Blue Sky Factory: Shake & Bake Your Email Campaigns into 2010
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DJ Waldow and Joanna Lawson-Matthew of Blue Sky Factory discuss tactics to ensure that your 2010 Email Marketing strategy is in place and ready to "shake and bake."
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Blue Sky Factory: Shake & Bake Your Email Campaigns into 2010
- 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Shake & Bake Your Email Campaigns Into 2010 Joanna Lawson-Matthew & DJ Waldow November 5, 2009 1:00 to 1:45 PM ET Twitter: #bsfwebinar Copyright 2009 Blue Sky Factory
- 2. Your MCs (DJs?) Joanna Lawson-Matthew Senior Account Manager DJ Waldow Director of Community Location: San Francisco Location: Salt Lake City Copyright 2009 Blue Sky Factory
- 3. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your email marketing campaigns with Publicaster ( That’s the name of our application) Copyright 2009 Blue Sky Factory
- 4. 30-45 Minutes of Education and Fun! 1. Review & Reflect 2. Email Marketing Strategy 3. Remember the Holidays 4. Shake & Bake, Baby! 5. ESP / ISP Relations 6. Review Other Components 7. Q & A Copyright 2009 Blue Sky Factory
- 5. Review & Reflect Copyright 2009 Blue Sky Factory
- 8. Review & Reflect Copyright 2009 Blue Sky Factory
- 11. Email Marketing Strategy Copyright 2009 Blue Sky Factory
- 13. Email Marketing Strategy Copyright 2009 Blue Sky Factory
- 15. Sales and/or Promotion Copyright 2009 Blue Sky Factory
- 17. Alert and/or Notification Copyright 2009 Blue Sky Factory
- 19. Survey Copyright 2009 Blue Sky Factory
- 21. Informational and/or Newsletter Copyright 2009 Blue Sky Factory
- 24. Remember the Holidays Copyright 2009 Blue Sky Factory
- 26. Remember the Holidays Smith-Harmon “Retail Email Guide to the Holiday Season” http://www.smith-harmon.com/ Copyright 2009 Blue Sky Factory
- 27. Remember the Holidays Smith-Harmon “Retail Email Guide to the Holiday Season” http://www.smith-harmon.com/ Copyright 2009 Blue Sky Factory
- 30. Remember the Holidays Copyright 2009 Blue Sky Factory
- 31. Remember the Holidays Photo Credit: http://www.retailemailblog.com/2009/02/season-finale-christmas-2008.html (Chad White) Copyright 2009 Blue Sky Factory
- 32. Shake & Bake, Baby! Copyright 2009 Blue Sky Factory
- 34. A|B Testing Copyright 2009 Blue Sky Factory
- 35. A|B Testing Copyright 2009 Blue Sky Factory
- 36. A|B Testing What to test... 1. Day 2. Time 3. Subject line 4. Creative 5. Call-to-action 6. List 7. (Everything, but one variable at a time) Copyright 2009 Blue Sky Factory
- 37. Creative/Template Refresh Copyright 2009 Blue Sky Factory
- 38. Creative/Template Refresh Copyright 2009 Blue Sky Factory
- 39. Rendering Copyright 2009 Blue Sky Factory
- 40. Rendering Copyright 2009 Blue Sky Factory
- 41. Timely. Targeted. Relevant. Permission. The Secret to Successful Email Marketing Copyright 2009 Blue Sky Factory
- 42. Timely. Targeted. Relevant. Permission. Copyright 2009 Blue Sky Factory Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
- 44. Timely. Targeted. Relevant. Permission. Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf Copyright 2009 Blue Sky Factory
- 45. Timely. Targeted. Relevant. Permission. Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf Copyright 2009 Blue Sky Factory
- 46. Timely. Targeted. Relevant. Permission. Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/Ecommerce_Study_v030509.pdf Copyright 2009 Blue Sky Factory
- 47. ESP / ISP Relations Copyright 2009 Blue Sky Factory
- 49. Domain / IP Reputation Copyright 2009 Blue Sky Factory
- 50. Account Managers The lovely female voice you hear Copyright 2009 Blue Sky Factory
- 51. What Can Your ESP Do For You? Photo Credit: Wikipedia Copyright 2009 Blue Sky Factory
- 52. What Can Your ESP Do For You? *This is not a real quote. I heard it from a B-school professor once. I believed him . *"Microsoft Word 'power users' use <2% of the application's features." Copyright 2009 Blue Sky Factory
- 56. Review Other Components Copyright 2009 Blue Sky Factory
- 58. Review Other Components - Opt-in Process Copyright 2009 Blue Sky Factory
- 60. Review Other Components - Welcome email Copyright 2009 Blue Sky Factory
- 62. Review Other Components - Transactional emails Copyright 2009 Blue Sky Factory
- 63. Review Other Components - Transactional emails Copyright 2009 Blue Sky Factory
- 65. Review Other Components - Landing pages Not-so-subtle sales pitch: Interested in this offer? Enter Now Copyright 2009 Blue Sky Factory
- 67. Almost Done… Copyright 2009 Blue Sky Factory
- 70. Stay Connected Joanna Lawson-Matthew Senior Account Manager [email_address] @joannalm www.blueskyfactory.com blog.blueskyfactory.com @blueskyfactory Thank You! Please submit your questions now. DJ Waldow Director of Community [email_address] @djwaldow Copyright 2009 Blue Sky Factory
Editor's Notes
- Review individual campaigns as well as campaign series. DJ will talk about the different types of campaigns later.
- You should know the answers to these questions; you should know your email results Should be measuring results on your campaigns
- Plan ahead If you didn't measure in 2009, start measuring for 2010 now!
- *Trade show question
- Post-2009 holiday emails include: sales (New Year sales, gift card redemption, accessories), thank yous to clients/customers
- An example of a campaign series (Blue Nile's 23 Days of Christmas)
- Top 10 busiest email days of 2008 (thanks to Smith Harmon)
- Try a campaign series leading up to a smaller holiday? Not always about the sale, try something different, be a resource for your subscribers
- Be a holiday resource for your subscribers (not just Christmas either). Try a “back to school” tips email for Labor Day, or “10 fun and economical ideas for Halloween costumes”. Remember to make it work for your company.
- * Joanna to talk about test strategy and results
- Talk about survey results (ARC, SWYN)
- We know there’s a lot of info, we want you to print out this webinar and use as a resource
- * Example of client welcome email (or another company)
- For U.S. email marketers, CAN-SPAM defines a &quot;transactional or relationship message&quot; as any email &quot;facilitating, completing or confirming a previously agreed upon transaction.&quot; The law permits what it calls &quot;dual-use&quot; messages, which combine transactional and promotional content, as long as the transaction remains the email's &quot;primary purpose,&quot; with the subject line and message body emphasizing the transaction.
- Should be only one clear CTA on each landing page, make it easy for your subscribers