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Email Marketing Relevance Silverpop
The document discusses the concept of relevance in email marketing, defining it as the combination of the right message delivered at the right time. It emphasizes the importance of email deliverability and reputation management, as well as the need for personalized and engaging content to increase recipient interaction and conversions. Additionally, it highlights the potential of tools like Silverpop's send time optimization to enhance email campaign effectiveness and improve overall engagement metrics.
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Email Marketing Relevance Silverpop
- 1. What is Relevance,Anyway?September 16, 2009
- 2. Ask the expertsabout email success…
- 3.
- 4. But what isrelevance, anyway?
- 5. Relevance = RightMessage + Right Time
- 6. RelevanceRight TimeRight MessageWantedTrustedand RecognizedExpectedDeliveredTimelySurprisingUsablePersonalizedDifferentiatedValuedHumanized
- 7.
- 8. Different Levels of“Wanted”
- 9. The Reluctant -Opt-In?
- 10. The OK, IfI have to - Opt-In?
- 11. The You DecidedFor Me - Opt-In
- 12. The Incented -Opt-In
- 13. The I ReallyWant It - Opt-In
- 14. Hmm, Sounds PrettyGood - Opt-In
- 15.
- 16. Who the Heckis Presentation Excellence?
- 17. I’m sure Mikeis a nice guy…
- 18.
- 19. Weekly -Opt-in Form
- 20. Monthly – WelcomeEmail
- 21. Wine of theDay - Cadence
- 22. Consistency – EveryTuesday
- 23. Welcome Email EcommerceExample Text
- 24.
- 25.
- 26. No marketingmessaging
- 27.
- 28. 2-part emailseries
- 29.
- 30. Promotions, education75%increase in conversions
- 31.
- 32. Deliverability is theTop Marketer Challenge20% of Mail fails to reach the Inbox52% of marketers cite deliverability as their greatest challenge.70% say “deliverability features & services” are their most important consideration in selecting an ESP.Source 1: Pivotal Veracity Q2 2009 delivery benchmarksSource 2: “What are your greatest challenges when conducting email marketing? (select all that apply)” JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n = 202 (email marketers, USSource 3: JupiterResearch/ClickZ eMail Marketing Executive Survey 07. “What are you most important considerations in selecting an ESP.”Source: Pivotal Veracity
- 33. Impact of PoorDeliverabilityInconsistent inbox experienceLost subscribersLost revenue
- 34. The future ofdeliverability is managing reputation at the individual level
- 35. Evolution of SpamFilteringNo Email BoundariesPersonal PreferenceBorder PatrolStone WallsPicket FencesConsumer Relevancy
- 36. ISPs adopt adaptivelearning models and determine delivery based upon consumer preferences – both explicit AND learned
- 37.
- 38. If you havea good reputation in the eyes of the ISPs your mail will be delivered
- 39.
- 40. ISPs use Authentication to help reduce false-positives
- 41.
- 42. All emails werewelcomed by ISPs and consumers
- 43.
- 44. ISPs incorporate basicspam filtering techniques to thwart spamISPs will continue to adapt their filters and other technology to mirror end user preferencesThe progression of spam filteringSource: Pivotal Veracity
- 45. Customer Level Deliverabilitygoinside…Deliverability and reputation tracking at the customer level at millions of B2C and B2B domains worldwide. MailboxIQ is the 1st and only solution in the world to identify the folder disposition of the sender’s real emails to their real customers, giving senders the most accurate and comprehensive view on deliverability ever and empowering them to rapidly diagnose and address filtering and reputation problems at the customer-level.Source: Pivotal Veracity
- 46. Customer IntelligenceMulti-platform renderingintelligence. MailboxIQ enables senders to identify when and on which devices and tools subscribers are reading email – whether on their home PCs, work laptops or mobile phones.
- 47.
- 48. Overloaded Inboxes, &New Entrants
- 49. Email is Competingfor Mindshare
- 50. Time Variables AreEndless
- 51. Send Time MattersMost…Because we are all individuals
- 52. One Size FitsAll = A Failed Approach
- 53. The Right TimeOf Course Is……when each individual recipient is most likely to respond: The time when they consistently open and act on your emails.
