bluehornet eec2012 friday keynote address
DESCRIPTION
This is the keynote address that was given at the EEC12 Conference in Hollywood Florida on February 24, 2012.Description: This keynote presentation will combine Forrester Research data with case studies from leading brands. From spelling out the most effective ways to incorporate social, mobile, and video email into your program to providing future-looking recommendations, this keynote will position your email marketing program for long term success.TRANSCRIPT
Helping b2b and b2c companies maximize their use of email, social and mobile strategies to increase revenue and extend customer lifetime value.
Ryan PhelanVice President, Strategic ServicesBlueHornet
@ryanpphelan
Shar is a leading expert on how businesses can leverage interactive marketing channels and technologies to drive sales and deepen customer relationships.
Shar Van BoskirkVP and Principal AnalystForrester Research Inc
Thinkpast keynotespast conferencesyour programyour goalsyour challengesyour customer
1,000 CONSUMERS
• U.S. Based Consumers• 77% own a smartphone• Selected ages between 18 and 45• 79% were employed• Diverse ethnic mix• 77% earned $35,000+• 35% live in urban area; 65% in
suburb
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Which of the following statements about email marketing do you agree with?
Source: Forresters NACTAS Q3 2006 Media & Marketing Online SurveySource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008
Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
To what extent do you trust each of the following types of advertising/promotions?
Source: North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US)Base: US Online Adults
Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for
• Incorporate preference centers into your welcome process
• Gather relevant information and test the amount
• Don’t take advantage of the trust
• Test pricing and discount strategies in your emails
• Test calls to action between “Learn More” and “Buy Now”
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Which of the following statements about email marketing do you agree with?
Source: Forresters NACTAS Q3 2006 Media & Marketing Online SurveySource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008
Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
75% of consumers expect to receive a welcome email
• Make sure that you have a welcome email sent instantly after registration
• During registration, test asking what they want out of the relationship
• Price and Discounts are the top reasons for purchase from email (Free Shipping is a close third)
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t bombard the consumer
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
69% of consumers delete emails that don’t look good on a mobile device
• Don’t be lazy marketers, optimize your emails for mobile devices
• Use effective subject lines and pre-header text to assist in the “triage”
• Use segmentation to group mobile users from desktop users and track performance
• Over half of respondents triage email
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Most email marketing programs fail
Source: Forrester’s The Best And Worst Of Email Marketing, Q4 2010Base: 64 marketing emails
Relevance and Frequency continue to be the primary reasons for Unsubscribe
• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• An overloaded inbox is the third most popular reason why someone would unsubscribe at 22%
• Think strategically first, tactically second about your email program
• Make sure your emails provide value
• Use segmentation to send engaged groups emails – utilize Win-Back Programs
Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
15% of consumers would always change their mind from unsubscribing if given options
• 40% of consumers might stay on your list if given options – implement an opt-down program
• Offer choices of cadence and subscription in an opt-down program
• Implement Win-Back Programs to engage the customer and renew the trust
• Ask a survey of those that are going to subscribe
• Think strategically first, tactically second about your email program
• Make sure that you have a welcome email sent instantly after registration
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t be lazy marketers - optimize your emails for mobile devices
• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• 40% of consumers might stay on your list if given options – implement an opt-down program
