Transcript PowerPoint Presentation - The eMarketing Association

David D. Chitester
CEO, Pay Per Visit Email
David D. Chitester
CEO, Pay Per Visit Email
17427 Bridge Hill Ct. Suite I
Tampa, Florida 33647
[email protected]
www.PayPerVisitEmail.com
• Customer Related Innovation
• Content Innovation
• Conceptual Innovation
Customer Related
Innovation
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•
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•
Integration
Behavior
Microsegmentation
Profiling
Customer Related Innovation
• Integration
• Website
• CRM
• Social Media
• Wyndham Rewards
• “Excuse to Escape” Campaign
• MarketingSherpa Best Email
Innovation – Honorable Mention
Customer Related Innovation
• Wyndham Rewards “Excuse to Escape”
• Acxiom – strategy and creative
• Create auto excuses for not
attending holiday functions
• Drop down menu
• Generated a comical postcard
• Shared through email, Facebook,
Evite, & 30 other social networks
Customer Related Innovation
• Wyndham Rewards “Excuse to Escape”
• 10,741 visits to the landing page
• 205 new “likes” on Facebook
• Engaged members with a viral
campaign and brand exposure
Customer Related Innovation
• Behavior
• Actions taken
• Opens, clicks
• Website activity
• Monarch/RedEye
• Remarketing Campaign
• Finalist - Econsultancy Innovation
Award for Email Marketing
Customer Related Innovation
• Monarch/RedEye Remarketing Campaign
• Captured data on destinations users
searched on website
• Sent email with dynamic content
targeted to that destination
• 3 templates, 1, 3, 7 days after search
Customer Related Innovation
• Monarch/RedEye Remarketing Campaign
• Open rate 56.3%
• 34.37% CTR
• 6% conversion rate
• 6,000 bookings in 60 days
• ROI of 17,257%
Customer Related Innovation
• Microsegmentation
• Geolocation
• Interests
• Activities
• Engagement
• Leaders
• Sailthru
• optivo
Customer Related Innovation
• Sailthru – Horizon & Smart Lists
• Interest perception engine
• Uses clickstream data
• Hyperpersonalization
• Automates email by relevancy
• Dynamic subject line & content for
each individual user
• Increases open & CTR by 55%
Customer Related Innovation
• optivo – Click Profiling
• Finalist - Econsultancy Innovation
Award for Email Marketing
• Uses click data
• Hyperpersonalization
• Blocks of email content are only
shown to recipients who clicked on
a certain link in a previous email
Content Related
Innovation
• Real Time Content
• Video
• Testing
Content Related Innovation
• Real Time Content
• Refreshed on open
• Geolocation for content
• Up to date remaining items
• Time left to buy
• e-Dialog/British Air
• “Winter Sun” Campaign
• Winner - Econsultancy Innovation
Award for Email Marketing
Content Related Innovation
• e-Dialog/British Air “Winter Sun”
• Dynamic targeting of content
• Live weather report within email
• Location based
• Temperatures and prices
Content Related Innovation
• Video
• Animated GIFs
• Adobe Photoshop and media server
• Bypasses inbox restrictions
• Hotmail Active Views
• Include link to YouTube player
• Player will render in the email
• Video is available in the email
Content Related Innovation
• Testing
• Is A/B testing flawed?
• Results from a single campaign sent
to a specific list at a certain time is not
likely to repeat
• Advanced data modeling
• LiveIntent’s Predict Decisioning
Engine
Content Related Innovation
• LiveIntent’s Predict Decisioning Engine
• Learns as you send out email
• Uses action taken by openers in real
time
• Learns which creatives perform best
in each segment
• Campaigns are optimized in real time
based on actual performance
Conceptual
Innovation
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Triggered Email
Device Rendering & Reporting
Pay Per Click Email
Priority Inbox
Conceptual Innovation
• Triggered Email
• Sent based on a meaningful change
in customer behavior or profile
• Two Types
• Action based
• Recurring
• Rabbit eMarketing
• Birthday Campaign
• MarketingSherpa Best Email
Innovation – Silver Award
Conceptual Innovation
• Rabbit eMarketing Birthday Campaign
• 3 step triggered email campaign to
increase customer loyalty
• Cake recipes 6 days before birthday
• Second email at midnight of
birthday
• Third email evening of birthday
asked how they liked the cake
Conceptual Innovation
• Rabbit eMarketing Birthday Campaign
• Unsubscribe rate was 0%
• Open rates were 59.4%, 59.5%,
and 44.86%
• Photos of cake shared on rabbit
Facebook fan page
• Numerous thank you emails
Conceptual Innovation
• Device Rendering & Reporting
• Identify email program used to
open email (Outlook, Gmail, etc.)
