Given that most marketers have limited resources, budget and time, where should your team focus its energies in 2010 to maximize ROI and have email play a more significant role in your company's success? This Webinar covered 3 key areas that email marketers will need to focus on in 2010, or risk seeing more sophisticated competitors pass you by: Leverage the Data Engage With Customers/Subscribers Automate and Optimize

1. Your 3 “Must Dos” for Email Marketing in 2010

2. Speakers Richard Evans Senior Manager, Product Marketing Silverpop Moderator Loren McDonald VP, Industry Relations Silverpop

3. Email Has Been “Easy Pickens,” Like…

4. …but…it is getting tougher.

8. Real-time expectations

9. Multiple Inboxes Web Browser Web Version PC client Mobile Client Social Network RSS Feed

10. So 3 Must Dos in 2010 Leverage the Data Engage With Customers/Subscribers Automate and Optimize

11. Buckle Up!

12. Leverage the Data

13. It is all about the data… Collect Observe behavior Act

15. Age-based content/offers

17. Preference Centers

18. Why Preference Centers?

19. Preference Center Touch Points

20. Society of London Theatre

21. Targeted communications based on age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate

22. Sky Europe – Sign Up

25. Capture Only Data You’ll Use

27. 13.8% CTR

28. 10% higher conversion rate

30. Maintenance Follow-Up Survey Determine whatis working

31. Engaging With Surveys Surveys Move-In (day-14) 5 Month (day-150) Move-out Maintenance Follow-up Objectives Build Good Will Identify Issues Identify Net Promoters Results 25% Participation Increased Satisfaction Irvine Company

32. Leverage Behavioral Data

34. Semi-Active – Buying, opening and clicking occasionally

36. Semi-active – Opening and clicking occasionally

38. 7% Click through rate

40. Engage With Customers/Subscribers

41. Manage Expectations

42. Subscriber Expectations Privacy/Permission Brand Other communications Content Frequency Format Subscription management Relevance and personalization

43. Welcome Emails

44. Within two months of opt-in, the open rate typically falls 20% to 25%. Source: MarketingSherpa

45. Bring the Flowers

48. Single email

49. IT Generated

50. No marketing messaging

51. HTML

52. 2-part email series

53. Marketing generated

54. Promotions, education75% increase in conversions

55. Create content that is shareworthy

56. Social Email is the New Viral

57. Share to Social/SWYN in Email Increased views, clicks Reach new audience Obtain new subscribers Viral buzz Increased ROI Most valuable sharers

58. “Dough” + Valentine = Shareworthy

59. Content that is Engaging & Human

60. Unexpected content

61. Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.

62. Email That Educates & Sells

63. I’m Too Sexy for My Subject Line

64. Like, Awesome Dude!

67. 25% to 80%+ of your list is “inactive”

68. Don’t Wait, Be Proactive

69. Dell Reengagement Email

70. Re-engagement Series

71. Re-engagement Series Results Performed abysmally (not unexpected) 5.8% Open rate 1.8% click through rate 1-2 orders per fiscal quarter So why bother…

72. Verifies email address is no longer of valueandImproves list quality / deliverability

73. Deliverability Reputation

74. The future of deliverability is managing reputation at the individual level.

76. ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned

77. Reputation

78. If you have a good reputation in the eyes of the ISPs your mail will be delivered

79. Authentication

80. ISPs use Authentication to help reduce false-positives

81. Blast and Spray

82. All emails were welcomed by ISPs and consumers

83. Whitelist & Blacklist

84. ISPs incorporate basic spam filtering techniques to thwart spamISPs will continue to adapt their filters and other technology to mirror end user preferences The progression of spam filtering Source: Pivotal Veracity

85. 20 Emails in 22 Days Free Shipping 20% off $5, $10 off

87. Value-Added Message Streams Notifications Alerts Reminders Aggregators Confirmations Updates Closeouts …and more

88. Wine of the Day - Cadence

89. Provide alternatives to leaving

91. Irrelevant Content/Offers

93. 3 Key Options

94. Automate and Optimize

95. Why automate?

97. Automation to the rescue!

98. Use Triggers: Cart-Abandonment/Reminders/Etc

99. Swatch Order Reminders

100. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates Average Order Value is 53% HIGHER

101. Cart Abandonment Emails 52% Open Rate 27% CTR

102. Click-Through Rates that are 350% higher than broadcast email rates Average Order Value is 10% HIGHER Conversion rates 50% higher than broadcast

103. Send Time Optimization

104. Time Variables Are Endless

105. Send Time Matters Most… Because we are all individuals

106. The Right Time Of Course Is… …when each individual recipient is most likely to respond: The time when they consistently open and act on your emails.

107. For Silverpop Clients

108. Send Time Optimization Results The Test: Group 1 received emails at 9am Group 2 received emails based on the time of their last open. Results: Open rates increased 6% Total revenue generated increased 52% Average value per order grew 47%

109. Manual Approach Export your email data from a recent send Group recipients by their open time Test your next send 50% get the email at the standard time 50% get it at the hour of day they last opened

110. Transactional Messages – Leverage Non-Marketing Emails

111. Marketing Content in Transactional Messages - Benefits One Silverpop client estimates that email is 64 X cheaper than a phone call Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008 n=200 email marketers, US

112. Transactional Email Can Engage Too

113. The Old IT Approach

114. Dynamic Promotional Content Based On Purchase More real estate? More offers!! Customized cross-sell offers

115. Promotional Content Doesn’t Have to be Customized Main message clearly communicated in subject line and top of message Great HTML Layout Order details Same promotional content reiterated

116. Landing Pages

117. Email without a well-designed landing page/Web site is like…. …a day without revenue or conversions.

119. Bulleted copy covers key information

120. Pricing info in large graphical button

121. Simple form – just what’s needed

123. Only 40 percent of email marketers test their campaigns on a regular basis. Jupiter Research, 2008

124. …those who did were rewarded by an average 25 percent improvement in response rates. Jupiter Research, 2008

125. Are you leaving money on the table?

126. Example - College Colors Day Promotion Stamps.com team debated using image of a fan in the email VS.

127. Real-time Content Testing A/B image-based assets are served in real time When winner is determined, winning asset served to all recipients VS.

129. Go for it!

130. Resources / Contact Information

131. Resources Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html Many presentations on SlideShare www.slideshare.net/Silverpop

132. Next Webinar January 21 2 pm ET/11 am PT Tentative Topic: Video and Email

133. Contact Information / Q & A Richard Evans, Silverpop revans@silverpop.com Twitter: @rlevans Twitter: @silverpop Loren McDonald, Silverpop lmcdonald@silverpop.com Twitter: @LorenMcDonald Twitter: @silverpop

134. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com