Email aquisition marketing

1. Email Acquisition Marketing Roadmap to Success Email Acquisition Marketing | Roadmap to Success

2. Email Acquisition Marketing | Roadmap to Success Presented By STEVEN RAO CEO – Telematch, Inc. (DBA Relevate)

3. What We Will Cover Email Acquisition Marketing | Roadmap to Success  Benefits of email marketing  Why Exact Target, Marketo, and Constant Contact will not let you run acquisition campaigns… hint: it's not because of CAN-SPAM  The difference between CRM/customer and acquisition e-mail marketing  Roadmap to Success

4. Why Email Marketing? Customer acquisition via email has quadrupled over the last 4 years. Email Acquisition Marketing | Roadmap to Success  More frequent/timely communication at substantially lower cost  Speed of execution  Feedback Loop  Faster test cycles lead to quicker campaign optimization  Your message is delivered to the right person at the right time  ROI  IT WORKS

5. Why Email Marketing? MarketingSherpa survey found 92% of the marketing leaders surveyed felt email either produces, or will produce, positive ROI. Email Acquisition Marketing | Roadmap to Success 5 60% 32% 4% 3% Email is producing a ROI. Email marketing will eventually produce a ROI. Email marketing is unlikely to produce a ROI. Other

6. Why Email Marketing? StrongMail’s 2013 Email Marketing Trend Survey on budget allocation found CMO’s allocating more budget to email marketing than any other channel. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% Email Acquisition Marketing | Roadmap to Success Email Marketing Social Media Mobile Search/SEO Advertising Trade Show/Events Direct Mail Public Relations Others % of Responders

7. What Is the Difference Between CRM/Customer and Acquisition E-mail Marketing? Email Acquisition Marketing | Roadmap to Success

8. Email Acquisition Marketing | Roadmap to Success Answer… CRM / Customer Email Marketing: Sending emails to current customers, or to those who have opted-in to receive emails from you. Think ExactTarget, Marketo, Eloqua, ConstantContact, etc. Acquisition E-mail Marketing: Sending emails to prospects and leads who have opted-in through other channels, but not for your specific offer or company. SO WHAT???

9. Can’t I Just Run My Own Acquisition Campaigns Through My Existing Service? “Our clients certify that they will use our software only to send emails to customers and prospects that have directly consented (opted-in) to receive email. They are forbidden to transmit unsolicited commercial email (spam) via our system.” ExactTarget’s Policy Email Acquisition Marketing | Roadmap to Success

10. Email Acquisition Marketing | Roadmap to Success CAN-SPAM  Clearly identify the sender in the From Line and header information.  Use a subject line that accurately represents the content of the mess  Identify the message as an advertisement, unless the recipient has previously opted in to receive emails from you  Include the physical mailing address that corresponds to the sender in the From Line  Provide a mechanism to opt out. You cannot require a subscriber to log in or visit more than a single page to unsubscribe.  Honor opt-out requests promptly. You must process an unsubscribe request within 10 days, and your unsubscribe mechanism must be operational for at least 30 days after the mailing.

11. Important Points About Open and Click-Thru Rates and How to Maximize  Open rates are artificially low – text only doesn’t get recorded  Ratio of positive engagement to negative (positive = open and click Email Acquisition Marketing | Roadmap to Success negative = spam and opt-out)  Bad engagement will lead to bad, good to good – circular  3 to 1 ratio for clicks to complaints  ISPs – monitor senders and campaigns and will route to junk mail or bounce/block the email it engagement is not acceptable  Test and learn process (don’t get discouraged)

12. Roadmap to Success Email Acquisition Marketing | Roadmap to Success  Campaign Strategy  Define Success Metrics  Target Audience  Clean Data  Engaging Creative  Expert Deployment  Analysis & Tuning

13. Roadmap to Success Email Acquisition Marketing | Roadmap to Success

14. Campaign Strategy Email Acquisition Marketing | Roadmap to Success  What are we doing?  Build the Business Case  Creative  Testing  Targeting - Who is going to click and why?  What company can help me?

16. How to Measure Success Email Acquisition Marketing | Roadmap to Success Typical email campaign reports  Number of emails delivered and %  Number of emails opened and %  Number of emails clicked and %  Opt-outs and complaint % With acquisition, you need to be a bit more precise and analytical  Calculate an ROI / REFINE  Landing page / destination views  Engagement- who, when, what and why  Purchases!

