Set Your Marketing in Motion: Integrated Strategies for Today s Market #MDRMIM
Maximizing Email the Backbone of Your Program Derek Fairfield, Leader, E-Marketing Solutions, MDR
Agenda Do marketers think email is dead? Do educators still look at email? What you need to be doing to survive
Email is a digital
80 Email is a digital workhorse 68% of marketers say that email is core to their business Salesforce/ExactTarget 2014 State of Marketing 66% of marketers say email delivers excellent or good ROI Econsultancy/Adestra Email Marketing Industry Census 2013
81 Digital marketing prevalence Digital marketing programs used regularly http://research.gigaom.com/
82 What Is email good for? Most effective at marketing objectives: Email http://research.gigaom.com/
83 Digital lead gen Which Marketing Channel Gets the Most Visitors? Conductor Infographic 4/2014
Digital lead gen: B2B companies Which Marketing Channel Gets the Most Customers? Social (14%) and Search (14%) are rated as most effective at lead generation. Email (13%) is another strong channel. PPC on the other hand, is only half as effective (6%) at generating leads but how many of those leads are qualified for you? Marketers say that Email produces the highest quality leads (40%) followed by Organic Search (36%) while Social & PPC are rated equally at 18%. Conductor Infographic 4/2014
85 Digital lead gen: E-Commerce, B2C companies Which Marketing Channel Gets the Most Customers? For e-commerce companies, 18% of customers come from Organic Search. Other customer sources are PPC (10%), Email (7%), and Social (1%) and they keep coming back. Conductor Infographic 4/2014 Customers from Organic Search remain customers 50% longer than average. Customers through PPC last 37% longer, and those from Email, 12%. Customers who arrived through Social lasted for the average amount of time, or less.
86 Digital lead gen Which Marketing Channel Gives You the Most Bang for Your Buck? When it comes to ROI, Organic Search & Email are rated as the best marketing channels. Conductor Infographic 4/2014
87 Mobile behavior trends Activities Performed at Least Once Each Day: Smartphone vs. Tablet
88 Mobile opens dominate platforms Opens by Environment Per Quarter: Q1 11-Q1 14 Data based on 4 billion opens across 5 million campaigns during 2011-March 2014. The yellow bar at the top represents opens in an undetectable environment. Undetected increased in 2013 Q4 due to introduction of Gmail image caching on proxy servers.
89 Mobile opens dominate platforms 41% of MDR database has utilized mobile
90 Survival tips Mobile friendly! Email design Landing page/site design Re-think the message and content Remember CRAP! Content Relevancy Action Personalization
91 Survival tips Love your leads. Nurture with content they display interest in Floss your teeth. Experiment! Learn!
Integrated Success Story! ABC Case Study: Test if multi-channel marketing yields stronger results than single channel email marketing The Objective Prompt a targeted list of principals and teachers to sign up for a free, preview copy of the Smarter Balanced Common Core test prep book or e-book
Test Set Up Control Group Single email blast (with Hot Leads trigger) 70,000 elementary school educators in odd zip codes Test Group Single email blast ( with Hot Leads Trigger) 70,000 elementary school educators in even zip codes Two sponsored emails under the WeAreTeachers brand Web advertising Social media marketing
94 The Results Test cell supported with sponsored email blasts under the WeAreTeachers brand and targeted web advertising had more than double the sign-ups (155% more) than the email only control group. Copyright MDR
95 The Results On emails alone, test cell emails with accompanying web ads performed 5% better in sign-ups than the control group during the same time period. 5% better Copyright MDR
96 The Results The social media marketing push to the WeAreTeachers Facebook, Pinterest, and Twitter channels had an extremely high conversion rate (above 80%) 80+% Conversion Rate Copyright MDR
97 The Results The sponsored WeAreTeachers email brought in additional signups and had a conversion rate more than 20% higher than the control group email push from ABC 20% Higher Conversion Copyright MDR
98 The Results The targeted web advertising campaign made 70,000 impressions to the test cell audience and had a strong 0.2% click-through rate double our average CTR across all web ad campaigns 0.2% CTR Copyright MDR
Results While the integrated strategy clearly lifted overall results, over 70% of signups came from the email channel 70+% Attributed to Email Channel Other Channels Email Channel Copyright MDR