Presentation on selected email marketing trends, followed by some tips to improve your email marketing program, including through better capture and use of data, welcome emails, using personality, integrating with social media, creating new high-value message streams and more. Presentation was presented at eM9 in San Francisco on April 21.
11. Lands’ End: 20 Emails in 22 Days
Free Shipping
20% off
$5, $10 off
12.
13.
14.
15. Remember the White Flower Day Sale?
• Was every Thursday, or so it seemed
• So when did I shop at Macy’s?
• They trained me to only shop on Thursday
• Study the subject lines/emails of your competitors
• How are your positioned differently?
29. Email’s Future Looks Bright
Email Still Top’s for ROI
Email’s ROI in 2008 was
$45.06 for every
dollar spent on
it, according to the DMA’s
Power of Direct economic
impact study.
36. Now for that haircut, What I Get
I’d Pay More Than $16! • No birthday
wish
• Content does
not reflect age or
gender
Loren
37. No Data/Preferences Collected
Logical Personalization?:
• Gender
• Marital status
• Age ranges on signup
• Wedding anniversary
• Significant other’s birth date
39. Cart Abandonment
Cart Abandonment Reminder
Campaign
Big Results after One Month:
(compared to all previous email
campaigns)
48% lift Click through rate
129% lift in Net Conversion rate
Accounted for 10.4% of the total
revenue from email marketing
while representing only 2.7% of the
total email volume.
48. What Makes Content Shareworthy?
• Trustworthiness
• Tribal interests
• Simple and obvious
• Ease of sharing
• Social acumen and adoption of subscribers
• Creates value
• Reward/Incentives
• Good content
60. Questions to Ponder
1. Are you enabling subscriber choice?
2. Are your emails uniquely positioned relative to
competitors?
3. Are you collecting and USING customer data?
4. Do your emails have personality?
5. Are your emails shareworthy?
6. Are you leveraging email for all it can be?