Best Practices and Current Trends in Email Marketing

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Best Practices and Current Trends in Email Marketing Powered By Docstoc
					    Best Practices and
    Current Trends in
     Email Marketing
           Presented by:

       Chris Mueller and
        Tracy Kobzeff

1
Tell Us About You!

        • What industries are present?
        • What is your involvement with your online/email marketing
          program?
        • Any specific areas of interest in today’s presentation?




2


    2
Points to Consider

        • How many subscribers are on your email list?
        • How do you acquire email addresses?
        • What other marketing channels do you utilize?
        • What are you hoping to achieve with your email program?
        • How do you gauge email conversion- an open? Click-through to the
          site? A purchase?




3


    3
     Optimizing Your
      Email Address
    Acquisition Efforts



2
4
Website Acquisition
• Make email sign-up
  prominent on your site
• Try creative treatments
  to increase sign up




5
Opt-in at Web Checkout




                  •   This can be removed and still CAN-
                      SPAM compliant
                  •   Check with your internal legal and
                      privacy council
                  •   If making the change revisit your
                      privacy policy language
                  •   Expect slight increase in opt-out from
                      initial welcome email


6
Preference Centers
• Approximately
  75% of new
  subscribers to
  Bass Pro select
  interests at sign-
  up




7
Preference Collection
• Bass Pro Continues
  collecting self-
  reported email
  preferences after
  sign-up
• 3% of recipients
  completed form and
  submitted
  preference data




8
Time Inc. Sweepstakes
• Online entry form with
  cross promotion of
  newsletters
• Registrants can sign up
  for daily reminder
  emails
• Daily Reminder Email
  Campaign drives
  additional entries and
  site traffic

    • June ’08 to June ’09 – 274% list growth
    • Program Total Open Rate – 45%
          • Total Click Rate – 30%
          • Total Click to Open Rate – 65%

9
Acquisition through Social Media
• Urban Outfitters
  displays their email
  sign up prominently
  with a call-to-action




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Point of Sale
• If the most traffic   Thank you for
                         your email     No, thank you! I can’t
  with your business      address!         wait ‘til I get my
                                          Urban Outfitters
  is at POS, email                             emails!!!

  capture should be
  a priority




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The Opt-down
• Always do everything
  to save an
  unsubscribe
• Be true to your brand
  and don’t take yourself
  too seriously!
• If your brand happens
  to support humor, why
  not use it?




12
Unsubscribe Survey
• A high percentage of Zales
  unsubscribers completed the
  survey
• Fewer than 15% of the
  responses were “too many
  emails”
• Free text responses provided
  actionable information about
  customer service issues to
  Zales


13
 eAppend
• eAppend names
  perform at ~50% of
  what you should
  expect from
  organically collected
  names
• Remains a popular
  and profitable means
  of acquiring email
  subscribers and
  future multi-channel
  shoppers


 14
     Lifecycle and Series-
      Based Campaigns




15
Welcome Emails
• Welcome emails outperform bulk
  marketing messages significantly:
     • 138% lift in Open Rate
     • 200% lift in Click-through Rate
     • 5x in Transaction Rate

• Welcome emails sent in real-time
  are even stronger performers:
     • 465% lift in Open Rate
     • 1,600% lift in Click-through Rate
     • 137x Transaction Rate – wow!




16
Bass Pro Welcome Series
• Bass Pro Shops uses a
   welcome series to brand
   website features and to
   increase the value proposition
   of the email program
• The final message provides
   an offer to encourage repeat
   purchases
• Tests determine the most
   optimal offer was $10
• Results:
    – The series has a 37%
       Open Rate
    – 6% Transaction Rate
    – Lower $$ offer garners
17
       higher ROI
Welcome Banners
• New subscribers to
  Express receive a
  dynamic banner atop the
  a standard weekly
  promotional messages for
  the first 3 weeks after
  subscribing




