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Email Marketing Trends 2009

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Information about Email Marketing Trends 2009
Business & Mgmt

Published on January 22, 2009

Author: Silverpop

Source: slideshare.net

Description

Email Marketing Trends 2009 - This is a presentation given to the Reno Tahoe Chapter of the AMA on January 21, 2009. Trends discussed include:

Beyond Customer Control – to Customer Expectations
Channel Explosion and Consumer Preferences
The Email Volume Overload
Customer Churn and Inactivity
Most Prospects Are Long Term
Consumer Adoption of Multiple Email “Devices”
Growth of Social Networks and Social Media
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Email 2009: Trends and Solutions in a Tough Economy AMA Reno-Tahoe Chapter Luncheon Loren McDonald VP, Industry Relations Silverpop

Obama Inauguration Speech The question we ask today is not whether our government is too big or too small, but whether it works - whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified. Where the answer is yes, we intend to move forward.  Where the answer is no, programs will end. 

The question we ask today is not whether our government is too big or too small, but whether it works - whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified.

Where the answer is yes, we intend to move forward.  Where the answer is no, programs will end. 

Email Change Begins Today! The question we ask today is not whether our list is too big or too small, but whether it delivers - whether it helps your company increase revenue at a decent cost and retain customers . Where the answer is yes, we intend to increase our spend .  Where the answer is no, marketing programs will end. 

The question we ask today is not whether our list is too big or too small, but whether it delivers - whether it helps your company increase revenue at a decent cost and retain customers .

Where the answer is yes, we intend to increase our spend .  Where the answer is no, marketing programs will end. 

There are many challenges, but YOU can build a better email marketing program!

There are many challenges,

but YOU can build a better

email marketing program!

Trends Shaping Email in 2009

7 Key Trends Affecting Email Marketing in 2009 Beyond Customer Control – to Customer Expectations Channel Explosion and Consumer Preferences The Email Volume Overload Customer Churn and Inactivity Most Prospects Are Long Term Consumer Adoption of Multiple Email “Devices” Growth of Social Networks and Social Media

Beyond Customer Control – to Customer Expectations

Channel Explosion and Consumer Preferences

The Email Volume Overload

Customer Churn and Inactivity

Most Prospects Are Long Term

Consumer Adoption of Multiple Email “Devices”

Growth of Social Networks and Social Media

1. Beyond Customer Control to Customer Expectation – The Amazon Effect

Choose if They Want to Opt-in …

Determine If, When,/Where, What, How They Read … If What When/Where How

Determine If/When to Change Their Preferences Email Address Format Frequency Which Emails

Email Address

Format

Frequency

Which Emails

When to Report as Spam …

When They’d Prefer Another Channel … C

And When They Want the Relationship to End …

… and now – SUPER EXPECTATIONS

Your Competitors Are Creating Great Expectations

“ Spray-N-Pray”, “Batch-N-Blast” – Low Relevancy = Goodbye NO

Frequency is out… Behavior is in… Lifecycle Trigger Click Stream

Frequency is out…

Behavior is in…

Lifecycle

Trigger

Click Stream

Move to Behavior-Based Programs Cataloger shifted to behavior-based series after key purchase: Warranty Accessories Related products

Cataloger shifted to

behavior-based

series after

key purchase:

Warranty

Accessories

Related products

Control & Expectations = Potential for More Engagement Embrace subscriber power Enable users to design and control the communications “ My Email” is powerful concept

Embrace subscriber

power

Enable users to

design and control

the communications

“ My Email” is powerful

concept

2. Channel Explosion and Consumer Preferences

Communications/Marketing Channel Explosion = Choices and Preferences To 1990 Newspapers Direct Mail Telephone Radio TV Fax Mobile Phones 1990-2000 Internet Email Instant Messaging Search 2000-2008 Webinars/Webcasts RSS feeds Blogs Podcasts Social Networks SMS Video Sharing (YouTube) Mobile Applications Twitter

Changing Demographics When was the last time any of you rode your skateboard to work? Monthly Text Messages Daughter 700+ Dad 20-

Monthly Text Messages

Daughter 700+

Dad 20-

Text Generation is About to Hit the Workforce… Facebook generation (18-24) = 10% of U.S.

