Email aquisition marketing

Email Acquisition Marketing | Roadmap to Success

Email Acquisition Marketing

Roadmap to Success


Presented By

STEVEN RAOCEO – Telematch, Inc. (DBA Relevate)


What We Will Cover

Benefits of email marketing

Why Exact Target, Marketo, and Constant Contact will not let you run acquisition campaigns… hint: it's not because of CAN-SPAM

The difference between CRM/customer and acquisition e-mail marketing

Roadmap to Success


Why Email Marketing?

More frequent/timely communication at substantially lower cost

Speed of execution Feedback Loop Faster test cycles lead to

quicker campaign optimization Your message is delivered to

the right person at the right time

ROI IT WORKS

Customer acquisition via email has quadrupled over the last 4 years.


MarketingSherpa survey found 92% of the marketing leaders surveyed felt email either produces, or will produce, positive ROI.

5

60%

32%

4% 3%

Email is producing a ROI.

Email marketing will eventually produce a ROI.

Email marketing is unlikely to produce a ROI.

Other



StrongMail’s 2013 Email Marketing Trend Survey on budget allocation found CMO’s allocating more budget to email marketing than any other channel.

Others

Public Relations

Direct Mail

Trade Show/Events

Advertising

Search/SEO

Mobile

Social Media

Email Marketing

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%

% of Responders



What Is the Difference Between CRM/Customer and Acquisition E-mail Marketing?


Answer…CRM / Customer Email Marketing: Sending emails to current customers, or to those who have opted-in to receive emails from you. Think ExactTarget, Marketo, Eloqua, ConstantContact, etc.

Acquisition E-mail Marketing: Sending emails to prospects and leads who have opted-in through other channels, but not for your specific offer or company.

SO WHAT???


Can’t I Just Run My Own Acquisition Campaigns Through My Existing Service?“Our clients certify that they will use our software only to send emails to customers and prospects that have directly consented (opted-in) to receive email. They are forbidden to transmit unsolicited commercial email (spam) via our system.” ExactTarget’s Policy


CAN-SPAM Clearly identify the sender in the From Line

and header information. Use a subject line that accurately

represents the content of the mess Identify the message as an advertisement,

unless the recipient has previously opted in to receive emails from you

Include the physical mailing address that corresponds to the sender in the From Line

Provide a mechanism to opt out. You cannot require a subscriber to log in or visit more than a single page to unsubscribe.

Honor opt-out requests promptly. You must process an unsubscribe request within 10 days, and your unsubscribe mechanism must be operational for at least 30 days after the mailing.


Important Points About Open and Click-Thru Rates and How to Maximize

Open rates are artificially low – text only doesn’t get recorded Ratio of positive engagement to negative (positive = open and

click negative = spam and opt-out) Bad engagement will lead to bad, good to good – circular 3 to 1 ratio for clicks to complaints ISPs – monitor senders and campaigns and will route to junk mail

or bounce/block the email it engagement is not acceptable Test and learn process (don’t get discouraged)


Roadmap to Success

Campaign Strategy Define Success Metrics Target Audience Clean Data Engaging Creative Expert Deployment Analysis & Tuning


Roadmap to Success


Campaign Strategy What are we doing? Build the Business Case Creative Testing Targeting - Who is going to

click and why? What company can help

me?


Roadmap to Success


How to Measure SuccessTypical email campaign reports

Number of emails delivered and %

Number of emails opened and % Number of emails clicked and % Opt-outs and complaint %

With acquisition, you need to be a bit more precise and analytical

Calculate an ROI / REFINE Landing page / destination views Engagement- who, when, what

and why Purchases!


