BlueHornet Presentation to San Diego AMA
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Transcript of BlueHornet Presentation to San Diego AMA
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Helping b2b and b2c companies maximize their use of email, social and mobile strategies to increase revenue and extend customer lifetime value.
Ryan PhelanVice President, Strategic ServicesBlueHornet
@ryanpphelan
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Thinkpast keynotespast conferencesyour programyour goalsyour challengesyour customer
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1,000 CONSUMERS
• U.S. Based Consumers• 77% own a smartphone• Selected ages between 18 and 45• 79% were employed• Diverse ethnic mix• 77% earned $35,000+• 35% live in urban area; 65% in
suburb
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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• See the results of our survey
• Listen to what consumers really think about email
• Learn from Ryan on actionable strategies
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for
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• Incorporate preference centers into your welcome process
• Don’t take advantage of the trust
• Test pricing and discount strategies in your emails
• Test calls to action between “Learn More” and “Buy Now”
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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75% of consumers expect to receive a welcome email
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• Make sure that you have a welcome email sent instantly after registration
• During registration, test asking what they want out of the relationship
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t bombard the consumer
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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69% of consumers delete emails that don’t look good on a mobile device
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• Don’t be lazy marketers, optimize your emails for mobile devices
• Use effective subject lines and pre-header text to assist in the “triage”
• Use segmentation to group mobile users from desktop users and track performance
• Over half of respondents triage email
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© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Relevance and Frequency continue to be the primary reasons for Unsubscribe
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• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• Think strategically first, tactically second about your email program
• Make sure your emails provide value
• Use segmentation to send engaged groups emails – utilize Win-Back Programs
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• Think strategically first, tactically second about your email program
• Make sure that you have a welcome email sent instantly after registration
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t be lazy marketers - optimize your emails for mobile devices
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There are real people getting your emails – don’t forget that
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