integrating social influencer outreach into your email outreach efforts- simms jenkins, brightwave...
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Simms JenkinsCEO - BrightWave [email protected]: 404.888.0133Mobile: 404.664.6864www.BrightWaveMarketing.comwww.EmailStatCenter.comwww.TheTruthAboutEmailMarketing.comtwitter.com/simmsjenkins
Email Marketing – State of the Inbox
Email Marketing – State of the Inbox
1. The History Of Email Marketing
2. Why Email Still Matters
3. How Email Competes in a Changing World
4. Kudos, Tips & Considerations
5. Conclusion & Questions
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Specialized, best of breed agency
Pioneering digital targeted messaging
Renowned thought leadership & industry expertise
Agency Partnership model - an extension of your team
BrightWave Marketing is an award-winning agency specializing in the strategic optimization of
email marketing & digital targeted messaging programs
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Strategic Services List Growth Management Preference Center Creation
Creative Services Program Measurement & Benchmarking Data Capture Consulting
Inbox Optimization Privacy and CAN-SPAM Compliance Consulting User Surveys
Campaign Management Best Practices Advisory Services Database Management
Integrated Text Messaging Integrated Social Networking Integrated Voice Messaging
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Renowned Thought Leadership and Industry Expertise
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Digital Targeted Messaging
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The History of Email Marketing(in 10 Slides or Less)
The First “Email Computer”
ARPANET “map” in the 1960s
1,600,000,000Number of email users worldwide by 2011
Email…At the Beginning
Not that different from email as we know it today
Except only plain text no SPAM
• Viagra wasn’t on the market• Deposed Nigerian dictators didn’t have Hotmail accounts• Porn was not online
Dot Com Bubble Era
Alexis Martin Neely Interviews “Revolutionary” Email Expert Nate Hagerty:“Insider Secrets To How Marketing Experts
Make Millions With Email Marketing…And Why These Strategies Have Never Before Been Properly Applied
In Law Practices...But Are Critical —and Profitable—Right Now!”
The Bubble Burst
Email’s Dark Days
Controlling the Assault of Non-Solicited Pornography and Marketing
Working Hard in the Shadows
Web 2.0
The Recession Brings Email Out of the Shadows
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The Death of Email MarketingHas Been Exaggerated…
Again
Why Email Still Matters
Stan Rapp’s Words of Wisdom
"The inbox is the beating heart of the internet, and email is the tightest link ever invested between seller and buyer."
"Advertising's new role is to drive prospects to the web for relevant opt-in experiences."
"Email is the backbone of all digital communications."
"The value of an email address to a knowledgeable marketer is $118."
My Words of Wisdom
“When a customer or prospect gives you permission to send communications to them, that is uniquely powerful.”
“and uniquely awesome.”
“Therefore, email marketing is uniquely powerful & awesome.”
“Don’t abuse it or screw it up.”
Email is gaining steam
“We’re predicting that email will continue to distance itself from other online advertising formats over the next five years, growing to $15.7 billion and remaining the preferred channel among many marketers” Borrell Associates
“65% of marketing spend has no discernible effect” World Advertising Research Coalition
Not To Mention Gaining Spend“Marketers spent $12.1 billion on email in 2008, more than they spent on either display/banner advertisingor search”
Borrell Associates
What’s at Stake? How about Brand & Bucks?
Nearly a third of survey respondents (32%) said they have
stopped doing business with at least one company altogether as a
result of its poor email practices-- Merkle, Feb. 2009
For every dollar spent on Email marketing in 2008, marketers can
expect an estimated$45.06 ROI
-- DMA, 2008
Tweet Tweet
“Creating a buyer is an expense. Creating a customer is an investment.“ Les Wunderman
StephanieSAM 8:04 PM May 30th
Dynamics of the New Inbox
The Big 3
The Inbox is Evolving
Interact with your audience where they choose to receive& engage with opt-in messaging
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Drive Revenue
Cut CostsBuild
Relationships
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How Does Email Compete?
