1 10 Online Marketing and Trends Guaranteed to Increase Your Success Reggie Brady (203) Regina Brady 2011 all rights reserved
2 Agenda Benchmarks and how do you rate? The impact of mobile on design Maximizing social for list growth & in s 5 triggered messages you should put in place Reactivation strategies The importance of customer reviews
3 Overall Benchmarks Q2-11 Conversions based on clicks 3.16% (up from Q1-11) Epsilon Q2-11 Trends and Benchmarks a study of 7.1 billion s sent by Epsilon across multiple industries for around 150 clients
4 Overall Benchmarks Epsilon Q1-11 Trends and Benchmarks a study of 7.1 billion s sent by Epsilon across multiple industries for around 150 clients
5 Benchmarking Maturity Class Best-in-Class Top 20% Industry Average Middle 50% Laggard Bottom 30% Mean Class Performance for 21% average year-over-year improvement in revenue 11% average year-over-year improvement in click-through rates 2% average year-over-year improvement in revenue 2% average year-over-year improvement in click-through rates 2% average year-over-year decline in revenue 1% average year-over-year decline in click-through rates How do you rate? Aberdeen Research Marketing: Customers Take It Personally 12-10
6 Your CEO doesn t care about opens
7 Differentiate Process from Business Metrics Process Opens Bounces Delivered Clicks Business Revenue/Orders Downloads/Demos Qualified Leads Retention Cross channel activity
8 Your mission: beat the competition I ll share some ideas to keep you ahead of the pack
9 design must take mobile into account
10 Mobile devices and Last October fewer than 9% of s were read on a mobile device Today between 16% and 20% are read on a mobile device Forecasts indicate that >50% of computing devices sold in 2011 globally will be smart phones and tablets You need to re-think design for the small screen or be left behind *Deloitte s 2011 Technology, Media and Telecommunications
11 Advice for re-design KISS - stick with your offer, create something actionable Don t waste valuable real estate on a tiny screen with clutter Proper coding will enable your message to be seen on iphone, Droid, Blackberry. Avoid slow download times Use short subject lines
12 Advice for re-design Width must be compressed Less than 500 pixels Columns no more than 2 Put the most important information to the left The top 2 3 inches is valuable Put click to view and click to view mobile at top Headers should be short no more than 120 pixels in height Move forward to a friend, social icons and add to address book below top of the message Use text links, in combination with image links The fat finger issue
13 Mobile Rendering a handy tool If a rendering check is not provided by your ESP, Litmus.com offers this capability starting at $50 per month for 29 different environments.
14 2 columns Easier to read on screen Allows for easy organization of content If many of your subscribers read s on mobile, you may want one column at least near the top.
15 2 columns Easier to read on screen Allows for easy organization of content If many of your subscribers read s on mobile, you may want one column at least near the top. If this was displayed on a mobile device, readers would see the upper left text, but may not see the picture of the waffle breakfast sandwich.
16 Co-op 2012 Maximizing social for sign-ups and within
17 Social can be a big gorilla Plan to integrate your and social strategies Today most marketers have yet to get a return on investment with social but it s coming BtoB 11% see a direct ROI BtoC 15% see a direct ROI Source: White Horse, B2B Marketing Goes Social,
18 Exploit your social presence Promote your program Kentucky Fried Chicken created a separate area on Facebook with an sign-up widget 3% of all sign-ups now come from Facebook These sign-ups have 70% higher opens and CTRs Post or tweet offers or content from your programs Promote social via and via social to grow your list Sherpa 2/15/11
19 Exploit your social presence to grow your list Moosejaw Mountaineering
20 Consider a social sign-up option Allow people to sign up with their social credentials A recent study found 90% opted for regular sign-up and 10% used Facebook Connect Source: Janrain company blog
21 Consider a social sign-up option The data you collect is amazing!
22 Consider a social sign-up option Why? Major implications for e-commerce!
23 Registration and sign-up Facebook Connect
24 Some marketers consolidate social media icons with forward to a friend Embrace social in your s
25 Embrace social in your s Create special s to encourage social participation Subject line: Now You Can Follow Us on Facebook and Twitter!
26 Embrace social in your s Does an excellent job at explaining why people should follow them on Twitter. Share photos of you in your favorite looks by The Limited
27 Where to put social icons Florida Power & Light tested the location of sharing icons. They found a 42% increase in click rate after sharing was placed after the story.
