building an email marketing practice
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Building an Email PracticeChris Sietsema
October 18, 2010
Pop Quiz
Direct Marketing Association, 2009
?
A. $15.22
B. $21.85
C. $43.62
D. $71.12
Pop Quiz
A. $15.22
B. $21.85
C. $43.62
D. $71.12
Direct Marketing Association, 2009
Additional Stats
$700M
• Compared to $45.2B Direct Mail Spend
Planned in 2010 for Email Spend
Additional Stats
112,700
• Compared to 620,400 Search Marketers
Email Marketers in 2010
Additional Stats
96%• Compared to 12% willing to divulge social media
profiles or identity
Online adults that have shared an email address
So Why The Lousy Reputation?
Crap Sent Right to Your Inbox
Retention, Retention, Retention
You Are Here
A One-to-Many Medium?
Revenue Model
Strategy Execution Markup
Email Products
Email Products
List Quality
Garbage In Garbage Out
Segmentation
JangoMail Email Marketing Survey - August 2010
Deliverability
• CAN SPAM Clearly Defined
– Physical Address
– Unsubscribe Option
– No Deception
• Your From Name
• No Funny Subject Lines
Sender Reputation
• SenderScore.org
Testing Processes
• A/B Split • Multivariate
A
B
Measurement
Source: Epsilon.com
Industry Averages
• Delivery Rate – 94%
• Open Rate – 22%– 24% for Consumer Products
• Click Rate – 6% – 7.5% for Consumer Products
• Unsubscribe Rate – 27%
Email Products
Content ElementsAnatomy of an EmailPREHEADER
HEADERNAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTERCAN-SPAM / DISCLAIMER
Template Design
Template Design250
250
Horizontal Scrolling
Email Products
CAMPAIGNSCAMPAIGNS
Lifecycle Marketing
TRACKS TRIGGERS CAMPAIGNS
MESSAGE 1WEEK 1 IF ONGOING
MESSAGES
MESSAGE 2WEEK 2 THEN
MESSAGE 3WEEK 3
Re-Engagement
Just gimme another chance?
Just gimme another chance?
Email Products
Integrated Programs
Challenge: Synchronizing Data
Challenge: Synchronizing Data
34
Synchronizing Data
Email Messages Customer Records
{Interactions & Behaviors} {Needs & Motivations}
Strategy Creative Development Analytics
Human Resources
36
Phased Approach
1. Explore Space
2. Identify Internal Expertise
3. Start with Organic Growth
4. Bring In New Talent
5. Put Sales People to Work
To Partner or Not to Partner
Enterprise Tools
Watch & Learn
Utilities
Resources
42
Questions?
• Chris Sietsema
• Teach to Fish Digital
• chris@teachtofishdigital.com
• 480.389.5435
• linkedin.com/in/sietsema
• Twitter: @sietsema
• slideshare.net/sietsema
Slide-ography
• Slides 4-7 – Direct Marketing Association Economic Impact Study – http://directmag.com/magilla/1020-e-mail-roi-still-slipping/
• Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Survey– http://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/
• Slide 9 – Charlie Brown Christmas Charles Schulz• Slide 13 – Andy Warhol’s Soup Cans• Slide 20 – Frank Sinatra Mug Shot• Slide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative Commons• Slide 25 – hamburger from j_bary on Flickr Creative Commons• Slide 31 – The Proposal by Boy27Wonder on Flickr Creative Commons• Slide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative Commons• Slide 42 – books in a stack from austinevan on Flickr Creative Commons
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