best in show: top takeaways from email summit 2013
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You give us 30 minutes ... and we'll give you all of the greatest takeaways from 16 hours of Email Summit 2013 sessions. Join Daniel Burstein and Courtney Eckerle for the in-depth recap! Use these top takeaways to pull away from your competition.TRANSCRIPT
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Best in Show: Top Takeaways From Email Summit 2013
• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein
• Courtney Eckerle, Reporter MECLABS Twitter: @courtneyeckerle
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Email Newsletters: How the NFL.com used personalization and segmentation to score a 121% open rate touchdown
Email Awards 2013 Presentation
Christine Hua Brad Bortone Manager of Fan-Centric Marketing Senior Research Editor NFL MECLABS
Segment the audience
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Takeaway: Segment the audience
Objective: To make this email as relevant and targeted as possible by segmenting by a fan’s chosen team, and providing the fan with the most up-to-date, real-time content and information. Steps to Success: 1. Maintained user team preference, with additional newsletter
branding. 2. Further segmented recipient database, broken down by user activity
and longevity. Knowing users need for the most up-to-date information, they inserted a live countdown to their team’s game and scraped the NFL site the day the email is sent for up-to-date articles and videos, not seen by the fan before.
Results: Get me the ball! I’m 121% more open!
Year-over-year, the 2012 NFL.com newsletter produced
• 121% more opens • 26% more clickthroughs • 9% more mobile opens
MarketingSherpa.com/Optimization Amelia Showalter
Director of Digital Analytics Toby Fallsgraff
Email Director Obama for America Obama for America
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Last-chance strategies to re-engage inactives before the purge
Win-back Campaigns and List Cleansing
Diana Primeau Pamela Markey Director, Member Services Senior Director, Marketing CNET MECLABS
Send out win-back sweepstakes email
• Provide compelling value to subscribers to drive engagement • Two tickets to the 2012 International CES in Las Vegas • Round trip airfare for two (U.S. and Canada, excluding QC) • Three nights at the Treasure Island Hotel & Casino
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We miss you – please come back!
Send list cleanse and last chance emails
• Two sends, one week apart to all inactive users • Provide the user with something relevant and interesting • Give them a reason to stay
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Is this goodbye? CNET will miss you.
EMAIL SEND RE-ENGAGED List cleanse email 6.35%
Last chance email 2.22%
Campaign results 8.57%
Cleanse and last chance campaign results
8.57% of inactive user base re-engaged List cleanse and last chance campaign result in 8.57% re-engagement
What You Need to Understand: You have to be committed to the cleanse. If you are going to send emails you have to follow through.
!
Small List, Big Results
Proactive List Hygiene
Matt Byrd Email Marketing Manager WeddingWire
One day, this happened to me…
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(Uh oh.)
Determining the Cause • Identified the profile of users who were most likely to
complain. Let’s call these users “Scrubs.”
• Discovered that most Scrubs had been inactive for long periods of time until they complained.
• Removed those Scrubs from my list, and implemented list hygiene as a constant, on-going process.
Internal & External Education
• Removing only those who were highly unlikely to take action
• Spending less money on sending less email
• Preventing large blocks again in the future
• Maintaining a high-quality list for our advertisers & us
Results
Opens & clicks maintained or increased
Spam complaint rate down 76%
Delivering Communications that Convert
Let Buyer Behavior Be Your Guide!
Loren McDonald VP, Industry Relations Silverpop
@LorenMcDonald
Mass Marketing
Behavioral Marketing
Direct Marketing
Customers are a single audience
Customers are many
little audiences
Customers are
individuals
Demographics + Preferences + Behaviors = More Accurate Picture
- Male - Calif.
- Married - Purchased shirts
Purchases a dress
Behavioral Data Only: - Female
- Cross Dresser With Demos/Preferences:
- Likely buying for spouse as gift
How An Online Music Teaching Company Harnessed The Power of E-mail Automation & Behavioral-based Marketing to Increase Conversions.
Jermaine Griggs Founder Hear & Play Music, AutomationClinic.com
• Recency, Monetary, Frequency • A method for analyzing customer behavior and
creating/sorting segments by likelihood to respond.
• Recency – How recently did customer purchase? • Frequency – How often does customer purchase? • Monetary – How much has customer spent?
RFM Defined
Wrapping It Up: Action Steps
• Collect key pieces of data to get the conversation started
• Use CRM that will allow you to continually add and act upon data and tags in user records
• Build out different paths within the sequence for your most active users to follow (course correction for others)
Wrapping It Up: Action Steps
• Incorporate other marketing channels & multimedia elements: direct mail campaigns, personalized audio, video, post cards, birthday cards, gift cards… especially to hyper-responders.
• Remember: Don’t be afraid to use a personal, conversational tone… even in B-to-B. “Companies are People.”
• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein
• Courtney Eckerle, Reporter MECLABS Twitter: @courtneyeckerle
Thank You!