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2010 Email MarketingBootcamp & Certification
InstructorsNicholas Einstein Director of Strategic Services, Datran [email protected]#datranmedia#nick’s
Aaron SmithDirector of Professional Services, Smith-Harmon, a Responsys [email protected] #smithharmon#aaron
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Bootcamp Agenda
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Bootcamp Agenda
• Noon-1:00pm Lunch – Winners and Losers Presentation
• 1:00-1:30pm Open Q&A
• 1:30pm – 2:00 pm Special Guest Presentation!
• 2:00 – 2:30pm Break
• 2:30pm - 3:15 pm Assignment – Take this brand goal and requirements doc and design an effective strategy
• 3:15-4:15pm Strategy Presentations
• 4:30-5:00pm Certification Test
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Introduction &
State of the Union8:15-9:00am
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9 Reasons Email is Dead!
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The End of an Era!
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The Death of Email!
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Email is Dead!
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Email is Dead!
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Email is Dead!
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Introduction & State of the Union
Hold your Horses!
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Introduction & State of the Union
The Death of Email has Been Greatly
Exaggerated!!!
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Introduction and State of the Union
• 2009 and 2010 have been the best years for email marketing ever— Economy down— Consumers online, seeking discounts if shopping at all— Ad spending across other channels plummets— Insiders know social and mobile are complements NOT replacements to
email.
• Consumers online, seeking ROI for email was $43.52 for every dollar spent on it*
• Email - Mainstream comm channel for 90% of US individuals online
• # active email users 153MM in 2014 (this seems low?)
• To sign up for Facebook, Twitter, etc. one NEEDS email – social reinforces email
• Email replacing paper communication – ie: direct mail, statements
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Catch all
• Creative: (World data)• Text Based Links vs. Image Based Links • --74% of all emails sent will have images blocked by default.• 66% of consumer• 82% B2B• What Does this Mean For You?
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Introduction and State of the Union
CAGR of 4% through 2014
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Email is the Best Way to Get the Daily Deal
…and, surprise….It integrates with social!
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Email Newsletters Remain Coveted Loyalty Drivers
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Introduction and State of the Union
• The challenge you face as marketers Differentiating Integrating Succeeding
• Consider this…. Consumers will receive 9000+ marketing messages annually by 2014 that’s 25 a day!
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Start at the BeginningUnderstanding Your Goals and
Aligning them with Strategy9:00-10:00am
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Start at the Beginning
Raise Your Hand if….
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Start at the Beginning
Use Email to…
Acquire!
Retain!
Transact!
All of the Above!!!
Engage
Reach
Reactivate
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Start at the Beginning – Aligning Your Goals with Your Strategy
• You Need a Framework
ACQUIRE CONVERT GROW RETAIN REACTIVATE
What marketing programs will help you capture new email addresses?
What marketing programs will help you convert prospects to customer?
What marketing programs will help you grow customer value?
What marketing programs will help you ensure customer loyalty?
What marketing programs will help you win back lost customers?
SUSPECT PROSPECT CUSTOMER ACTIVE CUSTOMER
RECAPTURED CUSTOMER
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• Now ask yourself…1. What is the main goal of our emarketing programs?
2. How do we measure success (i.e. how will your success be meausured?)
3. How do I get started?
4. What should I test?
Start at the Beginning – Aligning Your Goals with Your Strategy
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Start at the Beginning
1. What is the Main Goal?
Acqure!
Retain!
Transact!
All of the Above!!!
Engage
Reach
Reactivate
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Start at the Beginning
Great Goal!
