I Want My $28! Rockin' Email Marketing ROI

DESTINATION DIGITAL

EXPLORE THE FUTURE OF MARKETING

I WANT MY $28 ROCKIN’ EMAIL MARKETING ROI

JESSICA BEST BARKLEY | Director of Data Driven Marketing

EMAIL MARKETING

@bestofjess

@bestofjess

Email Marketing Return on Investment (ROI)

MARKETING CHANNELS PREFERRED FOR SOURCING HIGH-VALUE LEADS Marketing Channel 2014 2013 Variation

Email Marketing 57% 54% 4%

Search Engine Optimization Pay Per Click

55% 46% 9%

Social Media 44% 37% 7%

Conferences, Tradeshows & Events 39% 39% 0%

Direct Mail 26% 28% -1%

Online Display / Banner Ads 25% 20% 5%

Public Relations 23% 28% -5%

Webinars 22% 20% 5%

Offline Media: Print Ads 16% 14% 2%

Mobile Ads 11% N/A N/A

Offline Media: TV 9% 5% 4%

Content Syndication 8% 9% -1%

Offline Media: Radio 6% 6% 0%

App Stores 3% 3% -1%

Ifbyphone State of Marketing Measurement Survey, May 2014

77%

77% of consumers reported that they prefer to receive permission-based marketing communications through email. It’s also the most preferred channel for Millennials.

Email generates nearly a 2x return, compared to other channels.

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The Direct Marketing Association reports that for every $1 invested, email marketing, on average, earns $28 in return.

$ $28 =

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Campaign List Size Expenses Revenues ROI

Free Shipping Offer 100,000 $1450 $31,245 $20.55

Free Product With Purchase 100,000 $1450 $24,996 $16.24

New Customer Bounce Back 1,000 $85 $3,513 $40.33

revenue - expensesROI = expenses

To Increase ROI:Increase revenue, or Decrease expenses

3 WAYS TO GUARANTEE BETTER ROI

Improve Inbox Placement

Re-Engage or Trim Inactives

Trying & Testing Ideas that ROCK

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Improve Inbox Placement

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of email marketing is that 15% of your email never makes it to the inbox

DIRTY LITTLE SECRET

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15% of Email Marketing Doesn’t Make It to the Inbox

Australia Brazil Canada

Spain U.K. United States

France Germany Italy

89% 60% 83%

76% 87%. 87%

84% 89% 81%Inbox

Spam

MissingSource: ReturnPath, 2014

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What if you made it through to the Inbox?

Potential Openers

18%increase in response

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Improve Deliverability

Sent Opens Open % Clicks Click % Expenses Revenues ROI Before 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14 After 100,000 23,500 24% 5,800 5.9% $1,450 $41,175 $27.40

What your results could be with 100%

inbox placement

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Deliverability = Technology + You

What your email platform should

do for you

What YOU can do to improve

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Deliverability = Technology + You What your email platform should do for you 1

Throttled sendingBuilt-in CAN-SPAM compliant address

Automated/immediate unsubscribe handling

Feedback loop subscription & complaint handling

Optional: Certified Sender Status (Paid)

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Deliverability = Technology + You What YOU can do to improve 2

Create good content

Maintain a clean, permission-based email list

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Deliverability = Create Good Content

Balance of images and text (or 500+ characters of text)

Watch your language

Go easy on symbols and using ALL CAPS

Use clean, email-friendly HTML code and design

images

text

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THE EMAIL MARKETING DUCK TEST If it looks like spam,

And quacks like spam, You’re probably spam.

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Emails That Look Like Ducks Spam

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Test Your Content Before You Send

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Monitor Inbox Placement After Sending

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Deliverability = Clean, Permission-Based Lists

2 Re-engage or Trim Inactives

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Re-Engagement Campaigns

Lost Year 1

Lost Year 2

Lost Year 3

Lost Year 4

Lost Year 5

13.5% remains after 5 years

Up to 33% of your list can turnover each year.

Source: MarketingSherpa

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Up to 40% of your email list hasn’t opened, clicked or purchased in over a year.

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Trim Inactives

Re-engage 1-2% and increase revenues. Trim the rest and save the expense of sending inactives.

What you THINK your results are

20% Open Rate

20% Opened 40%

NEVER open 40%

Didn’t Open This Time

What your results

actually ARE

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Trim Inactives

Sent Opens Open % Clicks Click % Expenses Revenues ROI Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14 Post-Cleanse 60,000 23,000 33% 5,000 8.3% $1,200 $35,000 $29.17

What your results could be if you

trimmed inactives

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3 Point Email Re-Engagement Campaign

We Miss You! Come back and receive [value]

1 2

Confirm Now to stay subscribed

or miss out on [value]

3

Sorry To See You Go Re-Subscribe

at any time, here.

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Re-Engagement Campaigns Cross Channel

In-Store & Point-Of-Purchase

Telemarketing Follow Ups

Direct Mail

Online Ads / Social Media Outreach

Be sure to ask for an updated email address so you

can reconnect via your most cost cost efficient medium

3 Trying & Testing Ideas that ROCK

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Why We Test To Learn What Works Pop Quiz: Which Subject Line Won?

a.  Two chances to win

b.  Two chances to WIN

c.  Start a winning tradition

d.  Start a winning tradition!

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a.  I Spy a Winner

b.  Be A Hallo-Winner

c.  Trick or $5,000 Treat?

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a.  Help us solve hunger.

b.  Donating 1 million meals.

c.  You can help solve hunger.

Most Opens

Most Clicks

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Ideas with Rockin’ Email ROI “Earned” rewards break through the clutter

BONUS TIP: Subtle

use of animated GIF

to “celebrate”

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Ideas with Rockin’ Email ROI Targeting = demographic + behavioral

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Ideas with Rockin’ Email ROI A bank’s onboarding campaign stretches 90 days: The “honeymoon period for new customers.

Nextday

2weeks

6weeks

10weeks

12weeks

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Ideas with Rockin’ Email ROI Another bank follows recruits through graduation and beyond

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Ideas with Rockin’ Email ROI A luxury car company uses auto-magic email and survey follow up for happier customers (service) & nurtured sales.

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Ideas with Rockin’ Email ROI Event Marketing + Pups + Giving Back

Save the Date (+ Subject Test)

Invite 2013 Participants

Sign Up Now Reminder to Registrants

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Ideas with Rockin’ Email ROI Referral Campaigns & WOM

9-13%conversion

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Ideas with Rockin’ Email ROI

Coffee Roaster racks up ROI with a new product announcement and by telling a good story.

Over a $20 ROI … without a coupon!

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Time / day test shows Cyber Monday’s true colors. Sunday’s sneak peek drove 19% more action!

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An eCommerce site uses their best deal of the year as a re-engagement campaign for inactives.

ROI was $27.40 Re-engaged nearly 4%


THANK YOU!

I Want My $28! Rockin' Email Marketing ROI

Business

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