integrating social influencer outreach into your email outreach efforts- simms jenkins, brightwave...

Simms JenkinsCEO - BrightWave Marketingsjenkins@brightwavemarketing.comOffice: 404.888.0133Mobile: 404.664.6864www.BrightWaveMarketing.comwww.EmailStatCenter.comwww.TheTruthAboutEmailMarketing.comtwitter.com/simmsjenkins

Email Marketing – State of the Inbox

Email Marketing – State of the Inbox

1. The History Of Email Marketing

2. Why Email Still Matters

3. How Email Competes in a Changing World

4. Kudos, Tips & Considerations

5. Conclusion & Questions

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Specialized, best of breed agency

Pioneering digital targeted messaging

Renowned thought leadership & industry expertise

Agency Partnership model - an extension of your team

BrightWave Marketing is an award-winning agency specializing in the strategic optimization of

email marketing & digital targeted messaging programs

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Strategic Services List Growth Management Preference Center Creation

Creative Services Program Measurement & Benchmarking Data Capture Consulting

Inbox Optimization Privacy and CAN-SPAM Compliance Consulting User Surveys

Campaign Management Best Practices Advisory Services Database Management

Integrated Text Messaging Integrated Social Networking Integrated Voice Messaging

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Renowned Thought Leadership and Industry Expertise

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BrightWave Clients At a Glance

Digital Targeted Messaging

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The History of Email Marketing(in 10 Slides or Less)

The First “Email Computer”

ARPANET “map” in the 1960s

1,600,000,000Number of email users worldwide by 2011

Email…At the Beginning

Not that different from email as we know it today

Except only plain text no SPAM

• Viagra wasn’t on the market• Deposed Nigerian dictators didn’t have Hotmail accounts• Porn was not online

Dot Com Bubble Era

Alexis Martin Neely Interviews “Revolutionary” Email Expert Nate Hagerty:“Insider Secrets To How Marketing Experts

Make Millions With Email Marketing…And Why These Strategies Have Never Before Been Properly Applied

In Law Practices...But Are Critical —and Profitable—Right Now!”

The Bubble Burst

Email’s Dark Days

Controlling the Assault of Non-Solicited Pornography and Marketing

Working Hard in the Shadows

Web 2.0

The Recession Brings Email Out of the Shadows

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The Death of Email MarketingHas Been Exaggerated…

Again

Why Email Still Matters

Stan Rapp’s Words of Wisdom

"The inbox is the beating heart of the internet, and email is the tightest link ever invested between seller and buyer."

"Advertising's new role is to drive prospects to the web for relevant opt-in experiences."

"Email is the backbone of all digital communications."

"The value of an email address to a knowledgeable marketer is $118."

My Words of Wisdom

“When a customer or prospect gives you permission to send communications to them, that is uniquely powerful.”

“and uniquely awesome.”

“Therefore, email marketing is uniquely powerful & awesome.”

“Don’t abuse it or screw it up.”

Email is gaining steam

“We’re predicting that email will continue to distance itself from other online advertising formats over the next five years, growing to $15.7 billion and remaining the preferred channel among many marketers” Borrell Associates

“65% of marketing spend has no discernible effect” World Advertising Research Coalition

Not To Mention Gaining Spend“Marketers spent $12.1 billion on email in 2008, more than they spent on either display/banner advertisingor search”

Borrell Associates

What’s at Stake? How about Brand & Bucks?

Nearly a third of survey respondents (32%) said they have

stopped doing business with at least one company altogether as a

result of its poor email practices-- Merkle, Feb. 2009

For every dollar spent on Email marketing in 2008, marketers can

expect an estimated$45.06 ROI

-- DMA, 2008

Tweet Tweet

“Creating a buyer is an expense. Creating a customer is an investment.“ Les Wunderman

StephanieSAM 8:04 PM May 30th

Dynamics of the New Inbox

The Big 3

The Inbox is Evolving

Interact with your audience where they choose to receive& engage with opt-in messaging

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Drive Revenue

Cut CostsBuild

Relationships

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How Does Email Compete?

