BKV U: Email 101

Billy McNair
Daniel Harmon
Genna Matson
Grant Emory
BKV University
Email 101

CONTENTS
Creative, Content &
More A/B Testing
Choosing the right ESP
Q&A
About BKV
The History of Email Marketing
eCRM’s Role in Direct Response
Segmentation, Frequency &
A/B Testing

What We Do
4
Creative Services and Development
• Creative development, on- and offline
• Broadcast, print, direct mail and email production
• Website development
Latest in eCRM Technologies
• Multi-channel marketing automation
• Email, mobile, SMS, social advertising
• Integration with SalesForce.com, Epiphany, Eloqua, etc.
Media
• Planning and buying, on- and offline
• Online marketing – SEM, SEO, PCC, social, display
ads, video/rich media
Social/Digital Public Relations
Database, BI and Analytics
• Database creation/management
• Tracking and reporting for all campaigns
• Data analytics and modeling
Proprietary BKV Tools/Services
• iMap – website usability analysis
• Slice – advanced data services

6
BKV Statistics over past 12 months

First Marketing Email Message
Gary Thuerk (Father of Spam) sent an
email promoting DEC machines to 400
ARPANET users which resulted in $13
million in sales. From it’s inception email
has proven to be an effective channel for
direct marketing.
History of Email Marketing
The First Email is Sent
Ray Tomlinson invented email while
working on ARPANET, the government’s
precursor the Internet.
“Email”
The word email is coined and the first ever
emoticon :) was used by Scott Fahlman
in an email.
1971
1978
1982

1997
1998
1992
1991
First Smart Phone
Enabling mobile email access.
Microsoft buys Hotmail
Later that year Microsoft releases the
desktop email client Outlook. Outlook
continues to dictate email creative and
content standards today, and will do so
until it modernizes its support HTML5,
CSS and video.
The Internet is Born
1996
Hotmail launches
Introducing the first free web based email
service giving marketers a quick and cost
effective way to reach customers. This
also marked the beginning of ‘spray
and pray’ email marketing.
Spam is added to the Dictionary
Inboxes were becoming cluttered with
unsolicited mailings making it apparent
that regulations were needed to protect
consumers from spam. The Data
Protection Act was updated to ensure all
email marketing messages include an opt-
out statement.

2001
2004
2003
1999
Triggered Marketing Emails
The first behavioral email message is
sent. 48% of online marketers were
sending triggered emails by 2010.
Marketers Gain Insight
AOL starts to hand back recipient
feedback to some ESPs. Hotmail and
Yahoo introduced recipient feedback
schemes shortly after. Marketers begin
using spam complaints as a metric.
The Birth of eCRM
Email vendors (Email Service Providers
or ESPs) begin to compile email data
building the first relational databases.
Can-Spam Act
The US started the trend by setting the
first regulations for commercial emails.
Later that year Europe introduced the
Privacy and Electronic Communications
Regulations defining rules for marketing
permission.

Gmail, DKIM and the iPhone.
Google makes Gmail publicly available.
The Internet Engineering Task Force
adopts DKIM (DomainKeys Identified
Mail), an anti-phishing security protocol
which validates a domain name
associated with an email message,
thwarting spoofers and spamers. Apple
releases the first iPhone.
Inbox Placement
With recipients able to dictate what email
they chose to receive, email marketing
starts to evolve as marketers became
aware that their reputation was at risk and
they can end up in a junk folder, or worse
yet on a blacklist, if their recipients are
disengaged.
Sender Policy Framework (SPF)
The introduction of SPF makes email
more secure and helping to prevent spam
by providing a validation system which
verifies a sender’s IP address.
2005
2010
2007
2009
Windows Live Sender Reputation
Email recipients can now vote for
whether an email is spam or not.
Google’s Priority Inbox
Introduced to help recipients de-clutter
their inboxes, causing email marketers to
be even more strategic if they want their
email message opened.
2008

The Rise of Email Automation
eMarketer reports that email marketers
who use automated programs have seen
a conversion rates as high as 50%.
Responsive Design,
Segmentation and Targeting
40% of emails being opened on a mobile
device has forced marketers to
considering how their emails rendered on
mobile devices. Also, the DMA reports that
85% of email marketers are using
relational data to tailor their messaging so
that it focuses on the specific needs and
wants of the individual.
2012
2014
2013
Dynamic Content
Content driven dynamically creates a near
one-to-one experience between the user
and the brand. Also with a heightened
emphasis reputation driven by relevance
and engagement, quality is replacing
quantity as the best strategy in email
marketing. ReachMail Email is officially middle-aged! (2015)
Smart Insights The evolution of email marketing (2013)

