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GOOD MORNING

CREATING AN ENGAGING E-MAIL MARKETING EXPERIENCE

EXTRAORDINARY EXPERIENCE

AN ENGAGING MARKETING CAMPAIGN CAN HAVE SUSTAINABLE IMPACT ON BUSINESS PERFORMANCE

Yesterday three speakers showed slides regarding

the death of email.

Why?      

E-mail is still growing

Email marketing is the top area of investment growth among marketers and business leaders.

65% Email  

Social Media  

57%

Search Marketing  

41% StrongMail (2010)

ReturnPath, 2010

96.1% Average Delivery Rate:  96%

Average Delivery Rate  

Email metrics

22% Average Open Rate  

Epsilon Q3 Email Trends and Benchmark, Jan 2011)  

Email metrics

5.4% Average Click-Through Rate  

Email metrics

Epsilon Q3 Email Trends and Benchmark, Jan 2011)  

TELL Marketing Emails tell me something

SELL Marketing Emails sell me something

Marketers Perspective

“I want you to know about this new product or service so you think of me when you are ready to engage.”

TELL SELL

Marketers Proposition

“I want you to know about this new product or service so you think of me when you are ready to engage.”

“I am offering 30% off this item because I want to move it from my shelves to yours”

TELL SELL

Prospects Receptivity

“Tell me about something that will be valuable for me to know and enhance my life in some way”

TELL

Prospects Receptivity

“Sell me something at a fair price that I value and enhance my life in some way”

“Tell me about something that will be valuable for me and enhance my life in some way”

TELL SELL

The Problem: Ubiquity

Almost anyone can click and sell…too many, too similar, too often

Every company, big or small, can click and tell

TELL SELL

Accessible tech, low cost, easy deployment

Email Marketing Success Increase Engagement

E-mail Marketing Goal Increase Engagement

PLEASE STAND UP.

WHY DID YOU STAND UP?

Why do people engage? Because we ask them to. Too many email campaigns forget to ask. CTA’s WORK.

Which Subject Line do you think will be most effective?

RE: Hundreds of e-mail experts just like you will be there

RE: Learn to use e-mail marketing to drive company performance

Inbox (3) Drafts Sent

Trash

From Subject Date

11:03am Today

10:55am Today

10:51am Today

TWO

THREE

RE: Get a free pass to next year’s e-mail summit conference

ONE

Reasons People Engage

Reward

RE: Hundreds of e-mail experts just like you will be there

RE: Learn to use e-mail marketing to drive company performance

Inbox (3) Drafts Sent

Trash

From Subject Date

11:03am Today

10:55am Today

10:51am Today

TWO

THREE

RE: Get a free pass to next year’s e-mail summit conference

ONE Offer A Reward

Reasons People Engage

Reward

RE: Hundreds of e-mail experts just like you will be there

RE: Learn to use e-mail marketing to drive company performance

Inbox (3) Drafts Sent

Trash

From Subject Date

11:03am Today

10:55am Today

10:51am Today

TWO

THREE

RE: Get a free pass to next year’s e-mail summit conference

ONE Offes A Reward

Group Validation

Reasons People Engage

Reward

RE: Hundreds of e-mail experts just like you will be there

RE: Learn to use e-mail marketing to drive company performance

Inbox (3) Drafts Sent

Trash

From Subject Date

11:03am Today

10:55am Today

10:51am Today

TWO

THREE

RE: Get a free pass to next year’s e-mail summit conference

ONE Offers A Reward

Group Validation

Shared Values

If the reward is relevant believable, valuable and attainable… It will be compelling to the prospect and prompt engagement.

Offering A Reward works

Reward - Economic Engagement Essentials

“I need a new car and this is a great value.”

SUBJECT:  Save  30%  on  last  year’s  models  

Reward - Emotional Engagement Essentials

SUBJECT:    Feel  safer,  join  night  watch  

“I feel better knowing may family is safe now that I am a member of our group night watch patrol.

“I will be able to get the job I have always wanted because finally I will have the right skills to offer.”

Reward - Educational Engagement Essentials

SUBJECT:    Learn  to  shoot  like  a  professional  photographer          

Make the prospect feel that since colleagues or co-workers are engaged, they should be as well.

