簡潔商務(wù)模板之潮流公司業(yè)務(wù)簡介email-marketing

1、Email 2009: Trends and Solutions in a Tough EconomyAMA Reno-Tahoe Chapter LuncheonLoren McDonaldVP, Industry RelationsSilverpopObama Inauguration SpeechThe question we ask today is not whether our government is too big or too small, but whether it works - whether it helps families find jobs at a dec

2、ent wage, care they can afford, a retirement that is dignified.Where the answer is yes, we intend to move forward. Where the answer is no, programs will end.Email Change Begins Today!The question we ask today is not whether our list is too big or too small, but whether it delivers - whether it helps

3、 your company increase revenue at a decent cost and retain customers.Where the answer is yes, we intend to increase our spend. Where the answer is no, marketing programs will end.There are many challenges, but YOU can build a better email marketing program!Trends Shaping Email in 20097 Key Trends Af

4、fecting Email Marketing in 2009Beyond Customer Control to Customer ExpectationsChannel Explosion and Consumer PreferencesThe Email Volume OverloadCustomer Churn and InactivityMost Prospects Are Long TermConsumer Adoption of Multiple Email “Devices”Growth of Social Networks and Social Media1. Beyond

5、Customer Control to Customer Expectation The Amazon EffectChoose if They Want to Opt-in Determine If, When,/Where, What, How They Read IfWhatWhen/WhereHowDetermine If/When to Change Their Preferences Email Address Format Frequency Which EmailsWhen to Report as Spam When Theyd Prefer Another Channel

6、CAnd When They Want the Relationship to End and now SUPER EXPECTATIONSYour Competitors Are Creating Great Expectations“Spray-N-Pray”, “Batch-N-Blast” Low Relevancy = GoodbyeNOFrequency is outBehavior is inLifecycleTriggerClick StreamMove to Behavior-Based ProgramsCataloger shifted to behavior-based

7、series after key purchase: Warranty Accessories Related productsControl & Expectations = Potential for More Engagement Embrace subscriber power Enable users to design and controlthe communications “My Email” is powerful concept2. Channel Explosion and Consumer PreferencesCommunications/Marketing Cha

8、nnel Explosion = Choices and PreferencesTo 1990NewspapersDirect MailTelephoneRadioTVFaxMobile Phones1990-2000InternetEmailInstant MessagingSearch2000-2008 Webinars/WebcastsRSS feedsBlogsPodcastsSocial NetworksSMSVideo Sharing (YouTube)Mobile ApplicationsTwitterWhen was the last timeany of you rode y

9、our skateboard to work?Monthly Text Messages Daughter 700+ Dad 20-Changing DemographicsFacebook generation (18-24) = 10% of U.S.Text Generation is About to Hit the Workforce72% of U.S. populationwill be 20+ in 2010But Newspaper Generation Still RulesAnd Email Still Rocks for Business CommunicationsS

10、hifts - Not The End of EmailDemographics and channel preferences will cause some shifts in emailFlight alertsPhone EmailEmail TextAgain, preference centers are KEY!3. The Email Volume OverloadWhats the Total Impact of Frequency5 times per month12 times per monthRevenue Churn Reputation.Retailer Case

11、 Study Increased FrequencyUnsubscribes and spam complaints went through the roofFinancial Impact of Increased Mailings4. Your List Is Shrinking & Going InactiveList Churn and Inactives The Good and Bad NewsThe bad newsA typical list will lose 1/3 of its members each yearBounces + spam complaints + u

12、nsubscribes = 2-4% / month25% to 80% of your list is inactiveSubscriber has not opened or clicked in specific time frame (e.g., 6, 12 months+)The good newsChurn can be reducedSome inactives can be reengagedYou control most of your destinyEngage and DelightEvery Step of the WayDatingBuild trust with

