MARKETING IT STILL WORKS!

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1 MARKETING IT STILL WORKS!

2 AGENDA Why Is Important? How Do I Use It Effectively? What s Shiny And New?

3 Why is important? We have so many other channels

4 IS THE BEST 1-TO-1 CHANNEL In retail, your customer can be very anonymous provides a channel for speaking directly to them Allows you to tailor messages to the consumer Remind them of the other ways they can connect with you Include the latest Facebook post that received a lot of engagement. Are you running a Foursquare special? Can they sign up for SMS messages and coupons?

5 HUGE CONTENT VEHICLE Content strategy is crucial to effective marketing. is a direct channel to facilitate content strategy. Messaging, photos, links to videos, and links to downloads are all available in a direct message.

6 DRIVES ROI 66% of marketers say that drives excellent or good ROI Of the marketers that run user tests on their , 74% report excellent or good ROI source: Econsultancy/Adestra Marketing Industry Census, 2012.

7 How do I use it effectively? It seems complicated

8 GREET CUSTOMERS AT THE DOOR Welcome s create a great first impression Subscribers most engaged in first 48 hrs. Set their expectations Reward them Don't stop at 1 Confirmation fill in your profile, confirm you want to join Welcome message reward, messaging, links Welcome series release exclusives or offers over period of time

9

10 LET THEM TELL YOU WHAT THEY WANT If users tell you what they are interested in, listen Send event-focused s to those who want it Promote sales to those who've asked for it Location specific Companies who are practicing basic segmentation are 95% more likely to rate ROI as excellent or good compared to those who do not use even basic segmentation, nor have plans to do so. econsultancy marketing industry census, 2012

11 THE WONDERFUL THING ABOUT TRIGGERS Birthday rewards are always appreciated Gender relevant holiday? Send mother's day reminders to men who's birthday is before a certain year. Have they clicked on a specific section in multiple s? Send them something that expands on the topic. If they haven't opened your , re-engage them. Triggered s are the simplest way to achieve timeliness and relevance of communication. Andrew Campbell, Managing Director, 20:20 Dialogue

12 MORE ISN'T ALWAYS MERRIER Large but inactive lists create bad metrics Why pay to those who aren't interested? Keep your list clean with re-engagement and churn practices DON'T BUY LISTS! If you need to reach a new audience, go through a partner Data integrity is of huge importance here. With fewer people doing regular list cleansing, this raises concerns. Morgan Stewart, Co-Founder and CEO, Trendline Interactive

13 KEEP ANALYZING AND TESTING! Send s at different times on different days to determine what's right for your audience Do A/B split testing of your subject line, from name and content, design, CTA, you name it! Are subscribers from your site "better" than those from Facebook? source: Econsultancy/Adestra Marketing Industry Census, 2012.

14 What s new for ? Can you teach an old dog new tricks?

15 MOBILE DESIGN Responsive design Liquid layouts (InDesign feature) Mobile-friendly source: Litmus Market Share Reports, March 2013

16 SOCIAL INTEGRATION Social sharing in s sign up on Facebook Facebook login for sign up

17 REMARKETING TO RECIPIENTS Show display ads to those who've opened your Reiterate the event or promotion to those who are most likely to attend Increase message frequency without wasted impressions Consumers who are retargeted via and display convert at rates nearly 100% higher than consumers who only receive an . Scott Jones, Director of product marketing and partner strategy, Responsys.

18 GMAIL PROMOTIONS TAB Marketers black hole? Drop in promotional s being opened: 1%

19 GMAIL PROMOTIONS TAB Gmail planning to advertise within the messages in promotions tabs Seamless, Groupon response: drag s to into primary tab Some feel this is a benefit because it grabs attention for an audience more receptive Web Cash Day: thread featuring tricks

20 RECENT STATS Nearly 1 in 3 s sent in Q were opened the highest number in recent history Nearly 1 in 2 triggered s sent in Q were opened Mobile phones and tablets account for 41.1% of US opens

21 RESOURCES Service Providers Campaign Monitor Exact Target Mail Chimp Responsys Blue Hornet

22 Thank You! Lisa

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