How-To: Proven Processes for Accelerating Email Marketing...
Transcript of How-To: Proven Processes for Accelerating Email Marketing...
![Page 1: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/1.jpg)
Sergio BalegnoDirector of Research MarketingSherpa
How-To: Proven Processes for
Accelerating Email Marketing Performance
W. Jeffrey RiceResearch AnalystMarketingSherpa
![Page 2: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/2.jpg)
Annual research-based process leads to improving email marketing performance
• Benchmark Report – Find what works for thousands of email marketerso Mature tactic, incremental improvements
o Multiple tactics accelerate performance
• Handbook – Identify best practices and formulate a methodologyo Current stage of process for email marketing
o Sneak peek at new methodology
• Knowledge transfer – Teach email marketers how to apply best practiceso Summits, workshops, certification, webinars
• A continuous improvement process
![Page 3: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/3.jpg)
Benchmark Report: Top email challenges for 2011
• Relevancy most significant challenge to overcome
• List growth increasingly difficult – but not “mission impossible”
• Proving ROI wins over c-suite skeptics that control budgets
• Making it into the inbox – not as easy as it sounds
• Methodology for overcoming challenges and accelerating email performance in 2011
![Page 4: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/4.jpg)
A sneak peek… New email methodology for making L.E.A.P.S. and bounds in performance
Leverage all tactics to build lists
Engage your audience with relevant content
Act respectfully to ensure deliverability
Place email in pipeline to quantify ROI
Sync email with social and smartphones
![Page 5: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/5.jpg)
Leverage all tactics to build lists
![Page 6: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/6.jpg)
Three dimensions of list growth tactics
• 3D view of tactic – usage, effectiveness and difficulty
• List growth reached plateau – ineffective use of tactics
• Prioritize by effectiveness –not degree of difficulty
![Page 7: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/7.jpg)
Leverage all tactics to build quality lists
![Page 8: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/8.jpg)
Ask. Wherever, whenever
Scan this QR code to sign up forMarketingSherpa e-newsletters
![Page 9: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/9.jpg)
Offer incentives
![Page 10: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/10.jpg)
• The company: Washington Capitals, NHL
• The marketplace: Sports entertainment
• The product: Professional hockey
• The channel: Audio Flash App
• The campaign objective: Capture email addresses for e-newsletter
Case study background
![Page 11: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/11.jpg)
Campaign
![Page 12: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/12.jpg)
• Step #1. Design coach- and player-themed Flash application
• Step #2. Enable audio recording for further personalization
• Step #3. Include registration form for saving and sharing
• Step #4. Launch and promote at start of playoffs
Execution
![Page 13: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/13.jpg)
• In one week, they:
o Grew their email newsletter database by nearly 10%
o Received 15,000 impressions for the Slapstick site
o Saw 80% of users who created videos sharing them with their peers
• 2010 Holiday Season
Results
![Page 14: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/14.jpg)
Engage with relevant content
![Page 15: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/15.jpg)
Three dimensions of relevancy tactics
• Relevancy – right content to right people at right time
• Challenge – both content and capabilities intensive… technology, data segmentation
• Good news – effectiveness trumps “fast and easy”
![Page 16: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/16.jpg)
Engage with relevant content
RelevancyContent
Segmentation Real-Time
![Page 17: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/17.jpg)
Create contagious content
3 Kinds of content creation
• Repurposed
• User-generated
• Original
![Page 18: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/18.jpg)
Segment data
• Endemic data
• Transactional data
• Behavioral data
• Computed data
![Page 19: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/19.jpg)
Real-time communications
Trend-jacking ideas:
• Weather conditions
• Big events
• News stories
![Page 20: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/20.jpg)
• The company: Eldorado Hotel & Casino
• The marketplace: Entertainment
• The product: Hotel packages
• The channel:
Email, SMS and social media
• The campaign objective:
Hotel bookings
Case study background
20
![Page 21: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/21.jpg)
21
Campaign
![Page 22: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/22.jpg)
• Step #1. Craft a relevant offer
• Step #2. Integrate with PPC ads, SMS and social media
• Step #3. Segment email list
• Step #4. Send email
Execution
![Page 23: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/23.jpg)
• The team sold 28% more ski packages in December than the rest of the year combined
• Since the team used in-house resources and low-cost channels for the effort, ROI was about 1,200% for the campaign
• They used Web analytics and custom phone numbers to monitor performance. The campaign's revenue via channel broke down as:
o Email: 56%
o Website: 25%
o Mobile: 14%
o Social: 5%
Results
![Page 24: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/24.jpg)
Act respectfully to ensure deliverability
![Page 25: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/25.jpg)
Three dimensional view of deliverability tactics
• Complex challenge requires specialized expertise
• Some tactics technology versus marketing reliant
• Relevancy also a factor in deliverability
![Page 26: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/26.jpg)
Act respectfully to ensure deliverability
ReturnPath found in North America:
20% of email goes undelivered 4% is classified as junk16% just goes missing
![Page 27: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/27.jpg)
Reputation is the #1 factor
Four reputation factors in your hands:
1. List hygiene2. Engagement3. Complaints4. Sending permanence
![Page 28: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/28.jpg)
List hygiene
• Win-back
• Confirmation
• Delete dead wood
![Page 29: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/29.jpg)
Relevancy leads to deliverability
Contagious content
Increased open and click rates
Improved sender reputation
Reduced spam detection
Improved email deliverability
![Page 30: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/30.jpg)
New webmail prioritization features
![Page 31: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/31.jpg)
IP permanent home and complaints
![Page 32: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/32.jpg)
Place email in pipeline to quantify ROI
![Page 33: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/33.jpg)
The perception of ROI is driving investment
• About ¼ of organizations producing measureable ROI
• Proving ROI wins over skeptics – drives investment
• About ¼ still think it’s free –and are destined to get what they pay for!
