EmailUsage The number of marketing emails sent by US retailers and - PowerPoint PPT Presentation

EmailUsage The number of marketing emails sent by US retailers and wholesalers this year will hit 158 Billion and grow 63% to 258 billion in 2013 – Forrester’s US Email Marketing Volume Forecast (2008) More than 90% of internet users between 18-72 years said they send and receive email, making it the top line activity just ahead of search engines – Pew Internet & American Life Project (Feb 2009) Subscribe / sign up to email newsletters 31% (use regularly) 24%, (used not reg) 1.5% (growth) – Nielsen Internet & Technology Report 2009/2010 Email is top online activity: Email 97% (use regular) 2% (used not reg) 0.2% (growth) - Nielsen Internet & Technology Report 2009/2010

OnlineMarketing Trends - Australia Source: BRW – Australian Online Advertising Trends 2008

Tacticsused toimprove effectiveness • 38.8% are triggering e-mail marketing messages based on behaviors or events • 36.5% are personalizing messages • 28.2% are adding Forward-to-Friend links • 22.7% are leveraging transactional messaging for marketing communications. • 18.4% are providing multiple options (eg, opting out of promotional e-mails but remaining on the e-newsletter list) during the opt-out process. • 17.6% are including customer reviews • 14.1% are adding Share This links to social networks • 13.3% are adding more video-related content. Inside Retailer, May 2009

EmailWorks - Australia • 44% of email users said email inspired at least one online purchase and 41% said it prompted results to clients own database: • 66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008) • As a direct result of receiving email, 71% of respondents researched a specific offer online. - Epsilon (Oct 2008) • email marketing increases brand awareness by

Relevancy • Make e-mail marketing messages more relevant to customers • Do we have their name? • Do we personalize it? • Do we know their past purchase history? • Can we segment based on age or gender? • As soon as retailers invest in relevancy they see conversion rates rise

Usinge -mailrelevantly Relevancy Roughly 11% of the Context market (Targeted Campaigns) Quasi Personalization Roughly (Segmented Campaigns) 65% of the market Roughly Undifferentiated Identity 24% of the (Broadcast Mailings) market Source: JupiterResearch 04/05, JupiterResearch Executive Survey, 3/05, n=250 (US only)

DatabaseManagement Treat your customers the way you would like to be treated if you were the customer Build Your Database • Competitions, Refer a Friend, surveys, website, feedback, profiling personal information including complaints, payment history • Only collect data you will use Segmentation • Gender • Age • Interest • Purchasing history • Customer life time duration Database Cleansing • Keep it clean & updated • Comply with Spam Act

DatabaseManagement Tracking • How did your consumer respond to your communication? • Increased traffic to website • Transactional follow through • Behavourial patterns • Analysis • Important to conduct profitability analysis to identify: – Which customers are most profitable – Which customers are most likely to be profitable – Which prospects are most likely to become

Profiling

Segmentation

Predictivemodelling

Horsesfor Courses

Whatare thekey email marketingmetrics andhow do youmeasure them?

Keyemail marketingmetrics Further Analysis Standard Reporting � Campaign Detail • Opened � Open Detail • Delivered/undelivered � Activity Detail • Bounced(hard and soft) � Unsubscribe Detail • Bounced(r ule based) � Bounce back Detail • Unsubscribe • Clicked on link

EmailDistribution Monitoring � Manage delivery issues with ISPs and email recipients � monitor real-time delivery and bandwidth statistics � outbound domain & bounce status � client email and data activity � campaign schedules

CampaignDashboard

Reporting: Campaign Snapshot

Reporting –DrillingDeeper

Reporting –DrillingDeeper

Deliverabilityand Reputation • Deliverabilityrepresents the ability to consistentlydeliver emails to a recipients inbox with full HTML or Text functionality as indicatedby the recipientin his/her preference • Reputationrepresents the evolution of processes employedby an email sender in adheringto emailmarketing best practices

Optimisingtools Delivery Tracker • Objective3rd party trackingof whole email delivery processto the inbox DesignOptimiser • Tests the rendering,validity of HTML, links and load time for all major browsers ContentScorer • Analyses contentfor deliverabilityand potentialspam problems

Deliverytracker Total accounting of the delivery process: • percentage delivered vs discarded • percentage of your mail actually reaching the user's inbox instead of bulk or junk boxes • when and where specifically (e.g. what ISP, webmail provider) are the problems occurring.

