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1、Email 2009:Trends and Solutions in a Tough Economy,AMA Reno-Tahoe Chapter Luncheon,Loren McDonaldVP,Industry RelationsSilverpop,Obama Inauguration Speech,The question we ask today is not whether our government is too big or too small,but whether it works-whether it helps families find jobs at a dece
2、nt wage,care they can afford,a retirement that is dignified.Where the answer is yes,we intend to move forward.Where the answer is no,programs will end.,Email Change Begins Today!,The question we ask today is not whether our list is too big or too small,but whether it delivers-whether it helps your c
3、ompany increase revenue at a decent cost and retain customers.Where the answer is yes,we intend to increase our spend.Where the answer is no,marketing programs will end.,There are many challenges,but YOU can build a better email marketing program!,Trends Shaping Email in 2009,7 Key Trends Affecting
4、Email Marketing in 2009,Beyond Customer Control to Customer ExpectationsChannel Explosion and Consumer PreferencesThe Email Volume OverloadCustomer Churn and InactivityMost Prospects Are Long TermConsumer Adoption of Multiple Email“Devices”Growth of Social Networks and Social Media,1.Beyond Customer
5、 Control to Customer Expectation The Amazon Effect,Choose if They Want to Opt-in,Determine If,When,/Where,What,How They Read,If,What,When/Where,How,Determine If/When to Change Their Preferences,Email Address Format Frequency Which Emails,When to Report as Spam,When Theyd Prefer Another Channel,C,And
6、 When They Want the Relationship to End,and now SUPER EXPECTATIONS,Your Competitors Are Creating Great Expectations,“Spray-N-Pray”,“Batch-N-Blast”Low Relevancy=Goodbye,NO,Frequency is outBehavior is inLifecycleTriggerClick Stream,Move to Behavior-Based Programs,Cataloger shifted to behavior-based se
7、ries after key purchase:Warranty Accessories Related products,Control&Expectations=Potential for More Engagement,Embrace subscriber power Enable users to design and controlthe communications“My Email”is powerful concept,2.Channel Explosion and Consumer Preferences,Communications/Marketing Channel Ex
8、plosion=Choices and Preferences,To 1990NewspapersDirect MailTelephoneRadioTVFaxMobile Phones,1990-2000InternetEmailInstant MessagingSearch,2000-2008 Webinars/WebcastsRSS feedsBlogsPodcastsSocial NetworksSMSVideo Sharing(YouTube)Mobile ApplicationsTwitter,When was the last timeany of you rode your sk
9、ateboard to work?,Monthly Text Messages Daughter 700+Dad 20-,Changing Demographics,Facebook generation(18-24)=10%of U.S.,Text Generation is About to Hit the Workforce,72%of U.S.populationwill be 20+in 2010,But Newspaper Generation Still Rules,And Email Still Rocks for Business Communications,Shifts-
10、Not The End of Email,Demographics and channel preferences will cause some shifts in emailFlight alertsPhone EmailEmail TextAgain,preference centers are KEY!,3.The Email Volume Overload,Whats the Total Impact of Frequency,5 times per month,12 times per month,Revenue Churn Reputation.,Retailer Case St
11、udy Increased Frequency,Unsubscribes and spam complaints went through the roof,Financial Impact of Increased Mailings,4.Your List Is Shrinking&Going Inactive,List Churn and Inactives The Good and Bad News,The bad newsA typical list will lose 1/3 of its members each yearBounces+spam complaints+unsubs
12、cribes=2-4%/month25%to 80%of your list is inactiveSubscriber has not opened or clicked in specific time frame(e.g.,6,12 months+),The good newsChurn can be reducedSome inactives can be reengagedYou control most of your destiny,Engage and DelightEvery Step of the Way,DatingBuild trust with transparenc
13、yPreferences on opt-inEngagementWelcome programsBring the flowersMarriageDeliver on expectationsPreference updatesMove to lifecycle,trigger and behavioral-based programsDivorceProvide alternatives to unsubscribing,Enable PreferencesManage Expectations,Get Them Started Right Away,Welcome Email Reiter
14、ates value proposition Communicates when first email should be expected Offers opportunity to start getting engaged with the brand,Win Inactive Subscribers Back,Update their preferencesSurvey subscribers their interestsTry a new approach to your subject linesBest of content/offersBehavior-based emai
