Optimizing Your Product Launch Through Email

Driving Revenue With Email

Nathan MatuskaSr. Marketing Consultant, Evantage

ConsultingDecember, 2013

Product Launch Success with Proven Email Tactics

How would you like to triple your email revenue?

When I ran an email marketing team, we DID!

Digital River’s marketForce team tripled email revenue in 3 years.

Year 1 Year 2 Year 3

How did we do it?Some tactics included:Focusing on product launchesInvesting in the email programTargeting our audienceOptimizing sends by industry (time of day,

day of week)

Why is the product launch important?

Product launch campaigns tend to generate 50% or more revenue

than standard campaigns!

Email sales can generate over 40% of ALL online sales

Let’s look at some of the data we used…

Many companies are investing more money into their email programs

Source: Marketing Sherpa, Email Benchmark Guide 2010

•39% of companies in the retail/ecommerce space are increasing email budget.•38% in computer hardware/software space.

In fact, email and social marketing are experiencing the most growth

Source: Marketing Sherpa, Email Benchmark Guide 2010

Know your target demographic

Online Activity 18-32 33-44 45-54 55-63 64-72 73+

All Online Adults

Use Email 94% 93% 90% 91% 79% 79% 91%Use Search Engines 90% 93% 90% 89% 85% 70% 89%Research Products 84% 84% 82% 79% 73% 60% 81%Rate a Product 37% 35% 29% 30% 25% 16% 32%

Source: Marketing Sherpa, Email Benchmark Guide 2010

•78% of people share something through the internet by emailing a link.•22% use social media as the primary way of sharing.

In a typical year, we sent 750 million marketing emails

We had a lot of data to analyze!

What is the best day of week to send an email? (1 of 2)

Weekend purchase activity has increased in the Software segment.

Sunday is by far the best time for B-to-C in the Internet Security segment.

What is the best day of week to send an email? (2 of 2)

Gaming continues to sell most on the weekends.

Mid-week seems to be the best time for Consumer Electronics.

What is the best time of day? (1 of 2)

Software Internet Security

Best times seem to be the core business day PST.

Strong spike in the early morning due to European sales.

What is the best time of day? (2 of 2)

Gaming Consumer Electronics

Best times seem to be the core business day PST.

Stronger sales late night and early morning than other verticles.

Follow Nathan Matuska:Twitter: @analytics_nerdBlog: analyticsnerd.netEmail: nmatuska@evantageconsulting.com