Download - Key Email Marketing Actions 2010
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Key Email Marketing Actions to Take in 2010
Loren McDonaldVice President, Industry RelationsSilverpop
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2US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Email Marketingis not
Dead
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3US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Bad Email Marketingis, however
On Life Support
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Free Shipping, 20% Off – “So What”
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Competition With Alerts/Social Notifications
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9US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Are you pounding or
engaging your subscribers?
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6 Actions for 2010
1. Capture and Use the Right Data2. Create a World Class Welcome
Experience3. Use Personality/UGC4. Create Value Through New Message
Streams5. Re-engage and Retain
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1. Capture and Use the Right Data
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12US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Do your emails stand out?Do they involve the
subscriber?Do they talk to, or at
customers?
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No Data, No Relevance
Logical Personalization?:
• Gender• Marital status• Age ranges on signup• Wedding anniversary• Significant other’s birth date
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No Recognition of Their Value Proposition
How About Product Selection & Content that recognizes I’m:
• Male• Married• Kind of old guy • Married 25 years
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26th Anniversary…and I get This?
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Progressive Sign Up
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My Expectations:• Birthday wish and/or coupon
• Age-based content/offers• Gender-based content/offers
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Now for that haircut, I’d Pay More Than $16!
Loren
What I Get
• No birthday wish
• Content does not
reflect age or gender
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Net-a-Porter
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Society of London Theatre
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Targeted Communications Based on Age
• Under 26 targeted mailings – Age centric subject
line – Sent to recipients
under 26 years– Open rates around
double average open rates
• Mailing for the over 50’s– Targeted discount
offer– Open Rates 75%
above average open rate
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Preference Center Touch Points
• At opt-in• Welcome email• Normal email stream• Transactional emails• Web site/Transaction process• At opt-out
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2. Welcome Emails – Start the Relationship Right
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25US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
What is the first email your subscribers receive?
Do you throw them in mid-stream, or “welcome”
them into the relationship?
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Research by marketing publisher MarketingSherpa shows email subscriber
interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the
open rate.
Within two months, the open rate typically falls 20% to 25%.
The Honeymoon is Over!
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Williams-Sonoma 3-Part Series
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Welcome Email Ecommerce Case Study
• Text• Single email• IT Generated• No marketing messaging
• HTML• 2-part email series• Marketing generated• Promotions, education
75% increase in conversions
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3. Incorporate Personality/UGC
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32US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Do your emails stand out?Do they involve the
subscriber?Do they talk to, or at
customers?
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Ratings, Popularity, Top Sellers
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Incorporating Social Aspects Within Emails• Comments• User ratings• Top read, top purchases,
etc.
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Leveraging Member Reviews in Email Content
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We Like Personalities
Jim Cramer – Mad Money
Keith Olbermann – MSNBC
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…Not Faceless Corporations
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Can we talk?
• More than ever, we want to connect with brands via real people– Think Twitter
• We want a personal note, not a direct marketing promotion
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A Dash of Personality
• Tone• From a real person• Humor• Employee,
customer stories/comments
• UGC• “Relatable”
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Can You Say Mimes in Portland?
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Woot is a Hoot
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Like, Awesome Dude!
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• Personal reviews/ comments from staff members
• While not objective, puts real people behind the products and emails
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Fun Subject Lines
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One-of-a kind content
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4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging
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Free Shipping20% off
20 Emails in 22 Days
You Know Who You Are…
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48US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Have you calculated the long-term impact of
increased frequency?
Do your emails create value for subscribers?
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What’s the Potential Impact of Over Mailing?
5 times per month
5 times per month
12 times per
month
12 times per
month
Revenue – Churn – Reputation….
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Retailer – Increased Frequency
Unsubscribes and spam complaints went through the roof
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Financial Impact of Increased Mailings
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Pinball, Earrings, Shredder…
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Relevant – Based on Purchase Data
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Cross-Sell/Upsell
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Behavior-Based Programs
Cataloger shifted to behavior-based
series after key purchase:- Warranty
- Accessories- Related products
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Customer Lifecycle Series Emails
• Thanks• End Of Lifecycle Series
– We Miss You– We Want You Back– Last Chance
• Birthday Email• Anniversary Email
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Prospect Lifecycle Series Emails• Conversion Series
– Give Us a Try– Please Give Us a Try– Survey*
• End Of Lifecycle Series– We Miss You– We Want You Back– Last Chance
• Birthday Email
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Big Results after One Month:(compared to all previous email
campaigns)
48% lift Click through rate
129% lift in Net Conversion rate
Accounted for 10.4% of the total revenue from email marketing
while representing only 2.7% of the total email volume.
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Break Through the Clutter With New Message Streams
• Triggers• Notifications• Alerts• Reminders• Aggregators• Updates• Closeouts• …and more
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Date/Event-Based Emails
•Birthday•Anniversary•Holiday•Season/Weather•Renewal•Replenishment•Sale/Special•Service due
•Special Event – e.g., Super Bowl•News event•Recent purchase•Abandoned shopping cart•Status or preference change
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Wine of the Day - Cadence
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Consistency – Every Tuesday
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5. Re-engage & Retain Unsubscribers
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List Churn and Inactives – The Good and Bad News
The bad news…
• A typical list will lose 1/3
of its members each year
– Bounces + spam
complaints +
unsubscribes = 2-4% /
month
• 25% to 80% of your list is
inactive
– Subscriber has not
opened or clicked in
specific time frame (e.g.,
6, 12 months+)
The good news…• Churn can be reduced• You control most of your
destiny• Some inactives can be
reengaged
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67US Attendee: (641) 715-3222, access code 452-796-774UK Attendee: 0870 733 0707, access code 452-796-774
Do you know what your list churn rate is?
What percentage of your list is “inactive”?
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Why Recipients Go Inactive
Never fully engaged - just wanted the incentive
Interests have changed
Content did not meet expectations
Emails are being routed to junk folder
You send too often
You send un-personalized, irrelevant emails
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Why Recipients Unsubscribe
• Too Frequent
• Irrelevant Content/Offers
• Also, lack of email address change functionality
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Don’t Wait, Be Proactive• Preference centers• Surveys, ask for feedback• Behavioral dataData
• Identify inactive subscribers• Determine root causes, patterns• Test frequency, content, personalization
Monitor/ Analyze
• Use the data – segment, personalize• Deploy triggers, act on behavior• Offer alternatives
Increased Relevance
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Don’t Wait, Be Proactive
• Monitor inactive subscribers– Look for demographic, list source, etc.
patterns
• Test different frequency, content• Promote preference updates• Survey subscribers• Obtain feedback• And of course, send more relevant
emails
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Ask for Feedback
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Dell Survey/Preference Reminder
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Value Proposition Reminder
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Alternatives Are Promoted In the Email
50% of Art.com subscribers presented with alternative to unsubscribing stay!
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Preference Center/Unsubscribe Pages
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Q & A Email: [email protected]:@LorenMcDonald@Silverpop