Facebook generation (18-24) = 10% of U.S.

… But Newspaper Generation Still Rules 72% of U.S. population will be 20+ in 2010

And Email Still Rocks for Business Communications

Shifts - Not The End of Email Demographics and channel preferences will cause some shifts in email Flight alerts Phone > Email Email > Text Again, preference centers are KEY!

Demographics and channel preferences will cause some shifts in email

Flight alerts

Phone > Email

Email > Text

Again, preference centers are KEY!

3. The Email Volume Overload

 

 

What’s the Total Impact of Frequency 5 times per month 12 times per month Revenue – Churn – Reputation….

Retailer Case Study – Increased Frequency Unsubscribes and spam complaints went through the roof

Financial Impact of Increased Mailings

4. Your List Is Shrinking & Going Inactive

List Churn and Inactives – The Good and Bad News The bad news… A typical list will lose 1/3 of its members each year Bounces + spam complaints + unsubscribes = 2-4% / month 25% to 80% of your list is inactive Subscriber has not opened or clicked in specific time frame (e.g., 6, 12 months+) The good news… Churn can be reduced Some inactives can be reengaged You control most of your destiny

The bad news…

A typical list will lose 1/3 of its members each year

Bounces + spam complaints + unsubscribes = 2-4% / month

25% to 80% of your list is inactive

Subscriber has not opened or clicked in specific time frame (e.g., 6, 12 months+)

The good news…

Churn can be reduced

Some inactives can be reengaged

You control most of your destiny

Engage and Delight…Every Step of the Way Dating Build trust with transparency Preferences on opt-in Engagement Welcome programs Bring the flowers Marriage Deliver on expectations Preference updates Move to lifecycle, trigger and behavioral-based programs Divorce Provide alternatives to unsubscribing

Dating

Build trust with transparency

Preferences on opt-in

Engagement

Welcome programs

Bring the flowers

Marriage

Deliver on expectations

Preference updates

Move to lifecycle, trigger and behavioral-based programs

Divorce

Provide alternatives to unsubscribing

Enable Preferences…Manage Expectations

Get Them Started Right Away Welcome Email Reiterates value proposition Communicates when first email should be expected Offers opportunity to start getting engaged with the brand

Welcome Email

Reiterates value proposition

Communicates when first email should be expected

Offers opportunity to start getting engaged with the brand

Win Inactive Subscribers Back Update their preferences Survey subscribers their interests Try a new approach to your subject lines Best of content/offers Behavior-based emails

Update their preferences

Survey subscribers their interests

Try a new approach to your subject lines

Best of content/offers

Behavior-based emails

Why Recipients Unsubscribe Too Frequent Irrelevant Content/Offers

Too Frequent

Irrelevant Content/Offers

Make Unsubscribing & Staying Easy Missing: Frequency Option RSS or catalogue option Contact info.

Missing:

Frequency Option

RSS or catalogue option

Contact info.

5. Most of Your Prospects Are Long Term – The Unconverted Majority

B2B: 70% of Leads are Long-Term Opportunities 82.5% are ready to buy or will buy 70% are long-term opportunities – Marketing Territory An estimated 70-90% of leads generated by marketing are never followed-up with by sales Source: MarketingSherpa

82.5% are ready to buy or will buy

70% are long-term opportunities – Marketing Territory

B2B Email Drip Programs Nurtures Prospects Email 1 Telesales Email 2 Direct Mail Email 3 Telesales Day 1 Day 8 Day 12 Day 14 Day 2 Drips: CTRs of 3X

PPC: 95%+ Don’t Convert Immediately If avg. PPC conversion rate is 2%-5% - what happens to the other 95%+?

