2. eMail Marketing Facts You Should Know
DMA National Client Email Report 2012
Interactive Email & Web Site Marketing
3. How Email Drives Action
& Interaction
1. Quality Target
2. Compelling Content
3. Calls To Action
Interactive Email & Web Site Marketing
4. Email: Major ISPs Starting To Use
Engagement Metrics
Important Methods Of Quality Targeting- Getting Delivered
Hard Bounce Rate Is Low
List Hygiene Is Good
Report As Spam Complaints Are Low
Not Using Purchased Lists
Not Sending To Spam Traps
Respecting Opt Outs
Sender Reputation
Interactive Email & Web Site Marketing
5. Trend: Major ISPs Starting To Use
Engagement Metrics
New – Internet Service Providers Are:
1.EVALUATING EMAIL COMMUNICATION OVER
TIME
2.HAVE RECIPIENTS CLICKED THROUGH
3.HAVE THEY REPLIED
4.APPLIES TO BOTH B2C AND B2B
MARKETING
Interactive Email & Web Site Marketing
6. Ideal Trend: Opt In &
Engagement Marketing
THE BIG FISH IN THE SMALL POND ARGUMENT
IS 2% OF 50,000 BETTER (1,000) THAN 10% OF
25,000 (2,500)
IS THE RISK LESS? SUBSTANTIALLY LESS CHANCE
OF HITTING A SPAM TRAP
IS MY LEAD HIGHER QUALITY & LONGER TERM
(CONSCIOUS DECISION TO OPT IN – CAN YOU
CAPTURE THEIR HEART AND NOT JUST THEIR
WALLET)
Interactive Email & Web Site Marketing
7. How Can I Integrate New Methods With
IntelliClick & GoldMine
Real Time Tracking To GoldMine Database
Built In SQL Queries Allow Segmentation (Data Mining Webinar)
Email Merge Code Append Allows Opt-Ins Based On Interest
Database Field Updates Allow Value Updates Based On Interest
General Opt Ins
Calls To Action
Dashboards & Reporting
Interactive Email & Web Site Marketing
8. IntelliClick
Demonstration
Interactive Email & Web Site Marketing
9. Get In Touch
Tim Wilmot
01454 316800
Tim@wizard-systems.com
www.wizard-systems.com
Interactive Email & Web Site Marketing
Notes de l'éditeur
If you look at email as a customer acquisition channel it has a $40 ROI compared to search $22, Display Ads $19 and Mobile $10 per $1 spent. 300 billion emails going around the world each day. Forrester Research reports that investment in email marketing will grow from $1.3 billion in 2010 to $2 billion by 2014. Compiled by Zoomerang, the data from the annual Unisfair Marketing Survey reveals that 66 percent of the 500 respondents consider lead generation to be their top marketing priority, compared to brand awareness (17 percent) and customer retention (16 percent). In addition, 40 percent cited virtual events as one of the top emerging channels for lead generation in 2010 and beyond. Half of email recipients indicated a higher likelihood to purchase from companies who send them email. – Source: Epsilon "Branding Survey" (Feb 2009) Majority of companies surveyed expect ROI from email to be higher than any other marketing channel. – Source: Datran Media, "Marketing & Media Survey" (2008) Email produced the highest response rates (4.09%) for those companies whose primary objective was to generate leads – Source: Direct Marketing Association “2007 Response Rate Tends Report” (2007) Email is bringing in $40.56 for every dollar spent on it in 2011, compared to catalogs' ROI of $7.30, search's return of $22.24, Internet display advertising's return of $19.72 and mobile's return of $10.51. - Direct Marketing Association "Power of Direct" (2011)
With email, people have opted in to show interest. With SEO, search engines have selected your content as being relevant to people’s searches You can segment your email based on customer behavior – have they purchased in the past? Do they buy “on sale”? 2 & 3 – compelling – relevant to target keywords, actionable.
