Em@il Summit ‘07
Keynote: New Email MarketingResearch
Anne HollandPresidentMarketingSherpa
Stefan TornquistResearch DirectorMarketingSherpa
Flint McGlaughlinDirectorMEC Labs
Monday, March 5, 2007
Sorry, No Black Berry or cellphone use during
presentations
The Good News
12% 13%
35%
38%
2%
0%
10%
20%
30%
40%
Significant
decline
Slow decline Stable Slow increase Significant
increase
© 2007 MarketingSherpa Inc.© 2007 MarketingSherpa Inc.
List Growth
List Growth
List Growth
2006 GoldenMouse winner
Opt-in Campaigns
Opt-in Campaigns
Your Opt-ins
© 2007 MarketingSherpa Inc.
Welcome Messages
Welcome within72 hours
55%
© 2007 MarketingSherpa Inc.
Contentbeyond
‘welcome’36%
Welcome Messages
Content beyond‘welcome’ 36%
© 2007 MarketingSherpa Inc.
2006 GoldenMouse winner
Welcome Messages
2006 SilverMouse winner
Welcome Messages
Source: MarketingSherpa, StrongMail & SurveySampling International, January 2007
Transactional Email
Source: MarketingSherpa & Accupoll, 2005
Transactional Email
Source: MarketingSherpa, StrongMail & SurveySampling International, 2005 & 2007
Transactional Email
Transactional Email
Source: ReturnPath 2006
100% 100%77%
40% 80%
Reputation
#1 - Slash your list
#2 - Third Parties & CAN-SPAM
#3 - Rendering
Reputation Fixes
Your Programs
Eyetracking
Eyetracking
Eyetracking
Eyetracking
Eyetracking
Eyetracking
Viewing & Rendering
Viewing & Rendering
Viewing & Rendering
Viewing & Rendering
Viewing & Rendering
The Winner is…
Top Creative Tests
-2
0
2
4
6
8
10
12
14
16
18
Conversion-to-Sale
1Jun06
1Jul06
1Aug06
1Sep06
1Oct06
1Nov06
1Dec06
1Jan07
1Feb07
1 The period of time is May 8, 2006 – Feb 1, 2007.2 The sampling is for virtually identical product sets.3 The data points represent change in sales.
The Study
1 The period of time is May 8, 2006 – Feb 1, 2007.2 The sampling is for virtually identical product sets.3 The data points represent change in sales.
The Focus
-2
0
2
4
6
8
10
12
14
16
18
Conversion-to-Sale
1Jun06
1Jul06
1Aug06
1Sep06
1Oct06
1Nov06
1Dec06
1Jan07
1Feb07
Urgency Dates
Percentage
Change in Sales
5/8 - 5/28
Factor A 5/29 - 5/31 685.35%
6/1 - 6/12 -93.92%
Factor B 6/13-6/15 1100%
6/16 - 7/16 -96.33%
Factor B 7/17 - 7/20 809%
7/21 – 8/27 -91%
Factor A 8/28 – 8/31 1567%
9/01 – 9/11 -80%
Factor B 9/12 – 9/14 270%
9/15 – 10/26 -76.58%
Factor A 10/27 – 10/31 208%
11/1 – 11/12 -76%
Factor B 11/13 – 11/16 633%
11/17 – 12/19 -57.41%
Factor A 12/19 – 12/31 61%
01/01 – 01/29 -30.48%
Factor B 01/30 - 02/01 639%
The Differential
685%
1,100%
809%
1,567%
The Differential
Wherein:“Ece” = E-mail Campaign Effectiveness“lq” = List Quality“or” = Offer Relevance“bc” = Body Copy“it” = Intrinsic Timing (Send Times and Urgency)“ef” = “Envelope” Fields (“Subject” and “From” Fields)“dr” = Deliverability Rate
1This is a formula that is still in development. It will be finalized at the conclusion of the research project. All rightsto this formula belong to MECLabs LLC.
The Index
ECE = 3lq + 2or + 2bc + 2it + ef + dr ©
1.Opt-in forms2.Welcome messages3.Transactional emails4.Reputation5.Design & Rendering6.Landing pages
Summary
32 Brands/SpeakersLabsClinicLoungeGalaOffice politics
Thank You
Anne Holland
MarketingSherpa
Stefan Tornquist
MarketingSherpa
Flint McGlaughlin
MEC Labs
