Driving Revenue With Email
Nathan MatuskaSr. Marketing Consultant, Evantage
ConsultingDecember, 2013
Product Launch Success with Proven Email Tactics
How would you like to triple your email revenue?
When I ran an email marketing team, we DID!
Digital River’s marketForce team tripled email revenue in 3 years.
Year 1 Year 2 Year 3
How did we do it?Some tactics included:Focusing on product launchesInvesting in the email programTargeting our audienceOptimizing sends by industry (time of day,
day of week)
Why is the product launch important?
Product launch campaigns tend to generate 50% or more revenue
than standard campaigns!
Email sales can generate over 40% of ALL online sales
Let’s look at some of the data we used…
Many companies are investing more money into their email programs
Source: Marketing Sherpa, Email Benchmark Guide 2010
•39% of companies in the retail/ecommerce space are increasing email budget.•38% in computer hardware/software space.
In fact, email and social marketing are experiencing the most growth
Source: Marketing Sherpa, Email Benchmark Guide 2010
Know your target demographic
Online Activity 18-32 33-44 45-54 55-63 64-72 73+
All Online Adults
Use Email 94% 93% 90% 91% 79% 79% 91%Use Search Engines 90% 93% 90% 89% 85% 70% 89%Research Products 84% 84% 82% 79% 73% 60% 81%Rate a Product 37% 35% 29% 30% 25% 16% 32%
Source: Marketing Sherpa, Email Benchmark Guide 2010
•78% of people share something through the internet by emailing a link.•22% use social media as the primary way of sharing.
In a typical year, we sent 750 million marketing emails
We had a lot of data to analyze!
What is the best day of week to send an email? (1 of 2)
Weekend purchase activity has increased in the Software segment.
Sunday is by far the best time for B-to-C in the Internet Security segment.
What is the best day of week to send an email? (2 of 2)
Gaming continues to sell most on the weekends.
Mid-week seems to be the best time for Consumer Electronics.
What is the best time of day? (1 of 2)
Software Internet Security
Best times seem to be the core business day PST.
Strong spike in the early morning due to European sales.
What is the best time of day? (2 of 2)
Gaming Consumer Electronics
Best times seem to be the core business day PST.
Stronger sales late night and early morning than other verticles.
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