SAAL B - 09:00 The Ultimate Guide to Email Acquisition Marketing – Top 10 Tips with Daryl Colwell,...

www.Matomy.com | @MatomyGroup

THE ULTIMATE GUIDE TO EMAIL ACQUISITION MARKETING

Daryl ColwellSVP, Matomy Media Group

Performance Marketing Insights EuropeBerlin

24 June 2015


• State of email acquisition marketing

• Domain challenges – AOL, Yahoo, Hotmail

• Pros and Cons: CPM vs. CPA email

• How to manage your email marketing

program

• Q&A

AGENDA


2007

LAUNCHED

430

EMPLOYEES

12

OFFICES

26,000

MEDIA PARTNERS

5,000

CUSTOMERS

• Manage North American

performance marketing

business for Matomy

• 15 years in digital

• Forged partnerships with

several blue-chip

international advertisers

ABOUT ME ABOUT MATOMY


2015

STATE OF EMAIL ACQUISITION MARKETING

‘WILD WEST’ DAYS OF EMAIL ARE OVER;EMAIL ACQUISITION MARKETING IS NOW A PROFESSIONAL BUSINESS

STATE OF THE INDUSTRY

• Massive shakeup across email industry over past 12-24 months• Many mailers have gone out of business

• Data integrity & quality is paramount • The past: Solely priced on a performance basis• The present: Command CPM dollars from same

email drop• The future: CPM email must be a consideration

for every advertiser


DOMAIN CHALLENGES2015

1

4

AOL is a slow burn 2

5

3

6Many mailers have gone out of business

Hotmail is now a challenge in Europe

Less supply but demand is growing

Yahoo is always tricky; Gmail is a Unicorn

Don’t expect domain challenges to ease up in 2015


• Advertisers: CPM email must be a part of your email marketing mix

• Guaranteed drop date• Works great for time-sensitive

verticals • Reach specific demographics• Need a very good marketing

partner to make it all work

CPM EMAIL: PROS


• Can be more expensive than CPA email acquisition campaigns• Advertiser has to take upfront risk

• More upfront work required• Shop around and get multiple references

for CPM mailers • Do the math and see if a small test makes

sense to determine if a larger-scale campaign will be profitable

• Scheduling challenges around major holidays

CPM EMAIL: CONS


• Buying email on CPA basis often ensures ROI-positive campaign• Less risk than CPM email buys — paying for

each lead (and each potential customer) much further down marketing funnel

• Perfect for certain verticals• Dating email acquisition campaigns

perform best on weekends when mailers are often not able to sell a CPM

• Mailers can meet and/or exceed average weekday eCPM by mailing dating offers on weekends

CPA EMAIL: PROS


• Not guaranteed a specific drop date• Campaign can get trumped by a CPM or even CPC email

buy, which is preferred my many mailers• Upfront resistance by mailers to test new CPA

campaigns• The reality: Mailers demanding upfront payments;

affiliates have the power

• Require perfect lead flow, creative and landing page• Optimization is key to backing out to desired eCPM• Mailing a good offer with a bad landing page or email

creative will waste a lot of $$$ — and piss off your mailer

• Advertiser with poor lead follow up can lose tons of money effectively buying useless leads

CPA EMAIL: CONS


• Consolidate marketing partner(s)

• Work with few to minimize pitfalls –

creative, suppression file, list duplication

• Ensure partners can also drive scale

• Remove under-performing partners/lists

• Shift budget towards performing

partners/lists

MAKING IT WORK


• Mix it up – Include both CPM & CPL in your

buys

• Be Flexible

• Certain partners on a CPM, Certain partners

on a CPL

• Within partners, Premium – CPL, Run of Mill –

CPL

• Don’t get Sticker Shock – Test, Test, Test.

MAKING IT WORK


• Proactively manage your sources

• Understand their data

• Get 3rd-party opinions

• Regular weekly check-ins

• Listen to your affiliates

• Timely/Seasonal creative

MAKING IT WORK


• Mobile Optimized Creative

• As many as 80% of recipients are

opening via mobile

• Offer a clean simple design properly

formatted

• Add click-to-call functionality

MAKING IT WORK


• Compliance Monitoring

• Partner with a compliance monitoring

company to make sure traffic is watched

24/7 (LashBack, Omniangle, Performline)

• Draft partnership agreements with an eye on

the worst case scenario.

• Make sure your marketing partner has a

Compliance team looking out for your best

interests

MAKING IT WORK


Master template for Presentations

1

Master template for Presentations

1

MOBILE-FIRST

SIMPLE CLEAN DESIGN ADD CLICK-TO-CALL

CREATIVE

REFRESH TEST REPEAT

CLIENT EXAMPLE: LIFE INSURANCE


Bad Example:• Potential spam words are all in text format• Too much content with no real hierarchy• Design is not engaging• Both CTAs are below the fold and do not stand out• No CAN SPAM-compliant footer


Good Example:• Potential spam words are in image format• Text header in case images don’t load• Creative dimensions have CTA above the fold• CTA stands out – contrasting color aggressive text• CAN SPAM-compliant footer


CLIENT EXAMPLE: UK FINANCE

VERSION 1 (Client) VERSION 2 (Matomy) VERSION 3 (Optimized)


CLIENT EXAMPLE: MET LIFE

MATRIX CREATIVE SEASONAL CREATIVE


SVP, Sales & Business Development

[email protected] | +1 646 442 5513

DARYL COLWELL


THANK YOU!

SAAL B - 09:00 The Ultimate Guide to Email Acquisition Marketing – Top 10 Tips with Daryl Colwell,...

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Transcript of SAAL B - 09:00 The Ultimate Guide to Email Acquisition Marketing – Top 10 Tips with Daryl Colwell,...