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2010 Email Marketing Bootcamp & Certification Instructors Nicholas Einstein Director of Strategic Services, Datran Media [email_address] #datranmedia #nick’s Aaron Smith Director of Professional Services, Smith-Harmon, a Responsys Company [email_address] #smithharmon #aaron

Bootcamp Agenda Noon-1:00pm Lunch – Winners and Losers Presentation 1:00-1:30pm Open Q&A 1:30pm – 2:00 pm Special Guest Presentation! 2:00 – 2:30pm Break 2:30pm - 3:15 pm Assignment – Take this brand goal and requirements doc and design an effective strategy 3:15-4:15pm Strategy Presentations 4:30-5:00pm Certification Test

Introduction & State of the Union 8:15-9:00am

Introduction & State of the Union Hold your Horses!

Introduction & State of the Union The Death of Email has Been Greatly Exaggerated!!!

Introduction and State of the Union 2009 and 2010 have been the best years for email marketing ever Economy down Consumers online, seeking discounts if shopping at all Ad spending across other channels plummets Insiders know social and mobile are complements NOT replacements to email. Consumers online, seeking ROI for email was $43.52 for every dollar spent on it* Email - Mainstream comm channel for 90% of US individuals online # active email users 153MM in 2014 (this seems low?) To sign up for Facebook, Twitter, etc. one NEEDS email – social reinforces email Email replacing paper communication – ie: direct mail, statements

Catch all Creative: (World data) Text Based Links vs. Image Based Links --74% of all emails sent will have images blocked by default. 66% of consumer 82% B2B What Does this Mean For You?

Introduction and State of the Union CAGR of 4% through 2014

Email is the Best Way to Get the Daily Deal … and, surprise…. It integrates with social!

Email Newsletters Remain Coveted Loyalty Drivers

Introduction and State of the Union The challenge you face as marketers Differentiating Integrating Succeeding Consider this…. C onsumers will receive 9000+ marketing messages annually by 2014 that’s 25 a day!

Start at the Beginning Understanding Your Goals and Aligning them with Strategy 9:00-10:00am

Start at the Beginning Raise Your Hand if….

Start at the Beginning Use Email to… Acquire! Retain! Transact! All of the Above!!! Engage Reach Reactivate

Start at the Beginning – Aligning Your Goals with Your Strategy You Need a Framework ACQUIRE CONVERT GROW RETAIN REACTIVATE What marketing programs will help you capture new email addresses? What marketing programs will help you convert prospects to customer? What marketing programs will help you grow customer value? What marketing programs will help you ensure customer loyalty? What marketing programs will help you win back lost customers? SUSPECT PROSPECT CUSTOMER ACTIVE CUSTOMER RECAPTURED CUSTOMER

Now ask yourself… What is the main goal of our emarketing programs? How do we measure success (i.e. how will your success be meausured?) How do I get started? What should I test? Start at the Beginning – Aligning Your Goals with Your Strategy

Start at the Beginning 1. What is the Main Goal? Acqure! Retain! Transact! All of the Above!!! Engage Reach Reactivate

Start at the Beginning Great Goal! Email reactivation or “win-back” campaigns that integrate email, analytics and e-commerce data can result in conversion increases of more than 100%.* *Forrester Research

Start at the Beginning 2. How Do We Measure Success? conversions clicks share of wallet all of the above!!! revenue increase buzz increase referral rates decreases attrition customer engagement

Start at the Beginning 2. How Do We Measure Success Audit email channel performance Holistic review of what you are sending, including transactiona; Trend analysis will guide you in identifying priorities Use best assumptions when all data is not available Benchmarks for all programs and segments Best benchmark is past performance Industry benchmarks are directionally helpful, but beware of pitfalls Be aware of seasonality (minimum 12 month timeframe) Define your success measures before launch Make sure you can access results (and you have data to measure baseline

Start at the Beginning 2. How Do We Measure Success Measure of success getting messages to your audience Measure of subscriber interaction with campaign Measure of financial impact Bounce Rate Spam Complaint Rate Inbox Delivery Rate Open Rate Revenue Click-Through Rate Conversion Rate Click-to-Open Rate Average Order Value Unsubscribe Rate Revenue Per Email bounces/emails sent spam complaints/emails delivered emails that reach the inbox opens/emails delivered total clicks/emails delivered total clicks/total opens unsubscribes/emails delivered revenue per campaign orders/visits revenue/bookings rRevenue/emails delivered

Start at the Beginning 3. How Do I Get Started Begin with specific core business objectives Every email initiative should map back Newsletters, promotional, transactional, eCRM, advertising, etc. Email programs are as unique as brands/companies; no cookie cutter approaches All success metrics should map back Must be easily quantifiable – “you get what you measure” Move beyond basic KPI’s

Start at the Beginning 3. How Do I Get Started Build Forecasts & Budget Can’t invest $1 to make $43.52, List growth/scale requires resources – email isn’t cheap Quantify ROI

Start at the Beginning 3. How Do I Get Started Assess Common Obstacles Technical Limits Strained IT resources Few intregrations Lack of data No analysts available for modeling What data can you access today? Subscription date Last open, click, coversion Top content on sites Purchase behavior Engagement Other? API Requirements Data transfer frequency Complexity

