Eec10 Critical Email Prospecting Strategies For 2010 Worldata

Email Evolution Conference 2010
What’s Working Now in Direct
Marketing

Jay Schwedelson

JayS@Worldata.com – For Slides and our Q1
Email Pricing Whitepaper

List Procurement
Data Warehousing
Data Hygiene
Email Services
International Data Prospecting
Web Media Buying
Best Practices
For Over 400 Leading Companies…

What we do…

Creative:
Text Based Links vs. Image
Based Links
•74% of all emails sent will have images
blocked by default.
•66% Consumer
•82% B2B
•What does this mean to you?

Worldata Research Summary 2009

Creative:
Text Based Links vs. Image Based Links

IMAGE BASED LINKS: Links
that are graphics and not text
that is hyperlinked

Source: Worldata Email Usage Study Q4 2009

Creative:

SO WHY DOES
THIS MATTER?


Creative:

Because these
three links
generate 83% This image
of all the click- based linked
throughs in only generates
email 9% of all click
messages sent throughs


Citrix
Great Email! Blocked
but the offer comes
through and the overall
structure is still in place


Creative:

SO WHY DOES THIS
MATTER?
This is the same email
This is what
74% of your
recipients see
by default

Creative:

TEXT BASED LINKS: TEXT LINKS vs. IMAGE LINKS
Links that are text that
are hyperlinked
TEXT LINKS out pulled IMAGE
LINKS 3-1


APPLE EXAMPLE:
The Right Way


BEST BUY: ALL IMAGE LINKS


Creative:
SMART PHONES and Your Campaign

View on a PDA


Creative:

View on a PDA

48% of Technology
Decision Makers read
more than half of all email
on Smart Phone Devices.
Source: MarketingSherpa


Creative:

View on a PDA

‘View on PDA’ in similar
campaigns was the 3rd
most clicked on link
within message (11% of all
clicks)


Creative:


Tips that make a difference…

DID YOU
KNOW?
16% of all
click-
throughs will
occur AFTER
the event
date of your
offer has This matters on
BOTH your landing
occurred! page and email
messages – images
must continue to be
hosted long after
campaign

Understanding what your recipients are trying to tell you…

Top 3 Links Clicked:
Product / Click Here 29%
Logo / Brand 14%
Format Issue Link 12%

Source: Worldata Email Usage Study Q4 2009 Source: Worldata Email Usage Study 2009

Segments as Personalization

•Having a segment used in the subject line has
generated an increase in open rates of 42%
• Enterprise IT Security Whitepaper
• Government IT Industry Report
• For CFO’s Only – Exclusive Summit
• Q4 Retail Report – Offer Ends Today


Date in Subject Line
•Having a date or specific time period in the subject
line has generated an increase in open rates of 39%
• Offer Ends Friday
• 2 Days Left
• Offer expires today
• Offer ends October 22


Segmentation
• How Can I Segment Beyond Title, Job Function
and Industry?

 Omit Domains: Hotmail, Yahoo, AOL, etc
 Setup a remail to ‘clicks’ or ‘opens’ only
 Target by ‘role change’ or ‘up the corporate
ladder’ selects

 Call AFTER Click– BEST PERFORMING TEST


Follow up email
Critical to drive overall response rates up


What Happens After The Click?

You must go through and register yourself.
Is the process simple?

Clear your cache and cookie file prior to testing
so you can see what everyone else will see.


Every Campaign is the Chance To Improve

Commit to making at least one change in each campaign

I need to change my from name.

I need to change my subject line.

I need to change specific words in my copy.

I need to decrease content and simplify.

I need to increase clickable areas or clicks.

I need to highlight actionable items more.

I need to change my offer.

Date in Subject Line

• Having a date or specific time period in
the subject line has generated an
increase in open rates of 38%
• Offer Ends Friday
• 2 Days Left
• Offer expires today
• Offer ends October 22


Oh, one more thing on your
way out…

Why they leave is as important as why they join

• Top Reasons For Unsubscribing:

•38% - Frequency of Emails
•23% - Lack of relevance
•12% - Didn’t know they were subscribed
•27% - Other


• Last Chance Option Results:

8% of ‘Option
Receivers’ elect NOT to
remove themselves
when asked


Are ‘Social’ people good
targets for email?

How does a heavy social media
user translate to email?

 Individuals who use Facebook or Twitter at
least 1x per week are 38% more likely to
open a 3rd party email promotion

 Individuals who log into LinkedIn at least 1x
per week are 37% more likely to open a 3rd
party email promotion


Targeting By Email By Social Interactions

 Microsoft Office 2010 –
the Outlook Social
Connector
 Example: You can email
LinkedIn connections
directly from your inbox
 KEY TARGETING:
◦ Market to those business
contacts who have a LinkedIn
account. This element is
becoming more widely
available (Twitter Handles also
becoming more available as a
selectable element).


• Can you grow your business this way?
• Do you have a facebook page? A Twitter account?
• This is your first step…

You Have 5 Days To Respond…

• When someone subscribers, registers or
provides email data to you in any other way
you have 5 days to send a follow up email
acknowledging this event.