Email reactivation or “win-back” campaigns that integrate email, analytics and e-
commerce data can result in conversion increases of more than 100%.*
*Forrester Research
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Start at the Beginning
2. How Do We Measure Success?
conversions
clicks
share of wallet
all of the above!!!
revenue
increase buzz
increase referral rates
decreases attrition
customer engagement
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Start at the Beginning
2. How Do We Measure SuccessAudit email channel performance
• Holistic review of what you are sending, including transactiona;
• Trend analysis will guide you in identifying priorities
•Use best assumptions when all data is not available
Benchmarks for all programs and segments
• Best benchmark is past performance
•Industry benchmarks are directionally helpful, but beware of pitfalls
•Be aware of seasonality (minimum 12 month timeframe)
Define your success measures before launch
• Make sure you can access results (and you have data to measure baseline
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Start at the Beginning
2. How Do We Measure Success
Measure of success getting messages to your audience
Measure of subscriber interaction with campaign
Measure of financial impact
Bounce Rate
Spam Complaint Rate
Inbox Delivery Rate
Open Rate Revenue
Click-Through Rate Conversion Rate
Click-to-Open Rate Average Order Value
Unsubscribe Rate Revenue Per Email
bounces/emails sent
spam complaints/emails delivered
emails that reach the inbox
opens/emails delivered
total clicks/emails delivered
total clicks/total opens
unsubscribes/emails delivered
revenue per campaign
orders/visits
revenue/bookings
rRevenue/emails delivered
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Start at the Beginning
3. How Do I Get Started1. Begin with specific core business objectives2. Every email initiative should map back3. Newsletters, promotional, transactional,
eCRM, advertising, etc.4. Email programs are as unique as
brands/companies; no cookie cutter approaches
5. All success metrics should map back Must be easily quantifiable – “you get what
you measure” Move beyond basic KPI’s
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Start at the Beginning
3. How Do I Get Started1. Begin with specific core business objectives2. Every email initiative should map back3. Newsletters, promotional, transactional,
eCRM, advertising, etc.4. Email programs are as unique as
brands/companies; no cookie cutter approaches
5. All success metrics should map back Must be easily quantifiable – “you get what
you measure” Move beyond basic KPI’s
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Start at the Beginning
3. How Do I Get Started
6. Build Forecasts & Budget Can’t invest $1 to make $43.52, List
growth/scale requires resources – email isn’t cheap
7. Quantify ROI
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Start at the Beginning
3. How Do I Get StartedAssess Common Obstacles1. Technical Limits
• Strained IT resources• Few intregrations• Lack of data• No analysts available for modeling
2. What data can you access today?• Subscription date• Last open, click, coversion• Top content on sites• Purchase behavior• Engagement• Other?
3. API Requirements• Data transfer frequency• Complexity
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Start at the Beginning
4. What Should I Test?Easy
• Subject lines
• Call-to-action
• Other
•Graphics and buttons
• Navigation/footer links
• Recovery content and navigation
Medium
• Personalization
• Basic segmentation
• Creative and template design
• Secondary content modules
Difficult
• Advanced segmentation
• Timing and cadence
• Tiered or progressive lifecycle programs
• One welcome email vs four welcome emails over a month with an offer
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From Strategy to Execution10:00-12:00pm
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Audience Recruitment, Development, Growth and Cultivation
Value
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Campaigns – A Full Lifecyle Approach
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Best Practices - Segmentation
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Best Practices - Messaging
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Best Practices - Creative
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Best Practices - Optimization
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Best Practices - Deliverability
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Deliverability
Compliance is NOT Enough
• CAN-SPAM is a low barrier attempt to prevent consumer abuse
• Compliance has very little to do with deliverability
• However, non-compliance can still present serious legal repercussions
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Deliverability
Email Delivery is Technically Simple
• It is the Simple Mail Transfer Protocol (SMTP)
• Barriers and Filters are used to enhance the consumer experience
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Deliverability
Authentication – DK & DKIM | SPF & SIDF
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Deliverability
Spammers are Still Crafty• Spammers have an arsenal
of tools at their disposal to increase deliverability:
– Mailbox providers identify spammers by the use of these tools
– Using the same tools/techniques may cause you to be misidentified as a spammer
– Transparency is the key to ensuring you are not misidentified
– If you have difficulty getting mail delivered, reach out to mailbox providers
He may look harmless, but spam accounts for 14.5 billion messages
globally per day. In other words, spam makes up 45% of all emails.
