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Chatter marketing…a smart way to think about email

August 17, 2011Neil Rosen, CEOeWayDirect, Incneil@ewaydirect.com

Neil Rosen

• 20 years online marketing

• Founder and CEO eWayDirect

• Technologies that enable:• Lead conversion optimization• Email marketing• Social monitoring in competitive environments

Chatter MarketingSept, 2011

Agenda

• Smart ways to think about email that can have significantpositive impact on your bottom line today

• A glimpse of the (near) future of email as it merges withsocial media

What is chatter marketing?

Adapting what good marketers have always done to theonline world…

• “Listening” to what your subscribers are “chattering” abouton your website, in your emails, and on social media

• Automatically using that behavior to optimize yourmarketing initiatives

Creating opportunities to significantly improveconversions, and increase lifetime value

Chatter marketing is not new…

• Retail sales clerks have been doing it for centuries - and it’salways been about keywords

• The owner of your neighborhood store…

• Knows you because he or she listens• Knows your buying habits, likes and dislikes• Knows what you bought last week, last month• Makes suggestions about what you should buy next

• Creates a convenient and enjoyable experience

Examples of chatter marketing emails?

Email campaigns consisting of one or more emails triggered inresponse to members, customers, subscribers, or donors takingspecific actions online

You may already do some of these:

• Shout It Out emails

• Website abandon emails

• Shopping cart abandon emails

• Reminder and assist emails in response to incomplete forms,applications or subscriptions

Why is it important?

While every DMA study confirms email isthe most profitable form of emarketing ..

• Chatter marketing campaigns havegeometrically higher ROI and revenueper subscriber than invites, contentbased campaigns or promotional emails

• Chatter marketing campaigns used intandem with invites, content basedcampaigns, and promotional campaignsdouble your conversions

It really works!

Example One

Example Two

10%boost

Example Three

6x Results

Example Three

Example Three

12% Increase

Key #1…Success

Chatter marketing emails are timely and relevant

•You have their attention•They are online•They have allocated time to you•They have taken at least one action

No wonder opens rates of 50% + are the norm

Key #2…Success

Chatter email …

•Proactively responds to user behavior/actions

•Provides timely and relevant information

•Make the relationship you have with your subscribersconvenient

•Dramatically improves inbox delivery rates• High open rates• Low complaints

Automating the process

Automation drives the process…

•Subscribers are viewing, browsing, commenting NOW

•If you’re “not there” you cannot respond appropriately

•Campaigns are ready to go

•Business rules are established

•Actions trigger email

•Responses are relevant and timely

Minimizing internal resources

Chatter keeps it simple…

•Reusable content

•Single vendor solution reduces cost and complexity

•Minimal impact on IT resources

•Flexible business rules

•Easy to understand analytics

Permission is the key to trust…

Chatter marketing is driven by behavior, not personal data!

• No privacy issues

• Designed to make experience convenient

• Relevant for your subscribers

Once you have permission to email subscribers, you havean implied obligation to maintain their trust

You must start now…

Even though everything we have talked about drives huge value,it is baby steps compared to what is coming ..

•Chatter marketing is the holy grail of social/email integration

•Way beyond simply chattering with subscribers who visit your website

Trigger Keywords Visit your facebook page

Read product reviews Click on banners

Watch videos Participate in forums

Follow your experts Read your blog

You must start now…

Meet subscriber needsbefore they get to the search engines!

You must start now…

Social is the ultimate source of chatter

Email is the most effective delivery channel

And its happening a lot faster then you might think!