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Making Sense of the Ridiculously
Over-Complicated Email Marketing
Landscape!
January 21, 2015
Brought to you by Fluent, Inc. and Wingstop
JORDAN COHEN
CMO
Fluent, Inc.
Your Hosts
ERIN LEVZOW
Director of Digital Marketing
Wingstop Restaurants, Inc.
What is the future?
The One
THIS
Makes you feel…
Email Marketing Itself Goes Well Beyond This
Email Subscriber Acquisition
What They DoAccelerate list growth through
confirmed opt-in advertising on 3rd
party websites
IntegrationReal-time data transfer and
triggered welcome email from
ESP upon opt-in
DifferentiatorsAbility to drive scale; quality of
new sign ups delivered; vertical
expertise
Email Validation & Hygiene
What They DoEnsure email address integrity,
resulting in fewer bouncebacks
and deliverability challenges
IntegrationReal-time validation on web forms
during data entry; file uploads to,
and scrubs of, databases in ESPs
DifferentiatorsSpeed of validation; data accuracy
Deliverability & Rendering
What They DoMonitor inbox delivery rates and
analyze deliverability challenges;
offer rendering previews across
mail clients
IntegrationMany are embedded directly
within ESPs or are a feature or
app that can be turned on
DifferentiatorsMethodologies and accuracy of
reporting; scope of mail clients
covered
MTAs
What They DoHigh volume and velocity email
delivery; often used for triggered
or transactional programs
IntegrationEmbedded directly as delivery
layer within ESPs or integrated
with websites for transactional
emails
DifferentiatorsVolume over time (per hour, per
minute, etc.); deliverability
Email Agencies
What They DoConsult on email marketing
program and campaign strategies
and/or serve as outsource email
marketing departments
IntegrationMost have relationships with
preferred ESP partners
DifferentiatorsScope of services, specialization
(full strategy, systems
integrations, vendor selection,
etc.)
Customer Analytics
What They DoCentralize all customer data including
purchase, web behavior, and email
engagement to make email campaigns
more targeted based on customer
personas and propensities
IntegrationSophisticated customer segments in CA
platform and auto-populated into ESP
for campaign creation and deployment
DifferentiatorsUnique predictive algorithms; range of
data used (online, offline, financial, web,
etc.); omni-channel messaging
capabilities
Recommendations & Remarketing
What They DoDynamic generation of scheduled
and triggered 1:1 emails based on
users’ web browsing habits/interests,
search queries, and shopping carts
IntegrationCampaigns setup within
recommendation/remarketing engine
automatically trigger emails through
ESP
DifferentiatorsRecommendations engines rely on
their own proprietary algorithms;
some only offer basic triggering of
messages
Real-Time Content
What They DoImage personalization at moment of
open based on recipients’ times,
locations, and devices
IntegrationHTML embed codes to add into email
templates; some platforms offered as
add-on features or apps within ESPs
DifferentiatorsScope of real-time image
capabilities/features; professional
services; different complementary
offerings (video, monetization, website
personalization, turnkey HTML creation)
Emerging!
Send time optimization
Weather targeting
Video
Language optimization
Offline purchase attribution
This is the future!
Q & A!
Free Resource!
For more information and your free download of the
EMAIL MARKETINGscape:
http://www.fluentco.com/introducing-the-email-marketing-scape/
About Us - Fluent
Fluent helps marketers solve one of their most fundamental
challenges, constantly growing the “top of the funnel” with qualified
prospective customers.
Leveraging innovative ad serving technology and an expansive
publisher network, Fluent has helped hundreds of brands and direct
marketers acquire their best customers, with precision, at a
massive scale.
Visit us at www.fluentco.com.
About Us - Wingstop
What began as a small buffalo-style chicken wing restaurant in
Garland, Texas has grown into an international chain with more than
660 restaurants across the US, Mexico, Russia, Singapore, the
Phillippines, and Indonesia, with locations coming soon to the UAE.
Wingstop was an instant hit when it opened its doors in 1994, and
today is one of the fastest growing companies in the country.
For more information, visit www.wingstop.com or visit a location near
you!
