email marketers toolkit for success: part 1

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EEC Pre-Conference Workshop: Email Marketers Toolkit For Success

February 2012


AGENDA

• Introduction to Email Marketing

• Basic and Advanced Email Strategies and Tactics

• Assignment Case Study• Lunch• Working Sessions• Presentation• Graduation


Introductions


Responsible for the strategic guidance, assistance and leadership of BlueHornet email marketing clients. Through organized engagements and thought leadership, we work to increase the awareness of BlueHornet users to develop and implement groundbreaking strategies to increase their customers engagement and drive higher revenue.

Industry ExperienceDirector, Email Marketing & Acquisition at Sears HoldingsEast Coast Manager of Operations at ResponsysDirector, Email Marketing & Online Advertising at infoGROUP, Inc

Ryan PhelanVice President, Strategic Services


Responsible for all services offered by PulsePoint around the design, development and implementation of multi-channel digital marketing programs.Oversees deliverability, strategy, integration, campaign management and creative.15 years in technology, consulting and digital marketing.Competitive amateur golfer.Foosball champion.

Damian BorichevskyVice President, Professional ServicesPulsePoint


Responsible for turning marketing communications tools into the best selling tools they can beOversees a team of communications planners, social marketing experts and solutions consultantsHas a secret fear of umlauts

Industry ExperienceGlobal Director, Marketing Strategy, AcxiomPrincipal Planner, Euro RSCG 4DDirector of Strategic Planning,Answerthink

Ben RothfeldDirector, Strategic PlanningStrongMail


Breaks will be provided but we have a LOT to get done!


Lifecycle Messaging Overview


All behavior marketing starts in retail

• Google • Facebook • Yahoo • YouTube • Amazon • Wikipedia • Twitter • Blogger • Ebay

• Craigslist • LinkedIn • Windows Live • Go • MSN • Bing • CNN • Espn • AOL

• PayPal • WordPress • Weather

Channel • Netflix • Huffington

Post • Tumblr


Goals

• Review core email principles

• Raise level of understanding and knowledge about email marketing

You are here

You need to be here

100k

50k

25k

Ground Level Tactical


Email is more than selling

• Email marketing is not about just selling stuff or offering services

• It’s about• Engagement• Relationships• Trust• Relevancy

• Lifecycle marketing is the key to higher conversion and greater LTV


Dispel the Myth

Why do marketers believe that every message we send evokes this reaction?


Programmatic Lessons


Goals

Review common email programs to spur ideas and concepts that can be applied to

your groups and the afternoon exercise!

Don’t think of how…think of what!


Acquisition

Are we focused on acquisition for the wrong reason?

Acquisition Promotional Attrition


What do people do with email?

They don’t read….they scan

Solution: Pretty pictures, short text, bold, images


Except…When they Don’t• Sometimes, long copy works

• Consumer enthusiast categories• B2B high-tech

• Sometimes, pictures distract• Eye-tracking shows that pictures can push the

eye down or to the right, depending on placement

• Be careful about placing key copy/offers too close to images

• When in doubt, test!


Mobile Acquisition

• When you cannot affect change on your POS system, or you want to simplify acquisition, try email acquisition through SMS

• Quick and easy for the consumer• Text sent and confirmation received• Welcome email sent and information

collected (name, location, ect.)

• Segment out those consumers to see differences in behavior


Preference Center

• Preference centers allow the consumer choice and control of communication

• Increases long term engagement

• Provides additional opportunities for engagement & segmentation


Pref Center Dos and Don’ts

Do

Ask for information that will power more personalized emailKeep it short(<10 questions)Allow choice of frequency if you’re willing to support it

Don’t

Use the pref center as a survey; consumers may feel cheatedAsk every last thing(use click behavior!)Overpromise


Triggers

• Trigger ideas include:• Birthday• Anniversary• Post purchase follow-

up• Post purchase up-sell

(non-transactional)• Sometimes the

absence of a trigger can have an impact


Transactional

• Look to HTML based emails that provide all relevant information

• Transactional messages have +60% open rate and can represent significant revenue


OptDown

• Provides the consumer a choice of communication based on common reasons for attrition

• Frequency• Relevancy• Subscription Choice


The Strategies of Deliverability

• Programs should include core components• Welcome, triggers, consistent look and feel,

predictable• Put yourself at their keyboard – would you

like your email program?• Treat the ability to get into their inbox as a

privilege – and you won’t lose it.


Win-Back

• Offer based• Aggressive• Limited duration• Exclusive coupons to

prevent viral coupon use• Segment that population

out of the normal stream• Tread lightly – sending

to inactives is risky


Win-Back• Sample process is a series of 3 emails over

a short period of time• Short term Win-Back can be 1 or 2 emails• Offer value should increase with time

email marketers toolkit for success: part 1

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