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Marketing Track:
Online Communications andPersonalization Strategies
Tom Byun, Moderator
Senior Director, Marketing, Yahoo! Small Business
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Marketing Track
Online Communications and Personalization StrategiesChristopher Barr, SeniorEditorial Director, Yahoo! andAuthor, The Yahoo! Style
Guide: The UltimateSourcebook for Writing,Editing, and Creating Contentfor the Digital World
9/24/2010Yahoo! Confidential 2
Rob Snell, Managing Partner,Snell Brothers, and Author,Starting a Yahoo! Business
For Dummies
Ron Pereira, Founder, TopRight, Inc.
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Online Communications and Personalization Strategies
Marketing Track
Chris Barr
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Email is a component of a customer contact strategy email is part of a larger customer communication plan that
includes many channels and touch points
Lead generation Retention
Reminders
Permission-based
9/24/2010Yahoo! Presentation, Confidential 4
CAN SPAM Spam is regulated in the United States under the CAN-SPAM Act,
which went into effect in 2004
Testing and targeting Continue to optimize
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Newsletters
Use content-driven, opt-in communications to build arelationship with customers
Establish a frequency (weekly, bi-weekly, or monthly)
- -
9/24/2010Yahoo! Presentation, Confidential 5
more than 20%)
OK for third-party advertising (no more than 20%)
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Email creative best practices
3-second rule
Whats in it for me? Benefit headline front & center!
Limit text and format for easy reading
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CTAs at top and bottom
Image-heavy templates are elements of print creative,not email
Landing page is just as important as the email
Yahoo! Presentation, Confidential 6
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Text emails
Dont forget about the text version Many email clients default images off
Text emails do not necessarily have the same copy as theHTML version Make sure that the copy works without the graphics (copy cant
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Some email programs dont have hyperlinks, so dont use theword click so use, go to, visit, or other wording
Group information visually Use lines of asterisks, hyphens, or equal signs to set off sections
of the email.
Yahoo! Presentation, Confidential 7
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Testing overview
Make sure that any lessons learned from your test canbe applied to future email campaigns. Only test whatyoure willing to change!
Variables to test include: Subject Line
Offer (e.g., 20% off vs. $20 off)
- -
9/24/2010
, ,
Targets
It is critical to change just one variable per test (e.g. ifyou change the subject line, change nothing else; if youchange a photo change nothing else).
Yahoo! Presentation, Confidential 8
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Build better email messages
Many of the principles that apply to writing Web contentalso apply to email writing:
Meaningful headlines and subheadings tell readers what youremail is about Short paragraphs and sentences hold the attention of readers Bulleted and numbered lists break up the message visually and
9/24/2010
help readers take in information quickly
Front-loaded contentimportant words at the beginning ofsentences, and important information and your call to action at thetop of the emailgives readers what they need to see without
their having to scroll Effective links lure readers to your site
Yahoo! Presentation, Confidential 9
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The Yahoo! Style Guide
How to: write engaging email andnewsletters
increase the chances that youremail will be opened, read, andresponded to.
9/24/2010Yahoo! Presentation, Confidential 10
u e nes or news e ers,promotional messages, and serviceannouncements
Available today!
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BOOST CONVERSIONS BY ENGAGING
SHOPPERS VIA EMAIL
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RON PEREIRA
6/11/2010
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RON, WHO ARE YOU?
o FOUNDER OF TOP RIGHT
o STARTED OUT MAKING
COMPUTER GAMES ANDSTARTED INTERNET
MARKETING IN 1997
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o TOP RIGHT BASED ON USINGYAHOO! STORE
o YAHOO! STORES OF ALL SIZES
USE TOP RIGHT
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ENGAGEMENT METRICENGAGEMENT METRICENGAGEMENT METRICENGAGEMENT METRIC ---- RPERPERPERPE
REVENUE PER EMAIL SENT (RPE)REVENUE PER EMAIL SENT (RPE)REVENUE PER EMAIL SENT (RPE)REVENUE PER EMAIL SENT (RPE)
o FOR EVERY RECIPIENT OF AN EMAIL CAMPAIGN, HOW
MUCH DO YOU GENERATE IN SALES?o CAMPAIGN REVENUE / LIST SIZE = RPE
o EXAMPLE
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List Size 25,000
Revenue $2,500
Revenue Per Email Sent (RPE) $.10
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BLASTBLASTBLASTBLAST ---- TRIGGERTRIGGERTRIGGERTRIGGER ---- TARGETTARGETTARGETTARGET
RPE OF POPULAR ENGAGEMENT STRATEGIES
$0.50
$0.60
.$10
$0.50
$0.60
.$30
$0.50
$0.60
.$50
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$0.00
$0.10
$0.20
$0.30
$0.40
Blast
$0.00
$0.10
$0.20
$0.30
.
Auto
$0.00
$0.10
$0.20
$0.30
.
Target
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EMAIL LIST
CUSTOMERS SHOPPERS
SEGMENTATION APPROACHESSEGMENTATION APPROACHESSEGMENTATION APPROACHESSEGMENTATION APPROACHES
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R F M
R F MR F M
R F M
V I P s
V I P s V I P s
V I P s
L O S T
L O S T L O S T
L O S T
P U R C H A S E S
P U R C H A S E S P U R C H A S E S
P U R C H A S E S
G E N D E R
G E N D E R G E N D E R
G E N D E R B R A N D
B R A N D B R A N D
B R A N D
P R O D U C T T Y P E
P R O D U C T T Y P E P R O D U C T T Y P E
P R O D U C T T Y P E
O R
O RO R
O R
C A T E G O R Y
C A T E G O R Y C A T E G O R Y
C A T E G O R Y
C U S T O M E R T Y P E
C U S T O M E R T Y P E C U S T O M E R T Y P E
C U S T O M E R T Y P E
A C T I V I T I E S
A C T I V I T I E S A C T I V I T I E S
A C T I V I T I E S
O P E N S
O P E N S O P E N S
O P E N S
C L I C K S
C L I C K S C L I C K S
C L I C K S
SUBSCRIPTIONFORM
SITE/PAGEBASED
KEYWORDSCLICKS &
OTHER
S H O P P I N G C A R T S H O P P I N G C A R T S H O P P I N G C A R T S H O P P I N G C A R T
A B A N D O N M E N T
A B A N D O N M E N T A B A N D O N M E N T
A B A N D O N M E N T
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TARGETING SHOPPERS
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QUICK POLL: CONVERSION RATES
WHATS YOUR ONSITE CONVERSION RATE?
A. Greater than 10%
B. Between 5% and 10%
C. Between 2.5% and 5%
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. e ween an .
E. IM NOT TELLING
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GET THOSE ADDRESSES
SIMPLE SIGN UP FORMS
CONTESTS
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PREFERENCES
AUTO-RESPONDERS
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DO
GetGetGetGet
At least an email address
Best to get preferences
Welcome
Immediate thank you
Best to set up DRIP
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Nurture
At least a Newsletter
Best to give Relevant OffersRelevant OffersRelevant OffersRelevant Offers
Track
At least Opens Best to track Conversions
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DONT
o GATHER EMAILS AND DO NOTHING WITHTHEM
o USE A SEPARATE AUTO-RESPONDER
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o OFFER COUPONS FOR NOTHING
o STOP ASKING FOR MORE INFORMATION
o NEGLECT MEASURING RESULTS
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PING ME
888-587-2432
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