Email aquisition marketing

Email Acquisition
Marketing
Roadmap to Success
Email Acquisition Marketing | Roadmap to Success

Presented By
STEVEN RAO
CEO – Telematch, Inc. (DBA Relevate)

What We Will Cover
 Benefits of email marketing
 Why Exact Target, Marketo,
and Constant Contact will not
let you run acquisition
campaigns… hint: it's not
because of CAN-SPAM
 The difference between
CRM/customer and
acquisition e-mail marketing
 Roadmap to Success

Why Email Marketing?
Customer acquisition via email has quadrupled over the last 4 years.
 More frequent/timely
communication at substantially
lower cost
 Speed of execution
 Feedback Loop
 Faster test cycles lead to quicker
campaign optimization
 Your message is delivered to the
right person at the right time
 ROI  IT WORKS

MarketingSherpa survey found 92% of the marketing leaders surveyed
felt email either produces, or will produce, positive ROI.
5
60%
32%
4% 3%
Email is producing a ROI.
Email marketing will eventually
produce a ROI.
Email marketing is unlikely to
produce a ROI.
Other

StrongMail’s 2013 Email Marketing Trend Survey on budget allocation found
CMO’s allocating more budget to email marketing than any other channel.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%
Email Marketing
Social Media
Mobile
Search/SEO
Advertising
Trade Show/Events
Direct Mail
Public Relations
Others
% of Responders

What Is the Difference Between
CRM/Customer and Acquisition
E-mail Marketing?

Answer…
CRM / Customer Email Marketing: Sending emails to current
customers, or to those who have opted-in to receive emails from
you. Think ExactTarget, Marketo, Eloqua, ConstantContact, etc.
Acquisition E-mail Marketing: Sending emails to prospects and
leads who have opted-in through other channels, but not for your
specific offer or company.
SO WHAT???

Can’t I Just Run My Own Acquisition
Campaigns Through My Existing Service?
“Our clients certify that they will use our software only to send emails to customers
and prospects that have directly consented (opted-in) to receive email. They are
forbidden to transmit unsolicited commercial email (spam) via our system.”
ExactTarget’s Policy

CAN-SPAM
 Clearly identify the sender in the From Line and
header information.
 Use a subject line that accurately represents
the content of the mess
 Identify the message as an advertisement,
unless the recipient has previously opted in to
receive emails from you
 Include the physical mailing address that
corresponds to the sender in the From Line
 Provide a mechanism to opt out. You cannot
require a subscriber to log in or visit more than
a single page to unsubscribe.
 Honor opt-out requests promptly. You must
process an unsubscribe request within 10 days,
and your unsubscribe mechanism must be
operational for at least 30 days after the
mailing.

Important Points About Open and
Click-Thru Rates and How to
Maximize
 Open rates are artificially low – text only doesn’t get recorded
 Ratio of positive engagement to negative (positive = open and click
negative = spam and opt-out)
 Bad engagement will lead to bad, good to good – circular
 3 to 1 ratio for clicks to complaints
 ISPs – monitor senders and campaigns and will route to junk mail or
bounce/block the email it engagement is not acceptable
 Test and learn process (don’t get discouraged)

Roadmap to Success
 Campaign Strategy
 Define Success Metrics
 Target Audience
 Clean Data
 Engaging Creative
 Expert Deployment
 Analysis & Tuning

Roadmap to Success

Campaign Strategy
 What are we doing?
 Build the Business Case
 Creative
 Testing
 Targeting - Who is going to
click and why?
 What company can help me?

How to Measure Success
Typical email campaign reports
 Number of emails delivered and %
 Number of emails opened and %
 Number of emails clicked and %
 Opt-outs and complaint %
With acquisition, you need to be a bit
more precise and analytical
 Calculate an ROI / REFINE
 Landing page / destination views
 Engagement- who, when, what
and why
 Purchases!

How to Measure Success
 Daily Response
 Deliverability and
Response Trend
 Link Engagement
 Evaluate across
campaigns

