Transcript Why Email Marketing?

Growing Your Digital Audience
and Revenue with Email
HSPA Annual Conference
Allen Hammer
Business Development Manager
Delivra
Agenda
• What is Email Marketing?
•
•
•
Types
Why Email Marketing
Demand & Opportunity Cost
• Key Tactics
•
•
•
•
Personalization
Automation
Mobile Responsiveness
Cart Abandonment
Email Marketing Overview
What is Email Marketing?
New Marketing
Offers / Promotions
Email
Confirmations
Form Submissions
“Thank-You”
Event
Invitations
Product Information
Emails
Internal
Updates
Newsletters
Lead Nurturing
Emails
Rule of Thumb: Email Marketing includes any commercial email sent
from business to consumer
Where Email Wins
Why do marketers love email?
Additional sales to existing clients and customers is the most reliable way to increase revenue. Email
Marketing is the channel best suited to grow revenue by increasing customer satisfaction and loyalty through
targeted messages.
Why Email Marketing?
Speed
Delivery
Cost
Ease of Use
Why Email Marketing?
Email is How Consumers Want You to Communicate
Law of Demand:
70% of US Consumers say email is their preferred method of
communication from businesses.
Law of Demand:
95% of those who opt into email messages from brands find
these messages somewhat or very useful.
Data: Swiftpage.com
Why Email Marketing?
Opportunity Cost:
The average ROI for every $1 invested in email
marketing was $40.56
Data: Swiftpage.com
Impact on Other Marketing
What happens to your leads from other marketing
channels that do not immediately convert?
What impact could be made by staying in front of
leads with longer buying cycles using personal,
targeted emails?
Email Marketing Key Tactics
Segmentation and Dynamic Content
Relevant content is KEY in successful email marketing campaigns.
Relevancy can be created by sending personalized messages to
segmented groups within your overall subscriber lists.
Segmentation and Dynamic Content
According to MailChimp’s review of their customer data, when comparing “segmented” campaigns to
non-segmented campaigns, they found …
Opens
14.47% higher than non- segmented campaigns
Unique Opens
10.55% higher than non-segmented campaigns
Clicks
58.89% higher than non-segmented campaigns
Abuse Reports
6.40% lower than non-segmented campaigns
Unsubs
7.88% lower than non-segmented campaigns
Automation & Lead Alerts
Consider Drip Campaigns
Jupiter Research found behavioral targeting can
increase open rates by more than 50% and
increase conversion rates by more than 350%.
Marketo found that when lead nurturing
campaigns included behavioral targeting,
open rates rose 57%.
VB Insight found that 80% of marketing automation users saw their number of leads increase and
77% saw the number of conversions increase.
Mobile Responsive Templates
Now more than ever it’s IMPERATIVE to have mobile
friendly email templates
As a consumer, what effects do you
encounter when an email is not mobile
responsive? How do you react?
Litmus - Email Client Market Share
Mobile Responsive Templates
Impact Story: Shubert Ticketing
26% Increase to CT%
20% Increase to CTO%
47% Increase to CT to Ticket %
101% Increase to Dollars Sold
Data: The Shubert Organization
Cart Abandonment
Why are abandoned cart emails key to ecommerce success?
67.45% of online
shopping carts are
abandoned before the
customer completes a
sale..
54%
of
shoppers will purchase
products left in shopping
carts, if those products
are offered at a lower
price.
Nearly half of all
abandoned cart emails are
opened and over a third of
clicks lead to purchases
back on site.
Closing
Recap
• What is Email Marketing?
•
•
•
Types
Why Email Marketing
Demand & Opportunity Cost
• Key Tactics
•
•
•
•
Personalization
Automation
Mobile Responsiveness
Cart Abandonment
Action Item:
How can you upgrade your
lead nurture and client
experience?
Questions?
Allen Hammer
Business Development Manager
Delivra
[email protected] | 317.348.3151
Thank You!