Email Marketing Trends You Can’t

Ignore in 2011

Speaker and Agenda

• Loren McDonald

– VP, Industry Relations

– Silverpop• Trends

• Implications

• A Few Ideas/Tips

• Resources

• Q & A

• Wrap-Up and Survey

Agenda

UberTrends

Implications for Email

Ideas / Tips

Q & A

My Goal for Today:

Generate ideas, actions –

more than answers.

UberTrends

Mocial

Evolving Inbox

Regulatory/ Perception

UberTrends

Mocial

Social Media Explosion

The Big Gorillas

Facebook: The 2nd Web

Facebook Becomes Ecommerce

Brands Get Real (People)

Going Mobile

40+ Tablets Expected to Ship in 2011

Mobile/Tablets Passing Desktops

Mobile Apps are Exploding

The Check-in Deal

UberTrends

Evolving Inbox

The ISP Battle has Shifted

Bad Stuff Too much good stuff

Smarter Inboxes

…and the Unified Inbox is coming…

AOL Project Phoenix

Hotmail Active Views

Buried in Nielsen blog…Email Remains Top on Mobile Internet Activities

…the dominance of email activity on mobile devices continue with an

increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.

Mobile interaction still early

Nearly 10% of total opens are

on a mobile device.

Source: Litmus

Mobile opens typically range from 2-19%.

Nov 18

1 week before

Thanksgiving

Day

Jan 2

Dec 25

51

emails

37

emails

T-Day

To

XMAS

UberTrends

Regulatory /

Perception

Move to Prior Consent

Australia, NZ

EU/Europe

Canada

Except the US

C‐28, Canada’s Online Protection

Legislation (COPL)

Consent (opt-in) required to send CEM

In most cases implied consent lasts for 2 years, express then required

Immediate Unsubscribe - No 10-day grace period

Applies to all messages that leave or

enter Canada

Privacy / Data Permission

Phishing Remains a Problem

Most Phished Brands June 2010, Source: Data Protection Center

Agenda

Implications for Email

1. Battle for the Budget Pie

2. More Channel Choosy

3. Screensize-apalooza

4. Where is My Email Being Read?

5. Email Address Churn May Rise

6. Usability Rules

7. Brand (From Name) is Huge

8. Trust Becomes More Important

9. Email Must Become More Social

10. Email Needs 2B More Sophisticated

11. Need for Global Permission/Privacy

Practices

Agenda

Ideas / Tips

1. Get the Data

Birthday emails

List preferences / cadence

Segmentation / Content

2. Enable Channel Options

3. Manage Subscriber Expectations

• Privacy/Permission

• Brand

• Other communications

• Content

• Frequency

• Format

• Subscription management

• Relevance and personalization

4. Enable Profile Changes - Footer

Where are the alternatives?

5. Enable Profile Changes - Site

6. Know Your Audience

Source: Unica Corporation/Pivotal Veracity

7. Design for “Everything”

• Pre-header text

• Clear CTAs & links

• Alt attributes (tags)

• HTML text over image-based

• Design for touch

• Font size

• Font color

• Scalable fonts/images

8. Getting to Open

Trusted From

Creative Subject

Known Value

Surprise / Delight

Right Time

9. Promote Following & Sharing

10. Like/Follow Deal

11. Use Social to Grow Email Database

11. Use Social to Grow Email Database

12. Incorporate Email in Mocial Channels

12. Incorporate Email in Mocial Channels

13. Leverage UGC

14. Surprise & Help

15. Break it Up

16. Highest Common Denominator

Express consent

Transparent privacy policies

Immediate opt-out

Do you want to manage

by different jurisdiction?

17. Use Pre- to Post-Purchase EmailsPre-Transaction

• Browse abandonment

• Cart abandonment

Purchase Process

• Order Confirmation

• Order status

• Shipping notice

• Shipment confirmation

• Trip preparation

Post-Purchase

• Satisfaction Survey

• Review request

• Review notification

• Recommendation

• Replenishment

• Repurchase

• Upgrades

Relationship

• Bounceback

• Account reminder

• Loyalty programs

• Account status

• Purchase anniversary

Right time, right message!

18. Leverage Other Technologies

Subscribers /

Visitors

1st Time

Customers

Repeat

Customers

Unengaged

Customers

100 300 400 600 -400-200

Welcome

Campaigns

1st Purchase

Campaigns

Repeat

Purchase

Campaigns

Loyalty

Campaigns

Reengagement

Campaigns

Loyal

Customers

19. Leverage Marketing Automation

20. Speak the C-Suite Language

Resources / Q & A

About Silverpop

• A leading email marketing /

marketing automation provider

• Email marketing

• Transactional email

• Share-to-social

• Send Time Optimization

• Landing pages

• Surveys

• SMS

• API Integrations w/ Web analytics,

personalization, reviews,

recommendation technologies

Resources

• Resource Center

– White papers

– Webinars

– Blogs

– Case studies

– Newsletters

– http://www.silverpop.com/marketing-resources/index.html

• Many presentations on SlideShare

– www.slideshare.net/Silverpop

Q & A / Contact Information

• Loren McDonald

– lmcdonald@silverpop.com

– Twitter: @LorenMcDonald

– Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com

Thank you!

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com