ad:tech - The State of Email 2012

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With so many communications channels in place for reaching today’s customers, it’s important to focus your email efforts with better targeted, segmented smaller sends that are relevant and personalized to your audience. Whether you’re a small shop or a major brand, how do you get the most out of your email efforts? Email must become more relevant to the right audience as content-quality tools are making it imperative that you segment your lists. But where do you start? Are you optimizing your messages for mobile delivery? Are you using email automation tools to trigger those messages that nurture leads? Join our Email Marketing Master, Drew Bailey of FedEx Services as he shares where email is headed in 2012 and invites marketers to share case studies that examine key factors such as quality content, automation and deliverability that brands need to master to be successful.Key Takeaways:- Discover how to send trigger email messages to follow up on an inquiry, send timed promotions and upsell a customer- Hear from real-world case studies to gain best practices for your email marketing efforts- Understand how users interact with the inbox to maximize your delivery rates

Transcript of ad:tech - The State of Email 2012

  • 1.The State of Email 2012Kate Pietrelli, Marketing Director at World Golf TourKara Trivunovic, Global Director, Strategy and Marketing Innovation at StrongMail

2. Brief Introductions World Golf Tour is the largest online golfproperty in the world Over 2M unique and 5M monthly visits on Web and Facebook games The most engaged sports audience onthe web Over 35 minutes average time on site 54% of active players play over 5 hours per month Audience is male sports fans 98% male, 67% married, 74% college- educated, 44 median age Kate Pietrelli Attractive online advertising and sponsorship platformMarketing Director [email protected] Player engagement relies heavily onemail [email protected] Over 7M monthly emails, using StrongMail since 2011 50% daily transactional emails & 50% weekly marketing emails 3. Brief Introductions A leading provider of online marketingsolutions for email and social media,catering to mid-large size enterprises. Message Studio provides seamlessKara Trivunovic integration to data and applicationsGlobal Director, Strategy and Social products enable marketers to Marketing Innovation launch direct response campaigns [email protected] key influencers and b[email protected] Agency services organization partneringwith client to achieve greater success 4. LIFECYCLE MARKETING DEFINED:The ability to reach the right person,with the right message at the right time throughmarketing automation. 5. Analysts Are Driving Brands to Adopt Lifecycle MarketingThrough 2014, marketing organizations that utilize inbound and event-triggered techniques will see a 600% higher response rate, comparedwith traditional outbound campaigns.- Top Seven CRM Marketing Processes for 2011, Analyst: Kimberly Collins This relevant email messaging works IHGs dynamically triggered pre- stay email averages a 50% open rate and a 20% click-through rate. - Case Study: InterContinental Hotels Group Consolidates Email And Data Management, Analyst: Shar Van Boskirk Borders implemented a triggered series of welcome messages with time-based discounts that encouraged a trip back to the offline stores; this increased the transactional value of email subscribers to 38% higher than non-email subscribers.European Practice- European Email Marketing In 2011, Analyst: Lucilla DeSarlo Marketing automation can streamline email marketing efforts and methodically grow customer lifetime revenue, permitting companies to free up their sales and marketing teams to focus on new business. - Customer Lifecycle Email Campaigns See Better Engagement, June 30, 2011 6. StrongMail Customer Success StoriesTravelocitys Low Fare Alert generates conversions thatare 300% - 400% higher than other conversion programs.FootSmart generates an incremental $750K annually fromone right-time email stream. (Cart Abandonment)InterContinental Hotels Group has increased annualrevenue by 16% since migrating their email programs to acustomer-centric, right-time strategy. Gamers First doubled their customer base in the first year of using StrongMail for lifecycle email marketing. 7. BUSINESS GOAL:Engage, re-engage and re-activate players atcritical touch points throughout the customerlifecycle 8. Dead on Arrival CampaignGoal: Targeted emails to brand newbut inactive players(aka, Dead on Arrival)Approach: Segment audience Test messagingTakeaways: Dont accept dead for ananswer Identify key factors in initialengagement issues 9. Engagement CampaignGoal: Targeted series of emails to newplayers in first 30 daysApproach: Test messaging and timingTakeaways: Critical time to re-engage players Always be testing 10. Winback CampaignGoal: Re-activate players after 3-6 monthsApproach: Segment audience Test messaging and offersTakeaways: Offer high engagement incentives Measure ROI