Email by the Numbers - Susan DeMatei - WineGlass Marketing
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This document discusses email marketing best practices for the wine industry. It provides tips on growing an email list, maintaining list health, developing an email strategy including segmentation and timing, crafting compelling offers, and designing effective email creative. Graphs and examples demonstrate how to analyze list data and funnel performance. The presentation emphasizes measuring key metrics, testing different approaches, and focusing communications based on what drives sales and engagement for each list segment. The goal is to create emails that motivate subscribers to take action through clear calls to purchase, RSVP or learn more.
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Email by the Numbers - Susan DeMatei - WineGlass Marketing
- 1. Email by the Numbers Presented by WineGlass Marketing March 1, 2016
- 2. Susan DeMatei, Wine Glass Marketing susan@wineglassmarketing.com facebook.com/wineglassmarketing @sdematei
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- 4. Sign up Database health Email strategy (timing and segmentation) Email offer Email creative 4
- 5. Sign up Database health Email strategy (timing and segmentation) Email offer Email creative 5
- 6. What You Need to Know • Sign up month/month • What is your average? • What is your goal? • Channels - where are they coming from? • Sales reps 6
- 7. What This Might Look Like 7 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% July Aug Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec Jan Growth Average
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- 11. Things You Can Do Right Now Set goal, measure and incentivize staff • Capture source and sales person • Capture non-buyers Put online sign up on home page and every page Use Social Media to collect Use Forward to Friend features 11
- 12. Sign up Database health Email strategy (timing and segmentation) Email offer Email creative 12
- 13. What You Need to Know • What is potential pool of addresses? • How many email addresses? • How many are usable? • How many are buyers? 13
- 14. What this might look like 14 No email, 1001, 4% Email, 26501, 96% 1 Purchase, 7606, 27% Club Member, 2459, 9% Non Buyers, 13936, 51% Repeat Purchases, 3501, 13% Trade 7% Consumer, 25448, 93%
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- 25. Things You Can Do Right Now Know your database – What type of funnel are you? • This give you your area of focus Keep database clean 25
- 26. Sign up Database health Email strategy (timing and segmentation) Email offer Email creative 26
- 27. What You Need to Know • How often do you email your database? • Do you segment your database? 27
- 28. What This Might Look Like 28
- 29. Frequency • The frequency and reason for contacting your database is important • Most wineries contact their database quarterly, or monthly 29 More than 1x mo 1x month 1x quarter 1-2x year Source:2013BenchmarkInternetGroup
- 30. Things You Can Do Right Now Segment Emails • Resist the urge to send to “all” • Consider segmentation on past orders, past experiences or value Set a frequency for each segment and pay attention not to send too frequently, or infrequently • 4-6 weeks 30
- 31. Sign up Database health Email strategy (timing and segmentation) Email offer Email creative 31
- 32. • Chart past 12-24 months of emails to see what is driving sales • Subject = Open Rate • Offer = Click through Rate • If not clear, perform an A/B test 32 What You Need to Know
- 33. 33 What This Might Look Like
- 34. 34 What This Might Look Like
- 35. 35 What This Might Look Like
- 36. Things You Can Do Right Now Clear subject lines with “active verb” call-to-action Clear offers of unique wines, shipping offers and discounts • What does your database respond to? 36
- 37. Sign up Database health Email strategy (timing and segmentation) Email offer Email creative 37
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- 48. Things You Can Do Right Now Make it simple. Give links to purchase, tickets and RSVPs. Use visual cues as well as text. Tie back to the brand/site. 48
- 49. 49 Sign up Database health Email strategy (timing and segmentation) Email offer Email creative
- 50. Susan DeMatei, Wine Glass Marketing susan@wineglassmarketing.com facebook.com/wineglassmarketing @sdematei
Hinweis der Redaktion
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- Email is #1 source of offsite sales: Email marketing was the biggest driver of 2015 Black Friday transactions (25.1% of sales) (Source: Custora) But: 89% of marketers say that email is their primary channel for lead generation. (Source: Mailigen) Email is the top source of analytics data for marketers, with 41% using their email marketing performance data. (Source: Forbes) The top 3 uses of email marketing are newsletters (66%), promotional content (54%), and welcome series emails (42%). (Source: Pardot) And: 30% of consumers now read their email exclusively on mobile devices (Source: Yesmail) In 2015 55% of email opens occurred on a mobile device (Source: Litmus) 61% of consumers now read at least some of their emails on a mobile device (Source: Yesmail)
- In a recent study of the top 500 online retailers 7.7% put email sign up in the header (2.3% use a form, 5.4% use a link) 44.4% use pop-ups 54.3 below the fold or in the footer (56.4% using a form, 10% using links) 29% of retailers incentivized people to opt-in to their email program 18% offered a flat percentage off of a purchase 5.9% offered a flat dollar amount off of a purchase 5.1% offered free shipping Source: 250ok.com May 2015
- The top 1% of most viral emails generated in excess of 1 forward for every 21 opens Litmus Email Viral Benchmark Report, June 2015
- It is estimated that 25% of your databases “expires” each year Hubspot, 2015
- Assumption = 1000 people a month to a tasting room. With partnerships and promotion increase 10% y/y Convert 60% of all tasting room traffic to prospect mailing list It is estimated that 25% of your databases “expires” each year Hubspot, 2015
- Assumption = 1000 people a month to a tasting room. With partnerships and promotion increase 10% y/y Convert 60% of all tasting room traffic to prospect mailing list
- Mail Chimp Feb 1, 2016 Segmented campaigns – 14.64% higher opens 59.99% higher clicks 7.46% less unsubs Targeted messages and those sent to small audiences are generally at least 90% more viral than untargeted messages and those sent to large audiences Litmus Email Viral Benchmark Report, June 2015
- 61% of consumers want to receive weekly promotional emails (28% want them even more frequently.) (Source: Email is not dead)
- Mail Chimp“retail” benchmarks: 21.55% open 2.44% ctr 1.12 unsub
- According to eROI’s latest Elements of Email survey, 62% of email marketers that include a nav bar find it more effective than or as effective as the main content in driving clicks. In addition, 65% find that it converts better than or as well as the main content of their email.
- Buttons increase CTR by 127% Research shows most people scan email campaigns rather than reading them word-for-word, so using buttons for your call to action means they will stand out to skimmers while text links will often go overlooked. This is because buttons have a number of unique attributes linked text doesn’t, including: Size – Often times a button will be much larger in size than a linked piece of text, catching the skimmer’s eye. Design – Buttons often have design elements that links don’t, such as shadows, gradients and other effects. This can make them ‘pop’ off the page and stand out to skimmers. Color – Often buttons will have a different color to the background and text, and this contrast draws the eye and makes the reader notice them more. Whitespace – When a button is set away from other elements in the email, the whitespace around it creates an area free from distraction – leading the reader right to it. Neilson Norman Group Eyetracker Research 2006
- Emails with social sharing buttons see a 158% increase in click through rates. (Source: Nonprofit Hub)
- Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” (December 2014)
- Microsoft Confidential