relevance with a purpose

@adestra adestra.com#EmailMarketing

Relevance with a PurposeMaking Your Data Work For You (and Not The Other

Way Around)


Welcome!

• You can hear us, we can’t hear you• There will be time for questions at the end• Tweet us @adestra• #EmailMarketing


Quick introduction

Manny Ju Director of Marketing

@Pay, LLC@mannyju

Skip O’Neill VP Global Partner Network

Adestra, Inc.@skiponeill

@adestra adestra.com#EmailMarketing @adestra adestra.com

The Evolution of Email


Where are we today

• How has mobile changed the landscape

• Dynamic and conditional content moves beyond the digital junk mail

• Is relevancy still relevant?


Email and the mobile landscape


Challenges


Email marketing challenges


Subscribers are real people – treat them with respect

Email marketing challenges


Persuade subscribers to open


Persuade subscribers to open

Subject Line vs.

Friendly From Name


Identify your goals


Know your goals……and how they are measured.


In the vast majority of organizations email marketing is completed by many individuals

as part of wider marketing responsibilities


Which goals does your organization want to achieve through email marketing in the next 12 months?

Source: 2013 MarketingSherpa Email Marketing Benchmark Survey


Email remains the best channel for driving online sales

62%

12%

21%

5%

0%

Email

Direct

Link

Search

Display

62%of conversions come from email

Source: SeeWhy, “Unlocking the Secrets of Mobile Conversions”, 2014


Two out of every three emails are read on a mobile device

66%of all emails are opened on a smartphone or tablet

Source: MovableInk US Consumer Device Preference Report, Q1 2014


Email testing


Do marketers test?


Testing tips

• Timing• Know what you are

testing• Sample size• Keep testing


Same rules apply


Challenges to converting on mobile


For Smartphones, the checkout is the problem

Source: SeeWhy, 2013

0.5%

8% 94%6%

Add to cart Checkout

Success


Why abandon on a smartphone? Reason #1



Disconnect between email and ecommerce website


The Traditional End-to-End Process

Jump to web site

Add to cart Checkout

Billing & Shipping Address

Credit Card

Review and SubmitFinish cart

DONE

7 clicks and 109 keystrokes later …


Importance of an Express Checkout option

incremental sales increase with express payment

(Edgar, Dunn & Company)

25-55%


Express (Online) Checkout Options

Open NetworkClosed Network


Email+

Express Checkout=

More Revenue


Turn email into instant Point-of-Sale

Express Checkout option


Abandoned Cart Remarketing

Deep link to cart

Product description

Productimage


Abandoned Cart Remarketing strategies

• Sales-oriented1. Timing 2. Offer3. Direct link to cart4. Urgency5. Product reviews

• Customer service-oriented1. Customer service contact details2. Problems with the order


Abandoned Checkout Remarketing

Change button link to Express Checkout


Consumer Product Replenishment: Good

Personalized product content

Deep link to cart

Personalized product image


Consumer Product Replenishment: Better

Express checkout option


Business Product Replenishment

Deep link to cart


Personalized content


Transactional Message – Next Logical Product



Electric Word – iGaming Business countdown program


In Summary

1. Relevance with a purpose2. Automation can help3. Relevance = conversions4. Measured revenue, not purchase5. Email marketer’s conundrum


Questions


Questions

Manny Ju Director of Marketing

@Pay, LLC@mannyju

[email protected]

Skip O’Neill VP Global Partner Network

Adestra, Inc.@skiponeill

[email protected]


Thank you

@adestra adestra.com

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