1. State of the Email Marketing
Section Title Trends
Industry – Key
Loren McDonald
@LorenMcDonald

2. Email is
Strong
Opt-in
Q&A
Everywhere
Agenda
Design for
Mobile
Key Trends Automation
Inactives Content

3. 1. Industry performance is strong
- email still rocks

4. Email is thriving by ALL accounts!

5. Email is bringing in $40.56 for
every dollar spent on it.
Source: DMA

6. 1 percentage point
decline over
9 years

7. User Base Still Growing

8. 20.1%
Open Rate - Average
43.7%
Open Rate - Top Quartile
8.0%
Open Rate - Bottom Quartile

9. Open Rate – Select Industries (WW)
Top
Vertical Mean
Quartile
Retail 17.12% 30.60%
Leisure, Sport &
16.18% 32.61%
Recreation
Media 20.91% 47.98%
Banks / Fin. Services 22.62% 48.91%

10. 5.2%
Click-through Rate- Average
16.6%
WW: CTR - Top Quartile
0.7%
CTR - Bottom Quartile

11. CTR – Select Industries (WW)
Top
Vertical Mean
Quartile
Retail 3.09% 6.21%
Leisure, Sport &
2.31% 5.29%
Recreation
Media 8.87% 31.67%
Banks / Fin. Services 3.46% 9.88%

12. 19.3%
Click-to Open Rate- Average
40.0%
CTOR - Top Quartile
6.7%
CTR - Bottom Quartile

13. 2. Capturing opt-ins and data
everywhere your customers are

14. Popovers: A Bit Annoying –
But They Work!!!
Pop-overs = 200-400% lift

15. 38% of Americans
would rather
clean their toilet than
create another
Username/password
combination!
15

17. What types of data are available?

18. Facebook Timeline Email Sign Up

19. Tablet/Kiosk Opt-in Collection

20. SMS to Email Opt-in
• POS
• Video Alerts
• Return/Info. center
• Store Signage
• Events

21. QR Codes to Email Opt-in

22. State of QR Code Usage/Awareness
– Still A Little Early

23. 3. The shift from broadcast to
automation + behavior

24. Pounding isn’t the answer, because…

25. …Hope is not a marketing strategy.

26. Individual relevance is
increasingly the key to
deliverability

27. Broadcast to Behavior
Marketing Sophistication
Bto1
Individual
Messages
Behavior-based
Messages
(Multi-Track)
Time-based Messages
Automated (Drip, Simple Nurture)
Manual
Targeted Mailings based on Segmentation
Mass Mailing to a broad database
Response Rates/
Engagement

28. Relevant Emails Rock!
9x
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes
$3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product
margin, and 2.8 million pieces of mail per month.

29. Low Volume, High ROI!
Volume of Emails sent Sales Generated
4.1%
Triggered
Campaigns
40.2%
Triggered
Campaigns 59.8 %
95.9 % Batch
Batch Campaigns
Campaigns

30. Explicit data
Demo-
graphics
Automation
Behavior
Implicit data

32. Browse Behavior

33. Browse Behavior
Customer viewed “Joint Supplements” landing page Sent SmartFlex
Finder email

34. Message A – 1 day after

35. Message B – 3 days after

36. Message C – 5 days after

37. DEMCO Cart Results
Cart Email A Cart Email B Cart Email C
Day 1 Day 3 Day 5 AVERAGE
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate 22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46

38. 4. Content and personality plays
a bigger role

39. [get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behavior.
3. Dude, lose the corporate speak.

41. “Human” Cart
abandonment
• Aaron -
Real person
• Service
tone
• 50%
conversion
rate

43. Let Customers Do the Selling
30+% Increase in Orders and Sales

44. How-to video

45. Important Dates Reminder Email
45

46. Your dates trigger an email…
21 days before occasion
Personalised with name
Occasion w/ date
Coupon code
10% Off
31% CTR
Highest revenue
generating email

47. 5. Inactives become the biggest
challenge

48. Inactives Are a HUGE Issue

49. Typical Actives vs. Inactives Ratio

50. Impact of Inactives
Lost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability

51. Hypothetical Revenue Loss
Actives Inactives
# Subscribers 250,000 200,000
Average Revenue Per
$0.12
Email Delivered
4 X week X 53 weeks
$6.4M
~ 212 emails
Potential Lost
Revenue $5.1M

52. Reactivation & List Cleansing
• Data cleansing by implementing a Re Engagement Program
• Contacts who have had no mailing activity for 9 months
• Have not opted in within the last 3 months

53. Re-engagement Email 1
Birmingham Airport: Hello
There!

54. 3 weeks later…Re-engagement Email 2
Birmingham Airport: We Miss You!

55. 2 more weeks later…Final Email
Birmingham Airport: Details deleted

56. Data Cleansing
Upon receiving Email 3 contacts are
track routed to ‘To Be Removed
from Database’ track and then get
purged by the client
Upon receiving Email 3 contacts’
profiles get date stamped under
‘Inactive’ date database field which
makes them easy to query off

57. The best reactivation strategy
is to minimize inactives
to begin with.

58. Typical Reactivation Rate: 1%-2%
High Performers: 10%+

59. Automate: Activate Early Inactives
New subscribers don’t
open/click first XX messages/X
weeks
Move these early inactives into
“activation” track
Send survey, different offers;
best of, diff subject lines,
testimonials, etc.

60. Opt-in process
Preference mgmt. Expectation mgmt.
Minimize!
Targeted / Relevant Welcome /
Content Onboarding

61. 6. Designing for mobile is no
longer optional

62. Going Mobile / Screensize-apalooza

63. Smartphone Sales Pass PC Sales
Q4 2010

64. U.S. Smartphone Penetration –
Nielsen 2/2012

65. Tablets…
369M
2016
Source: Gartner, April 2012

66. 35% of email subscribers are
opening your emails on their
mobile device!

67. Where is Your Email Being Read?

68. So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …

69. The New Design Challenge
Old mouse New mouse

70. Do Your Email’s Have the Touch?
Source: StyleCampaign.com, Litmus

71. Know Your Audience
Source: Unica Corporation/Pivotal Veracity

72. Regular
Mobile
64% higher
CTR
A/B test sent
to frequent
mobile
openers

73. Speaker
• Loren McDonald
– VP, Industry Relations
– Twitter: @LorenMcDonald
– Google+: +LorenMcDonald

74. Thanks / Q & A
Loren McDonald
lmcdonald@silverpop.com
@LorenMcDonald
Google+: LorenMcDonald