• After 5 days your ‘remove rate’ will increase
150%

• After 5 days your ‘lifetime value’ for that
individual will drop by over 50%


New Ways to Segment
That Really Works

• How Can I Segment Beyond Title, Job Function
and Industry?

• Omit Domains: Hotmail, Yahoo, AOL, etc
• Setup a remail to ‘clicks’ or ‘opens’ only
• Target by ‘role change’ or ‘up the corporate
ladder’ selects

• Call AFTER Click– BEST PERFORMING TEST

Applying Traditional Methods Online

Gmail Users Have Higher Credit Scores than Yahoo Mail Users October 18th, 2009

• Does your email address reveal something about your
credit score? According to Credit Karma, an online
credit checking service, it might.

• The company has taken data from its users and split it
up by email address, finding that Yahoo Mail users
have the lowest credit scores of all. Bellsouth and
Comcast users have the highest credit ratings, while
Gmail users rank third. MSN, Hotmail and AOL users
take 4th, 5th and 6th position respectively.

What day is it?
What time is it?
Does it matter?

Day, Time, and Other Key Areas to Consider

Never send an email out after 4pm EST

Allow at least two weeks out from event date

Final reminder emails should be sent 2-3 days
prior to event

Test Mondays if you have avoided them in the
past

Test 8am campaign deployment

Who is Mobile Marketing Working for?
– MMS: Multimedia Message Service
• MMS mobile marketing can contain a timed
slideshow of images, text, audio and video
• Nearly all new phones produced with a color
screen are capable of sending and receiving
standard MMS message, with the notable
exception of the iPhone.
– SMS: (Short Message Service): Basic Text
Messages. SMS has become the most popular
branch of the Mobile Marketing industry with
several 100 million advertising SMS sent out every
month in Europe alone
– Location Based Services (LBS) are offered by
some cell phone networks as a way to send
custom advertising and other information to cell-
phone subscribers based on their current location.
Explicit Opt-In is a ‘MUST’. Be very wary of any list
provider who says they have an ‘Opt-In’ list of mobile
contacts.
Have you ever opt-in to mobile solicitations?

Which Subject Line Will Work The Best?

Select 10% of the file you
plan on mailing and divide
that audience into 2 groups.
– Have each group receive
different subject lines.
Wait 24-hours for Open
and Click data and roll-
out with top performer.

Offers That Work – B2C Campaigns

Top 4 Offers Targeting New and Existing
Customers via Email: Q4 2009

• Free Shipping
• Invite Only Events
• Discount off next purchase
• Gift with purchase

Worldata Research Summary 2009

Offers That Work – B2B Campaigns
Top 4 Offers Targeting New and Existing
Customers via Email: Q4 2009

• Whitepaper (Not as strong as previous qtrs)
• 3rd Party Content Report
•(fastest growing in terms of response rates)
• Product Discount
• Web Based event
• (physical events dropped significantly in last 3 qtrs)

Top 3 Links Clicked:
• Product / Click Here 28%
• Logo / Brand 16%
• Format Issue Link 12%

Source: Worldata Email Usage Study 2009

Reporting During Registration Process

Source: Fresh Address

Day of the Week Increase of
35%
42% since
2006
30%
27%
26%
26%

25% 23%

23%

20%
R eads
C lic k s

15%
14%
12%

10%

5% 5%
4% 4%
5% 3%
2% 2%

0%
ay

ay

ay
y

ay
y

y
da
da

id a
sd

sd

rd

nd
es
on

ne

tu
ur

Fr

Su
Tu

Sa
M

Th
ed
W

Source: Worldata Email Grouping Study 2009

Campaigns take 48 hrs to be
delivered under normal
Time of the Day circumstances. Time of day is not
35%
a critical component.

30%

30% 30%
28%
25% 27% 27%
26% 26% 26%
24% 25%
23%
20% 22%
R eads
20%
C lic k s
15%
15%

10%
6%
5% 5% 5% 5% 5% 5%
3% 4% 4% 4% 4%
5% 3%
2%

0%
6 :0 0 AM

7 :0 0 AM

8 :0 0 AM

9 :0 0 AM

1 0 :0 0 AM

1 1 :0 0 AM

1 2 :0 0 PM

1 :0 0 PM

2 :0 0 PM

3 :0 0 PM

4 :0 0 PM

5 :0 0 PM

6 :0 0 PM

7 :0 0 PM
Source: Worldata Email Grouping Study 2009

Researching Your Target Audience
Where Do You Find This Data About Your Audience?
Quantcast.com - Look up the sites with the greatest traffic in your
niche on Quantcast. This will tell you a TON about your audience,
including:
• Age
• Sex
• Ethnicity
• Income
• Education Level
• Kids/No Kids
• Passers-by, Regulars, Addicts
• What other sites do they visit?
• What keywords are they searching for?
• What other sites have similar audiences?

Eec10 Critical Email Prospecting Strategies For 2010 Worldata

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Eec10 Critical Email Prospecting Strategies For 2010 Worldata