Email marketing and customer retention

•

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Blue Sky Factory

More at http://blog.blueskyfactory.com

Business

Email Marketing &
Customer Retention
Christopher S. Penn, VP Strategy and Innovation
www.BlueSkyFactory.com

Wednesday, March 24, 2010

The corporate plug:

If you send a lot of email (or
want to), we can help you make
more money and reach more
customers. Ask us how.

www.BlueSkyFactory.com

Wednesday, March 24, 2010

blueskyfactory.com/optsum

Wednesday, March 24, 2010

Slides available Monday at
blog.blueskyfactory.com

Do not print this unless you really need to.

Wednesday, March 24, 2010

#smcdallas
smcdallas.org

Wednesday, March 24, 2010

Send a link to your
most recent email to
@cspenn on twitter.
Wireless code: optimiz114

Wednesday, March 24, 2010

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I hate customer
retention

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energize
your customers
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Attract

Convert

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Marketing

Sales

Product & Service
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5 things every email
marketer wants

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more audience

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more delivery

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better measures

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tell
people
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to
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Opt-in rotation

Wednesday, March 24, 2010

Dear Chris,

I wanted to reach out to my contacts on LinkedIn...

Dear Chris,

I wanted to reach out to the folks who were kind
enough to comment on my blog...

Dear Chris,

I wanted to reach out to the awesome folks like you
who bought my....
Wednesday, March 24, 2010

... I’d like to invite you to join my newsletter ...

... I’d like to ask you to sign up for free to my mailing list ...

... I’d like to stay in touch with you about what’s
happening ...

Wednesday, March 24, 2010

... in exchange for your attention ...

Wednesday, March 24, 2010

http://bit.ly/go-bsf
Wednesday, March 24, 2010

David Sifry
not this ESP
Wednesday, March 24, 2010

List: 1,657
Opened: 350 (21.5%)
Clicked: 125 (7.7%)
Complaints/Flagged as spam: ZERO
Unsubscribes: 8 (0.5%)

Wednesday, March 24, 2010

the ship sinker
Wednesday, March 24, 2010

past great email

Wednesday, March 24, 2010

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Taguchi multivariate testing

Publicaster
Wednesday, March 24, 2010

Delivery rate
Open rate
Click rate
Unsubscribe rate
Complaint rate
Diagnostic only
Wednesday, March 24, 2010

Google Analytics URL Builder
Wednesday, March 24, 2010

Google Analytics
Wednesday, March 24, 2010

decide on a goal ﬁrst
then measure to it

Wednesday, March 24, 2010

more audience
more delivery
more opens
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better measures
Wednesday, March 24, 2010

“We live or die on our database.”

- Jeff Pulver (@jeffpulver)

Wednesday, March 24, 2010

Photo credit: Dominic

Wednesday, March 24, 2010

www.blueskyfactory.com
www.christopherspenn.com

@blueskyfactory
@cspenn

Wednesday, March 24, 2010

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