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TRANSCRIPT
How to get the most from Email Summit 2013
Summit Introduction
Flint McGlaughlin
Managing Director
MECLABS
An Online Marketing Story
An Online Marketing Story
Dr. Flint McGlaughlin – Managing Director, MECLABS
Flint McGlaughlin is the Managing Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.
Session Speaker
@FlintsNotes
69% Increase in Capture
Original
Optimized
Previous Summit Attendees
Original
Optimized
99% Increase in Capture
Previous Summit Attendees
Original Optimized
139% Increase in Clicks
Previous Summit Attendees
300% Increase in Conversion
Original Optimized
Previous Summit Attendees
About MarketingSherpa
About MarketingExperiments
MECLABS is a science lab that conducts R&D in sales and marketing.
We conduct rigorous scientific experiments with research partners from all industries to help leaders optimize the financial performance of their sales and marketing funnels.
MECLABS was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes.
1990 Preliminary Research Begins 1997 Research Program Established 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins 2003 Offer Response Optimization Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics)
About MECLABS
About MECLABS
13
About MECLABS: Research Catalog
• Provides a simple reference to our research output over the past four years.
• Includes selections from
Marketing Studies and Experiment Abstracts 2008-2012
• For the serious practitioner or the interested scholar, it is a window into the work of our institution, and may prove helpful as a starting point for new work.
We optimize the financial performance of the sales and marketing funnel
MECLABS Sciences Group
Conversion Group
Leads Group
Technology Group
Training Group
Strategy Group
Applied Research Primary Research
Agency Group
About MECLABS
How do I get the most value of out this Summit?
16
MECLABS Research in 2012
• This year 1,095 Email Marketers have been surveyed concerning their practice of email optimization.
• They identified their top challenges, their barriers to success, as well as their testing triumphs and what they have learned from the trenches of website optimization
Let’s look at some key insights gained from this research to date
Covering Every Step of the Email Process
Case Studies
Marketing Practitioners
Real-world Experiments
Practical How-to
Industry Perspectives
Interactive Activities
Thought Leaders
Key Challenge:
How do I grow my list faster without compromising list quality?
Key Challenge: Email Capture
• 82% of lists are either growing slowly or not growing at all.
How would you rate your email list growth in 2012?
17%
50%
26%
6%
Very positive, our list israpidly growing
Somewhat positive, ourlist is slowly growing
Neutral, the gains balanceout the losses
Somewhat negative, ourlist is slowly shrinking
Very negative, our list israpidly shrinking
Key Challenge: Email Capture
Wed – 11:15 A.M.
Top Tips and Techniques for Growing Your Email Subscriber List A successful email communications program is only as good as its database of email subscribers. That’s why knowing how to acquire new email subscribers, how to onboard them effectively, and how to keep them opening and responding to your email communications is vital to the success of your customer engagement strategy. This session is packed with valuable tips and case study examples of how to grow your email subscriber list, including:
• How to acquire new email subscribers using social media, mobile pull (SMS), search and print advertising tactics
• How to make your corporate or brand website is an effective email subscriber acquisition tool
• How to leverage your "brand advocates" to acquire new email subscribers • Why you must give someone a reason to subscribe, and how to do it the right way • Why the "welcome email" is the most important email you will ever send and what it
should contain • How to design an Email Subscriber Preference Center to capture valuable customer
insight
Joel Book Director, eMarketing Research & Education
Exact Target
Key Challenge:
How can I stay ahead of the rapid changes in
technology?
What new developments will affect your email marketing program in the next 12 months?
6%
5%
10%
20%
29%
40%
57%
58%
Other
Cyber attacks on corporateand ESP subscriber databases
Gamification of marketingprograms
Modifications to privacypolicy regulations
Location-based marketing
Use of engagement metricsby webmail clients to deliver
and place messages in…
Social media
Pervasiveness of mobilesmartphones and tablets
Key Challenge: Email Deliverability
• Marketers agree that smart phones will change the way we send emails….
