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Email Marketing Trends, Tactics and Opportunities for Search Marketers Loren McDonaldMarketing Evangelist@[email protected]
Email marketing at
a search conference?
Yes Vince, there is life
beyond Google …
5
Agenda
Trends / Concept
s
Search & Social
Ideas Q & ADiscussi
on
Trend 1Email Still
Rocks@LorenMcDonald
KitchenAid Opt-in
7
8
7 in 10 consumers have made purchases influenced by email marketing
9
All age groups prefer brands to communicate via email- 55-64 & 65+ also like direct mail
10
Email conversion rates are 3 times higher than social media, with a 17% higher value in the conversion.
(Source: McKinsey & Company)
Trend 2Mobile
@LorenMcDonald
Smartphones are starting to close the “browse-to-buy” gap
2.3 times higher than tablet rate
68% of tablet rate vs 43% in
2013
Smartphones closing the gap- 2014
33% of tablet rate vs 28% in
2013
Phablets likely contribute to smartphone increases
Source: Xperia-z.net
Source: Litmus, Jan 2015
53% of emails now
opened on mobile devices
“Eliminating friction is more important than engagement.”Ryan Barley, Director of Mobile-Staples
Responsive Design =
An opportunity to completely rethink your
email templates.
Trend 3Making Data
Actionable
@LorenMcDonald
To know a person … watch what they do, not what they say.
Danny Santagato
Off-lineBehavio
r
Custom Behavior
EmailBehavio
r
Web Behavior
Video Behavior Behaviors signal
your customeris movingforward
Behavioral data enables you to
focus on what the
customer wants to buy,
not just what
you want to sell.
Vital: Making key customer data actionable
Customer Interactio
ns
Mobile
Events
Twitter Devices+
CommunitiesLocation
Retail
Blogs
SMS
SMS Call Center
Push Wearables
Tal:
Trend 4Automati
on Enables Scale
@LorenMcDonald
Broadcast email works well …
Every time an email goes ka-ching an retail marketer gets her wings!
Every time an email dings, an email marketer gets her wings!
But a batch and blast approach is
a “hope” strategy.
So you have to ask yourself …
@LorenMcDonald
Do I feel
lucky?
Well do ya,
marketers?
Traditional Marketing Behavioral MarketingIt’s all about “the plan”:
Filling up the Calendar
It’s all about the customer:
Acting like a great Concierge
4 per week 50 per day
"To me, photography is the simultaneous recognition, in a
fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its
proper expression.”
Henri Cartier-Bresson
The Decisive Moment
WHIRLPOOL CORPORATION ▪ CONFIDENTIAL
Automation gives you
scale
88%
12%VolumeBroadcastAutomated
70%
30%
RevenueBroadcastAutomated
Low volume, high ROI
Automated Emails4 years ago = 2% volume / 1% revenue
Today Volume = 6X; Revenue = 30X
Agenda
Trends / Concept
s
Search & Social
Ideas Q & ADiscussi
on
@LorenMcDonald
Email BehaviorsOpens, Clicks, Sent or not sent, in any given time window.
Web Analytics IntegrationWA data feed – search, shopping cart, page level
Relational DataEcommerce, In Store
Social FeedMention, Follow, RT in given time window
Silverpop Native Web FeedSite visits, page visits, Custom web behaviors
Dynamic email campaigns based on keywords
Dynamic Offer
Campaign 1
Campaign 2
Offer A
Offer B
Dynamic Source
Website
Web Tracking
captures the source
Forms manage the offer/campai
gn
9 product segments
Emails triggered 24 hours later
Site search + no purchase
triggers
Sample archery
search email
- 2.75 - 4% conv. rate - 53% open rate - 18% CTR- 7.5 orders / 1,000 emails delivered
Idea:Include search
keywords in lead scoring
Use keyword search
results to drive email
content
Use keyword search
results to drive email
content
Use keyword search
results to drive email
content
Paste it in Facebook – Canvas App
Twitter Promoted Tweets + Lead Generation Cards
Keyword targeting, such as: - Arby’s- Coupons- Roast beef- sandwich
Source: Twitter
45
Customer Audiences:Retarget Email Customers on Facebook
• Holiday card• Facebook album: 150+ photos added
#DMU15
In closing …
Hope I’ve inspired you with a few ideas …
What opportunites exist for you to integrate email and search / social?
