2014 Email Predictions Webinar

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Bill McCloskey, founder Only Influencers, LLCJose Santa Ana, Director of Product Marketing, Message Systems

2014 Email Predictions

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Participate in the Discussion…Tweet #onlyinfluencers

Follow us on Twitter @messagesystems

@SantaAna415

@billmccloskey

A link to the webinar replay will be provided via email following the presentation

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Only Influencers

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Who is Bill McCloskey?

Background 18 years in Digital Marketing. 14 Years as an Entrepreneur, 11 Years in the Email Marketing Industry

Companies Founded The Rich Media SIG (1998), Emerging Interest, LLC (2000), eDataSource (2003), Only Influencers, LLC (2010)

Activities Writer for Mediapost, Clickz. Created Email Insider column (Mediapost). Developed and hosted Email Insider Summit (Mediapost).Created The Inbox Insiders, a private discussion list for Email Marketers.

Recognition 50 Marketing Leaders over 50 You Should Know: (CMO Magazine).2 time finalist, EEC Stefan Pollard Marketer of the Year Award: Direct Marketing Association.100 Names To Know in B2B Marketing: B2B Magazine.50 Most Influential People in Interactive Marketing: Media Magazine.

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What is Only Influencers?

What it is: A World-wide Private Community for Email Marketing Professionals

Membership: Membership is by Invitation Only. It consists of brand marketers, deliverability experts, email agencies, designers, consultants and vendors (in non-sales roles).

Features: Discussion ListsJob BoardsWeekly Newsletter to promote Member activities (open to the public)World-wide MeetupsWeekly Blog Posts by thought leaders in Email IndustryMarketing Resources

Business Model:

100% funded by the membership. OI takes no advertising or sponsorship money.

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Email Predictions for 2014

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Predictions

62.4% of emails are now opened on mobile devices.

PC’s still preferred for online shopping (87.3% vs 7.4% for tablets and 5.3% for smartphones

Does “skinny design” improve clicks? Data is inconclusive

Having a Mobile strategy will continue to grow in importance

Fact:

#1:

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Predictions

Custom Audiences will provide new opportunities.

Fact:

#2:

Facebook and tools such as LiveIntent provide marketers with new ways to target ads based on current email lists

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Predictions

Email’s new Motto will be “Mail More …but don’t be stupid. “

Fact:

#3:

Alchemy Worx’s Dela Quist’s ideas around “mailing more” will find more adherents.

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Predictions

Email is a Stable Marketing Platform

And has been for nearly 20 years.

It remains the marketing platform with the highest ROI.

It also remains a complicated platform with many moving parts and personalities

The Concerns of Email Marketers in 2014 will be the same concerns that Email Marketers had in 2013…

….and 2012, 2011, 2010, 2009, 2008, 2007, 2006…

Fact:

#4:

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A Field Guide to Email MarketingEverything you wanted to know but were afraid to ask.

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The World of the Email Marketer

Email Brand Manager

C-suite

Deliverability

(pressure from above)

(pressure from below)

Designer

Vendors Consultants/agencies

Analytics

ISP’sInbox

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• List Purchased (or Harvested)

• No Honoring Unsubs

RED Light Programs

• Single (or no) Opt-in

• eAppends

• Difficult to find Unsub Links

YELLOW Light Programs

• Double Opt-In

• Prominent Unsub Links

• Preference Centers

• Immediate Removal from Unsubs and FBL’s

Types of Email Programs(ala Bob Frady)

GREEN Light Programs

13#onlyinfluencersBrand Manager

Campaign Development

Stages of Email Marketing(regardless of size)

Acquisition and List Building

Designer

Design

Hygiene

Deliverability Expert

Delivery

Analyst/Strategist

IT Department Analysis

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Let’s Look At Each Stage

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• List Rental or Purchase• M&A

• eAppends

• Affiliate Marketing

• POS

• Content Marketing

• Social Media

• Give-aways

• Co-Reg

• Referrals

Channels for Acquisition

RED Light Programs

YELLOW Light Programs

GREEN Light Programs

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Do Pop-ups Work? Yes!

