2. “49% of online merchants maintain that
email marketing performs better than other
forms of marketing,
including paid search, search engine
optimization, direct mail and affiliate
marketing.”
2009-11-15 Internet Retailer
3. • E-mail penetration is 97% of consumers
•28% of all e-mail addresses become unreachable within
a year
• Permission-based emails reach consumer inboxes 75%
of the time
•64% of key decision makers view email on their cell
phones (iPhone, Blackberry etc)
•69% of at-work email users view emails in their preview
panes.
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4. What is the value of Email marketing?
• Delivery rates are high; but ~60% of users are
“emotionally unsubscribing”
• Open rates and Click-through rates are flat or declining
• More granular targeting is needed
6. E-mail marketing 1.0
• Broadcast sending
• List rentals
• Minimal personalization
• No segmenting
• Limited autoresponding
• Spam complaints – a cost of doing business
Infusionsoft 2009
2009-11-15 6 e.g. name of the presenter
7. E-mail marketing 2.0
• Data-driven
• Relevant
• Personalization based on behavior and properties
• Intelligent autoresponders
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8. Keys to success
• Segment & Target
• Set Expectations
• Provide Value
• Build Your Own List
• Use automation to adapt to behavior
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9. The e-mail conversion funnel
Correct e-mail address
Central spam filer
Local spam filter
Attention (preview)
Open
Click-through
On-site
conversion
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10. How to avoid being spam
• Set expectations before sending
• Give value
• Create anticipation
• Collect data along the way
• USE THE DATA
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11. What affects attention & open rate
• Subject line
• Time of day you send
• From address
• Personalization
• Relevancy
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12. What affects click-through
• Short and to the point –
avoid scrolling
• Several reasons to click
• Sell
• Educate, give value
• Always stay CAN-SPAM
compliant
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13. CAN-SPAM Act
“Controlling the Assault of Non-Solicited Pornography and
Marketing “
• Don’t use false or misleading header information.
• Don’t use deceptive subject lines.
• Identify the message as an ad
• Tell recipients where you’re located.
• Tell recipients how to opt out of receiving future email
from you.
• Honor opt-out requests promptly
• Monitor what others are doing on your behalf.
http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.sht
m
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14. Relevance and personalization
Unified
Single Tag Analysis
Campaign
Recipients Response and
Web Site Behavior
$
$
$
Conversion
Behavioral Remarketing
Visitor-Level Behavioral
Segments
15. Abandonment Email Marketing
• Strategy:
– Remarket to visitors that
have abandoned a shopping
cart or registration process
• Web Analytics data points:
– Products abandoned
– Categories abandoned
– Form abandoned
– Depth of purchase
consideration
– Visit recency
16. Browse or Affinity Email Marketing
• Strategy:
– Remarket to visitors that
have browsed particular
site areas
• Web Analytics data
points:
– Pages viewed
– Sections viewed
– Articles viewed
– Products viewed
– Categories viewed
– Depth of visit
17. Post Purchase Email Marketing
• Strategy:
– Leverage order confirmation or
shipped emails to cross-sell
– Marketing specific messages
• Web Analytics data points:
– Products purchased
– Products viewed
– Categories purchased
– Categories viewed
– Lifetime purchase history
18. Retarget Searchers with Email Marketing
Remarketing email
Visitor Fallout
based on keyword
search and click path Convert
19. Key Takeaways – Email Marketing
Be personal, give value
and respect the customer
Automate email retargeting
Target smaller segments to
increase conversion
20. Thank you!
bjorn.elmberg@cybercom.com
+46-70-915 31 82
2009-11-15 20 e.g. name of the presenter