How to Measure Success

Daily Response Deliverability and

Response Trend Link Engagement Evaluate across

campaigns


Click-Thru Rate Interval 0.50%Open Rate Interval 0.25%

Contribution Margin

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 5.5%0.00% ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) (90,000) 0.25% ($90,000) ($87,539) ($85,078) ($82,617) ($80,156) ($77,695) ($75,234) ($72,773) ($70,313) ($67,852) ($65,391) (62,930) 0.50% ($90,000) ($85,078) ($80,156) ($75,234) ($70,313) ($65,391) ($60,469) ($55,547) ($50,625) ($45,703) ($40,781) (35,859) 0.75% ($90,000) ($82,617) ($75,234) ($67,852) ($60,469) ($53,086) ($45,703) ($38,320) ($30,938) ($23,555) ($16,172) (8,789) 1.00% ($90,000) ($80,156) ($70,313) ($60,469) ($50,625) ($40,781) ($30,938) ($21,094) ($11,250) ($1,406) $8,438 18,281 1.25% ($90,000) ($77,695) ($65,391) ($53,086) ($40,781) ($28,477) ($16,172) ($3,867) $8,438 $20,742 $33,047 45,352 1.50% ($90,000) ($75,234) ($60,469) ($45,703) ($30,938) ($16,172) ($1,406) $13,359 $28,125 $42,891 $57,656 72,422 1.75% ($90,000) ($72,773) ($55,547) ($38,320) ($21,094) ($3,867) $13,359 $30,586 $47,813 $65,039 $82,266 99,492 2.00% ($90,000) ($70,313) ($50,625) ($30,938) ($11,250) $8,438 $28,125 $47,813 $67,500 $87,188 $106,875 126,563 2.25% ($90,000) ($67,852) ($45,703) ($23,555) ($1,406) $20,742 $42,891 $65,039 $87,188 $109,336 $131,484 153,633 2.50% ($90,000) ($65,391) ($40,781) ($16,172) $8,438 $33,047 $57,656 $82,266 $106,875 $131,484 $156,094 180,703 2.75% ($90,000) ($62,930) ($35,859) ($8,789) $18,281 $45,352 $72,422 $99,492 $126,563 $153,633 $180,703 207,773 3.00% ($90,000) ($60,469) ($30,938) ($1,406) $28,125 $57,656 $87,188 $116,719 $146,250 $175,781 $205,313 234,844 3.25% ($90,000) ($58,008) ($26,016) $5,977 $37,969 $69,961 $101,953 $133,945 $165,938 $197,930 $229,922 261,914 3.50% ($90,000) ($55,547) ($21,094) $13,359 $47,813 $82,266 $116,719 $151,172 $185,625 $220,078 $254,531 288,984 3.75% ($90,000) ($53,086) ($16,172) $20,742 $57,656 $94,570 $131,484 $168,398 $205,313 $242,227 $279,141 316,055 4.00% ($90,000) ($50,625) ($11,250) $28,125 $67,500 $106,875 $146,250 $185,625 $225,000 $264,375 $303,750 343,125 4.25% ($90,000) ($48,164) ($6,328) $35,508 $77,344 $119,180 $161,016 $202,852 $244,688 $286,523 $328,359 370,195 4.50% ($90,000) ($45,703) ($1,406) $42,891 $87,188 $131,484 $175,781 $220,078 $264,375 $308,672 $352,969 397,266 4.75% ($90,000) ($43,242) $3,516 $50,273 $97,031 $143,789 $190,547 $237,305 $284,063 $330,820 $377,578 424,336 5.00% ($90,000) ($40,781) $8,438 $57,656 $106,875 $156,094 $205,313 $254,531 $303,750 $352,969 $402,188 451,406 5.25% ($90,000) ($38,320) $13,359 $65,039 $116,719 $168,398 $220,078 $271,758 $323,438 $375,117 $426,797 478,477 5.50% ($90,000) ($35,859) $18,281 $72,422 $126,563 $180,703 $234,844 $288,984 $343,125 $397,266 $451,406 505,547 5.75% ($90,000) ($33,398) $23,203 $79,805 $136,406 $193,008 $249,609 $306,211 $362,813 $419,414 $476,016 532,617 6.00% ($90,000) ($30,938) $28,125 $87,188 $146,250 $205,313 $264,375 $323,438 $382,500 $441,563 $500,625 559,688 6.25% ($90,000) ($28,477) $33,047 $94,570 $156,094 $217,617 $279,141 $340,664 $402,188 $463,711 $525,234 586,758 6.50% ($90,000) ($26,016) $37,969 $101,953 $165,938 $229,922 $293,906 $357,891 $421,875 $485,859 $549,844 613,828 6.75% ($90,000) ($23,555) $42,891 $109,336 $175,781 $242,227 $308,672 $375,117 $441,563 $508,008 $574,453 640,898 7.00% ($90,000) ($21,094) $47,813 $116,719 $185,625 $254,531 $323,438 $392,344 $461,250 $530,156 $599,063 667,969 7.25% ($90,000) ($18,633) $52,734 $124,102 $195,469 $266,836 $338,203 $409,570 $480,938 $552,305 $623,672 695,039 7.50% ($90,000) ($16,172) $57,656 $131,484 $205,313 $279,141 $352,969 $426,797 $500,625 $574,453 $648,281 722,109

Op

en R

ate

(%)

Click-Thru Rate (CTR)

Where are you Profitable?


