简洁商务模板之潮流公司业务简介email-marketing

Email2009:TrendsandSolutionsinaToughEconomyAMAReno-TahoeChapterLuncheonLorenMcDonaldVP,IndustryRelationsSilverpop2ObamaInaugurationSpeechThequestionweasktodayisnotwhetherourgovernmentistoobigortoosmall,butwhetheritworks-whetherithelpsfamiliesfindjobsatadecentwage,caretheycanafford,aretirementthatisdignified.Wheretheanswerisyes,weintendtomoveforward.Wheretheanswerisno,programswillend.3EmailChangeBeginsToday!Thequestionweasktodayisnotwhetherourlististoobigortoosmall,butwhetheritdelivers-whetherithelpsyourcompanyincreaserevenueatadecentcostandretaincustomers.Wheretheanswerisyes,weintendtoincreaseourspend.Wheretheanswerisno,marketingprogramswillend.Therearemanychallenges,butYOUcanbuildabetteremailmarketingprogram!TrendsShapingEmailin200967KeyTrendsAffectingEmailMarketingin20091.BeyondCustomerControl–toCustomerExpectations2.ChannelExplosionandConsumerPreferences3.TheEmailVolumeOverload4.CustomerChurnandInactivity5.MostProspectsAreLongTerm6.ConsumerAdoptionofMultipleEmail“Devices”7.GrowthofSocialNetworksandSocialMedia1.BeyondCustomerControltoCustomerExpectation–TheAmazonEffect8ChooseifTheyWanttoOpt-in…9DetermineIf,When,/Where,What,HowTheyRead…IfWhatWhen/WhereHow10DetermineIf/WhentoChangeTheirPreferences•EmailAddress•Format•Frequency•WhichEmails11WhentoReportasSpam…12WhenThey’dPreferAnotherChannel…C13AndWhenTheyWanttheRelationshiptoEnd……andnow–SUPEREXPECTATIONS15YourCompetitorsAreCreatingGreatExpectations16“Spray-N-Pray”,“Batch-N-Blast”–LowRelevancy=GoodbyeNOFrequencyisout…Behaviorisin…-Lifecycle-Trigger-ClickStream18MovetoBehavior-BasedProgramsCatalogershiftedtobehavior-basedseriesafterkeypurchase:-Warranty-Accessories-Relatedproducts19Control&Expectations=PotentialforMoreEngagement•Embracesubscriberpower•Enableuserstodesignandcontrolthecommunications•“MyEmail”ispowerfulconcept2.ChannelExplosionandConsumerPreferences21Communications/MarketingChannelExplosion=ChoicesandPreferencesTo1990NewspapersDirectMailTelephoneRadioTVFaxMobilePhones1990-2000InternetEmailInstantMessagingSearch2000-2008Webinars/WebcastsRSSfeedsBlogsPodcastsSocialNetworksSMSVideoSharing(YouTube)MobileApplicationsTwitter22Whenwasthelasttimeanyofyourodeyourskateboardtowork?MonthlyTextMessages-Daughter700+-Dad20-ChangingDemographics23Facebookgeneration(18-24)=10%ofU.S.TextGenerationisAbouttoHittheWorkforce…2472%ofU.S.populationwillbe20+in2010…ButNewspaperGenerationStillRules25AndEmailStillRocksforBusinessCommunications26Shifts-NotTheEndofEmailDemographicsandchannelpreferenceswillcausesomeshiftsinemailFlightalerts•PhoneEmail•EmailTextAgain,preferencecentersareKEY!3.TheEmailVolumeOverload30What’stheTotalImpactofFrequency5timespermonth12timespermonthRevenue–Churn–Reputation….31RetailerCaseStudy–IncreasedFrequencyUnsubscribesandspamcomplaintswentthroughtheroof32FinancialImpactofIncreasedMailings4.YourListIsShrinking&GoingInactive34ListChurnandInactives–TheGoodandBadNewsThebadnews…Atypicallistwilllose1/3ofitsmemberseachyearBounces+spamcomplaints+unsubscribes=2-4%/month25%to80%ofyourlistisinactiveSubscriberhasnotopenedorclickedinspecifictimeframe(e.g.,6,12months+)Thegoodnews…•Churncanbereduced•Someinactivescanbereengaged•Youcontrolmostofyourdestiny35EngageandDelight…EveryStepoftheWayDatingBuildtrustwithtransparencyPreferencesonopt-inEngagementWelcomeprogramsBringtheflowersMarriageDeliveronexpectationsPreferenceupdatesMovetolifecycle,triggerandbehavioral-basedprogramsDivorceProvidealternativestounsubscribing36EnablePreferences…ManageExpectations37GetThemStartedRightAwayWelcomeEmail•Reiteratesvalueproposition•Communicateswhenfirstemailshouldbeexpected•Offersopportunitytostartgettingengagedwiththebrand38WinInactiveSubscribersBackUpdatetheirpreferencesSurveysubscriberstheirinterestsTryanewapproachtoyoursubjectlinesBestofcontent/offersBehavior-basedemails39WhyRecipientsUnsubscribe-TooFrequent-IrrelevantContent/Offers40MakeUnsubscribing&StayingEasyMissing:-FrequencyOption-RSSorcatalogueoption-Contactinfo.5.MostofYourProspectsAreLongTerm–TheUnconvertedMajority42B2B:70%ofLeadsareLong-TermOpportunities82.5%arereadytobuyorwillbuy70%arelong-termopportunities–MarketingTerritoryAnestimated70-90%ofleadsgeneratedbymarketingareneverfollowed-upwithbysalesSource:MarketingSherpa43B2BEmailDripProgramsNurturesProspectsEmail1TelesalesEmail2DirectMailEmail3TelesalesDay1Day8Day12Day14Day2Drips:CTRsof3X44PPC:95%+Don’tConvertImmediatelyIfavg.PPCconversionrateis2%-5%-whathappenstotheother95%+?45MostCommonMistake:NoEasyandObviousSignUp6.YourEmailsAreBeingViewedinaGrowingNumberofEnvironments47WebBrowserPCclientMobileClientSameEmail…MayBeReadInMultipleEnvironmentsSocialNetworkRSSFeedWebVersion48AnEmailinEveryPocketGlobalmobilemarketsubscriberbasereached3.25billioninJuly07Currentworldpopulationis6.7billionSources:TheMobileWorld,June07;TheYankeeGroup;IDC,Gartner,Canalys200649BlackBerryEmail&BrowserExperienceBrowserVersionBlackBerryBrowserEmailVersionBlackBerryISinstalledemailclientOriginalEmail7.EmailBecomes“Social”–TheNewForwardtoaFriend52EvolutionofViralEmail…53RecipientT