r. a. burrell president internet honey · email marketing maturity what you’ll need: solution how...
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Email marketingR. A. Burrell
PresidentInternet Honey
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OverviewEmail Marketing Maturity
What You’ll Need: Solution
How to do it
Think. Execute. Measure
Best Practices
Q&A
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Types of EmailsTransactional Emails: Responses to internet activity with a single person.
Not subject to CAN-SPAM
Informational, often not in analytics
Bulk Releases: A common message (perhaps personalized) sent to many people.
Subject to CAN-SPAM, often a stand-alone solution
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Email MaturityThe Evolution of Email Marketing
Blobs (Blast to Blobs)
Campaign Alignment
1 to 1
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SolutionsWhat It Will Do:
All stages of the life cycle: Inquiry, Conversion, Retention
Handshake with Email Gateways
Tracking Measurement
HTML Designs
SMS and Email Delivery
Posts email to web page for viewing
Opt-out Automation
CAN-SPAM Act Compliance & IAB Compliance (http://iab.net)
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Solution & Architecture
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ProcessThink. Execute. Measure.
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ThinkPlanning for Email Marketing
What You’ll Need
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ThinkIf you know what people wanted, what would you say to them?
At what point during the customer life cycle are we talking to them? Acquisition? Conversion? Retention? (BTW - this is the difference between CRM and contacts)
What are your competitors saying to them?
What is the source context?
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ExecuteSend the email
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MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
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MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
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MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
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MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
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Think
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Variables to TestDepends on the Goal
Must Isolate a Single Variable
Things to Know
Returning or Not
Test: In State and Out of State
Tells: Frequency
Variables to Isolate
Timing
Frequency
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Variables to TestVariables to Isolate
Timing
Days after Departure to follow up
Days after No Reservation to Incent
Time of Day (7am – 11am)
Day of Week (Tues. & Sat.)
Frequency
Content
Seasonality
Partner promotions
Design & Usability of HTML Layout
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Variables to Test
Prone to Promotion
Test: Offer
Tells: Minimum for Conversion
Increment by 5%, 10%, 15% or
5th Night Free, 4th Night Free,
$500 off, $700 off, BOGO
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How to TestMinimum of 600 for Extrapolation (only for bulk)
Single Variable
Release to 10% first and test
Then Release to the Rest of population
Survey for Interest
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List ManagementObjective: Add Data to contacts
Ways to Define The Audience
By Traffic Source
By Survey
By Website Interests
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Best Practices
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Test & Test & TestPriorities
1. Incentive Offers: Optimize Conversion Rates
2. Interest: Optimize Lead Nurturing
3. Content: Optimize Voice
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Monthly ReviewsStanding Meeting for Performance Review
Analyze Trends in Ratios
Delivery Rate > 90% (solution issue)
Opt-Out Rate is steady, not downward trending (sign of saturation, decrease frequency)
Click Thru Rate steady or improving (content is of value)
Conversion Rate steady or improving (it’s all good)
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SummaryEmail Marketing Maturity
What You’ll Need: Solution
How to do it
Think. Execute. Measure
Best Practices
Q&A