Most Common Mistake: No Easy and Obvious Sign Up

6. Your Emails Are Being Viewed in a Growing Number of Environments

Same Email… May Be Read In Multiple Environments Web Browser PC client Mobile Client Social Network RSS Feed Web Version

An Email in Every Pocket Global mobile market subscriber base reached 3.25 billion in July 07 Current world population is 6.7 billion Sources: The Mobile World, June 07; The Yankee Group; IDC, Gartner, Canalys 2006

Global mobile market subscriber base reached 3.25 billion in July 07

Current world population is 6.7 billion

BlackBerry Email & Browser Experience Browser Version BlackBerry Browser Email Version BlackBerry IS installed email client Original Email

 

7. Email Becomes “Social” – The New Forward to a Friend

Evolution of Viral Email …

Recipient Taken to Social Site Email Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed. Email recipient can add their own comments or endorsements Users can select a thumbnail from some of the images in email, or opt to not include a picture

Friends Are Notified in Their “News Feed” Whit Lanier posted a link: Downtown Atlanta Restaurant Week “ This Looks Like a lot of fun” No tickets and no coupons! During Downtown Atlanta Restaurant Week, simply make a reservation, show up, and ask your server for the Restaurant Week 3-course prix-fixe menu http://www.opentable.com/blahblahblha_linkypoo%tracking%

11% of the message clicks were on the social share buttons Generated an additional 1,250 “new” opens. Assuming that each sharer had 100 friends, we estimate the summary was viewed an additional 61,000 times. Share to Social in Action

11% of the message clicks were on the social share buttons

Generated an additional 1,250 “new” opens.

Assuming that each sharer had 100 friends, we estimate the summary was viewed an additional 61,000 times.

Do Your Emails Need Ketchup?

Ketchup can make almost any food edible, or even pretty tasty!

DISCOUNTS…! are Ketchup!!!!!!!!!!

 

Messages tailored to individual recipients based on their demographics or behavior Are your emails personalized?

Messages tailored to individual recipients based on their demographics or behavior

2. A welcome program that sets expectations and creates value for new subscribers out of the gate and confirms that their decision to opt in to your email program was a good one.

3. Creative subject lines that motivate people to take the action they (and you) want, not just open the email VSL // See a fantastic sixties rock movie you've never heard of VSL // The best classroom drama since 'The Breakfast Club' Best Buys on Ready to Assemble Furniture (Crate & Barrel) Announcing the January White Sale (Kirkwood Mountain Resort) Intriguing OK, and so ….

Cross-Platform Design Tips 4. Emails designed to render well on multiple environments and platforms—PC, Web and mobile

5. Creative and compelling copy that motivates people to want to know more and act

6. A competitively positioned email program, which serves a clear need to recipients relative to your competitors’ offerings.

7. Emails with genuine personality that provide a reason for subscribers to anticipate your next message

8. Emails designed from a user perspective, making it easy for subscribers to find the information and links they need to take the action they want, anything from changing their preferences to buying your latest widget. Email navigation is not the same as Web site navigation But should not be inconsistent with Web site

Email navigation is not the same as Web site navigation

But should not be inconsistent with Web site

 

Key Takeaways Embrace Customer Power Deploy preference centers - Enable them to shape their own experience Focus on Converting Long-Term Prospects Optimize Landing Pages; Deploy Drip, Trigger, Behavior-Based Campaigns Focus on Relevance, Not Frequency Minimize List Churn and Inactives Use welcome programs Create unsubscribe/preference centers Implement reengagement programs Design for Multiple Devices Dive into the Social World

Embrace Customer Power

Deploy preference centers - Enable them to shape their own experience

Focus on Converting Long-Term Prospects

Optimize Landing Pages; Deploy Drip, Trigger, Behavior-Based Campaigns

Focus on Relevance, Not Frequency

Minimize List Churn and Inactives

Use welcome programs

Create unsubscribe/preference centers

Implement reengagement programs

Design for Multiple Devices

Dive into the Social World

Q & A Follow Me Columnist Media Post - Email Insider MarketingProfs GetToThePoint Blogs Silverpop - Tales Newsletters Digital Marketer Contact: [email_address] Facebook – Loren Todd McDonald Twitter – @LorenMcDonald www.silverpop.com

Follow Me

Columnist

Media Post - Email Insider

MarketingProfs GetToThePoint

Blogs

Silverpop - Tales

Newsletters

Digital Marketer

Contact:

[email_address]

Facebook – Loren Todd McDonald

Twitter – @LorenMcDonald

www.silverpop.com

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