EMAIL MARKETING IT STILL WORKS!
AGENDA Why Is Email Important? How Do I Use It Effectively? What s Shiny And New?
Why is email important? We have so many other channels
EMAIL IS THE BEST 1-TO-1 CHANNEL In retail, your customer can be very anonymous Email 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?
HUGE CONTENT VEHICLE Content strategy is crucial to effective marketing. Email is a direct channel to facilitate content strategy. Messaging, photos, links to videos, and links to downloads are all available in a direct message.
EMAIL DRIVES ROI 66% of marketers say that email drives excellent or good ROI Of the marketers that run user tests on their email, 74% report excellent or good ROI source: Econsultancy/Adestra Email Marketing Industry Census, 2012.
How do I use it effectively? It seems complicated
GREET CUSTOMERS AT THE DOOR Welcome emails create a great first impression Subscribers most engaged in first 48 hrs. Set their expectations Reward them Don't stop at 1 Confirmation email fill in your profile, confirm you want to join Welcome message reward, messaging, links Welcome series release exclusives or offers over period of time
LET THEM TELL YOU WHAT THEY WANT If users tell you what they are interested in, listen Send event-focused emails 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 email ROI as excellent or good compared to those who do not use even basic segmentation, nor have plans to do so. econsultancy email marketing industry census, 2012
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 emails? Send them something that expands on the topic. If they haven't opened your email, re-engage them. Triggered emails are the simplest way to achieve timeliness and relevance of email communication. Andrew Campbell, Managing Director, 20:20 Dialogue
MORE ISN'T ALWAYS MERRIER Large but inactive lists create bad metrics Why pay to email 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
KEEP ANALYZING AND TESTING! Send emails 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 Email Marketing Industry Census, 2012.
What s new for email? Can you teach an old dog new tricks?
MOBILE DESIGN Responsive design Liquid layouts (InDesign feature) Mobile-friendly source: Litmus Market Share Reports, March 2013
SOCIAL INTEGRATION Social sharing in emails Email sign up on Facebook Facebook login for sign up
REMARKETING TO RECIPIENTS Show display ads to those who've opened your email Reiterate the event or promotion to those who are most likely to attend Increase message frequency without wasted impressions Consumers who are retargeted via email and display convert at rates nearly 100% higher than consumers who only receive an email. Scott Jones, Director of product marketing and partner strategy, Responsys.
GMAIL PROMOTIONS TAB Marketers black hole? Drop in promotional emails being opened: 1%
GMAIL PROMOTIONS TAB Gmail planning to advertise within the messages in promotions tabs Seamless, Groupon response: drag emails 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
RECENT STATS Nearly 1 in 3 emails sent in Q1 2013 were opened the highest number in recent history Nearly 1 in 2 triggered emails sent in Q1 2013 were opened Mobile phones and tablets account for 41.1% of US Email opens
RESOURCES www.litmus.com www.teachtofishdigital.com www.emailmarketingrules.com Email Service Providers Campaign Monitor Exact Target Mail Chimp Responsys Blue Hornet
Thank You! Lisa Wieting Lisa@cohnmarketing.com @lwieting