18
Early Lifecycle Series
• Rogers Wireless educates
  their consumers about their
  brand and services while
  they are highly engaged
• Open rates range between
  38% to 48%




19
 Thank You for Purchase
• Crate&Barrel customers
  who purchased $250 or
  more receive a special
  offer
     – Open and click rates are
       4x higher
     – Transaction rates and
       $/email are 3x higher
     – Best customer thank
       you email saw 160x the
       transaction rates and
       1,300x the $/email


20
 Abandoned Cart
• 3x higher Open Rates

• 5x higher Click-through
  Rates

• 30x higher Transaction
  Rates




 21
Abandoned Cart
• US Auto Parts ran an
  Abandoned Cart program
  internally
• By automating the
  process (using Omniture
  and CheetahMail), they
  saw 2x the reach
     –   60% decrease in bounces
     –   15x Click-though Rates
     –   50x Trans Rate
     –   50x $/Email of promo
         campaigns
22
Browser Campaign
• Highly-relevant browse
  emails engage subscribers:
  – 43% lift in Open Rate
  – 127% lift in Click-
     through Rate
  – 832% lift in
     Transaction Rate




23
Browser Campaign
• One Step Ahead uses
  email click through data
  to target non-purchasers
• The browser email
  outperforms highly
  targeted dynamic triggers
     – 50% lift in Open Rates
     – Double the Transaction
       Rates




24
Cross-Sell/Soft-Sell in
transactional emails
• Crate & Barrel presents
  the user with a detailed
  report of their purchase
  at the top of the email.
  The lower sections are
  reserved for supporting
  information, and product
  soft sells.




25
More than a return confirmation…

• Make more of your
  product returns
• Offer customers the
  opportunity to make
  another purchase
• Acknowledge that they
  are still special to you!




26
Borders: Author Alerts
• 70% lift in Open Rates
  vs bulk promotional
  messaging!




27
 Gift Reminders




28
Birthday Emails
• Content, subject line
  and copy was tested
  for 3 audiences
  based on age
• Subject lines:
   – “Yo Yo, it's your
     Birthday!”
   – “Happy Birthday
     to you from
     Acuvue!”
   – “Happy Birthday
     from Acuvue!”
29
Birthday creative sample: Pep Boys
• PEP BOYS presents
  other products and
  services as secondary
  messages in addition to
  the main birthday
  message.
• Birthday emails garner 2x
  Open Rate and 4x
  Transaction Rate of
  promo emails



30
              Testing and
          Optimization Tactics




31   31
     Subject Line Testing
     • “Over 100 New Gifts for
       Holiday - Be the First to
       Shop”
     • “We Can’t Wait to Show
       You Our New Holiday
       Collection”

     • 30% higher
       conversion rate with
       winning SL



32   32
Subject Line Testing
• Determine the impact of
  name recognition in
  combination with product
  versus straight branding
     – “Take the Distance, Change
       the Game”
     – “Get Tips from Ryan Howard,
       Gear from adidas and More”
     – “Go Behind the Scenes with
       Ryan Howard”
• 10/10/10/70
• 7% lift in Open Rate and
  over 20% lift in CTR
33
Time of Day testing
• Zales tested time of day over
  a 4 week period
• Times 8am, 9am, and 10am
     – 10am had the highest open
       rate and click
     – 8am had the lowest open rate
     – The transaction rate was the
       same for all times
     – 8am had the highest $$




34
Ann Taylor Creative Testing
• Ann Taylor tested the
  inclusion of an email title
  linked to the hosted
  version

• It is the first thing
  subscribers see within
  the email and helps when
  images do not display

• It is consistently the
  most clicked link

35
Creative Challenge:
Fit Pregnancy
Fit Pregnancy challenged Experian
CheetahMail’s Creative Services
team to embark on an innovative
redesign of their existing email
template with the goal of
outperforming previous mailings.