Deliverability: Traditional and New Methods Are you using Email Append Services (using opt-in verification services to show that emails are still active) Are you doing regular database hygiene (getting rid of spam reports and hard bounces) Are you using purchased lists? (View STMP Relay Guidelines Are you scanning for activity in the CRM system (i.e. open or click activity in the last 6 mo. -12 mo.) Try an alternate re-engagement strategy (create list with no activity) Do they stay or do they go (i.e. has your customer engaged in other channels and had sales?)
Deliverability: Becoming more difficult with spammers. Approximately 20% of legitimate mail is not getting there. These days, we have to do more to get there. Are you scanning for activity in the CRM system (i.e. open or click activity in the last 6 mo. -12 mo.) Try an alternate re-engagement strategy (create list with no activity) Do they stay or do they go (i.e. has your customer engaged in other channels and had sales?)
Deliverability: Becoming more difficult with spammers. Approximately 20% of legitimate mail is not getting there. These days, we have to do more to get there. Are you scanning for activity in the CRM system (i.e. open or click activity in the last 6 mo. -12 mo.) Try an alternate re-engagement strategy (create list with no activity) Do they stay or do they go (i.e. has your customer engaged in other channels and had sales?)
Notes on current law: Permission / Opt-In Requirement US - No, the CAN-SPAM Act allows direct marketing email messages to be sent to anyone, without permission, until the recipient explicitly requests that they cease ("opt-out"). EU - Yes, direct marketing email messages may be sent only to subscribers who have given their prior consent ("opt-in"). Prior permission is required for business-to-consumer (B2C) communication covering all "natural persons". Exceptions: A business relationship in which contact information was obtained constitutes prior consent as long as a means to opt out was provided at the same time and continues to be provided with each such message and each message is about similar products or services by the same company. For business-to-business communication (B2B), i.e. "legal persons", EU member states are free to make "opt-out" the minimum legislation. However, national legislation of the member states can require opt-in for B2B email, too.
If you look at email as a customer acquisition channel it has a $40 ROI compared to search $22, Display Ads $19 and Mobile $10 per $1 spent. 300 billion emails going around the world each day. Forrester Research reports that investment in email marketing will grow from $1.3 billion in 2010 to $2 billion by 2014. Compiled by Zoomerang, the data from the annual Unisfair Marketing Survey reveals that 66 percent of the 500 respondents consider lead generation to be their top marketing priority, compared to brand awareness (17 percent) and customer retention (16 percent). In addition, 40 percent cited virtual events as one of the top emerging channels for lead generation in 2010 and beyond. Half of email recipients indicated a higher likelihood to purchase from companies who send them email. – Source: Epsilon "Branding Survey" (Feb 2009) Majority of companies surveyed expect ROI from email to be higher than any other marketing channel. – Source: Datran Media, "Marketing & Media Survey" (2008) Email produced the highest response rates (4.09%) for those companies whose primary objective was to generate leads – Source: Direct Marketing Association “2007 Response Rate Tends Report” (2007) Email is bringing in $40.56 for every dollar spent on it in 2011, compared to catalogs' ROI of $7.30, search's return of $22.24, Internet display advertising's return of $19.72 and mobile's return of $10.51. - Direct Marketing Association "Power of Direct" (2011) Website and eMail received the highest % increases (69% & 62%) in spending, as tools to generate leads. Source: Unisfair "The Future of Tech Marketing" (2010) For every dollar spent on email marketing in 2009, marketers can expect an estimated $43.52 ROI which is expected to reach $44.25 by the end of 2011. Source: DMA ( 2011) 45% of CMOs label email marketing as their top area of marketing investment this year. – Source: Chief Marketing Officer Council (2009) Average Response Click-Through Rate: 5.9% Source: Epsilon Q4 2009 Email Trends and Benchmark (Jan 2010) The vast majority of responding companies (72%) rate email as 'excellent' or 'good' for return on investment. - Econsultancy "Email Marketing Census 2011" (2011). Only 23% of respondents report their CRM and customer data are properly integrated with their email marketing – Source: Econsultancy "Email Marketing Census 2011" (2011)
