building brand advocacy through email
TRANSCRIPT
BUILDING
THROUGH EMAIL
CO-HOSTED BY
WEBINARSERIES
BRAND ADVOCACY
#EmailAdvocacy
#EmailAdvocacy
Tanya Wheeler-Berliner Director of Marketing, Email on Acid
[email protected] @tanyawb
#EmailAdvocacy
Email on Acid provides email testing, troubleshooting and tracking tools to help you simplify and improve your email marketing efforts.
About Email on Acid
#EmailAdvocacy
Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.
About Spendsetter
Marketp
#EmailAdvocacy
The Importance of Brand Advocates
#EmailAdvocacy
The Importance of Brand Advocates
Brand Advocates spend 2x more and
recommend or share 2 to 4 times more than
average customers.(Source: Deloitte, March 2010)
2xThey are passionate about your brand
#EmailAdvocacy
The Importance of Brand Advocates
Brand advocates are 83% more likely to share information
(Source: Bzz Agent Field Guide to Brand Advocates)
83%Brand Advocates are
90% more likely to write a positive review
(Source: Talent house)
90%They want to be helpful to others
#EmailAdvocacy
The Importance of Brand AdvocatesThe constantly changing world of digital marketing
#EmailAdvocacy
Consumers are Constantly Connected
According to Flurry, 280 million people worldwide are "mobile addicts" who launch applications on their devices 60 times or more per day on average.
280M
#EmailAdvocacy
Mobile Growth & Its Effects
Mobile is being used to access emails more than ever before
66% of emails are being opened on a
mobile device. (Source: Movable Ink)
66%67.2% of consumers use a
smartphone to check their email.(Source: BlueHornet “Customer Views of
email marketing 2015”)
67.2%
#EmailAdvocacy
Mobile-Friendly is a Must-Have for Email
If you don’t have emails that are mobile-friendly, you risk losing your audience.
70% of smartphone users say they will delete emails immediately if they do not
render properly. (Source: Acxiom)
70%Responsive emails help to not only
retain your audience, they allow you the opportunity to turn those individuals into brand advocates.
#EmailAdvocacy
Email Best Practices to Create Advocates
#EmailAdvocacy
Make a Great First Impression
33% of email recipients open an email based on subject line alone.
(Source: Salesforce)
33% From name / Reply to address
#EmailAdvocacy
Subject Lines Matter
#EmailAdvocacy
Stand Out in the Crowd
#EmailAdvocacy
Use Compelling Preheader Text
#EmailAdvocacy
Responsive Design Makes a Difference
Non-responsive design = a failed email experience
#EmailAdvocacy
Ensure a Flawless Experience in any Inbox
Responsive design wins again
#EmailAdvocacy
Be on Brand
Marketers rank content and design as the most important elements in email campaigns.
(Source: Pardot)
Look Tone Conversion
#EmailAdvocacy
Start with the Visuals
• Logo • Colors • GraphicsLook
Follow your brand guidelines in regards to:
#EmailAdvocacy
Followed by the Copy Tone
• Word choice • Content lengthTone
Your brand voice matters and should be evident in your:
#EmailAdvocacy
Complete the Experience
• Landing pages consistent with email campaign
• Think about the entire journeyConversion
Every touchpoint along the way should point to your brand.
#EmailAdvocacy
Be in the 48%
48% of marketers build a specific landing page for each marketing campaign. (Source: MarketingSherpa)
48%
#EmailAdvocacy
Personalize Your Content
Personalized emails improve click through
rates by 14% and conversion rates by 10%
(Source: The Aberdeen Group)
14%
#EmailAdvocacy
Beginner Personalization
Start simple, but start doing something to personalize your content.
Merge Tags
#EmailAdvocacy
Intermediate Personalization
Send the right message to the right audience.
List Segmentation
#EmailAdvocacy
Advanced Personalization
A wide range of tools are available to personalize your email experiences.
Dynamic Content Tools
#EmailAdvocacy
Brand Advocacy Program
Why email is the best start for advocacy?
#EmailAdvocacy
Respect the Relationship
• Trust is most important • Thoughtful touch points • Open two-way communication
#EmailAdvocacy
Drive the Personalized Experience
• Do good with what you know • Surprise and delight • Put yourself in their shoes
#EmailAdvocacy
Keep Them in the Know
• Exclusive access • Special offers • Private contests • Early notifications
#EmailAdvocacy
Acquisition
• Email is the strongest tool for brand’s to utilize when kicking off an advocacy program.
#EmailAdvocacy
Engagement
• Along with an effective push notification strategy, emails have shown to increase ongoing advocacy engagement.
#EmailAdvocacy
How Email has Improved Our Product
#EmailAdvocacy
Average Customers Vs. Brand Advocates
#EmailAdvocacy
Questions & Answers
Cliff Corr VP of Strategic Services, Spendsetter
[email protected] | @cliffscorr
www.emailonacid.com
Tanya Wheeler-Berliner Director of Marketing, Email on Acid
[email protected] | @tanyawb
www.spendsetter.com
Thank You