Date post: | 12-Nov-2014 |
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Education |
Upload: | bluehornet |
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Helping b2b and b2c companies maximize their use of email, social and mobile strategies to increase revenue and extend customer lifetime value.
Ryan PhelanVice President, Strategic ServicesBlueHornet
@ryanpphelan
Thinkpast keynotespast conferencesyour programyour goalsyour challengesyour customer
1,000 CONSUMERS
• U.S. Based Consumers• 77% own a smartphone• Selected ages between 18 and 45• 79% were employed• Diverse ethnic mix• 77% earned $35,000+• 35% live in urban area; 65% in
suburb
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
• See the results of our survey
• Listen to what consumers really think about email
• Learn from Ryan on actionable strategies
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for
• Incorporate preference centers into your welcome process
• Don’t take advantage of the trust
• Test pricing and discount strategies in your emails
• Test calls to action between “Learn More” and “Buy Now”
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
75% of consumers expect to receive a welcome email
• Make sure that you have a welcome email sent instantly after registration
• During registration, test asking what they want out of the relationship
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t bombard the consumer
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
69% of consumers delete emails that don’t look good on a mobile device
• Don’t be lazy marketers, optimize your emails for mobile devices
• Use effective subject lines and pre-header text to assist in the “triage”
• Use segmentation to group mobile users from desktop users and track performance
• Over half of respondents triage email
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Relevance and Frequency continue to be the primary reasons for Unsubscribe
• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• Think strategically first, tactically second about your email program
• Make sure your emails provide value
• Use segmentation to send engaged groups emails – utilize Win-Back Programs
• Think strategically first, tactically second about your email program
• Make sure that you have a welcome email sent instantly after registration
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t be lazy marketers - optimize your emails for mobile devices
There are real people getting your emails – don’t forget that