R. A. Burrell President Internet Honey · Email Marketing Maturity What You’ll Need: Solution How...
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Email marketing R. A. Burrell President Internet Honey
Transcript of R. A. Burrell President Internet Honey · Email Marketing Maturity What You’ll Need: Solution How...
Email marketingR. A. Burrell
PresidentInternet Honey
OverviewEmail Marketing Maturity
What You’ll Need: Solution
How to do it
Think. Execute. Measure
Best Practices
Q&A
Types of EmailsTransactional Emails: Responses to internet activity with a single person.
Not subject to CAN-SPAM
Informational, often not in analytics
Bulk Releases: A common message (perhaps personalized) sent to many people.
Subject to CAN-SPAM, often a stand-alone solution
Email MaturityThe Evolution of Email Marketing
Blobs (Blast to Blobs)
Campaign Alignment
1 to 1
SolutionsWhat It Will Do:
All stages of the life cycle: Inquiry, Conversion, Retention
Handshake with Email Gateways
Tracking Measurement
HTML Designs
SMS and Email Delivery
Posts email to web page for viewing
Opt-out Automation
CAN-SPAM Act Compliance & IAB Compliance (http://iab.net)
Solution & Architecture
ProcessThink. Execute. Measure.
ThinkPlanning for Email Marketing
What You’ll Need
ThinkIf you know what people wanted, what would you say to them?
At what point during the customer life cycle are we talking to them? Acquisition? Conversion? Retention? (BTW - this is the difference between CRM and contacts)
What are your competitors saying to them?
What is the source context?
ExecuteSend the email
MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
MeasureDelivery Rate
Open Rate
Click Thru Rate
Conversion Rate
All specific to target & message
Think
Variables to TestDepends on the Goal
Must Isolate a Single Variable
Things to Know
Returning or Not
Test: In State and Out of State
Tells: Frequency
Variables to Isolate
Timing
Frequency
Variables to TestVariables to Isolate
Timing
Days after Departure to follow up
Days after No Reservation to Incent
Time of Day (7am – 11am)
Day of Week (Tues. & Sat.)
Frequency
Content
Seasonality
Partner promotions
Design & Usability of HTML Layout
Variables to Test
Prone to Promotion
Test: Offer
Tells: Minimum for Conversion
Increment by 5%, 10%, 15% or
5th Night Free, 4th Night Free,
$500 off, $700 off, BOGO
How to TestMinimum of 600 for Extrapolation (only for bulk)
Single Variable
Release to 10% first and test
Then Release to the Rest of population
Survey for Interest
List ManagementObjective: Add Data to contacts
Ways to Define The Audience
By Traffic Source
By Survey
By Website Interests
Best Practices
Test & Test & TestPriorities
1. Incentive Offers: Optimize Conversion Rates
2. Interest: Optimize Lead Nurturing
3. Content: Optimize Voice
Monthly ReviewsStanding Meeting for Performance Review
Analyze Trends in Ratios
Delivery Rate > 90% (solution issue)
Opt-Out Rate is steady, not downward trending (sign of saturation, decrease frequency)
Click Thru Rate steady or improving (content is of value)
Conversion Rate steady or improving (it’s all good)
SummaryEmail Marketing Maturity
What You’ll Need: Solution
How to do it
Think. Execute. Measure
Best Practices
Q&A
