blue sky factory: shakeand bake your email campaigns into2010

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Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Shake & Bake Your Email Campaigns Into 2010 Joanna Lawson-Matthew & DJ Waldow November 5, 2009 1:00 to 1:45 PM ET Twitter: #bsfwebinar Copyright Blue Sky Factory 2009

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DJ Waldow and Joanna Lawson-Matthew of Blue Sky Factory discuss tactics to ensure that your 2010 Email Marketing strategy is in place and ready to "shake and bake."

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Page 1: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Baltimore, Maryland

Blue Sky FactoryDriving Email Marketing Performance

Shake & Bake Your Email Campaigns Into 2010

Joanna Lawson-Matthew & DJ Waldow

November 5, 20091:00 to 1:45 PM ET

Twitter: #bsfwebinar

Copyright Blue Sky Factory 2009

Page 2: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Your MCs (DJs?)

Joanna Lawson-Matthew

Senior Account Manager

DJ WaldowDirector of Community

Location:San Francisco

Location:Salt Lake City

Image credit: http://www.bon-voyage.co.uk/Image credit: http://www.unionstreetinn.com/

Copyright Blue Sky Factory 2009

Page 3: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

About Blue Sky Factory

Blue Sky Factory is both a full & self service ESP.

Design, execute, and track your email marketing campaigns

with Publicaster (That’s the name of our application)

Copyright Blue Sky Factory 2009

Page 4: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

30-45 Minutes of Education and Fun!

1. Review & Reflect

2. Email Marketing Strategy

3. Remember the Holidays

4. Shake & Bake, Baby!

5. ESP / ISP Relations

6. Review Other Components

7. Q & A

Copyright Blue Sky Factory 2009

Page 5: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review & Reflect

Copyright Blue Sky Factory 2009

Page 6: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review & Reflect

Review your emails from 2009

• What worked?

• What didn’t work?

• What did you change from 2008 to 2009?

• Was that successful?

Copyright Blue Sky Factory 2009

Page 7: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review & Reflect

Which campaigns got the highest/lowest:

• Open rate, Click through rate

• Conversion rate, Forward rate

• Unsubscribe/Complaint rate

• Share rate (SWYN)

• Mobile version views

Copyright Blue Sky Factory 2009

Page 8: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review & Reflect

Copyright Blue Sky Factory 2009

Page 9: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review & Reflect

Ask (and answer) the following:

1.What day(s) did you send on? Was that successful?

2.Did you try any A/B testing? What were the results?

3.Did you make any changes to your creative? Did you see improved results from this?

4.Did you try any different approaches for your offers, timing, frequency, & social aspects?

5.What did your competitors do?

Copyright Blue Sky Factory 2009

Page 10: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review & Reflect

• Use this information to plan for 2010

• What are your email marketing goals for 2010?

• How will you measure your success?

 

Photo credit: http://smallbizadvisor.org/

Copyright Blue Sky Factory 2009

Page 11: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Email Marketing Strategy

Copyright Blue Sky Factory 2009

Page 12: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Email Marketing Strategy

•Budget

•Email Types & Frequency

•Start Small, But Consider Big Picture

•Other Departments

Copyright Blue Sky Factory 2009

Page 13: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Email Marketing Strategy

Copyright Blue Sky Factory 2009

Page 14: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Email Marketing Strategy

Photo Credit: Flickr - sgw

Questions to ask (& again, answer)

1.Do you have a budget?

2.What portion is dedicated to email marketing?

3. Is this amount increasing or decreasing? Why?

4.Are you forgetting about email & focusing on shiny new tools?

Copyright Blue Sky Factory 2009

Page 15: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Sales and/or Promotion

Copyright Blue Sky Factory 2009

Page 16: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

From Name: Backcountry.com

Subject: Final Day for 20% Off

Sales and/or Promotion

Pros• Show me the money• Clear call-to-action

Cons• Not (necessarily)

relationship building• Overmailing risk

Frequency• Monthly - not enough• Weekly - just right?• Daily - deal of the day

Copyright Blue Sky Factory 2009

Page 17: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Alert and/or Notification

Copyright Blue Sky Factory 2009

Page 18: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Alert and/or Notification

From Name: American Airlines

Subject: Your Trip Is Now Eligible For Check-In

Pros• Timely, Targeted• Clear call-to-action

Cons• Not (direct) revenue

generation

Frequency• As necessary• Too much - 2 days, 1 day, 1

hr• Not enough - 1 hr before

Copyright Blue Sky Factory 2009

Page 19: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Survey

Copyright Blue Sky Factory 2009

Page 20: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Survey

From Name: malumni

Subject: Alumni Association of the University of Michigan membership satisfaction survey invitation

Pros• Short, To-the-point• (Relatively) clear call-to-

action

Cons• Can be boring• Another survey?

