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Email In Web 2.0 World 2009
This document discusses how brands can use email as the foundation of their customer relationship strategy in a Web 2.0 world where consumers are exposed to many advertising messages across multiple channels. It provides statistics that show email has the highest return on investment of any digital marketing channel and explains how top brands drive email relevance and performance through personalization, segmentation, behavioral targeting, and real-time content optimization.
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Email In Web 2.0 World 2009
- 1. © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Managing “The Conversation” between Brand and Customer in a Web 2.0 World How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention Ali Margello Business Development ExactTarget, Inc.
- 2. Selling to the“Connected” Consumer WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions
- 3. How in theWorld is this Possible?
- 4. Media Evolution <19901990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter
- 5. Each day, theaverage consumer is exposed to 1600 ad messages .
- 6. Websites Have BecomeThe Hub of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Corporate Website
- 7. How are YouManaging the Conversation?
- 8. Prospect The Customer’sJourney can Start Anywhere Prospects and Customers Customers Direct Media Branding Media TV Print Radio Outdoor Cinema Website Events Online Ad Direct Mail Email SEO / PPC Social Media Mobile DRTV DR Print Catalog
- 9. Email is theFoundation of 1-to-1 Marketing
- 10. Email Aids theDecision-Making Process The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase “ Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.” “ Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.” Source: Forrester Research
- 11. Email is #1for ROI Source: The Direct Marketing Association (DMA) “ Commercial email ROI hit $45.65 for every dollar spent in 2008.” “ Email produces the highest response rate of direct marketing methods studied."
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- 13. Some Stats AboutEmail… direct marketing method used today 2008 Direct Partners Survey #1 Email is the
- 14. Some Stats AboutEmail… of all marketers cite email as the best performing medium ahead of search & display Datran Media Survey, Dec 2007 80%
- 15. The Email ROIStory… Email has the highest ROI of any direct marketing channel $45.65 ROI 2008* $57.25 ROI 2005* *SOURCE: Direct Marketing Association $51.45 ROI 2006* $47.56 ROI 2007*
- 16. The Email Ecosystemof all email traffic on the Internet is spam. >85% *SOURCE: CommTouch Q4 2007 Email Threats Report
- 17. Consumers Define Spam50% 48% *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive 56% consider messages from known senders to be spam if they aren’t “interesting” consider messages from known senders that are sent too frequently to be spam are using “report spam” buttons for reasons other than to report unsolicited email
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- 19. EMAIL SPAM CHATRSS SMS ----INBOX 2.0----
- 20. 3 Main FactorsInfluencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
- 21. 3 Main FactorsInfluencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
- 22. Poor or InsufficientPermission High Recipient Complaints Content, Volume or List Quality Filtering Spamtrap Hits IP Address and Domain Blacklisting Lack of ISP Compliance Top Reasons Emails Are Filtered: Today IP Reputation is key!
- 23. 3 Main FactorsInfluencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
- 24. List Growth isa Top Priority for Marketers (38%) Only email relevance and improving conversiosn rank higher Organic Growth “ Gathering” tactics like onsite reg., inbound call centres, in-store POS Onsite includes non-incented & incented, paid search, etc. Viral – Make it Contagious Go Social (32%) not Postal (6%) Mobile Capture In-store, out of home, events Proximity – Value - Choice Top List Growth Tactics *SOURCE: 2009 List Growth Study from ExactTarget
- 25. Serve the individualHonor their unique preferences with regard to communication, content, frequency & channel Deliver them timely, relevant content that improves their lives TM
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- 27. List Growth =Lift Increase your list by 5, 10 or 25% annually.. . … and get the same lift in conversions! What’s that worth in $?
- 28. 3 Main FactorsInfluencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
- 29. Two elements forsuccess
- 30.
- 31. Marketer Sophistication DefinedRelevancy = Sophistication
- 32. Increase Revenue w/Relevancy
- 33. What the prosdoing?
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- 35. Tactics to DriveRelevancy
- 36. Channel (i.e. store,web, etc.) First time customer vs. repeat customer Ask only for what you need at the time and place that matters Program Focus Areas Key Success Metrics Increased List Size by: 29%
- 37. Key segmentation programsrolled out over 2008 and 2009 103% Increase in Revenue Less Email Frequency gives better brand experience Gender-Based Content and Segmentation Static Abandon Basket Email Dynamic Abandon Basket Email Additional Automation Campaigns Key Success Metrics
- 38. Short redemption periodto create urgency Promo code changes daily to reduce possible internet fraud Driving quicker purchase cycles with time sensitive offers Program Focus Areas Key Success Metrics Increased CTR by: 44%
- 39. Offers based onbehavioral modeling Promotes next best offer based on past purchase Driving quicker purchase cycles with time sensitive offers Program Focus Areas Key Success Metrics Increased Sales by: 33%
- 40. Predictive modeling Offer optimization Abandoned searches Product alerting and notifications Highly personalized (1:1) messages based on behavioral patterns
- 41. Home Depot LiveContent – Offers or Coupons Inventory Driven Offers Tied into product inventory database Might be used to move excess inventory Live Content – dynamic rule based and uses landing pages to change offer mid-campaign Segment Driven Coupons/Discounts Can offer for specific date ranges Pre-assign unique codes to coupons Import customer redemption data from POS system Live Content – dynamic rule based and uses landing pages to change offer Redemption Reports Summary & Redemption Reports
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- 43. Expedia -1:1 MessageThrough Data Aggregation Relational Data Aggregation Cross Sell Based on Purchase Abandoned Searches Offer optimization Product alerting and notifications Predictive modeling
- 44. Papa Johns -Social Integration
- 45.