Email marketing is the most effective channel in terms of ROI according to the Direct Marketing Association. But even so, few organizations are making the most of their email marketing efforts. If you’re looking to make REAL improvements in performance here’s where to start. Join Jeanne Jennings for this fast-paced Webinar with practical advice you can start leveraging as soon as the Webinar is over. Join us and you’ll learn about: >>> Data o The 4 ways you should be gathering it o A multitude of ways you can use it to boost response >>> Technology o The 1 feature that will improve your team’s productivity as well as your bottom-line results o The biggest reason that technology doesn’t deliver as anticipated – and how to address it >>> Testing o The 15 types of marketing tests you should be doing o A simple way to ‘bake’ testing into your regular marketing program You will leave the Webinar with an increased enthusiasm for email marketing – and with enough ideas to become an email marketing rock star in your organization.

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Webinar brought to you by…
Leader in B2B
Email Marketing

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FEATURED SPEAKER
Jeanne Jennings
Managing Director, Digital Marketing
Digital Prism Advisors LLC
JJennings@dprism.com
Twitter: @JeaJen | Blog: www.JeanneJennings.com
www.dprism.com
MODERATOR
Eryn Branham
Pinpointe On-Demand, Inc.
ebranham@pinpointe.com
800-920-7227
Email Marketing Expert named one of the:
•World’s Top 50 Email Marketing Influencers (Cision,
July 2014)
•Top Email Marketing + Design Thought Leaders on
Twitter (Litmus, January 2015)

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Before We Start…
The webinar is being recorded!
Questions
•Please post questions in the GoToWebinar questions panel
•We will try to work questions into the presentation
•Any unanswered questions will be answered after the webinar
Additional Information
•You’ll be emailed a link to the webinar (plus slides) in 1-2 days
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For Today’s Attendees
From Pinpointe
•Free – 1 month of Pinpointe Email Marketing service
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 http://www.pinpointe.com/getstarted
 Use coupon code PPTWEBNR in your shopping cart

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7. 7 @JeaJen @dprism1
Me

8. 8 @JeaJen @dprism1
20+ Years
Digital
Marketing
Strategy,
Tactics and
Creative
Direction
Great Brands
as Clients
Me

9. 9 @JeaJen @dprism1
Strengths
The successful marriage of:
Sound, cohesive
digital business
strategies
Effective
technology tool
selection
Digitally-enabled
process
improvement
Opportunities
Customers:
new customers,
improved
satisfaction,
incremental sales
Markets:
adjacent markets,
new markets, market
share improvement
Products:
bundling and
unbundling,
derivative products,
new products,
subscription models
Me and
the
dprism
team
Digital Transformation

10. 10 @JeaJen @dprism1
But what we’re
really here to
talk about…

11. 11 @JeaJen @dprism1
Data
Technology
Testing

12. 12 @JeaJen @dprism1
Data

13. 13 @JeaJen @dprism1
Data
Why It’s Important
Where to Collect It
How to Use It

14. 14 @JeaJen @dprism1
Data
Why It’s Important

15. 15 @JeaJen @dprism1

16. 16 @JeaJen @dprism1
The Importance of Data in
Understanding the Customer
Journey
Critical,
73%
Important,
25%
Not Very
Important, 2%
Source: Understanding the Customer Journey: More than Just Online,
eConsultancy with ResponseTap, April 2015

17. 17 @JeaJen @dprism1
“Big data is about
having an
understanding of what
your relationship is with
the people who are
most important to you
and an awareness of
the potential in that
relationship.”
Joe Rospars
Chief Digital Strategist,
Obama for America

18. 18 @JeaJen @dprism1
Successful Marketing
depends on
Building Mutually
Beneficial Relationships

19. 19 @JeaJen @dprism1
Data is the Basis of
Successful Relationships
Her birthday is
April 12th
Her eyes are blue –
and that’s also her favorite color
She’s a hockey fan and loves to ice skate
She enjoys live theatre
and concerts
She likes Mexican food but
doesn’t eat guacamole

20. 20 @JeaJen @dprism1
And
there’s
this…

21. 21 @JeaJen @dprism1
Source: Borders to Sell Intellectual Property to Barnes & Noble,
BloombergBusiness, September 26, 2011
Data is an Asset
The amount that
Barnes and Noble
paid for Borders’
trademarks and
intellectual property
(their customer
database)

22. 22 @JeaJen @dprism1
Missed Data /
Revenue Opportunity
“We looked at
loyalty cards but we
didn’t want to spend
all that money…”
Clive Schlee, Chief Executive
Pret A Manger
Source: Why Pret A Manger Gives Away so Much Free Food, Roberto A.
Ferdman for The Washington Post’s Wonkblog, April 23, 2015

23. 23 @JeaJen @dprism1
Data
Where to Collect It

24. 24 @JeaJen @dprism1
Big
Data

25. 25 @JeaJen @dprism1
What Data do You
Need to Build a
Relationship with
Your Prospects and
Customers?

