leveraging macro events to drive engagement, relationships and sales
TRANSCRIPT
![Page 1: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/1.jpg)
Leveraging Macro Events to Drive
Engagement, Relationships and Sales
Jeanne Jennings
Consultant, Email Marketing Strategy
Author, The Email Marketing Kit: The Ultimate Email Marketers Bible
Columnist, ClickZ Experts
![Page 2: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/2.jpg)
Introduction: Jeanne Jennings
> Independent consultant specializing in all aspects of email
marketing strategy and tactics
> Experience in online and email marketing: 20+ years
> Former Head of Email Product Development for Reed Business
Information US, a division of Reed Elsevier, then the largest B2B
publisher in the US
> Independent consultant since 2001
> Clients include Hasbro, Mayo Clinic, National Press Club, U.S.
Chamber of Commerce, Verizon, Weight Watchers International
> Sought-after Writer and Speaker on Email Marketing Issues
![Page 3: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/3.jpg)
Email is Dead.
![Page 4: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/4.jpg)
Reality
> Email offers the highest ROI of any direct marketing
channel
> $43.62 for each dollar spent in 2009
> Internet search advertising was second at $21.85
> Non-catalog direct mail returned just $15.22
> Projection for email in 2010 is $42.08
Source: Annual Economic Impact Study,
The Direct Marketing Association, October 2009
![Page 5: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/5.jpg)
Reality
> Spending on email marketing in the US is expected to
expand to $2 billion by 2014
> A nearly 11% compound annual growth rate
> At least $144 million of this will be spent on email
messages that aren’t delivered and/or acted on
> To be successful, email marketers need to learn how to
overcome inbox clutter and increase relevancy
Source: US Email Marketing Forecast, 2009 to 2014,
Forrester Research, June 2009
![Page 6: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/6.jpg)
Reality
> Relevance
continues to be the
biggest challenge
to email success
Source: 2010 Email Marketing Benchmark Report,
MarketingSherpa, page 14
![Page 7: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/7.jpg)
Relevance = Segmentation and Targeting
4 Types of Variables
1. Endemic Data
> Usually collected at opt-in
> Contact and demographic
2. Transactional Data
> Data pertaining to
transactions
> Date of opt-in, recency-
frequency-monetary
information
3. Behavioral Data
> Observed behavior
> Website clickstream,
email metrics, coupon
redemption
4. Computed Data
> Create from two or more
variables
> Distance from brick-and-
mortar location, macro
events
Source: Best Practices in Email Marketing Handbook (2009),
MarketingSherpa, pages 455-463
![Page 8: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/8.jpg)
Relevancy vs. Privacy
> “You have zero privacy
anyway. Get over it.”
> Scott McNealy, CEO
Sun Microsystems
1999
![Page 9: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/9.jpg)
Solution: Leverage Macro Events
> Segmenting and
targeting based on
macro events is a
win-win
> It only requires a
zip code, which
most people are
happy to share
> It allows you to
increase relevancy
while minimizing
red flags about
privacy
![Page 10: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/10.jpg)
Macro Event: The Blizzard of 2010
![Page 11: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/11.jpg)
Sales
> We’re open
> 2% off your tab
for each 1” of
snow
> Only email I
received from a
Georgetown
restaurant
offering a
blizzard deal
![Page 12: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/12.jpg)
Sales
> The Show Must
Go On!
> Discount Pricing
![Page 13: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/13.jpg)
Sales
> Hope you
are safe
> Apology for
local stores
being closed
> Post-
blizzard in-
store
discount
![Page 14: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/14.jpg)
Engagement
> Key Messages
> Three products to
help you weather the
next storm
> Drive traffic back to
WashingtonPost.com
> Paid placement?
> If so, advertising
revenue for WP
![Page 15: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/15.jpg)
Relationships / Sales
> Suspension of all late
fees
> Just call us
> Suspension of
cancellation fees
> Make your plans – if the
snow keeps you from
driving, just call us
> Be safe – winter driving
tips
![Page 16: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/16.jpg)
Relationships
> We’re open
> Our staff is
dedicated
![Page 17: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/17.jpg)
Engagement
> We’re still on the air
> Some of our dedicated
staff made it in
yesterday to keep the
programming going
> Your favorite shows will
be back today
![Page 18: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/18.jpg)
Relationships
> Sorry for the
inconvenience
> The office will be
closed today
> Limited access to
email due to
power
disruptions
> Will try to re-
open on Friday
![Page 19: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/19.jpg)
Relationships
> We Care
> Protect your windshield
> Prepare your car to drive
after the blizzard
> Cold weather safety tips
![Page 20: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/20.jpg)
Blizzard Bikini?
> Aspirational?
> Not for me
> Discount offer good, but…
> How about featuring winter
sale items
> Sweaters
> Jeans
> Boots
> Or a “now and later”
message
![Page 21: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/21.jpg)
Where was Amazon?
> They were my lifeline
for things I could not
get during the blizzard
> Delivery was delayed
but was more reliable
than trying to find local
stores open with “high
demand” items in
stock
![Page 22: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/22.jpg)
Leveraging Macro Events Isn’t New…
…But Segmenting by Zip Code Adds Relevancy
![Page 23: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/23.jpg)
Pop Quiz:
Ideas for Leveraging This Event?
![Page 24: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/24.jpg)
Pop Quiz:
Ideas for Leveraging This Event?
![Page 25: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/25.jpg)
Pop Quiz:
Ideas for Leveraging This Event?
![Page 26: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/26.jpg)
Pop Quiz:
What’s Wrong Here?
![Page 27: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/27.jpg)
JeanneJennings.com, Inc.An Email Marketing Consultancy
Helping organizations large and small become more effective and more
profitable online
> Focusing on email, landing pages and Websites
> Growing email lists via opt-in
> Developing new email strategies, campaigns and programs
> Optimizing performance of existing email and Websites
> Project-based, hourly, workshop and mentoring engagements
Client List (partial)
Hasbro
Mayo Clinic
Museum of Science, Boston
National Association of Realtors
National Press Club
Network Solutions
Union Privilege
The U.S. Chamber of Commerce
Verizon
Vocus
Weight Watchers International
![Page 28: Leveraging Macro Events to Drive Engagement, Relationships and Sales](https://reader034.vdocument.in/reader034/viewer/2022050613/58eed0101a28ab932a8b465d/html5/thumbnails/28.jpg)
Leveraging Macro Events to Drive
Engagement, Relationships and Sales
Thanks for Attending!
Additional Questions?
Jeanne Jennings
Consultant, Email Marketing Strategy
Author, Author, The Email Marketing Kit: The Ultimate Email Marketers Bible
Columnist, ClickZ Experts
202.333.3245 | Twitter:@jeajen | LinkedIn
www.JeanneJennings.com