10 secrets to
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10 Secrets to. Driving Sales via Email. Stacie Stewart Director, Internet Strategies Insperra.com. Andrea Decker Director, Internet Consultants Element Fusion. 10 Secrets to Email Sales. How important is email? The ingredients of an email marketing system . - PowerPoint PPT PresentationTRANSCRIPT
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10 Secrets to10 Secrets toDriving Sales via Email
Stacie StewartDirector, Internet StrategiesInsperra.com
Andrea DeckerDirector, Internet ConsultantsElement Fusion
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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.
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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)
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Emerging Medium
Short Message Codes
Instant Messaging
18 to 34 Still Favor Email
Email 65%
Will It Be Important In The Future?
Habeas (2008)
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$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
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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)
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Does Email Work?Does Email Work?
Average Order Conversion Rate of
Email is 6%StrongMail (2007)
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Email SystemsEmail Systems
The Basic’s of Email Marketing
Andrea DeckerElement Fusion
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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
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Advance Customer IntelligenceAdvance Customer Intelligence
Quantcast.com
Demographic Profile1. Age2. Gender3. Education4. Income Level
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Advance Customer IntelligenceAdvance Customer Intelligence
Quantcast.com
Media Planner1. Read2. Search Forums3. Listen
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Advance Customer IntelligenceAdvance Customer Intelligence
TweetScan.com
Twitter Search1. Read2. Search Problems3. Listen
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Unique Value Proposition?Unique Value Proposition?
EliteSafe
Inexpensive
Brand
Hyundai
Lexus Volvo
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Increase Your ListIncrease Your List
Pop OverSubscriber Form
From 40 Emails Per Dayto 350 Emails Per Day
DPSchool.com
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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
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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
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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
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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
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Send Great “Free” ContentSend Great “Free” Content
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Send Great “Free” ContentSend Great “Free” Content
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Send Great “Free” ContentSend Great “Free” Content
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Send Great “Free” ContentSend Great “Free” Content
Screen clipping taken: 11/5/2008, 9:53 AM
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Marketing FunnelMarketing Funnel
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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
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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
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Keys To Influence
Yes
RECIPROCITY
Weapons of Influence
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Keys To Influence
Yes
RECIPROCITY
SCARCITY
Weapons of Influence
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Keys To Influence
Yes
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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Keys To Influence
Yes
ConsistencyRECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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Keys To Influence
Yes
Consistency
Liking
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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Keys To Influence
Yes
Consistency
Liking
Social Proof
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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.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
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Seasonal, OccasionTopical
New Year’sResolution
Economy
Birthday Christmas
Good Excuse To Send
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Shipping Notifications
Receipts, Order Confirmations
Customer Service Questions
Mortgage, Utility Bills
91%
77%
76%
48%
Transactional EmailsTransactional Emails
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Transactional EmailTransactional Email
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Transactional EmailTransactional Email
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.71%M essage
Quality ScoreEmail
Box
IP Address
Content9%
Email SenderReputation
Inbox Denial
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Design for RealityDesign for Reality
Optimize for “Preview Pane” and Image Blocking
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Preview SnippetPreview Snippet
• Reiteration of main content headlines (value proposition, calls to action)
• Link to view the email with images
• White list instructions