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Deliverability
Three Keys To Penetrating the Inbox
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Acquisition Email
Welcome Email
Up-Sell Email
Transactional Email
Newsletter Email
Reactivation Email
Third Party Email
Examples of Relevance
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Frequency
At sign-up, immediately contact consumer to establish
the email relationship.
Let the consumer sample the email experience and ensure that it closely resembles the
sign-up page.
Continue to mail at the frequency specified at the
time of sign-up and request permission before increasing
or decreasing frequency.
Remember that your need to meet revenue goals are not grounds
to violate what you promised the consumer.
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Value
• Make sure the email is welcome
• Provide coupons/discounts
• Provide exclusive content
• Aggregate relevant content from multiple sources
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© 2010. All rights reserved. Online Trust Alliance (OTA) Slide 50
Offer Consumers Control 70% of Internet users expressed interest in using a solution that would give them control over the exposure to targeted ads and transparency into the data used by advertisers.* - Consumer Perspectives On Online Advertising, 2010, PreferenceCentral
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• Offer consumers the right to provide preferences
• Respect those preferences
• Build on intelligence to give smarter offers
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Best Practices – Measurement & Reporting
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Measurement & Reporting
– Open Rate (unique or total)
– Click-through Rate (click to delivered or click to open)
– Conversions
– Revenue per sub
– Click to conversion rate
– Profit margin per mailing
– Unsubscribe rate
– Unsubscribe rate
– Complaint rate
– Forward rate
– Share-to-social rate
– Opt-in rate
– Value per address
– Churn rate
– Seeded delivery rate
– Bounce rate
– …and much more…
One of the beautiful things about good email programs is the volume of rich, [often]actionable data they can generate.
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Measurement & Reporting
• Must determine how effective each aspect of the program is – opens, clicks, etc.
• But key is determining how effective the program is at achieving core business objectives– Opens, clicks, unsubscribes are not reflected
on the bottom line!
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• Example anonymous dashboard– Sony, BTF, C&D?
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Measurement & Reporting
• Must have: solid email KPIs (opens, clicks, unsubs, complaints, conversions)
• Very nice to have: web analytics integration (site metrics by campaign, deep conversion metrics, funnel analysis)
• Cool and new: multi-attribution tracking
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Best Practices – Leveraging Data
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Leveraging Data
What to do with all those data?• Build an executive dashboard [or two]
– Keep them relevant– Automate reports to update– Syndicate to stakeholders at appropriate cadence
• Use it for segmentation!!– Data drives, you ride shotgun & navigate
• Target clickers, openers, purchasers, clickers on specific links, or suppress them.
• Optimize – set goals and exceed them– ID specific metrics, isolate variables to test, hold out
control groups, and quantify the impact of changes
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Leveraging Data
Ways to get more:
• Ask for it– On opt-in pages – Through surveys– At virtually every customer touch point
• Buying it – Geodemographic – Other address (email, mailing)– And virtually anything else…
• Generating it– Audience measurement– Response data– Web data
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Leveraging Data
• Get the Data
• Understand the Data
• Make the Data Actionable
• Use the Data
• Rinse & Repeat
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Email Winners and Losers Lunch Presentation
Noon-1:00pm
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Relevant Message Sent to Relevant Customer
•Storage•Security•Scalable
•Ease of use•Actionable •Flexible
•Automate•Throughput•Deliverability
• Inform •Enhance •Customize
Seamless Email Marketing Mechanics
DATA
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Goals & Strategy
• Marshall appropriate resources– ESP
• Licensed, hosted, dedicated IP, vertical specialty, APIs, full/self service– Creative
• Designing for email is a specialized skill• Copy• Coding
– Technical• Integration• Hosting• Analytics• MVT• Data
– Business/Marketing• Analysis• Modeling• Cross-channel integration
• Articulate Email Strategy Statement– Craft a strategy statement that articulates how you plan on using email to achieve
core business objectives• Ensure all ongoing efforts support it
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Mastering Metrics
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Checklists/Assignments
• Welcome Message Checklist
• Landing Page Checklist
• A/B Testing Checklist
• Email Program Review
• Email Design
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Thank You for Joining Us!
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Contact Ali Swerdlow with any questions: [email protected]