eec10 critical email prospecting strategies for 2010 worldata

Email Evolution Conference 2010

What’s Working Now in Direct

Marketing

Jay Schwedelson

[email protected] – For Slides and our Q1

Email Pricing Whitepaper

mailto:[email protected]

List Procurement

Data Warehousing

Data Hygiene

Email Services

International Data Prospecting

Web Media Buying

Best Practices

For Over 400 Leading Companies…

What we do…

Creative:

Text Based Links vs. Image

Based Links

•74% of all emails sent will have images

blocked by default.

•66% Consumer

•82% B2B

•What does this mean to you?

Worldata Research Summary 2009

Creative:

Text Based Links vs. Image Based Links

IMAGE BASED LINKS: Links

that are graphics and not text

that is hyperlinked

Source: Worldata Email Usage Study Q4 2009

Creative:


SO WHY DOES

THIS MATTER?


Creative:


Because these

three links

generate 83%

of all the click-

throughs in

email

messages sent

This image

based linked

only generates

9% of all click

throughs


Citrix

Great Email! Blocked

but the offer comes

through and the overall

structure is still in place


Creative:


SO WHY DOES

THIS MATTER?


SO WHY DOES THIS

MATTER?

This is the same email

This is what

74% of your

recipients see

by default

Creative:



TEXT LINKS vs. IMAGE LINKS

TEXT LINKS out pulled IMAGE

LINKS 3-1

Creative:


TEXT BASED LINKS:

Links that are text that

are hyperlinked


APPLE EXAMPLE:

The Right Way


BEST BUY: ALL IMAGE LINKS


View on a PDA

Creative:SMART PHONES and Your Campaign


View on a PDA

48% of Technology

Decision Makers read

more than half of all email

on Smart Phone Devices.Source: MarketingSherpa



View on a PDA

‘View on PDA’ in similar

campaigns was the 3rd

most clicked on link

within message (11% of all

clicks)



This matters on

BOTH your landing

page and email

messages – images

must continue to be

hosted long after

campaign

DID YOU

KNOW?

16% of all

click-

throughs will

occur AFTER

the event

date of your

offer has

occurred!

Tips that make a difference…


Source: Worldata Email Usage Study 2009

Top 3 Links Clicked:

Product / Click Here 29%

Logo / Brand 14%

Format Issue Link 12%

Understanding what your recipients are trying to tell you…


Segments as Personalization

•Having a segment used in the subject line has

generated an increase in open rates of 42%

• Enterprise IT Security Whitepaper

• Government IT Industry Report

• For CFO’s Only – Exclusive Summit

• Q4 Retail Report – Offer Ends Today


Date in Subject Line

•Having a date or specific time period in the subject

line has generated an increase in open rates of 39%

• Offer Ends Friday

• 2 Days Left

• Offer expires today

• Offer ends October 22


Segmentation

• How Can I Segment Beyond Title, Job Function and Industry?

Omit Domains: Hotmail, Yahoo, AOL, etc

Setup a remail to ‘clicks’ or ‘opens’ only

Target by ‘role change’ or ‘up the corporate ladder’ selects

Call AFTER Click– BEST PERFORMING TEST


Follow up email

Critical to drive overall response rates up


What Happens After The Click?

You must go through and register yourself.

Is the process simple?

Clear your cache and cookie file prior to testing

so you can see what everyone else will see.


Commit to making at least one change in each campaign

I need to change my from name.

I need to change my subject line.

I need to change specific words in my copy.

I need to decrease content and simplify.

I need to increase clickable areas or clicks.

I need to highlight actionable items more.

I need to change my offer.

Every Campaign is the Chance To Improve

Date in Subject Line

• Having a date or specific time period in

the subject line has generated an

increase in open rates of 38%

• Offer Ends Friday

• 2 Days Left

• Offer expires today

• Offer ends October 22


Oh, one more thing on your

way out…

• Top Reasons For Unsubscribing:

•38% - Frequency of Emails •23% - Lack of relevance•12% - Didn’t know they were subscribed•27% - Other

Why they leave is as important as why they join


• Last Chance Option Results:

8% of ‘Option Receivers’ elect NOT to

remove themselves when asked


Are ‘Social’ people good

targets for email?

How does a heavy social media user translate to email?

Individuals who use Facebook or Twitter at least 1x per week are 38% more likely to open a 3rd party email promotion

Individuals who log into LinkedIn at least 1x per week are 37% more likely to open a 3rd

party email promotion


Targeting By Email By Social Interactions

Microsoft Office 2010 –the Outlook Social Connector

Example: You can email LinkedIn connections directly from your inbox

KEY TARGETING:◦ Market to those business

contacts who have a LinkedIn account. This element is becoming more widely available (Twitter Handles also becoming more available as a selectable element).


• Can you grow your business this way?

• Do you have a facebook page? A Twitter account?

• This is your first step…

You Have 5 Days To Respond…

• When someone subscribers, registers or provides email data to you in any other way you have 5 days to send a follow up email acknowledging this event.

