Ljubljana: Michael Leander at Lisac & Lisac Tom Schreiter event
-
Upload
michael-leander -
Category
Business
-
view
1.478 -
download
0
description
Transcript of Ljubljana: Michael Leander at Lisac & Lisac Tom Schreiter event
How to find more
customers through email marketing (and
social media)
Michael Leander
For more like this – get newsletter, click on link: http://michaelleander.com/newsletter.html
The goal for any marketer in 1997, 2012?
A Relevant offer
Right timing
Effective channel
Target
B C D
April 14
3
Invest 1 US$ get 43 US$ back
This is what is happening
0%
10%
20%
30%
40%
50%
60%
70%
2000 2004 2007 2010
OpenRate
CTR
TIP: check your database frequently
Never active
Seldom active
Active frequently
Always active
50-90% are never active !
Targeting
A CTR: 26,22%
B CTR: 5%
C CTR: 10,32
Which one performed best in terms of CTR?
A B C
10
Who is Michael Leander? My background related to email marketing
- First email campaign in 1995
- Consulting internationally since 2002
- Acquired ESP & build to market leader, now sold
- Judge at Direct Marketing Awards in Europe & Africa
- Chairman of FIMAC (FEDMA’s Email Marketing Benchmark)
11
Email Marketing Basics
The purpose of email marketing is to acquire,
convert, sustain and grow customers whom then in
turn will attract other customers’ through
referrals
Where in the customer lifecycle can you use email marketing?
Acquisition Win-Back Convert Retention
Lifecycle of a customer
Opt-in
Sell
Loyalty programs
Newsletters / OTS (stimulate & educate) Win-Back C
usto
mer v
alu
e
Profiling
High
Low
Overcoming typical barriers
16
Consumers are exposed to 3.000 6.000 marketing messages every day
mobile marketing user generated content email
marketing Enterprise 2.0 customer experience
RSS feeds marketing web 2.0 permission
marketing communities conversations TV
COMMUNICATION OVERLOAD The Moment of truth
push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY
S OC IA L NETW ORK IN G
Short attention span, loads of intrusion - how do you cut through the clutter?
Email marketing can hurt your reputation Reputation is “the
result of what you do, what you say, and what other people say about you”
Manage Expectations
Change of mindset:
From inbox to mindbox focus
Getting critical mass in subscribers
0
5
10
15
20
25
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
GROWTH IN SUBSCRIBERS
How would you spend 100%?
Content of
messages/offer Target group
Creative Deliverability
100%
40%
10%
40%
10%
Get more
• Get the slides and a 5 step guide to get started with email marketing
• Give me your business card or a note with your name and email address
• Or write [email protected]
5 questions you must
answer first
27
PAR
T 1
The war of the inbox/mindbox starts pre acquisition
28
At the back of their mind, your audience thinks
- too many emails in the inbox - not enough time to read info - concerns about how you treat their information - is it worth the time and effort? - can you be trusted? Are you telling the truth? - what’s the catch?
Welcome to the war of the inbox / mindbox
What are you trying to acquire permission for? Are you going to be smart about this?
Send offers and promotions
Send newsletters
Send Alerts and updates
29
1 Volume indicator
H
L
Recipient engagement
L
H
Prioritize: Whom are your most important permissions?
(c) Michael Leander Nielsen, 2009
32
2
Whom exactly are you intending to engage?
33
2a
Operational
Middle management
Top management
CEO
CTO
DB Admin Programmer
CMO
Marketing asssistant
How do you plan to differentiate your messaging to accommodate different recipients needs and to
be RELEVANT to the recipient?
B2B B2C
How are you going to use email marketing to support your selling process aligned with customer buying process?
