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Email Marketing and Brand Management

Karen Talavera

President

Synchronicity Marketing

Monday March 16, 2009

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Why Should Email Marketers Care About Brand Management?

Why We’re Here

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A Bit About Your Speaker

Karen Talavera

President of Synchronicity Marketing

Providing inspired email marketing coaching, consulting,

strategy and professional education

Who is Karen? Nationally-recognized email marketing trainer for the Association

of National Advertisers (ANA), Direct Marketing Assoc. (DMA) and

Fortune 500 companies

Coach, speaker and writer for Huffington Post and other marketing

industry organizations

World traveler, social media enthusiast, yoga lover and South

Florida resident

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Our Roadmap

Why Should You Care About Branding?

Impact of Email on Your Brand

What the research tells us

Case Study

Strategies for Successfully Harmonizing

Your Email and Your Brand

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Why Care?

Sometimes we forget the power of email

It’s not just about blasting messages, it’s helping to

build an overall impression

Every marketing message carries with it brand impact

Digital touch points can carry greater weight than you

realize

Everything happens faster online

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Audience Engagement

Trust

Dialogue Monitoring & Participation

Active, Conscious

Brand Management

The Rules Are Changing

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Consumers Grow More Media-Savvy

Make split-second mental decisions whether to

engage with a message

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Tribe Management, Not Brand Management

You don’t want just “customers” anymore.

You want to build a tribe. Seth says:

Start with permission

Ground everything in relevancy

People want the ability to connect to other

people, not companies

Seek products, services, value for the tribe,

not the other way around

As quality of tribal connection increases,

brand value increases dramatically

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In Turn, The Tribe Transforms The Brand to varying degrees

42% of Internet users in 29 countries have shared an opinion about a product or service via email

• Universal McCann, September 2008

By a 5 to 1 margin, people at all ages and income levels have reported using email at least to the degree they have in the past, if not more.

• Marketing Sherpa, 2009 Email Marketing Benchmark Guide

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Email Favorably Impacts Consumer Brand Impressions

Adding email to the marketing mix has a net

positive effect

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Trust + Relationship = Positive Brand Impact

The majority of subscribers enjoy receiving email

from brands they have a relationship with

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Email Reinforces Brand Recall

Email a leverage-able branding and response

tool in the marketing tool box

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eHarmony Case Study

eHarmony wanted to complement its offline and

online marketing with an email branding and

acquisition campaign

Partnered with Datran Media in 2007

Study measured the effectiveness of an email

acquisition campaign on brand metrics and

attributes

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eHarmony Case Study – Results

Email

advertising

boosted brand

favorability by

7.3 percentage

points

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eHarmony Case Study – Results

Email marketing

lifted unaided

brand

awareness by

11.5 percentage

points

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eHarmony Case Study – Results

Among those

reached, both

brand

awareness and

favorability

improved with

exposure to

multiple

different

messages

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Beware Effect of Email Frequency on Your Brand

Dialing up the frequency even to those who’ve

opted-in can cause backlash

Point of diminishing returns hard to determine

Remember who the gatekeeper is: not you

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Top 5 Branding Success Strategies for Email Marketers

Permission

Identity – consistent & recognizable, optimized

for email

Trust

Relevancy – segment to know who thinks what

of you, who buys what, who wants what

Consistency

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1. Permission

Get it

Opt-in is best

Confirm it

Don’t share it

Make it easy to control or change

Continually refresh it

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2. Identity Recognizable from the offline world

Optimized for email viewing even on multiple devices

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3. Trust

Honor permission

Don’t allow partners or affiliates to abuse your list

Honor self-reported preferences

Format, frequency, interest categories

Adhere to best practices in deliverability

Stable from line, Authentication

Monitor and maintain your Emailer Reputation

Process unsubscribe requests immediately

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4. Relevancy

Emails stay true to what you promised

Email tone, offers stay true to and consistent

with your brand personality

Customer segmentation and past purchase

behavior drives frequency & offers

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Send Date:

November 19, 2007

Audience:

Starwood’s Frequent

Stay Program

Members

Starwood Preferred Guest (SPG)

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SVO – Owner Newsletter

Send Date:

December 19, 2008

Audience:

All Timeshare

Owners

Frequency:

Monthly

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Send Date:

February 22, 2008

Audience:

Timeshare Owners

who’ve opted-in

Frequency:

Quarterly, Trigger-

based

SVO – Signature Offers

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SVO –Announcement

Send Date:

September 12,

2008

Audience:

All Timeshare

Owners

Frequency:

As needed

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5. Consistency

Creative continuity within and across email

programs

Brand consistency within and across online

points of presence

Media-neutral brand recognition and personality

online and off

Multi-channel harmony

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Barnes & Noble Email Message

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Barnes & Noble Email Landing Page

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Barnes & Noble – Site Home Page

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Barnes & Noble Facebook Page

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Credits/Thank You

Big Thanks to:

Epsilon

Datran Media

eHarmony

Silverpop

Karen Talavera, President Synchronicity Marketing

561-967-9665 or www.synchronicitymarketing.com

info@synchronicitymarketing.com

Follow me on Twitter @SyncMarketing