15、ls,Why Recipients Unsubscribe,Too Frequent Irrelevant Content/Offers,Make Unsubscribing&Staying Easy,Missing:Frequency Option RSS or catalogue option Contact info.,5.Most of Your Prospects Are Long Term The Unconverted Majority,B2B:70%of Leads are Long-Term Opportunities,82.5%are ready to buy or wil
16、l buy70%are long-term opportunities Marketing Territory,An estimated 70-90%of leads generated by marketing are never followed-up with by sales,Source:MarketingSherpa,B2B Email Drip Programs Nurtures Prospects,Email 1,Telesales,Email 2,Direct Mail,Email 3,Telesales,Day 1,Day 8,Day 12,Day 14,Day 2,Dri
17、ps:CTRs of 3X,PPC:95%+Dont Convert Immediately,If avg.PPC conversion rateis 2%-5%-what happens to the other 95%+?,Most Common Mistake:No Easy and Obvious Sign Up,6.Your Emails Are Being Viewed in a Growing Number of Environments,Web Browser,PC client,Mobile Client,Same Email May Be Read In Multiple
18、Environments,Social Network,RSS Feed,Web Version,An Email in Every Pocket,Global mobile market subscriber base reached 3.25 billion in July 07 Current world population is 6.7 billion,Sources:The Mobile World,June 07;The Yankee Group;IDC,Gartner,Canalys 2006,BlackBerry Email&Browser Experience,Browse
19、r VersionBlackBerry Browser,Email VersionBlackBerry IS installed email client,Original Email,7.Email Becomes“Social”The New Forward to a Friend,Evolution of Viral Email,Recipient Taken to Social Site,Email Subject line becomes“Title”and“Mailing Notes”become the Meta teaser-text to be displayed.,Emai
20、l recipient can add their own comments or endorsements,Users can select a thumbnail from some of the images in email,or opt to not include a picture,Friends Are Notified in Their“News Feed”,Whit Lanier posted a link:,Downtown Atlanta Restaurant Week“This Looks Like a lot of fun”No tickets and no cou
21、pons!During Downtown Atlanta Restaurant Week,simply make a reservation,show up,and ask your server for the Restaurant Week 3-course prix-fixe menuhttp:/,11%of the message clicks were on the social share buttonsGenerated an additional 1,250“new”opens.Assuming that each sharer had 100 friends,we estim
22、ate the summary was viewed an additional 61,000 times.,Share to Social in Action,Do Your Emails Need Ketchup?,Ketchup can make almost any food edible,or even pretty tasty!,DISCOUNTS!,are Ketchup!,Messages tailored to individual recipients based on their demographics or behavior,Are your emails perso
23、nalized?,2.A welcome program that sets expectations and creates value for new subscribers out of the gate and confirms that their decision to opt in to your email program was a good one.,3.Creative subject lines that motivate people to take the action they(and you)want,not just open the email,VSL/Se
24、e a fantastic sixties rock movie youve never heard of,VSL/The best classroom drama since The Breakfast Club,Best Buys on Ready to Assemble Furniture(Crate&Barrel)Announcing the January White Sale(Kirkwood Mountain Resort),Intriguing,OK,and so.,Cross-Platform Design Tips,4.Emails designed to render w
25、ell on multiple environments and platformsPC,Web and mobile,5.Creative and compelling copy that motivates people to want to know more and act,6.A competitively positioned email program,which serves a clear need to recipients relative to your competitors offerings.,7.Emails with genuine personality t
26、hat provide a reason for subscribers to anticipate your next message,8.Emails designed from a user perspective,making it easy for subscribers to find the information and links they need to take the action they want,anything from changing their preferences to buying your latest widget.,Email navigati
27、on is not the same as Web site navigation But should not be inconsistent with Web site,Key Takeaways,Embrace Customer PowerDeploy preference centers-Enable them to shape their own experienceFocus on Converting Long-Term ProspectsOptimize Landing Pages;Deploy Drip,Trigger,Behavior-Based CampaignsFocu
28、s on Relevance,Not FrequencyMinimize List Churn and InactivesUse welcome programsCreate unsubscribe/preference centersImplement reengagement programsDesign for Multiple DevicesDive into the Social World,Q&A,Follow MeColumnistMedia Post-Email InsiderMarketingProfs GetToThePointBlogsSilverpop-TalesNewslettersDigital Marketer,Contact:Facebook Loren Todd McDonaldTwitter LorenMcD,
