10 secrets to driving sales via email stacie stewart director, internet strategies insperra.com...
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10 Secrets to10 Secrets toDriving Sales via Email
Stacie StewartDirector, Internet StrategiesInsperra.com
Andrea DeckerDirector, Internet ConsultantsElement Fusion
10 Secrets to Email Sales10 Secrets to Email Sales
• How important is email?
• The ingredients of an email marketing system.
• 10 incredibly obvious secrets which could impact your email sales this holiday season.
26%
40%
43%
66%
45%
PreferredWrittenComm.
BetweenFriends
43% first thing in the morning
40% middle of the night.
26% in bed
Check Email
Prefer Email
How Important Is Email?How Important Is Email?
ExactTarget, "2008 Channel Preference Survey" (2008)
Emerging Medium
Short Message Codes
Instant Messaging
18 to 34 Still Favor Email
Email 65%
Will It Be Important In The Future?
Habeas (2008)
$7
$22
$57Other IM $22.52
For Every Dollar Spent
Does Email Deliver ROI?Does Email Deliver ROI?
Emails $57.25
Catalogs $7.08
Direct Marketing Association
Does Email Work?Does Email Work?
73% of consumers said they'd made an online purchase as a
result of receiving an email offer.
Epsilon (2007)
Does Email Work?Does Email Work?
Average Order Conversion Rate of
Email is 6%StrongMail (2007)
Email SystemsEmail Systems
The Basic’s of Email Marketing
Andrea DeckerElement Fusion
Top Ten Email SecretsTop Ten Email Secrets
1. How To Get Advance Customer Intelligence2. What Is Your Unique Value Proposition3. How To Increase Your Email List4. Subject Lines; From Lines and Landing Pages5. Weapons Of Influence6. How To Avoid List Fatigue7. Perfect Excuses To Hit Send8. Hidden Email Profit Potential9. Number One Enemy10.Designing For A New Reality
Advance Customer IntelligenceAdvance Customer Intelligence
Quantcast.com
Demographic Profile1. Age2. Gender3. Education4. Income Level
Advance Customer IntelligenceAdvance Customer Intelligence
Quantcast.com
Media Planner1. Read2. Search Forums3. Listen
Advance Customer IntelligenceAdvance Customer Intelligence
TweetScan.com
Twitter Search1. Read2. Search Problems3. Listen
Unique Value Proposition?Unique Value Proposition?
EliteSafe
Inexpensive
Brand
Hyundai
Lexus Volvo
Increase Your ListIncrease Your List
Pop OverSubscriber Form
From 40 Emails Per Dayto 350 Emails Per Day
DPSchool.com
Prefer
57%
57%
61%
72%
What Do Subscribers Want
50%
How Increase Email ListHow Increase Email List
72% Privacy
Marketing Sherpa’s Email Report 2008
Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
50%
How Increase Email ListHow Increase Email List
72% Privacy
Marketing Sherpa’s Email Report 2008
Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
50%
How Increase Email ListHow Increase Email List
72% Privacy
57% Control Frequency
Marketing Sherpa’s Email Report 2008
Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
57% Great Content
How Increase Email ListHow Increase Email List
72% Privacy
57% Control Frequency
Marketing Sherpa’s Email Report 2008
Send Great “Free” ContentSend Great “Free” Content
Send Great “Free” ContentSend Great “Free” Content
Send Great “Free” ContentSend Great “Free” Content
Send Great “Free” ContentSend Great “Free” Content
Screen clipping taken: 11/5/2008, 9:53 AM
Marketing FunnelMarketing Funnel
Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
57% Great Content
50% First Look at New Products
50%
How Increase Email ListHow Increase Email List
72% Privacy
57% Control Frequency
Marketing Sherpa’s Email Report 2008
Put A Name To The Face
Consistent With Offer
Clear, Relevant, Question, How To
SubjectLines
FromLines
LandingPages
Sale
Get The Open, Get The SaleGet The Open, Get The Sale
Keys To Influence
Yes
RECIPROCITY
Weapons of Influence
Keys To Influence
Yes
RECIPROCITY
SCARCITY
Weapons of Influence
Keys To Influence
Yes
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
Keys To Influence
Yes
ConsistencyRECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
Keys To Influence
Yes
Consistency
Liking
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
Keys To Influence
Yes
Consistency
Liking
Social Proof
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
.04 OptOut Rate
2.2 X During Holiday
40% Opt Out Due To Frequency
45% Want Weekly
50% Opt Out Due To Content No
Longer Relevant
Increase Your Email Sends
Seasonal, OccasionTopical
New Year’sResolution
Economy
Birthday Christmas
Good Excuse To Send
Shipping Notifications
Receipts, Order Confirmations
Customer Service Questions
Mortgage, Utility Bills
91%
77%
76%
48%
Transactional EmailsTransactional Emails
Transactional EmailTransactional Email
Transactional EmailTransactional Email
.71%M essage
Quality ScoreEmail
Box
IP Address
Content9%
Email SenderReputation
Inbox Denial
Design for RealityDesign for Reality
Optimize for “Preview Pane” and Image Blocking
Preview SnippetPreview Snippet
• Reiteration of main content headlines (value proposition, calls to action)
• Link to view the email with images
• White list instructions
