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TRANSCRIPT
Email Marketing and Brand Management
Karen Talavera
President
Synchronicity Marketing
Monday March 16, 2009
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Why Should Email Marketers Care About Brand Management?
Why We’re Here
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A Bit About Your Speaker
Karen Talavera
President of Synchronicity Marketing
Providing inspired email marketing coaching, consulting,
strategy and professional education
Who is Karen? Nationally-recognized email marketing trainer for the Association
of National Advertisers (ANA), Direct Marketing Assoc. (DMA) and
Fortune 500 companies
Coach, speaker and writer for Huffington Post and other marketing
industry organizations
World traveler, social media enthusiast, yoga lover and South
Florida resident
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Our Roadmap
Why Should You Care About Branding?
Impact of Email on Your Brand
What the research tells us
Case Study
Strategies for Successfully Harmonizing
Your Email and Your Brand
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Why Care?
Sometimes we forget the power of email
It’s not just about blasting messages, it’s helping to
build an overall impression
Every marketing message carries with it brand impact
Digital touch points can carry greater weight than you
realize
Everything happens faster online
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Audience Engagement
Trust
Dialogue Monitoring & Participation
Active, Conscious
Brand Management
The Rules Are Changing
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Consumers Grow More Media-Savvy
Make split-second mental decisions whether to
engage with a message
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Tribe Management, Not Brand Management
You don’t want just “customers” anymore.
You want to build a tribe. Seth says:
Start with permission
Ground everything in relevancy
People want the ability to connect to other
people, not companies
Seek products, services, value for the tribe,
not the other way around
As quality of tribal connection increases,
brand value increases dramatically
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In Turn, The Tribe Transforms The Brand to varying degrees
42% of Internet users in 29 countries have shared an opinion about a product or service via email
• Universal McCann, September 2008
By a 5 to 1 margin, people at all ages and income levels have reported using email at least to the degree they have in the past, if not more.
• Marketing Sherpa, 2009 Email Marketing Benchmark Guide
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Email Favorably Impacts Consumer Brand Impressions
Adding email to the marketing mix has a net
positive effect
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Trust + Relationship = Positive Brand Impact
The majority of subscribers enjoy receiving email
from brands they have a relationship with
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Email Reinforces Brand Recall
Email a leverage-able branding and response
tool in the marketing tool box
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eHarmony Case Study
eHarmony wanted to complement its offline and
online marketing with an email branding and
acquisition campaign
Partnered with Datran Media in 2007
Study measured the effectiveness of an email
acquisition campaign on brand metrics and
attributes
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eHarmony Case Study – Results
advertising
boosted brand
favorability by
7.3 percentage
points
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eHarmony Case Study – Results
Email marketing
lifted unaided
brand
awareness by
11.5 percentage
points
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eHarmony Case Study – Results
Among those
reached, both
brand
awareness and
favorability
improved with
exposure to
multiple
different
messages
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Beware Effect of Email Frequency on Your Brand
Dialing up the frequency even to those who’ve
opted-in can cause backlash
Point of diminishing returns hard to determine
Remember who the gatekeeper is: not you
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Top 5 Branding Success Strategies for Email Marketers
Permission
Identity – consistent & recognizable, optimized
for email
Trust
Relevancy – segment to know who thinks what
of you, who buys what, who wants what
Consistency
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1. Permission
Get it
Opt-in is best
Confirm it
Don’t share it
Make it easy to control or change
Continually refresh it
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2. Identity Recognizable from the offline world
Optimized for email viewing even on multiple devices
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3. Trust
Honor permission
Don’t allow partners or affiliates to abuse your list
Honor self-reported preferences
Format, frequency, interest categories
Adhere to best practices in deliverability
Stable from line, Authentication
Monitor and maintain your Emailer Reputation
Process unsubscribe requests immediately
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4. Relevancy
Emails stay true to what you promised
Email tone, offers stay true to and consistent
with your brand personality
Customer segmentation and past purchase
behavior drives frequency & offers
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Send Date:
November 19, 2007
Audience:
Starwood’s Frequent
Stay Program
Members
Starwood Preferred Guest (SPG)
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SVO – Owner Newsletter
Send Date:
December 19, 2008
Audience:
All Timeshare
Owners
Frequency:
Monthly
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Send Date:
February 22, 2008
Audience:
Timeshare Owners
who’ve opted-in
Frequency:
Quarterly, Trigger-
based
SVO – Signature Offers
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SVO –Announcement
Send Date:
September 12,
2008
Audience:
All Timeshare
Owners
Frequency:
As needed
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5. Consistency
Creative continuity within and across email
programs
Brand consistency within and across online
points of presence
Media-neutral brand recognition and personality
online and off
Multi-channel harmony
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Barnes & Noble Email Message
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Barnes & Noble Email Landing Page
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Barnes & Noble – Site Home Page
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Barnes & Noble Facebook Page
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Credits/Thank You
Big Thanks to:
Epsilon
Datran Media
eHarmony
Silverpop
Karen Talavera, President Synchronicity Marketing
561-967-9665 or www.synchronicitymarketing.com
Follow me on Twitter @SyncMarketing