BlueHornet EEC2012 Friday Keynote Address
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Transcript of BlueHornet EEC2012 Friday Keynote Address
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Which of the following statements about email marketing do you agree with?
Source: Forresters NACTAS Q3 2006 Media & Marketing Online SurveySource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008
Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
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To what extent do you trust each of the following types of advertising/promotions?
Source: North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US)Base: US Online Adults
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Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for
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• Incorporate preference centers into your welcome process
• Gather relevant information and test the amount
• Don’t take advantage of the trust
• Test pricing and discount strategies in your emails
• Test calls to action between “Learn More” and “Buy Now”
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Which of the following statements about email marketing do you agree with?
Source: Forresters NACTAS Q3 2006 Media & Marketing Online SurveySource: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008
Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
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75% of consumers expect to receive a welcome email
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• Make sure that you have a welcome email sent instantly after registration
• During registration, test asking what they want out of the relationship
• Price and Discounts are the top reasons for purchase from email (Free Shipping is a close third)
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t bombard the consumer
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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69% of consumers delete emails that don’t look good on a mobile device
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• Don’t be lazy marketers, optimize your emails for mobile devices
• Use effective subject lines and pre-header text to assist in the “triage”
• Use segmentation to group mobile users from desktop users and track performance
• Over half of respondents triage email
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Most email marketing programs fail
Source: Forrester’s The Best And Worst Of Email Marketing, Q4 2010Base: 64 marketing emails
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Relevance and Frequency continue to be the primary reasons for Unsubscribe
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• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• An overloaded inbox is the third most popular reason why someone would unsubscribe at 22%
• Think strategically first, tactically second about your email program
• Make sure your emails provide value
• Use segmentation to send engaged groups emails – utilize Win-Back Programs
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Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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15% of consumers would always change their mind from unsubscribing if given options
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• 40% of consumers might stay on your list if given options – implement an opt-down program
• Offer choices of cadence and subscription in an opt-down program
• Implement Win-Back Programs to engage the customer and renew the trust
• Ask a survey of those that are going to subscribe
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• Think strategically first, tactically second about your email program
• Make sure that you have a welcome email sent instantly after registration
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t be lazy marketers - optimize your emails for mobile devices
• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• 40% of consumers might stay on your list if given options – implement an opt-down program
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