Email marketingR. A. Burrell

PresidentInternet Honey

OverviewEmail Marketing Maturity

What You’ll Need: Solution

How to do it

Think. Execute. Measure

Best Practices

Q&A

Types of EmailsTransactional Emails: Responses to internet activity with a single person.

Not subject to CAN-SPAM

Informational, often not in analytics

Bulk Releases: A common message (perhaps personalized) sent to many people.

Subject to CAN-SPAM, often a stand-alone solution

Email MaturityThe Evolution of Email Marketing

Blobs (Blast to Blobs)

Campaign Alignment

1 to 1

SolutionsWhat It Will Do:

All stages of the life cycle: Inquiry, Conversion, Retention

Handshake with Email Gateways

Tracking Measurement

HTML Designs

SMS and Email Delivery

Posts email to web page for viewing

Opt-out Automation

CAN-SPAM Act Compliance & IAB Compliance (http://iab.net)

Solution & Architecture

ProcessThink. Execute. Measure.

ThinkPlanning for Email Marketing

What You’ll Need

ThinkIf you know what people wanted, what would you say to them?

At what point during the customer life cycle are we talking to them? Acquisition? Conversion? Retention? (BTW - this is the difference between CRM and contacts)

What are your competitors saying to them?

What is the source context?

ExecuteSend the email

MeasureDelivery Rate

Open Rate

Click Thru Rate

Conversion Rate

All specific to target & message

MeasureDelivery Rate

Open Rate

Click Thru Rate

Conversion Rate

All specific to target & message

MeasureDelivery Rate

Open Rate

Click Thru Rate

Conversion Rate

All specific to target & message

MeasureDelivery Rate

Open Rate

Click Thru Rate

Conversion Rate

All specific to target & message

Think

Variables to TestDepends on the Goal

Must Isolate a Single Variable

Things to Know

Returning or Not

Test: In State and Out of State

Tells: Frequency

Variables to Isolate

Timing

Frequency

Variables to TestVariables to Isolate

Timing

Days after Departure to follow up

Days after No Reservation to Incent

Time of Day (7am – 11am)

Day of Week (Tues. & Sat.)

Frequency

Content

Seasonality

Partner promotions

Design & Usability of HTML Layout

Variables to Test

Prone to Promotion

Test: Offer

Tells: Minimum for Conversion

Increment by 5%, 10%, 15% or

5th Night Free, 4th Night Free,

$500 off, $700 off, BOGO

How to TestMinimum of 600 for Extrapolation (only for bulk)

Single Variable

Release to 10% first and test

Then Release to the Rest of population

Survey for Interest

List ManagementObjective: Add Data to contacts

Ways to Define The Audience

By Traffic Source

By Survey

By Website Interests

Best Practices

Test & Test & TestPriorities

1. Incentive Offers: Optimize Conversion Rates

2. Interest: Optimize Lead Nurturing

3. Content: Optimize Voice

Monthly ReviewsStanding Meeting for Performance Review

Analyze Trends in Ratios

Delivery Rate > 90% (solution issue)

Opt-Out Rate is steady, not downward trending (sign of saturation, decrease frequency)

Click Thru Rate steady or improving (content is of value)

Conversion Rate steady or improving (it’s all good)

SummaryEmail Marketing Maturity

What You’ll Need: Solution

How to do it

Think. Execute. Measure

Best Practices

Q&A

Questionsra@internethoney.com