• Identify device used (iPhone,
Blackberry, etc.)
• Litmus
• Used by Exact Target, MailChimp,
CheetahMail
• 30,000 email clients & 30 million
email previews
Conceptual Innovation
• Litmus
• Send email design to Litmus
• Upload HTML or
• Send test mail
• Previews across more than 30
email clients and devices in
minutes
• See screenshots of how the email
looks across all major email clients
Conceptual Innovation
• Pay per click email
• Sender pays for clicks to its website
rather than for emails sent
• Mitigates the risk of email
marketing
• Pay Per Visit Email
• Finalist - Econsultancy Innovation
Award for Email Marketing
Conceptual Innovation
• Pay Per Visit Email
• Create email or upload HTML
• Load list
• Send
• After 7 days, you are charged for
the number of clicks to your
website
Conceptual Innovation
• Priority Inbox
• Email client attempts to learn what
the email user values as important
• Lies within the email interface itself
• Ranking mechanism is highly
personal
• Google Gmail
• “The Learning Behind Gmail
Priority Inbox”
Conceptual Innovation
• Google Gmail Priority Inbox
• Attempts to alleviate information
overload by learning a per-user
statistical model of importance
• Ranks email by the probability that
a user will act on that email
• Performs real time ranking
Conceptual Innovation
• Priority Inbox - What Actions Should
Email Senders Take?
• Encourage replies
• Encourage forwarding
• Use time sensitive tactics
• And, as always, engage the
recipient
• Customer Related Innovation
• Content Innovation
• Conceptual Innovation
• What About the Emailer?
Email Marketing Census 2012
Econsultancy in association with Adestra
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Published in March 2012
Yearly since 2007
Over 800 digital marketers
Companies, ESPs and Agencies
Email Marketing Census 2012
Econsultancy in association with Adestra
• Testing:
• Only 31% test regularly
• 41% don’t test or test infrequently
• Segmentation
• 38% do not and don’t intend to
perform basic segmentation
Email Marketing Census 2012
Econsultancy in association with Adestra
• Triggers
• 37% send no email at all based
upon triggers
• Only 31% send welcome email
• Only 28% send site visit or sign up
email
• Only 9% send date notification
email such as birthdays
Email Marketing Census 2012
Econsultancy in association with Adestra
• Social Media
• Only 9% say their social media
marketing is well integrated with
email
• Only 25% say they are successful in
generating social media interest
through email
Email Marketing Census 2012
Econsultancy in association with Adestra
• Reporting
• Only 19% say their CRM is well
integrated with email
• Only 17% say their web analytics is
well integrated with email
Email Marketing Census 2012
Econsultancy in association with Adestra
• Mobile
• Almost 40% describe their strategy
for optimizing email marketing for
mobile as “non-existent”
• Only 3% say their mobile marketing
is well integrated with email
• 48% don’t know how much email
sent is read on mobile
Email Marketing Census 2012
Econsultancy in association with Adestra
• Priority Inbox
• Only 3% optimize for priority inbox
• 26% don’t know
Email Marketing Census 2012
Econsultancy in association with Adestra
• And Finally:
• Only 40% of responding companies
use their email service provider for
anything more than the basic
broadcast of email
In Conclusion:
• There have been significant recent
innovations in email marketing
• But the majority of email marketers
are not using them
References
Douglas Aberdeen, Ondrej Pacovsky, and Andrew Slater. The Learning Behind Gmail Priority Inbox
Bronto. Automate, Increase Engagement, & Drive Revenue with Triggered Messages
Bronto. Email Marketing in 2011: 5 Strategies to Deploy Now
Brian Carroll. Email Marketing: Where’s the Innovation?
Alex Cowles. Innovation Within Email Marketing: Fighting the Regression
David Daniels. Innovations in Email, the 2011 Edition
Econsultancy in association with Adestra. Email Marketing Census 2012
Econsultancy. Innovation Awards 2012 Shortlist
e-Dialog. e-Dialog Global Perspectives 2011
Brian LaRue. Infographic: Who’s Pushing Innovation in Email Marketing?
MarketingSherpa, sponsored by responsys. Marketing Sherpa Email Awards 2012
MarketingSherpa, sponsored by Bronto. Benchmark Report: 2012 Email Marketing
Ari Osur, Emily Riley and James McDavid and Forrester Research. Emerging Innovations in Email Marketing
Silverpop. 7 Marketing Trends to Watch in 2012
Andrew Warren-Payne. Email census: only 3% of companies optimise for priority inbox
And special thanks to www.null-hypotheses.co.uk for the quotes on things that will never work.