A presentation from the Digital Summit Phoenix in February 2019. Eight email campaign types (not including newsletters) that email marketers can utilize to deliver relevance to their audiences.

1. Eight Ways to Deliver Relevance
with Email Marketing

2. BEYONDTHE NEWSLETTER

3. of email marketers send
the same message to
their entire audience.53%
Source: SmartInsights and Getresponse (2018)
“Email Marketing and Marketing automation Excellence 2018”

4. CLICK RATES BYMESSAGETYPE (2018)
TRIGGERED
AUTORESPONSE
NEWSLETTER
RSS
0% 3% 6% 9% 12%
4.32%
3.48%
6.56%
10.75%
Source: GetResponse (2018)
2 Billion Email Benchmark Study

5. MARKETING’S HUMBLE BRAG
Super Nintendo, Sega Genesis
When I was dead broke, man, I couldn't picture this
50-inch screen, money-green leather sofa
Got two rides, a limousine with a chauffeur

6. “I always take my timing
from the audience because
they are half my act.”
- Rita Rudner

7. LOYALTYACTIONINTERESTAWARENESS
TIMELYANNOUNCEMENTS
INTRODUCTIONS
TESTING & SEGMENTATION
EDUCATION & ONBOARDING
CONFIRMATION
CUSTOMER SERVICE FEEDBACK
WIN BACK
CROSS-SELL
CONFIRMATION
EDUCATION & ONBOARDING

8. QUICKTECHNOLOGYCAVEAT

9. TIMELYANNOUNCEMENTS
WHAT WHEN
ENVIRONMENTAL CHANGES
BRAND DEVELOPMENTS
“We couldn’t let
another minute pass
without telling you.”

11. “Live now.
Now is the most precious time.
Now will never come again.”
- Captain Jean-Luc Picard
Starship USS Enterprise

12. WEATHERAPI INTEGRATIONS

13. INTRODUCTIONS
WHAT WHEN
WELCOME MESSAGES
LEAD GENERATION
“Here’s to the start
of a beautiful
friendship.”

15. SPAM PLACEMENT RATE
WELCOME
WIN BACK
NEWSLETTERS
PROMOTIONAL
POST PURCHASE
0% 5% 10% 15% 20%
2%
9%
11%
12%
16%
Source: ReturnPath (2018)
B2C Email Performance Benchmarks

16. “THIS IS NOT SPAM”ACTIONS
WELCOME
WIN BACK
NEWSLETTERS
PROMOTIONAL
POST PURCHASE
0% 5% 10% 15% 20%
1%
3%
2%
4%
6%
2%
9%
11%
12%
16%
SPAM RATE "THIS IS NOT SPAM"Source: ReturnPath (2018)
B2C Email Performance Benchmarks

17. SENDERSCORE BLACK LISTS

18. TESTING & SEGMENTATION
WHAT WHEN
PROGRESSIVE PROFILING
CONTACT TRANSITION
RE-ENGAGEMENT
“Help me help you.
What would be best
for you?”

19. “Hey [your brand here]. If your emails
live to be a hundred, I hope I live to be
a hundred minus one day so I never
have to live without them.”
- Not One Damn Recipient

21. WELCOME!
YOU MIGHT LIKE:
MOREABOUT SPECIAL OFFER
ACT NOW
PROGRESSIVE PROFILING

23. SEGMENT BYINTEREST
SUBSCRIBE WHAT DOYOU LOVE?

24. SELF SEGMENTATION
OPEN RATE:
78%
CLICK RATE:
74%
OPEN RATE:
81%
CLICK RATE:
77%

25. EDUCATION & ONBOARDING
WHAT WHEN
FIRSTTOUCH / WELCOME
PROGRESSIVE PROFILING
CONTACT TRANSITION
“Soon.You’ll be an
expert very soon.”

27. Source: Google (September 2017)
“Successful Businesses”- Marketing and Measurement executives at NorthAmerican companies with over $250M in revenues.
of successful businesses
say it is critical to anticipate
customer needs and provide
assistive experiences.89%

28. CONFIRMATION
WHAT WHEN
EVENTS &SPECIAL INVITES
CONTENT DELIVERY
“You’re in.
See you then.”
“You asked for stuff.
Here it is.”

