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10 Secrets to

10 Secrets to. Driving Sales via Email. Stacie Stewart Director, Internet Strategies Insperra.com. Andrea Decker Director, Internet Consultants Element Fusion. 10 Secrets to Email Sales. How important is email? The ingredients of an email marketing system .

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10 Secrets to

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  1. 10 Secrets to Driving Sales via Email Stacie StewartDirector, Internet Strategies Insperra.com Andrea Decker Director, Internet Consultants Element Fusion

  2. 10 Secrets to Email Sales • How important is email? • The ingredients of an email marketing system. • 10 incredibly obvious secrets which could impact your email sales this holiday season.

  3. 40% 45% 66% 43% 26% Check Email How Important Is Email? Prefer Email • 43% first thing in the morning • 40% middle of the night.26% in bed Preferred Written Comm. Between Friends ExactTarget, "2008 Channel Preference Survey" (2008)

  4. Will It Be Important In The Future? 18 to 34 Still Favor Email Instant Messaging Short Message Codes Emerging Medium Email Email 65% Habeas (2008)

  5. Does Email Deliver ROI? For Every Dollar Spent Emails $57.25 $57 Other IM$22.52 $22 Catalogs $7.08 $7 Direct Marketing Association

  6. Does Email Work? 73% of consumers said they'd made an online purchase as a result of receiving an email offer. Epsilon (2007)

  7. Does Email Work? Average Order Conversion Rate of Email is 6%StrongMail (2007)

  8. Email Systems The Basic’s of Email Marketing Andrea Decker Element Fusion

  9. Top Ten Email Secrets • How To Get Advance Customer Intelligence • What Is Your Unique Value Proposition • How To Increase Your Email List • Subject Lines; From Lines and Landing Pages • Weapons Of Influence • How To Avoid List Fatigue • Perfect Excuses To Hit Send • Hidden Email Profit Potential • Number One Enemy • Designing For A New Reality

  10. Advance Customer Intelligence Quantcast.com Demographic Profile Age Gender Education Income Level

  11. Advance Customer Intelligence Quantcast.com Media Planner Read Search Forums Listen

  12. Advance Customer Intelligence TweetScan.com Twitter Search Read Search Problems Listen

  13. Brand Hyundai Volvo Lexus Unique Value Proposition? Inexpensive Safe Elite

  14. Increase Your List DPSchool.com Pop Over Subscriber Form From 40 Emails Per Day to 350 Emails Per Day

  15. What Do Subscribers Want How Increase Email List Prefer 72% Privacy 72% 61% 57% 57% 50% Marketing Sherpa’s Email Report 2008

  16. What Do Subscribers Want How Increase Email List Prefer 72% Privacy 61% Special Pricing 72% 61% 57% 57% 50% Marketing Sherpa’s Email Report 2008

  17. What Do Subscribers Want How Increase Email List Prefer 72% Privacy 61% Special Pricing 57% Control Frequency 72% 61% 57% 57% 50% Marketing Sherpa’s Email Report 2008

  18. What Do Subscribers Want How Increase Email List Prefer 72% Privacy 61% Special Pricing 57% Control Frequency 72% 61% 57%Great Content 57% 57% Marketing Sherpa’s Email Report 2008

  19. Send Great “Free” Content

  20. Send Great “Free” Content

  21. Send Great “Free” Content

  22. Screen clipping taken: 11/5/2008, 9:53 AM Send Great “Free” Content

  23. Marketing Funnel

  24. What Do Subscribers Want How Increase Email List Prefer 72% Privacy 61% Special Pricing 57% Control Frequency 72% 61% 57%Great Content 57% 57% 50% 50% First Look at New Products Marketing Sherpa’s Email Report 2008

  25. Sale Subject Lines From Lines LandingPages Get The Open, Get The Sale Clear, Relevant, Question, How To Put A Name To The Face Consistent With Offer

  26. RECIPROCITY Yes Keys To Influence • Weapons of Influence

  27. RECIPROCITY Yes SCARCITY Keys To Influence • Weapons of Influence

  28. RECIPROCITY Yes SCARCITY AUTHORITY Keys To Influence • Weapons of Influence

  29. Consistency RECIPROCITY Yes SCARCITY AUTHORITY Keys To Influence • Weapons of Influence

  30. Consistency RECIPROCITY Yes Liking SCARCITY AUTHORITY Keys To Influence • Weapons of Influence

  31. Consistency RECIPROCITY Yes Liking SCARCITY Social Proof AUTHORITY Keys To Influence • Weapons of Influence

  32. Increase Your Email Sends 45% Want Weekly 2.2 X During Holiday .04 OptOut Rate 50% Opt Out Due To Content No Longer Relevant 40% Opt Out Due To Frequency

  33. Seasonal, Occasion Topical New Year’sResolution Economy Birthday Christmas • Good Excuse To Send

  34. 77% 76% 48% Transactional Emails 91% Shipping Notifications Receipts, Order Confirmations Customer Service Questions Mortgage, Utility Bills

  35. Transactional Email

  36. Transactional Email

  37. .71%M essage Quality Score IP Address Content Email Box Inbox Denial 9%Email Sender Reputation

  38. Design for Reality Optimize for “Preview Pane” and Image Blocking

  39. Preview Snippet • Reiteration of main content headlines (value proposition, calls to action) • Link to view the email with images • White list instructions

  40. Stacie Stewart Stacie.Stewart@fsamail.com (405) 473-8576 Thank You! Andrea Decker andrea@elementfusion.com (405) 948‒8300

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