Blue Sky Factory. Driving Marketing Performance. Shake & Bake Your Campaigns Into Joanna Lawson-Matthew & DJ Waldow

Transcription

1 Blue Sky Factory Driving Marketing Performance Shake & Bake Your Campaigns Into 2010 Joanna Lawson-Matthew & DJ Waldow November 5, :00 to 1:45 PM ET Twitter: #bsfwebinar Baltimore, Maryland

2 Your MCs (DJs?) Joanna Lawson-Matthew Senior Account Manager DJ Waldow Director of Community Location: San Francisco Location: Salt Lake City Image credit: Image credit:

3 About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your marketing campaigns with Publicaster ( That s the name of our application)

4 1. Review & Reflect 2. Marketing Strategy 3. Remember the Holidays 4. Shake & Bake, Baby! 5. ESP / ISP Relations 6. Review Other Components 7. Q & A Minutes of Education and Fun!

5 Review & Reflect

6 Review & Reflect Review your s from 2009 What worked? What didn t work? What did you change from 2008 to 2009? Was that successful?

7 Review & Reflect Which campaigns got the highest/lowest: Open rate, Click through rate Conversion rate, Forward rate Unsubscribe/Complaint rate Share rate (SWYN) Mobile version views

8 Review & Reflect

9 Review & Reflect Ask (and answer) the following: 1.What day(s) did you send on? Was that successful? 2. Did you try any A/B testing? What were the results? 3. Did you make any changes to your creative? Did you see improved results from this? 4. Did you try any different approaches for your offers, timing, frequency, & social aspects? 5. What did your competitors do?

10 Review & Reflect Use this information to plan for 2010 What are your marketing goals for 2010? How will you measure your success? Photo credit:

11 Marketing Strategy

12 Marketing Strategy Budget Types & Frequency Start Small, But Consider Big Picture Other Departments

13 Marketing Strategy

14 Marketing Strategy Questions to ask (& again, answer) 1. Do you have a budget? 2. What portion is dedicated to marketing? 3. Is this amount increasing or decreasing? Why? 4. Are you forgetting about & focusing on shiny new tools? Photo Credit: Flickr - sgw

15 Sales and/or Promotion

16 Pros Show me the money Clear call-to-action Sales and/or Promotion From Name: Backcountry.com Subject: Final Day for 20% Off Cons Not (necessarily) relationship building Overmailing risk Frequency Monthly - not enough Weekly - just right? Daily - deal of the day

17 Alert and/or Notification

18 Pros Timely, Targeted Clear call-to-action Alert and/or Notification From Name: American Airlines Subject: Your Trip Is Now Eligible For Check-In Cons Not (direct) revenue generation Frequency As necessary Too much - 2 days, 1 day, 1 hr Not enough - 1 hr before

19 Survey

20 Survey From Name: malumni Subject: Alumni Association of the University of Michigan membership satisfaction survey invitation Pros Short, To-the-point (Relatively) clear call-to-action Cons Can be boring Another survey? Frequency As necessary: Post interaction/visit Monthly - too much? Quarterly

21 Informational and/or Newsletter

22 Pros Consistent (expectations) Great content Informational and/or Newsletter From Name: Chris Brogan Subject: Goals, Competition, and Friction [bnl] Cons No clear call-to-action No (direct, measureable) $$ Frequency Monthly just right? Weekly need fresh content

23 Marketing Strategy 1. Start Small, But Consider Big Picture Have a plan Build a calendar Be flexible 2. Other Departments Are others sending too? Coordinate

24 Remember the Holidays

25 Remember the Holidays 1. Include the end-of-year holidays in your plan Develop a schedule leading up to holidays (work backwards from launch date) Consider planning a campaign series leading up to the holiday Keep busy ing days in mind 2. Get post-2009 holiday s in your plan now

26 Remember the Holidays Smith-Harmon Retail Guide to the Holiday Season

27 Remember the Holidays Smith-Harmon Retail Guide to the Holiday Season

28 Remember the Holidays Can t get enough? Need more tips & ideas specific to the end-of-year holidays? Check out our webinar: Tis the Season to Start Planning Your Holiday Campaigns

29 Remember the Holidays 1. Use other annual holidays in your plan too Don't forget the smaller holidays (Valentine's Day, Memorial Day, Halloween) Use the holidays to build relationships with subscribers (messages of goodwill) 2. Not sure what others are doing for holiday campaigns? Sign up for your competitors' s now!

