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GOOD MORNING
CREATING AN ENGAGING E-MAIL MARKETING EXPERIENCE
EXTRAORDINARY EXPERIENCE
AN ENGAGING MARKETING CAMPAIGN CAN HAVE SUSTAINABLE IMPACT ON BUSINESS PERFORMANCE
Yesterday three speakers showed slides regarding
the death of email.
Why?
E-mail is still growing
Email marketing is the top area of investment growth among marketers and business leaders.
65% Email
Social Media
57%
Search Marketing
41% StrongMail (2010)
ReturnPath, 2010
96.1% Average Delivery Rate: 96%
Average Delivery Rate
Email metrics
22% Average Open Rate
Epsilon Q3 Email Trends and Benchmark, Jan 2011)
Email metrics
5.4% Average Click-Through Rate
Email metrics
Epsilon Q3 Email Trends and Benchmark, Jan 2011)
TELL Marketing Emails tell me something
SELL Marketing Emails sell me something
Marketers Perspective
“I want you to know about this new product or service so you think of me when you are ready to engage.”
TELL SELL
Marketers Proposition
“I want you to know about this new product or service so you think of me when you are ready to engage.”
“I am offering 30% off this item because I want to move it from my shelves to yours”
TELL SELL
Prospects Receptivity
“Tell me about something that will be valuable for me to know and enhance my life in some way”
TELL
Prospects Receptivity
“Sell me something at a fair price that I value and enhance my life in some way”
“Tell me about something that will be valuable for me and enhance my life in some way”
TELL SELL
The Problem: Ubiquity
Almost anyone can click and sell…too many, too similar, too often
Every company, big or small, can click and tell
TELL SELL
Accessible tech, low cost, easy deployment
Email Marketing Success Increase Engagement
E-mail Marketing Goal Increase Engagement
PLEASE STAND UP.
WHY DID YOU STAND UP?
Why do people engage? Because we ask them to. Too many email campaigns forget to ask. CTA’s WORK.
Which Subject Line do you think will be most effective?
RE: Hundreds of e-mail experts just like you will be there
RE: Learn to use e-mail marketing to drive company performance
Inbox (3) Drafts Sent
Trash
From Subject Date
11:03am Today
10:55am Today
10:51am Today
TWO
THREE
RE: Get a free pass to next year’s e-mail summit conference
ONE
Reasons People Engage
Reward
RE: Hundreds of e-mail experts just like you will be there
RE: Learn to use e-mail marketing to drive company performance
Inbox (3) Drafts Sent
Trash
From Subject Date
11:03am Today
10:55am Today
10:51am Today
TWO
THREE
RE: Get a free pass to next year’s e-mail summit conference
ONE Offer A Reward
Reasons People Engage
Reward
RE: Hundreds of e-mail experts just like you will be there
RE: Learn to use e-mail marketing to drive company performance
Inbox (3) Drafts Sent
Trash
From Subject Date
11:03am Today
10:55am Today
10:51am Today
TWO
THREE
RE: Get a free pass to next year’s e-mail summit conference
ONE Offes A Reward
Group Validation
Reasons People Engage
Reward
RE: Hundreds of e-mail experts just like you will be there
RE: Learn to use e-mail marketing to drive company performance
Inbox (3) Drafts Sent
Trash
From Subject Date
11:03am Today
10:55am Today
10:51am Today
TWO
THREE
RE: Get a free pass to next year’s e-mail summit conference
ONE Offers A Reward
Group Validation
Shared Values
If the reward is relevant believable, valuable and attainable… It will be compelling to the prospect and prompt engagement.
Offering A Reward works
Reward - Economic Engagement Essentials
“I need a new car and this is a great value.”
SUBJECT: Save 30% on last year’s models
Reward - Emotional Engagement Essentials
SUBJECT: Feel safer, join night watch
“I feel better knowing may family is safe now that I am a member of our group night watch patrol.
“I will be able to get the job I have always wanted because finally I will have the right skills to offer.”
Reward - Educational Engagement Essentials
SUBJECT: Learn to shoot like a professional photographer
Make the prospect feel that since colleagues or co-workers are engaged, they should be as well.
Group Validation
Group Validation – Team Victory Engagement Essentials
“As a group we’re stronger and I can accomplish more things.”
