Email Evolution Conference 2010
What’s Working Now in Direct
Marketing
Jay Schwedelson
[email protected] – For Slides and our Q1
Email Pricing Whitepaper
List Procurement
Data Warehousing
Data Hygiene
Email Services
International Data Prospecting
Web Media Buying
Best Practices
For Over 400 Leading Companies…
What we do…
Creative:
Text Based Links vs. Image
Based Links
•74% of all emails sent will have images
blocked by default.
•66% Consumer
•82% B2B
•What does this mean to you?
Worldata Research Summary 2009
Creative:
Text Based Links vs. Image Based Links
IMAGE BASED LINKS: Links
that are graphics and not text
that is hyperlinked
Source: Worldata Email Usage Study Q4 2009
Creative:
Text Based Links vs. Image Based Links
SO WHY DOES
THIS MATTER?
Source: Worldata Email Usage Study Q4 2009
Creative:
Text Based Links vs. Image Based Links
Because these
three links
generate 83%
of all the click-
throughs in
messages sent
This image
based linked
only generates
9% of all click
throughs
Source: Worldata Email Usage Study Q4 2009
Citrix
Great Email! Blocked
but the offer comes
through and the overall
structure is still in place
Source: Worldata Email Usage Study Q4 2009
Creative:
Text Based Links vs. Image Based Links
SO WHY DOES
THIS MATTER?
Source: Worldata Email Usage Study Q4 2009
SO WHY DOES THIS
MATTER?
This is the same email
This is what
74% of your
recipients see
by default
Creative:
Text Based Links vs. Image Based Links
Source: Worldata Email Usage Study Q4 2009
TEXT LINKS vs. IMAGE LINKS
TEXT LINKS out pulled IMAGE
LINKS 3-1
Creative:
Text Based Links vs. Image Based Links
TEXT BASED LINKS:
Links that are text that
are hyperlinked
Source: Worldata Email Usage Study Q4 2009
Source: Worldata Email Usage Study Q4 2009
APPLE EXAMPLE:
The Right Way
Source: Worldata Email Usage Study Q4 2009
BEST BUY: ALL IMAGE LINKS
Source: Worldata Email Usage Study Q4 2009
View on a PDA
Creative:SMART PHONES and Your Campaign
Source: Worldata Email Usage Study Q4 2009
View on a PDA
48% of Technology
Decision Makers read
more than half of all email
on Smart Phone Devices.Source: MarketingSherpa
Creative:SMART PHONES and Your Campaign
Source: Worldata Email Usage Study Q4 2009
View on a PDA
‘View on PDA’ in similar
campaigns was the 3rd
most clicked on link
within message (11% of all
clicks)
Creative:SMART PHONES and Your Campaign
Source: Worldata Email Usage Study Q4 2009
Creative:SMART PHONES and Your Campaign
Source: Worldata Email Usage Study Q4 2009
This matters on
BOTH your landing
page and email
messages – images
must continue to be
hosted long after
campaign
DID YOU
KNOW?
16% of all
click-
throughs will
occur AFTER
the event
date of your
offer has
occurred!
Tips that make a difference…
Source: Worldata Email Usage Study Q4 2009
Source: Worldata Email Usage Study 2009
Top 3 Links Clicked:
Product / Click Here 29%
Logo / Brand 14%
Format Issue Link 12%
Understanding what your recipients are trying to tell you…
Source: Worldata Email Usage Study Q4 2009
Segments as Personalization
•Having a segment used in the subject line has
generated an increase in open rates of 42%
• Enterprise IT Security Whitepaper
• Government IT Industry Report
• For CFO’s Only – Exclusive Summit
• Q4 Retail Report – Offer Ends Today
Source: Worldata Email Usage Study Q4 2009
Date in Subject Line
•Having a date or specific time period in the subject
line has generated an increase in open rates of 39%
• Offer Ends Friday
• 2 Days Left
• Offer expires today
• Offer ends October 22
Source: Worldata Email Usage Study Q4 2009
Segmentation
• How Can I Segment Beyond Title, Job Function and Industry?
