Optimizing your Email Program for Nurture Marketing, Social Media, and Mobile

1. Optimizing your Email Program for Nurture Marketing, Mobile, Social Media

2. To do Online Marketing well, marketers need to be good at so much more than Email + Search. -- Social is the new staple -- Mobile is next The Online Marketer’s Challenge

3. Our world today

4. Enough to make you Scream

5. History Lesson – starting w/ Email Email invented in 1971 “ In 1971, Ray Tomlinson developed the first ARPANET email application…he chose the "commercial at" symbol to combine the user and host names, providing the naturally meaningful notation "user@host" that is the standard for email…” Source: LivingInternet.com @

7. History Lesson – Social

8. History Lesson – Mobile

9. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: all of the above and more…

10. 2007: Use Email to Build Community

11. Storytelling Drives Results

12. Community Waiting to be Discovered

14. 2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time

15. RSS-to-Email applies to Small Biz

17. Finding Thru Search: Paid vs. Organic

18. Finding you: Blogs, Social Media

20. eROI Google Analytics Stats

21. eROI Leads by Source

22. eROI Resource Landing Page…Bad

23. eROI Resource Landing Page…Good

26. Examples of Opt-in Questions Good Too Much

27. CBSSports.com Opt-In: Before/After

28. CBSSports.com Welcome Email Strategy

31. The Thank you Email: Business Reasons 1. Immediate recognition 2. Start of life cycle marketing 3. Tests email address validity 4. Begins behavioral profile

32. A Welcome Email is the first email received after an opt-in and/or confirmation of subscription This will likely be your highest open rate ever. Make it count . Welcome Email

35. Twitter + HTML Welcome Email = LOVE

36. 2008: Email Anatomy Pre-Header Header Email Body Social Media integration Functional Footer

37. 2009: Email Trend – Higher Volume Average volume: Retailers send 2.5 emails/week – nearly 1 email every other day We’re hitting the threshold. Soon, results will show email fatigue. Until then, send away to maximize results… BTW – relevancy improves results dramatically

38. 2009: Holiday Email - Icebreaker

39. Campaigns/Frequency 3 months of Oct’09-Dec’09: 38 emails 3 years of Sep’06-Sep’09: 36 emails Total emails sent: Oct’09 – Dec’09 ~500k Sep’06 - Sep’09 ~450k Read Rate Oct-Dec’09 – 25% Read Rate ‘06-Sep’09 – 33% Click Through Rate Oct-Dec’09 – 7.5% Click Through Rate ‘06-Sep’09 – 10.5% Average Opt Out/Campaign Rate – 0.66% Icebreaker Holiday Email Findings

40. 2009: Mobile Optimization

41. 2009: Mobile Landing Page

45. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: all of the above and more…

46. Thank you. Ryan Buchanan CEO, eROI [email_address]