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Keynote: New Email Marketing Research€¦ · Em@il Summit ‘07 Keynote: New Email Marketing...
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Em@il Summit ‘07 Keynote: New Email Marketing Research Anne Holland President MarketingSherpa Stefan Tornquist Research Director MarketingSherpa Flint McGlaughlin Director MEC Labs Monday, March 5, 2007 Sorry, No Black Berry or cell phone use during presentations
Transcript of Keynote: New Email Marketing Research€¦ · Em@il Summit ‘07 Keynote: New Email Marketing...
Em@il Summit ‘07
Keynote: New Email MarketingResearch
Anne HollandPresidentMarketingSherpa
Stefan TornquistResearch DirectorMarketingSherpa
Flint McGlaughlinDirectorMEC Labs
Monday, March 5, 2007
Sorry, No Black Berry or cellphone use during
presentations
The Good News
12% 13%
35%
38%
2%
0%
10%
20%
30%
40%
Significant
decline
Slow decline Stable Slow increase Significant
increase
© 2007 MarketingSherpa Inc.© 2007 MarketingSherpa Inc.
List Growth
List Growth
List Growth
2006 GoldenMouse winner
Opt-in Campaigns
Opt-in Campaigns
Your Opt-ins
© 2007 MarketingSherpa Inc.
Welcome Messages
Welcome within72 hours
55%
© 2007 MarketingSherpa Inc.
Contentbeyond
‘welcome’36%
Welcome Messages
Content beyond‘welcome’ 36%
© 2007 MarketingSherpa Inc.
2006 GoldenMouse winner
Welcome Messages
2006 SilverMouse winner
Welcome Messages
Source: MarketingSherpa, StrongMail & SurveySampling International, January 2007
Transactional Email
Source: MarketingSherpa & Accupoll, 2005
Transactional Email
Source: MarketingSherpa, StrongMail & SurveySampling International, 2005 & 2007
Transactional Email
Transactional Email
Source: ReturnPath 2006
100% 100%77%
40% 80%
Reputation
#1 - Slash your list
#2 - Third Parties & CAN-SPAM
#3 - Rendering
Reputation Fixes
Your Programs
Eyetracking
Eyetracking
Eyetracking
Eyetracking
Eyetracking
Eyetracking
Viewing & Rendering
Viewing & Rendering
Viewing & Rendering
Viewing & Rendering
Viewing & Rendering
The Winner is…
Top Creative Tests
-2
0
2
4
6
8
10
12
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16
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Conversion-to-Sale
1Jun06
1Jul06
1Aug06
1Sep06
1Oct06
1Nov06
1Dec06
1Jan07
1Feb07
1 The period of time is May 8, 2006 – Feb 1, 2007.2 The sampling is for virtually identical product sets.3 The data points represent change in sales.
The Study
1 The period of time is May 8, 2006 – Feb 1, 2007.2 The sampling is for virtually identical product sets.3 The data points represent change in sales.
The Focus
-2
0
2
4
6
8
10
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Conversion-to-Sale
1Jun06
1Jul06
1Aug06
1Sep06
1Oct06
1Nov06
1Dec06
1Jan07
1Feb07
Urgency Dates
Percentage
Change in Sales
5/8 - 5/28
Factor A 5/29 - 5/31 685.35%
6/1 - 6/12 -93.92%
Factor B 6/13-6/15 1100%
6/16 - 7/16 -96.33%
Factor B 7/17 - 7/20 809%
7/21 – 8/27 -91%
Factor A 8/28 – 8/31 1567%
9/01 – 9/11 -80%
Factor B 9/12 – 9/14 270%
9/15 – 10/26 -76.58%
Factor A 10/27 – 10/31 208%
11/1 – 11/12 -76%
Factor B 11/13 – 11/16 633%
11/17 – 12/19 -57.41%
Factor A 12/19 – 12/31 61%
01/01 – 01/29 -30.48%
Factor B 01/30 - 02/01 639%
The Differential
685%
1,100%
809%
1,567%
The Differential
Wherein:“Ece” = E-mail Campaign Effectiveness“lq” = List Quality“or” = Offer Relevance“bc” = Body Copy“it” = Intrinsic Timing (Send Times and Urgency)“ef” = “Envelope” Fields (“Subject” and “From” Fields)“dr” = Deliverability Rate
1This is a formula that is still in development. It will be finalized at the conclusion of the research project. All rightsto this formula belong to MECLabs LLC.
The Index
ECE = 3lq + 2or + 2bc + 2it + ef + dr ©
1.Opt-in forms2.Welcome messages3.Transactional emails4.Reputation5.Design & Rendering6.Landing pages
Summary
32 Brands/SpeakersLabsClinicLoungeGalaOffice politics
Thank You
Anne Holland
MarketingSherpa
Stefan Tornquist
MarketingSherpa
Flint McGlaughlin
MEC Labs
