ljubljana: michael leander at lisac & lisac tom schreiter event

How to find more

customers through email marketing (and

social media)

Michael Leander

• leander@michaelleander.com

• mLn@fokusintegrated.com

For more like this – get newsletter, click on link: http://michaelleander.com/newsletter.html

The goal for any marketer in 1997, 2012?

A Relevant offer

Right timing

Effective channel

Target

B C D

April 14

3

Invest 1 US$ get 43 US$ back

This is what is happening

0%

10%

20%

30%

40%

50%

60%

70%

2000 2004 2007 2010

OpenRate

CTR

TIP: check your database frequently

Never active

Seldom active

Active frequently

Always active

50-90% are never active !

Targeting

A CTR: 26,22%

B CTR: 5%

C CTR: 10,32

Which one performed best in terms of CTR?

A B C

10

Who is Michael Leander? My background related to email marketing

- First email campaign in 1995

- Consulting internationally since 2002

- Acquired ESP & build to market leader, now sold

- Judge at Direct Marketing Awards in Europe & Africa

- Chairman of FIMAC (FEDMA’s Email Marketing Benchmark)

11

Email Marketing Basics

The purpose of email marketing is to acquire,

convert, sustain and grow customers whom then in

turn will attract other customers’ through

referrals

Where in the customer lifecycle can you use email marketing?

Acquisition Win-Back Convert Retention

Lifecycle of a customer

Opt-in

Sell

Loyalty programs

Newsletters / OTS (stimulate & educate) Win-Back C

usto

mer v

alu

e

Profiling

High

Low

Overcoming typical barriers

16

Consumers are exposed to 3.000 6.000 marketing messages every day

mobile marketing user generated content email

marketing Enterprise 2.0 customer experience

RSS feeds marketing web 2.0 permission

marketing communities conversations TV

COMMUNICATION OVERLOAD The Moment of truth

push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY

S OC IA L NETW ORK IN G

Short attention span, loads of intrusion - how do you cut through the clutter?

Email marketing can hurt your reputation Reputation is “the

result of what you do, what you say, and what other people say about you”

Manage Expectations

Change of mindset:

From inbox to mindbox focus

Getting critical mass in subscribers

0

5

10

15

20

25

Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

GROWTH IN SUBSCRIBERS

How would you spend 100%?

Content of

messages/offer Target group

Creative Deliverability

100%

40%

10%

40%

10%

Get more

• Get the slides and a 5 step guide to get started with email marketing

• Give me your business card or a note with your name and email address

• Or write leander@michaelleander.com

5 questions you must

answer first

27

PAR

T 1

The war of the inbox/mindbox starts pre acquisition

28

At the back of their mind, your audience thinks

- too many emails in the inbox - not enough time to read info - concerns about how you treat their information - is it worth the time and effort? - can you be trusted? Are you telling the truth? - what’s the catch?

Welcome to the war of the inbox / mindbox

What are you trying to acquire permission for? Are you going to be smart about this?

Send offers and promotions

Send newsletters

Send Alerts and updates

29

1 Volume indicator

H

L

Recipient engagement

L

H

Prioritize: Whom are your most important permissions?

(c) Michael Leander Nielsen, 2009

32

2

Whom exactly are you intending to engage?

33

2a

Operational

Middle management

Top management

CEO

CTO

DB Admin Programmer

CMO

Marketing asssistant

How do you plan to differentiate your messaging to accommodate different recipients needs and to

be RELEVANT to the recipient?

B2B B2C

How are you going to use email marketing to support your selling process aligned with customer buying process?

