Date post: | 02-Aug-2015 |
Category: |
Presentations & Public Speaking |
Upload: | performance-marketing-insights |
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www.Matomy.com | @MatomyGroup
THE ULTIMATE GUIDE TO EMAIL ACQUISITION MARKETING
Daryl ColwellSVP, Matomy Media Group
Performance Marketing Insights EuropeBerlin
24 June 2015
www.Matomy.com | @MatomyGroup
• State of email acquisition marketing
• Domain challenges – AOL, Yahoo, Hotmail
• Pros and Cons: CPM vs. CPA email
• How to manage your email marketing
program
• Q&A
AGENDA
www.Matomy.com | @MatomyGroup
2007
LAUNCHED
430
EMPLOYEES
12
OFFICES
26,000
MEDIA PARTNERS
5,000
CUSTOMERS
• Manage North American
performance marketing
business for Matomy
• 15 years in digital
• Forged partnerships with
several blue-chip
international advertisers
ABOUT ME ABOUT MATOMY
www.Matomy.com | @MatomyGroup
‘WILD WEST’ DAYS OF EMAIL ARE OVER;EMAIL ACQUISITION MARKETING IS NOW A PROFESSIONAL BUSINESS
STATE OF THE INDUSTRY
• Massive shakeup across email industry over past 12-24 months• Many mailers have gone out of business
• Data integrity & quality is paramount • The past: Solely priced on a performance basis• The present: Command CPM dollars from same
email drop• The future: CPM email must be a consideration
for every advertiser
www.Matomy.com | @MatomyGroup
DOMAIN CHALLENGES2015
1
4
AOL is a slow burn 2
5
3
6Many mailers have gone out of business
Hotmail is now a challenge in Europe
Less supply but demand is growing
Yahoo is always tricky; Gmail is a Unicorn
Don’t expect domain challenges to ease up in 2015
www.Matomy.com | @MatomyGroup
• Advertisers: CPM email must be a part of your email marketing mix
• Guaranteed drop date• Works great for time-sensitive
verticals • Reach specific demographics• Need a very good marketing
partner to make it all work
CPM EMAIL: PROS
www.Matomy.com | @MatomyGroup
• Can be more expensive than CPA email acquisition campaigns• Advertiser has to take upfront risk
• More upfront work required• Shop around and get multiple references
for CPM mailers • Do the math and see if a small test makes
sense to determine if a larger-scale campaign will be profitable
• Scheduling challenges around major holidays
CPM EMAIL: CONS
www.Matomy.com | @MatomyGroup
• Buying email on CPA basis often ensures ROI-positive campaign• Less risk than CPM email buys — paying for
each lead (and each potential customer) much further down marketing funnel
• Perfect for certain verticals• Dating email acquisition campaigns
perform best on weekends when mailers are often not able to sell a CPM
• Mailers can meet and/or exceed average weekday eCPM by mailing dating offers on weekends
CPA EMAIL: PROS
www.Matomy.com | @MatomyGroup
• Not guaranteed a specific drop date• Campaign can get trumped by a CPM or even CPC email
buy, which is preferred my many mailers• Upfront resistance by mailers to test new CPA
campaigns• The reality: Mailers demanding upfront payments;
affiliates have the power
• Require perfect lead flow, creative and landing page• Optimization is key to backing out to desired eCPM• Mailing a good offer with a bad landing page or email
creative will waste a lot of $$$ — and piss off your mailer
• Advertiser with poor lead follow up can lose tons of money effectively buying useless leads
CPA EMAIL: CONS
www.Matomy.com | @MatomyGroup
• Consolidate marketing partner(s)
• Work with few to minimize pitfalls –
creative, suppression file, list duplication
• Ensure partners can also drive scale
• Remove under-performing partners/lists
• Shift budget towards performing
partners/lists
MAKING IT WORK
www.Matomy.com | @MatomyGroup
• Mix it up – Include both CPM & CPL in your
buys
• Be Flexible
• Certain partners on a CPM, Certain partners
on a CPL
• Within partners, Premium – CPL, Run of Mill –
CPL
• Don’t get Sticker Shock – Test, Test, Test.
MAKING IT WORK
www.Matomy.com | @MatomyGroup
• Proactively manage your sources
• Understand their data
• Get 3rd-party opinions
• Regular weekly check-ins
• Listen to your affiliates
• Timely/Seasonal creative
MAKING IT WORK
www.Matomy.com | @MatomyGroup
• Mobile Optimized Creative
• As many as 80% of recipients are
opening via mobile
• Offer a clean simple design properly
formatted
• Add click-to-call functionality
MAKING IT WORK
www.Matomy.com | @MatomyGroup
• Compliance Monitoring
• Partner with a compliance monitoring
company to make sure traffic is watched
24/7 (LashBack, Omniangle, Performline)
• Draft partnership agreements with an eye on
the worst case scenario.
• Make sure your marketing partner has a
Compliance team looking out for your best
interests
MAKING IT WORK
www.Matomy.com | @MatomyGroup
Master template for Presentations
1
Master template for Presentations
1
MOBILE-FIRST
SIMPLE CLEAN DESIGN ADD CLICK-TO-CALL
Bad Example:• Potential spam words are all in text format• Too much content with no real hierarchy• Design is not engaging• Both CTAs are below the fold and do not stand out• No CAN SPAM-compliant footer
www.Matomy.com | @MatomyGroup
Good Example:• Potential spam words are in image format• Text header in case images don’t load• Creative dimensions have CTA above the fold• CTA stands out – contrasting color aggressive text• CAN SPAM-compliant footer
www.Matomy.com | @MatomyGroup
CLIENT EXAMPLE: UK FINANCE
VERSION 1 (Client) VERSION 2 (Matomy) VERSION 3 (Optimized)
www.Matomy.com | @MatomyGroup
SVP, Sales & Business Development
[email protected] | +1 646 442 5513
DARYL COLWELL
www.Matomy.com | @MatomyGroup