Email Marketing Essentials
Joel BookPrincipal, Marketing Research & Education Group
@joelbook / #ExactTarget
Basics and Best Practices for Planning and Managing Effective Email Communications Programs
Email Marketing has shifted from a one-waybroadcast to a data-driven one-to-one dialogue.
One Size Fits All
Precision Dialogue has Replaced Mass Messaging
US Email Marketing Spending: $2.4B by 2016
• Aids the Buying Process• Keeps Customers Engaged• Accelerates Customer Service
How Online Consumers Begin Their Day
58% of Online Consumers Begin the Day With Email.
Full report available at www.exacttarget.com/sff
Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research
“E-Mail Marketing Comes of Age.”
75% of social media users say email is the best way for companies to communicate with them.
MarketingSherpa, 2010
EMAIL DOMINATES SMARTPHONE USE
Email Marketing InnovatorsReal Marketers Real Solutions
Real Results
Belk Uses Email+Mobile Updates to Promote Special In-Store Events and Sales
Belk Newspaper Insert Belk Customer Email
Belk Facebook Page
Webinar Invite Product News
Customer Newsletter
Product Launch
Event Invitation
Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy
Hitachi Data Systems uses email to:• Nurture leads; Keep existing customers connected to HDS• Support relationship management efforts of HDS field sales managers• Deliver relevant content to IT professionals in 30 regions and in 18 languages
Joel,
DonorsChoose.org Used Email to Drive Donations of $500K
for Joplin Classrooms
Irving Elementary SchoolJoplin, MOMay 22, 2011
• Email Marketing Strategy• Email Subscriber Acquisition• Email Content Personalization• Email Design• Testing & Measurement• Deliverability
Email Marketing Essentials
Email Marketing Essentials
• Published September, 2010• Findings based on surveys with 1,115
email marketing professionals• Top email marketing challenges for
2011 • Special sections on email tactics, list
growth, relevancy, deliverability, and metrics
• Testing and optimization methods for 2011 and much more
New Research and Insights for Accelerating Email Performance
The 2011 Email Marketing Benchmark Report
http://www.sherpastore.com/2011EmailMarketingBMR1.html
Email Marketing Strategy
Email Marketing Essentials
Email Marketing Essentials
Most Effective Ways to Use EmailMarketing• Aid the purchase decision-making of prospective customers. Provide
relevant content that informs and persuades.• Retain existing customers. Deliver information that reinforces the brand
relationship.• Fuel Word-of-Mouth! Invite subscribers to “share” email with work
colleagues and friendsSales• Nurture leads; Provide information that aids purchase decision• Drive repeat purchase or renewal• Deliver offers triggered by customer behavior or customer insight
Service• Keep customers informed of product updates and special offers• Invite customers to attend special events• Use email to respond to inquiries, questions and problems
The Customer Life Cycle
Brand Loyalty
Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected and informed.
Business Getting Business Keeping
Product Inquiry
Product Evaluation
Product Purchase
Product Usage
Repurchase/Renewal
Life Cycle Email Campaigns are Most Effective
Marketing Goal
Email Program
Life CycleStage
Attract Engage Convert Serve
• Send Welcome Email; Thank customer for subscribing
• Provide link to Preference Center; Invite customer to identify product needs and interests
• Provide information and links to website content to aid purchase decision
• Send invitations to webinars and live events
• Invite product demonstration or trial
• Provide links to endorsements and videos from satisfied customers
• Reinforce the value they will receive from becoming a customer
• Thank customer for purchase; Promote related products/services
• Invite feedback and reviews
• Send product news and service updates
• Send triggered alerts re product usage / service reminders
• Provide links to product-related resources on website
Reward
• Invite customer to join user group on website
• Provide incentive to renew or repurchase
• Send purchase-triggered cross-sell /upsell offer
Product Awareness
Product Evaluation
Product Purchase
ProductUsage
Repurchase/Renewal
BrandLoyalty
Retain
• Ask for referral to friend or colleague
• Invite customer to contribute content for blog or newsletter
• Reward customer for loyalty.