30 Remember the Holidays

31 Remember the Holidays Photo Credit: (Chad White)

32 Shake & Bake, Baby!

33 Shake & Bake, Baby A B Testing Creative/Template Refresh Rendering Targeted. Timely. Relevant. Permission.

34 A B Testing Test Adjust Test Review Results Test Send Tweak Test Test Test

35 A B Testing

36 A B Testing What to test Day 2. Time 3. Subject line 4. Creative 5. Call-to-action 6. List 7. (Everything, but one variable at a time)

37 Creative/Template Refresh

38 Creative/Template Refresh

39 Rendering

40 Rendering

41 Timely. Targeted. Relevant. Permission. The Secret to Successful Marketing

42 Timely. Targeted. Relevant. Permission. Send Timely, Targeted, Relevant s To Subscribers Who Have Asked For Them delivering anticipated, personal and relevant messages to people who actually want to get them. S. Godin (1999)

43 2008 Return Path Study... Timely. Targeted. Relevant. Permission. 60% did not send a welcome message; 30% failed to send any message at all (within first 30 days) While 70% asked for more than address at sign up, 75% didn t use this info to personalize or customize messages Took an average of 9 days for the first regular message to arrive (65% percent of those s didn't contain a special offer) Return Path, 2008 Study:

44 Timely. Targeted. Relevant. Permission. Return Path, 2008 Study:

45 Timely. Targeted. Relevant. Permission. Return Path, 2008 Study:

46 Timely. Targeted. Relevant. Permission. Return Path, 2008 Study:

47 ESP / ISP Relations

48 ESP / ISP Relations Domain/IP Reputation Get to know your Account Manager Push the limits of what your ESP can do

49 Domain / IP Reputation

50 Account Managers The lovely female voice you hear

51 What Can Your ESP Do For You? Photo Credit: Wikipedia

52 What Can Your ESP Do For You? *"Microsoft Word 'power users' use <2% of the application's features." *This is not a real quote. I heard it from a B-school professor once. I believed him.

53 What Can Your ESP Do For You? How to become an Marketing "Power User" in 4 easy steps: 1.Read, attend industry webinars, tradeshows, mixers, etc 2.Ask your ESP (Account Manager) 3.Roll up your sleeves 4.Sign up for your ESP s resources - blog, newsletter, webinars

54 ESP / ISP Relations Take the time now to make sure your IP reputation is in good standing, work with your ESP Ensure you are subscribed to all available Feedback Loops (most ESPs will do this automatically) Set up authentication records (Sender ID, SPF, Domain Keys) For more on authentication:

55 ESP / ISP Relations However, none of the ISP relations stuff matters unless you... Get Permission: Ensure list is 100% opt-in Segment: Avoid "batch & blast" or "spray & pray" Remember the Mantra: Send timely, targeted, relevant s to subscribers who have asked for them

56 Review Other Components

57 Easy to find, Easy to fill out Review Other Components - Opt-in Process o Opt-in form on all pages of website o Ask for minimal info, gather more data later Set expectations regarding frequency, content Explain benefits of subscription (W.I.I.F.M.) Give subscriber options for targeted s No pre-checked boxes (affirmative consent) Link to Privacy Policy / Terms & Conditions

58 Review Other Components - Opt-in Process

59 Review Other Components - Welcome Send an immediate to welcome and acknowledge new subscribers Remind subscribers of benefits of subscription Outline the types and frequency of s they can expect from you Consider including a special offer as a "thank you" Option to change preferences or opt-out completely Ask subscribers to whitelist your From address

60 Review Other Components - Welcome

61 Review Other Components - Transactional s Transactional s are the most read s o Average open rate: 47%1 o Average click through rate: 20%1 Use your branded template to shake them up Perfect opportunity for a marketing/sales push, as long as the main purpose of the is transactional 1. Transactional s: Make Your First Impression Count. Loren McDonald, Thursday, April 23,

62 Review Other Components - Transactional s

63 Review Other Components - Transactional s

64 Review Other Components - Landing pages Ensure your landing pages are optimized for conversions Is your landing page call-to-action easy to find and click on? Is your call-to-action clear? Be consistent between and landing page (Avoid "am I in the right place?!?")

65 Review Other Components - Landing pages Not-so-subtle sales pitch: Interested in this offer? Enter Now

66 Review Other Components - Opt-out Process Ensure your opt-out mechanism is easy to find on your s, and works! Remember that all opt-outs must be removed from your lists within 10 days Consider also adding an opt-out mechanism to your website Dare Alert! Move your opt-out link to the top of your s (Welcome the Unsubscribe)

67 Almost Done

68 Are We Really Done? Review your s from 2009 and reflect on the results. Use this info in Plan what types and frequency of s will be in your marketing strategy. Don t forget to wish your subscribers happy holidays (and remember, it s not always about the sale).

69 Are We Really Done? Don t be afraid to shake things up in 2010 with A/B testing, creative revamps and more targeted s. Become BFFs with your ESP and the ISPs. Remember there s more to your strategy than just s (and this coming from an ESP!).

70 Stay Connected Thank You! Please submit your questions now. Joanna Lawson-Matthew Senior Account DJ Waldow Director of