PBTC Presentation - eMail Marketing Strategies

Steve Day President Malabar Technologies Inc. Open Sesame: Email Marketing Strategies That Work (And Those That Don’t) Cory Van Horn Director of Marketing SnapRetail

Attitudes Toward Email Advertisements

Attitudes towards email advertising ,[object Object],[object Object],[object Object],YANG, KENNETH C. C.. and Garland, Caroline Staub Garland. "Predicting Attitudes toward Email and Postal Direct Advertising by Consumers’ Innovativeness,” Association for Education in Journalism and Mass Communication, Aug 04, 2010 Focus Value

Attitudes based upon technology adoption ,[object Object],[object Object],[object Object],YANG, KENNETH C. C.. and Garland, Caroline Staub Garland. "Predicting Attitudes toward Email and Postal Direct Advertising by Consumers’ Innovativeness,” Association for Education in Journalism and Mass Communication, Aug 04, 2010 All people value directed online advertising, but technology savvy people hate printed advertising delivered in the mail

Email campaign orientation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lee, Doohwang., Kim, Hyuk Soo. and Kim, Jung. "The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites,” Association for Education in Journalism and Mass Communication, Jun 22, 2010

Consumer characteristics that impact effectiveness of directed advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lee, Byoungkwan. and Salmon, Charles. "The Effects of Information Sources on Consumer Attitudes toward Direct-to-Consumer Prescription Drug Advertising: A Consumer Socialization Approach" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004

Aloneness Phenomena ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Leung, Louis. "Effects of Motives for Internet Use, Aloneness, and Age Identity Gratifications on Online Social Behaviors and Social Support Among Adolescents,” International Communication Association, Jun 21, 2010

Designing for Print is very different than for Email/Web

Why is electronic different? ,[object Object],[object Object],[object Object],[object Object]

Best Practices to Great Emails

Best Practice: Trust ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Best Practice: On-Behalf Email Sending From: Pieter.Hegeman@ivystone.com From: Ivystone Group [info@ivystone.com]

Best Practice: On-Behalf Email Sending Metrics Open Rate Click Thru On-Behalf of Specific Person 32% 7% On-Behalf of Company 17% 5%

Best practice: Integrate Mobile & Social Sharing Share This Email:

Best Practice: Focus User ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Best Practice: Simplicity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],VERY IMPORTANT A little less important Nowhere near as important

Best Practice: Simplicity Very Important A little less important Not near as important

Best Practice: Create a Image/Text Balance ,[object Object],[object Object],[object Object],[object Object]

Best Practices: Landing Pages Are Important Email Landing Page

Best Practices: Subject Lines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study of Best Practices in Action

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case Study: Client Email Results OPY # of Sends Contacts Reached Open Rate Click Rate 2009 w/o BP 9 69,293 23% 2% YTD 2010 - w/ 27 166,583 28% 8% Percent Change 200% 140% 23% 234%

Case Study: Client Web Impact from Email Increased traffic in a 10 month period Unique Visitors Total Visitors Pageviews 2009 7,588 12,159 56,340 2010 YTD 14,444 21,785 125,107 Percent Increase 90% 79% 122%

Integrating Email Campaigns into the Sales Cycle

Scripts and Timing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Electronic Sales Process Create positive trust, relationship. Keep apprehension down Focus on acceptance, and play defense Manage acceptance and keep apprehension down

Summary ,[object Object],[object Object],[object Object]

PBTC Presentation - eMail Marketing Strategies

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PBTC Presentation - eMail Marketing Strategies

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