The Customer Life Cycle
Life Cycle Email Campaigns are Most Effective
Framework for Planning End-User Email Programs
Contact Type(User / Non-User)
When
Where
How
Why
What Offer or Information
Timing / Trigger
Interest or Need(Declared / Inferred)
Landing Page for Conversion
Metrics for Measurement
Product Awareness
Product Evaluation
Product Purchase
Product Usage
Repurchase/Renewal
Brand Loyalty
Email Programs
Email Programs
Email Programs
Email Programs
Email Programs
Email Programs
Who
The Customer Life Cycle
Email Content Personalization
Email Marketing Essentials
Email Marketing Essentials
Content Personalization Methods
Real-Time TriggeredBehavior DrivenPersona DrivenProfile DrivenBlast Driven
1.1%Conversion Rate
2.8%Conversion Rate
3.9%Conversion Rate
>10%Conversion Rate
Relevance and Timing are Keys to Email Effectiveness
Triggered Email Communications Produce 10X Better Conversion than “Batch ‘n Blast Email
Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”
Effective Email Marketing is Data & Technology Enabled
Data Acquisition / Lead Scoring
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Products Purchased
CustomerDemographics
Customers & Prospects
Database Management
Segmentation and Program Planning
ProspectiveCustomers
Iden
tify
Customers with Specific Needs
Offer
InformationSele
ct
Timing
Channels
Det
erm
ine
Offline
Online
Offline
Marketing Program Development and Execution
Prog
ram
Dev
elop
men
t
Con
tent
Per
sona
lizat
ion
Segment A• Offer/ Message• Tactic• Timing
Segment C• Offer/ Message• Tactic• Timing
Segment B
• Offer/ Message• Tactic• Timing
Land
ing
Page
/ M
icro
site
Prog
ram
Per
form
ance
Mea
sure
men
t
Cross-Channel Marketing
Email Works Best When Teamed with Other Media
Response Tracking/ Reporting
Lawn Care Update Teaches Consumers When and How
to Use Scotts Products to Get Best Results
Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.
What’s New• Regional advice, not just product recos
• More articles, videos, & Scotts products
• Ability to contact Scotts (& picture identifier)
• Calendar function: create your own lawn care plan
• Share on your social networks
• Supply List
• Synchs with Scotts.com registration
• Links to coupons & offers
• Content from ATG is pushed via API to synch local advice on the app, bringing the customized lawn advice to consumer’s mobile devices.
What’s Coming• Ability to measure your lawn size with GPS• Social badging based on activities• Gaming
My Scotts Lawn App 2.0
Websense Uses Email to Promote its Webinars
Example: Websense Pre and Post Webinar Communication
How Email Automation is used:• Prospects are invited to attend a webinar• Webinar registration is confirmed• Webinar reminder is sent• Post webinar survey is sent to attendees• All prospect activity tracked in CRM
Email Automation Workflow
Volvo Uses Email to Help Dealers Sell New
Construction Equipment
Volvo Uses Email to Help Dealers Sell Used
Construction Equipment
Data cleansing
Confirmation email
Lead report emailed to Field Sales Manager
Microsoft Dynamics CRM enables Field Sales Managers to track lead activity
Information Request (Website)
Example: Volvo Construction Equipment Lead Workflow
Email Subscriber Acquisition
Email Marketing Essentials
Email Marketing Essentials
Attract• Use SEO to attract potential customers to your website• Leverage social media. Invite “Fans, Followers, & Viewers” to Subscribe• Promote email sharing (Your Brand Fans are Your Best Marketers)
Guidelines for Effective Email Subscriber Acquisition
Engage• Design your website/landing page to drive opt-in. Keep it simple.• Give visitors a “reason” to subscribe; Provide an incentive• Show example of the email(s) the subscriber will receive.