Start at the Beginning 4. What Should I Test? Easy Subject lines Call-to-action Other Graphics and buttons Navigation/footer links Recovery content and navigation Medium Personalization Basic segmentation Creative and template design Secondary content modules Difficult Advanced segmentation Timing and cadence Tiered or progressive lifecycle programs One welcome email vs four welcome emails over a month with an offer

From Strategy to Execution 10:00-12:00pm

Audience Recruitment, Development, Growth and Cultivation Value

Campaigns – A Full Lifecyle Approach

Best Practices - Deliverability

Deliverability Compliance is NOT Enough CAN-SPAM is a low barrier attempt to prevent consumer abuse Compliance has very little to do with deliverability However, non-compliance can still present serious legal repercussions

Deliverability Email Delivery is Technically Simple It is the Simple Mail Transfer Protocol (SMTP) Barriers and Filters are used to enhance the consumer experience

Deliverability Authentication – DK & DKIM | SPF & SIDF

Deliverability Spammers are Still Crafty Spammers have an arsenal of tools at their disposal to increase deliverability: Mailbox providers identify spammers by the use of these tools Using the same tools/techniques may cause you to be misidentified as a spammer Transparency is the key to ensuring you are not misidentified If you have difficulty getting mail delivered, reach out to mailbox providers He may look harmless, but spam accounts for 14.5 billion messages globally per day. In other words, spam makes up 45% of all emails .

Deliverability Three Keys To Penetrating the Inbox

Acquisition Email Welcome Email Up-Sell Email Transactional Email Newsletter Email Reactivation Email Third Party Email Examples of Relevance

Frequency At sign-up, immediately contact consumer to establish the email relationship. Let the consumer sample the email experience and ensure that it closely resembles the sign-up page. Continue to mail at the frequency specified at the time of sign-up and request permission before increasing or decreasing frequency. Remember that your need to meet revenue goals are not grounds to violate what you promised the consumer.

Value Make sure the email is welcome Provide coupons/discounts Provide exclusive content Aggregate relevant content from multiple sources

© 2010. All rights reserved. Online Trust Alliance (OTA) Slide Offer Consumers Control 70% of Internet users expressed interest in using a solution that would give them control over the exposure to targeted ads and transparency into the data used by advertisers.* - Consumer Perspectives On Online Advertising, 2010, PreferenceCentral

Offer consumers the right to provide preferences Respect those preferences Build on intelligence to give smarter offers

Best Practices – Measurement & Reporting

Measurement & Reporting Open Rate (unique or total) Click-through Rate (click to delivered or click to open) Conversions Revenue per sub Click to conversion rate Profit margin per mailing Unsubscribe rate Unsubscribe rate Complaint rate Forward rate Share-to-social rate Opt-in rate Value per address Churn rate Seeded delivery rate Bounce rate … and much more… One of the beautiful things about good email programs is the volume of rich, [often]actionable data they can generate.

Measurement & Reporting Must determine how effective each aspect of the program is – opens, clicks, etc. But key is determining how effective the program is at achieving core business objectives Opens, clicks, unsubscribes are not reflected on the bottom line!

Example anonymous dashboard Sony, BTF, C&D?

Measurement & Reporting Must have: solid email KPIs (opens, clicks, unsubs, complaints, conversions) Very nice to have: web analytics integration (site metrics by campaign, deep conversion metrics, funnel analysis) Cool and new: multi-attribution tracking

Best Practices – Leveraging Data

Leveraging Data What to do with all those data? Build an executive dashboard [or two] Keep them relevant Automate reports to update Syndicate to stakeholders at appropriate cadence Use it for segmentation!! Data drives, you ride shotgun & navigate Target clickers, openers, purchasers, clickers on specific links, or suppress them. Optimize – set goals and exceed them ID specific metrics, isolate variables to test, hold out control groups, and quantify the impact of changes

Leveraging Data Ways to get more: Ask for it On opt-in pages Through surveys At virtually every customer touch point Buying it Geodemographic Other address (email, mailing) And virtually anything else… Generating it Audience measurement Response data Web data

Leveraging Data Get the Data Understand the Data Make the Data Actionable Use the Data Rinse & Repeat

Email Winners and Losers Lunch Presentation Noon-1:00pm

Relevant Message Sent to Relevant Customer Storage Security Scalable Ease of use Actionable Flexible Automate Throughput Deliverability Inform Enhance Customize Seamless Email Marketing Mechanics DATA

Goals & Strategy Marshall appropriate resources ESP Licensed, hosted, dedicated IP, vertical specialty, APIs, full/self service Creative Designing for email is a specialized skill Copy Coding Technical Integration Hosting Analytics MVT Data Business/Marketing Analysis Modeling Cross-channel integration Articulate Email Strategy Statement Craft a strategy statement that articulates how you plan on using email to achieve core business objectives Ensure all ongoing efforts support it

Checklists/Assignments Welcome Message Checklist Landing Page Checklist A/B Testing Checklist Email Program Review Email Design

Thank You for Joining Us! Become an eec member & join the world’s largest organization of email marketers.  Save 10% with discount code ClickZ when you join or renew by August 31, 2010 Subscribe to our FREE industry newsletter: www.emailexperience.org Contact Ali Swerdlow with any questions: ali@emailexperience.org

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