Create Blockbuster Content Marketing - CMWorld 2015 Infographic
I Want My $28! Rockin' Email Marketing ROI CMWorld
Transcript of I Want My $28! Rockin' Email Marketing ROI CMWorld
I Want My $28! Rockin’ Email Marketing ROI
Jessica Best
Digital Marketing Evangelist, emfluence
@bestofjess or @emfluence
@bestofjess • #CMWorld
The Direct Marketing Association reports that for every $1
invested, email marketing, on average, earns $28 in return.
Email Marketing Return On Investment (ROI)
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To increase ROI, we can:
increase revenue, or
decrease expenses
Email Marketing Return On Investment (ROI)
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Campaign List Size Expenses Revenues ROI
Free Shipping offer 100,000 $1450 $31,245 $20.55
Free Product w/Purchase 100,000 $1450 $24,996 $16.24
New Customer Bounce Back 1,000 $85 $3,513 $40.33
ROI =
3 WAYS TO GUARANTEE BETTER ROI
① Improve Inbox Placement
② Re-engage or Trim Inactives
③ Trying & Testing Ideas that ROCK
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THE DIRTY LITTLE SECRET OF EMAIL MARKETING IS THAT
15% OF YOUR EMAIL NEVER MAKES IT TO THE INBOX
Jessica Best@bestofjess
@bestofjess • #CMWorld
Source: ReturnPath, 2014
15% of Email Marketing Doesn’t Make the Inbox
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Australia Brazil Canada
Spain U.K. United States France Germany Italy
Inbox Spam Missing
What if you made it through to the Inbox…?
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Potential Openers
18%+increase in response
Improve Deliverability
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Sent Opens Open % Clicks Click % Expenses Revenues ROI
Before 100,000 20,000 20% 5,000 5.0% $1450 $35,000 $23.14
After 100,000 23,500 24% 5,800 5.9% $1450 $41,175 $27.40
DELIVERABILITY = TECHNOLOGY + YOU
① What your email platform should do for you
② What YOU can do to improve
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What your email platform should do for you:
Throttled sending
Built-in CAN-SPAM compliant address
Automated/immediate unsubscribe handling
Feedback loop subscription & complaint handling
Optional:
Certified Sender Status (paid)
Deliverability = Technology + YOU
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What YOU can do for you:
Create good content
Maintain a clean, permission-based email list
Deliverability = Technology + YOU
@bestofjess • #CMWorld
Deliverability = Create Good Content
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IMAGES TEXT
(HTML CODE)
Balance of text:image
(or 500+ characters of text)
Watch your language
Go easy on symbols and
using ALL CAPS
Use clean, email-friendly
HTML code and design
THE EMAIL MARKETING DUCK TEST: IF IT LOOKS LIKE SPAM
AND QUACKS LIKE SPAM… YOU’RE PROBABLY SPAM.
Jessica Best@bestofjess
@bestofjess • #CMWorld
Up to 33% of your List
can turnover each year. (Source: MarketingSherpa)
Re-engagement Campaigns
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Lost Year 1
Lost Year 2
Lost Year 3
Lost Year 4
Lost Year 5
13.5% remains after
5 years
UP TO 40% OF YOUR EMAIL LIST HASN’T OPENED,
CLICKED OR PURCHASED IN OVER A YEAR.
Jessica Best@bestofjess
@bestofjess • #CMWorld
Keep those that re-engage! Those that don’t… have to go.
Trim Inactives
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Re-engage 1-2% and increase revenues.
Trim the rest and save the expense of sending to inactives.
40% NEVER open
40% Didn’t open this
time
20%Opened
20%Open rate
Trim Inactives
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Sent Opens Open % Clicks Click % Expenses Revenues ROI
Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1450 $35,000 $23.14
Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1200 $35,000 $29.17
3-Point Email Re-engagement Campaign
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Email 1
Email 2
Email 3
1. We Miss You! Come back and
receive [ VALUE ]
2. Confirm now to
stay subscribed or
miss out on [ VALUE ]
3. Sorry to see you go. Re-subscribe at any time,
here.
Re-engagement Campaigns – Cross Channel
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In-store & point-of-purchase
Telemarketing follow ups
Direct mail
Online ads/social media outreach
Be sure to ask for an updated email address so you can reconnect via your most cost-efficient medium!
Why We Test to Learn What Works
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Pop Quiz: Which subject line won?
A. Two chances to win
B. Two chances to WIN
C. Start a winning tradition
D. Start a winning tradition!
Why We Test to Learn What Works
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Pop Quiz: Which subject line won?
A. I Spy a Winner
B. Be a Hallo-winner
C. Trick or $5000 Treat?
Why We Test to Learn What Works
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Pop Quiz: Which subject line won?
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help us solve hunger.
Ideas With Rockin’ Email ROI
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BONUS TIP: Subtle use of
Animated GIF to “celebrate”
“Earned” rewards break through the clutter
Ideas With Rockin’ Email ROI
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A bank’s onboarding campaign stretches 90 days: the
“honeymoon” period for new customers.
Next day
2 weeks
6 weeks
10 weeks
12 weeks
Ideas With Rockin’ Email ROI
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A luxury car company uses auto-magic email and survey
follow up for happier customers (service) & nurtured sales.
Ideas With Rockin’ Email ROI
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Coffee Roaster racks up ROI with
a new product announcement
and by telling a good story
Over a $20 ROI for this email…
without a coupon!
Ideas With Rockin’ Email ROI
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Time/day test shows Cyber
Monday’s true colors… Sunday’s
sneak peek drove 19% more
action!
Ideas With Rockin’ Email ROI
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An eCommerce site uses their best
deal of the year as a re-engagement
campaign for inactives.
ROI was $27.40
Re-engaged nearly 4%!
Good Content Drives Action
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Your content should be:
Engaging (tested)
Timely (automated)
Relevant (segmented)
Consistent and consistently good
& Individual Inbox Placement