email Headers
0.00%0Sent to Harvested Email
0.10%1Sent through Open Relay
8.00%80Subject Line Relevancy
15.80%158Bad Unsubscribe Option
22.90%229No Postal Address Provided
57.40%574From Line Accuracy
CAN SPAM Failure RateTotal FailuresCompliance Failures by Category
Source: Lashback Inc. for MarketingSherpa, November 2006
15
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 29
Research Drawn From:
2007: Filters & Reputation
SBCReputation 79%Content 21%
Mac.comReputation 83%Content 17%
ComcastReputation 85%Content 15%
RoadRunnerReputation 100%Content 0%
HotmailReputation 40%Content 60%
CablevisionReputation 79%Content 21%
NetZeroReputation 90%Content 10%
GmailReputation 100%Content 0%
Bell SouthReputation 97%Content 3%
Yahoo!Reputation 80%Content 20%
NetscapeReputation 88%Content 12%
EarthlinkReputation 77%Content 23%
ATTReputation 90%Content 10%
VerizonReputation 86%Content 14%
MSNReputation 32%Content 68%
CoxReputation 50%Content 50%
AOLReputation 100%Content 0%
USA.netReputation 78%Content 22%
Mail.comReputation 100%Content 0%
CompuServeReputation 100%Content 0%
AdelphiaReputation 44%Content 56%
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 30
Research Drawn From:
Reputation is based in part on:
Complaints
Permission type
Frequency without relevancy
IP address
Authentication
Blacklists
List hygiene
16
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 31
Research Drawn From:
Part III: Strategy
The basics of creating a killer email
campaign
Guest presenter:
Scott CundillFounder & CEOMajestic InteractiveSunday, March 4, 2007
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 32
Research Drawn From:
Step 1: Planning
Do unto others… Quantify your objectives!
Sales vs Lead generation? Auto responder? Survey? Follow up? Delivery notification? Inform and educate? Invitation to an event? Stay in touch? Update details?
How will it integrate? Plan for “what if” scenarios Inform your departments!
Tell the rest of your department about it Let your sales team know what to expect Notify your call centre!
17
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 33
Research Drawn From:
Step 2: Writing
Write it like you’d say it
Be short
Be personal!
Provide value add content wherepossible!
Try not to be too sales’ish
Don’t use large fonts with many boldcolors
Don’t just mimic a print ad
Don’t make it look like a poster
Write several versions
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 34
Research Drawn From:
Step 3: Designing
If images don’t add value, leavethem out
Graphics are there to supplementyour copy, NOT replace it
Keep images small and to the point–click through to a website formore
Be consistent with your brand, butdon’t overdo your CI
The primary call to action MUST beabove the fold
Make it attractive to click!
18
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 35
Research Drawn From:
Step 4: Improving
Look for ways to increase theeffectiveness using:
Data gathering and feedback forms
Viral marketing
Cross / up-selling lead generation
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 36
Research Drawn From:
A few of my secrets…
Data is much easier to get than asale
Build the relationship until you getdata back from the customer… THENuse that data to give them what theyasked for!
Ask the customer to update their owninformation!
If people won’t give you data, thenthey won’t spend money with you.
Don’t try and sell to people whohaven’t given you information
Educate first! Don’t just thrust hardsales messages down people’s throats
Integrate with other media!
19
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 37
Research Drawn From:
www.majesticway.net
Thank You
Scott [email protected]+27 11 784 9800
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 38
Research Drawn From:
Part IV: Design that works
Subject lines – 35 characters
From – high consideration
Text – 60 characters
Click above fold
Click non-image dependent
20
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 39
Research Drawn From:
Stat: 15-20 seconds spentwith average opened &clicked message
“Less copy, better headlines& let’s sell it on the landingpage”
Hannah Paramore, Paramore Redd
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Research Drawn From:
Template eyetracking tests
21
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Research Drawn From:
Sample eyetracking test
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Research Drawn From:
Preview pane review
22
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Research Drawn From:
Sample preview-friendly redesign
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Research Drawn From:
Expanded version
23
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Research Drawn From:
Best newsletter to consumers ‘06
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Research Drawn From:
Best postcard-style ‘06
24
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Research Drawn From:
Part V: High impact campaigns
Relevancy, relevancy, relevancy
Dec. 18th[Sherpa] Your Access Info for Tomorrow's TeleseminarMeasured open: 18.6%
Dec. 19th[Sherpa] Just 1 Hour Until the Email Marketing TeleseminarMeasured open: 50.5%
Dec. 20th[Sherpa] Thanks + "Email Marketing Benchmark Guide 2007"Measured open: 48.7%
sp10034ballcatISO-885929843Huge Imparticle.phpSend this invitation29843Post Your Comment
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 48
Research Drawn From:
Welcome Series
© 2006 MarketingSherpa Inc.
58%
45%
37% 37%35%
33%30%
24%
19% 20% 19% 18%
0%
10%
20%
30%
40%
50%
60%
70%
0-30 days 31-60 days 61-90 days 4 - 6 months 6 months - 1 year 1 - 2 years
Open rate Clickthrough
25
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 49
Research Drawn From:
Welcome Series B-to-C Sample
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Research Drawn From:
Welcome Series B-to-B Sample:Segue Software
26
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Research Drawn From:
Triggered campaigns:Non-converting clicks
IdeaArt Valentine’s Day
#1. 72k names $6025 gross
#2. 9k names $8690 gross
Greenbrier December Offer
#1. 40k names -549 units sold
#2. 502 names – 167 units sold
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 52
Research Drawn From:
Non-Converting Click CampaignCreative samples
27
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 53
Research Drawn From:
Triggered: Cart Abandons
Source: MarketingSherpa, Ecommerce Benchmark Survey, January 2007‒ 1,923 respondents
25%
27%
38%
46%
37%
27%
0% 20% 40% 60% 80% 100%
2006
2007
Very effective Somewhat effective Not very effective
© 2007 MarketingSherpa Inc.
73%
63%
Chart: Em ails to Consumers W ho Abandon a Cart:Effectiveness
2006-2007
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 54
Research Drawn From:
28
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 55
Research Drawn From:
Part VI: Measurement
Emails “delivered” is a lie
Emails “opened” is a lie
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 56
Research Drawn From:
Best basic measurements
Measured opens
Non-response by ISP
Unique vs total clicks
Conversion
Lifetime value by source
Content-type tests
29
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 57
Research Drawn From:
Email conversions
Direct sale
Direct registration/sign-up
Time spent on landing page
Lifetime clicks to stories
Phone calls
Redeemed coupons
Office politics
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 58
Research Drawn From:
Averages – Nov 2006
Open Rates
BtoC - 10-19%
BtoB – 20-29%
Click Rates
BtoC ezine – 2.1-5%
BtoB ezine – 5.1-10%
Conversions
BtoC free offer blast – 2-3.9%
BtoB free offer blast – 2-3.9%
30
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 59
Research Drawn From:
May you beat the odds!
Thank you
Anne Holland
President
MarketingSherpa