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Baltimore, Maryland
Blue Sky FactoryDriving Email Marketing Performance
Shake & Bake Your Email Campaigns Into 2010
Joanna Lawson-Matthew & DJ Waldow
November 5, 20091:00 to 1:45 PM ET
Twitter: #bsfwebinar
Copyright Blue Sky Factory 2009
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Your MCs (DJs?)
Joanna Lawson-Matthew
Senior Account Manager
DJ WaldowDirector of Community
Location:San Francisco
Location:Salt Lake City
Image credit: http://www.bon-voyage.co.uk/Image credit: http://www.unionstreetinn.com/
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About Blue Sky Factory
Blue Sky Factory is both a full & self service ESP.
Design, execute, and track your email marketing campaigns
with Publicaster (That’s the name of our application)
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30-45 Minutes of Education and Fun!
1. Review & Reflect
2. Email Marketing Strategy
3. Remember the Holidays
4. Shake & Bake, Baby!
5. ESP / ISP Relations
6. Review Other Components
7. Q & A
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Review & Reflect
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Review & Reflect
Review your emails from 2009
• What worked?
• What didn’t work?
• What did you change from 2008 to 2009?
• Was that successful?
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Review & Reflect
Which campaigns got the highest/lowest:
• Open rate, Click through rate
• Conversion rate, Forward rate
• Unsubscribe/Complaint rate
• Share rate (SWYN)
• Mobile version views
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Review & Reflect
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Review & Reflect
Ask (and answer) the following:
1.What day(s) did you send on? Was that successful?
2.Did you try any A/B testing? What were the results?
3.Did you make any changes to your creative? Did you see improved results from this?
4.Did you try any different approaches for your offers, timing, frequency, & social aspects?
5.What did your competitors do?
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Review & Reflect
• Use this information to plan for 2010
• What are your email marketing goals for 2010?
• How will you measure your success?
Photo credit: http://smallbizadvisor.org/
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Email Marketing Strategy
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Email Marketing Strategy
•Budget
•Email Types & Frequency
•Start Small, But Consider Big Picture
•Other Departments
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Email Marketing Strategy
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Email Marketing Strategy
Photo Credit: Flickr - sgw
Questions to ask (& again, answer)
1.Do you have a budget?
2.What portion is dedicated to email marketing?
3. Is this amount increasing or decreasing? Why?
4.Are you forgetting about email & focusing on shiny new tools?
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Sales and/or Promotion
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From Name: Backcountry.com
Subject: Final Day for 20% Off
Sales and/or Promotion
Pros• Show me the money• Clear call-to-action
Cons• Not (necessarily)
relationship building• Overmailing risk
Frequency• Monthly - not enough• Weekly - just right?• Daily - deal of the day
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Alert and/or Notification
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Alert and/or Notification
From Name: American Airlines
Subject: Your Trip Is Now Eligible For Check-In
Pros• Timely, Targeted• Clear call-to-action
Cons• Not (direct) revenue
generation
Frequency• As necessary• Too much - 2 days, 1 day, 1
hr• Not enough - 1 hr before
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Survey
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Survey
From Name: malumni
Subject: Alumni Association of the University of Michigan membership satisfaction survey invitation
Pros• Short, To-the-point• (Relatively) clear call-to-
action
Cons• Can be boring• Another survey?
Frequency• As necessary: Post
interaction/visit• Monthly - too much?• Quarterly
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Informationaland/or
Newsletter
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From Name: Chris Brogan
Subject: Goals, Competition, and Friction – [bnl]
Pros• Consistent (expectations)• Great content
Cons• No clear call-to-action• No (direct, measureable) $$
Frequency• Monthly – just right?• Weekly – need fresh content
Informationaland/or
Newsletter
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Email Marketing Strategy
1. Start Small, But Consider Big Picture• Have a plan• Build a calendar• Be flexible
2. Other Departments• Are others sending email too?• Coordinate
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Remember the Holidays
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Remember the Holidays
1. Include the end-of-year holidays in your email plan• Develop a schedule leading up to holidays (work
backwards from launch date)
• Consider planning a campaign series leading up to the holiday
• Keep busy emailing days in mind
2. Get post-2009 holiday emails in your plan now
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Remember the Holidays
Smith-Harmon “Retail Email Guide to the Holiday Season” http://www.smith-
harmon.com/ Copyright Blue Sky Factory 2009
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Remember the Holidays
Smith-Harmon “Retail Email Guide to the Holiday Season” http://www.smith-
harmon.com/ Copyright Blue Sky Factory 2009
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Remember the Holidays
Can’t get enough?Need more tips & ideas specific to the end-of-year
holidays?
Check out our webinar:‘Tis the Season to Start Planning
Your Holiday Email Campaigns
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Remember the Holidays
1. Use other annual holidays in your plan too
• Don't forget the smaller holidays (Valentine's Day, Memorial Day, Halloween)
• Use the holidays to build relationships with subscribers (messages of goodwill)
2. Not sure what others are doing for holiday email campaigns? Sign up for your competitors' emails now!
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Remember the Holidays
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Remember the Holidays
Photo Credit: http://www.retailemailblog.com/2009/02/season-finale-christmas-2008.html (Chad White)
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Shake & Bake, Baby!
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Shake & Bake, Baby
•A|B Testing
•Creative/Template Refresh
•Rendering
•Targeted. Timely. Relevant. Permission.
