BKV U: Email 101

Billy McNairDaniel HarmonGenna MatsonGrant Emory

BKV UniversityEmail 101

CONTENTS

Creative, Content & More A/B Testing

Choosing the right ESP

Q&A

About BKV

The History of Email Marketing

eCRM’s Role in Direct Response

Segmentation, Frequency & A/B Testing

About BKV

4

What We Do

Creative Services and Development• Creative development, on- and offline

• Broadcast, print, direct mail and email production

• Website development

Latest in eCRM Technologies• Multi-channel marketing automation• Email, mobile, SMS, social advertising• Integration with SalesForce.com, Epiphany, Eloqua, etc.

Media• Planning and buying, on- and offline• Online marketing – SEM, SEO, PCC, social, display

ads, video/rich media Social/Digital Public Relations

Database, BI and Analytics• Database creation/management• Tracking and reporting for all campaigns• Data analytics and modeling

Proprietary BKV Tools/Services

• iMap – website usability analysis• Slice – advanced data services

5

Current Clients

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BKV Statistics over past 12 months

First Marketing Email MessageGary Thuerk (Father of Spam) sent an email promoting DEC machines to 400 ARPANET users which resulted in $13 million in sales. From it’s inception email has proven to be an effective channel for direct marketing.

History of Email Marketing

The First Email is SentRay Tomlinson invented email while working on ARPANET, the government’s precursor the Internet.

“Email” The word email is coined and the first ever emoticon :) was used by Scott Fahlman in an email.

1971

1978

1982

19971998

19921991

First Smart Phone Enabling mobile email access.

Microsoft buys HotmailLater that year Microsoft releases the desktop email client Outlook. Outlook continues to dictate email creative and content standards today, and will do so until it modernizes its support HTML5, CSS and video.

The Internet is Born

1996

Hotmail launches Introducing the first free web based email service giving marketers a quick and cost effective way to reach customers. This also marked the beginning of ‘spray and pray’ email marketing.

Spam is added to the Dictionary Inboxes were becoming cluttered with unsolicited mailings making it apparent that regulations were needed to protect consumers from spam. The Data Protection Act was updated to ensure all email marketing messages include an opt-out statement.

2001

2004

2003

1999

Triggered Marketing Emails The first behavioral email message is sent. 48% of online marketers were sending triggered emails by 2010.

Marketers Gain InsightAOL starts to hand back recipient feedback to some ESPs. Hotmail and Yahoo introduced recipient feedback schemes shortly after. Marketers begin using spam complaints as a metric.

The Birth of eCRMEmail vendors (Email Service Providers or ESPs) begin to compile email data building the first relational databases.

Can-Spam ActThe US started the trend by setting the first regulations for commercial emails. Later that year Europe introduced the Privacy and Electronic Communications Regulations defining rules for marketing permission. 

Gmail, DKIM and the iPhone. Google makes Gmail publicly available. The Internet Engineering Task Force adopts DKIM (DomainKeys Identified Mail), an anti-phishing security protocol which validates a domain name associated with an email message, thwarting spoofers and spamers. Apple releases the first iPhone.

Inbox PlacementWith recipients able to dictate what email they chose to receive, email marketing starts to evolve as marketers became aware that their reputation was at risk and they can end up in a junk folder, or worse yet on a blacklist, if their recipients are disengaged.

Sender Policy Framework (SPF) The introduction of SPF makes email more secure and helping to prevent spam by providing a validation system which verifies a sender’s IP address. 

2005

2010

2007

2009

Windows Live Sender Reputation Email recipients can now vote for whether an email is spam or not.

Google’s Priority Inbox Introduced to help recipients de-clutter their inboxes, causing email marketers to be even more strategic if they want their email message opened.

2008

The Rise of Email Automation eMarketer reports that email marketers who use automated programs have seen a conversion rates as high as 50%.

Responsive Design, Segmentation and Targeting40% of emails being opened on a mobile device has forced marketers to considering how their emails rendered on mobile devices. Also, the DMA reports that 85% of email marketers are using relational data to tailor their messaging so that it focuses on the specific needs and wants of the individual.