• After 5 days your ‘remove rate’ will increase 150%

• After 5 days your ‘lifetime value’ for that individual will drop by over 50%


New Ways to Segment

That Really Works

• How Can I Segment Beyond Title, Job Function and Industry?

• Omit Domains: Hotmail, Yahoo, AOL, etc

• Setup a remail to ‘clicks’ or ‘opens’ only

• Target by ‘role change’ or ‘up the corporate ladder’ selects

• Call AFTER Click– BEST PERFORMING TEST

Applying Traditional Methods Online

Gmail Users Have Higher Credit Scores than Yahoo Mail Users October 18th, 2009

• Does your email address reveal something about your credit score? According to Credit Karma, an online credit checking service, it might.

• The company has taken data from its users and split it up by email address, finding that Yahoo Mail users have the lowest credit scores of all. Bellsouth and Comcast users have the highest credit ratings, while Gmail users rank third. MSN, Hotmail and AOL users take 4th, 5th and 6th position respectively.

What day is it?

What time is it?

Does it matter?

Never send an email out after 4pm EST

Allow at least two weeks out from event date

Final reminder emails should be sent 2-3 days prior to event

Test Mondays if you have avoided them in the past

Test 8am campaign deployment

Day, Time, and Other Key Areas to Consider

Mobile Marketing

Who is Mobile Marketing Working for?– MMS: Multimedia Message Service

• MMS mobile marketing can contain a timed

slideshow of images, text, audio and video

• Nearly all new phones produced with a color

screen are capable of sending and receiving

standard MMS message, with the notable

exception of the iPhone.

– SMS: (Short Message Service): Basic Text

Messages. SMS has become the most popular

branch of the Mobile Marketing industry with

several 100 million advertising SMS sent out every

month in Europe alone

– Location Based Services (LBS) are offered by

some cell phone networks as a way to send

custom advertising and other information to cell-

phone subscribers based on their current location.

Explicit Opt-In is a ‘MUST’. Be very wary of any list

provider who says they have an ‘Opt-In’ list of mobile

contacts.

Have you ever opt-in to mobile solicitations?

http://en.wikipedia.org/wiki/IPhone

Quick Email Tips

Which Subject Line Will Work The Best?

Select 10% of the file you plan on mailing and divide that audience into 2 groups.

– Have each group receive different subject lines. Wait 24-hours for Open and Click data and roll-out with top performer.

Offers That Work

Offers That Work – B2C Campaigns

Top 4 Offers Targeting New and Existing

Customers via Email: Q4 2009

• Free Shipping

• Invite Only Events

• Discount off next purchase

• Gift with purchase

Worldata Research Summary 2009

Offers That Work – B2B Campaigns

Top 4 Offers Targeting New and Existing

Customers via Email: Q4 2009

• Whitepaper (Not as strong as previous qtrs)

• 3rd Party Content Report

•(fastest growing in terms of response rates)

• Product Discount

• Web Based event

• (physical events dropped significantly in last 3 qtrs)

Top 3 Links Clicked:

• Product / Click Here 28%

• Logo / Brand 16%

• Format Issue Link 12%

Source: Worldata Email Usage Study 2009

Reporting During Registration Process

Source: Fresh Address

2%2%

4%5%5%

3%4%

14%

12%

23%

26%27%

23%

26%

0%

5%

10%

15%

20%

25%

30%

35%

Mo

nd

ay

Tu

es

da

y

We

dn

es

da

y

Th

urs

da

y

Fri

da

y

Sa

turd

ay

Su

nd

ay

Reads

Clic k s

Source: Worldata Email Grouping Study 2009

Increase of

42% since

2006

Day of the Week

Source: Worldata Email Grouping Study 2009

15%

22%

25%

30%

28%

26%26%26%

30%

27%27%

24%23%

20%

3%

6%

4%5%5%5%4%4%

5%5%5%4%3%

2%

0%

5%

10%

15%

20%

25%

30%

35%

6:0

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M

7:0

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M

8:0

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9:0

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10

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AM

11

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1:0

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Reads

Clic k s

Campaigns take 48 hrs to be

delivered under normal

circumstances. Time of day is not

a critical component.Time of the Day

Great Free Stuff!

Quantcast.com

Researching Your Target Audience

Where Do You Find This Data About Your Audience?

Quantcast.com - Look up the sites with the greatest traffic in your niche on Quantcast. This will tell you a TON about your audience, including:

• Age

• Sex

• Ethnicity

• Income

• Education Level

• Kids/No Kids

• Passers-by, Regulars, Addicts

• What other sites do they visit?

• What keywords are they searching for?

• What other sites have similar audiences?

Compete.com

Browsershots.org

Popuri.us

Email Evolution Conference 2010

What’s Working Now in Direct

Marketing

Jay Schwedelson

[email protected] – For Slides and our Q1

Email Pricing Whitepaper

mailto:[email protected]

eec10 critical email prospecting strategies for 2010 worldata

Business