Current State of Email
 91% of consumers view their email at least once per day
 Email marketing delivers the highest ROI (about $44 per dollar
spent, on average) of any digital marketing tactic.
 66% of consumers have made a purchase online as a result of an
email marketing message. Over 70% of mobile purchasing
decisions are influenced by promotional emails.
 64% of people say they open an email because of the subject line.
Workflow Max 15 Fascinating Stats That Will Influence Your 2015 Email Marketing (2014)
Litmus 2015 State of Email Report (2015)
ExactTarget Mobile Friendly Disconnects (2014)
BlueHornet Consumer Views of Email Marketing (2014)

Current State of Email
 76% of email opens occur in the first two days after an email is
sent. Email open rates are noticeably lower on weekends than on
weekdays.
 53% of emails are opened on mobile devices.
 41% of brands send mobile friendly emails, however 75% use
mobile friendly landing pages
 If an email does not display correctly, 71% will delete it
immediately.
Workflow Max 15 Fascinating Stats That Will Influence Your 2015 Email Marketing (2014)
Litmus 2015 State of Email Report (2015)
ExactTarget Mobile Friendly Disconnects (2014)
BlueHornet Consumer Views of Email Marketing (2014)

eCRM’s Role in Direct Response

16
What is CRM
CRM Stands for Customer Relationship Management
 A system for managing a company’s interactions with current and future customers.
 It often involves using technology to organize, automate, and synchronize sales,
marketing, customer service, and technical support
Customer Focused
 Leverage real-time data to create a one to one customer experiences
 Develop and maintaining on going customer relationships
 Multi-Channel based on how customer interacts with your brand

Segmentation, Frequency
& A/B Testing

19
Leveraging Data & Segmentation
Thousands of unique customers each with
 Unique engagement patterns
 Unique transactions
 Unique attributes
 Unique preferences

20
Segmentation
Use dynamically driven content that speaks to the interests or habits of
that individual.
Segment your audience by:
 Online shopping habits
 Purchase history
 Buying frequency
 Geography
 Persona
 Age
 Gender
 Content topic
 Interest level
 Shift in habits – buying, etc.
 Satisfaction level
 Referral propensity
 Number of customer reviews
 Site visit frequency
 Online or in-store customers
 Cart abandonment
 Form abandonment
 Usage

21
Frequency & Testing
There is not a solid standard to follow as engagement is influenced by many factors;
industry type, time of year, etc. However, the trend is quality over quantity.
A 2014 BlueHornet poll reported that more than a third (35.4%) of email recipients
site frequency as the main reason they unsubscribe.
A/B Testing
Gage your audience by running A/B split test to gain insight
into the type of content your audience is interested in.

Creative, Content &
More A/B Testing

23
Responsive First Approach
More than 53% of
emails are now opened
on mobile devices
making the mobile first
approach more
important than ever.
Focus on the design and
development of the
mobile view then move
to the desktop.

24
Subject Lines Rule!
Make sure your subject line is enticing and that it invites the recipient to open the email to
learn more. Make sure they are short (45 characters or less) and to the point.
Types of subject lines:
 Playful – Hello sexy, it’s been a while (Victoria Secret 2013)
 The Question – Are you tired in the mornings?
 Targeted – Hello Corvette owner, you’ll love this…
 Personalized – Jenn, get early access to our best deals!
 The Secret – Psst! The secret to this recipe is…
 The Offer – 25% off this product
 The Benefit – 7 easy recipes inside
 Action Oriented – Today Only

25
Content Matters
 Your content should speak directly
to the target audience or individual.
 It should support the claims made
in the subject line.
 Keep it clean – less is more.

26
Content Matters
Continuity from email to landing page/website is crucial

27
Content Matters
Continuity from email to landing page/website is crucial

Animated Gifs
28
dissolve
color horizontal
color vertical
Supported by all email clients except Outlook 2007, 2013, and Windows Mail

Support currently limited to Apple Mail & Mac’s
Outlook 2011 & 2015
The Future - Video Backgrounds
30
Beach video backdrop
Litmus HTML5 video in email background

BKV U: Email 101

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