2015 mnsearch summit - loren mcdonald - strategies for addressing technical issues impacting your...

Email Marketing Trends, Tactics and Opportunities for Search Marketers Loren McDonaldMarketing Evangelist@LorenMcDonaldlmcdonal@us.ibm.com

Email marketing at

a search conference?

Yes Vince, there is life

beyond Google …

5

Agenda

Trends / Concept

s

Search & Social

Ideas Q & ADiscussi

on

Trend 1Email Still

Rocks@LorenMcDonald

KitchenAid Opt-in

7

8

7 in 10 consumers have made purchases influenced by email marketing

9

All age groups prefer brands to communicate via email- 55-64 & 65+ also like direct mail

10

Email conversion rates are 3 times higher than social media, with a 17% higher value in the conversion.

(Source: McKinsey & Company)

Trend 2Mobile

@LorenMcDonald

Smartphones are starting to close the “browse-to-buy” gap

2.3 times higher than tablet rate

68% of tablet rate vs 43% in

2013

Smartphones closing the gap- 2014

33% of tablet rate vs 28% in

2013

Phablets likely contribute to smartphone increases

Source: Xperia-z.net

Source: Litmus, Jan 2015

53% of emails now

opened on mobile devices

“Eliminating friction is more important than engagement.”Ryan Barley, Director of Mobile-Staples

Responsive Design =

An opportunity to completely rethink your

email templates.

Trend 3Making Data

Actionable

@LorenMcDonald

To know a person … watch what they do, not what they say.

Danny Santagato

Off-lineBehavio

r

Custom Behavior

EmailBehavio

r

Web Behavior

Video Behavior Behaviors signal

your customeris movingforward

Behavioral data enables you to

focus on what the

customer wants to buy,

not just what

you want to sell.

Vital: Making key customer data actionable

Customer Interactio

ns

Mobile

Events

Facebook

Twitter Devices+

CommunitiesLocation

Retail

Blogs

SMS

SMS Call Center

Push Wearables

Email

Tal:

Trend 4Automati

on Enables Scale

@LorenMcDonald

Broadcast email works well …

Every time an email goes ka-ching an retail marketer gets her wings!

Every time an email dings, an email marketer gets her wings!

But a batch and blast approach is

a “hope” strategy.

So you have to ask yourself …

@LorenMcDonald

Do I feel

lucky?

Well do ya,

marketers?

Traditional Marketing Behavioral MarketingIt’s all about “the plan”:

Filling up the Calendar

It’s all about the customer:

Acting like a great Concierge

4 per week 50 per day

"To me, photography is the simultaneous recognition, in a

fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its

proper expression.”

Henri Cartier-Bresson

The Decisive Moment

WHIRLPOOL CORPORATION ▪ CONFIDENTIAL

Automation gives you

scale

88%

12%VolumeBroadcastAutomated

70%

30%

RevenueBroadcastAutomated

Low volume, high ROI

Automated Emails4 years ago = 2% volume / 1% revenue

Today Volume = 6X; Revenue = 30X

Agenda

Trends / Concept

s

Search & Social

Ideas Q & ADiscussi

on

@LorenMcDonald

Email BehaviorsOpens, Clicks, Sent or not sent, in any given time window.

Web Analytics IntegrationWA data feed – search, shopping cart, page level

Relational DataEcommerce, In Store

Social FeedMention, Follow, RT in given time window

Silverpop Native Web FeedSite visits, page visits, Custom web behaviors

Dynamic email campaigns based on keywords

Dynamic Offer

Campaign 1

Campaign 2

Offer A

Offer B

Dynamic Source

Email

Twitter

Website

Google

Web Tracking

captures the source

Forms manage the offer/campai

gn

9 product segments

Emails triggered 24 hours later

Site search + no purchase

triggers

Sample archery

search email

- 2.75 - 4% conv. rate - 53% open rate - 18% CTR- 7.5 orders / 1,000 emails delivered

Idea:Include search

keywords in lead scoring

Use keyword search

results to drive email

content

Use keyword search

results to drive email

content

Use keyword search

results to drive email

content

Paste it in Facebook – Canvas App

Twitter Promoted Tweets + Lead Generation Cards

Keyword targeting, such as: - Arby’s- Coupons- Roast beef- sandwich

Source: Twitter

45

Customer Audiences:Retarget Email Customers on Facebook

• Holiday card• Facebook album: 150+ photos added

#DMU15

In closing …

Hope I’ve inspired you with a few ideas …

What opportunites exist for you to integrate email and search / social?

55%

Thank You / Q & A

Loren McDonaldSilverpop, an IBM Companylmcdonal@us.ibm.com@LorenMcDonald