34
2b
Customer lifecycle marketing automation Differentiated approach addresses different needs
1Pre Sale
2Sale
3 Past Sale
Pre Departure
4Departure
5 Arrival 1.
destination
6 Travel &
experience
7 Comming
home
8 Evaluation
& Reliving
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before sale,
during and after
Transactional Behavioral Targeted
Example Travel
SMS/Email
Insurance Car rental
Excursions Car rental
Recommend to friends
Your objectives for email permission marketing
Customers
• Build relationship
• Sell more stuff (cross-sell/upsell)
• Profile customers
• Expand touch points with customers
Prospects
• Initiate and build relationship
• Customer acquisition
• Profile prospects
• Survey prospects
Churners + others
• Create referral mechanisms
• Re-activate lost customers (win-back activities)
36
Success defined by
# referrals Win-back
Success defined by
Convert to customer
CTR
Success defined by
Sales Repeat
Business
3
Effect & ROMI
Measuring effect/results
CTR - Click Through Rate (# unique clicks)
MWR - Most Wanted Response, successrate
ERR - Effective Response Rate (# have purchased or reacted to offer)
Referral effect (such as tip a friend)
What was saved?
What was earned?
37
Emails sent
Emails opened
Emails clicked
Pages visited-browsed
Call-to-action
YES
Content interest revealed through tracking
How much are you willing to invest?
The price of acquiring a permission depends on how much information you require
39
4
B2C – level of profiling B2B – level of profiling Acquisition cost
Email address only Email address only 0,25 to ?
+ First name, last name, gender
+ First name, last name, position
Add money
+ Postal address + Postal address Add money
+ Telephone/mobile + Telephone/mobile Add money
+ Info about buying intend + info about buying intend Add money
+ Special interests / qualifying information
+ Special interests / qualifying information
Add money
Free gift
Benefits + content concept
Re-confirm USP
Customize -> show care
about relevancy
Landingpage Unique Email marketing Proposition
Landing page #1 Landing page #2
Which page generated most registrations?
275 conversions 110 conversions
What to consider for your landing page and variations of sign-up form
• Headline
• Long Copy vs. Short Copy
• Credibility Logos
• Security Assurance
• Banner Present vs. Not Present
• Submit Button / Order Button Text
• Audio / Video Message
• Testimonials
• Urgency
• Price
Fact: You have 8 seconds to engage
(c) Michael Leander Nielsen, 2009
43
Cheapest acquisition channel
95% of visitors leave quickly
Does Size Really Matter When It Comes to Email Opt-In Form Overlays?
47
A B
Got + 8,8% increase
Integrate call to actions
85%
15%
First impressions last !
• What is so special about the first hour after somebody signs up to your email communcation?
• Where is your opportunity ?
You’ve got a new ”permission” – now treat her nice with a welcome program
Welcome email with
offer
1 day later: Our most popular stories (offers,
videos etc)
5 days later e-mail
10 days later email
First newsletter
Satisfaction survey;
how are we doing, how
can we improve, is this for you
And so on
Reaffirm the value you offer
Push profile update – increase knowledge
Give a reason to respond now
Your content concept and your email value proposition
52
5
Article content
Special interest
Advice, guides
Promotions
Exclusive offers
First to get info
Special coupons
Special events
Subscriber only events
?
Think like a publisher !
Bil vask, baby
(c) Michael Leander Nielsen, 2008
54
55
Intro links
Intro story
Functional links
Survey or result
”Products”
Activate profiling
”Article”
Sender branding
”more articles”
Functional links
Can be differentiated
based on profile
Test formats
BALANCE STREAM 27
18
22
21
0
39
29
14
34
41
Test subject lines (A/B split)
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32% B -> 42%
Include share buttons and links in your email communication – engage !
“Email messages that include a social media sharing option generate a 30% higher click-through rate (CTR) than those without sharing options- and messages with three or more sharing options generate a 55% higher CTR. “ Email Marketing and Social Media Integration Report" (2010)
-> Link opens message in social network -> Default text to share -> Track # of shares -> Track # of conversions
T: twitter.com/michaelleander M: +45 27 28 29 53 E: [email protected]