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Growing Your Digital Audience and Revenue with Email HSPA Annual Conference Allen Hammer Business Development Manager Delivra Agenda • What is Email Marketing? • • • Types Why Email Marketing Demand & Opportunity Cost • Key Tactics • • • • Personalization Automation Mobile Responsiveness Cart Abandonment Email Marketing Overview What is Email Marketing? New Marketing Offers / Promotions Email Confirmations Form Submissions “Thank-You” Event Invitations Product Information Emails Internal Updates Newsletters Lead Nurturing Emails Rule of Thumb: Email Marketing includes any commercial email sent from business to consumer Where Email Wins Why do marketers love email? Additional sales to existing clients and customers is the most reliable way to increase revenue. Email Marketing is the channel best suited to grow revenue by increasing customer satisfaction and loyalty through targeted messages. Why Email Marketing? Speed Delivery Cost Ease of Use Why Email Marketing? Email is How Consumers Want You to Communicate Law of Demand: 70% of US Consumers say email is their preferred method of communication from businesses. Law of Demand: 95% of those who opt into email messages from brands find these messages somewhat or very useful. Data: Swiftpage.com Why Email Marketing? Opportunity Cost: The average ROI for every $1 invested in email marketing was $40.56 Data: Swiftpage.com Impact on Other Marketing What happens to your leads from other marketing channels that do not immediately convert? What impact could be made by staying in front of leads with longer buying cycles using personal, targeted emails? Email Marketing Key Tactics Segmentation and Dynamic Content Relevant content is KEY in successful email marketing campaigns. Relevancy can be created by sending personalized messages to segmented groups within your overall subscriber lists. Segmentation and Dynamic Content According to MailChimp’s review of their customer data, when comparing “segmented” campaigns to non-segmented campaigns, they found … Opens 14.47% higher than non- segmented campaigns Unique Opens 10.55% higher than non-segmented campaigns Clicks 58.89% higher than non-segmented campaigns Abuse Reports 6.40% lower than non-segmented campaigns Unsubs 7.88% lower than non-segmented campaigns Automation & Lead Alerts Consider Drip Campaigns Jupiter Research found behavioral targeting can increase open rates by more than 50% and increase conversion rates by more than 350%. Marketo found that when lead nurturing campaigns included behavioral targeting, open rates rose 57%. VB Insight found that 80% of marketing automation users saw their number of leads increase and 77% saw the number of conversions increase. Mobile Responsive Templates Now more than ever it’s IMPERATIVE to have mobile friendly email templates As a consumer, what effects do you encounter when an email is not mobile responsive? How do you react? Litmus - Email Client Market Share Mobile Responsive Templates Impact Story: Shubert Ticketing 26% Increase to CT% 20% Increase to CTO% 47% Increase to CT to Ticket % 101% Increase to Dollars Sold Data: The Shubert Organization Cart Abandonment Why are abandoned cart emails key to ecommerce success? 67.45% of online shopping carts are abandoned before the customer completes a sale.. 54% of shoppers will purchase products left in shopping carts, if those products are offered at a lower price. Nearly half of all abandoned cart emails are opened and over a third of clicks lead to purchases back on site. Closing Recap • What is Email Marketing? • • • Types Why Email Marketing Demand & Opportunity Cost • Key Tactics • • • • Personalization Automation Mobile Responsiveness Cart Abandonment Action Item: How can you upgrade your lead nurture and client experience? Questions? Allen Hammer Business Development Manager Delivra [email protected] | 317.348.3151 Thank You!