Hot techniques in email marketing Time Sensitive Offers, Incentives & Reminders Viral Marketing Rich Media Integrated or Multi-Channel Marketing Email appending Time Sensitive Offers •Great Offer – 15% off •Used a Qualifier – purchases of $100 or more •Gave Plenty of time •Plus… •Pleasing design •800 number included •Multiple ways to enter site Seton Time Sensitive Offers: Customers Prefer Discounted Shipping Offers Which promotions would motivate you to purchase? Source: Jupiter Consumer Survey, n=2444 , 10/01 Time Sensitive Offers •Free shipping is perceived as more valuable than $$$ off a purchase … but customers can get addicted to free shipping •Threshold seems to be about $75 at which you should consider offering free shipping although threshold is moving up Source: AdRelevance with Jupiter analysis Also consider other incentives: buy 1 get 1 free, 50% off first 100 orders, spend $100 and get a $10 gift certificate… Reminders •First reminder on 5/1 - 25% CTR •Second reminder on 5/2 - 15% CTR •Third reminder sale held over 5/4 - 15% CTR Viral Marketing & Time Sensitive Note: Message sent 1/15 Offer expires 1/16 Dell always has a viral marketing component Viral Marketing Include in subject line Viral Marketing Include prominently in the body Viral Marketing Include prominently in the footer Viral Marketing Nearly 70% of people pass on information about a Web site they like to 2-6 more people (Jupiter/NFO 12/1999) Inexpensive new customer acquisition tool Avg email forwarding rates range from 4% - 7%. – Each time someone has a positive experience with you, you have the potential of growing your list – Encourage your customers to pass the word about your site • directly by giving them the capability through forward- enabled messages • indirectly by providing them with satisfaction every time they visit your site. Rich Media Marketers (both B2C & B2B) are moving to HTML and beginning to test rich media Source: Forrester: Effective Email Marketing 8/01 Rich Media Do’s & Don’ts Challenge – can your customer receive and easily view rich media? – In B2B speed is usually not the problem…but corporate firewalls, restrictions on plug-in installations and file size restrictions may be a problem – In B2C problems delivering to hotmail, yahoo, etc. Solution – Sniffing capabilities available to optimize media to all audiences – E.g. - 28.8 Kbps customer may get a .gif while a cable modem customer gets streaming video Rich Media Do’s & Don’ts Don’t auto load rich media campaigns Use rich media efficiently. Long download times are totally unacceptable – Keep message size below 60K and under 30 seconds (15 seconds ideal) plus target by bandwidth – You may want to host content with a 3rd party Best when used for special events, new product introductions Rich Media Do’s & Don’ts Don’t forget to analyze results – Look at open rates and “play” rates – Watch your unsubscribe rates…not everyone enjoys rich media – Consider offering an opt-out option for rich media – some customers care only about information…not presentation Old Channel New Channel Mentality Mentality There’s channel cannibalization complementary …so let’s pick a synergy best channel and put most of our resources there MultiChannel Marketing: The Holy Grail Most marketers are using email today…BUT they are treating email as a discrete channel They are missing out on a great opportunity The big payoff will come for those who apply a multi- channel approach to marketing It’s not just email It’s not just direct mail Multiple touchpoints are powerful! MultiChannel Marketing – Why Should You Care? Store shoppers who also bought online from a retailer spend $600 more annually in-store than typical shoppers Shoppers who buy in all 3 channels (retail, catalog & web) represent 34% of online shoppers MultiChannel shoppers more likely to buy in all 3 channels and buy 4 times more frequently online than average online shopper Shop.org October 2001 JCPenney: Multi-channel Buyers Prove Best Customers Internet only shoppers: $121 /yr. Catalog only shoppers: $242 /yr. Retail only shoppers: $194 /yr. Tri-channel shoppers: $1,000+/yr. Result: Aggressively introduce JCPenney.com to other channel’s customers. Empower sales associates to collect emails Integrated Marketing Dated coupon good: Online At Retail Via Catalog Direct mail & Email in tandem Sticker on front of mailings offering discounts for ordering online Postcards promoting web sites URL prominently featured on every page or component of the mailing DM piece aggressively promoting an online offer – a coupon or special offer for online purchase – Some marketers have seen up to 27% of dm respondents going online For accurate measurement you may want to set up separate SKUs for online & offline Direct mail & Email in tandem Send email to pre-announce mailing to customers (or prospects) – HTML offer that includes the front cover of the mailing Email delivered right after mailing received – TIP: send when your seeds/decoys arrive Another email one week later – Did you receive our mailing? Email with additional special offer – We have a special on item on page 25 Direct mail & Email in tandem example Channel Integration as Strategy to Increase Size of House Lists Barnes & Noble aggressively attempts to convert store