Wherefore Art Thou: Innovation in Email Marketing
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The document discusses innovations in email marketing. It describes The Innovation Cloud solution which enables instant customer insights based on analyzing over 50 billion data points from email interactions like demos and purchases. It applies segment predictions at registration to enable targeted offers. Ividence's platform allows retailers to send less email but earn more through behavioral targeting and transparency. LiveIntent's platform allows dynamic targeting of devices, location, and time of day for ads and landing pages within a single email.
![Innovations in Email Marketing ,[object Object],Eric Kirby CEO & Founder [email_address]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Wherefore Art Thou: Innovation in Email Marketing
- 1. Wherefore Art Thou: Innovation Eric Kirby, Connection Engine Eric Didier, Ividence Dave Hendricks, LiveIntent Graeme Yeaman, Style Campaign Stephanie Miller, Aprimo (Moderator) @stephanieSAM
- 3. Customer insights drive marketing results but.. Connecting & analyzing data is complicated & expensive so… Make it simple . And actionable . The Business Problem
- 6. Eric Didier - CEO [email_address] www.linkedin.com/in/ericdidier
- 7. More, and more, and more …
- 10. the real-time ad platform for email @DaveHendricks @LiveIntent
- 11. Email’s Past Publishers are reluctant to send email because they historically have lost money in doing so
- 12. Publisher ROI Why should retailers and ESPs be the only ones making money sending email?
- 13. One Email, Dynamic Experience Target device, geo, time of day with ads and landing pages
- 14. STYLE Campaign Dynamic Image Server (DIS)
Notas do Editor
- What problem are we trying to solve? - Acquisition Market becane very “grey” or black - Open rate are collapsing - eCPM are collapsing Why? Because it’s not transparent at all; it’s not automated; Targeting is time consuming there is no confidence from both side; some (most) of the list are dirty/crappy Routing/delivering is a tough business
- We decided to change the rules We send standalone emails (no banners within newsletter). We handle the whole cycle It’s automated It respect all what should be done Publishers outsource their monetization strategy Advertisers pay the right price for the right performances
- Rumors say that open in the US is 0.5% and eCPM is $0.7
- Publishers lose money sending email they use email to drive site traffic low opens and low clicks means low excitement for publishers Therefore they don't send more mail, grow their lists or innovate
- Email is a Win-Win-Win Advertisers can target their messages to valuable, engaged audiences; Publishers can easily sell and serve premium advertising; and ESPs ultimately make more money. How so? Well, if Publishers start making more money from the newsletters and alerts that they already send through an ESP, you can bet they'll start sending more email.
- Tags work in all ESPs Tags light up on open, sense geo, device, time of day, newsletter Publisher can sell their own ads into the newsletters or LiveIntent can bring ads, in any proportion Publisher can use it to target iPads, Geo, Time