recession proof email marketing (oms chicago 2009)
DESCRIPTION
Recession Proof Email Marketing presentation from the Online Marketing Summit (OMS) in ChicagoTRANSCRIPT
DJ Waldow – OMS Chicago – May 27, 2009
RECESSION PROOFEMAIL
MARKETINGOnline Marketing Summit
Chicago27 May 2009
DJ Waldow – OMS Chicago – May 27, 2009
DJ Waldow
@djwaldow
• Married, no children• Dog, 3 cats• Michigan, NY Giants• Beer, coffee, people• Former middle school teacher•Current Director of Best Practices & Deliverability at Bronto
DJ Waldow – OMS Chicago – May 27, 2009
DJ Waldow – OMS Chicago – May 27, 2009
Saving the World in 45 Minutes
• What You Want to Know
• The Good News, The Bad News
• More Good News
• The Secret to Successful Email Marketing
• Other Thoughts
DJ Waldow – OMS Chicago – May 27, 2009
Flickr Photo: a2gemma
DJ Waldow – OMS Chicago – May 27, 2009
The Good News
1. Email is cost effective
2. Email has a killer ROI
3. Anyone can send email
DJ Waldow – OMS Chicago – May 27, 2009
The Bad News
1. Email is cost effective
2. Email has a killer ROI
3. Anyone can send email
DJ Waldow – OMS Chicago – May 27, 2009
HUH?
DJ Waldow – OMS Chicago – May 27, 2009
Good NewsEmail is cost effective
“Discussions with marketers and vendors
indicate that CPM sending costs are at their lowest
levels in years”Forrester (2009)
DJ Waldow – OMS Chicago – May 27, 2009
Good NewsEmail is cost effective
Email spend in 2009eMarketer (2008)
$488 million
% of email marketers who agreed email is the most cost-efficient marketing tool at their company
Forrester (2008)
66%
DJ Waldow – OMS Chicago – May 27, 2009
Good NewsEmail has a killer ROI
*more than 2x search and other marketing channels
DMA
Year ROI2008 $45.06
(actual)
2009 $43.52* (proj)
55% of respondents expect ROI from email to be higher than any other channel.
Datran Media (2008)
Perception…
And Reality…
DJ Waldow – OMS Chicago – May 27, 2009
Good NewsAnyone can send email
47% of marketers planning to boost their traditional marketing
budgets this yearAberdeen Group (2009)
DJ Waldow – OMS Chicago – May 27, 2009
Good NewsAnyone can send email
158 billion (2008)
258 billion (2013)Forrester (2008)
# of marketing emails sent by U.S. retailers and wholesalers
DJ Waldow – OMS Chicago – May 27, 2009
Good News = Bad NewsEmail marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size.
(Forrester, 2009)
DJ Waldow – OMS Chicago – May 27, 2009
Good News = Bad NewsEmail marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size.
(Forrester, 2009)
Low-CPM tactics conflict with relevancy
…motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs
DJ Waldow – OMS Chicago – May 27, 2009
MoreGoodNews
DJ Waldow – OMS Chicago – May 27, 2009
DJ Waldow – OMS Chicago – May 27, 2009
DJ Waldow – OMS Chicago – May 27, 2009
The Secret to Successful Email Marketing
DJ Waldow – OMS Chicago – May 27, 2009
The Secret to Successful Email Marketing
Send Timely, Targeted, Relevant Emails To Subscribers Who
Have Asked For Them“…delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
DJ Waldow – OMS Chicago – May 27, 2009
"I DELETE ALL OF THAT JUNK EMAIL!"
The Secret to Successful Email Marketing
But wait. Many consumer are saying…
DJ Waldow – OMS Chicago – May 27, 2009
THE PERFECT EMAILIS LIKE
THE PERFECT MEAL
The Secret to Successful Email Marketing
DJ Waldow – OMS Chicago – May 27, 2009
Timely
DJ Waldow – OMS Chicago – May 27, 2009
Timely
DJ Waldow – OMS Chicago – May 27, 2009
Targeted
Flickr Photo: biskuit
DJ Waldow – OMS Chicago – May 27, 2009
Targeted
DJ Waldow – OMS Chicago – May 27, 2009
Relevant
DJ Waldow – OMS Chicago – May 27, 2009
Relevant
DJ Waldow – OMS Chicago – May 27, 2009
Relevant
DJ Waldow – OMS Chicago – May 27, 2009
Relevant
DJ Waldow – OMS Chicago – May 27, 2009
Subscribers Who’ve Asked
DJ Waldow – OMS Chicago – May 27, 2009
Subscribers Who’ve Asked
DJ Waldow – OMS Chicago – May 27, 2009
Subscribers Who’ve Asked
DJ Waldow – OMS Chicago – May 27, 2009
Subscribers Who’ve Asked
DJ Waldow – OMS Chicago – May 27, 2009
Subscribers Who’ve AskedTop 4 Reasons You Know Your List is NOT
Opt-In:
1.You don’t know where your list is from2.Your boss sends you an email list of 10k+ and says, “send this now!”3.You exported your email list from Gmail, Outlook, or some other web based client4.After you send to your list, you get a high number of complaints (>1%)
DJ Waldow – OMS Chicago – May 27, 2009
Other Thoughts…• Provide Incentive• Meet the consumer where they are• Retention. Retention. Retention.• Integration w/ all channels. NO SILOS!• Provide more support for EM Mktg Team• Prove value to C’s (speak their language)
DJ Waldow – OMS Chicago – May 27, 2009
Follow UpBronto DJ Waldow
@Bronto
Blog.bronto.com
@djwaldow