5 Uber Trends Affecting Email

Marketing

February 2011@LorenMcDonald

Agenda

Trends

Ideas / TipsQ & A

5 Trends

Social

Mobile

Evolving InboxHumanization

Automation

Uber Trends

Social

Mob

ile

Evol

ving

Inbo

x

Hum

aniz

atio

n

Auto

mat

ion

Social Media Explosion

The Big Gorillas

Facebook: The 2nd Web

Facebook Connect Login

Email Must Get More Social

And Work With Social

5 TrendsSo

cial

Mobile

Evol

ving

Inbo

x

Hum

aniz

atio

n

Auto

mat

ion

Going Mobile / Screensize-apalooza

40+ Tablets Expected to Ship in 2011

Mobile Apps are Exploding….but

25 billion downloaded by 2015

Juniper Research

25+% of Apps Used Only Once

The Check-in Deal

Where is My Email Being Read?

Email is Mobile

Mobile is Email

5 Trends

Soci

al

Mob

ile

Evolving Inbox

Hum

aniz

atio

n

Auto

mat

ion

The ISP Battle has Shifted

Bad Stuff Too much good stuff

Smarter Inboxes

…and the Unified Inbox is coming…

AOL Project Phoenix

Hotmail Active Views

Relevance is Not an Option

Email is Still the Killer App

5 Trends

Soci

al

Mob

ile

Evol

ving

Inbo

x

Humanization

Auto

mat

ion

Customers Speak

sh*t

“Awful”

“Overpriced”

“Bad service”

“..tastes like sh*t”

Ratings and Reviews

Brands Get Real (People)

How-to video

• Real person• Service

tone• 50%

conversion rate

Get RealGet HumanAdd Value

5 Trends

Soci

al

Mob

ile

Evol

ving

In

box

Hum

an-iz

atio

n

Automation

Broadcast & Triggers Complement

Low Volume, High ROI

59.8 %Batch Campaigns

40.2%TriggeredCampaigns

95.9 %Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

Question is not What is

the optimum frequency?,

but How do we send

more relevant emails,

more often but with

fewer resources?

Cross Sell / Upsell - Recommendations

Real-time Optimization

+ 58 %

Multivariate test

Use the Technology

Email Becomes a Dynamic Content Platform

Agenda

Uber

Tr

ends

Ideas / TipsQ

& A

1. Get the Data

Birthday emails

List preferences / cadence

Segmentation / Content

2. Enable Channel Options

3. Manage Subscriber Expectations• Privacy/Permission

• Brand

• Other communications

• Content

• Frequency

• Format

• Subscription management

• Relevance and personalization

4. Enable Profile Changes - Footer

5. Enable Profile Changes - Site

6. Brand (From Name) is Huge

6. Know Your Audience

Source: Unica Corporation/Pivotal Veracity

7. Design for Everything

8. Leverage the Power of ReviewsEmails drive consumer creation of reviews

• 6% of online Americans post ratings and reviews of products at least monthly

• 25% of online adults read these ratings and reviews at least monthly

9. Promote Following & Sharing

10. Promote Likes/Follow

11. Use Personality to Engage

12. Sell by Educating

13. Use Social to Grow Email Database

13. Use Social to Grow Email Database

14. Incorporate Email in Mocial Channels

Opted in – still have not received an email months laterHUGE missed opportunity

15. Let Customers Do the Selling

16. Surprise & Help

17. Break it Up

18. Use Pre- to Post-Purchase EmailsPre-Transaction

• Browse abandonment

• Cart abandonment

Purchase Process

• Order Confirmation

• Order status• Shipping notice• Shipment

confirmation• Trip preparation

Post-Purchase

• Satisfaction Survey

• Review request• Review

notification• Recommendation• Replenishment• Repurchase• Upgrades

Relationship

• Bounceback• Account reminder• Loyalty programs• Account status• Purchase

anniversary

Right time, right message!

19. Leverage Other Technologies

Subscribers / Visitors

+

1st TimeCustomers

++

RepeatCustomers

-Unengaged Customers

100 300 400 600 -400-200

Welcome Campaigns

1st Purchase Campaigns

Repeat Purchase

Campaigns

Loyalty Campaigns

Reengagement Campaigns

LoyalCustomers

20. Leverage Marketing Automation

A Few Takeaways

Think Social

Capture and Leverage the Data

Design for Everything

Get Human

Leverage Technology

Resources

• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht

ml

• Many presentations on SlideShare– www.slideshare.net/Silverpop

Q & A / Contact Information

• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald– Twitter: @Silverpop

www.slideshare.net/silverpopwww.silverpop.com