Challenges:
• Visually optimize email content
• Engage new and existing subscribers
• Strengthen brand identity across channels
• Increase website visits and subscriber
  interaction




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Creative Challenge:
Fit Pregnancy
Solutions:

• Campaign reporting data was analyzed to
  reveal strengths and weaknesses in the
  current template

• One area of interest was the ‘product recall’
  link which garnered 50% of the newsletter’s
  clickthrough activity

• To capitalize on this finding, the product recall
  link was placed above the fold as a
  standalone button, and in the ‘News to Use’
  section as a text link

• A top navigation bar was added to provide
  subscribers with quick access to main topics
  of interest

• Content was edited down and more lifestyle
  imagery was added to improve readability

37


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 Creative Challenge:
 Fit Pregnancy
Results:

Through careful analysis of Fit Pregnancy’s
email campaigns pre- and post- creative
redesign, the new template successfully yielded
more subscriber activity and engagement than
previous versions:

UNIQUE CLICKS
7x HIGHER

OPEN RATE
8.4x HIGHER




 38


  38
Creative Challenge:
Camping World
Camping World challenged Experian Cheetahmail to
redesign their product template to increase user interaction
and sell more products:

Challenges:
• Increase click-through rate to products featured on the
  main site

• Organize template to better present products to users

• Present new ideas on how to promote featured products
  and content to users




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Creative Challenge:
Camping World
Solutions:
• Reduced the size of the content sections, especially
  the feature area so more content appears above-
  the-fold

• Organized the secondary products into categories to
  give the template a visual hierarchy

• Added depth to the template by using different
  graphic techniques like breaking borders with
  imagery and shadowing

• Incorporated lifestyle imagery to connect with the
  user on a human level




40


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Creative Challenge:
Camping World
Results:

For the test, Experian
Cheetahmail deployed
3 creatives against Camping
World’s control. The below
values display the results:

UNIQUE CLICKS
18% HIGHER

TRANSACTION
VALUE
32% HIGHER




41


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Remail Campaigns
• Remails are not only for
  sales
• Reminder non-openers of
  their statements and
  loyalty emails
• Change your subject line
  for a re-mail when using
  the same creative
     – Open Rate increased by
       9% from original mailing
     – Click-through Rates
       jumped approximately
       44% for the overall
       campaign

42
Remail Campaigns
• The first email contained a
  coupon expiring on a
  Sunday
• In the remail the banner
  advertised a sale extension
• The subject line said “oops”
   – Email: “40% Coupon &
     Memorial Day Sale!”
   – Remail: “Oops! We
     Meant Monday -- 40%
     Coupon”
43
      Segmentation
       Strategies



44


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Segmentation
• xbox uses a
  combination of
  demographics and
  game play activity to
  target their
  campaigns




45
Segmentation
• Zune uses
  subscription and
  transaction type to
  target their content
  and improve results




46
Segmentation
• Lamps Plus uses
  previous purchase
  behavior at the
  category level to
  target the right
  products to the right
  subscribers




47
Segmentation
• Allposters.com knows
  that average order
  size is a predictor of
  future purchases
• Messages are
  dynamically
  populated based on
  AOV of past
  purchases




48
Segmentation
• Geo targeting and
  subscriber interest
  drive content about
  local events
• Geo-targeted content
  drove 54% lift in CTR
• Interests drove 62%
  lift in CTR




49
Geo Targeting
• Store openings and
  closings sent to
  segments targeted to
  MSA generated 80% lift
  in Open Rates
  compared to the open
  rates for promotional
  mailings


50




50
1-800-Flowers.com Model Testing
• Over 8% lift in
  transactions for modeled
  content
• Modeled content had
  higher initial total opens
  and clicks
• Initial results were so
  promising the models
  are regularly used



51
      Creative Best
        Practices



52


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Personalization
• Louis Vuitton used
  personalization to
  populate email recipient’s
  initials on the product
  displayed in the emails

• Personalization can
  garner up to a 250% lift in
  clicks compared to non-
  personalized content