Where are you Profitable?
Click-Thru Rate Interval 0.50%
Open Rate Interval 0.25%
Contribution Margin
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 5.5%
0.00% ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) ($90,000) (90,000)
0.25% ($90,000) ($87,539) ($85,078) ($82,617) ($80,156) ($77,695) ($75,234) ($72,773) ($70,313) ($67,852) ($65,391) (62,930)
0.50% ($90,000) ($85,078) ($80,156) ($75,234) ($70,313) ($65,391) ($60,469) ($55,547) ($50,625) ($45,703) ($40,781) (35,859)
0.75% ($90,000) ($82,617) ($75,234) ($67,852) ($60,469) ($53,086) ($45,703) ($38,320) ($30,938) ($23,555) ($16,172) (8,789)
1.00% ($90,000) ($80,156) ($70,313) ($60,469) ($50,625) ($40,781) ($30,938) ($21,094) ($11,250) ($1,406) $8,438 18,281
1.25% ($90,000) ($77,695) ($65,391) ($53,086) ($40,781) ($28,477) ($16,172) ($3,867) $8,438 $20,742 $33,047 45,352
1.50% ($90,000) ($75,234) ($60,469) ($45,703) ($30,938) ($16,172) ($1,406) $13,359 $28,125 $42,891 $57,656 72,422
1.75% ($90,000) ($72,773) ($55,547) ($38,320) ($21,094) ($3,867) $13,359 $30,586 $47,813 $65,039 $82,266 99,492
2.00% ($90,000) ($70,313) ($50,625) ($30,938) ($11,250) $8,438 $28,125 $47,813 $67,500 $87,188 $106,875 126,563
2.25% ($90,000) ($67,852) ($45,703) ($23,555) ($1,406) $20,742 $42,891 $65,039 $87,188 $109,336 $131,484 153,633
2.50% ($90,000) ($65,391) ($40,781) ($16,172) $8,438 $33,047 $57,656 $82,266 $106,875 $131,484 $156,094 180,703
2.75% ($90,000) ($62,930) ($35,859) ($8,789) $18,281 $45,352 $72,422 $99,492 $126,563 $153,633 $180,703 207,773
3.00% ($90,000) ($60,469) ($30,938) ($1,406) $28,125 $57,656 $87,188 $116,719 $146,250 $175,781 $205,313 234,844
3.25% ($90,000) ($58,008) ($26,016) $5,977 $37,969 $69,961 $101,953 $133,945 $165,938 $197,930 $229,922 261,914
3.50% ($90,000) ($55,547) ($21,094) $13,359 $47,813 $82,266 $116,719 $151,172 $185,625 $220,078 $254,531 288,984
3.75% ($90,000) ($53,086) ($16,172) $20,742 $57,656 $94,570 $131,484 $168,398 $205,313 $242,227 $279,141 316,055
4.00% ($90,000) ($50,625) ($11,250) $28,125 $67,500 $106,875 $146,250 $185,625 $225,000 $264,375 $303,750 343,125
4.25% ($90,000) ($48,164) ($6,328) $35,508 $77,344 $119,180 $161,016 $202,852 $244,688 $286,523 $328,359 370,195
4.50% ($90,000) ($45,703) ($1,406) $42,891 $87,188 $131,484 $175,781 $220,078 $264,375 $308,672 $352,969 397,266
4.75% ($90,000) ($43,242) $3,516 $50,273 $97,031 $143,789 $190,547 $237,305 $284,063 $330,820 $377,578 424,336
5.00% ($90,000) ($40,781) $8,438 $57,656 $106,875 $156,094 $205,313 $254,531 $303,750 $352,969 $402,188 451,406
5.25% ($90,000) ($38,320) $13,359 $65,039 $116,719 $168,398 $220,078 $271,758 $323,438 $375,117 $426,797 478,477
5.50% ($90,000) ($35,859) $18,281 $72,422 $126,563 $180,703 $234,844 $288,984 $343,125 $397,266 $451,406 505,547
5.75% ($90,000) ($33,398) $23,203 $79,805 $136,406 $193,008 $249,609 $306,211 $362,813 $419,414 $476,016 532,617
6.00% ($90,000) ($30,938) $28,125 $87,188 $146,250 $205,313 $264,375 $323,438 $382,500 $441,563 $500,625 559,688
6.25% ($90,000) ($28,477) $33,047 $94,570 $156,094 $217,617 $279,141 $340,664 $402,188 $463,711 $525,234 586,758
6.50% ($90,000) ($26,016) $37,969 $101,953 $165,938 $229,922 $293,906 $357,891 $421,875 $485,859 $549,844 613,828
6.75% ($90,000) ($23,555) $42,891 $109,336 $175,781 $242,227 $308,672 $375,117 $441,563 $508,008 $574,453 640,898
7.00% ($90,000) ($21,094) $47,813 $116,719 $185,625 $254,531 $323,438 $392,344 $461,250 $530,156 $599,063 667,969
7.25% ($90,000) ($18,633) $52,734 $124,102 $195,469 $266,836 $338,203 $409,570 $480,938 $552,305 $623,672 695,039
7.50% ($90,000) ($16,172) $57,656 $131,484 $205,313 $279,141 $352,969 $426,797 $500,625 $574,453 $648,281 722,109
Open Rate (%)
Click-Thru Rate (CTR)