17. How to Measure Success  Daily Response  Deliverability and Response Trend  Link Engagement  Evaluate across campaigns Email Acquisition Marketing | Roadmap to Success

18. Where are you Profitable? Click-Thru Rate Interval 0.50% Open Rate Interval 0.25% Email Acquisition Marketing | Roadmap to Success Contribution Margin 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 5.5% 0.00% ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) (90,000) 0.25% ($90,000) ($87,539) ($85,078) ($82,617) ($80,156) ($77,695) ($75,234) ($72,773) ($70,313) ($67,852) ($65,391) (62,930) 0.50% ($90,000) ($85,078) ($80,156) ($75,234) ($70,313) ($65,391) ($60,469) ($55,547) ($50,625) ($45,703) ($40,781) (35,859) 0.75% ($90,000) ($82,617) ($75,234) ($67,852) ($60,469) ($53,086) ($45,703) ($38,320) ($30,938) ($23,555) ($16,172) (8,789) 1.00% ($90,000) ($80,156) ($70,313) ($60,469) ($50,625) ($40,781) ($30,938) ($21,094) ($11,250) ($1,406) $8,438 18,281 1.25% ($90,000) ($77,695) ($65,391) ($53,086) ($40,781) ($28,477) ($16,172) ($3,867) $8,438 $20,742 $33,047 45,352 1.50% ($90,000) ($75,234) ($60,469) ($45,703) ($30,938) ($16,172) ($1,406) $13,359 $28,125 $42,891 $57,656 72,422 1.75% ($90,000) ($72,773) ($55,547) ($38,320) ($21,094) ($3,867) $13,359 $30,586 $47,813 $65,039 $82,266 99,492 2.00% ($90,000) ($70,313) ($50,625) ($30,938) ($11,250) $8,438 $28,125 $47,813 $67,500 $87,188 $106,875 126,563 2.25% ($90,000) ($67,852) ($45,703) ($23,555) ($1,406) $20,742 $42,891 $65,039 $87,188 $109,336 $131,484 153,633 2.50% ($90,000) ($65,391) ($40,781) ($16,172) $8,438 $33,047 $57,656 $82,266 $106,875 $131,484 $156,094 180,703 2.75% ($90,000) ($62,930) ($35,859) ($8,789) $18,281 $45,352 $72,422 $99,492 $126,563 $153,633 $180,703 207,773 3.00% ($90,000) ($60,469) ($30,938) ($1,406) $28,125 $57,656 $87,188 $116,719 $146,250 $175,781 $205,313 234,844 3.25% ($90,000) ($58,008) ($26,016) $5,977 $37,969 $69,961 $101,953 $133,945 $165,938 $197,930 $229,922 261,914 3.50% ($90,000) ($55,547) ($21,094) $13,359 $47,813 $82,266 $116,719 $151,172 $185,625 $220,078 $254,531 288,984 3.75% ($90,000) ($53,086) ($16,172) $20,742 $57,656 $94,570 $131,484 $168,398 $205,313 $242,227 $279,141 316,055 4.00% ($90,000) ($50,625) ($11,250) $28,125 $67,500 $106,875 $146,250 $185,625 $225,000 $264,375 $303,750 343,125 4.25% ($90,000) ($48,164) ($6,328) $35,508 $77,344 $119,180 $161,016 $202,852 $244,688 $286,523 $328,359 370,195 4.50% ($90,000) ($45,703) ($1,406) $42,891 $87,188 $131,484 $175,781 $220,078 $264,375 $308,672 $352,969 397,266 4.75% ($90,000) ($43,242) $3,516 $50,273 $97,031 $143,789 $190,547 $237,305 $284,063 $330,820 $377,578 424,336 5.00% ($90,000) ($40,781) $8,438 $57,656 $106,875 $156,094 $205,313 $254,531 $303,750 $352,969 $402,188 451,406 5.25% ($90,000) ($38,320) $13,359 $65,039 $116,719 $168,398 $220,078 $271,758 $323,438 $375,117 $426,797 478,477 5.50% ($90,000) ($35,859) $18,281 $72,422 $126,563 $180,703 $234,844 $288,984 $343,125 $397,266 $451,406 505,547 5.75% ($90,000) ($33,398) $23,203 $79,805 $136,406 $193,008 $249,609 $306,211 $362,813 $419,414 $476,016 532,617 6.00% ($90,000) ($30,938) $28,125 $87,188 $146,250 $205,313 $264,375 $323,438 $382,500 $441,563 $500,625 559,688 6.25% ($90,000) ($28,477) $33,047 $94,570 $156,094 $217,617 $279,141 $340,664 $402,188 $463,711 $525,234 586,758 6.50% ($90,000) ($26,016) $37,969 $101,953 $165,938 $229,922 $293,906 $357,891 $421,875 $485,859 $549,844 613,828 6.75% ($90,000) ($23,555) $42,891 $109,336 $175,781 $242,227 $308,672 $375,117 $441,563 $508,008 $574,453 640,898 7.00% ($90,000) ($21,094) $47,813 $116,719 $185,625 $254,531 $323,438 $392,344 $461,250 $530,156 $599,063 667,969 7.25% ($90,000) ($18,633) $52,734 $124,102 $195,469 $266,836 $338,203 $409,570 $480,938 $552,305 $623,672 695,039 7.50% ($90,000) ($16,172) $57,656 $131,484 $205,313 $279,141 $352,969 $426,797 $500,625 $574,453 $648,281 722,109 Open Rate (%) Click-Thru Rate (CTR)

20. Email Acquisition Marketing | Roadmap to Success Know Your Audience To Ensure Success  Ask your provider to profile how some of your “best” customers index against some key demos like age, gender, income, family status, ethnicity and then use that information to drive initial audience selection  Match the offer to the audience  We may recommend selecting a few target audiences including:  Geoselects e.g. Zip radius;  Marketing Triggers e.g. new movers, “in-the market”  Demo Selects e.g. age, income, wealth etc.  Affinities, behavioral, and prefer e.g. sports enthusiasts, online buyer