53
Timely emails




54
Timely emails
• Over 50% lift in
  Open Rates
• Over 70% lift in
  Click Rates




55
Spiegel Celebrity Email
• Over 90% lift in
  Open Rates
• Nearly 155% lift in
  Click-through
  Rates




56
Surveys
• Over 55% lift in open
  rates
• Over 140% lift in
  Click Rates




57
Charitable Donations
• Items are then donated to
  a local charity that helps
  women in need
• The email was
  personalized with the
  customer’s nearest store




58
Mystery savings emails
• Create a sense of
  excitement
• Encourage a click with a
  mystery offer




59
Reengagement
• Rhapsody uses humor
  to try a win back
  inactive subscribers
  while presenting them
  with more products and
  services they’ve been
  missing out on.
• Click-through Rates
  increase 54% and
  Transaction Rates
  improve 207% vs
  promo emails
60


 60
Anniversary
• art.com uses dynamic
  content and a strong
  call-to-action to present
  the user with their
  anniversary gift.




61


 61
Newsletter
• Starbucks’ template
  presents the user with a
  clean design to interact
  and read through.
  Notice the use of social
  media icons at the top.




62


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Holiday/Product Template
• adidas used a
  countdown clock
  that ticked off the
  days left until the
  holiday sale was
  over. The user
  could also put the
  clock on their social
  networking sites.




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Site Re-launch
• This template
  gives the user a
  snapshot of the
  content on the
  new site in a
  quick and
  efficient format.




64


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Apology
• Eddie Bauer
  adds humor to an
  otherwise tough
  situation.




65


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      Incorporating Social
        Media into Your
         Email Program



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Loehmann’s Social Media
• Use email to push
  traffic to social media
• Click Rate on the
  dedicated Facebook
  campaigns was up
  to 5x greater than
  rates on
  promotional
  messages




67
Advertising social presence




68
Be social!




69
Facebook Sharing




70
Lowe’s Social Media
• Lowescreativeideas.com is
  a community site where
  customers can find and
  share ideas, discuss
  projects and share videos,
  pictures and feedback
• Customers can also
  interact directly with Lowe’s
  and other Facebook fans
• These efforts are
  complemented by a
  branded YouTube and
  Twitter presence
71
Let customers evangelize your brand
• Get creative and be
  true to your brand




72
Twitter




73
Mobile View
• Enable mobile device
  users to view a
  readable copy of your
  email
• Provide a link to
  direct them to a
  mobile-formatted
  message!
• Results:
     – Rich text clicks
       increased by 37%

74
 Mobile acquisition
• Mobile can be
  leveraged to
  capture phone
  and email
  information
• Email will be a
  significant
  driver to gather
  mobile
  numbers



 75


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       The Current
      State of Email
      Deliverability



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Warming Up New IPs




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Inbox Delivery Trends
                             How Much Mail Doesn’t Make It To The Inbox?*




78
*Return Path’s The Global Email Deliverability Benchmark Report, 2H 2009


 78
Business Address Delivery
                  Business Inboxes in U.S. and Canada Still Hard to Reach*




79
*Return Path’s The Global Email Deliverability Benchmark Report, 2H 2009


 79
What Senders Can Do to Improve
Email Deliverability
           • Get the data you need.
           • Take deliverability failures seriously.
           • Don’t use revenue or response as a proxy for
             deliverability.
           • Don’t accept deliverability failures as inevitable or
             unfixable.
           • Take responsibility for where your email lands.*




80
*Return Path’s The Global Email Deliverability Benchmark Report, 2H 2009


 80
Tools: Delivery Management



•        Mailbox Monitor
•        Reputation Monitor
•        Blacklist Monitor
•        Campaign Preview




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Tools: Delivery Management




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    Tools: Get an Insurance Policy


•        CertifiedEmail messages

         are marked with a unique
         blue trust seal.

•        The security strip

         identifies the message as

         a CertifiedEmail

•        Images visible

•        Links active



    83


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      Thank You!




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