Growing Customer Relationships with Email Marketing

1. Growing Customer Relationships with Email Marketing Chris Sietsema Director, Interactive Marketing Off Madison Ave

2. Creating Relationships <ul><li>You Want To Go Where Everybody Knows Your … Interests, Wants, Needs </li></ul>Source: rob.dunfrey

3. <ul><li>An Extension of Your Unique Identity/Brand </li></ul>Creating Relationships

4. Creating Relationships <ul><li>Delivering Value & Meaning Always </li></ul>Source: procsilas

5. Creating Relationships <ul><li>Retention, Not Acquisition </li></ul>

6. Anatomy of an Email From Name Subject Line Pre-Header Body Link Tracking Unsubscribe Physical Address Header

7. Using a Template

8. Using a Template

9. Using a Template

10. Using a Template

11. Email Malpractice <ul><li>CAN SPAM Clearly Defined </li></ul><ul><ul><li>Physical Address </li></ul></ul><ul><ul><li>Unsubscribe Option </li></ul></ul><ul><ul><li>No Deception </li></ul></ul><ul><ul><ul><li>Your From Name </li></ul></ul></ul><ul><ul><ul><li>No Funny Subject Lines </li></ul></ul></ul>

12. Email Malpractice <ul><li>Image-Based Email Messages </li></ul>

13. Email Malpractice <ul><li>Image-Based Email Messages </li></ul>

14. Email Malpractice <ul><li>Dead Images </li></ul>

15. Email Malpractice <ul><li>Lack of Testing </li></ul>"If you can not measure it, you can not improve it." - Lord Kelvin

16. Email Malpractice <ul><li>Delivery Overload </li></ul>

17. Email Malpractice <ul><li>Why People Unsubscribe </li></ul><ul><ul><li>No Relevance </li></ul></ul><ul><ul><li>Too Much Email from You </li></ul></ul><ul><ul><li>Too Much Email from Everybody </li></ul></ul>Source: Marketing Sherpa

18. Popular Tools

19. How to Send <ul><li>Text & HTML </li></ul>

20. How to Send <ul><li>SPAM Filters </li></ul>Source: mobilestreetlife

21. How to Send <ul><li>SPAM Filters </li></ul><ul><ul><li>FREE! </li></ul></ul><ul><ul><li>Eliminate Debt </li></ul></ul><ul><ul><li>Satisfaction Guaranteed </li></ul></ul><ul><ul><li>Cash Bonus </li></ul></ul><ul><ul><li>Information You Requested </li></ul></ul><ul><ul><li>Meet Singles </li></ul></ul><ul><ul><li>Join Millions </li></ul></ul><ul><ul><li>While Supplies Last </li></ul></ul>Source: theakshay

22. How to Send <ul><li>For Every Email Client, A Filter </li></ul>Source: Campaign Monitor

23. Testing Procedures <ul><li>Split Your List </li></ul>B A

24. Testing Procedures <ul><li>Time of Day / Day of Week </li></ul>Source: Danilo Pivato

25. Testing Procedures <ul><li>From Name </li></ul><ul><li>Subject Line </li></ul><ul><li>Content </li></ul><ul><ul><li>Headlines </li></ul></ul><ul><ul><li>Copy </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><li>Promotion </li></ul><ul><li>Layout </li></ul>

26. <ul><li>Multivariate Testing </li></ul>Testing Procedures Subject Line From Line Promotion

27. Testing Procedures <ul><li>Multivariate Testing Approach (Taguchi) </li></ul>Promotion 1 From Name 1 Subject Line 1 Promotion 2 From Name 1 Subject Line 2 Promotion 2 From Name 2 Subject Line 1 Promotion 1 From Name 2 Subject Line 2

28. Testing Procedures <ul><li>Multivariate Testing Approach (Taguchi) </li></ul>Promotion 1 From Name 1 Subject Line 1 Promotion 2 From Name 1 Subject Line 2 Promotion 2 From Name 2 Subject Line 1 Promotion 1 From Name 2 Subject Line 2 5.5% 6.5% 5.0% 7.5%

29. Testing Procedures <ul><li>Winner, Winner, Chicken Dinner </li></ul>Promotion 1 From Name 2 Subject Line 2 9.09 Influence 63.64 Influence 27.27 Influence