Serve• Send Welcome Email to thank the customer for subscribing• Invite subscribers to identify needs, interests, preferences• Ask “Who else could benefit from this information?”
Trade Shows
Sponsored Events
Print Advertising
Direct Mail
Social Networks
Broadcast Advertising
Public Relations
Webinars
Search Engine Marketing
Word of Mouth
Online Advertising
Corporate Blogs
Website
Websites have become the “Hub” of Marketing
Company Websites are Trusted Most by Consumers
Use Search to Attract Subscribers to Your Website
Lead Generation
Online Advertising
Print Advertising
Marketing Events
Acquisition Tactics
Social Networks
Search (Paid and Organic) 87% of commercial website traffic comes from organic search.
Source: Forrester Research
Website Visit
The Customer Life CycleProduct
EvaluationProduct Purchase
Product Usage
Re-Purchase/Renewal
Brand Loyalty
93% of business buyers go online to research products and suppliers.”Source: MarketingSherpa
Example: HP Technology at Work
Articles are personalized to subscriber-defined interests and preferences.
Events are personalized based on location, HP products used or defined interests.
Deals are personalized to HP products purchased or relevant to SMB technology needs.
HP invites subscribers to identify preferences for newsletter content
HP uses SEO to attract SMB technology buyers to its website and invites them to subscribe to Technology at Work
HP explains why these questions are being asked and how information will be used to customize Technology at Work
© 2009 Online Marketing Connect
75% of social media users say email is the best way for companies to communicate with them.
MarketingSherpa, 2010
To Monetize Social Media, Convert Fans & Followers to Email Subscribers
Fans & Followers are Good. Customers are Better.
Conversion Metrics
CROCS CONVERTS 2000+ FACEBOOK FANS TO EMAIL SUBSCRIBERS EACH WEEK
SCOTTS INVITES FACEBOOK FANS TO
BECOME SUBSCRIBERS.( And 50% Convert! )
93% of internet users turn to Email to share content.Source: “Content is the Fuel of the Social Web”
AOL and Nielsen Online, April 2011
DREAMFIELD’S USES EMAIL TO FUEL WORD OF
MOUTH MARKETING
Email Subscribers• Consumers: 454,000+• Healthcare Pros: 40,000+
In 5 years, Dreamfields has grown sales from $5 Million to $25 Million!
Hitachi Attracts Subscribers through Content Sharing
Emails are designed to make it easy for subscribers to share articles, respond to offers and access content on the Hitachi Data Systems’ website.
“Share This”
Subscriber Acquisition
Great ways to build lists• Paid search to drive traffic to a registration form• Incentives – coupons, whitepapers, downloads• Leverage Social Media – Invite subscribers to
“share” email with followers and friends on social networks• Ask for permission – even verbal is better than none• Direct Co-Registration (partner directly with a site – have that
site ask its users if they want to opt-in)
Subscriber Acquisition
Awful ways to build lists• Buying lists, or appending email addresses• Emailing to trade show attendee lists• Emailing to public association lists• Obtaining addresses from websites (harvesting)• Indirect Co-registration (“targeted” lists where the recipient never
was told they’re going to receive email from you specifically)
Email DesignEmail Marketing Essentials
Email Marketing Essentials
Email Design Best Practices
1. Visually Organize for Eye-Tracking2. Design for the Preview Pane3. Optimize for Image Blocking4. Engage with Eye-Catching Design5. Use Graphics to Guide the Eye
Tip #1Visually organize for eye tracking. Use a wireframe.
1. Content Variety
2. Eye-catching words
3. Break up text & bullets
4. Relevant images
5. Hyperlinks
Tip #2 Design for the Preview Pane –The majority of subscribers won’t go beyond this point.Check List:• Header depth• Alt tags • Primary message• Pre-headers• Image Placement
Images On:
Images Off:
Tip #3Don’t ignore image blocking – the majority of subscribers have images blocked by default.
• Alt tags aren’t silver bullets
• Message is hidden behind grey blocks and red “x”s
• A blocked message can’t entice higher opens and clicks.
