Building an Email PracticeChris Sietsema

October 18, 2010

Pop Quiz

Direct Marketing Association, 2009

?

A. $15.22

B. $21.85

C. $43.62

D. $71.12

Pop Quiz

A. $15.22

B. $21.85

C. $43.62

D. $71.12

Direct Marketing Association, 2009

Additional Stats

$700M• Compared to $45.2B Direct Mail Spend

Planned in 2010 for Email Spend

Additional Stats

112,700

• Compared to 620,400 Search Marketers

Email Marketers in 2010

Additional Stats

96%• Compared to 12% willing to divulge social media

profiles or identity

Online adults that have shared an email address

So Why The Lousy Reputation?

Crap Sent Right to Your Inbox

Retention, Retention, Retention

Attraction

Conversion

Retention You Are Here

A One-to-Many Medium?

Revenue Model

Strategy Execution Markup

Email Products

Audits Integrated Programs

Template Design Campaigns

Email Products

Audits Integrated Programs

Template Design Campaigns

List Quality

Garbage In Garbage Out

Segmentation

JangoMail Email Marketing Survey - August 2010

Deliverability

• CAN SPAM Clearly Defined

– Physical Address

– Unsubscribe Option

– No Deception

• Your From Name

• No Funny Subject Lines

SPAM

Sender Reputation

• SenderScore.org

Testing Processes

• A/B Split • Multivariate

A

B

Measurement

Source: Epsilon.com

Industry Averages• Delivery Rate – 94%• Open Rate – 22%

– 24% for Consumer Products

• Click Rate – 6% – 7.5% for Consumer Products

• Unsubscribe Rate – 27%

Email Products

Audits Integrated Programs

Template Design Campaigns

Content ElementsAnatomy of an EmailPREHEADER

HEADERNAVIGATION

PRIMARY MESSAGE

SECONDARY MESSAGE

TERTIARY MESSAGE

RECOVERY / FOOTERCAN-SPAM / DISCLAIMER

Template Design

Template Design250

250

Horizontal Scrolling

Email Products

Audits Integrated Programs

Template Design Campaigns

CAMPAIGNSCAMPAIGNS

Lifecycle Marketing

TRACKS TRIGGERS CAMPAIGNS

MESSAGE 1WEEK 1 IF ONGOING

MESSAGES

MESSAGE 2WEEK 2 THEN

MESSAGE 3WEEK 3

Re-Engagement

Just gimme another chance?

Just gimme another chance?

Email Products

Audits Integrated Programs

Template Design Campaigns

Integrated Programs

Challenge: Synchronizing Data

Challenge: Synchronizing Data

34

Synchronizing Data

Email Messages Customer Records

{Interactions & Behaviors} {Needs & Motivations}

Strategy Creative Development Analytics

Human Resources

36

Phased Approach

1. Explore Space

2. Identify Internal Expertise

3. Start with Organic Growth

4. Bring In New Talent

5. Put Sales People to Work

To Partner or Not to Partner

Enterprise Tools

Watch & Learn

Utilities

Resources

42

Questions?

• Chris Sietsema• Teach to Fish Digital• chris@teachtofishdigital.com• 480.389.5435

• linkedin.com/in/sietsema• Twitter: @sietsema

• slideshare.net/sietsema

Slide-ography

• Slides 4-7 – Direct Marketing Association Economic Impact Study – http://directmag.com/magilla/1020-e-mail-roi-still-slipping/

• Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Survey– http://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/

• Slide 9 – Charlie Brown Christmas Charles Schulz• Slide 13 – Andy Warhol’s Soup Cans• Slide 20 – Frank Sinatra Mug Shot• Slide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative Commons• Slide 25 – hamburger from j_bary on Flickr Creative Commons• Slide 31 – The Proposal by Boy27Wonder on Flickr Creative Commons• Slide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative Commons• Slide 42 – books in a stack from austinevan on Flickr Creative Commons