34

2b

Customer lifecycle marketing automation Differentiated approach addresses different needs

1Pre Sale

2Sale

3 Past Sale

Pre Departure

4Departure

5 Arrival 1.

destination

6 Travel &

experience

7 Comming

home

8 Evaluation

& Reliving

9 Next

Pre Sale

Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before sale,

during and after

Transactional Behavioral Targeted

Example Travel

SMS/Email

Insurance Car rental

Excursions Car rental

Recommend to friends

Your objectives for email permission marketing

Customers

• Build relationship

• Sell more stuff (cross-sell/upsell)

• Profile customers

• Expand touch points with customers

Prospects

• Initiate and build relationship

• Customer acquisition

• Profile prospects

• Survey prospects

Churners + others

• Create referral mechanisms

• Re-activate lost customers (win-back activities)

36

Success defined by

# referrals Win-back

Success defined by

Convert to customer

CTR

Success defined by

Sales Repeat

Business

3

Effect & ROMI

Measuring effect/results

CTR - Click Through Rate (# unique clicks)

MWR - Most Wanted Response, successrate

ERR - Effective Response Rate (# have purchased or reacted to offer)

Referral effect (such as tip a friend)

What was saved?

What was earned?

37

Emails sent

Emails opened

Emails clicked

Pages visited-browsed

Call-to-action

YES

Content interest revealed through tracking

How much are you willing to invest?

The price of acquiring a permission depends on how much information you require

39

4

B2C – level of profiling B2B – level of profiling Acquisition cost

Email address only Email address only 0,25 to ?

+ First name, last name, gender

+ First name, last name, position

Add money

+ Postal address + Postal address Add money

+ Telephone/mobile + Telephone/mobile Add money

+ Info about buying intend + info about buying intend Add money

+ Special interests / qualifying information

+ Special interests / qualifying information

Add money

Free gift

Benefits + content concept

Re-confirm USP

Customize -> show care

about relevancy

Landingpage Unique Email marketing Proposition

Landing page #1 Landing page #2

Which page generated most registrations?

275 conversions 110 conversions

What to consider for your landing page and variations of sign-up form

• Headline

• Long Copy vs. Short Copy

• Credibility Logos

• Security Assurance

• Banner Present vs. Not Present

• Submit Button / Order Button Text

• Audio / Video Message

• Testimonials

• Urgency

• Price

Fact: You have 8 seconds to engage

(c) Michael Leander Nielsen, 2009

43

Cheapest acquisition channel

95% of visitors leave quickly

Does Size Really Matter When It Comes to Email Opt-In Form Overlays?

47

A B

Got + 8,8% increase

Integrate call to actions

85%

15%

First impressions last !

• What is so special about the first hour after somebody signs up to your email communcation?

• Where is your opportunity ?

You’ve got a new ”permission” – now treat her nice with a welcome program

Welcome email with

offer

1 day later: Our most popular stories (offers,

videos etc)

5 days later e-mail

10 days later email

First newsletter

Satisfaction survey;

how are we doing, how

can we improve, is this for you

And so on

Reaffirm the value you offer

Push profile update – increase knowledge

Give a reason to respond now

Your content concept and your email value proposition

52

5

Article content

Special interest

Advice, guides

Promotions

Exclusive offers

First to get info

Special coupons

Special events

Subscriber only events

?

Think like a publisher !

Bil vask, baby

(c) Michael Leander Nielsen, 2008

54

55

Intro links

Intro story

Functional links

Survey or result

”Products”

Activate profiling

”Article”

Sender branding

”more articles”

Functional links

Can be differentiated

based on profile

Test formats

BALANCE STREAM 27

18

22

21

0

39

29

14

34

41

Test subject lines (A/B split)

A. Get two brand new articles about branding

B. News in a flash – articles about branding

A -> 32% B -> 42%

Include share buttons and links in your email communication – engage !

“Email messages that include a social media sharing option generate a 30% higher click-through rate (CTR) than those without sharing options- and messages with three or more sharing options generate a 55% higher CTR. “ Email Marketing and Social Media Integration Report" (2010)

-> Link opens message in social network -> Default text to share -> Track # of shares -> Track # of conversions

T: twitter.com/michaelleander M: +45 27 28 29 53 E: leander@michaelleander.com