28 Where to put social icons Florida Power & Light then tested including icons for both and Facebook. Average social click-throughs moved from.85% to 2.07% of total clicks - a 144% increase in social engagement.. Chad White Smith-Harmon
29 Co-op Triggered Messaging Campaigns to add to Your Arsenal Today!
30 Relevance The days of batch and blast are over Relevant s that make each customer feel special will provide more leverage and sales Triggered messages are a great way to personally touch your audience
31 Trigger #1: browsed, but didn t buy Trigger sent if customer views at least 3 products but does not buy. Incentive to purchase Address possible customer service issues 30% open rate and 6% CTR along with increase in live chat usage S&S Worldwide Must Have Triggered Campaigns for Every Business 1-10
32 Trigger #2: birthday messages Subject Line: Happy Birthday Get 10% Off Your Next Flight Results: 50% open rates Revenue per 360% higher than average fare sale Alaska Airlines
33 Trigger #3: cross-sell in order confirmation Additional selling in message Subject Line: Order Confirmation # Like top navigation & You May Also Consider Dynamic population of items that complement purchase Observes 80/20 rule with most of the message referring to transaction
34 Trigger #4: order review request Purchases featured Sent 3 weeks after purchase Nice way to drive site involvement
35 Trigger #5: abandoned cart My favorite you can recoup up to 15% of lost sales Most marketers see up to 50% of carts abandoned Consider: sending a series including a product picture no discount in first
36 Trigger #5: abandoned cart You could sweeten the offer, like the here I like sending a series and NOT including a discount in the first Opens Clicks Conversion % Revenue per No offer 15% 12% 1.8% $3.20 Offer 17% 13% 2.9% $3.29 Experian CheetahMail- The Remarketing Report 2/10
37 Trigger #5: abandoned cart Including a picture of the product left in the cart is a consideration. Opens Clicks Conversion % Product shown 63.8% 28.8% 2.9% No product but link to cart 53.5% 24.9% 1.4% Log in to see your cart 45.1% 17.1% 1.3% Experian CheetahMail- The Remarketing Report 2/10
38 Abandoned cart s work! Experian CheetahMail- The Remarketing Report 2/10
39 One company s experience with triggered messages Annual volume Annual sales *Carolyn Nye- S&S eroi Virtual Trade Show 11/11/10
40 Co-op 2012 Re-engagement Strategies
41 Create a win back plan Up to 50% of most lists are inactive and have not opened or clicked in months. Win them back before it s too late!
42 Reactivation An important reason to care! ISPs are starting to measure non-openers It affects your reputation A large volume of inactive recipients is considered junk by ISPs. Long-term inactive addresses can turn into spam traps. Remember, your most active subscribers generate all your traffic and revenue Inactives do NOT help you reach business goals and you are paying to send to them. Your metrics are distorted if you have a significant number of inactives.
43 Reactivation And it is costing you money! The financial costs of inattention
44 Reactivation Cisco Win Back Campaign Huge database but, only 25% were active - Some hadn t been active in 3 to 6 years - Some didn t have clear opt-in flag - Decided to test 14.5% of inactives Segments and offers to capture updated info: - VPs and above - $25 Starbucks gift card - Directors & Managers white paper - Directors & Managers no offer Results: - VPs Opens 17.1%, CTR 7.6%, Conversions 6.1% - White paper Opens 12.1%, CTR 2.0%, Conversions 1.4% - No offer Opens 18.3%, CTR 6.5%, Conversions 3.9% Sherpa
45 Reactivation Bed Bath & Beyond Win Back Campaign Decreased frequency for inactives from 7x per month, to 5x per month and eventually to 1x per month
46 Reactivation Bed Bath & Beyond Win Back Campaign Finally, they send a repermission specifying a date when they would stop sending s without subscriber permission.
47 Reactivation HP Win Back Campaign Subject line: [First Name], here's one last chance to claim your 5% discount.
48 When all else fails Remove dead addresses your metrics will also improve
49 Re-engagement of past purchasers Subject Line: We Miss You Come Back for 30% Off Your Next Flight Entice non-flying members to book. Tested offer vs nonoffer. Results compared to usual promotions: - Opens 55% higher - CTR 75% higher - Revenue per 564% higher Alaska Airlines
50 The Importance of Online Customer Reviews and How to Leverage them
51 Customer Reviews Reviews are altering how consumers make purchase decisions Reviews will increase conversions Online shoppers are often willing to spend more for highly rated products Plus, page views increase and customers say they feel more satisfied with their shopping experience when it includes customer reviews Forrester Research says that 87% of consumers tend to write reviews when they have something positive to say.
52 Customer Reviews Conversions go up SEO traffic goes up Returns go down Customer satisfaction and brand trust increase Reviews are a fundamental tool where customer conversations become powerful content.
53 Customer Reviews Customer Reviews encourage site purchases. If you have them on your site try including them in some s. Subject line: Shop Dell's Top-rated Products Consider highlighting reviews in your subject line. Dell found if a shopper spent time with site reviews, conversions doubled. (BazaarVoice)
54 Customer Reviews A review capability need not be expensive AlpacaDirect.com, a small business, works with PowerReviews and pays $80/month. Results: Sales grew by 23% for those items that had positive reviews CNN.com 9/28/09
55 Any questions? Thank you!
56 Contact Info Reggie Brady Marketing Consultant (203)
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