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Email marketing has been successful year after year due to its results and scalability. In this session affiliates will learn agency tips on how to target, segment, control and test brand offers.Experience level: IntermediateTarget audience: Affiliates/PublishersNiche/vertical: Email MarketingMegan Conahan, VP of Advertising Sales, Direct Agents
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Agenda Experience The Power of Email Why is Email Marketing so successful? Email Marketing: The Numbers Benefits of Email Marketing Case Studies Why affiliates should target brands What are advertisers looking for in affiliates Best Practices
Direct Agents is a full service performance-based interactive advertising agency
Established in 2003, we have over 8 years of experience in online advertisingWe are a leading email marketing agencyWe currently partner with over 200 top tier email list managers We provide global coverage for our clients
Our Clients include:
Experience
The Power of Email
8.3% of time online is spent on email(Nielsen, August 2010)
71% percent of respondents to a Merkle study spent 20 minutes or more weekly on email(Merkle, Fall 2009)
There are an estimated 2.9 billion email accounts in 2010, and it is expected to rise to over 3.8 billion by 2014
• (The Radicati Group, April 2010)
Why is Email Marketing so successful?
Cost effective mediumQuick turnaround timeDirect mass interactionAbility to send an
individual dedicated message
ScalabilityGreen Option “Banner Blindness”
Email Marketing: Not Intrusive
According to Global Market Research Firm IDC(marketresearch.com), the following are the top five
most intrusive forms of online advertising:
1. Display in social media2. Expandable banners3. Interstitials4. Video5. Rollover Banners
Email Marketing: Passes the Marketing Funnel Test
Email Marketing: The Numbers
Total money spent on email marketing has increased from $885 million in 2005 to about $1.1 billion in 2010.
(SEO Tips 247, September 2010)
Pricing Options for Email Marketing
CPA (cost per action) vs.
CPM (cost per thousand)
The Benefits of Email Marketing
Allows targeting Immediate analyticsGlue for other online advertisingAbility to test marketing message and
receive instant results Lost costs
The Benefits of Email Marketing
Email Marketing can be successful for all different types of verticals including:AutomotiveConsumer Goods and ServicesEducationFinance InsuranceRetail
Case Studies
Case Study: Goal: To grow AccuQuote’s online
distribution and encourage consumers to purchase life insurance.
Approach: Direct Agents executed a series of targeted email drops to lists that were aimed at the following demographics:
Ages 30-65 Married with children
Homeowners
Annual Household
income over $75,000
Result: Within two months of the campaign launch
the monthly lead volume grew to over 1000 new policy applicants.
The lead quality was very strong with a high percentage of leads consistently converting into new confirmed policies.
Case Study:
Case Study:
Goal: To help Samsung reach and acquire new customers and help them promote, educate and sell new Samsung products.
Approach: Direct Agents worked with email lists that targeted the brand’s core demographics including males, ages 25-45, and tech savvy.
Result: Samsung received a strong response rate from the emails deployed.
Case Study:
Goal: Disney was looking to increase website traffic and increased paid subscribers to their Disney Digital Books service.
Approach: Direct Agents utilized their relationships with top tier email list managers to deliver Disney’s marketing message to parents and grandparents.
Case Study:
Result: Disney received a significant increase in
traffic to the Disney Digital Books website. A significant number of visitors who went
to the website because of the email became subscribers.
Case Study:
Goal: Expand and grow American Home Shield’s customer base.
Approach: Direct Agents used prospect email marketing to target current homeowners and people looking to move and people who have just moved.
Result: American Home Shield received high conversion rates for their emails. As a result, Direct Agents expanded American Home Shield’s online marketing with lead generation and display advertising.
Why should affiliates target brands?
Working with brand advertisers is a huge opportunity for affiliates to:
Make moneyReceive higher response to the offerAdd value to your listReduce the risk of burning out your list Increase delivery of your messages
What are Advertisers Looking for when it comes to email partners?
TargetingTesting
ExecutionFeedback
Targeting
The more you are able to segment your lists the more attractive it becomes to advertisers.
Geographic- Country, State, Zip, DMA Demographic- Age, Gender, Marital Status,
Occupation, Education Level Financial- HHI, Expendable Income, Home Value Behavioral- Interests and Affinities Business Data- Size, Type, Decision Makers,
Industry
Testing
Frequently asked for testing includes: A/B testing Subject line testing Creative and link testing
Make sure to use the right creative with the proper subject
line!
Execution and Feedback
Timing is everything!Offers can be time sensitive
Providing feedback on how the email performed is crucial for advertisers.
Going the extra mile pays off in the long run!
# 1 Complaint amongst email receivers is
Frequency!
Make sure not to overlap your offers or mail out the same message to the same receiver multiple times in a short amount of time
Best Practices
Obey CAN-SPAM regulations Build relationshipsTake the time to understand how each
advertiser works/how each affiliate works
Maintain open communication
Best Practices
Thank you for your time.
Megan Conahan, VP of Advertising SalesDirect Agents
[email protected] x 106
Don’t forget: You can
copy-paste this slide into other
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Don’t forget: You can
copy-paste this slide into other
presentations, and move or resize the
poll.