Group Validation – Comfort in Numbers Engagement Essentials
“If that many people have tried it, I should try it too”
Group Validation – Circle of Trust Engagement Essentials
“My closest friends are involved so it must be okay.”
My values are extremely important to me. To find a merchant who believes in what I believe in is very rare and very special. If I find a company like that, they have me for life!
Shared Values
HAND CRAFTED
Shared Values Engagement Essentials
AMERICAN MADE
Shared Values Engagement Essentials
FAMILY VALUES
Shared Values Engagement Essentials
Three Reasons People Engage
RE: Hundreds of e-mail experts just like you will be there
RE: Learn to use e-mail marketing to drive company performance
Inbox (3) Drafts Sent
Trash
From Subject Date
11:03am Today
10:55am Today
10:51am Today
TWO
THREE
RE: Get a free pass to next year’s e-mail summit conference
ONE Offers A Reward
Group Validation
Shared Values
Focus for E-mail Marketers 2011
Econsultancy "Email Marketing Census 2011”
delivering relevant communications
list/data quality Measurement and analytics
segmentation 32% 29%
26% 25%
Please close your eyes and imagine…
If you see this slide then your eyes are not closed. (Follow instructions or you may be asked to leave the room.)
DEMO GRAPHICS
78% Males
75% Females
source: eMarketer.com
Email Usage By Gender
age groups
91% 90%
56%
Age 31-42
Age 62-71
Age 18-30
79% Age 43-61
source: eMarketer.com
Email Usage By Age
68% African
American
75% Latino
78% Caucasian
source: eMarketer.com
Email Usage By Ethnicity
61% Yearly Income
< $40,000
91% Yearly Income
$40,000+
source: eMarketer.com
Email Usage By Income Level
E-mail is mobile
More than 1 billion consumers will be accessing email on their mobile phones by the year 2013. This is compared to fewer than 200 million in 2009.
Knotice (2011) The Radicati Group (2010)
13% OF EMAILS are
opened by a mobile operating system or device.
PSYCHO GRAPHICS
I love anything that is new. As soon as it comes out I want to know about it and if I can afford it, I will buy it.
EARLY ADOPTER PYSCHOGRAPHICS
I could die for those shoes and that new hat, OMG. My budget may be limited but not my taste.
FASHIONISTA PYSCHOGRAPHICS
Don’t push me to do anything. I take my time. I contemplate every decision and every purchase.
ANALYTICAL PYSCHOGRAPHICS
Bargin hunter
Every online store offers deals but the great thing about the web is that instantly can compare. The thrill is in the deal, even if I don’t need it.
BARGAIN HUNTER PYSCHOGRAPHICS
MulE computer tech user…mulEtasker
If I am not doing 12 things at once I get bored. I need constant stimulation. The only constant for me is constant change.
MULTI-TASKER PYSCHOGRAPHICS
CONTEXT
Yeah, I really should buy myself a new raincoat. Next time I want to be prepared.
WEATHER CONTEXT
You know, I am on vacation, I deserve to go to the spa. And I am going to treat myself to an expensive bottle of wine at dinner.
LOCATION CONTEXT
So many of my friends crave whatever is new. Not me. Old school is works fine. I am going to use this beast until it dies.
OLD OR NEW TECH CONTEXT
We noticed that you read our regular communication from a new place, did you move?
NOMAD CONTEXT
Welcome to my crib. Don’t send me any baby stuff, can’t you see this is a place for high-powered, financial transactions.
THE CRIB CONTEXT
engagement
ENGAGE MENT
We know who they are Why they buy Their current situation So what now?
Entice
Engagement Continuum
Never heard of you. Don’t really care.
Evoke Educate Entertain Endear
I love your company. I am crazy about your products. You care about what I care about. I HAVE TO to tell everyone.
ENTICE
Entice Evoke Educate Entertain Endear
EVOKE
Entice Evoke Educate Entertain Endear
EDUCATE
Entice Evoke Educate Entertain Endear
ENTERTAIN
Entice Evoke Educate Entertain Endear
Entice Evoke Educate Entertain Endear
ENDEAR
Entice
Engagement Continuum
“Never heard of you, or don’t really care.”