30. CONTENT DISTRIBUTION FORMATS
EMAIL
SOCIAL MEDIA
BLOGS
IN-PERSON EVENTS
VIRTUAL EVENTS
0% 25% 50% 75% 100%
55%
56%
79%
92%
93%
Source: Content Marketing Institute (2018)
“B2B Content Marketing: 2018 Benchmarks, Budgets &Trends - NorthAmerica)

32. “We want to be better at
email. What do we do?”
- People who actually need to be better at content

33. CUSTOMER SERVICE FEEDBACK
WHAT WHEN
NEWCUSTOMER
RECENT CUSTOMER
LOYAL CUSTOMER
“So…?
How did you like it?”

35. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND
US TO A FRIEND OR COLLEAGUE?
0 1 2 3 4 5 6 7 8 9 10

36. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND
US TO A FRIEND OR COLLEAGUE?
CUSTOMERSERVICE@

38. FLIGHTTICKET PURCHASE
ONLINE
TICKET
PURCHASE
0 3
“WHAT TO EXPECT”
DIRECTIONS
PHOTOS
“READYFORTAKEOFF?”
VIDEO(S)
SHARE LINKS
X
“TRUE OR FALSE:
THAT WASAMAZING”
REVIEWLINK
X = ONE DAYAFTER FLIGHT DATE

39. WIN BACK
WHAT WHEN
RE-ENGAGEMENT“It’s been a while.
Are we still cool?”

41. 1¢ PER VALID EMAIL

43. CROSS-SELL
WHAT WHEN
RECENT CUSTOMER
LOYAL CUSTOMER
“We know you’re
going to love this.”

45. MAKE
MODEL
YEAR
PART / PRODUCT
RECENCY
SEGMENTATION REQUIRED

46. LOYALTYACTIONINTERESTAWARENESS
TIMELYANNOUNCEMENTS
INTRODUCTIONS
TESTING & SEGMENTATION
EDUCATION & ONBOARDING
CONFIRMATION
CUSTOMER SERVICE FEEDBACK
WIN BACK
CROSS-SELL
CONFIRMATION
EDUCATION & ONBOARDING

47. “Your scientists were so preoccupied
with whether they could that they
didn’t stop to think if they should.”
- Dr. Ian Malcolm (played by Mr. Jeff Golfblum)

48. AUTOMATED EMAIL
COOL…..cool, cool, cool.
BUT HOW?

49. QUESTIONS, CONTENT & TRIGGERS
CUSTOMER SERVICE
SEARCH LEXICON
FIRST-PERSON INTERVIEWS
SITE/APPANALYTICS
TIP SHEETS &GUIDES
VIDEO RESOURCES
EVENTS
EXCLUSIVEACCESS
SUBSCRIPTION
ENVIRONMENTAL
CONTACT STATUS
ACTIVITYBASED

50. QUESTIONS, CONTENT & TRIGGERS

51. CATALYST
PASSIVE EXPLORATION
ACTIVE EXPLORATION
DECIDING
EXPERIENCING
CUSTOMER JOURNEY

52. CATALYST
PASSIVE EXPLORATION
ACTIVE EXPLORATION
DECIDING
EXPERIENCING
EVERYQUESTION & HURDLE

53. CATALYST
PASSIVE EXPLORATION
ACTIVE EXPLORATION
DECIDING
EXPERIENCING
ANSWER WITH CONTENT

54. CATALYST
PASSIVE EXPLORATION
ACTIVE EXPLORATION
DECIDING
EXPERIENCING
DATACOLLECTION TRIGGERS

55. CATALYST
PASSIVE EXPLORATION
ACTIVE EXPLORATION
DECIDING
EXPERIENCING
WORKFLOWS EMERGE

56. CREATINGAN EMAILAUTOMATION PROGRAM
Get to know the customer first.Ask, anticipate, and assist.
Gather data responsibly. Create a system to collect data easily.
Pick your tools.Assign ownership/stewardship.
Take baby steps at first.Then get maniacal.Test your mettle.
Measure everything.Test what you can. Report the essentials.
NOWYOUTRY

57. chris sietsema
480.570.1636
hello@teachtofishdigital.com
@sietsema
in/sietsema