BlueHornet Presentation to San Diego AMA
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This presentation was given to members of the San Diego AMA on Thursday, May 17th at UCSD Extension Campus in San Diego, CA.
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BlueHornet Presentation to San Diego AMA
- 2. Helping b2b and b2c companies Ryan Phelan maximize their use of email, Vice President, Strategic Services social and mobile strategies to BlueHornet increase revenue and extend @ryanpphelan customer lifetime value.
- 3. past keynotes past conferences Think your program your goals your challenges your customer
- 4. 1,000 CONSUMERS • U.S. Based Consumers • 77% own a smartphone • Selected ages between 18 and 45 • 79% were employed • Diverse ethnic mix • 77% earned $35,000+ • 35% live in urban area; 65% in suburb
- 5. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 6. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000 © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 7. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000 © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 8. • See the results of our survey • Listen to what consumers really think about email • Learn from Ryan on actionable strategies
- 10. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000 © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 11. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000 © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 12. Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for email
- 13. • Incorporate preference centers into your welcome process • Don’t take advantage of the trust • Test pricing and discount strategies in your emails • Test calls to action between “Learn More” and “Buy Now”
- 15. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000 © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 16. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 17. 75% of consumers expect to receive a welcome email
- 18. • Make sure that you have a welcome email sent instantly after registration • During registration, test asking what they want out of the relationship • Cadence should be rooted in relevant content to the consumer at each phase of development • Don’t bombard the consumer
- 20. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 21. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 22. 69% of consumers delete emails that don’t look good on a mobile device
- 23. • Don’t be lazy marketers, optimize your emails for mobile devices • Use effective subject lines and pre-header text to assist in the “triage” • Use segmentation to group mobile users from desktop users and track performance • Over half of respondents triage email
- 25. © Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000 © Digital River Inc. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
- 26. Relevance and Frequency continue to be the primary reasons for Unsubscribe
- 27. • Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe • Think strategically first, tactically second about your email program • Make sure your emails provide value • Use segmentation to send engaged groups emails – utilize Win-Back Programs
- 28. • Think strategically first, tactically second about your email program • Make sure that you have a welcome email sent instantly after registration • Cadence should be rooted in relevant content to the consumer at each phase of development • Don’t be lazy marketers - optimize your emails for mobile devices
- 29. There are real people getting your emails – don’t forget that
Notas do Editor
- Think – how many times have you been to a conference and seen a lot of case studies and stats. How many times have you seen keynotes that get you all excited and energetic about being in email marketing yet there’s no action items.Stats and motivation that drone on and on with no application to the struggles and successes that email markers have – well, we have a treat for you this morning.
- First, yes, this presentation will have stats but more than that. Your iPads should have a full charge cause you’re going to take a lot of notes. We conducted a consumer survey of 1000 consumers across the United States about how they USE email. What do consumers think about what we do? It’s all a mystery. We all try to think about the consumer and get inside their head. Funny thing is, we miss the mark so many times…So we are going to focus today on the voice of the consumer to help you make your email program better!Stats like….Make sure that focus, fans, Advocates is a part of the talk trackDon’t say right
- Like this. In our study, 28% of consumers check their personal emails 1-3 times a day. That’s while their at work folks. Now, the really surprising thing is that 24% of people don’t. *****In another question that we asked, 37% of respondents said they check their social sites 1 to 3 times a day while at work.WOWOr how about this…
- 39% of consumers have two email accounts. So there is a competition to get not only into their inbox, but their primary inbox.
- There’s always been a lot of talk about eAppending. 75% of consumers indicated that it’s NOT ok for them to be signed up for emails they did not request.Sure, we could talk about stats all day. Shar has a ton of that information too, but what would it do to help? Not much.So what we also did was ask consumers…………………in person………………………..on camera
- So, finally, we’re going to in this presentation discuss what Shar and I think about what we are reading and seeing and provide you tangable and actionable content. This is what you’re going to take back to the office.This is not your typical keynote. We’re not your typical presenters. You’ve got an infographic in front of you. If you will look at that, it looks out of focus. If you reach under your chair, there’s something that will help you bring everything into focusHow cool is that?????????Oh, and one more thing. Audience participation. I’m going to ask you what’s on your infographics, cause everyone has different ones. So let’s begin
- General introduction about how acquisition is a large focus….
- First, let’s think about what consumers will provide to us.Consumers will provide information as is need to drive a relevant conversation.Year of birth - surprising
- Discounts?WOWLook at 56%Now Shar, what do you think?
- This is where Shar and Ryan will discuss the video content and wrap up the section
- This is where Shar and Ryan will discuss the video content and wrap up the section
- INFOGRAPHIC CALLOUT!If the email that you receive looks bad, does that influence your perception of the brand?
- One of the reasons we got in the interviews? They thought it might be spam or a virus.
- This is where Shar and Ryan will discuss the video content and wrap up the section
- INFOGRAPHIC CALL OUT - When you unsubscribe, what is the primary reason?
- This is where Shar and Ryan will discuss the video content and wrap up the section