Omit Domains: Hotmail, Yahoo, AOL, etc
Setup a remail to ‘clicks’ or ‘opens’ only
Target by ‘role change’ or ‘up the corporate ladder’ selects
Call AFTER Click– BEST PERFORMING TEST
Source: Worldata Email Usage Study Q4 2009
Follow up email
Critical to drive overall response rates up
Source: Worldata Email Usage Study Q4 2009
What Happens After The Click?
You must go through and register yourself.
Is the process simple?
Clear your cache and cookie file prior to testing
so you can see what everyone else will see.
Source: Worldata Email Usage Study Q4 2009
Commit to making at least one change in each campaign
I need to change my from name.
I need to change my subject line.
I need to change specific words in my copy.
I need to decrease content and simplify.
I need to increase clickable areas or clicks.
I need to highlight actionable items more.
I need to change my offer.
Every Campaign is the Chance To Improve
Date in Subject Line
• Having a date or specific time period in
the subject line has generated an
increase in open rates of 38%
• Offer Ends Friday
• 2 Days Left
• Offer expires today
• Offer ends October 22
Source: Worldata Email Usage Study Q4 2009
Oh, one more thing on your
way out…
• Top Reasons For Unsubscribing:
•38% - Frequency of Emails •23% - Lack of relevance•12% - Didn’t know they were subscribed•27% - Other
Why they leave is as important as why they join
Source: Worldata Email Usage Study Q4 2009
• Last Chance Option Results:
8% of ‘Option Receivers’ elect NOT to
remove themselves when asked
Source: Worldata Email Usage Study Q4 2009
Are ‘Social’ people good
targets for email?
How does a heavy social media user translate to email?
Individuals who use Facebook or Twitter at least 1x per week are 38% more likely to open a 3rd party email promotion
Individuals who log into LinkedIn at least 1x per week are 37% more likely to open a 3rd
party email promotion
Source: Worldata Email Usage Study Q4 2009
Targeting By Email By Social Interactions
Microsoft Office 2010 –the Outlook Social Connector
Example: You can email LinkedIn connections directly from your inbox
KEY TARGETING:◦ Market to those business
contacts who have a LinkedIn account. This element is becoming more widely available (Twitter Handles also becoming more available as a selectable element).
Source: Worldata Email Usage Study Q4 2009
• Can you grow your business this way?
• Do you have a facebook page? A Twitter account?
• This is your first step…
You Have 5 Days To Respond…
• When someone subscribers, registers or provides email data to you in any other way you have 5 days to send a follow up email acknowledging this event.
• After 5 days your ‘remove rate’ will increase 150%
• After 5 days your ‘lifetime value’ for that individual will drop by over 50%
Source: Worldata Email Usage Study Q4 2009
New Ways to Segment
That Really Works
• How Can I Segment Beyond Title, Job Function and Industry?
• Omit Domains: Hotmail, Yahoo, AOL, etc
• Setup a remail to ‘clicks’ or ‘opens’ only
• Target by ‘role change’ or ‘up the corporate ladder’ selects
• Call AFTER Click– BEST PERFORMING TEST
Applying Traditional Methods Online
Gmail Users Have Higher Credit Scores than Yahoo Mail Users October 18th, 2009
• Does your email address reveal something about your credit score? According to Credit Karma, an online credit checking service, it might.
• The company has taken data from its users and split it up by email address, finding that Yahoo Mail users have the lowest credit scores of all. Bellsouth and Comcast users have the highest credit ratings, while Gmail users rank third. MSN, Hotmail and AOL users take 4th, 5th and 6th position respectively.
What day is it?
What time is it?
Does it matter?