Tip #4Engage with Eye-Catching Design TechniquesWhy this design works• Logo is in upper left• TOC appears in in upper left
quadrant• Article descriptions are short with
links to full article on website• Shaded backgrounds and color
headers designate content areas• Multiple social sharing options via
Facebook, Twitter, LinkedIn, etc.• Type font and size are easy to read.
Example: B-to-B
Why this design works• Emotional, relevant imagery• Clean, uncluttered graphics• Color backgrounds & borders
for content areas• Buttons, color links to entice
responsive action• Clear call-to-action• Interactive zones invite
engagement: “Suggestions” and “Tell us about Yourself”
Example: B-to-C
Tip #4Engage with Eye-Catching Design Techniques
Tip #5Guide the eye with graphic intention
Performance-driven design guides the eye seamlessly and strategically through the message:• from the preview pane to the opened email
• capturing the eye at desired engagement stops
• landing at the calls-to-action.
Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design.
In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles That Will
Drive Customer Engagement2. Taking Design Beyond Email. 5 Easy Ways to Improve
Conversions Across All Interactive Channels3. Designing for Today. Eight Tips on Designing for
Outlook 2007 and 2010
The Email Design Toolkit
Download at the RESOURCES section of www.exacttarget.com
Landing Page Best Practices
1. Make landing page design, headlines, and content relevant to the email’s offer or call to action.
2. Remove any unnecessary distractions including other ads, promotions, navigation, etc.
3. Make sure the Landing Page has one specific objective. Don’t force the subscriber to make multiple decisions.
4. All content on page should “state” or “support” the value proposition and objective of the landing page (i.e. capture email opt-in, place order, register for event, etc.)
The form is lengthy and asks for 11 different pieces of information to subscribe to a “free” publication.
These extra fields and steps create friction, making it more time consuming and aggravating to complete the offer form.
Landing Page (Before)Objective: Drive Signup for Free Email Newsletter
Problem
The form has been reduced from 11 fields to just 3. The flow of the entire page is shortened, thereby substantially reducing friction and increasing conversion.
If additional fields are needed to gather necessary subscriber data, do this post-conversion in the “Welcome Email.”.
Landing Page (After)
Solution
15.57% Increase In Conversion
Not this But this- 53.28% Decrease In ConversionThe flow of the two
column design on the left required the customer to “go back” toward the top of the page to see the entire offer. This resulted in a 53.28% drop in conversion.
The simple vertical layout produced a 15.57% increase in conversion!
Landing Page Best Practice Example: Layout
Make sure the email creative and landing page creative are consistent. If they don’t conversion will suffer.
Landing PageEmail
Landing Page Best Practice Example: Creative Continuity
Testing and Measurement
Email Marketing Essentials
Email Marketing Essentials
NOTE:Insights gained from testing may be applied to ALL Marketing Channels: (TV, Radio, Print, Tradeshows, Websites, Email, Social & Search)
1. Subject Lines2. Sender Lines3. Personalization4. List Segmentation5. Greeting Text—Content6. Greeting Text—Style7. Body Text—Content8. Body Text—Style 9. Closing Text—Content 10. Closing Text—Style
11. Images12. Offer / Promotions13. Response Buttons14. Day / Time Sent15. Color 16. Coupons17. Pricing 18. Free Trial 19 HTML vs. Text-Only20. Unsubscribe
21. Taglines22. Creative23. Press mentions 24. Store Locations25. Phone Numbers26. Animations27. Charts28. Strikeouts 29. Signatures30. Testimonials
31. Landing Page32. Polls / Surveys33. Call to Action34. Sound35. Numbering36. Themes37. Discounts38. Refer a Friend39. Click to Talk40. Email Sign-up
Email Campaign Elements for Testing
100s of Potential “Success Factors”
Elements Tested Most for Optimizing Email Performance
Sender and Subject Lines
Sender and subject lines are your first impression!
