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Perfect Your Email Marketing shows you how to use advanced tactics in your email marketing strategy including segmentation, automation, triggers and transactional emails, dynamic segments and dynamic content, split testing, lead nurturing, demographic and behavioral strategies and scheduled email and recurring email campaigns.
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Perfect Your Email Marketing
There Are All Kinds Of Email:
BLASTED SPLIT TESTED SEGMENTED AUTOMATED DYNAMIC CONTENT
• Promotions• News• Product Updates
• Subject Lines• Design• Content• Call-To-Action• Frequency
• Business Types• Retail vs. B2B• Gender, Age, etc• Purchases Made• Region, Country• Language
• Auto-Response• Event Triggers• Scheduled
• Reader Interests• Survey Results• Keywords• Signup Forms
LowEffectiveness
High Effectiveness
And All Kinds Of Tactics:
Dollars Generated (in thousands)*
Web Analytics
Monthly Revenue
Targeting Social TargetingNo Targeting
* Metrics are based on a Forrester executive survey. Based on 2.8 million pieces of email per month, CPM ranges grow with program complexity, assuming $39 AOV and 40% product margin.
SOURCE: Q1 2009 Global Email Marketing and On-Site Targeting Online Survey, Forrester (base of 103 marketing executives)
$159
$40
$540
$185
$664
$239
$840
$306
MonthlyProfit
ImprovedROI
Hello
Learn
Test
Validate
PurchasePeak Engagement(Send your email now)
Post-Peak Engagement Dropoff(Engagement gets more difficult)
Timing Is Critical:
Entire List Segmented List0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
20%
50%
5%
30%
Segmentation Is Proven:
Clicks
Opens
Clicks
Opens
Automation Keeps You Present:
Awareness
Interest
Communication
Engagement
Action
Action
Trigger
Trigger
Delay
Delay
Action
Action
Action
ActionOpen
Clickthrough
NoOpen
Readyto Buy
Not Intereste
d
ThreeDays
SevenDays
QualifyLead
QualifyLead
MoreInfo
Trigger
Trigger
Action Action
ActionAction
Delay Action
Delay Action
Open
No Open
Open
Clickthrough
NoOpen
RegisterConfirmEmail
QualifyLead
QualifyLead
Follow Up Email
SevenDays
Reminder
SevenDays
Webinar Email
Webinar Email
Download
Clickthrough
Segment
Action
Existing Member
New Member
View Web
Demo
Welcome Email
SurveyEmail
Fourteen Days
Whitepaper
Automation Can Get Pretty Advanced:
• Offer/Promotion• Signup for Newsletter• Try a Free Trial• Etc.
• Subscription Renewal• Payment Reminder• Login Reminder• Offer/Promotion
• Welcome Email• Login Info• Order Confirmation• Shipping Details• Etc.
InitialContact
Reminder(2 Wks max)
Last Chance(4 Wks max)
Memory Zone
Try AgainZone
Re-engageZone
Follow Up For A Second Chance:
Why Your Readers Leave You:
Sender Not Trusted
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
46%
23%
16%
16%
Source: CMO Council and InfoPrint Solutions Company, “Why Relevance Drives Response and Relationships: Using the Power of Precision Marketing to Better Engage Customers,” November 17, 2009
Inbox Cluttered
Receive Too Many
Not Relevant
Email Provides Data – Use It:
Click-through data
Demographic data
Geographic data
Open rate
Customer spending
Recency of purchase
Acquisition source code
Customer profitability
Customer service data
Website clickstream data
User satisfaction survey
Writing product reviews
51%
51%
47%
48%
30%
39%
28%
29%
23%
24%
21%
5%SOURCE: Q1 2009 Global Email Marketing and On-Site Targeting Online Survey, Forrester (base of 103 marketing executives)
