i want my $28! rockin' email marketing roi cmworld

I Want My $28! Rockin’ Email Marketing ROI

Jessica Best

Digital Marketing Evangelist, emfluence

@bestofjess or @emfluence

@bestofjess • #CMWorld

Email Marketing Return On Investment (ROI)


The Direct Marketing Association reports that for every $1

invested, email marketing, on average, earns $28 in return.



To increase ROI, we can:

increase revenue, or

decrease expenses



Campaign List Size Expenses Revenues ROI

Free Shipping offer 100,000 $1450 $31,245 $20.55

Free Product w/Purchase 100,000 $1450 $24,996 $16.24

New Customer Bounce Back 1,000 $85 $3,513 $40.33

ROI =

3 WAYS TO GUARANTEE BETTER ROI

① Improve Inbox Placement

② Re-engage or Trim Inactives

③ Trying & Testing Ideas that ROCK


1 Improve Inbox Placement


THE DIRTY LITTLE SECRET OF EMAIL MARKETING IS THAT

15% OF YOUR EMAIL NEVER MAKES IT TO THE INBOX

Jessica Best@bestofjess


Source: ReturnPath, 2014

15% of Email Marketing Doesn’t Make the Inbox


Australia Brazil Canada

Spain U.K. United States France Germany Italy

Inbox Spam Missing

What if you made it through to the Inbox…?


Potential Openers

18%+increase in response

Improve Deliverability


Sent Opens Open % Clicks Click % Expenses Revenues ROI

Before 100,000 20,000 20% 5,000 5.0% $1450 $35,000 $23.14

After 100,000 23,500 24% 5,800 5.9% $1450 $41,175 $27.40

DELIVERABILITY = TECHNOLOGY + YOU

① What your email platform should do for you

② What YOU can do to improve


What your email platform should do for you:

Throttled sending

Built-in CAN-SPAM compliant address

Automated/immediate unsubscribe handling

Feedback loop subscription & complaint handling

Optional:

Certified Sender Status (paid)

Deliverability = Technology + YOU


What YOU can do for you:

Create good content

Maintain a clean, permission-based email list

Deliverability = Technology + YOU


Deliverability = Create Good Content


IMAGES TEXT

(HTML CODE)

Balance of text:image

(or 500+ characters of text)

Watch your language

Go easy on symbols and

using ALL CAPS

Use clean, email-friendly

HTML code and design

THE EMAIL MARKETING DUCK TEST: IF IT LOOKS LIKE SPAM

AND QUACKS LIKE SPAM… YOU’RE PROBABLY SPAM.



Emails That Look Like Ducks Spam


Test Your Content Before You Send


Monitor Your Inbox Placement After You Send


Deliverability = Clean, Permission-Based Lists


2 Re-engage or Trim Inactives


Up to 33% of your List

can turnover each year. (Source: MarketingSherpa)

Re-engagement Campaigns


Lost Year 1

Lost Year 2

Lost Year 3

Lost Year 4

Lost Year 5

13.5% remains after

5 years

UP TO 40% OF YOUR EMAIL LIST HASN’T OPENED,

CLICKED OR PURCHASED IN OVER A YEAR.



Keep those that re-engage! Those that don’t… have to go.

Trim Inactives


Re-engage 1-2% and increase revenues.

Trim the rest and save the expense of sending to inactives.

40% NEVER open

40% Didn’t open this

time

20%Opened

20%Open rate

Trim Inactives


Sent Opens Open % Clicks Click % Expenses Revenues ROI

Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1450 $35,000 $23.14

Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1200 $35,000 $29.17

3-Point Email Re-engagement Campaign


Email 1

Email 2

Email 3

1. We Miss You! Come back and

receive [ VALUE ]

2. Confirm now to

stay subscribed or

miss out on [ VALUE ]

3. Sorry to see you go. Re-subscribe at any time,

here.

Re-engagement Campaigns – Cross Channel


In-store & point-of-purchase

Telemarketing follow ups

Direct mail

Online ads/social media outreach

Be sure to ask for an updated email address so you can reconnect via your most cost-efficient medium!

3 Trying & Testing Ideas that ROCK


Why We Test to Learn What Works


Pop Quiz: Which subject line won?

A. Two chances to win

B. Two chances to WIN

C. Start a winning tradition

D. Start a winning tradition!




A. I Spy a Winner

B. Be a Hallo-winner

C. Trick or $5000 Treat?




A. Help us solve hunger.

B. Donating 1 million meals.

C. You can help us solve hunger.

Ideas With Rockin’ Email ROI


BONUS TIP: Subtle use of

Animated GIF to “celebrate”

“Earned” rewards break through the clutter



Targeting = demographic + behavioral



A bank’s onboarding campaign stretches 90 days: the

“honeymoon” period for new customers.

Next day

2 weeks

6 weeks

10 weeks

12 weeks



A luxury car company uses auto-magic email and survey

follow up for happier customers (service) & nurtured sales.



Event Marketing + Pups + Giving Back



Referral campaigns & WOM

9-13% conversion



Coffee Roaster racks up ROI with

a new product announcement

and by telling a good story

Over a $20 ROI for this email…

without a coupon!



Time/day test shows Cyber

Monday’s true colors… Sunday’s

sneak peek drove 19% more

action!



An eCommerce site uses their best

deal of the year as a re-engagement

campaign for inactives.

ROI was $27.40

Re-engaged nearly 4%!

Jessica Best

Digital Marketing Evangelist

emfluence


Good Content Drives Action


Your content should be:

Engaging (tested)

Timely (automated)

Relevant (segmented)

Consistent and consistently good

& Individual Inbox Placement

Good Content Drives Action: Automation


Segmentation


i want my $28! rockin' email marketing roi cmworld

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