This is the keynote address that was given at the EEC12 Conference in Hollywood Florida on February 24, 2012.
Description: This keynote presentation will combine Forrester Research data with case studies from leading brands. From spelling out the most effective ways to incorporate social, mobile, and video email into your program to providing future-looking recommendations, this keynote will position your email marketing program for long term success.
2. Helping b2b and b2c companies
Ryan Phelan maximize their use of email,
Vice President, Strategic Services social and mobile strategies to
BlueHornet increase revenue and extend
@ryanpphelan
customer lifetime value.
3. Shar is a leading expert on how
Shar Van businesses can leverage
interactive marketing channels
Boskirk and technologies to drive sales
VP and Principal Analyst and deepen customer
Forrester Research Inc relationships.
4. past keynotes
past conferences
Think your program
your goals
your challenges
your customer
5. 1,000
CONSUMERS
• U.S. Based Consumers
• 77% own a smartphone
• Selected ages between 18 and 45
• 79% were employed
• Diverse ethnic mix
• 77% earned $35,000+
• 35% live in urban area; 65% in suburb
14. Which of the following statements about email
marketing do you agree with?
Source: Forresters NACTAS Q3 2006 Media & Marketing Online Survey
Source: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008
Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
15. To what extent do you trust each of the following types
of advertising/promotions?
Source: North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US)
Base: US Online Adults
18. • Incorporate preference centers into your welcome
process
• Gather relevant information and test the amount
• Don’t take advantage of the trust
• Test pricing and discount strategies in your emails
• Test calls to action between “Learn More” and “Buy
Now”
22. Which of the following statements about email
marketing do you agree with?
Source: Forresters NACTAS Q3 2006 Media & Marketing Online Survey
Source: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008
Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
25. • Make sure that you have a welcome email sent instantly
after registration
• During registration, test asking what they want out of the
relationship
• Price and Discounts are the top reasons for purchase
from email (Free Shipping is a close third)
• Cadence should be rooted in relevant content to the
consumer at each phase of development
• Don’t bombard the consumer
32. 69% of consumers delete emails that don’t look good on a mobile device
33. • Don’t be lazy marketers, optimize your emails for mobile
devices
• Use effective subject lines and pre-header text to assist
in the “triage”
• Use segmentation to group mobile users from desktop
users and track performance
• Over half of respondents triage email
39. • Relevancy (31%) and Frequency (30%) are still the top
two reasons for unsubscribe
• An overloaded inbox is the third most popular reason
why someone would unsubscribe at 22%
• Think strategically first, tactically second about your
email program
• Make sure your emails provide value
• Use segmentation to send engaged groups emails –
utilize Win-Back Programs
43. 15% of consumers would always change their mind
from unsubscribing if given options
44. • 40% of consumers might stay on your list if given
options – implement an opt-down program
• Offer choices of cadence and subscription in an
opt-down program
• Implement Win-Back Programs to engage the
customer and renew the trust
• Ask a survey of those that are going to subscribe
45.
46.
47. • Think strategically first, tactically second about your email
program
• Make sure that you have a welcome email sent instantly after
registration
• Cadence should be rooted in relevant content to the consumer
at each phase of development
• Don’t be lazy marketers - optimize your emails for mobile
devices
• Relevancy (31%) and Frequency (30%) are still the top two
reasons for unsubscribe
• 40% of consumers might stay on your list if given options –
implement an opt-down program
Hinweis der Redaktion
Think – how many times have you been to a conference and seen a lot of case studies and stats. How many times have you seen keynotes that get you all excited and energetic about being in email marketing yet there’s no action items.Stats and motivation that drone on and on with no application to the struggles and successes that email markers have – well, we have a treat for you this morning.
First, yes, this presentation will have stats but more than that. Your iPads should have a full charge cause you’re going to take a lot of notes. We conducted a consumer survey of 1000 consumers across the United States about how they USE email. What do consumers think about what we do? It’s all a mystery. We all try to think about the consumer and get inside their head. Funny thing is, we miss the mark so many times…So we are going to focus today on the voice of the consumer to help you make your email program better!Stats like….Make sure that focus, fans, Advocates is a part of the talk trackDon’t say right
Like this. In our study, 28% of consumers check their personal emails 1-3 times a day. That’s while their at work folks. Now, the really surprising thing is that 24% of people don’t. *****In another question that we asked, 37% of respondents said they check their social sites 1 to 3 times a day while at work.WOWOr how about this…
70% of consumers say that they don’t add retailers to their address book
39% of consumers have two email accounts. So there is a competition to get not only into their inbox, but their primary inbox.
There’s always been a lot of talk about eAppending. 75% of consumers indicated that it’s NOT ok for them to be signed up for emails they did not request.Sure, we could talk about stats all day. Shar has a ton of that information too, but what would it do to help? Not much.So what we also did was ask consumers…………………in person………………………..on camera
So, finally, we’re going to in this presentation discuss what Shar and I think about what we are reading and seeing and provide you tangable and actionable content. This is what you’re going to take back to the office.This is not your typical keynote. We’re not your typical presenters. You’ve got an infographic in front of you. If you will look at that, it looks out of focus. If you reach under your chair, there’s something that will help you bring everything into focusHow cool is that?????????Oh, and one more thing. Audience participation. I’m going to ask you what’s on your infographics, cause everyone has different ones. So let’s begin
General introduction about how acquisition is a large focus….
First, let’s think about what consumers will provide to us.Consumers will provide information as is need to drive a relevant conversation.Year of birth - surprising
Discounts?WOWLook at 56%Now Shar, what do you think?
Let’s look at the customers
This is where Shar and Ryan will discuss the video content and wrap up the section
Now what about the bad side to emails that consumers sign up for? It can’t all be good right?
This is where Shar and Ryan will discuss the video content and wrap up the section
INFOGRAPHIC CALLOUT!If the email that you receive looks bad, does that influence your perception of the brand?
One of the reasons we got in the interviews? They thought it might be spam or a virus.
This is where Shar and Ryan will discuss the video content and wrap up the section
INFOGRAPHIC CALL OUT - When you unsubscribe, what is the primary reason?
This is where Shar and Ryan will discuss the video content and wrap up the section
INFOGRAPHIC CALLOUTIf you click to unsubscribe and are presented with the option to opt-sown, would you remain on the list?
This makes sense. It aligns to what we see in practice of opt-down success
This is where Shar and Ryan will discuss the video content and wrap up the section