Download - BlueHornet EEC2012 Friday Keynote Address

Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000






Which of the following statements about email marketing do you agree with?

Source: Forresters NACTAS Q3 2006 Media & Marketing Online SurveySource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008

Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)

To what extent do you trust each of the following types of advertising/promotions?

Source: North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US)Base: US Online Adults

Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for

email

• Incorporate preference centers into your welcome process

• Gather relevant information and test the amount

• 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”



Which of the following statements about email marketing do you agree with?

Source: Forresters NACTAS Q3 2006 Media & Marketing Online SurveySource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008

Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)

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

• Price and Discounts are the top reasons for purchase from email (Free Shipping is a close third)

• Cadence should be rooted in relevant content to the consumer at each phase of development

• Don’t bombard the consumer





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


Most email marketing programs fail

Source: Forrester’s The Best And Worst Of Email Marketing, Q4 2010Base: 64 marketing emails

Relevance and Frequency continue to be the primary reasons for Unsubscribe

• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe

• An overloaded inbox is the third most popular reason why someone would unsubscribe at 22%

• 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


15% of consumers would always change their mind from unsubscribing if given options

• 40% of consumers might stay on your list if given options – implement an opt-down program

• Offer choices of cadence and subscription in an opt-down program

• Implement Win-Back Programs to engage the customer and renew the trust

• Ask a survey of those that are going to subscribe

• 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

• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe

• 40% of consumers might stay on your list if given options – implement an opt-down program