Key Email Marketing Actions 2010
•Télécharger en tant que PPTX, PDF•
3 j'aime•957 vues
Presentation on key email marketing actions to deploy in 2010. Presented at UWEBC conference in Madison, WI November 2009.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
Similaire à Key Email Marketing Actions 2010
Similaire à Key Email Marketing Actions 2010 (20)
Plus de Silverpop
Plus de Silverpop (20)
Dernier
Dernier (20)
Key Email Marketing Actions 2010
- 1. Key Email Marketing Actions to Take in 2010 Loren McDonald Vice President, Industry Relations Silverpop
- 2. Email Marketing is not Dead
- 3. Bad Email Marketing is, however On Life Support
- 4. Free Shipping, 20% Off – “So What”
- 5. Competition With Alerts/Social Notifications
- 9. Are you pounding or engaging your subscribers?
- 10. 6 Actions for 2010 Capture and Use the Right Data Create a World Class Welcome Experience Use Personality/UGC Create Value Through New Message Streams Re-engage and Retain
- 11. 1. Capture and Use the Right Data
- 12. Do your emails stand out? Do they involve the subscriber? Do they talk to, or at customers?
- 14. Marital status
- 15. Age ranges on signup
- 18. Married
- 19. Kind of old guy
- 25. Content does not reflect age or genderLoren
- 26. Net-a-Porter
- 28. Society of London Theatre
- 29. Targeted Communications Based on Age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate
- 30. Preference Center Touch Points At opt-in Welcome email Normal email stream Transactional emails Web site/Transaction process At opt-out
- 31. 2. Welcome Emails – Start the Relationship Right
- 32. What is the first email your subscribers receive? Do you throw them in mid-stream, or “welcome” them into the relationship?
- 33. Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%. The Honeymoon is Over!
- 38. Single email
- 39. IT Generated
- 40. No marketing messaging
- 41. HTML
- 42. 2-part email series
- 44. Promotions, education75% increase in conversions
- 46. Do your emails stand out? Do they involve the subscriber? Do they talk to, or at customers?
- 47. Ratings, Popularity, Top Sellers
- 48. Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.
- 49. Leveraging Member Reviews in Email Content
- 50. We Like Personalities Jim Cramer – Mad Money Keith Olbermann – MSNBC
- 52. Can we talk? More than ever, we want to connect with brands via real people Think Twitter We want a personal note, not a direct marketing promotion
- 53. A Dash of Personality Tone From a real person Humor Employee, customer stories/comments UGC “Relatable”
- 54. Can You Say Mimes in Portland?
- 55. Woot is a Hoot
- 60. 4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging
- 61. You Know Who You Are… 20 Emails in 22 Days Free Shipping 20% off
- 62. Have you calculated the long-term impact of increased frequency? Do your emails create value for subscribers?
- 64. What’s the Potential Impact of Over Mailing? 5 times per month 12 times per month Revenue – Churn – Reputation….
- 65. Retailer – Increased Frequency Unsubscribes and spam complaints went through the roof
- 66. Financial Impact of Increased Mailings
- 68. Relevant – Based on Purchase Data
- 71. Accessories
- 74. Break Through the Clutter With New Message Streams Triggers Notifications Alerts Reminders Aggregators Updates Closeouts …and more
- 76. Anniversary
- 77. Holiday
- 78. Season/Weather
- 79. Renewal
- 80. Replenishment
- 81. Sale/Special
- 82. Service due
- 83. Special Event – e.g., Super Bowl
- 84. News event
- 85. Recent purchase
- 88. Wine of the Day - Cadence
- 89. Consistency – Every Tuesday
- 90. 5. Re-engage & Retain Unsubscribers
- 92. You control most of your destiny
- 94. Why Recipients Go Inactive
- 98. Don’t Wait, Be Proactive Monitor inactive subscribers Look for demographic, list source, etc. patterns Test different frequency, content Promote preference updates Survey subscribers Obtain feedback And of course, send more relevant emails
- 99. Ask for Feedback
- 103. Alternatives Are Promoted In the Email 50% of Art.com subscribers presented with alternative to unsubscribing stay!
- 105. Q & A Email: lmcdonald@silverpop.com Twitter: @LorenMcDonald @Silverpop
Notes de l'éditeur
- An exciting new era in marketing has arrived in which interacting and building relationships with customers and prospects is the key to delivering unprecedented ROI. Welcome to the age of engagement marketing. Today, I want to discuss seismic shifts in purchasing behaviour and the resulting need for marketers to respect the power of informed customers and embrace the need for a two-way dialogue with them. And I’ll be sharing insights on the most effective ways to do this.Session Title:“Engagement Marketing: Anticipation Instead of Interruption” Presenter: Will Schnabel—Vice President, International Markets, Silverpop Description: An exciting new age in marketing has arrived in which interacting and building relationships with customers and prospects is key to delivering unprecedented ROI. In this session, Schnabel will discuss the overwhelming need for marketers, in the consumer and B2B arenas, to shift their focus from traditional, one-way approaches to branding and lead generation, to programs that engage customers in a mutually beneficial two-way dialogue. He will also highlight some of the new and innovative strategies that enable successful engagement marketing programs.
- Embracing a marketing philosophy that enables you to connect deeply with customers and prospects is a smart way to build brand loyalty and weather the current economic storm. And when the economy eventually rebounds, the benefits of engagement marketing will put you in a position of strength compared to your competitors.So, let’s talk about how we do this.