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Leveraging Macro Events to Drive
Engagement, Relationships and Sales
Jeanne Jennings
Consultant, Email Marketing Strategy
Author, The Email Marketing Kit: The Ultimate Email Marketers Bible
Columnist, ClickZ Experts
Introduction: Jeanne Jennings
> Independent consultant specializing in all aspects of email
marketing strategy and tactics
> Experience in online and email marketing: 20+ years
> Former Head of Email Product Development for Reed Business
Information US, a division of Reed Elsevier, then the largest B2B
publisher in the US
> Independent consultant since 2001
> Clients include Hasbro, Mayo Clinic, National Press Club, U.S.
Chamber of Commerce, Verizon, Weight Watchers International
> Sought-after Writer and Speaker on Email Marketing Issues
Email is Dead.
Reality
> Email offers the highest ROI of any direct marketing
channel
> $43.62 for each dollar spent in 2009
> Internet search advertising was second at $21.85
> Non-catalog direct mail returned just $15.22
> Projection for email in 2010 is $42.08
Source: Annual Economic Impact Study,
The Direct Marketing Association, October 2009
Reality
> Spending on email marketing in the US is expected to
expand to $2 billion by 2014
> A nearly 11% compound annual growth rate
> At least $144 million of this will be spent on email
messages that aren’t delivered and/or acted on
> To be successful, email marketers need to learn how to
overcome inbox clutter and increase relevancy
Source: US Email Marketing Forecast, 2009 to 2014,
Forrester Research, June 2009
Reality
> Relevance
continues to be the
biggest challenge
to email success
Source: 2010 Email Marketing Benchmark Report,
MarketingSherpa, page 14
Relevance = Segmentation and Targeting
4 Types of Variables
1. Endemic Data
> Usually collected at opt-in
> Contact and demographic
2. Transactional Data
> Data pertaining to
transactions
> Date of opt-in, recency-
frequency-monetary
information
3. Behavioral Data
> Observed behavior
> Website clickstream,
email metrics, coupon
redemption
4. Computed Data
> Create from two or more
variables
> Distance from brick-and-
mortar location, macro
events
Source: Best Practices in Email Marketing Handbook (2009),
MarketingSherpa, pages 455-463
Relevancy vs. Privacy
> “You have zero privacy
anyway. Get over it.”
> Scott McNealy, CEO
Sun Microsystems
1999
Solution: Leverage Macro Events
> Segmenting and
targeting based on
macro events is a
win-win
> It only requires a
zip code, which
most people are
happy to share
> It allows you to
increase relevancy
while minimizing
red flags about
privacy
Macro Event: The Blizzard of 2010
Sales
> We’re open
> 2% off your tab
for each 1” of
snow
> Only email I
received from a
Georgetown
restaurant
offering a
blizzard deal
Sales
> The Show Must
Go On!
> Discount Pricing
Sales
> Hope you
are safe
> Apology for
local stores
being closed
> Post-
blizzard in-
store
discount
Engagement
> Key Messages
> Three products to
help you weather the
next storm
> Drive traffic back to
WashingtonPost.com
> Paid placement?
> If so, advertising
revenue for WP
Relationships / Sales
> Suspension of all late
fees
> Just call us
> Suspension of
cancellation fees
> Make your plans – if the
snow keeps you from
driving, just call us
> Be safe – winter driving
tips
Relationships
> We’re open
> Our staff is
dedicated
Engagement
> We’re still on the air
> Some of our dedicated
staff made it in
yesterday to keep the
programming going
> Your favorite shows will
be back today
Relationships
> Sorry for the
inconvenience
> The office will be
closed today
> Limited access to
email due to
power
disruptions
> Will try to re-
open on Friday
Relationships
> We Care
> Protect your windshield
> Prepare your car to drive
after the blizzard
> Cold weather safety tips
Blizzard Bikini?
> Aspirational?
> Not for me
> Discount offer good, but…
> How about featuring winter
sale items
> Sweaters
> Jeans
> Boots
> Or a “now and later”
message
Where was Amazon?
> They were my lifeline
for things I could not
get during the blizzard
> Delivery was delayed
but was more reliable
than trying to find local
stores open with “high
demand” items in
stock
Leveraging Macro Events Isn’t New…
…But Segmenting by Zip Code Adds Relevancy
Pop Quiz:
Ideas for Leveraging This Event?
Pop Quiz:
Ideas for Leveraging This Event?
Pop Quiz:
Ideas for Leveraging This Event?
Pop Quiz:
What’s Wrong Here?
JeanneJennings.com, Inc.An Email Marketing Consultancy
Helping organizations large and small become more effective and more
profitable online
> Focusing on email, landing pages and Websites
> Growing email lists via opt-in
> Developing new email strategies, campaigns and programs
> Optimizing performance of existing email and Websites
> Project-based, hourly, workshop and mentoring engagements
Client List (partial)
Hasbro
Mayo Clinic
Museum of Science, Boston
National Association of Realtors
National Press Club
Network Solutions
Union Privilege
The U.S. Chamber of Commerce
Verizon
Vocus
Weight Watchers International
Leveraging Macro Events to Drive
Engagement, Relationships and Sales
Thanks for Attending!
Additional Questions?
Jeanne Jennings
Consultant, Email Marketing Strategy
Author, Author, The Email Marketing Kit: The Ultimate Email Marketers Bible
Columnist, ClickZ Experts
202.333.3245 | Twitter:@jeajen | LinkedIn
www.JeanneJennings.com