13、transparencyPreferences on opt-inEngagementWelcome programsBring the flowersMarriageDeliver on expectationsPreference updatesMove to lifecycle, trigger and behavioral-based programsDivorceProvide alternatives to unsubscribingEnable PreferencesManage ExpectationsGet Them Started Right AwayWelcome Ema

14、il Reiterates value proposition Communicates when first email should be expected Offers opportunity to start getting engaged with the brandWin Inactive Subscribers BackUpdate their preferencesSurvey subscribers their interestsTry a new approach to your subject linesBest of content/offersBehavior-bas

15、ed emailsWhy Recipients UnsubscribeToo Frequent Irrelevant Content/OffersMake Unsubscribing & Staying EasyMissing: Frequency Option RSS or catalogue option Contact info.5. Most of Your Prospects Are Long Term The Unconverted MajorityB2B: 70% of Leads are Long-Term Opportunities82.5% are ready to buy

16、 or will buy70% are long-term opportunities Marketing TerritoryAn estimated 70-90% of leads generated by marketing are never followed-up with by salesSource: MarketingSherpaB2B Email Drip Programs Nurtures ProspectsEmail 1TelesalesEmail 2Direct MailEmail 3TelesalesDay 1Day 8Day 12Day 14Day 2Drips:CT

17、Rs of 3XPPC: 95%+ Dont Convert ImmediatelyIf avg. PPC conversion rateis 2%-5% - what happens to the other 95%+?Most Common Mistake: No Easy and Obvious Sign Up6. Your Emails Are Being Viewed in a Growing Number of EnvironmentsWeb BrowserPC clientMobile ClientSame Email May Be Read In Multiple Enviro

18、nmentsSocial NetworkRSS FeedWeb VersionAn Email in Every Pocket Global mobile market subscriber base reached 3.25 billion in July 07 Current world population is 6.7 billionSources: The Mobile World, June 07; The Yankee Group; IDC, Gartner, Canalys 2006 BlackBerry Email & Browser ExperienceBrowser Ve

19、rsionBlackBerry BrowserEmail VersionBlackBerry IS installed email clientOriginal Email7. Email Becomes “Social” The New Forward to a FriendEvolution of Viral Email Recipient Taken to Social SiteEmail Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed. Email

20、recipient can add their own comments or endorsementsUsers can select a thumbnail from some of the images in email, or opt to not include a pictureFriends Are Notified in Their “News Feed”Whit Lanier posted a link:Downtown Atlanta Restaurant Week “This Looks Like a lot of fun”No tickets and no coupon

21、s! During Downtown Atlanta Restaurant Week, simply make a reservation, show up, and ask your server for the Restaurant Week 3-course prix-fixe menu11% of the message clicks were on the social share buttonsGenerated an additional 1,250 “new” opens.Assuming that each sharer had 100 friends, we estimat

22、e the summary was viewed an additional 61,000 times. Share to Social in ActionDo Your Emails Need Ketchup?Ketchup can make almost any food edible, or even pretty tasty!DISCOUNTS!are Ketchup!Messages tailored to individual recipients based on their demographics or behaviorAre your emails personalized

23、?2. A welcome program that sets expectations and creates value for new subscribers out of the gate and confirms that their decision to opt in to your email program was a good one.3. Creative subject lines that motivate people to take the action they (and you) want, not just open the emailVSL / See a

24、 fantastic sixties rock movie youve never heard ofVSL / The best classroom drama since The Breakfast ClubBest Buys on Ready to Assemble Furniture (Crate & Barrel)Announcing the January White Sale(Kirkwood Mountain Resort)IntriguingOK, and so .Cross-Platform Design Tips4. Emails designed to render we

25、ll on multiple environments and platformsPC, Web and mobile5. Creative and compelling copy that motivates people to want to know more and act6. A competitively positioned email program, which serves a clear need to recipients relative to your competitors offerings.7. Emails with genuine personality that provide a reason for subscribers to anticipate your next message8. Emails designed from a user perspective, making it easy for subscribers to find