Roadmap to Success


Know Your Audience To Ensure Success

Ask your provider to profile how some of your “best” customers index against some key demos like age, gender, income, family status, ethnicity and then use that information to drive initial audience selection

Match the offer to the audience We may recommend selecting a few target

audiences including: Geoselects e.g. Zip radius; Marketing Triggers e.g. new movers, “in-

the market” Demo Selects e.g. age, income, wealth

etc. Affinities, behavioral, and prefer e.g.

sports enthusiasts, online buyer


The Result


Roadmap to Success


Clean and Current Data Email Validation

Checks/fixes syntaxRemoved fraudulent addressesValidates the email with the various ISP to insure

it’s deliveryBrings the emails to ~95-97% deliverable Screen for SPAM traps and honeypotsDo this as close to deployment as possible (24-48

hours) Avoid complainers (those that click Spam) as a few (less

than .2%) may derail your campaign Make sure the e-mail address has a heart beat


Roadmap to Success


Engaging CreativeYour Email Creative can be broken down into:

From Line - 1 Subject Line - 2 Body

Above the Fold - 3 Offer/Call-to-Action - 4 Below the Fold - 5

Landing Page


From and Subject Lines

From or Friendly From Line is the name that appears to the recipient Use your brand or the company name whichever is most

identifiable to the recipients

Compelling subject lines from Recognized/Trusted Senders get Opens Avoid: Free, Click here, Save, Cash, Bonus, Credit, Earn,

Extra Compelling, call to action phrases (e.g. Invitation) Be careful with length (ideally less than 40 and don’t

exceed 70) Personalized and specific


Body of Creative

Use the real estate wisely (above the fold) Copy should be compelling (e.g. invitation), not

Spammy (e.g. Free) Images

Alt Tags - Size / Resolution – LayoutRatio of text to images (80/20 rule)Text version vs. image defaults and size

Mobile friendly – recent studies indicate that between 55-65% of email is first seen on mobile devices

Spam score your creative


Creative Optimization


Optimize Engagement


Creative TestingAnalyze and test your creative before deploying

Spam Scoring Inbox Testing

… and use split testing to maximize engagement

Creative testing Subject line testing Format testing


Roadmap to Success


Delivery

4 things can happen to an email that is sent:

Hard BounceRecipient email address does not existDomain name does not existRecipient email server has completely blocked delivery

Soft BounceMailbox is full Recipient email server is down or offlineEmail message is too large ISP filter has blocked it

Delivered to Junk Mail

Delivered to Inbox


Delivery Best Practices DON’T use your primary company domain to send acquisition emails When sending large volume campaigns

Use multiple creative for every 1mm records This modifies creative “footprint” of the message and prevents ISP

filtering which results in improved delivery rate Throttle the delivery speed of large campaigns over a few hours so that

large volumes don’t hit the ISPs at one time Be ready, willing and able to modify your sending strategy

(message/subject lines/volume) as results from just deployed campaigns become evident

Protect sending reputation and system infrastructure through full compliance with legally required email practices Remedy complaints as quickly as possible Meet or exceed all aspects of CAN-SPAM compliance Cleanse lists of opt-outs and hard bounces immediately and provide

information back to clients to do the same Only send legitimate offers


Key Challenges Acquisition email is egalitarian and

is driven by how the public reacts and responds or not to your request for permission to communicate.

Planning and pre deployment preparation is essential and requires time and expertise

Analyze and Optimize for Engagement

Throttling and cadence is critical to insure the right pace and pattern of send to avoid getting blocked by ISPs or pushed to Spam/Junk Email folders

DON’T BLAST!


Roadmap to Success


Review the Results and Get Better

Who clicked? What did they click on? When did they click? How often did they click? Did they complete a

transaction / action? Did you see an increase in

complaint rates? What’s your engagement

ratio?


Analyze and Improve

CASE STUDY – MAJOR MOVIE CO. In this example we were able to

double the open rates over a series of campaigns over just 45 days

More frequent but smaller deployments with longer delivery periods

Different creative versions Stronger Call to Action Better Placement of the Call to

Action Sent higher % of deployment

records to creative versions that had better positive engagement

Filtered emails that were “likely to complain”

OPEN RATES - TREND


Roadmap to Success

Campaign Strategy Define Success Metrics Target Audience Clean Data Engaging Creative Expert Deployment Analysis & Tuning


Questions?


THANK YOU ANDPLEASE STAY IN TOUCH!

Email us at [email protected] or call 800-523-7346

Email aquisition marketing

Marketing

Transcript of Email aquisition marketing