Know Your Audience To
Ensure Success
 Ask your provider to profile how some of your
“best” customers index against some key demos
like age, gender, income, family status, ethnicity
and then use that information to drive initial
audience selection
 Match the offer to the audience
 We may recommend selecting a few target
audiences including:
 Geoselects e.g. Zip radius;
 Marketing Triggers e.g. new movers, “in-the
market”
 Demo Selects e.g. age, income, wealth etc.
 Affinities, behavioral, and prefer e.g. sports
enthusiasts, online buyer

The Result

Clean and Current Data
 Email Validation
Checks/fixes syntax
Removed fraudulent addresses
Validates the email with the various ISP to insure it’s
delivery
Brings the emails to ~95-97% deliverable
Screen for SPAM traps and honeypots
Do this as close to deployment as possible (24-48 hours)
 Avoid complainers (those that click Spam) as a few (less than
.2%) may derail your campaign
 Make sure the e-mail address has a heart beat

Engaging Creative
Your Email Creative can be
broken down into:
 From Line - 1
 Subject Line - 2
 Body
 Above the Fold - 3
 Offer/Call-to-Action - 4
 Below the Fold - 5
 Landing Page

From and Subject Lines
From or Friendly From Line is the name that appears to the recipient
 Use your brand or the company name whichever is most
identifiable to the recipients
Compelling subject lines from Recognized/Trusted Senders get Opens
 Avoid: Free, Click here, Save, Cash, Bonus, Credit, Earn, Extra
 Compelling, call to action phrases (e.g. Invitation)
 Be careful with length (ideally less than 40 and don’t exceed 70)
 Personalized and specific

Body of Creative
 Use the real estate wisely (above the fold)
 Copy should be compelling (e.g. invitation), not Spammy
(e.g. Free)
 Images
 Alt Tags - Size / Resolution – Layout
Ratio of text to images (80/20 rule)
 Text version vs. image defaults and size
 Mobile friendly – recent studies indicate that between 55-
65% of email is first seen on mobile devices
 Spam score your creative

Creative Optimization

Optimize Engagement

Creative Testing
Analyze and test your creative before
deploying
 Spam Scoring
 Inbox Testing
… and use split testing to maximize
engagement
 Creative testing
 Subject line testing
 Format testing

Delivery
4 things can happen to an email that is sent:
 Hard Bounce
 Recipient email address does not exist
Domain name does not exist
 Recipient email server has completely blocked delivery
 Soft Bounce
 Mailbox is full
 Recipient email server is down or offline
 Email message is too large
 ISP filter has blocked it
 Delivered to Junk Mail
 Delivered to Inbox

Delivery Best Practices
 DON’T use your primary company domain to send acquisition emails
 When sending large volume campaigns
 Use multiple creative for every 1mm records
 This modifies creative “footprint” of the message and prevents ISP
filtering which results in improved delivery rate
 Throttle the delivery speed of large campaigns over a few hours so that
large volumes don’t hit the ISPs at one time
 Be ready, willing and able to modify your sending strategy (message/subject
lines/volume) as results from just deployed campaigns become evident
 Protect sending reputation and system infrastructure through full compliance
with legally required email practices
 Remedy complaints as quickly as possible
 Meet or exceed all aspects of CAN-SPAM compliance
 Cleanse lists of opt-outs and hard bounces immediately and provide
information back to clients to do the same
 Only send legitimate offers

Key Challenges
 Acquisition email is egalitarian and is
driven by how the public reacts and
responds or not to your request for
permission to communicate.
 Planning and pre deployment
preparation is essential and requires time
and expertise
 Analyze and Optimize for Engagement
 Throttling and cadence is critical to
insure the right pace and pattern of send
to avoid getting blocked by ISPs or
pushed to Spam/Junk Email folders
 DON’T BLAST!

Review the Results and Get Better
 Who clicked?
 What did they click on?
 When did they click?
 How often did they click?
 Did they complete a
transaction / action?
 Did you see an increase in
complaint rates?
 What’s your engagement
ratio?

Analyze and Improve
CASE STUDY – MAJOR MOVIE CO.
 In this example we were able to
double the open rates over a series of
campaigns over just 45 days
 More frequent but smaller
deployments with longer delivery
periods
 Different creative versions
 Stronger Call to Action
 Better Placement of the Call to
Action
 Sent higher % of deployment records
to creative versions that had better
positive engagement
 Filtered emails that were “likely to
complain”
OPEN RATES - TREND

Questions?

THANK YOU AND
PLEASE STAY IN TOUCH!
Email us at sales@relevategroup.com or call 800-523-7346

Email aquisition marketing

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