email marketing trends state of the industry dma 2012 silverpop
DESCRIPTION
TRANSCRIPT
![Page 1: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/1.jpg)
Section Title State of the Email Marketing
Industry – Key Trends
Loren McDonald@LorenMcDonald
![Page 2: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/2.jpg)
Email is Strong
Opt-in Everywhere
Automation
ContentInactives
Design for Mobile
Q & A
AgendaKey Trends
![Page 3: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/3.jpg)
1. Industry performance is strong - email still rocks
![Page 4: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/4.jpg)
Email is thriving by ALL accounts!
![Page 5: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/5.jpg)
Email is bringing in $40.56 for every dollar spent on it.
Source: DMA
![Page 6: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/6.jpg)
1 percentage point decline over
9 years
![Page 7: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/7.jpg)
User Base Still Growing
![Page 8: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/8.jpg)
20.1% Open Rate - Average
43.7% Open Rate - Top Quartile
8.0% Open Rate - Bottom Quartile
![Page 9: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/9.jpg)
Open Rate – Select Industries (WW)
Vertical
Retail
Leisure, Sport & Recreation
Media
Banks / Fin. Services
Mean
17.12%
16.18%
20.91%
22.62%
Top Quartile
30.60%
32.61%
47.98%
48.91%
![Page 10: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/10.jpg)
5.2% Click-through Rate- Average
16.6% WW: CTR - Top Quartile
0.7% CTR - Bottom Quartile
![Page 11: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/11.jpg)
CTR – Select Industries (WW)
Vertical
Retail
Leisure, Sport & Recreation
Media
Banks / Fin. Services
Mean
3.09%
2.31%
8.87%
3.46%
Top Quartile
6.21%
5.29%
31.67%
9.88%
![Page 12: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/12.jpg)
19.3% Click-to Open Rate- Average
40.0% CTOR - Top Quartile
6.7% CTR - Bottom Quartile
![Page 13: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/13.jpg)
2. Capturing opt-ins and data everywhere your customers are
![Page 14: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/14.jpg)
Popovers: A Bit Annoying – But They Work!!!
Pop-overs = 200-400% lift
![Page 15: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/15.jpg)
15
38% of Americans would rather
clean their toilet than create another
Username/password combination!
![Page 16: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/16.jpg)
![Page 17: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/17.jpg)
What types of data are available?
![Page 18: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/18.jpg)
Facebook Timeline Email Sign Up
![Page 19: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/19.jpg)
Tablet/Kiosk Opt-in Collection
![Page 20: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/20.jpg)
SMS to Email Opt-in
• POS• Video Alerts
• Return/Info. center• Store Signage
• Events
![Page 21: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/21.jpg)
QR Codes to Email Opt-in
![Page 22: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/22.jpg)
State of QR Code Usage/Awareness – Still A Little Early
![Page 23: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/23.jpg)
3. The shift from broadcast to automation + behavior
![Page 24: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/24.jpg)
Pounding isn’t the answer, because…
![Page 25: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/25.jpg)
…Hope is not a marketing strategy.
![Page 26: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/26.jpg)
Individual relevance is increasingly the key to deliverability
![Page 27: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/27.jpg)
Manual
Automated
Response Rates/Engagement
Mar
ketin
g So
phis
ticati
on
Behavior-basedMessages(Multi-Track)
Time-based Messages(Drip, Simple Nurture)
Targeted Mailings based on Segmentation
Mass Mailing to a broad database
Broadcast to BehaviorBto1IndividualMessages
![Page 28: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/28.jpg)
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
9x
![Page 29: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/29.jpg)
Low Volume, High ROI!
59.8 %Batch Campaigns
40.2%Triggered
Campaigns95.9 %Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
![Page 30: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/30.jpg)
Demo-graphics
Behavior
Automation
Explicit data
Implicit data
![Page 31: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/31.jpg)
Programs – Mass Personalization
![Page 32: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/32.jpg)
Browse Behavior
![Page 33: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/33.jpg)
Browse Behavior
Customer viewed “Joint Supplements” landing page Sent SmartFlex Finder email
![Page 34: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/34.jpg)
Message A – 1 day after
![Page 35: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/35.jpg)
Message B – 3 days after
![Page 36: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/36.jpg)
Message C – 5 days after
![Page 37: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/37.jpg)
DEMCO Cart Results
Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAG
E
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate
22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46
![Page 38: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/38.jpg)
4. Content and personality plays a bigger role
![Page 39: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/39.jpg)
[get pur-suh-nl]
1. Marketing content that speaks with a “human” voice.
2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.