Key Challenge: Email Deliverability
Are you designing your emails for mobile devices?
No 58%
Yes 42%
• …however, more than half of all marketers are still not designing emails for mobile.
Mobile Email Marketing: How REI increased mobile open rates 40% More than 27% of emails were opened on a mobile device during the second half of 2011, according to Knotice. In this case study session, Laura Velasquez, marketing program manager, REI, will share insight into why REI moved to responsive design, and what that has meant for its business. You'll learn about:
• The industry best practices for optimizing email for mobile that helped REI increase mobile open rates by 40%
• REI's ongoing shift from a scalable to responsive mobile email design approach that has improved mobile email clickthrough rates 15%
• The impact of mobile marketing on offline decisions
Laura Velasquez Marketing Program Manager REI
Thurs – 11:35 A.M.
Key Challenge: Email Deliverability
Key Challenge: Email Deliverability
Wed – 4:30 P.M.
Jay Baer President Convince & Convert
More Alike Than Different: Why Email is Madonna, and Facebook is Lady Gaga Facebook gets a ton of attention, but when you go beyond the hype and the hoodie you find that, for business, it is remarkably similar to an old communication standby: email. In this innovative and intriguing presentation, digital marketing advisor and author Jay Baer will show you how Facebook and email are (or should be) strategically, operationally and tactically aligned, and how treating them as two sides of the same coin will improve your results in both.
Key Challenge:
How can I get more people to open my emails?
Key Challenge: Email Open-Rates
Estimate your average rates for the following metrics:
84%
71%
22%
11%
7%
Delivery rate
Inbox placement rate
Unique open rate
Unique clickthrough rate
Conversion rate
Unsubscribe rate
• On average, 3 out of 4 recipients do not open the emails we send
Email Newsletters: How NFL.com used personalization and segmentation to score a 121% open rate touchdown When the right message is sent to the right customers it can result in an audience that is more engaged, willing to share and buy your products. The team behind the NFL.com newsletter explored new ways to engage with the audience by tailoring each message on a very personal level. Join NFL.com's Christine Hua and Aidan Lyons, alongside Brad Bortone, lead judge of MarketingSherpa Email Awards 2013, as they discuss how this year's Best-in-Show winner used real-time content and personalized email features to garner:
• 121% increase in opens • 9% increase in mobile opens • 26% increase in clickthrough rates.
Key Challenge: Email Open-Rates
Christine Hua Marketing Manager, Digital Media, NFL
Key Challenge:
How do I increase response to my emails with limited resources?
Key Challenge: Email Clickthrough
What barriers exist to overcoming your top challenges?
52%
42%
32%
31%
30%
30%
28%
27%
25%
25%
21%
Inadequate staffing resources and expertise
Difficulty merging email data with other systems
Inability to manufacture relevant content on a consistent andpredictable basis
Lack of executive support
Insufficient testing
Poor planning to integrate email with other marketing tactics
Unclear objectives or constantly changing of objectives
Lack of an effective email marketing strategy
Inability to segment subscribers properly
Failure to quantify email marketing ROI
Unrealistic time frames
Quick Win Clinic: The 4 most critical changes you can make to your email right now (an interactive working session) One of the best ways to get around IT and budget challenges is to optimize areas of your email that are relatively simple to change, yet present an opportunity to make a significant impact on conversion. In this session, Flint McGlaughlin will answer an essential question every marketer asks at some point in their career: How can I get the greatest amount of return, in the shortest time possible, on the least amount of email optimization investment? In our research, we've come across a few ways to help you answer this question. In this session, you'll learn the four most impactful elements to test in your emails.
Flint McGlaughlin Managing Director MECLABS
Thurs – 9:00 A.M.
Key Challenge: Email Clickthrough
Key Challenge:
How can I meet the ROI demands of the CEO/CMO?
Key Challenge: Email Conversion
What metrics are most important to CMOs/CEOs?