Group Validation

Group Validation – Team Victory Engagement Essentials

“As a group we’re stronger and I can accomplish more things.”  

Group Validation – Comfort in Numbers Engagement Essentials

“If that many people have tried it, I should try it too”

Group Validation – Circle of Trust Engagement Essentials

“My closest friends are involved so it must be okay.”

My values are extremely important to me. To find a merchant who believes in what I believe in is very rare and very special. If I find a company like that, they have me for life!

Shared Values

HAND CRAFTED

Shared Values Engagement Essentials

AMERICAN MADE

Shared Values Engagement Essentials

FAMILY VALUES

Shared Values Engagement Essentials

Three Reasons People Engage

RE: Hundreds of e-mail experts just like you will be there

RE: Learn to use e-mail marketing to drive company performance

Inbox (3) Drafts Sent

Trash

From Subject Date

11:03am Today

10:55am Today

10:51am Today

TWO

THREE

RE: Get a free pass to next year’s e-mail summit conference

ONE Offers A Reward

Group Validation

Shared Values

Focus for E-mail Marketers 2011

Econsultancy "Email Marketing Census 2011”

delivering relevant communications

list/data quality Measurement and analytics

segmentation 32% 29%

26% 25%

Please close your eyes and imagine…

If you see this slide then your eyes are not closed. (Follow instructions or you may be asked to leave the room.)  

DEMO GRAPHICS

78% Males

75% Females

source: eMarketer.com

Email Usage By Gender

age  groups      

91% 90%

56%

Age 31-42

Age 62-71

Age 18-30

79% Age 43-61

source: eMarketer.com

Email Usage By Age

68% African

American

75% Latino

78% Caucasian

source: eMarketer.com

Email Usage By Ethnicity

61% Yearly Income

< $40,000

91% Yearly Income

$40,000+

source: eMarketer.com

Email Usage By Income Level

E-mail is mobile

More than 1 billion consumers will be accessing email on their mobile phones by the year 2013. This is compared to fewer than 200 million in 2009.

Knotice (2011) The Radicati Group (2010)

13% OF EMAILS are

opened by a mobile operating system or device.

PSYCHO GRAPHICS

I love anything that is new. As soon as it comes out I want to know about it and if I can afford it, I will buy it.

EARLY ADOPTER PYSCHOGRAPHICS

I could die for those shoes and that new hat, OMG. My budget may be limited but not my taste.

FASHIONISTA PYSCHOGRAPHICS

Don’t push me to do anything. I take my time. I contemplate every decision and every purchase.

ANALYTICAL PYSCHOGRAPHICS

Bargin  hunter        

Every online store offers deals but the great thing about the web is that instantly can compare. The thrill is in the deal, even if I don’t need it.

BARGAIN HUNTER PYSCHOGRAPHICS

MulE  computer  tech  user…mulEtasker  

If I am not doing 12 things at once I get bored. I need constant stimulation. The only constant for me is constant change.

MULTI-TASKER PYSCHOGRAPHICS

CONTEXT

Yeah, I really should buy myself a new raincoat. Next time I want to be prepared.

WEATHER CONTEXT

You know, I am on vacation, I deserve to go to the spa. And I am going to treat myself to an expensive bottle of wine at dinner.

LOCATION CONTEXT

So many of my friends crave whatever is new. Not me. Old school is works fine. I am going to use this beast until it dies.

OLD OR NEW TECH CONTEXT

We noticed that you read our regular communication from a new place, did you move?

NOMAD CONTEXT

Welcome to my crib. Don’t send me any baby stuff, can’t you see this is a place for high-powered, financial transactions.

THE CRIB CONTEXT

engagement  

ENGAGE MENT

We know who they are Why they buy Their current situation So what now?

Entice

Engagement Continuum

Never heard of you. Don’t really care.

Evoke Educate Entertain Endear

I love your company. I am crazy about your products. You care about what I care about. I HAVE TO to tell everyone.

ENTICE

Entice Evoke Educate Entertain Endear

EVOKE

Entice Evoke Educate Entertain Endear

EDUCATE

Entice Evoke Educate Entertain Endear

ENTERTAIN

Entice Evoke Educate Entertain Endear

Entice Evoke Educate Entertain Endear

ENDEAR

Entice

Engagement Continuum

“Never heard of you, or don’t really care.”

