An engaged audience will help cultivate brands, create loyal fans and increase revenue. This presentation shows 6 steps to be more engaged with your email audience.
2. Email Marketing
is not
Dead
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3. Bad Email Marketing
is, however
On Life Support
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4.
5.
6. A New Era
requires
A New Approach
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7. Engagement
Email
Marketing
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8. Wanted
becomes
Anticipated
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8
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9. Generic
becomes
Personal
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10. Spray and Pray
becomes
Lifecycle
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11. Offers
become
Solutions
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12. The Right Frequency
becomes
Subscriber Driven
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30. Research by marketing publisher
MarketingSherpa shows email subscriber
interest begins to disintegrate as soon as two
weeks after the opt-in, as measured by the
open rate.
Within two months, the open rate typically falls
20% to 25%.
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• •
• •
•
•
•
55 percent of UK companies in recent Return
Path study did not send welcome messages.
55. Cart Abandonment Reminder
Campaign
Big Results after One Month:
(compared to all previous email
campaigns)
48% lift Click through rate
129% lift in Net Conversion rate
Accounted for 10.4% of the total
revenue from email marketing
while representing only 2.7% of the
total email volume.
An exciting new era in marketing has arrived in which interacting and building relationships with customers and prospects is the key to delivering unprecedented ROI. Welcome to the age of engagement marketing. Today, I want to discuss seismic shifts in purchasing behaviour and the resulting need for marketers to respect the power of informed customers and embrace the need for a two-way dialogue with them. And I’ll be sharing insights on the most effective ways to do this.Session Title:“Engagement Marketing: Anticipation Instead of Interruption” Presenter: Will Schnabel—Vice President, International Markets, Silverpop Description: An exciting new age in marketing has arrived in which interacting and building relationships with customers and prospects is key to delivering unprecedented ROI. In this session, Schnabel will discuss the overwhelming need for marketers, in the consumer and B2B arenas, to shift their focus from traditional, one-way approaches to branding and lead generation, to programs that engage customers in a mutually beneficial two-way dialogue. He will also highlight some of the new and innovative strategies that enable successful engagement marketing programs.
National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
In this Facebook example, the recipient can verify that they want to post this email and adjust a few details of how the email posting will appear in their friends “News Feeds.” Each Social Network is a little different, but the all follow the general outline of this flow.
The ability of this email to reach additional recipients was significant – especially given the minimal time and resource required.
Payment reminders are very well received – “Every time an automated payment reminder is sent out, at least 50 customers reply with thanks that we reminded them”
Embracing a marketing philosophy that enables you to connect deeply with customers and prospects is a smart way to build brand loyalty and weather the current economic storm. And when the economy eventually rebounds, the benefits of engagement marketing will put you in a position of strength compared to your competitors.So, let’s talk about how we do this.
To be successful in this new world, it’s clear that we must embrace engagement marketing. But what exactly does that mean? While studies find that marketers recognise the importance of customer engagement, the latest “Online Customer Engagement Report” from Econsultancy found that fewer than half of organisations actually have a defined customer engagement strategy in place. How to go about establishing a deeper and more beneficial relationship with customers and prospects eludes most organizations.
The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
Engagement is different from targeting. Targeting is a one-way conversation in which you send messages you believe the customer will find relevant. Engagement marketing is a two-way interaction in which you ask customers to participate in the dialogue, therefore assuring that these customers are waiting to hear from you. Although targeted marketing is an essential part of any savvy marketing plan, it’s no longer enough. As customers gain more control over the brand, it’s imperative to engage them too.
- Web 2.0 Technologies- What, when, in what channel“Engagement” is more than just an industry buzzword; it is the cornerstone of savvy marketing. Along with Web 2.0 technologies that enable marketers to understand and communicate relevant messages, engagement makes it possible for marketers to cultivate vibrant brands, legions of loyal customers and fans, and ever-increasing revenues and marketing returns on investment. Engagement is a marketing approach that—in contrast to traditional brand and direct marketing strategies—allows a brand’s customers and prospects to shape the company’s marketing. People choose what messaging they will receive, and in what channels. Engagement marketing begins at the moment someone takes an action and initiates a dialogue, such as by signing up for an email program or reading a product review and requesting more information.
This welcome email is great!Not only does it include personalization and confirm email preferencesIt drives people straight back to the website with some useful tipsThey also ask recipients for feedback encouraging interaction from the start
Recipients can generate buzz and brand awareness when they post your messages in personal spaces where they have control and trust of friendspositive personal endorsement from a friend is the best possible introduction to your brand that you could hope for. Successful email marketers have learned to engage customers with timely and relevant communications that build these connections.