Frequency• As necessary: Post

interaction/visit• Monthly - too much?• Quarterly

Copyright Blue Sky Factory 2009

Page 21: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Informationaland/or

Newsletter

Copyright Blue Sky Factory 2009

Page 22: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

From Name: Chris Brogan

Subject: Goals, Competition, and Friction – [bnl]

Pros• Consistent (expectations)• Great content

Cons• No clear call-to-action• No (direct, measureable) $$

Frequency• Monthly – just right?• Weekly – need fresh content

Informationaland/or

Newsletter

Copyright Blue Sky Factory 2009

Page 23: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Email Marketing Strategy

1. Start Small, But Consider Big Picture• Have a plan• Build a calendar• Be flexible

2. Other Departments• Are others sending email too?• Coordinate

Copyright Blue Sky Factory 2009

Page 24: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

Copyright Blue Sky Factory 2009

Page 25: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

1. Include the end-of-year holidays in your email plan• Develop a schedule leading up to holidays (work

backwards from launch date)

• Consider planning a campaign series leading up to the holiday

• Keep busy emailing days in mind

2. Get post-2009 holiday emails in your plan now

Copyright Blue Sky Factory 2009

Page 26: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

Smith-Harmon “Retail Email Guide to the Holiday Season” http://www.smith-

harmon.com/ Copyright Blue Sky Factory 2009

Page 27: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

Smith-Harmon “Retail Email Guide to the Holiday Season” http://www.smith-

harmon.com/ Copyright Blue Sky Factory 2009

Page 28: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

Can’t get enough?Need more tips & ideas specific to the end-of-year

holidays?

Check out our webinar:‘Tis the Season to Start Planning

Your Holiday Email Campaigns

Copyright Blue Sky Factory 2009

Page 29: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

1. Use other annual holidays in your plan too

• Don't forget the smaller holidays (Valentine's Day, Memorial Day, Halloween)

• Use the holidays to build relationships with subscribers (messages of goodwill) 

 

2. Not sure what others are doing for holiday email campaigns?  Sign up for your competitors' emails now!

Copyright Blue Sky Factory 2009

Page 30: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

Copyright Blue Sky Factory 2009

Page 31: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Remember the Holidays

Photo Credit: http://www.retailemailblog.com/2009/02/season-finale-christmas-2008.html (Chad White)

Copyright Blue Sky Factory 2009

Page 32: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Shake & Bake, Baby!

Copyright Blue Sky Factory 2009

Page 33: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Shake & Bake, Baby

•A|B Testing 

•Creative/Template Refresh

•Rendering

•Targeted. Timely. Relevant. Permission.

Copyright Blue Sky Factory 2009

Page 34: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

A|B Testing

Copyright Blue Sky Factory 2009

Page 35: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

A|B Testing

Copyright Blue Sky Factory 2009

Page 36: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

A|B Testing

What to test... 1. Day2. Time3. Subject line4. Creative5. Call-to-action6. List7. (Everything, but one variable at a time)

Copyright Blue Sky Factory 2009

Page 37: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Creative/Template Refresh

Copyright Blue Sky Factory 2009

Page 38: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Creative/Template Refresh

Copyright Blue Sky Factory 2009

Page 39: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Rendering

Copyright Blue Sky Factory 2009

Page 40: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Rendering

Copyright Blue Sky Factory 2009

Page 41: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Timely. Targeted. Relevant. Permission.

The Secret to Successful Email Marketing

Copyright Blue Sky Factory 2009

Page 42: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Timely. Targeted. Relevant. Permission.

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)

Copyright Blue Sky Factory 2009

Page 43: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Timely. Targeted. Relevant. Permission.

2008 Return Path Study...• 60% did not send a welcome message; 30% failed to

send any message at all (within first 30 days)

• While 70% asked for more than email address at sign up, 75% didn’t use this info to personalize or customize messages

• Took an average of 9 days for the first regular email message to arrive (65% percent of those emails didn't contain a special offer)

Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf

Copyright Blue Sky Factory 2009

Page 44: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Timely. Targeted. Relevant. Permission.

Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf

Copyright Blue Sky Factory 2009

Page 45: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Timely. Targeted. Relevant. Permission.

Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf

Copyright Blue Sky Factory 2009

Page 46: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Timely. Targeted. Relevant. Permission.

Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/Ecommerce_Study_v030509.pdf

Copyright Blue Sky Factory 2009

Page 47: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

ESP / ISP Relations

Copyright Blue Sky Factory 2009

Page 48: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

ESP / ISP Relations

•Domain/IP Reputation

•Get to know your Account Manager

•Push the limits of what your ESP can do

Copyright Blue Sky Factory 2009

Page 49: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Domain / IP Reputation

Copyright Blue Sky Factory 2009

Page 50: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Account Managers

The lovely female voice you hear

Copyright Blue Sky Factory 2009

Page 51: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

What Can Your ESP Do For You?

