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Recession Proof Email Marketing (OMS Chicago 2009)

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Bronto Software
Bronto Software

Recession Proof Email Marketing presentation from the Online Marketing Summit (OMS) in Chicago

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RECESSION PROOF EMAIL MARKETING Online Marketing Summit Chicago 27 May 2009
DJ Waldow @djwaldow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Saving the World in 45 Minutes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Flickr Photo: a2gemma
The Good News ,[object Object],[object Object],[object Object]
The Bad News ,[object Object],[object Object],[object Object]
HUH?
Good News Email is cost effective “ Discussions with marketers and vendors indicate that CPM sending costs are at their lowest levels in years” Forrester (2009)
Good News Email is cost effective ,[object Object],[object Object],$488 million % of email marketers who agreed email is the most cost-efficient marketing tool at their company Forrester (2008) 66%
Good News Email has a killer ROI *more than 2x search and other marketing channels DMA And Reality… Year ROI 2008 $45.06 (actual) 2009 $43.52* (proj) 55% of respondents expect ROI from email to be higher than any other channel. Datran Media (2008) Perception…
Good News Anyone can send email 47% of marketers planning to boost their traditional marketing budgets this year Aberdeen Group (2009)
Good News Anyone can send email ,[object Object],158 billion (2008) 258 billion (2013) Forrester (2008)
Good News = Bad News Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)
Good News = Bad News ,[object Object],[object Object],Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)
[object Object],[object Object],[object Object]
 
 
The Secret to Successful Email Marketing
The Secret to Successful Email Marketing Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
The Secret to Successful Email Marketing "I DELETE ALL OF THAT JUNK EMAIL!" But wait. Many consumer are saying…
The Secret to Successful Email Marketing THE PERFECT EMAIL IS LIKE THE PERFECT MEAL
Timely
Timely
Targeted Flickr Photo: biskuit
Targeted
Relevant
Relevant
Relevant
Relevant
Subscribers Who’ve Asked
Subscribers Who’ve Asked
Subscribers Who’ve Asked
Subscribers Who’ve Asked
Subscribers Who’ve Asked ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other Thoughts… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Follow Up ,[object Object],[object Object],@Bronto Blog.bronto.com @djwaldow [email_address]

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Recession Proof Email Marketing (OMS Chicago 2009)

  • 1. RECESSION PROOF EMAIL MARKETING Online Marketing Summit Chicago 27 May 2009
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  • 9. Good News Email is cost effective “ Discussions with marketers and vendors indicate that CPM sending costs are at their lowest levels in years” Forrester (2009)
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  • 11. Good News Email has a killer ROI *more than 2x search and other marketing channels DMA And Reality… Year ROI 2008 $45.06 (actual) 2009 $43.52* (proj) 55% of respondents expect ROI from email to be higher than any other channel. Datran Media (2008) Perception…
  • 12. Good News Anyone can send email 47% of marketers planning to boost their traditional marketing budgets this year Aberdeen Group (2009)
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  • 14. Good News = Bad News Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)
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  • 19. The Secret to Successful Email Marketing
  • 20. The Secret to Successful Email Marketing Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
  • 21. The Secret to Successful Email Marketing "I DELETE ALL OF THAT JUNK EMAIL!" But wait. Many consumer are saying…
  • 22. The Secret to Successful Email Marketing THE PERFECT EMAIL IS LIKE THE PERFECT MEAL
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