Pre-Popup

Post-Popup

Only Influencers Newsletter signup: Pre and Post Pop-ups

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Best Practices: Acquisition

Email Address Verification• Is the Email Properly formed?• Is the Email Correct? • Is the Email a Spam Trap?

Onboarding• Welcome Emails

Buckets: • Marketing lists, Transactional, Lifecycle, Holiday, Auto-responders,

Location-based

Resources: Fresh AddressLeadSpendBriteVerify

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• How often to send

• Send less or send more?

Campaign Development

Frequency

• What is your Style: Spirit Air or IBM?

Positioning

• Subject Lines

• Killer words?

• Length

• Columns

Copy

• CAN-SPAM

• Which Country?

• What type of message?

Legal

Resources: Agencies: Alchemy Worx, Brightwave Marketing, Inbox Group, Trendline Interactive

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Design

• Responsive Design• Let’s Code like it’s 1999!• Do you need a Mobile Strategy?

Resources: Litmus, Movable Ink

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• Advantages? Disadvantages?

• Warming IP’s

• WhatCounts

• Mailchimp

• Silverpop

• ExactTarget

• dotMailer

ESP?

• Advantages? Disadvantages?

• Message Systems

• Iron Port

• StrongView

• Port 25

On Site?

Delivery

Resources: Red Pill Email’s ESP Buying Guide, Return Path, eDataSource, Laura Atkins Word to the Wise, Tim Watson

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• Who drove the sale?

Attribution

• Who else is in the inbox?

• What are your competitors up to?

Intelligence

• When do you remove an address?

• Types of Engagement in the Only Influencers Community

Analysis

Engagement

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Hygiene

• Rule of thumb: remove undeliverable addresses after 3 mails or 3 weeks which ever is longer

• Inactives require different strategy including re-engagement campaigns

• Rules vary from ISP to ISP. Need to monitor Bounces and FBL.

• 77% of email delivery problems are based on sender reputation.

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Key Takeaways

• Email is a stable marketing platform, still with the highest ROI.

• It also remains a complicated platform with many moving parts and personalities.

• Whenever possible, use technology to automate and streamline processes.

• Don’t give in to pressure: “Green Light” email programs deliver optimal results.

• Majority of emails are now opened on mobile devices Mobile strategy.

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Message Systems Helps You Execute

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Momentum Digital Messaging PlatformDelivery (Reputation Management)• IP warm-up, Comprehensive up-to-date

rules, Traffic shaping, Smart threshold management

• Intelligent Queuing: Per segment, per destination domain

• Preference Center – Multi-channel message generation

Analysis• Timely data on messages queued,

delivered, opened, bounced, errors, clicks

• Real-time troubleshooting

Hygiene• Automated Bounce Interpretation,

Suppression List Updates• Automate FBL Remediation, Correlate

FBL Reports with Sent Message

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The Leader in Digital Messaging

20%

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Email / Marketing Services Providers

Social Networking

Daily Deals Telco Financial

ServicesConsumer

TechnologyTravel &

HospitalityPublishing

& MediaHosting & SaaS

Sampling of Key Clients by Vertical Markets

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Additional Resources

Conferences• Email Insider Summit• MarketingSherpa• EEC• M3AAWG• Vendor User Groups• OI MeetupsNewsletters:• Only Influencers • Email Insider (Mediapost)• ClickZ

http://messagesystems.com/resources/digital-library/ebooks/email-best-practices-101

http://messagesystems.com/resources/digital-library/guides/dollars-sense

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Thank You!

For More Information and to Join Only Influencers:

Contact Bill McCloskeybill@onlyinfluencers.com www.onlyinfluencers.com @billmccloskey917-696-3790