26. 26 @JeaJen @dprism1
Reported Observed
Appended Extrapolated
4 Sources of Data

27. 27 @JeaJen @dprism1
Reported

28. 28 @JeaJen @dprism1
Reported
Source: eMarketer.com, April 2015
Initially you can
typically ask for 5
to 7 fields of
relevant
information without
drastically
increasing your
abandon rate

29. 29 @JeaJen @dprism1
Reported
Source: LinkedIn.com, April 2015
Ask for more
data each
time the
visitor
interacts with
your Website

30. 30 @JeaJen @dprism1
Observed
Completed
Transactions
Abandoned
Carts

31. 31 @JeaJen @dprism1
Observed
Website Browse
Behavior
Clicks on
Email Messages

32. 32 @JeaJen @dprism1
Observed
Social Media
Insights
Other
Information

33. 33 @JeaJen @dprism1
Appended
Purchasing
information about
your subscribers to
round out their
profiles and give
you more data for
segmentation and
targeting.
Source: AboutTheData.com, Acxiom, 2014
These are examples of B2C appended
data categories; you can also get B2B
data, like titles, from vendors

34. 34 @JeaJen @dprism1
Appended
Only Work with Reputable
Providers
Sanity Check How the
Data was Collected
Understand the
Limitations
Confirm that the Benefits
Justify the Cost

35. 35 @JeaJen @dprism1
Extrapolated
Taking what you
know about one
person and using
your experience
with similar
people to
guestimate what
they might
respond to.
Source: iTunes receipt, Apple, 2015

36. 36 @JeaJen @dprism1
Data
How to Use It

37. 37 @JeaJen @dprism1
0%
10%
20%
30%
40%
50%
60%
More Likely to
Purchase More Items
More Willing to Receive
Promotional Emails
More Willing to Share
Personal Preferences
Extremely Likely Very Likely Somewhat Likely Not at All Likely
Using Smart Data to Tailor Marketing
Messages for Recipients Makes Them…
Source: December 2013 survey of US digital shoppers conducted by
Harris Interactive as reported by eMarketer, January 28, 2014
81% 82% 69%

38. 38 @JeaJen @dprism1
Rate Your Company’s Ability to
Act on Insights Provided by Data
Source: Understanding the Customer Journey: More than Just Online,
eConsultancy with ResponseTap, April 2015
5%
29%
43%
18%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Excellent Good Okay Poor Very Poor

39. 39 @JeaJen @dprism1
Personalization Customization
Targeting Qualifying
4 Ways to Use Data

40. 40 @JeaJen @dprism1
Personalization
Personalizing
a message
with a
name or other
reported data
Source: Creating Effective – and Profitable – Birthday Emails,
Jeanne Jennings for ClickZ, April 18, 2011

41. 41 @JeaJen @dprism1
Customization
Customizing
a standard
message
with
observed
data
Source: Email from Hanes, Jeanne Jennings’ inbox, March 2015

42. 42 @JeaJen @dprism1
Targeting
Sending a
message just
to a certain
segment of
your list
based on the
data you have
on them
Source: Email from Priceline, Jeanne Jennings’ inbox, June 2015

43. 43 @JeaJen @dprism1
Qualifying
Lead
Scoring

44. 44 @JeaJen @dprism1
Technology

45. 45 @JeaJen @dprism1
Dynamic Content Responsive Design
Triggering Multivariate Testing
Technologies

46. 46 @JeaJen @dprism1
Many technologies
are useful, but the
one that has the
highest return for
most organizations
is…

47. 47 @JeaJen @dprism1
Triggered
Email
Messages

48. 48 @JeaJen @dprism1
Source: 4Q 2014 Email Trends and Benchmarks Report, Epsilon, April 30, 2015
Triggered
messages
consistently
have higher
open and
click-
through
rates than
business-
as-usual
(non-
triggered)
messages)

49. 49 @JeaJen @dprism1
Reasons for Success
Internal External
Create them
once, use
them over and
over again
Highly
Relevant

50. 50 @JeaJen @dprism1
Source: 2013 Email Marketing Benchmark Report, MarketingSherpa

51. 51 @JeaJen @dprism1
Identify and Evaluate Potential
Trigger Opportunities
Source: Client Case Study, Jeanne Jennings.com, Inc.