If you look at email as a customer acquisition channel it has a $40 ROI compared to search $22, Display Ads $19 and Mobile $10 per $1 spent. 300 billion emails going around the world each day. Forrester Research reports that investment in email marketing will grow from $1.3 billion in 2010 to $2 billion by 2014. Compiled by Zoomerang, the data from the annual Unisfair Marketing Survey reveals that 66 percent of the 500 respondents consider lead generation to be their top marketing priority, compared to brand awareness (17 percent) and customer retention (16 percent). In addition, 40 percent cited virtual events as one of the top emerging channels for lead generation in 2010 and beyond. Half of email recipients indicated a higher likelihood to purchase from companies who send them email. – Source: Epsilon "Branding Survey" (Feb 2009) Majority of companies surveyed expect ROI from email to be higher than any other marketing channel. – Source: Datran Media, "Marketing & Media Survey" (2008) Email produced the highest response rates (4.09%) for those companies whose primary objective was to generate leads – Source: Direct Marketing Association “2007 Response Rate Tends Report” (2007) Email is bringing in $40.56 for every dollar spent on it in 2011, compared to catalogs' ROI of $7.30, search's return of $22.24, Internet display advertising's return of $19.72 and mobile's return of $10.51. - Direct Marketing Association "Power of Direct" (2011) Website and eMail received the highest % increases (69% & 62%) in spending, as tools to generate leads. Source: Unisfair "The Future of Tech Marketing" (2010) For every dollar spent on email marketing in 2009, marketers can expect an estimated $43.52 ROI which is expected to reach $44.25 by the end of 2011. Source: DMA ( 2011) 45% of CMOs label email marketing as their top area of marketing investment this year. – Source: Chief Marketing Officer Council (2009) Average Response Click-Through Rate: 5.9% Source: Epsilon Q4 2009 Email Trends and Benchmark (Jan 2010) The vast majority of responding companies (72%) rate email as 'excellent' or 'good' for return on investment. - Econsultancy "Email Marketing Census 2011" (2011). Only 23% of respondents report their CRM and customer data are properly integrated with their email marketing – Source: Econsultancy "Email Marketing Census 2011" (2011)
To illustrate how IntelliClick can help you leverage your GoldMine database to gather business intelligence, lets take a look at an overview of what this tool can do. PROMOTE Being able to have a process that starts and finishes all with your CRM system such as GoldMine gives you complete control over the process. Different messages can be tested against different segments of your database easily. As your audience reacts, the process of gathering key business intelligence begins. TRACK The Intelliclick tool will handoff results instantly to your database providing a permanent record of the interests and behavior shown by those who respond to your campaign. This information is now at the fingertips of your sales reps to use when talking to your prospects. Knowing which campaigns were of interest and when and how often recipients reviewed your messages further helps the sales person know how recent interest has been show and in what areas. To leverage drip marketing and other capabilities within GoldMine, Intelliclick allows any field in your database to have a value set that can then be used to filter or trigger future actions. RESPOND Automating the fulfillment of a literature request or signing up for an event is one way to increase the likelihood of getting response. Often recipients are asked to fill forms with information already in your database and are annoyed by the time involved with this. Using one button call to action hyperlinks increases response and can efficiently kick start the sales process. PRIORITIZE Knowing the initial response to a campaign is helpful but what if you could go beyond the first click and monitor everything that your prospect is looking at on your web site. Imagine how much more business intelligence this would provide to prioritize who has the greatest interest and focus your sales team on those opportunities. ALERT Having this information tracked is valuable but there are times when getting sales engaged in the campaign can be valuable. Messaging by email, text or by scheduling a call is a way IntelliClick can instantly alert sales or other designated individuals so they can take timely action. Some organizations using this capability like the ability to dynamically alert those assigned to the account so that the right person is able to take the follow action. MEASURE Finally as all this information is being gathered, it is important that we make sense of it by measuring what is working. Reports like the ones I showed earlier make this real time access to information possible.
