10 Secrets to
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Transcript of 10 Secrets to
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10 Secrets to10 Secrets toDriving Sales via Email
Stacie StewartDirector, Internet StrategiesInsperra.com
Andrea DeckerDirector, Internet ConsultantsElement Fusion
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10 Secrets to Email Sales10 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.
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26%
40%
43%
66%
45%
PreferredWrittenComm.
BetweenFriends
43% first thing in the morning
40% middle of the night.
26% in bed
Check Email
Prefer Email
How Important Is Email?How Important Is Email?
ExactTarget, "2008 Channel Preference Survey" (2008)
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Emerging Medium
Short Message Codes
Instant Messaging
18 to 34 Still Favor Email
Email 65%
Will It Be Important In The Future?
Habeas (2008)
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$7
$22
$57Other IM $22.52
For Every Dollar Spent
Does Email Deliver ROI?Does Email Deliver ROI?
Emails $57.25
Catalogs $7.08
Direct Marketing Association
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Does Email Work?Does Email Work?
73% of consumers said they'd made an online purchase as a
result of receiving an email offer.
Epsilon (2007)
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Does Email Work?Does Email Work?
Average Order Conversion Rate of
Email is 6%StrongMail (2007)
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Email SystemsEmail Systems
The Basic’s of Email Marketing
Andrea DeckerElement Fusion
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Top Ten Email SecretsTop Ten Email Secrets
1. How To Get Advance Customer Intelligence2. What Is Your Unique Value Proposition3. How To Increase Your Email List4. Subject Lines; From Lines and Landing Pages5. Weapons Of Influence6. How To Avoid List Fatigue7. Perfect Excuses To Hit Send8. Hidden Email Profit Potential9. Number One Enemy10.Designing For A New Reality
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Advance Customer IntelligenceAdvance Customer Intelligence
Quantcast.com
Demographic Profile1. Age2. Gender3. Education4. Income Level
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Advance Customer IntelligenceAdvance Customer Intelligence
Quantcast.com
Media Planner1. Read2. Search Forums3. Listen
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Advance Customer IntelligenceAdvance Customer Intelligence
TweetScan.com
Twitter Search1. Read2. Search Problems3. Listen
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Unique Value Proposition?Unique Value Proposition?
EliteSafe
Inexpensive
Brand
Hyundai
Lexus Volvo
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Increase Your ListIncrease Your List
Pop OverSubscriber Form
From 40 Emails Per Dayto 350 Emails Per Day
DPSchool.com
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Prefer
57%
57%
61%
72%
What Do Subscribers Want
50%
How Increase Email ListHow Increase Email List
72% Privacy
Marketing Sherpa’s Email Report 2008
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Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
50%
How Increase Email ListHow Increase Email List
72% Privacy
Marketing Sherpa’s Email Report 2008
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Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
50%
How Increase Email ListHow Increase Email List
72% Privacy
57% Control Frequency
Marketing Sherpa’s Email Report 2008
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Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
57% Great Content
How Increase Email ListHow Increase Email List
72% Privacy
57% Control Frequency
Marketing Sherpa’s Email Report 2008
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Send Great “Free” ContentSend Great “Free” Content
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Send Great “Free” ContentSend Great “Free” Content
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Send Great “Free” ContentSend Great “Free” Content
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Send Great “Free” ContentSend Great “Free” Content
Screen clipping taken: 11/5/2008, 9:53 AM
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Marketing FunnelMarketing Funnel
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Prefer
57%
57%
61%
72%
61% Special Pricing
What Do Subscribers Want
57% Great Content
50% First Look at New Products
50%
How Increase Email ListHow Increase Email List
72% Privacy
57% Control Frequency
Marketing Sherpa’s Email Report 2008
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Put A Name To The Face
Consistent With Offer
Clear, Relevant, Question, How To
SubjectLines
FromLines
LandingPages
Sale
Get The Open, Get The SaleGet The Open, Get The Sale
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Keys To Influence
Yes
RECIPROCITY
Weapons of Influence
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Keys To Influence
Yes
RECIPROCITY
SCARCITY
Weapons of Influence
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Keys To Influence
Yes
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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Keys To Influence
Yes
ConsistencyRECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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Keys To Influence
Yes
Consistency
Liking
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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Keys To Influence
Yes
Consistency
Liking
Social Proof
RECIPROCITY
SCARCITY
AUTHORITY
Weapons of Influence
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.04 OptOut Rate
2.2 X During Holiday
40% Opt Out Due To Frequency
45% Want Weekly
50% Opt Out Due To Content No
Longer Relevant
Increase Your Email Sends
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Seasonal, OccasionTopical
New Year’sResolution
Economy
Birthday Christmas
Good Excuse To Send
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Shipping Notifications
Receipts, Order Confirmations
Customer Service Questions
Mortgage, Utility Bills
91%
77%
76%
48%
Transactional EmailsTransactional Emails
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Transactional EmailTransactional Email
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Transactional EmailTransactional Email
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.71%M essage
Quality ScoreEmail
Box
IP Address
Content9%
Email SenderReputation
Inbox Denial
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Design for RealityDesign for Reality
Optimize for “Preview Pane” and Image Blocking
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Preview SnippetPreview Snippet
• Reiteration of main content headlines (value proposition, calls to action)
• Link to view the email with images
• White list instructions