- 54. Silverpop Send TimeOptimization
- 55. Send Time Optimization…Analyzes a range of past recipient behaviorPredicts the ideal send time for each recipientAdjusts for changes in individual behaviorDelivers your email to one or one million recipients, each at the ideal timeEliminates time zone challenges for international senders
- 56. Little TikesIncreased metricsacross the board with Send Time OptimizationOverviewRegular weekly promotional email
- 57. Established open andclick rate trendsResults on first sendOpen rates increased 20%
- 58.
- 59. Total revenue generatedincreased 75%
- 60. Average value perorder grew 35%“Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. - Julie GibsonEmail Coordinator, Little Tikes”
- 61. Across the boardOpenrate: 20% to 50% increaseClick rate: 30% to 50% increaseRevenue: 52% to 75% increaseAvg. order size: 35% to 50% increase
- 62.
- 63. I could usemore emails like this!
- 64.
- 65.
- 66. Cart Abandonment ReminderCampaignBig Results after One Month:(compared to all previous email campaigns)48% lift Click through rate129% lift in Net Conversion rateAccounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.Cart reminder
- 67.
- 68. Help me BuyUse Bullets
- 69.
- 70.
- 71. Not clearsidebar is coffee
- 72. How doI get to $40?
- 73. Deadline ishidden “Today, March 27”
- 74.
- 75. 4-7 DayDelivery
- 76. More detailsbelow
- 77. Select flightsright from the email
- 78. Oakland ismy preferred departure airport
- 79. “Book aflight” links
- 80. SearchlinkDo the Math for Your Subscribers % off
- 81.
- 82.
- 83.
- 84. People aremotivated by different “discount” mathGood Use of Text Navigation & Alt TagsText links – key Web site destinationsAlt tags
- 85. Mobile Friendly –Header CTA
- 86.
- 87. This is notreally personalization
- 88.
- 89.
- 90. No Data, NoRelevanceLogical Personalization?: Gender
- 91.
- 92. Age rangeson signup
- 93.
- 94. Significant other’sbirth date26th Anniversary Friday
- 95.
- 96. Free Shipping, 20%Off – “So What”
- 97. Social Network Emailsin the Mix Your emails are competing with social alerts/conversations
- 98. Negatively affectingopens, clicks and engagement
- 99. Increases needfor relevance, personality and social components in your emailsFun Subject Lines
- 100.
- 101.
- 102. What is aValued Email?Engaged recipientConversion/RevenueShared
- 104. Break Through theClutter With New Message StreamsNotificationsAlertsRemindersAggregatorsUpdatesCloseouts…and more
- 105. Incorporating Social AspectsWithin EmailsCommentsUser ratingsTop read, top purchases, etc.
- 106. Leveraging Member Reviewsin Email Content
- 107. Social Email isthe New Viral
- 108. Share to Socialin EmailShare to SocialIncreased views, clicksReach new audienceObtain new subscribersViral buzzIncreased ROIMost valuable sharers
- 109.
- 110. We Like PersonalitiesJimCramer – Mad MoneyKeith Olbermann – MSNBC
- 111.
- 112. Can we talk?Morethan ever, we want to connect with brands via real peopleThink TwitterWe want a personal note, not a direct marketing promotion
- 113. A Dash ofPersonalityToneFrom a real personHumorEmployee, customer stories/commentsUGC“Relatable”
- 114. Woot is aHoot
- 115.
- 116. Personal reviews/comments from staff members
- 117. Whilenot objective, puts real people behind the products and emailsQ & A / Reminders & ContactsLoren [email protected]: @LorenMcDonaldwww.silverpop.comTwitter: @Silverpop
- 118. Thank you!On Twitter:@Silverpopwww.slideshare.net/silverpopwww.silverpop.com
Editor's Notes
- #26 I’ll redo this chart to make look like previous one and call out Delivery at top in different color