what you need to succeed in email marketing in 2015

WHAT YOU NEED TO KNOW

FOR EMAIL MARKETING

SUCCESS IN 2015

Karen Talavera, Synchronicity Marketing

January 22, 2015

FDMA

• Since 2003, Synchronicity Marketing has helped clients

create and expand revenue-optimized, problem-free email

marketing. The company specializes in performance

improvement, creative and response innovations, and

strategy development offered through a variety of

consulting, coaching, and custom training

• Karen Talavera, President Synchronicity Marketing

– Nationally-known email marketing expert, speaker, educator,

coach and consultant

– Leading industry email training and certification program

instructor for MarketingProfs, the DMA, ANA, OMI

– Board Member of the Email Experience Council (EEC),

Member Florida DMA, Only Influencers

– Top 100 Women in Ecommerce 2012 by WE magazine

Top Opportunities

Increased Revenue

& ROI

Diversify Messaging

Email Marketing

Automation

Agile, Dynamic Design

Send-time & Frequency

Optimization

List Monetization

© Synchronicity Marketing 2015. All rights reserved 3

#1 Key to Success: Greater

Investment in Strategy

Top-performing email marketers invest 50%

more time and money in email strategy then

their average-performing counterparts

© Synchronicity Marketing 2015. All rights reserved 4

Messaging Success Blueprint

1:1 Personal

Entertainment & Engagers

Educational & Informational

Content Marketing

Promotional

Foundational

Continuity programs like newsletters, bulletins, updates, style guides, etc.

Segmentation Message Volume

Low

High

High

Low

© Synchronicity Marketing 2015. All rights reserved 5

1:1 Email Automation = Goldmine

Ironically, the smallest volume segment, the tip

of the pyramid, pays the biggest dividends

Personalized Email

Generates 6X the

Revenue of Broadcast

Yet less than 30% of email

marketers use it!

Source: Experian Digital Marketer Report 2013

© Synchronicity Marketing 2015. All rights reserved 6

The Revenue-Generating

Power of Marketing Automation

Automated behavioral-email outperforms broadcast and

life-cycle targeted messages on both revenue and profit

© Synchronicity Marketing 2015. All rights reserved 7

Email Automation is STILL

Extremely Under-utilized

Only about 50%

of email

marketers

employ simple

automated

messages like

welcome and

thank you, while

only 25% or less

have more

lucrative up-sell,

cross-sell and

behavior-driven

campaigns in

place© Synchronicity Marketing 2015. All rights reserved 8

Can You Deploy These Kinds of

Automated Campaigns?

Browse/Shop

Abandonment

© Synchronicity Marketing 2015. All rights reserved 9

Can You Deploy These Kinds of

Automated Campaigns?

Registration

Abandonment

© Synchronicity Marketing 2015. All rights reserved 10

Can You Deploy These Kinds of

Automated Campaigns?

Cart

Abandonment

© Synchronicity Marketing 2015. All rights reserved 11

Can You Deploy These Kinds of

Automated Campaigns?

Event/Training

Second Chance

Offer

© Synchronicity Marketing 2015. All rights reserved 12

Can You Deploy These Kinds of

Automated Campaigns?

Post-Conversion

Up-Sell/Cross-

Sell

© Synchronicity Marketing 2015. All rights reserved 13

Can You Deploy These Kinds of

Automated Campaigns?

Bounce-back

Offer (post-

purchase thank

you)

© Synchronicity Marketing 2015. All rights reserved 14

Can You Deploy These Kinds of

Automated Campaigns?

Birthday Email

© Synchronicity Marketing 2015. All rights reserved 15

Can You Deploy These Kinds of

Automated Campaigns?

Behaviorally-

Driven

Exclusivity

© Synchronicity Marketing 2015. All rights reserved 16

Agile, Dynamic, Mobile-Friendly

Design

Email has come a long way in a short time, with recent

evolutions resulting in a whole new design approach

© Synchronicity Marketing 2015. All rights reserved 17

Source: Movable Ink

Is Your Email Agile?

Can content be

dynamically changed

based on time, location of

open, or subscriber

characteristics?

Does it accommodate

video, animation and other

movement?

Is it mobile-friendly or

created using responsive

design?

Can content and text

elements be personalized

to the individual?

© Synchronicity Marketing 2015. All rights reserved 18

Dynamic Offer, Creative

This message from

FreshDirect includes

personalized creative

and content that can

change based on

time and place

opened, inventory, or

subscriber attributes.

Dynamic offers can

be:

Time-sensitive

Location-sensitive

Inventory-sensitive

Subscriber-specific© Synchronicity Marketing 2015. All rights reserved 19

Mobile-Friendly Design

This newsletter from

Express was optimized

for enhanced viewing

on desktop versus

mobile device. The top

call-to-action for the

promotional sale is

more prominent in the

mobile version

© Synchronicity Marketing 2015. All rights reserved 20

Interactivity & Engagement

In this email,

Sunglass Hut

promoted their

latest trends by

including a video

that played directly

in the inbox

Only 52% of email

marketers have

used animation

Only 10% have

attempted video-

in-email

© Synchronicity Marketing 2015. All rights reserved 21

List Monetization via Display

Ads

Publishers and heavy content marketers can now sell

display advertising in their email newsletters and

publications, finally monetizing large email

subscriber lists without putting them on the list

rental market!

“In-context” email display ads get 5-10x the engagement of web

display ads

Email-ad display networks manage sale, placement, inventory

control and tagging

You choose only appropriate advertisers with content matching

your subscribers’ interests

Use price floors and house ads to drive all your marketing goals

© Synchronicity Marketing 2015. All rights reserved 22

Imagine Your Email Earning $

Instead of costing you $!

Major publishers and

content providers like

The Weather Channel

offer ad placement in

their newsletters or

email updates like this

Publishers have seen

up to 1000% increases

in ad revenue, millions

of impressions served

per month, and 5-

figure monthly

increases in cost-free

revenue © Synchronicity Marketing 2015. All rights reserved 23

Want More?

Request a Free Strategy Session with

KarenEmail info@synchronicitymarketing.com with

“Free Session” in the subject line or request your

Email Marketing Breakthrough Session here:

http://synchronicitymarketing.com/breakthrough-session-

request

We’ll discuss your goals, challenges and needs

while identifying hidden or missed opportunities for

growing impact and revenue from your email marketing

© Synchronicity Marketing 2015. All rights reserved 24

Email: karen@SynchronicityMarketing.com

Facebook:

www.facebook.com/SynchronicityMarketing

LinkedIn: www.linkedin.com/in/KarenTalavera

Twitter: @SyncMarketing

Phone: 561.967.9665

THANK YOU!

QUESTIONS?

www.SynchronicityMarketing.com