21. Email Acquisition Marketing | Roadmap to Success The Result

23. Clean and Current Data Email Acquisition Marketing | Roadmap to Success  Email Validation Checks/fixes syntax Removed fraudulent addresses Validates the email with the various ISP to insure it’s delivery Brings the emails to ~95-97% deliverable Screen for SPAM traps and honeypots Do this as close to deployment as possible (24-48 hours)  Avoid complainers (those that click Spam) as a few (less than .2%) may derail your campaign  Make sure the e-mail address has a heart beat

25. Email Acquisition Marketing | Roadmap to Success Engaging Creative Your Email Creative can be broken down into:  From Line - 1  Subject Line - 2  Body  Above the Fold - 3  Offer/Call-to-Action - 4  Below the Fold - 5  Landing Page

26. From and Subject Lines From or Friendly From Line is the name that appears to the recipient  Use your brand or the company name whichever is most Email Acquisition Marketing | Roadmap to Success identifiable to the recipients Compelling subject lines from Recognized/Trusted Senders get Opens  Avoid: Free, Click here, Save, Cash, Bonus, Credit, Earn, Extra  Compelling, call to action phrases (e.g. Invitation)  Be careful with length (ideally less than 40 and don’t exceed 70)  Personalized and specific

27. Email Acquisition Marketing | Roadmap to Success Body of Creative  Use the real estate wisely (above the fold)  Copy should be compelling (e.g. invitation), not Spammy (e.g. Free)  Images  Alt Tags - Size / Resolution – Layout Ratio of text to images (80/20 rule)  Text version vs. image defaults and size  Mobile friendly – recent studies indicate that between 55- 65% of email is first seen on mobile devices  Spam score your creative

28. Creative Optimization Email Acquisition Marketing | Roadmap to Success

29. Optimize Engagement Email Acquisition Marketing | Roadmap to Success

30. Email Acquisition Marketing | Roadmap to Success Creative Testing Analyze and test your creative before deploying  Spam Scoring  Inbox Testing … and use split testing to maximize engagement  Creative testing  Subject line testing  Format testing

32. Email Acquisition Marketing | Roadmap to Success Delivery 4 things can happen to an email that is sent:  Hard Bounce  Recipient email address does not exist Domain name does not exist  Recipient email server has completely blocked delivery  Soft Bounce  Mailbox is full  Recipient email server is down or offline  Email message is too large  ISP filter has blocked it  Delivered to Junk Mail  Delivered to Inbox

33. Delivery Best Practices  DON’T use your primary company domain to send acquisition emails  When sending large volume campaigns  Use multiple creative for every 1mm records  This modifies creative “footprint” of the message and prevents ISP filtering which results in improved delivery rate  Throttle the delivery speed of large campaigns over a few hours so that large volumes don’t hit the ISPs at one time  Be ready, willing and able to modify your sending strategy (message/subject lines/volume) as results from just deployed campaigns become evident  Protect sending reputation and system infrastructure through full compliance with legally required email practices  Remedy complaints as quickly as possible  Meet or exceed all aspects of CAN-SPAM compliance  Cleanse lists of opt-outs and hard bounces immediately and provide information back to clients to do the same Email Acquisition Marketing | Roadmap to Success  Only send legitimate offers

34. Email Acquisition Marketing | Roadmap to Success Key Challenges  Acquisition email is egalitarian and is driven by how the public reacts and responds or not to your request for permission to communicate.  Planning and pre deployment preparation is essential and requires time and expertise  Analyze and Optimize for Engagement  Throttling and cadence is critical to insure the right pace and pattern of send to avoid getting blocked by ISPs or pushed to Spam/Junk Email folders  DON’T BLAST!

36. Review the Results and Get Better Email Acquisition Marketing | Roadmap to Success  Who clicked?  What did they click on?  When did they click?  How often did they click?  Did they complete a transaction / action?  Did you see an increase in complaint rates?  What’s your engagement ratio?

37. Analyze and Improve Email Acquisition Marketing | Roadmap to Success CASE STUDY – MAJOR MOVIE CO.  In this example we were able to double the open rates over a series of campaigns over just 45 days  More frequent but smaller deployments with longer delivery periods  Different creative versions  Stronger Call to Action  Better Placement of the Call to Action  Sent higher % of deployment records to creative versions that had better positive engagement  Filtered emails that were “likely to complain” OPEN RATES - TREND

38. Roadmap to Success Email Acquisition Marketing | Roadmap to Success  Campaign Strategy  Define Success Metrics  Target Audience  Clean Data  Engaging Creative  Expert Deployment  Analysis & Tuning

39. Email Acquisition Marketing | Roadmap to Success Questions?

40. THANK YOU AND PLEASE STAY IN TOUCH! Email us at sales@relevategroup.com or call 800-523-7346 Email Acquisition Marketing | Roadmap to Success

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