Designoptimiser Single view to monitor what your clients will see…. � View your message in all major desktop and webmail � Validate your links and minimize load times. � Maximize “above the fold” space within preview & full message panel � Discover rendering problems AOL.com AOL 9.0 Lotus Gmail Notes Outlook MSN 2003 Hotmail /2007 Yahoo MAC Outlook And others XP

Contentscorer Content Scorer analyses your: • Sending infrastructure • Reputation • Email content • Identifies the problems that may trigger your legitimate email to be considered spam • Advise on the specific actions needed to resolve them prior to mailing your communications

Resources Email Newsletters • E-consultancy • ClickZ • Emarketer daily Industryinformation • Gartner • Forrester

BestPractice • Review the full range of options for outbound email: – Regular newsletters – Email discussion lists – 3rd party purchased lists – Viral emails • Select appropriate frequency – Newsletter – monthly, weekly or daily – Event related – e.g. product launch – Multi stage messaging – 1 day, 3 days, 10 days, 30 days after registering interest • Creative Design for your audience – Images –v- text – multi-variant testing • Subject Line Testing – Short –v- long – Offers, promotions, competitions – Product –v- discount

BestPractice (cont) • Sender Information – Can your customer recognise & trust your domain name? • Select appropriate time – day of the month, time of the day • Be relevant, brief & stand out from the crowd – create a little curiosity, give them a good email headline • Call to Action – Don’t forget you’re asking your customer to do something, make sure they know what that is • Campaign Support - Website, call centre,

IndustryAverages

TheSpam actand the emarketingcode of practice

Exercise:How welldo youknow theSPAM act? (Orstaying outof troublein nine easyquestions)

Q1. You send an email to an individual without their consent and, following a complaint by them, you receive an infringement notice. What size penalty per infringement could you expect? $550 $1,100 $1,550 $2,200 $3,500 If the customer took you to court and you lost the case what size fine could you expect? $1,550 $2,200 $3,500 $7,500 $11,000 What is the maximum daily fine you could receive? $50,000 $100,000 $250,000 $550,000 $1,100,000

Q2. Consider the following statements used to obtain consent from subscribers: a) “By supplying your email address or mobile phone number you are agreeing that x company can use it to keep you informed about future products & services.” b) “x company would like to contact you by email or SMS to keep you informed about future products & services. Please tick the box if you would like to receive this information.” Which one is “Express consent” and which one is called “Conditional consent”? a: - CONDITIONAL b: EXPRESS . NEITHER Which one gives you the greater degree of permission? When you use the second consent statement (b) are you allowed to present the subscriber with a pre-ticked box? NO 1.WHERE YOU HAVE AN ON-GOING EXISTING BUSINESS RELATIONSHIP WITH AN INDIVIDUAL What is inferred or implied consent? 2. THE CONSPICUOUS PUBLICATION OF A WORK-RELATED ELECTRONIC ADDRESS.

Q3. A customer phones you and complains they have received promotional emails from your organisation without their consent and demands to know when and how you obtained their consent. Are you required by law to give them proof of how and when you obtained YES their permission?

Q4. � Another company you work with runs a competition. Competition entrants provide their email addresses when entering the competition. The manager of the company offers you the email addresses for a promotion you are running. Under what circumstances are you allowed to use the email addresses? ONLY IF THE COMPETITION ENTRANT GAVE THEIR CONSENT TO PASS ON THE EMAIL TO 3 RD PARTIES FOR THEIR OWN MARKETING COMMUNICATIONS – YOU CAN USE IT.