3. Dude, lose the corporate speak.
![Page 40: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/40.jpg)
![Page 41: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/41.jpg)
• Aaron - Real person• Service tone• 50% conversion rate
“Human” Cart abandonment
![Page 42: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/42.jpg)
![Page 43: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/43.jpg)
Let Customers Do the Selling
30+% Increase in Orders and Sales
![Page 44: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/44.jpg)
How-to video
![Page 45: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/45.jpg)
45
Important Dates Reminder Email
![Page 46: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/46.jpg)
Your dates trigger an email…
21 days before occasion
Personalised with name
Occasion w/ date
Coupon code
10% Off
31% CTRHighest revenue generating email
![Page 47: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/47.jpg)
5. Inactives become the biggest challenge
![Page 48: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/48.jpg)
Inactives Are a HUGE Issue
![Page 49: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/49.jpg)
Typical Actives vs. Inactives Ratio
![Page 50: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/50.jpg)
Impact of InactivesLost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability
![Page 51: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/51.jpg)
Hypothetical Revenue LossActives Inactives
# Subscribers 250,000 200,000
Average Revenue Per Email Delivered $0.12
4 X week X 53 weeks ~ 212 emails $6.4M
Potential Lost Revenue $5.1M
![Page 52: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/52.jpg)
Reactivation & List Cleansing
• Data cleansing by implementing a Re Engagement Program• Contacts who have had no mailing activity for 9 months• Have not opted in within the last 3 months
![Page 53: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/53.jpg)
Re-engagement Email 1
Birmingham Airport: Hello There!
![Page 54: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/54.jpg)
3 weeks later…Re-engagement Email 2
Birmingham Airport: We Miss You!
![Page 55: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/55.jpg)
2 more weeks later…Final Email
Birmingham Airport: Details deleted
![Page 56: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/56.jpg)
Data Cleansing
Upon receiving Email 3 contacts are track routed to ‘To Be Removed from Database’ track and then get purged by the client
Upon receiving Email 3 contacts’ profiles get date stamped under ‘Inactive’ date database field which makes them easy to query off
![Page 57: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/57.jpg)
The best reactivation strategy
is to minimize inactives
to begin with.
![Page 58: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/58.jpg)
Typical Reactivation Rate: 1%-2%
High Performers: 10%+
![Page 59: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/59.jpg)
Automate: Activate Early InactivesNew subscribers don’t
open/click first XX messages/X weeks
Move these early inactives into “activation” track
Send survey, different offers; best of, diff subject lines,
testimonials, etc.
![Page 60: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/60.jpg)
Opt-in process
Expectation mgmt.
Welcome / Onboarding
Targeted / Relevant Content
Preference mgmt.
Minimize!
![Page 61: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/61.jpg)
6. Designing for mobile is no longer optional
![Page 62: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/62.jpg)
Going Mobile / Screensize-apalooza
![Page 63: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/63.jpg)
Q4 2010
Smartphone Sales Pass PC Sales
![Page 64: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/64.jpg)
U.S. Smartphone Penetration – Nielsen 2/2012
![Page 65: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/65.jpg)
369M2016
Source: Gartner, April 2012
119M2012
Tablets…
![Page 66: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/66.jpg)
35% of email subscribers are opening your emails on their
mobile device!
![Page 67: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/67.jpg)
Where is Your Email Being Read?
![Page 68: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/68.jpg)
So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …
![Page 69: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/69.jpg)
Old mouse New mouse
The New Design Challenge
![Page 70: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/70.jpg)
Source: StyleCampaign.com, Litmus
Do Your Email’s Have the Touch?
![Page 71: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/71.jpg)
Know Your Audience
Source: Unica Corporation/Pivotal Veracity
![Page 72: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/72.jpg)
Mobile64% higher
CTR
Regular
A/B test sent to frequent
mobile openers
![Page 73: Email marketing trends state of the industry dma 2012 silverpop](https://reader035.vdocuments.site/reader035/viewer/2022062616/54b40a634a7959d12c8b45b7/html5/thumbnails/73.jpg)
Speaker
Loren McDonaldVP, Industry Relations
Twitter: @LorenMcDonald
Google+: +LorenMcDonald