Email Marketing Trends 2011

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Email Marketing Trends 2011 Powered By Docstoc
					Email Marketing Trends You Can’t
         Ignore in 2011
Speaker and Agenda
•   Loren McDonald
    – VP, Industry Relations
                               •   Trends
    – Silverpop
                               •   Implications
                               •   A Few Ideas/Tips
                               •   Resources
                               •   Q&A
                               •   Wrap-Up and Survey
Agenda
                  Uber
                 Trends




                              Implications
         Q&A
                               for Email




               Ideas / Tips
   My Goal for Today:

Generate ideas, actions –
  more than answers.
               Mocial




               Uber
              Trends

Regulatory/             Evolving
Perception               Inbox
Mocial




 Uber
Trends
Social Media Explosion
The Big Gorillas
Facebook: The 2nd Web
Facebook Becomes Ecommerce
Brands Get Real (People)
Going Mobile
40+ Tablets Expected to Ship in 2011
Mobile/Tablets Passing Desktops
Mobile Apps are Exploding
The Check-in Deal
 Uber
Trends

         Evolving Inbox
The ISP Battle has Shifted

    Bad Stuff         Too much good stuff
Smarter Inboxes
…and the Unified Inbox is coming…
AOL Project Phoenix
Hotmail Active Views
Buried in Nielsen blog…
Email Remains Top on Mobile Internet Activities
…the dominance of email activity on mobile devices continue with an
increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.
Mobile interaction still early


       Nearly 10% of
                                 Mobile opens
      total opens are
                                 typically range
        on a mobile
                                  from 2-19%.
          device.




                    Source: Litmus
          Jan 2


          Dec 25



  37
 emails
               51
T-Day         emails

  To
XMAS

          Nov 18
          1 week before
          Thanksgiving
          Day
              Uber
             Trends
Regulatory
    /
Perception
Move to Prior Consent

 Australia, NZ

EU/Europe         Except the US


Canada
C‐28, Canada’s Online Protection
Legislation (COPL)

       Consent (opt-in) required to send CEM


       In most cases implied consent lasts for
           2 years, express then required


        Immediate Unsubscribe - No 10-day
                  grace period

        Applies to all messages that leave or
                    enter Canada
Privacy / Data Permission
Phishing Remains a Problem




 Most Phished Brands June 2010, Source: Data Protection Center
Agenda




         Implications
          for Email
1. Battle for the Budget Pie
2. More Channel Choosy
3. Screensize-apalooza
4. Where is My Email Being Read?
5. Email Address Churn May Rise
6. Usability Rules
7. Brand (From Name) is Huge
8. Trust Becomes More Important
9. Email Must Become More Social
10. Email Needs 2B More Sophisticated
11. Need for Global Permission/Privacy
Practices
Agenda




         Ideas / Tips
1. Get the Data

                        Birthday emails



                   List preferences / cadence




                  Segmentation / Content
2. Enable Channel Options
3. Manage Subscriber Expectations
• Privacy/Permission

• Brand

• Other communications

• Content

• Frequency

• Format

• Subscription management

• Relevance and personalization
4. Enable Profile Changes - Footer
Where are the alternatives?
5. Enable Profile Changes - Site
6. Know Your Audience




                  Source: Unica Corporation/Pivotal Veracity
7. Design for “Everything”
•   Pre-header text
•   Clear CTAs & links
•   Alt attributes (tags)
•   HTML text over image-based
•   Design for touch
•   Font size
•   Font color
•   Scalable fonts/images
8. Getting to Open
                 Trusted
                  From


      Right                   Creative
      Time                    Subject




         Surprise          Known
         / Delight         Value
9. Promote Following & Sharing
10. Like/Follow Deal
11. Use Social to Grow Email Database
11. Use Social to Grow Email Database
12. Incorporate Email in Mocial Channels
12. Incorporate Email in Mocial Channels
13. Leverage UGC
14. Surprise & Help
15. Break it Up
16. Highest Common Denominator

Express consent

Transparent privacy policies

Immediate opt-out

   Do you want to manage
   by different jurisdiction?
    17. Use Pre- to Post-Purchase Emails
 Pre-Transaction       Purchase Process      Post-Purchase         Relationship

• Browse              • Order              • Satisfaction     •   Bounceback
  abandonment           Confirmation         Survey           •   Account reminder
• Cart                • Order status       • Review request   •   Loyalty programs
  abandonment         • Shipping notice    • Review           •   Account status
                      • Shipment             notification     •   Purchase
                        confirmation       • Recommendation       anniversary
                      • Trip preparation   • Replenishment
                                           • Repurchase
                                           • Upgrades




                   Right time, right message!
18. Leverage Other Technologies
19. Leverage Marketing Automation



            Welcome         1st Purchase       Repeat           Loyalty    Reengagement
           Campaigns         Campaigns        Purchase         Campaigns    Campaigns
                                             Campaigns



    100                   300          400               600           -200            -400

          Subscribers /      1st Time         Repeat             Loyal     Unengaged
            Visitors        Customers        Customers         Customers   Customers
20. Speak the C-Suite Language
Resources / Q & A
About Silverpop
• A leading email marketing /
marketing automation provider
• Email marketing
• Transactional email
• Share-to-social
• Send Time Optimization
• Landing pages
• Surveys
• SMS
• API Integrations w/ Web analytics,
personalization, reviews,
recommendation technologies
Resources



• Resource Center
   –   White papers
   –   Webinars
   –   Blogs
   –   Case studies
   –   Newsletters
   –   http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
   – www.slideshare.net/Silverpop
Q & A / Contact Information
 • Loren McDonald
    – lmcdonald@silverpop.com
    – Twitter: @LorenMcDonald
    – Twitter: @Silverpop




                        www.slideshare.net/silverpop
                           www.silverpop.com
       Thank you!


  On Twitter: @Silverpop
www.slideshare.net/silverpop
   www.silverpop.com

				
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posted:9/18/2011
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