ses nyc email and search s miller march 2010
DESCRIPTION
Stephanie Miller of Return Path presentation on using email marketing to extend the ROI and value of search prospects, at SES NY, March 2010. "The Content Trail Meeds the Long Tail."TRANSCRIPT
- 1. Email and Search: The Long Tail Meets The Content
Trail
Stephanie Miller
VP, Return Path, Inc.
@StephanieSAM - 2. Introductions
- 3. Improve Email Performance
The only global, fact-based Reputation Network
- Reach the inbox.
- 4. Take advantage of your good sender reputation.
- 5. Earn a response.
- 6. Grow an active file.
- 7. Celebrate subscribers.
- 8. Todays Goal
- 9.
- 10. Search & Email: Distant Cousins
- 11. Email Improves The Search Investment
1. Push/Pull
2. Acquire 1x
3. Data
4. Content - 12. Research & Recommendation
- 13.
- 14. Research
Explore & Validate
Share
Buyer Lifecycle
Socialize
Trial - 15. Search
Email
Research
Search
Email
Explore & Validate
Share
Email
Buyer Lifecycle
Social
Email
Socialize
Trial
Email
Social - 16. Relationship Drives Channel Choice
- 17. Multi Channel is Stronger
- 18. 1. Share Data.
- 19. Search = User Intent & Behavior
- 20. Email = Subscriber Profile + Behavior
- 21. Subject Lines and Keywords
- 22.
- 23. Email Conversations
- 24.
- 25. Conversation Starters
Welcome
Purchase
Non-Activity
Renewal
Anniversary
Milestones
Birthday
Season
21 - 26. 2. Get the Opt In
- 27. See more detail at: www.returnpath.biz/signmeup
Under Cool Email Ideas - 28. 24
- 29. AskMen Registration Form
- Visual form elements tripled subscribers in one week. Achieved 80% average confirmation rate.
After - 30. Capture In Context
- 31. 27
Netflix Free Trial Campaign - 32. Chris Slides Go here
28
Netflix Free Trial Campaign - 33. Chris Slides Go here
29
Netflix Free Trial Campaign - 34. 30
- 35. Promote Email on Facebook Page
- 36.
- 37. Find Us
Share Us - 38. SWYN vs. FTAF = 30 vs. 2
34 - 39. Once Obtained, Dont Assume!
Most email files are 25%-65% non-responders
Welcome messages are often the highest complaint-driving emails
Industry groups, the FTC and receivers all watch permission grant status and age
Solution: Manage your content & contact strategies to provide 3-4 touches for every response you earn - 40. ??
Research
Explore & Validate
Share
Buyer Lifecycle
Socialize
Trial - 41.
- 42.
- 43. Subscriber Covenant.
- 44. free shipping 10% off enter to win free stuff grand prize
drawing50% off your first order free shipping download
now!contestwin a spa vacation new whitepaperbuy one get one free
half off sweepstakes 25% off! Join us on Facebook!
- 45.
- 46.
- 47.
- 48. Why Do They Complain?
Too frequent
Not as expected
Irrelevant
Badly timed
Just not that interesting - 49. For most marketers, 20% never reaches the inbox.
- 50. If an email doesnt land in the inbox, can it get a
click?
- 51. You have a sender reputation
- 52. But how do I knowwhat my email reputation
is?www.senderscore.orgwww.dnsstuff.comwww.senderbase.com
- 53. 3. Welcome & Engage
49 - 54. 60% of companies dont send a Welcome Message
50 - 55. 51
2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 51 - 56. 2009 Return Path, Inc. www.returnpath.net | Confidential,
do not reproduce 52
- 57. 53
2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 53 - 58. The Trick: Send Something Helpful for This
Moment
- 59.
- 60. 3
Search/Email Synergy
Share Data
Get the Opt In
Welcome & Engage - 61. 57
2009 Return Path, Inc.
Attribution - 62.
- 63. Attribution Back to Email
59
2009 Return Path, Inc. - 64. Email Makes SEO Costs Rise
- 65. Email and Search:
Complementary &
Exponential
61 - 66. Thank you! Questions?
Want the deck? Email [email protected] or @stephanieSAM