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• [email protected]• 480.505.4529
• linkedin.com/in/sietsema• Twitter: @sietsema• slideshare.net/sietsema
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