buyers into house file email names Created in-store promotion that encourage customers to complete a reply card and give their email address In exchange, B&N will send consumers a 10% off coupon via email…thus beginning the email dialog They also drive store traffic by sending out messages about author signings and special offers based on zip code and distance logic If you don’t have a retail presence have you phone reps ask for email address Email Personalization Dynamic Personali zation – in this case based on zip code of each individual on the list 800 number in all emails A major cataloger included a unique toll free number and a fax number in their emails They found that 20% of their orders resulting from email came in through alternate means. Proper tracking can make the difference between breakeven and profitability Best Practices •Premium featured •Appealing graphics •Signed by a person •Offline contact info •Explain contact strategy Email appending Major databases include postal address and email address Only to be used for existing customer relationships! Match rates start at 7% and as high as 30% First email effort controlled and allows customer opt-out You get deliverable email addresses who did not opt-out You only pay for names you receive (between $ .50 and $1.00 per appended name Also ask for opt-outs and flag in your database Email appending Start with your newest names first. Someone who last did business with you two years ago may not recognize you and may brand you as a spammer. An opt-out message is fine…but keep it short and sweet Consider using multiple vendors Remember, reverse appends are also available if you have an email and want other info about the individual Using email to improve ROI What’s not working with retention email: – Not enough segmentation - same message to all – Must analyze activity patterns and create list sub-segments based on clicks, transactions, evangelists, external data The email glut is here! – sophisticated marketers are now beginning to do modeling, scoring and profiling – file segmentation is becoming more important Using email to improve ROI Click Throughs are eroding: What can you do? Take a multi-channel marketing approach Include an 800 number in all emails Analyze, segment and create conversations – The rule of 5 – Look at the top 20% of your customers – Look at the bottom 20% of your customers Integrate online & offline data Analyze and segment ROI means knowing which customers are key – which ones click on a regular basis – which ones don’t click – which ones buy on a regular basis – which ones pass along your offers to others “Enthusiasts” Pass Along your message – Treat these people special – Give them better offers because they generate more customers and promote your company Case Study: Profiling, Newsletters, Viral Marketing to sell $8000+ seminars Case Study: Profiling, Newsletters, Viral Marketing to sell $8000+ seminars Microsoft had FC put on training class for 90 in sales staff MS wanted to be sure training “stuck” and asked FC to develop follow up emails customized to each individual’s particular needs By end of 3 months - 90 swelled to 250 through pass alongs FC saw they had a hit! Rolled out on site. Include up to 3 minute audio clip Brief, good subject line “Helping Clients to Succeed Tip of the Week” Forward to a colleague button in each Results Over 70 qualified leads for hi ticket seminars 80 – 85% open rate (avg good B2B newsletter gets 60%) Over 2,000 current subscribers Analyze and segment If you’re overwhelmed…start with “The rule of 5” – Analyze your customers and develop five segments based on behavior – Then change your messaging to each of these segments It may be as simple as varying the first paragraph to tailor specific content to their previously indicated interests Analyze and segment Look at the top 20% of your customers. They are golden! Do you treat them special? Do they get valued customer rewards or special offers from time to time Analyze and segment Look at the bottom 20% of your customers Examine email recipients who have not clicked over the past two to three months Modify your contact strategy for them – Are you mailing too frequently – Look at domains (e.g. – hotmail or yahoo accounts may be a supplemental mailbox) – Experiment with text vs. HTML Analyze and segment Integration of online & offline data Export key offline variables onto your email database (type of purchase, RFM data, etc.) Export key online behavior variables onto your master file (sale junkie, new product hound, evangelists, recent purchasers, etc.) Use that information to customize and personalize Modeling Online Customers YesMail wanted to improve overall response rates to their files to combat list “burnout” Scored 14 million names and created 30 category specific models 480% lift in first decile; over 70% of responders captured in first third of model A closing tip that can more than pay for your attendance today! Make it very easy for people to sign up to receive email from you The BEST position is the upper right hand corner of your home page…plus including the sign up option on other pages Companies who have experimented with this have found their sign up rates DOUBLED!!!
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