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A|B Testing
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A|B Testing
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A|B Testing
What to test... 1. Day2. Time3. Subject line4. Creative5. Call-to-action6. List7. (Everything, but one variable at a time)
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Creative/Template Refresh
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Creative/Template Refresh
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Rendering
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Rendering
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Timely. Targeted. Relevant. Permission.
The Secret to Successful Email Marketing
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Timely. Targeted. Relevant. Permission.
Send Timely, Targeted, Relevant
Emails To Subscribers Who Have Asked For
Them“…delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
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Timely. Targeted. Relevant. Permission.
2008 Return Path Study...• 60% did not send a welcome message; 30% failed to
send any message at all (within first 30 days)
• While 70% asked for more than email address at sign up, 75% didn’t use this info to personalize or customize messages
• Took an average of 9 days for the first regular email message to arrive (65% percent of those emails didn't contain a special offer)
Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf
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Timely. Targeted. Relevant. Permission.
Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf
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Timely. Targeted. Relevant. Permission.
Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf
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Timely. Targeted. Relevant. Permission.
Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/Ecommerce_Study_v030509.pdf
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ESP / ISP Relations
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ESP / ISP Relations
•Domain/IP Reputation
•Get to know your Account Manager
•Push the limits of what your ESP can do
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Domain / IP Reputation
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Account Managers
The lovely female voice you hear
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What Can Your ESP Do For You?
Photo Credit: Wikipedia
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What Can Your ESP Do For You?
*This is not a real quote. I heard it from a B-school professor once. I believed him.
*"Microsoft Word 'power users' use
<2% of the application's
features."Copyright Blue Sky Factory 2009
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What Can Your ESP Do For You?
How to become an Email Marketing "Power User" in 4 easy steps:
1.Read, attend industry webinars, tradeshows, mixers, etc
2.Ask your ESP (Account Manager)
3.Roll up your sleeves
4.Sign up for your ESP’s resources - blog, newsletter, webinars
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ESP / ISP Relations
• Take the time now to make sure your IP reputation is in good standing, work with your ESP
• Ensure you are subscribed to all available Feedback Loops (most ESPs will do this automatically)
• Set up authentication records (Sender ID, SPF, Domain Keys)
• For more on authentication:http://blog.blueskyfactory.com/industrytrends/
three-ways-to-improve-email-deliverability/Copyright Blue Sky Factory 2009
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ESP / ISP Relations
• Get Permission: Ensure email list is 100% opt-in
• Segment: Avoid "batch & blast" or "spray & pray"
• Remember the Mantra:
However, none of the ISP relations stuff matters unless you...
Send timely, targeted, relevant emails to subscribers who have
asked for them
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Review Other Components
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Review Other Components - Opt-in Process
• Easy to find, Easy to fill outo Opt-in form on all pages of websiteo Ask for minimal info, gather more data later
• Set expectations regarding frequency, content
• Explain benefits of subscription (W.I.I.F.M.)
• Give subscriber options for targeted emails
• No pre-checked boxes (affirmative consent)
• Link to Privacy Policy / Terms & Conditions
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Review Other Components - Opt-in Process
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Review Other Components - Welcome email
• Send an immediate email to welcome and acknowledge new subscribers
• Remind subscribers of benefits of subscription
• Outline the types and frequency of emails they
can expect from you • Consider including a special offer as a "thank
you" • Option to change preferences or opt-out
completely • Ask subscribers to whitelist your From addressCopyright Blue Sky Factory 2009
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Review Other Components - Welcome email
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Review Other Components - Transactional emails
• Transactional emails are the most read emailso Average open rate: 47%1
o Average click through rate: 20%1
• Use your branded email template to “shake” them up
• Perfect opportunity for a marketing/sales push, as long as the main purpose of the email is transactional
1. Transactional Emails: Make Your First Impression Count. Loren McDonald, Thursday, April 23, 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104687
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Review Other Components - Transactional emails
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Review Other Components - Transactional emails
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Review Other Components - Landing pages
• Ensure your landing pages are optimized for conversions
• Is your landing page call-to-action easy to find
and click on? • Is your call-to-action clear? • Be consistent between email and landing
page (Avoid "am I in the right place?!?")
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Review Other Components - Landing pages
Not-so-subtle sales pitch: Interested in this offer? Enter Now
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Review Other Components - Opt-out Process
• Ensure your opt-out mechanism is easy to find on your emails, and works!
• Remember that all opt-outs must be removed
from your lists within 10 days • Consider also adding an opt-out mechanism to
your website • Dare Alert! Move your opt-out link to the top of
your emails (Welcome the Unsubscribe)
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Almost Done…
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Are We Really Done?
• Review your emails from 2009 and reflect on the results. Use this info in 2010.
• Plan what types and frequency of emails will be in your 2010 email marketing strategy.
• Don’t forget to wish your subscribers happy holidays (and remember, it’s not always about the sale).
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Are We Really Done?
• Don’t be afraid to shake things up in 2010 with A/B testing, creative revamps and more targeted emails.
• Become BFFs with your ESP and the ISPs.
• Remember there’s more to your strategy than just emails (and this coming from an ESP!).
Copyright Blue Sky Factory 2009
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Stay Connected
Joanna Lawson-MatthewSenior Account Manager
[email protected]@joannalm
www.blueskyfactory.comblog.blueskyfactory.com
@blueskyfactory
Thank You!Please submit your questions now.
DJ WaldowDirector of Community
@djwaldow
Copyright Blue Sky Factory 2009