Driving Revenue

Driving Revenue - Email as the Digital Communication Hub

ROI = 1,400%

-Email Response Rates Increased 275%

-Unsubscribe rate dropped 70%

-Delivery Rates Up 11%

-Customer Retention & Frequency = Higher

SMS & Facebook

Integration

Email Subscriber

Value of $12

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Cutting Costs

How A Weekly Text Email Saved $1,000,000s

Call Center Volume decreased more than 80% following Weekly Remittance email deployments

Resulting in Substantial Savings

Build Relationships

Online Conversations Build Relationships

Not Selling But Communicating

Multiple Ways to Continue Conversation

Email Drives Major Increase of Facebook Fans

Kudos, Tips & Considerations

Studies – Do they matter?

According to MailerMailer, its study of more than 300 e-mails found that the top 10 most common words in subject lines are, starting from No. 1 and working down,

“news,” “party,” “newsletter,” “free,” “night,” “sale,” “com,” “update,” “holiday” and “week.”

Best Subject Line Ever

Free Update, Sale & News – Party Holiday Night Week com Newsletter

Study Continued (DON’T SHOOT!)

On the surface, MailerMailer’s reporting on click throughs would seem to contradict a recent study by marketing services provider Epsilon, which reported that average click-through rates were 4.7% in the second quarter of 2008 and 5.9% in the third.

However, Epsilon defines click-through rates as the number of clicks divided b y the number of e-mails delivered. MailerMailer, on the other hand, defines click-through rates as the number of unique clicks divided by the number of opportunities—or links—to click

According to MailerMailer, religious and spiritual e-mail achieved an average 7.04% click-through rate in the second half of 2008, making it the highest of the sectors MailerMailer tracks. At the same time, restaurant and food-service e-mails saw an average 0.64% click-through rate, making it the lowest of the sectors tracked.

In another finding, MailerMailer determined that Mondays are generally the best days to send e-mail in terms of opens and clicks.

The Best Day & Time of the Week To Send

The highest peaks for read rates were 9 PM and 11 PM

The highest open rates were Wednesday, Monday and Thursday

The highest click through rates were Wednesday and Thursday

The highest click through rates were Thursday and Saturday

Tuesday was retailers' favorite day to email, followed by Thursday, Monday, Friday, Wednesday, Sunday and Saturday

Tweet Tweet

just read report saying emails sent Monday get most clicks. sure, this month they do. next month? Friday. then Tues. #testforyourselfpeople

justinpremick 7:14 PM Jun 2nd

Tips Opt Ins Everywhere

From Line Matters 68% say the “from” line is the most important factor in

determining whether or not they’ll open an email (Epsilon, June 2009)

Common Sense Remember the Opt In

• Jim Smith, VP Sales vs. Big Brand

Consider Testing Video

Secondary Messaging Matters

Don’t Fall Asleep at the Wheel

Sell Yourself & Your Program

“CAN-SPAM violations cost online ad firm $2.9 million”

“An Internet marketer will pay a $900,000 civil penalty for violating the CAN-SPAM Act”

“Marketer Slapped With $873M CAN-SPAM Fine”

“Kodak/Ofoto Settles FTC CAN-SPAM Charges”

“Canada's House of Commons. The Electronic Commerce Protection Act (ECPA) bill to pass shortly”

Don’t Do This

http://www.someecards.com/newsletter/PermissionPass_view.html

My Words of Wisdom

“When a customer or prospect gives you permission to send communications to them, that is uniquely powerful.”

“and uniquely awesome.”

“Therefore, email marketing is uniquely powerful & awesome.”

“Don’t abuse it or screw it up.”

Email Marketing &Targeted Messaging are a Blend of Art & Science & Deserve a Specialized Approach

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Who’s Doing Email Right?

The Sale Shouldn’t End The Cycle

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Simms JenkinsCEO- BrightWave Marketingsjenkins@brightwavemarketing.comOffice: 404.888.0133Mobile: 404.664.6864www.BrightWaveMarketing.comwww.EmailStatCenter.comhttp://twitter.com/simmsjenkins

Comments & Questions