• Most important factor in decision to open/delete– 60% read sender name/address first – 54% read subject line second
• Have direct impact on open, click, conversion and complaint rates -- your bottom line
• Subject Line testing should be mandatory!
To Determine Best Subject Line . . . TEST!
Tips for More Effective Subject Lines Get their attention! (You have about 2 seconds!)
Good: “A Special Offer Just for You” Better: “Download Your $20 Victoria’s Secret Savings Coupon Now.”
Use your company or brand name in subject lines.
Use shorter subject lines (35-45 characters). More effective.
Check click-through statistics from email campaigns or keyword search results on your website before writing a subject line. Use most popular keywords in your subject line.
Test multiple subject lines a day ahead and send the winner.
What’s on Your Dashboard? Key Email Metrics
Deliverability
Email Marketing Fundamentals
Email Marketing Essentials
Don’t Take Deliverability for Granted!FACT: 1 in 5 emails sent never sees the inbox
X
SOURCE: Marketing Sherpa & Q Interactive
56% consider messages from known senders to be spam if they aren’t “interesting”
50%consider messages from known senders that are sent too frequently to be spam
48% are using “report spam” buttons for reasons other than to report unsolicited email
What Consumers Consider Spam
It’s All About Your Reputation!
What is Email Reputation? Why Does it Matter?
• Your email reputation is how ISPs view you and your email.
• Reputation is driven by complaints; Unclear opt-in practices drive complaints
• Email reputation controls access to the inbox:• Bad reputation: Emails trapped in spam folder or are blocked• Good reputation: Emails delivered to the Inbox
• Your Sender Reputation is based on:• Spam complaints• Spamtrap hits• Delivery-vs-bounce percentages• Authentication (Sender ID, Domain Keys, SPF)• Third-party blacklistings
• ISPs plan on more domain-based measures in future
Using SenderScore.org from Return Path
0-100 Score. Higher is better
Check your Reputation! Use Return Path’s free www.SenderScore.org tool.
Building a Good Sender Reputation
1. Earn the subscriber’s trust! Use an honest, straightforward opt-in process to start your relationship effectively.
2. Serve your subscribers. Deliver relevant content. (If people don’t want your mail, your reputation suffers.)
3. Comply with CAN-SPAM (as a starting point, not finish point)
4. Honor unsubscribe requests.5. Remove addresses when they bounce.
Building a Good Sender Reputation
6. Unsubscribe people who file spam complaints.
7. Don’t play games with permission.8. Send people only what they expect.9. Use clear, easy-to-understand processes for opting in
and unsubscribing.10. Don’t buy lists, don’t append. Purchased or Rented
lists will kill you. It causes reputation and blocking issues that are hard to fix.
Your Reputation is at Stake. Protect it.
The Reputation EquationHow to Monitor and Manage Your Email Sender Reputation.
Download from the Resources section at www.exacttarget.com
10 Tips for Effective
Email Marketing
1. Design your websites(s) to engage visitors. Provide access to useful content; Use SEO (Search Engine Optimization) to attract prospective customers to your website.
2. Invite website visitors to subscribe to email. Give them a “reason” to subscribe. Tell them what they will receive.
3. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Provide an incentive (i.e. coupon) to take action.)
4. Create a Subscriber Preference Center. Use it to identify needs and interests. Use that data to deliver relevant, timely content.
5. Develop email programs specifically for each stage of the customer life cycle.
10 Tips for Effective Email Marketing
6. Pre-Sale. Use email to provide information that aids the customer’s decision-making process.
7. Post-Sale. Use email to keep customers engaged. Deliver information that enhances the product usage experience.
8. Integrate email with mobile. Invite email subscribers to opt-in to receive text alerts about special promotions or events on their smartphones.
9. Follow proven design techniques for email and landing pages. Test and refine to optimize performance.
10. Integrate email technology with CRM, e-commerce and reservation systems; Automate triggered sending based on customer data, transaction or event.
10 Tips for Effective Email Marketing