Growing Customer Relationships with Email Marketing

Growing Customer Relationships with Email Marketing

Chris SietsemaDirector, Interactive Marketing

Off Madison Ave

Creating Relationships

• You Want To Go Where Everybody Knows Your … Interests, Wants, Needs

Source: rob.dunfrey

• An Extension of Your Unique Identity/Brand

Creating Relationships

Creating Relationships

• Delivering Value & Meaning Always

Source: procsilas

Creating Relationships

• Retention, Not Acquisition

Anatomy of an EmailFrom Name

Subject LinePre-Header

Body

Link Tracking

UnsubscribePhysical Address

Header

Using a Template

Using a Template

Using a Template

Using a Template

Email Malpractice

• CAN SPAM Clearly Defined

– Physical Address

– Unsubscribe Option

– No Deception

• Your From Name

• No Funny Subject Lines

Email Malpractice

• Image-Based Email Messages

Email Malpractice

• Image-Based Email Messages

Email Malpractice

• Dead Images

Email Malpractice

• Lack of Testing

"If you can not measure it, you can not improve it."

- Lord Kelvin

Email Malpractice

• Delivery Overload

Email Malpractice

• Why People Unsubscribe

– No Relevance

– Too Much Email from You

– Too Much Email from Everybody

Source: Marketing Sherpa

Popular Tools

How to Send

• Text & HTML

How to Send

• SPAM Filters

Source: mobilestreetlife

How to Send

• SPAM Filters– FREE!– Eliminate Debt– Satisfaction Guaranteed– Cash Bonus– Information You Requested– Meet Singles– Join Millions– While Supplies Last

Source: theakshay

How to Send

• For Every Email Client, A Filter

Source: Campaign Monitor

Testing Procedures

• Split Your List

BA

Testing Procedures

• Time of Day / Day of Week

Source: Danilo Pivato

Testing Procedures

• From Name• Subject Line• Content

– Headlines– Copy – Graphics

• Promotion• Layout

• Multivariate TestingSubject Line

Testing Procedures

From Line

Promotion

Testing Procedures

• Multivariate Testing Approach (Taguchi)

Promotion 1From Name 1Subject Line 1

Promotion 2From Name 1Subject Line 2

Promotion 2From Name 2Subject Line 1

Promotion 1From Name 2Subject Line 2

Testing Procedures

• Multivariate Testing Approach (Taguchi)

Promotion 1From Name 1Subject Line 1

Promotion 2From Name 1Subject Line 2

Promotion 2From Name 2Subject Line 1

Promotion 1From Name 2Subject Line 2

5.5% 6.5%

5.0% 7.5%

Testing Procedures

• Winner, Winner, Chicken Dinner

Promotion 1

From Name 2

Subject Line 2 9.09 Influence

63.64 Influence

27.27 Influence

Measurement

• Delivery Rate – How Many Made It?

• Open Rate – How Many Were Opened?

• Click Rate – How Many Clicked In Total? – As a % of Opens?

• Unsubscribe Rate – How Many Opted Out

Click

Revenue

Measurement

• Industry Averages• Delivery Rate – 94%• Open Rate – 22%

– 24% for Consumer Products• Click Rate – 6%

– 7.5% for Consumer Products• Unsubscribe Rate – 27%

Source: Epsilon.comSource: Nick Sayers

Key Elements

• Relationships

• Relevance

• Reporting

• Always Be Testing

@ = $$$$

Lifecycle Marketing

Lifecycle Marketing

• Short Series of Messages• Example:

1. Thanks & Welcome2. Features, Benefits, Case Studies, News3. Strong Call to Action, Promotion

• Works Well for: Big Ticket Items– Motor Vehicles, Real Estate, $ervices

Lifecycle Marketing

• If This, Then That• Example:

– If Trial, Then Purchase– If Purchase, Then You Might Also Like– If Visit, Then Come Back– If Expire, Then Renew

• Works Well for: Ecommerce, Brick & Mortar, Subscriptions

Lifecycle Marketing

• Ongoing Provision of Value• Example:

– Here’s What Is New– Attend Our Event– Specials, Coupons, Promotions

• Works Well for: All Who Can Consistently Provide Value, Relevance

• Combining Communication Tactics– Relevant, Consistent Message– Proper Timing Required

Lifecycle Marketing

TIME

@

DaysHours

Seconds

List Segmentation

• Behavior, Personas, Interests

Never Purchased

Single Purchase

RepeatPurchase

RavingFans

List Segmentation

List Segmentation

List Segmentation

Predictive ModelingDogs and Cats Living Together...

Predictive Modeling

• Two Ways to Collect Data from Email

Ask Watch

Predictive ModelingDogs and Cats Living Together...

Open RateOpen Rate

Cats

Dogs

Both

Predictive ModelingDogs and Cats Living Together...

Click RateClick Rate

Cats

Dogs

Both

Business Intelligence

Customer Database

Business Intelligence

Customer Database

• Product Purchased• Price Sensitivity• Occasion• Time/Date Stamp

Business Intelligence

Customer Database

• Content Delivered• Click Behavior• Purchase Behavior• Time Stamp

Business Intelligence

1. Customer Receives Email Message

2. Customer Visits Site3. No Action Taken by

Customer4. “Thanks for stopping

by!” message delivered 1-2 days later with offer.

Questions?

• Chris Sietsema• Director, Interactive Marketing• chris@offmadisonave.com• 480.505.4529

• linkedin.com/in/sietsema• Twitter: @sietsema• slideshare.net/sietsema