What You Need to Succeed in Email Marketing in 2015

of 25 /25
WHAT YOU NEED TO KNOW FOR EMAIL MARKETING SUCCESS IN 2015 Karen Talavera, Synchronicity Marketing January 22, 2015 FDMA

Embed Size (px)

Transcript of What You Need to Succeed in Email Marketing in 2015

Email Marketing Opportunities

WHAT YOU NEED TO KNOW FOR EMAIL MARKETING SUCCESS IN 2015Karen Talavera, Synchronicity MarketingJanuary 22, 2015

FDMA1Since 2003, Synchronicity Marketing has helped clients create and expand revenue-optimized, problem-free email marketing. The company specializes in performance improvement, creative and response innovations, and strategy development offered through a variety of consulting, coaching, and custom training Karen Talavera, President Synchronicity MarketingNationally-known email marketing expert, speaker, educator, coach and consultantLeading industry email training and certification program instructor for MarketingProfs, the DMA, ANA, OMIBoard Member of the Email Experience Council (EEC), Member Florida DMA, Only InfluencersTop 100 Women in Ecommerce 2012 by WE magazine

KAREN2Top Opportunities Synchronicity Marketing 2015. All rights reserved3#1 Key to Success: Greater Investment in StrategyTop-performing email marketers invest 50% more time and money in email strategy then their average-performing counterparts

Synchronicity Marketing 2015. All rights reserved4Messaging Success BlueprintSegmentationMessage VolumeLowHighHighLowUnder-utilized growth opportunity Synchronicity Marketing 2015. All rights reserved5Pyramid showing 5 types of messages that together make a successful email marketing program (from broadest to narrowest segmentation)Foundational (broadest segmentation, continuity, general)Newsletter, bulletinPromotionalEducational & Informational (Content Marketing) nurturing tracksEntertaining & Engaging (games, contests, surveys, user feedback, fun)Personal (1:1 Triggered)

51:1 Email Automation = GoldmineIronically, the smallest volume segment, the tip of the pyramid, pays the biggest dividendsSource: Experian Digital Marketer Report 2013 Synchronicity Marketing 2015. All rights reserved6The Revenue-Generating Power of Marketing AutomationAutomated behavioral-email outperforms broadcast and life-cycle targeted messages on both revenue and profit

Synchronicity Marketing 2015. All rights reserved7Email Automation is STILL Extremely Under-utilizedOnly about 50% of email marketers employ simple automated messages like welcome and thank you, while only 25% or less have more lucrative up-sell, cross-sell and behavior-driven campaigns in place

Synchronicity Marketing 2015. All rights reserved8Can You Deploy These Kinds of Automated Campaigns?Browse/Shop Abandonment

Synchronicity Marketing 2015. All rights reserved9Can You Deploy These Kinds of Automated Campaigns?

Registration Abandonment Synchronicity Marketing 2015. All rights reserved10Can You Deploy These Kinds of Automated Campaigns?

Cart Abandonment Synchronicity Marketing 2015. All rights reserved11Can You Deploy These Kinds of Automated Campaigns?

Event/Training Second Chance Offer Synchronicity Marketing 2015. All rights reserved12Can You Deploy These Kinds of Automated Campaigns?

Post-ConversionUp-Sell/Cross-Sell Synchronicity Marketing 2015. All rights reserved13Can You Deploy These Kinds of Automated Campaigns?

Bounce-back Offer (post- purchase thank you) Synchronicity Marketing 2015. All rights reserved14Can You Deploy These Kinds of Automated Campaigns?

Birthday Email Synchronicity Marketing 2015. All rights reserved15Can You Deploy These Kinds of Automated Campaigns?

Behaviorally-Driven Exclusivity Synchronicity Marketing 2015. All rights reserved16Agile, Dynamic, Mobile-Friendly DesignEmail has come a long way in a short time, with recent evolutions resulting in a whole new design approach

Synchronicity Marketing 2015. All rights reserved17Source: Movable InkIs Your Email Agile?Can content be dynamically changed based on time, location of open, or subscriber characteristics?Does it accommodate video, animation and other movement?Is it mobile-friendly or created using responsive design?Can content and text elements be personalized to the individual?

Synchronicity Marketing 2015. All rights reserved18Dynamic Offer, CreativeThis message from FreshDirect includes personalized creative and content that can change based on time and place opened, inventory, or subscriber attributes. Dynamic offers can be:Time-sensitiveLocation-sensitiveInventory-sensitiveSubscriber-specific

Synchronicity Marketing 2015. All rights reserved19Mobile-Friendly DesignThis newsletter from Express was optimized for enhanced viewing on desktop versus mobile device. The top call-to-action for the promotional sale is more prominent in the mobile version

Synchronicity Marketing 2015. All rights reserved20Interactivity & EngagementIn this email, Sunglass Hut promoted their latest trends by including a video that played directly in the inboxOnly 52% of email marketers have used animationOnly 10% have attempted video-in-email

Synchronicity Marketing 2015. All rights reserved21List Monetization via Display AdsPublishers and heavy content marketers can now sell display advertising in their email newsletters and publications, finally monetizing large email subscriber lists without putting them on the list rental market!In-context email display ads get 5-10x the engagement of web display adsEmail-ad display networks manage sale, placement, inventory control and taggingYou choose only appropriate advertisers with content matching your subscribers interestsUse price floors and house ads to drive all your marketing goals Synchronicity Marketing 2015. All rights reserved22Imagine Your Email Earning $ Instead of costing you $!Major publishers and content providers like The Weather Channel offer ad placement in their newsletters or email updates like this

Publishers have seen up to 1000% increases in ad revenue, millions of impressions served per month, and 5-figure monthly increases in cost-free revenue

Synchronicity Marketing 2015. All rights reserved23Want More?Request a Free Strategy Session with Karen

Email [email protected] with Free Session in the subject line or request your Email Marketing Breakthrough Session here:http://synchronicitymarketing.com/breakthrough-session-request

Well discuss your goals, challenges and needswhile identifying hidden or missed opportunities for growing impact and revenue from your email marketing

Synchronicity Marketing 2015. All rights reserved24Email: [email protected]: www.facebook.com/SynchronicityMarketing

LinkedIn: www.linkedin.com/in/KarenTalaveraTwitter: @SyncMarketing

Phone: 561.967.9665

Thank You! Questions?

www.SynchronicityMarketing.com25