Persuasive email programs Brandworks 2010
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How to Design the Most Engaging and Persuasive Emails Loren McDonald VP, Industry Relations @LorenMcDonald @Silverpop
description
Presentation delivered at 2010 Brandworks conference in Madison, WI by Loren McDonald on May 25. Discusses current state of email marketing; 3 phases of email marketing; and email design, creative and use of automation such as behavioral trigger-based programs.
Transcript of Persuasive email programs Brandworks 2010
How to Design the Most Engaging and
Persuasive Emails
Loren McDonaldVP, Industry Relations@LorenMcDonald @Silverpop
Agenda
State of Email Marketing
Email Evolution
DesignContent
Automation
Q &A
The State of Email Marketing
#3
If they were countries…
#1
Email is the #1 way consumers want to be communicated to by
businesses.
Microsoft/Hotmail
Email Marketing ROI Still Tops
$ returned for every dollar spent
Commercial email: $43.62
Paid Search: $21.85
Non-catalog direct mail: $15.22
Catalogs: $7.32
Source: DMA Power of Direct economic-impact study, 2009
But, there are challenges
Free Shipping, 20% Off – “So What”
26th Anniversary…and I get This?
And 4 years as a subscriber
Too Much and Too Little
51% are mailing 5+/month
24% are mailing 11+/month
22% send NOemails
Silverpop Study of Internet Retailer 500 - 2009
Email is Competing for Mindshare
Inbox Snapshot – Nearly Half Are Alerts/Notifications
Email Access Via Multiple Devices
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Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com.
2009 2010 2011 2012 2013
0
200
400
600
800
1,000
1,200
139 234 392659
1,107
Mobile Phone Email Users (millions)“The day when more people
read and respond to email via their handhelds than any
other platform is approaching, underscoring how critical it is to build email campaigns
that are optimized for mobile devices.”
- Mobile Marketer, October 13, 2009
Mobile Internet adoption is outpacing desktop adoption
by 8X- Morgan Stanley, Web 2.0 Summit,
October 20, 2009
The Mobile Explosion
25% to 80% of your email subscribers
are inactive
One third
And Customers Have the Last Word
So what’s it all mean?
Marketers Must Deliver the
Right Message
at the
Right Time
Evolution of Email Marketing
3 Approaches to Email Marketing
The Knowledge Funnel
Chance
Experiment
Automate
The Design of Business, Roger Martin
3 Stages of Email
1 to Many
1 to Segments
1 to 1
Pray and Spray
Test & Target
Behavior/Triggered
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
Relevant – Based on Purchase Data
Pinball, Earrings, Shredder…
Data Is the Foundation of Email Relevance
Relevance
Explicit Data
Implicit DataContent/
Offers
Frequency/Timing
NUDGE
NURTURE
ENGAGE
Key Roles of Email
Engagement – Design for Function
It Depends
Test It
Don’t make customers jump through hoops
Mobile Friendly – Header CTA
Help me Buy
- Use Bullets- Better
images- Cost?- Not clear
sidebar is coffee
- How do I get to $40?
- Deadline is hidden
• Select flights right from the
• Oakland is my preferred
departure airport
• “Book a flight” links
• Search link
• “Today, March 27”
• No minimum
• 4-7 Day Delivery
• More details below
Clean & Simple
Use Visual Cues
+ 23 %
+ 58%
39
Colors matter
+ 23 %
Product images work
+ 58 %
Multivariate test
Tell them what they will get
Visit our website
Click here to see the online demo
+ 72 %
+ 230 %
+ 44 %
42
Be descriptive
+ 72 %
+ 301 %
35% OFFEnter the Sale Now!
View the exclusive collection for sale now
Click and save online
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Engagement - Content
not dead, but…
…content that educates and
solves problems is becoming more powerful..
Old Rule:Sell the sizzle, not the
steak.
New Rule:Educate with grilling tips, recipes and wine pairing.
Content that is Engaging is…
Can we talk?
• More than ever, we want to connect with brands via real people– Think Twitter
• We want a personal note, not a direct marketing promotion
Surprise & Delight
Sell by Educating
Inform first, sell second
The From LineIs the New
Subject Line
Creative subject lines that motivate people to take the action they (and you) want,
not just open the email
What’s a Good Subject Line?
I’m Too Sexy for My Subject Line
“We've got you covered - ash guaranteed holidays from £142
Duuuuude
Can You Say Mimes in Portland?
Let your customers do the talking
Leverage Reviews
Recommendations
“Doughboy” + Valentine = Shareworthy
Automate with Triggered Emails
“Set it and forget it”
Right Message, Right Time
Triggered Emails:
3-5% of email volume45% of profits
Orbitz
Low Volume, High ROI
59.8 %Batch Campaigns
40.2%TriggeredCampaigns
95.9 %Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
Automated Email Program
Triggers based primarily on consumer behavior
Within two months of opt-in, the open rate typically
falls 20% to 25%.
Source: MarketingSherpa
Welcome emails may be the most important email
you will ever send.
Welcome to the Tafford Community
Three Reasons You Will Love Tafford + A Special
Offer
Personalize Your Tafford Experience
2009 Welcome Series Indexed Results…
Welcome #1 Performs 6X Better!
Samples of RemarketingCategory Views /
Abandonment
Product Views
Cart Abandonmen
t
Purchase History
Product Purchased
Following up with abandoners by email
yields
up to 50% conversion.
Cart Abandonment
A Special Offer To
Return To Tafford
Did You Forget
Something?
2009 Abandoned Cart Indexed Results…
25% conversion on cart abandoners.
Cart program accounts for almost 1/3 of TOTAL yearly email sales
Abandon Cart Emails
Key Takeaways
Design for function
Engage with personality / value-add content
Design automated programs for known behaviors
From 4 Pages … … to 140 characters…
Attention Deficit Disorder
Woot is a Hoot
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