PBTC Presentation - eMail Marketing Strategies
Transcript of PBTC Presentation - eMail Marketing Strategies
Open Sesame: Email Marketing Strategies That
Work (And Those That Don’t)
Steve DayPresidentMalabar Technologies Inc.
Cory Van HornDirector of MarketingSnapRetail
Attitudes Toward Email Advertisements
Attitudes towards email advertising
• 70% of internet users view email advertising as positive– 54% of internet users view email advertising as positive if it relates to
a specific subject of personal interest– 12% of internet users view email advertising as positive if it relates to
anything
YANG, KENNETH C. C.. and Garland, Caroline Staub Garland. "Predicting Attitudes toward Email and Postal Direct Advertising by Consumers’ Innovativeness,” Association for Education in Journalism and Mass Communication, Aug 04, 2010
Focus
Value
Attitudes based upon technology adoption
• Technology innovativeness includes the consumer adoption of desktop computing, laptop computing, email, mobile phone, iPod, mobile applications, web use– Significant correlation between technology innovation and negativity
associated with postal advertising– No significant correlation between technology innovation and
electronic advertising
YANG, KENNETH C. C.. and Garland, Caroline Staub Garland. "Predicting Attitudes toward Email and Postal Direct Advertising by Consumers’ Innovativeness,” Association for Education in Journalism and Mass Communication, Aug 04, 2010
All people value directed online advertising, but technology savvy people hate printed advertising delivered in the mailAll people value directed online advertising, but technology savvy people hate printed advertising delivered in the mail
Email campaign orientation• Self interest directed campaign
– Win, selected, honored– Highly authentic– Mixed bag
• Consumer / Community directed campaign
– Testimony, discussion, application– Highly altruistic– Consumer oriented and valuable
• Organization directed campaign– Promotion, discount, special sales– Highly discounted– Organizations profit motivation
Lee, Doohwang., Kim, Hyuk Soo. and Kim, Jung. "The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites,” Association for Education in Journalism and Mass Communication, Jun 22, 2010
Consumer characteristics that impact effectiveness of directed advertising
• Television usage• Interpersonal skills• Education• Minorities and senior demographics• Income levels• Household size
Lee, Byoungkwan. and Salmon, Charles. "The Effects of Information Sources on Consumer Attitudes toward Direct-to-Consumer Prescription Drug Advertising: A Consumer Socialization Approach" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004
Aloneness Phenomena
1. Age Identity and linkage
2. Entertainment escape and the male consumer
3. Relationships, a sense of belonging
Leung, Louis. "Effects of Motives for Internet Use, Aloneness, and Age Identity Gratifications on Online Social Behaviors and Social Support Among Adolescents,” International Communication Association, Jun 21, 2010
4. Mood management, aloneness
5. Social companionship and the female consumer
6. Affection
Designing for Print is very different than for
Email/Web
Why is electronic different?
• Users interact differently with digital– We don’t read, we scan– We are in a hurry; we
quickly pick most reasonable choice and click
– Usability needs to be taken into consideration when designing for electronic
Heat Map
Best Practices to Great Emails
Best Practice: Trust
• Trust is important for opens– We often feature brand names at top or in
subject lines– We send on-behalf of people as much as we can
• Don’t abuse trust– Limit number of emails to user; make them
relevant– Monitor unsubscribe and sender ratings
From: [email protected]
From: Ivystone Group [[email protected]]
Best Practice: On-Behalf Email Sending
Best Practice: On-Behalf Email Sending Metrics
Open Rate Click Thru
On-Behalf of Specific Person
32% 7%
On-Behalf of Company
17% 5%
Best practice: Integrate Mobile &
Social Sharing
Share This Email:
Best Practice: Focus User
• Users will give you 3 seconds• Few users can process more than 1 offer• Focus on
– one message– one call to action– limited images
Best Practice: Simplicity
• Don’t make the user think!– Use clear hierarchy
• Top to bottom; • Large to small
– Simple language– Use web safe fonts (Arial); no serifs (T vs T)– Make it obvious what to click
• Most viewers won’t look below the fold; guide the user with graphic intention
VERY IMPORTANT
A little less important
Nowhere near as important
Best Practice: Simplicity
Very Important
A little less important
Not near as important
Best Practice: Create a Image/Text Balance
• Emails (especially top of emails) are not for pretty pictures; must use text
• Two big issues:– Image blocking: 70%
use– Preview pane: 70% use
Blocked Content
Blocked Content
Best Practices: Landing Pages Are Important
EmailLanding Page
Best Practices: Subject Lines• Effective subject lines are less than 50
characters – including spaces
• Include an action word like: Introducing, Announcing, Stock-Up, Celebrate, Buy
• Incorporate a sense of urgency with words like: Limited Time, Expiring Soon, Sale Ending, Save Now
• Make your message relevant by using recognizable product names or language
• Avoid using all capital letters, exclamation points and spam words like: FREE, ACT NOW, I NEED HELP
MarketingSherpa research:• Show value in first two words• Watch the hard sell• Brands can be powerful
Case Study of Best Practices in Action
Areas of Focus Around Improvement:
• Design Expertise• Copywriting• List Criteria• Email Distribution• Benefit of Other Industry Best Practices• Tracking/Reporting/Analysis
# of SendsContacts Reached Open Rate Click Rate
2009 w/o BP 9 69,293 23% 2%
YTD 2010 - w/ 27 166,583 28% 8%
Percent Change 200% 140% 23% 234%
More, More, More
• Emails Sent• Contacts Reached• Opens• Clicks
Case Study: Client Email Results OPY
Case Study: Client Web Impact from Email
Unique Visitors
Total Visitors Pageviews
2009 7,588 12,159 56,340
2010 YTD 14,444 21,785 125,107
Percent Increase 90% 79% 122%
Increased traffic in a 10 month period
Integrating Email Campaigns into the
Sales Cycle
Email Ad Campaign B2B
Scripts and Timing
• Scripts for all contingencies• eMail technology• 24 hours• Trust, trust, trust• Never ask a question• Avoid “No”• Schedule event
Electronic Sales Process
Create positive trust, relationship.
Create positive trust, relationship.
Keep apprehension down
Keep apprehension down
Focus on acceptance, and play defense
Focus on acceptance, and play defense
Manage acceptance and keep
apprehension down
Manage acceptance and keep
apprehension down
Summary
• Understand Customer Attributes to connect the message, design & call-to-action with the person receiving the message.
• Trust: Must be built & maintained• Integrate email campaigns into the sales
process to lead to a close.