Evoke Educate Entertain Endear
“I love your company or your product. I care.”
ENGAGEMENT FOCUSED CAMPAIGN
1. Trigger engagement with Rewards, Group Validation and Shared Values
ENGAGEMENT FOCUSED CAMPAIGN
1. Trigger engagement with Rewards, Group Validation and Shared Values
2. Segment based on Demo, Psycho and Contextual information
ENGAGEMENT FOCUSED CAMPAIGN
1. Trigger engagement with Rewards, Group Validation and Shared Values
2. Segment based on Demo, Psycho and Contextual information
3. Roll out campaign based on a continuum - Entice, Evoke, Educate, Entertain and Endear
MEANINGFUL ENGAGEMENT CREATES A SUSTAINABLE COMPETITIVE BUSINESS ADVANTAGE. IT’S TIME TO ENGAGE.
IT’S TIME TO ENGAGE
Email Campaigners Unite! The future of Email Marketing
lies in your hands
We noticed you were at the mall today. We invite you to come back soon. And thanks for your patronage.
As you leave the office today why not stop by the café downstairs and take home some of our homemade chili that you love.
You posted on Facebook that you were car shopping. Did you know that there is a Fiat dealership just a mile from your house?
Multi-Modal Smart Triggers
Responsibility Drives Revenues
Report the will ALWAYS choose a product from a “socially responsible” company rather than a competitor who is not.
Landor, Branding Report 2010
55% y
Points for every click that can redeemed for rewards
Economic Status
Emotional
Clicks and Click-thru as Currency
ACCOUNTABILITY
ACCOUNT ABILITY
Subscribers who receive promotional permission-based email estimate that
they delete without opening.
Merkle Interactive Services (2010)
Responsible Campaigns
58%
MOBILITY
E-mail is mobile
ExactTarget (2009)
85% of smartphone users check their email on their smartphones
actually read their email on their smartphone.
82%
RELEVANCY
Email recipients want more personally relevant material
…of respondents said they would like organizations to give them MORE CHOICES over the CONTENT and FREQUENCY of the emails
-Habeas (2008)
MORE THAN 88%
RELEVANCY
IMMEDIACY
Tell me right now, it works
People who purchase after getting cart abandonment Emails spend
SeeWhy Research (2011)
more than those who buy straightaway
58%
SOCIABILITY
Friends-and-family emails had an open rate of for identical promotions without the friends-and-family messaging sent by the same companies. –
Experian (Nov. 2010)
20% vs. 14%
Social reinforces impact
PROXIMITY
Context: E-mail is Mobile
Email consumption on mobile devices equals almost half of every hour spent
on mobile internet
- Nielson Mobile Media View Internet (May 2010)
Thank you.
Email marketers unite
IT’S TIME TO ENGAGE
B2C Marketers Said Their Top Two Goals for 2010…
Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)
INCREASE CUSTOMER LOYALTY
IMPROVE ANALYTICS TO STRENGTHEN CAMPAIGNS
45% 39%
Relevancy
75% of respondents say lack of relevance is the biggest reasons subscribers choose to opt out, followed closely by sending too frequently (73%). –
Merkle Interactive Services (2009)
Relevancy
Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than LowFares.com's standard newsletter.
- MarketingSherpa (2011)
Situational Triggers
Abandoned cart emails getting 20 times the transaction rates and revenue of standard email campaigns –
Experian & CheetahMail "The remarketing report" (2010)
Relevancy
75% of customers open and read transactional emails frequently or very often versus 45% for other permission commercial email. –
MarketingSherpa "Ecommerce Benchmark Guide" (2007)
Relevancy
54% of people who unsubscribe from permission emails said the reason was emails coming too frequently. - ExactTarget "The Social Break-Up" (2011) 49% of people who unsubscribe from permission emails said the reason was content was repetitive or boring over time. - ExactTarget "The Social Break-Up" (2011) 41% of US Internet users threatened to stop buying from companies that send them irrelevant messages, -CMO Council and InfoPrint Solutions (2010)
The top consumer mobile email messages preferred:
special offers (27%), promotions/vouchers redeemable from mobile devices (21%) and real-time updates on tracking deliveries (21%).
- e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)