2012

2014

2013

Dynamic Content Content driven dynamically creates a near one-to-one experience between the user and the brand. Also with a heightened emphasis reputation driven by relevance and engagement, quality is replacing quantity as the best strategy in email marketing. ReachMail Email is officially middle-aged! (2015)

Smart Insights The evolution of email marketing (2013)

Current State of Email

91% of consumers view their email at least once per day

Email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic.

66% of consumers have made a purchase online as a result of an email marketing message. Over 70% of mobile purchasing decisions are influenced by promotional emails.

64% of people say they open an email because of the subject line.

Workflow Max 15 Fascinating Stats That Will Influence Your 2015 Email Marketing (2014)Litmus 2015 State of Email Report (2015)ExactTarget Mobile Friendly Disconnects (2014)BlueHornet Consumer Views of Email Marketing (2014)

Current State of Email

76% of email opens occur in the first two days after an email is sent. Email open rates are noticeably lower on weekends than on weekdays.

53% of emails are opened on mobile devices.

41% of brands send mobile friendly emails, however 75% use mobile friendly landing pages

If an email does not display correctly, 71% will delete it immediately. 

Workflow Max 15 Fascinating Stats That Will Influence Your 2015 Email Marketing (2014)Litmus 2015 State of Email Report (2015)ExactTarget Mobile Friendly Disconnects (2014)BlueHornet Consumer Views of Email Marketing (2014)

eCRM’s Role in Direct Response

16

What is CRM

CRM Stands for Customer Relationship ManagementA system for managing a company’s interactions with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support

Customer Focused Leverage real-time data to create a one to one customer experiences Develop and maintaining on going customer relationships Multi-Channel based on how customer interacts with your brand

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Sea of Data

Segmentation, Frequency

& A/B Testing

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Leveraging Data & Segmentation

Thousands of unique customers each with

Unique engagement patterns

Unique transactions

Unique attributes

Unique preferences

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Segmentation

Use dynamically driven content that speaks to the interests or habits of that individual.

Segment your audience by:

Online shopping habits Purchase history Buying frequency Geography Persona Age Gender Content topic Interest level

Shift in habits – buying, etc. Satisfaction level Referral propensity Number of customer reviews Site visit frequency Online or in-store customers Cart abandonment Form abandonment Usage

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Frequency & Testing

There is not a solid standard to follow as engagement is influenced by many factors; industry type, time of year, etc. However, the trend is quality over quantity.

A 2014 BlueHornet poll reported that more than a third (35.4%) of email recipients site frequency as the main reason they unsubscribe.

A/B TestingGage your audience by running A/B split test to gain insight into the type of content your audience is interested in.

Creative, Content &

More A/B Testing

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Responsive First Approach

More than 53% of emails are now opened on mobile devices making the mobile first approach more important than ever.

Focus on the design and development of the mobile view then move to the desktop.

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Subject Lines Rule!Make sure your subject line is enticing and that it invites the recipient to open the email to learn more. Make sure they are short (45 characters or less) and to the point.

Types of subject lines:

Playful – Hello sexy, it’s been a while (Victoria Secret 2013)

The Question – Are you tired in the mornings?

Targeted – Hello Corvette owner, you’ll love this…

Personalized – Jenn, get early access to our best deals!

The Secret – Psst! The secret to this recipe is…

The Offer – 25% off this product

The Benefit – 7 easy recipes inside

Action Oriented – Today Only

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Content Matters

Your content should speak directly

to the target audience or individual.

It should support the claims made

in the subject line.

Keep it clean – less is more.

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Content MattersContinuity from email to landing page/website is crucial

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Content MattersContinuity from email to landing page/website is crucial

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Animated Gifs

dissolve

color horizontal

color vertical

Supported by all email clients except Outlook 2007, 2013, and Windows Mail

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Animated Gifs

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Support currently limited to Apple Mail & Mac’s Outlook 2011 & 2015

The Future - Video Backgrounds

Beach video backdrop

Litmus HTML5 video in email background

Choosing the Right ESP

32

Email Service Providers

Q & A

Thank You!