52. 52 @JeaJen @dprism1
Good Often
Better
Single
Message
Triggered by
an Action
Series of
Messages
Triggered by
an Action

53. 53 @JeaJen @dprism1
Develop a Message Map to
Determine How Many Efforts are
Appropriate
More messages:
Lead nurturing
(complex sale) or
attempt to
change behavior
Fewer
messages:
Simple
responses to an
action

54. 54 @JeaJen @dprism1
And the biggest
reason technology
fails to deliver as
promised is that…

55. 55 @JeaJen @dprism1
“Technology alone is not
enough.
“It’s technology married
with the liberal arts,
married with the
humanities, that yields
us the results that make
our hearts sing.”
Steve Jobs
Co-founder and CEO
Apple Computer

56. 56 @JeaJen @dprism1

57. 57 @JeaJen @dprism1
Technology alone
won’t improve
performance …

58. 58 @JeaJen @dprism1
…it’s a tool that
talented people
working for you
can use to improve
performance.

59. 59 @JeaJen @dprism1
Testing

60. 60 @JeaJen @dprism1
“The most important word in the
vocabulary of advertising is
TEST.
“Never stop testing and your
advertising will never stop
improving.”
David Ogilvy
Founder, Ogilvy and Mather
The Father of Advertising

61. 61 @JeaJen @dprism1
Source: Email Marketing Benchmark Report, MarketingSherpa, 2013

62. 62 @JeaJen @dprism1
Bake Testing into Your Marketing Plan
Plan for the testing you’ll do at
least 3 months in advance
Alternate between simple tests
(subject line) and those that
take more effort (landing page
content)
Have a sound hypothesis
around why a test will beat the
control
Look for tests where the results
can have long term impact
Always set a quantitative goal
for your test
Goal to your bottom-line
objectives (usually revenue or
sales or page views, rarely
opens or clicks)
Make sure your results are
statistically significant
Back test periodically to confirm
your results

63. 63 @JeaJen @dprism1
16 Types of Email Marketing Tests
1. Lists / List Segmentation 9. General Copy
2. Landing Page Elements (which
could spur another list of 15 or
more)
10. Personalization (Data Merge)
3. Completely New Creative 11. Subject Line
4. Preview Pane View 12. From Line
5. Customization (Targeted Content) 13. Design (fonts/colors/image)
6. Offer Copy/Placement 14. Time of the Send
7. Call-to-Action Copy/Placement 15. Day of the Send
8. Wireframe / Layout 16. Treated versus Untreated
Source: 15 Types of Email Marketing Tests You Should be Doing, Jeanne
Jennings for ClickZ.com, April 15, 2013

64. 64 @JeaJen @dprism1
My Challenge
to You: Do One
Strategic Test a
Month!

65. 65 @JeaJen @dprism1
Additional Digital Marketing Resources
Free
Look for Jeanne’s column on email
marketing every other Monday
www.ClickZ.com
Jeanne’s Blog and Email Newsletter
www.JeanneJennings.com
@JeaJen to follow Jeanne
@DPrism1 to follow Digital Prism

66. 66 @JeaJen @dprism1
The Premier Email Marketing
Association, part of the DMA
www.EmailExperience.org
A Private Community for Email
Marketers; look for Jeanne’s
monthly post on the blog
www.OnlyInfluencers.com
Additional Digital Marketing Resources
Paid

67. 800-920-7227 | www.pinpointe.com
Jeanne S. Jennings
Managing Director, Digital Marketing
Digital Prism Advisors
3 Big Ideas to Improve Your Email and
Digital Marketing!
Thanks for Attending! Questions?
More Effective Digital Marketing Blog
written by Jeanne Jennings
www.MoreEffectiveDigitalMarketing.com
Twitter:@JeaJen
www.dprism.com
202.365.0423
jjennings@dprism.com
Twitter:@dprism1

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