30. Measurement <ul><li>Delivery Rate </li></ul><ul><ul><li>How Many Made It? </li></ul></ul><ul><li>Open Rate </li></ul><ul><ul><li>How Many Were Opened? </li></ul></ul><ul><li>Click Rate </li></ul><ul><ul><li>How Many Clicked In Total? </li></ul></ul><ul><ul><li>As a % of Opens? </li></ul></ul><ul><li>Unsubscribe Rate </li></ul><ul><ul><li>How Many Opted Out </li></ul></ul>Click Revenue

31. Measurement <ul><li>Industry Averages </li></ul><ul><li>Delivery Rate – 94% </li></ul><ul><li>Open Rate – 22% </li></ul><ul><ul><li>24% for Consumer Products </li></ul></ul><ul><li>Click Rate – 6% </li></ul><ul><ul><li>7.5% for Consumer Products </li></ul></ul><ul><li>Unsubscribe Rate – 27% </li></ul>Source: Epsilon.com Source: Nick Sayers

32. Key Elements <ul><li>Relationships </li></ul><ul><li>Relevance </li></ul><ul><li>Reporting </li></ul><ul><li>Always Be Testing </li></ul>@ = $ $ $ $

33. Lifecycle Marketing

34. Lifecycle Marketing <ul><li>Short Series of Messages </li></ul><ul><li>Example: </li></ul><ul><ul><li>Thanks & Welcome </li></ul></ul><ul><ul><li>Features, Benefits, Case Studies, News </li></ul></ul><ul><ul><li>Strong Call to Action, Promotion </li></ul></ul><ul><li>Works Well for: Big Ticket Items </li></ul><ul><ul><li>Motor Vehicles, Real Estate, $ervices </li></ul></ul>

35. Lifecycle Marketing <ul><li>If This , Then That </li></ul><ul><li>Example: </li></ul><ul><ul><li>If Trial , Then Purchase </li></ul></ul><ul><ul><li>If Purchase , Then You Might Also Like </li></ul></ul><ul><ul><li>If Visit , Then Come Back </li></ul></ul><ul><ul><li>If Expire, Then Renew </li></ul></ul><ul><li>Works Well for: Ecommerce, Brick & Mortar, Subscriptions </li></ul>

36. Lifecycle Marketing <ul><li>Ongoing Provision of Value </li></ul><ul><li>Example: </li></ul><ul><ul><li>Here’s What Is New </li></ul></ul><ul><ul><li>Attend Our Event </li></ul></ul><ul><ul><li>Specials, Coupons, Promotions </li></ul></ul><ul><li>Works Well for: All Who Can Consistently Provide Value, Relevance </li></ul>

37. <ul><li>Combining Communication Tactics </li></ul><ul><ul><li>Relevant, Consistent Message </li></ul></ul><ul><ul><li>Proper Timing Required </li></ul></ul>Lifecycle Marketing TIME @ Days Hours Seconds

38. List Segmentation <ul><li>Behavior, Personas, Interests </li></ul>Never Purchased Single Purchase Repeat Purchase Raving Fans

39. List Segmentation

42. Predictive Modeling Dogs and Cats Living Together...

43. Predictive Modeling <ul><li>Two Ways to Collect Data from Email </li></ul>Ask Watch

44. Predictive Modeling Dogs and Cats Living Together... Open Rate Cats Dogs Both

45. Predictive Modeling Dogs and Cats Living Together... Click Rate Cats Dogs Both

46. Business Intelligence Customer Database

47. Business Intelligence Customer Database <ul><li>Product Purchased </li></ul><ul><li>Price Sensitivity </li></ul><ul><li>Occasion </li></ul><ul><li>Time/Date Stamp </li></ul>

48. Business Intelligence Customer Database <ul><li>Content Delivered </li></ul><ul><li>Click Behavior </li></ul><ul><li>Purchase Behavior </li></ul><ul><li>Time Stamp </li></ul>

49. Business Intelligence <ul><li>Customer Receives Email Message </li></ul><ul><li>Customer Visits Site </li></ul><ul><li>No Action Taken by Customer </li></ul><ul><li>“ Thanks for stopping by!” message delivered 1-2 days later with offer. </li></ul>

50. Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Director, Interactive Marketing </li></ul><ul><li>[email_address] </li></ul><ul><li>480.505.4529 </li></ul><ul><li>linkedin.com/in/sietsema </li></ul><ul><li>Twitter: @sietsema </li></ul><ul><li>slideshare.net/sietsema </li></ul>