While social and mobile seem to get the buzz today, email is still the No. 1 e-commerce traffic driver. A survey by ForeSee Results found that 19 percent of 2010 holiday shoppers came to a website primarily because of a promotional email, while 8 percent arrived via search engine results and only 5 percent used social media. However, social and mobile will have a huge impact on email marketing in 2011. According to a 2010 Nielsen study, email is now the No. 1 activity on mobile devices, while falling to No. 3 on PCs behind social networking and gaming. With integrated and social inboxes coming from Facebook, AOL and others, the year will be a challenging one for email marketers. However, these hurdles can become powerful competitive advantages with the right approach and email program. In this Webinar, Silverpop evangelist Loren McDonald outlines several key trends and their implications for email marketing in 2011 and provide tips for successfully addressing them. Among the trends Loren will cover: Social media/networks affecting subscriber expectations from email More consumers accessing email via mobile devices The emergence of the integrated and social inbox Consumers becoming even more "channel choosy" The increasingly fierce battle for the digital marketing budget Growing consumer concerns over privacy and personal data use ISPs/consumers increasing their expectations for "relevant emails."

1. Email Marketing Trends You Can’t
Ignore in 2011

2. Speaker and Agenda
• Loren McDonald
– VP, Industry Relations
• Trends
– Silverpop
• Implications
• A Few Ideas/Tips
• Resources
• Q&A
• Wrap-Up and Survey

3. Agenda
Uber
Trends
Implications
Q&A
for Email
Ideas / Tips

4. My Goal for Today:
Generate ideas, actions –
more than answers.

5. Mocial
Uber
Trends
Regulatory/ Evolving
Perception Inbox

6. Mocial
Uber
Trends

7. Social Media Explosion

8. The Big Gorillas

9. Facebook: The 2nd Web

10. Facebook Becomes Ecommerce

11. Brands Get Real (People)

12. Going Mobile

13. 40+ Tablets Expected to Ship in 2011

14. Mobile/Tablets Passing Desktops

15. Mobile Apps are Exploding

16. The Check-in Deal

17. Uber
Trends
Evolving Inbox

18. The ISP Battle has Shifted
Bad Stuff Too much good stuff

19. Smarter Inboxes

20. …and the Unified Inbox is coming…

21. AOL Project Phoenix

22. Hotmail Active Views

23. Buried in Nielsen blog…
Email Remains Top on Mobile Internet Activities
…the dominance of email activity on mobile devices continue with an
increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.

24. Mobile interaction still early
Nearly 10% of
Mobile opens
total opens are
typically range
on a mobile
from 2-19%.
device.
Source: Litmus

25. Jan 2
Dec 25
37
emails
51
T-Day emails
To
XMAS
Nov 18
1 week before
Thanksgiving
Day

26. Uber
Trends
Regulatory
/
Perception

27. Move to Prior Consent
 Australia, NZ
EU/Europe Except the US
Canada

28. C‐28, Canada’s Online Protection
Legislation (COPL)
Consent (opt-in) required to send CEM
In most cases implied consent lasts for
2 years, express then required
Immediate Unsubscribe - No 10-day
grace period
Applies to all messages that leave or
enter Canada

29. Privacy / Data Permission

30. Phishing Remains a Problem
Most Phished Brands June 2010, Source: Data Protection Center

31. Agenda
Implications
for Email

32. 1. Battle for the Budget Pie

33. 2. More Channel Choosy

34. 3. Screensize-apalooza

35. 4. Where is My Email Being Read?

36. 5. Email Address Churn May Rise

37. 6. Usability Rules

38. 7. Brand (From Name) is Huge

39. 8. Trust Becomes More Important

40. 9. Email Must Become More Social

41. 10. Email Needs 2B More Sophisticated

42. 11. Need for Global Permission/Privacy
Practices

43. Agenda
Ideas / Tips

44. 1. Get the Data
Birthday emails
List preferences / cadence
Segmentation / Content

45. 2. Enable Channel Options

46. 3. Manage Subscriber Expectations
• Privacy/Permission
• Brand
• Other communications
• Content
• Frequency
• Format
• Subscription management
• Relevance and personalization

47. 4. Enable Profile Changes - Footer

48. Where are the alternatives?

49. 5. Enable Profile Changes - Site

50. 6. Know Your Audience
Source: Unica Corporation/Pivotal Veracity

51. 7. Design for “Everything”
• Pre-header text
• Clear CTAs & links
• Alt attributes (tags)
• HTML text over image-based
• Design for touch
• Font size
• Font color
• Scalable fonts/images

52. 8. Getting to Open
Trusted
From
Right Creative
Time Subject
Surprise Known
/ Delight Value

53. 9. Promote Following & Sharing

54. 10. Like/Follow Deal

55. 11. Use Social to Grow Email Database

56. 11. Use Social to Grow Email Database

57. 12. Incorporate Email in Mocial Channels

58. 12. Incorporate Email in Mocial Channels

59. 13. Leverage UGC

60. 14. Surprise & Help

61. 15. Break it Up

62. 16. Highest Common Denominator
Express consent
Transparent privacy policies
Immediate opt-out
Do you want to manage
by different jurisdiction?

63. 17. Use Pre- to Post-Purchase Emails
Pre-Transaction Purchase Process Post-Purchase Relationship
• Browse • Order • Satisfaction • Bounceback
abandonment Confirmation Survey • Account reminder
• Cart • Order status • Review request • Loyalty programs
abandonment • Shipping notice • Review • Account status
• Shipment notification • Purchase
confirmation • Recommendation anniversary
• Trip preparation • Replenishment
• Repurchase
• Upgrades
Right time, right message!

64. 18. Leverage Other Technologies

65. 19. Leverage Marketing Automation
Welcome 1st Purchase Repeat Loyalty Reengagement
Campaigns Campaigns Purchase Campaigns Campaigns
Campaigns
100 300 400 600 -200 -400
Subscribers / 1st Time Repeat Loyal Unengaged
Visitors Customers Customers Customers Customers

66. 20. Speak the C-Suite Language

67. Resources / Q & A

68. About Silverpop
• A leading email marketing /
marketing automation provider
• Email marketing
• Transactional email
• Share-to-social
• Send Time Optimization
• Landing pages
• Surveys
• SMS
• API Integrations w/ Web analytics,
personalization, reviews,
recommendation technologies

69. Resources
• Resource Center
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
– www.slideshare.net/Silverpop

70. Q & A / Contact Information
• Loren McDonald
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com

71. Thank you!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com