Optimising Email marketing

Björn Elmberg, Cybercom Nov 15th, 2009

“49% of online merchants maintain that

email marketing performs better than other

forms of marketing,

including paid search, search engine

optimization, direct mail and affiliate

marketing.”

Internet Retailer2009-11-15

• E-mail penetration is 97% of consumers

•28% of all e-mail addresses become unreachable within

a year

• Permission-based emails reach consumer inboxes 75%of the time

•64% of key decision makers view email on their cell

phones (iPhone, Blackberry etc)

•69% of at-work email users view emails in their preview

panes.

2009-11-15 e.g. name of the presenter3

What is the value of Email marketing?

• Delivery rates are high; but ~60% of users are

“emotionally unsubscribing”

• Open rates and Click-through rates are flat or declining

• More granular targeting is needed

2009-11-15 e.g. name of the presenter5

• Broadcast sending

• List rentals

• Minimal personalization

• No segmenting

• Limited autoresponding

• Spam complaints – a cost of doing business

E-mail marketing 1.0

2009-11-15 e.g. name of the presenter6Infusionsoft 2009

• Data-driven

• Relevant

• Personalization based on behavior and properties

• Intelligent autoresponders

E-mail marketing 2.0

2009-11-15 e.g. name of the presenter7

• Segment & Target

• Set Expectations

• Provide Value

• Build Your Own List

• Use automation to adapt to behavior

Keys to success

2009-11-15 e.g. name of the presenter8

The e-mail conversion funnel

2009-11-15 e.g. name of the presenter9

Correcte-mail address

Central spam filer

Local spam filter

Attention (preview)

Open

Click-through

On-siteconversion

• Set expectations before sending

• Give value

• Create anticipation

• Collect data along the way

• USE THE DATA

How to avoid being spam

2009-11-15 e.g. name of the presenter10

• Subject line

• Time of day you send

• From address

• Personalization

• Relevancy

What affects attention & open rate

2009-11-15 e.g. name of the presenter11

• Short and to the point –

avoid scrolling

• Several reasons to click

• Sell

• Educate, give value

• Always stay CAN-SPAM

compliant

What affects click-through

2009-11-15 e.g. name of the presenter12

“Controlling the Assault of Non-Solicited Pornography and

Marketing “

• Don’t use false or misleading header information.

• Don’t use deceptive subject lines.

• Identify the message as an ad

• Tell recipients where you’re located.

• Tell recipients how to opt out of receiving future email

from you.

• Honor opt-out requests promptly

• Monitor what others are doing on your behalf.

CAN-SPAM Act

2009-11-15 e.g. name of the presenter13

http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.sht

m

Relevance and personalization

Recipients

$

$

Web Site

Campaign

Response and

Behavior

Visitor-Level Behavioral

Segments

Conversion

$

Single Tag

Unified Analysis

Behavioral Remarketing

Abandonment Email Marketing

• Strategy:

– Remarket to visitors that

have abandoned a shopping

cart or registration process

• Web Analytics data points:

– Products abandoned

– Categories abandoned

– Form abandoned

– Depth of purchase

consideration

– Visit recency

Browse or Affinity Email Marketing

• Strategy:

– Remarket to visitors that

have browsed particular

site areas

• Web Analytics data

points:

– Pages viewed

– Sections viewed

– Articles viewed

– Products viewed

– Categories viewed

– Depth of visit

Post Purchase Email Marketing

• Strategy:

– Leverage order confirmation or

shipped emails to cross-sell

– Marketing specific messages

• Web Analytics data points:

– Products purchased

– Products viewed

– Categories purchased

– Categories viewed

– Lifetime purchase history

Retarget Searchers with Email Marketing

Visitor FalloutRemarketing email

based on keyword

search and click path Convert

Key Takeaways – Email Marketing

Be personal, give value

and respect the customer

Automate email retargeting

Target smaller segments to

increase conversion

Thank you!

bjorn.elmberg@cybercom.com

+46-70-915 31 82

2009-11-15 e.g. name of the presenter20