eec slide workshop

www.emailexperience.org

2010 Email MarketingBootcamp & Certification

InstructorsNicholas Einstein Director of Strategic Services, Datran Medianeinstein@datranmedia.com#datranmedia#nick’s

Aaron SmithDirector of Professional Services, Smith-Harmon, a Responsys Companyasmith@smith-harmon.com #smithharmon#aaron

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

Introduction &

State of the Union8:15-9:00am

9 Reasons Email is Dead!

The End of an Era!

The Death of Email!

Email is Dead!

Introduction & State of the Union

Hold your Horses!

Introduction & State of the Union

The Death of Email has Been Greatly

Exaggerated!!!

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

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?

CAGR of 4% through 2014

Email is the Best Way to Get the Daily Deal

…and, surprise….It integrates with social!

Email Newsletters Remain Coveted Loyalty Drivers

• 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!

Start at the BeginningUnderstanding Your Goals and

Aligning them with Strategy9:00-10:00am

Start at the Beginning

Raise Your Hand if….

Use Email to…

Acquire!

Retain!

Transact!

All of the Above!!!

Engage

Reactivate

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

• 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

1. What is the Main Goal?

Acqure!

Retain!

Transact!

All of the Above!!!

Engage

Reactivate

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

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

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

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

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

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

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

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

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

From Strategy to Execution10:00-12:00pm

Audience Recruitment, Development, Growth and Cultivation

Campaigns – A Full Lifecyle Approach

Best Practices - Segmentation

Best Practices - Messaging

Best Practices - Creative

Best Practices - Optimization

Best Practices - Deliverability

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

Deliverability

Email Delivery is Technically Simple

• It is the Simple Mail Transfer Protocol (SMTP)

• Barriers and Filters are used to enhance the consumer experience

Deliverability

Authentication – DK & DKIM | SPF & SIDF

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.

Deliverability

Three Keys To Penetrating the Inbox

Acquisition Email

Welcome Email

Up-Sell Email

Transactional Email

Newsletter Email

Reactivation Email

Third Party Email

Examples of Relevance

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.

• Make sure the email is welcome

• Provide coupons/discounts

• Provide exclusive content

• Aggregate relevant content from multiple sources

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

• Offer consumers the right to provide preferences

• Respect those preferences

• Build on intelligence to give smarter offers

Best Practices – Measurement & Reporting

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

– 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.

• 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!

• Example anonymous dashboard– Sony, BTF, C&D?

• 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

Best Practices – Leveraging Data

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

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

Leveraging Data

• Get the Data

• Understand the Data

• Make the Data Actionable

• Use the Data

• Rinse & Repeat

Email Winners and Losers Lunch Presentation

Noon-1:00pm

Relevant Message Sent to Relevant Customer

•Storage•Security•Scalable

•Ease of use•Actionable •Flexible

•Automate•Throughput•Deliverability

• Inform •Enhance •Customize

Seamless Email Marketing Mechanics

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

Mastering Metrics

Checklists/Assignments

• Welcome Message Checklist

• Landing Page Checklist

• A/B Testing Checklist

• Email Program Review

• Email Design

Thank You for Joining Us!

Become an eec member & join the world’s largest organization of email marketers.

Save 10% with discount code ClickZwhen you join or renew by August 31, 2010

Subscribe to our FREE industry newsletter: www.emailexperience.org

Contact Ali Swerdlow with any questions: ali@emailexperience.org

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