Never send an email out after 4pm EST
Allow at least two weeks out from event date
Final reminder emails should be sent 2-3 days prior to event
Test Mondays if you have avoided them in the past
Test 8am campaign deployment
Day, Time, and Other Key Areas to Consider
Mobile Marketing
Who is Mobile Marketing Working for?– MMS: Multimedia Message Service
• MMS mobile marketing can contain a timed
slideshow of images, text, audio and video
• Nearly all new phones produced with a color
screen are capable of sending and receiving
standard MMS message, with the notable
exception of the iPhone.
– SMS: (Short Message Service): Basic Text
Messages. SMS has become the most popular
branch of the Mobile Marketing industry with
several 100 million advertising SMS sent out every
month in Europe alone
– Location Based Services (LBS) are offered by
some cell phone networks as a way to send
custom advertising and other information to cell-
phone subscribers based on their current location.
Explicit Opt-In is a ‘MUST’. Be very wary of any list
provider who says they have an ‘Opt-In’ list of mobile
contacts.
Have you ever opt-in to mobile solicitations?
Quick Email Tips
Which Subject Line Will Work The Best?
Select 10% of the file you plan on mailing and divide that audience into 2 groups.
– Have each group receive different subject lines. Wait 24-hours for Open and Click data and roll-out with top performer.
Offers That Work
Offers That Work – B2C Campaigns
Top 4 Offers Targeting New and Existing
Customers via Email: Q4 2009
• Free Shipping
• Invite Only Events
• Discount off next purchase
• Gift with purchase
Worldata Research Summary 2009
Source: Worldata Email Usage Study Q4 2009
Source: Worldata Email Usage Study Q4 2009
Offers That Work – B2B Campaigns
Top 4 Offers Targeting New and Existing
Customers via Email: Q4 2009
• Whitepaper (Not as strong as previous qtrs)
• 3rd Party Content Report
•(fastest growing in terms of response rates)
• Product Discount
• Web Based event
• (physical events dropped significantly in last 3 qtrs)
Top 3 Links Clicked:
• Product / Click Here 28%
• Logo / Brand 16%
• Format Issue Link 12%
Source: Worldata Email Usage Study 2009
Reporting During Registration Process
Source: Fresh Address
2%2%
4%5%5%
3%4%
14%
12%
23%
26%27%
23%
26%
0%
5%
10%
15%
20%
25%
30%
35%
Mo
nd
ay
Tu
es
da
y
We
dn
es
da
y
Th
urs
da
y
Fri
da
y
Sa
turd
ay
Su
nd
ay
Reads
Clic k s
Source: Worldata Email Grouping Study 2009
Increase of
42% since
2006
Day of the Week
Source: Worldata Email Grouping Study 2009
15%
22%
25%
30%
28%
26%26%26%
30%
27%27%
24%23%
20%
3%
6%
4%5%5%5%4%4%
5%5%5%4%3%
2%
0%
5%
10%
15%
20%
25%
30%
35%
6:0
0 A
M
7:0
0 A
M
8:0
0 A
M
9:0
0 A
M
10
:00
AM
11
:00
AM
12
:00
PM
1:0
0 P
M
2:0
0 P
M
3:0
0 P
M
4:0
0 P
M
5:0
0 P
M
6:0
0 P
M
7:0
0 P
M
Reads
Clic k s
Campaigns take 48 hrs to be
delivered under normal
circumstances. Time of day is not
a critical component.Time of the Day
Great Free Stuff!
Quantcast.com
Researching Your Target Audience
Where Do You Find This Data About Your Audience?
Quantcast.com - Look up the sites with the greatest traffic in your niche on Quantcast. This will tell you a TON about your audience, including:
• Age
• Sex
• Ethnicity
• Income
• Education Level
• Kids/No Kids
• Passers-by, Regulars, Addicts
• What other sites do they visit?
• What keywords are they searching for?
• What other sites have similar audiences?
Compete.com
Browsershots.org
Popuri.us
Email Evolution Conference 2010
What’s Working Now in Direct
Marketing
Jay Schwedelson
[email protected] – For Slides and our Q1
Email Pricing Whitepaper