Photo Credit: Wikipedia

Copyright Blue Sky Factory 2009

Page 52: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

What Can Your ESP Do For You?

*This is not a real quote. I heard it from a B-school professor once. I believed him.

*"Microsoft Word 'power users' use

<2% of the application's

features."Copyright Blue Sky Factory 2009

Page 53: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

What Can Your ESP Do For You?

How to become an Email Marketing "Power User" in 4 easy steps: 

1.Read, attend industry webinars, tradeshows, mixers, etc

2.Ask your ESP (Account Manager)

3.Roll up your sleeves

4.Sign up for your ESP’s resources - blog, newsletter, webinars

Copyright Blue Sky Factory 2009

Page 54: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

ESP / ISP Relations

• Take the time now to make sure your IP reputation is in good standing, work with your ESP

• Ensure you are subscribed to all available Feedback Loops (most ESPs will do this automatically)

• Set up authentication records (Sender ID, SPF, Domain Keys)

• For more on authentication:http://blog.blueskyfactory.com/industrytrends/

three-ways-to-improve-email-deliverability/Copyright Blue Sky Factory 2009

Page 55: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

ESP / ISP Relations

• Get Permission: Ensure email list is 100% opt-in

• Segment: Avoid "batch & blast" or "spray & pray"

• Remember the Mantra:

However, none of the ISP relations stuff matters unless you...

Send timely, targeted, relevant emails to subscribers who have

asked for them

Copyright Blue Sky Factory 2009

Page 56: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components

Copyright Blue Sky Factory 2009

Page 57: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Opt-in Process

• Easy to find, Easy to fill outo Opt-in form on all pages of websiteo Ask for minimal info, gather more data later

 • Set expectations regarding frequency, content

 • Explain benefits of subscription (W.I.I.F.M.)

 • Give subscriber options for targeted emails

 • No pre-checked boxes (affirmative consent)

 • Link to Privacy Policy / Terms & Conditions

Copyright Blue Sky Factory 2009

Page 58: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Opt-in Process

Copyright Blue Sky Factory 2009

Page 59: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Welcome email

• Send an immediate email to welcome and acknowledge new subscribers

 • Remind subscribers of benefits of subscription

 • Outline the types and frequency of emails they

can expect from you • Consider including a special offer as a "thank

you" • Option to change preferences or opt-out

completely • Ask subscribers to whitelist your From addressCopyright Blue Sky Factory 2009

Page 60: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Welcome email

Copyright Blue Sky Factory 2009

Page 61: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Transactional emails

• Transactional emails are the most read emailso Average open rate: 47%1

o Average click through rate: 20%1

• Use your branded email template to “shake” them up

• Perfect opportunity for a marketing/sales push, as long as the main purpose of the email is transactional

  

1. Transactional Emails: Make Your First Impression Count. Loren McDonald, Thursday, April 23, 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104687

Copyright Blue Sky Factory 2009

Page 62: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Transactional emails

Copyright Blue Sky Factory 2009

Page 63: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Transactional emails

Copyright Blue Sky Factory 2009

Page 64: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Landing pages

• Ensure your landing pages are optimized for conversions

 • Is your landing page call-to-action easy to find

and click on? • Is your call-to-action clear? • Be consistent between email and landing

page     (Avoid "am I in the right place?!?")

Copyright Blue Sky Factory 2009

Page 65: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Landing pages

Not-so-subtle sales pitch: Interested in this offer? Enter Now

Copyright Blue Sky Factory 2009

Page 66: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Review Other Components - Opt-out Process

• Ensure your opt-out mechanism is easy to find on your emails, and works!

 • Remember that all opt-outs must be removed

from your lists within 10 days • Consider also adding an opt-out mechanism to

your website • Dare Alert!  Move your opt-out link to the top of

your emails (Welcome the Unsubscribe)

Copyright Blue Sky Factory 2009

Page 67: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Almost Done…

Copyright Blue Sky Factory 2009

Page 68: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Are We Really Done?

• Review your emails from 2009 and reflect on the results. Use this info in 2010.

• Plan what types and frequency of emails will be in your 2010 email marketing strategy.

• Don’t forget to wish your subscribers happy holidays (and remember, it’s not always about the sale).

Copyright Blue Sky Factory 2009

Page 69: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Are We Really Done?

• Don’t be afraid to shake things up in 2010 with A/B testing, creative revamps and more targeted emails.

• Become BFFs with your ESP and the ISPs.

• Remember there’s more to your strategy than just emails (and this coming from an ESP!).

Copyright Blue Sky Factory 2009

Page 70: Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

Stay Connected

Joanna Lawson-MatthewSenior Account Manager

[email protected]@joannalm

www.blueskyfactory.comblog.blueskyfactory.com

@blueskyfactory

Thank You!Please submit your questions now.

DJ WaldowDirector of Community

[email protected]

@djwaldow

Copyright Blue Sky Factory 2009