Driving Revenue
Driving Revenue - Email as the Digital Communication Hub
ROI = 1,400%
-Email Response Rates Increased 275%
-Unsubscribe rate dropped 70%
-Delivery Rates Up 11%
-Customer Retention & Frequency = Higher
SMS & Facebook
Integration
Email Subscriber
Value of $12
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Cutting Costs
How A Weekly Text Email Saved $1,000,000s
Call Center Volume decreased more than 80% following Weekly Remittance email deployments
Resulting in Substantial Savings
Build Relationships
Online Conversations Build Relationships
Not Selling But Communicating
Multiple Ways to Continue Conversation
Email Drives Major Increase of Facebook Fans
Kudos, Tips & Considerations
Studies – Do they matter?
According to MailerMailer, its study of more than 300 e-mails found that the top 10 most common words in subject lines are, starting from No. 1 and working down,
“news,” “party,” “newsletter,” “free,” “night,” “sale,” “com,” “update,” “holiday” and “week.”
Best Subject Line Ever
Free Update, Sale & News – Party Holiday Night Week com Newsletter
Study Continued (DON’T SHOOT!)
On the surface, MailerMailer’s reporting on click throughs would seem to contradict a recent study by marketing services provider Epsilon, which reported that average click-through rates were 4.7% in the second quarter of 2008 and 5.9% in the third.
However, Epsilon defines click-through rates as the number of clicks divided b y the number of e-mails delivered. MailerMailer, on the other hand, defines click-through rates as the number of unique clicks divided by the number of opportunities—or links—to click
According to MailerMailer, religious and spiritual e-mail achieved an average 7.04% click-through rate in the second half of 2008, making it the highest of the sectors MailerMailer tracks. At the same time, restaurant and food-service e-mails saw an average 0.64% click-through rate, making it the lowest of the sectors tracked.
In another finding, MailerMailer determined that Mondays are generally the best days to send e-mail in terms of opens and clicks.
The Best Day & Time of the Week To Send
The highest peaks for read rates were 9 PM and 11 PM
The highest open rates were Wednesday, Monday and Thursday
The highest click through rates were Wednesday and Thursday
The highest click through rates were Thursday and Saturday
Tuesday was retailers' favorite day to email, followed by Thursday, Monday, Friday, Wednesday, Sunday and Saturday
Tweet Tweet
just read report saying emails sent Monday get most clicks. sure, this month they do. next month? Friday. then Tues. #testforyourselfpeople
justinpremick 7:14 PM Jun 2nd
Tips Opt Ins Everywhere
From Line Matters 68% say the “from” line is the most important factor in
determining whether or not they’ll open an email (Epsilon, June 2009)
Common Sense Remember the Opt In
• Jim Smith, VP Sales vs. Big Brand
Consider Testing Video
Secondary Messaging Matters
Don’t Fall Asleep at the Wheel
Sell Yourself & Your Program
“CAN-SPAM violations cost online ad firm $2.9 million”
“An Internet marketer will pay a $900,000 civil penalty for violating the CAN-SPAM Act”
“Marketer Slapped With $873M CAN-SPAM Fine”
“Kodak/Ofoto Settles FTC CAN-SPAM Charges”
“Canada's House of Commons. The Electronic Commerce Protection Act (ECPA) bill to pass shortly”
Don’t Do This
http://www.someecards.com/newsletter/PermissionPass_view.html
My Words of Wisdom
“When a customer or prospect gives you permission to send communications to them, that is uniquely powerful.”
“and uniquely awesome.”
“Therefore, email marketing is uniquely powerful & awesome.”
“Don’t abuse it or screw it up.”
Email Marketing &Targeted Messaging are a Blend of Art & Science & Deserve a Specialized Approach
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Who’s Doing Email Right?
The Sale Shouldn’t End The Cycle
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Simms JenkinsCEO- BrightWave [email protected]: 404.888.0133Mobile: 404.664.6864www.BrightWaveMarketing.comwww.EmailStatCenter.comhttp://twitter.com/simmsjenkins
Comments & Questions