• Business leaders are demanding conversion results that impact the top line.
78% 68%
51% 31%
18% 26%
41%
46%
2% 5% 7% 20%
2% 2% 5% 3%
Post-click metrics like leadgeneration and sales
conversion
Financial return oninvestment
Email performance metricslike opens, clickthroughs and
bounce rates
A/B split or multivariate testresults on email and landing
pages
Very unimportant Somewhat unimportant Somewhat important Very important
Michael Aagaard LPO Fanatic, Test Junkie ContentVerve.com
Thurs – 3:30 P.M.
How to Optimize and Test Calls-to-Action for Maximum Conversions When it comes to landing page optimization, your call-to-action buttons represent the ultimate "low-hanging fruit". With a few simple tweaks you can easily achieve lifts of 30 to 100 percent. In this session, you'll get a step-by-step guide to optimizing everything from the color and design of the button, to the CTA copy itself. You'll also get specific tips for what to optimize and how to perform valuable tests that will reveal whether your optimization efforts actually work in real life. This session is based on four years of research and will feature several case studies with real test results.
Key Challenge: Email Conversion
Key Challenge:
How do I get the most valuable insights from my metrics?
Key Challenge: Measuring Email Data
Are you involved in tracking, analyzing, or reporting email metrics?
• Overwhelmingly, organizations depend on marketers to make sense of email metrics.
83% Yes
17% No
Key Challenge: Measuring Email Data
Conversation is the Key Customers respond when they are having a conversation with a company, rather than being sold with constant untargeted emails. Developing a targeted approach with triggered email communications can enable clear, substantive and segmented conversations that are unique to each customer. See the difference triggered emails can make in the perception and value of your customers, all by focusing on their conversation. Increase relevancy, timeliness and personalization through the use of simple emailing techniques and see your email revenue soar. Matt brings real case studies and customer persuasion insights to this session on explosive email growth. Customers don't grow tired of email, they grow tired of unwanted, unneeded and untimely email. Have a conversation, and they will take all the emails you can send.
Thurs – 1:15 P.M.
Matt Bailey Founder & President SiteLogic
Key Challenge:
What should I be testing in my email message?
Key Challenge: Email Testing
What email marketing optimization techniques were utilized by your organization in 2012?
59%
47%
43%
41%
19%
Data analysis of pastcampaign metrics
Testing (A/B split,multivariate, usability)
Optimization without testing
Customer feedback/survey
Did not perform any emailtesting or optimization
techniques
• Most email marketers are still not testing their email sends
Key Challenge: Email Testing
How You Can Use Email to Discover the Essence of Your Value Proposition (in 5 Simple Steps) What do your customers find most appealing about your offer? Is it the price? Is it a specific feature? Is it the broader brand association? If you cannot answer these questions with more than your gut feelings, then you are potentially leaving significant opportunity on the table. Questions like these are at the heart of any marketing strategy, and are central to understanding any company's true value proposition. In this session, you will learn how an email can become much more than a one-off marketing message. When done properly, your email campaigns should be helping you understand the core motivations of your audience. You will be given a systematic approach for using email to discover the essence of your value proposition.
Austin McCraw Senior Editorial Analyst MECLABS
Thurs – 11:00 A.M.
Previous Summit Attendee
• Attended Email Summit 2012 and B2B Summit 2012
• Many ideas for improving marketing efforts and building a high-performing marketing and sales process were kick-started by attending these events.
• She returned to her team with actionable tactics and many areas for improvement
• Armed with new ideas on testing and optimization, Hoppe created a more formal testing and optimization program, starting with value proposition.
Attendee Success Story
Rachel Hoppe Marketing Manager AvidXchange
RESULTS
Increased conversion to sales-qualified leads from 20% to 70% and increased Marketing’s contribution to revenue by 1,300%
**Will be sharing her story today at 11:30**
How to get the most from Email Summit 2013
Summit Introduction
Flint McGlaughlin
Managing Director
MECLABS