Evoke Educate Entertain Endear

“I love your company or your product. I care.”

ENGAGEMENT FOCUSED CAMPAIGN

1. Trigger engagement with Rewards, Group Validation and Shared Values

ENGAGEMENT FOCUSED CAMPAIGN

1. Trigger engagement with Rewards, Group Validation and Shared Values

2. Segment based on Demo, Psycho and Contextual information

ENGAGEMENT FOCUSED CAMPAIGN

1. Trigger engagement with Rewards, Group Validation and Shared Values

2. Segment based on Demo, Psycho and Contextual information

3. Roll out campaign based on a continuum - Entice, Evoke, Educate, Entertain and Endear

MEANINGFUL ENGAGEMENT CREATES A SUSTAINABLE COMPETITIVE BUSINESS ADVANTAGE. IT’S TIME TO ENGAGE.

IT’S TIME TO ENGAGE  

Email Campaigners Unite! The future of Email Marketing

lies in your hands

We noticed you were at the mall today. We invite you to come back soon. And thanks for your patronage.

As you leave the office today why not stop by the café downstairs and take home some of our homemade chili that you love.

You posted on Facebook that you were car shopping. Did you know that there is a Fiat dealership just a mile from your house?

Multi-Modal Smart Triggers

Responsibility Drives Revenues

Report the will ALWAYS choose a product from a “socially responsible” company rather than a competitor who is not.    

Landor, Branding Report 2010

55% y  

Points for every click that can redeemed for rewards

Economic Status

Emotional

Clicks and Click-thru as Currency

ACCOUNTABILITY

ACCOUNT ABILITY

Subscribers who receive promotional permission-based email estimate that

they delete without opening.

Merkle Interactive Services (2010)

Responsible Campaigns

58%

MOBILITY

E-mail is mobile

ExactTarget (2009)

85% of smartphone users check their email on their smartphones  

actually read their email on their smartphone.  

82%

RELEVANCY

Email recipients want more personally relevant material

…of respondents said they would like organizations to give them MORE CHOICES over the CONTENT and FREQUENCY of the emails

-Habeas (2008)

MORE THAN 88%

RELEVANCY

IMMEDIACY

Tell me right now, it works

People who purchase after getting cart abandonment Emails spend

SeeWhy Research (2011)

more than those who buy straightaway  

58%

SOCIABILITY

Friends-and-family emails had an open rate of for identical promotions without the friends-and-family messaging sent by the same companies. –

Experian (Nov. 2010)

20% vs. 14%

Social reinforces impact

PROXIMITY

Context: E-mail is Mobile

Email consumption on mobile devices equals almost half of every hour spent

on mobile internet

- Nielson Mobile Media View Internet (May 2010)

Thank you.

Email marketers unite

IT’S TIME TO ENGAGE

B2C Marketers Said Their Top Two Goals for 2010…

Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)

INCREASE CUSTOMER LOYALTY

IMPROVE ANALYTICS TO STRENGTHEN CAMPAIGNS

45% 39%

Relevancy

75% of respondents say lack of relevance is the biggest reasons subscribers choose to opt out, followed closely by sending too frequently (73%). –

Merkle Interactive Services (2009)  

Relevancy

Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than LowFares.com's standard newsletter.

- MarketingSherpa (2011)

Situational Triggers

Abandoned cart emails getting 20 times the transaction rates and revenue of standard email campaigns –

Experian & CheetahMail "The remarketing report" (2010)

Relevancy

75% of customers open and read transactional emails frequently or very often versus 45% for other permission commercial email. –

MarketingSherpa "Ecommerce Benchmark Guide" (2007)  

Relevancy

54% of people who unsubscribe from permission emails said the reason was emails coming too frequently. - ExactTarget "The Social Break-Up" (2011) 49% of people who unsubscribe from permission emails said the reason was content was repetitive or boring over time. - ExactTarget "The Social Break-Up" (2011) 41% of US Internet users threatened to stop buying from companies that send them irrelevant messages, -CMO Council and InfoPrint Solutions (2010)

The top consumer mobile email messages preferred:

special offers (27%), promotions/vouchers redeemable from mobile devices (21%) and real-time updates on tracking deliveries (21%).

- e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)