keynote: new email marketing research€¦ · em@il summit ‘07 keynote: new email marketing...

Em@il Summit ‘07

Keynote: New Email MarketingResearch

Anne HollandPresidentMarketingSherpa

Stefan TornquistResearch DirectorMarketingSherpa

Flint McGlaughlinDirectorMEC Labs

Monday, March 5, 2007

Sorry, No Black Berry or cellphone use during

presentations

The Good News

12% 13%

35%

38%

2%

0%

10%

20%

30%

40%

Significant

decline

Slow decline Stable Slow increase Significant

increase

© 2007 MarketingSherpa Inc.© 2007 MarketingSherpa Inc.

List Growth

List Growth

List Growth

2006 GoldenMouse winner

Opt-in Campaigns

Opt-in Campaigns

Your Opt-ins

© 2007 MarketingSherpa Inc.

Welcome Messages

Welcome within72 hours

55%

© 2007 MarketingSherpa Inc.

Contentbeyond

‘welcome’36%

Welcome Messages

Content beyond‘welcome’ 36%

© 2007 MarketingSherpa Inc.

2006 GoldenMouse winner

Welcome Messages

2006 SilverMouse winner

Welcome Messages

Source: MarketingSherpa, StrongMail & SurveySampling International, January 2007

Transactional Email

Source: MarketingSherpa & Accupoll, 2005

Transactional Email

Source: MarketingSherpa, StrongMail & SurveySampling International, 2005 & 2007

Transactional Email

Transactional Email

Source: ReturnPath 2006

100% 100%77%

40% 80%

Reputation

#1 - Slash your list

#2 - Third Parties & CAN-SPAM

#3 - Rendering

Reputation Fixes

Your Programs

Eyetracking

Eyetracking

Eyetracking

Eyetracking

Eyetracking

Eyetracking

Viewing & Rendering

Viewing & Rendering

Viewing & Rendering

Viewing & Rendering

Viewing & Rendering

The Winner is…

Top Creative Tests

-2

0

2

4

6

8

10

12

14

16

18

Conversion-to-Sale

1Jun06

1Jul06

1Aug06

1Sep06

1Oct06

1Nov06

1Dec06

1Jan07

1Feb07

1 The period of time is May 8, 2006 – Feb 1, 2007.2 The sampling is for virtually identical product sets.3 The data points represent change in sales.

The Study

1 The period of time is May 8, 2006 – Feb 1, 2007.2 The sampling is for virtually identical product sets.3 The data points represent change in sales.

The Focus

-2

0

2

4

6

8

10

12

14

16

18

Conversion-to-Sale

1Jun06

1Jul06

1Aug06

1Sep06

1Oct06

1Nov06

1Dec06

1Jan07

1Feb07

Urgency Dates

Percentage

Change in Sales

5/8 - 5/28

Factor A 5/29 - 5/31 685.35%

6/1 - 6/12 -93.92%

Factor B 6/13-6/15 1100%

6/16 - 7/16 -96.33%

Factor B 7/17 - 7/20 809%

7/21 – 8/27 -91%

Factor A 8/28 – 8/31 1567%

9/01 – 9/11 -80%

Factor B 9/12 – 9/14 270%

9/15 – 10/26 -76.58%

Factor A 10/27 – 10/31 208%

11/1 – 11/12 -76%

Factor B 11/13 – 11/16 633%

11/17 – 12/19 -57.41%

Factor A 12/19 – 12/31 61%

01/01 – 01/29 -30.48%

Factor B 01/30 - 02/01 639%

The Differential

685%

1,100%

809%

1,567%

The Differential

Wherein:“Ece” = E-mail Campaign Effectiveness“lq” = List Quality“or” = Offer Relevance“bc” = Body Copy“it” = Intrinsic Timing (Send Times and Urgency)“ef” = “Envelope” Fields (“Subject” and “From” Fields)“dr” = Deliverability Rate

1This is a formula that is still in development. It will be finalized at the conclusion of the research project. All rightsto this formula belong to MECLabs LLC.

The Index

ECE = 3lq + 2or + 2bc + 2it + ef + dr ©

1.Opt-in forms2.Welcome messages3.Transactional emails4.Reputation5.Design & Rendering6.Landing pages

Summary

32 Brands/SpeakersLabsClinicLoungeGalaOffice politics

Thank You

Anne Holland

MarketingSherpa

aholland@MarketingSherpa.com

Stefan Tornquist

MarketingSherpa

stefant@MarketingSherpa.com

Flint McGlaughlin

MEC Labs

director@meclabs.com