building an email marketing practice
DESCRIPTION
Notes on building an email marketing practice in a digital marketing agency. Presented at BOLO 2010, an agencyside event.TRANSCRIPT
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Building an Email PracticeChris Sietsema
October 18, 2010
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Pop Quiz
Direct Marketing Association, 2009
?
A. $15.22
B. $21.85
C. $43.62
D. $71.12
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Pop Quiz
A. $15.22
B. $21.85
C. $43.62
D. $71.12
Direct Marketing Association, 2009
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Additional Stats
$700M
• Compared to $45.2B Direct Mail Spend
Planned in 2010 for Email Spend
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Additional Stats
112,700
• Compared to 620,400 Search Marketers
Email Marketers in 2010
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Additional Stats
96%• Compared to 12% willing to divulge social media
profiles or identity
Online adults that have shared an email address
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So Why The Lousy Reputation?
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Crap Sent Right to Your Inbox
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Retention, Retention, Retention
You Are Here
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A One-to-Many Medium?
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Revenue Model
Strategy Execution Markup
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Email Products
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Email Products
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List Quality
Garbage In Garbage Out
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Segmentation
JangoMail Email Marketing Survey - August 2010
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Deliverability
• CAN SPAM Clearly Defined
– Physical Address
– Unsubscribe Option
– No Deception
• Your From Name
• No Funny Subject Lines
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Sender Reputation
• SenderScore.org
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Testing Processes
• A/B Split • Multivariate
A
B
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Measurement
Source: Epsilon.com
Industry Averages
• Delivery Rate – 94%
• Open Rate – 22%– 24% for Consumer Products
• Click Rate – 6% – 7.5% for Consumer Products
• Unsubscribe Rate – 27%
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Email Products
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Content ElementsAnatomy of an EmailPREHEADER
HEADERNAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTERCAN-SPAM / DISCLAIMER
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Template Design
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Template Design250
250
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Horizontal Scrolling
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Email Products
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CAMPAIGNSCAMPAIGNS
Lifecycle Marketing
TRACKS TRIGGERS CAMPAIGNS
MESSAGE 1WEEK 1 IF ONGOING
MESSAGES
MESSAGE 2WEEK 2 THEN
MESSAGE 3WEEK 3
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Re-Engagement
Just gimme another chance?
Just gimme another chance?
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Email Products
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Integrated Programs
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Challenge: Synchronizing Data
Challenge: Synchronizing Data
34
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Synchronizing Data
Email Messages Customer Records
{Interactions & Behaviors} {Needs & Motivations}
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Strategy Creative Development Analytics
Human Resources
36
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Phased Approach
1. Explore Space
2. Identify Internal Expertise
3. Start with Organic Growth
4. Bring In New Talent
5. Put Sales People to Work
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To Partner or Not to Partner
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Enterprise Tools
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Watch & Learn
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Utilities
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Resources
42
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Questions?
• Chris Sietsema
• Teach to Fish Digital
• 480.389.5435
• linkedin.com/in/sietsema
• Twitter: @sietsema
• slideshare.net/sietsema
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Slide-ography
• Slides 4-7 – Direct Marketing Association Economic Impact Study – http://directmag.com/magilla/1020-e-mail-roi-still-slipping/
• Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Survey– http://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/
• Slide 9 – Charlie Brown Christmas Charles Schulz• Slide 13 – Andy Warhol’s Soup Cans• Slide 20 – Frank Sinatra Mug Shot• Slide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative Commons• Slide 25 – hamburger from j_bary on Flickr Creative Commons• Slide 31 – The Proposal by Boy27Wonder on Flickr Creative Commons• Slide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative Commons• Slide 42 – books in a stack from austinevan on Flickr Creative Commons