![Page 34: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/34.jpg)
Where are you pouring your emails?
![Page 35: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/35.jpg)
Place email in pipeline to
quantify ROI
Automated emails:
• Welcome
• Triggered
• Transactional
• Cart abandonment
• Reactivate
![Page 36: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/36.jpg)
• The company: Nortel
• The marketplace: Technology
• The product: Communication infrastructure solutions
• The channel: Email, PPC, social and online events
• The campaign objective: Close the pipeline
Case study background
![Page 37: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/37.jpg)
37
Campaign
• Step #1. Collaborate on campaign plan with sales team
• Step #2. Develop message map
• Step #3. Segment audience
• Step #4. Create campaign microsite
• Step #5. Automated 4 Part- Email Campaign
• Step #6 In-person and webinar CXO roundtables
• Step #7. Sales team follow-up
![Page 38: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/38.jpg)
• Mailer #1. Details about Nortel’s role in providing infrastructure for the 2010 Vancouver Olympic winter games
• Mailer #2. Third-party analysis of the value of implementing VOIP networks
• Mailer #3. An analyst report about how CIOs should evaluate the impact of mergers and acquisitions
• Mailer #4. Reminders of the special deals offered in Q4
Automated emails
![Page 39: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/39.jpg)
• The number of prospects and customers that registered for the microsite or participated in the events represented 30% of the company’s sales pipeline.
• 34% of revenue generated in November and December came from accounts that had interacted with the program.
• Nurturing emails generated open and clickthrough rates far above the team’s average. For example:o First nurturing email – 43.6% open rate, 11.51% CTRo Second nurturing email – 34.9% open rate, 17% CTRo Third nurturing email – 31.3% open rate, 7.1% CTR
Results
![Page 40: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/40.jpg)
Sync with social and smartphones
![Page 41: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/41.jpg)
Social sharing effectiveness
• Sharing email content through social channels still emerging
• Effectiveness based on perception of social marketing effectiveness
• As social marketing matures, so will the perception of social sharing effectiveness
![Page 42: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/42.jpg)
• Audience growth
• Customer’s voice
• Clarity via competition
• Smart preparation
Social media’s positive influence
![Page 43: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/43.jpg)
Helpful hints:
• Share by design
• Communication consistency
• Listen, learn and test
Sync with social media
![Page 44: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/44.jpg)
Nielsen Company reported in October 2010 that 29.7% of U.S. mobile subscribers operated fully-loaded smartphones
Sync with smartphones
![Page 45: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/45.jpg)
Helpful Hints
• Have a Mobile Web presence
• Research
• Plan, but don’t perfect
• Ensure an excellent experience
1. Narrow emails
2. Increase font size
3. Add space around links
4. Be brief
5. Prioritize use of tracking links
6. Add “view on mobile” link
7. Preview and test
Sync with smartphones
![Page 46: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/46.jpg)
Make L.E.A.P.S. in your email marketing efforts
Leverage all tactics to build lists
Engage your audience with relevant content
Act respectfully to ensure deliverability
Place email in pipeline to quantify ROI
Sync email with social and smartphones
![Page 47: How-To: Proven Processes for Accelerating Email Marketing ...ftp.marketingsherpa.com/heap/presentations...•Handbook –Identify best practices and formulate a methodology o Current](https://reader034.fdocuments.us/reader034/viewer/2022042413/5f2ccfc283e2c3677852d6c9/html5/thumbnails/47.jpg)
47
Thank you. Questions?
Sergio Balegno, Director of Research, MarketingSherpa
W. Jeffrey Rice, Research Analyst, MarketingSherpa