WHAT YOU NEED TO KNOW FOR EMAIL MARKETING SUCCESS IN 2015 Karen Talavera, Synchronicity Marketing January 22, 2015 FDMA
Jul 16, 2015
WHAT YOU NEED TO KNOW
FOR EMAIL MARKETING
SUCCESS IN 2015
Karen Talavera, Synchronicity Marketing
January 22, 2015
FDMA
• Since 2003, Synchronicity Marketing has helped clients
create and expand revenue-optimized, problem-free email
marketing. The company specializes in performance
improvement, creative and response innovations, and
strategy development offered through a variety of
consulting, coaching, and custom training
• Karen Talavera, President Synchronicity Marketing
– Nationally-known email marketing expert, speaker, educator,
coach and consultant
– Leading industry email training and certification program
instructor for MarketingProfs, the DMA, ANA, OMI
– Board Member of the Email Experience Council (EEC),
Member Florida DMA, Only Influencers
– Top 100 Women in Ecommerce 2012 by WE magazine
Top Opportunities
Increased Revenue
& ROI
Diversify Messaging
Email Marketing
Automation
Agile, Dynamic Design
Send-time & Frequency
Optimization
List Monetization
© Synchronicity Marketing 2015. All rights reserved 3
#1 Key to Success: Greater
Investment in Strategy
Top-performing email marketers invest 50%
more time and money in email strategy then
their average-performing counterparts
© Synchronicity Marketing 2015. All rights reserved 4
Messaging Success Blueprint
1:1 Personal
Entertainment & Engagers
Educational & Informational
Content Marketing
Promotional
Foundational
Continuity programs like newsletters, bulletins, updates, style guides, etc.
Segmentation Message Volume
Low
High
High
Low
© Synchronicity Marketing 2015. All rights reserved 5
1:1 Email Automation = Goldmine
Ironically, the smallest volume segment, the tip
of the pyramid, pays the biggest dividends
Personalized Email
Generates 6X the
Revenue of Broadcast
Yet less than 30% of email
marketers use it!
Source: Experian Digital Marketer Report 2013
© Synchronicity Marketing 2015. All rights reserved 6
The Revenue-Generating
Power of Marketing Automation
Automated behavioral-email outperforms broadcast and
life-cycle targeted messages on both revenue and profit
© Synchronicity Marketing 2015. All rights reserved 7
Email Automation is STILL
Extremely Under-utilized
Only about 50%
of email
marketers
employ simple
automated
messages like
welcome and
thank you, while
only 25% or less
have more
lucrative up-sell,
cross-sell and
behavior-driven
campaigns in
place© Synchronicity Marketing 2015. All rights reserved 8
Can You Deploy These Kinds of
Automated Campaigns?
Browse/Shop
Abandonment
© Synchronicity Marketing 2015. All rights reserved 9
Can You Deploy These Kinds of
Automated Campaigns?
Registration
Abandonment
© Synchronicity Marketing 2015. All rights reserved 10
Can You Deploy These Kinds of
Automated Campaigns?
Cart
Abandonment
© Synchronicity Marketing 2015. All rights reserved 11
Can You Deploy These Kinds of
Automated Campaigns?
Event/Training
Second Chance
Offer
© Synchronicity Marketing 2015. All rights reserved 12
Can You Deploy These Kinds of
Automated Campaigns?
Post-Conversion
Up-Sell/Cross-
Sell
© Synchronicity Marketing 2015. All rights reserved 13
Can You Deploy These Kinds of
Automated Campaigns?
Bounce-back
Offer (post-
purchase thank
you)
© Synchronicity Marketing 2015. All rights reserved 14
Can You Deploy These Kinds of
Automated Campaigns?
Birthday Email
© Synchronicity Marketing 2015. All rights reserved 15
Can You Deploy These Kinds of
Automated Campaigns?
Behaviorally-
Driven
Exclusivity
© Synchronicity Marketing 2015. All rights reserved 16
Agile, Dynamic, Mobile-Friendly
Design
Email has come a long way in a short time, with recent
evolutions resulting in a whole new design approach
© Synchronicity Marketing 2015. All rights reserved 17
Source: Movable Ink
Is Your Email Agile?
Can content be
dynamically changed
based on time, location of
open, or subscriber
characteristics?
Does it accommodate
video, animation and other
movement?
Is it mobile-friendly or
created using responsive
design?
Can content and text
elements be personalized
to the individual?
© Synchronicity Marketing 2015. All rights reserved 18
Dynamic Offer, Creative
This message from
FreshDirect includes
personalized creative
and content that can
change based on
time and place
opened, inventory, or
subscriber attributes.
Dynamic offers can
be:
Time-sensitive
Location-sensitive
Inventory-sensitive
Subscriber-specific© Synchronicity Marketing 2015. All rights reserved 19
Mobile-Friendly Design
This newsletter from
Express was optimized
for enhanced viewing
on desktop versus
mobile device. The top
call-to-action for the
promotional sale is
more prominent in the
mobile version
© Synchronicity Marketing 2015. All rights reserved 20
Interactivity & Engagement
In this email,
Sunglass Hut
promoted their
latest trends by
including a video
that played directly
in the inbox
Only 52% of email
marketers have
used animation
Only 10% have
attempted video-
in-email
© Synchronicity Marketing 2015. All rights reserved 21
List Monetization via Display
Ads
Publishers and heavy content marketers can now sell
display advertising in their email newsletters and
publications, finally monetizing large email
subscriber lists without putting them on the list
rental market!
“In-context” email display ads get 5-10x the engagement of web
display ads
Email-ad display networks manage sale, placement, inventory
control and tagging
You choose only appropriate advertisers with content matching
your subscribers’ interests
Use price floors and house ads to drive all your marketing goals
© Synchronicity Marketing 2015. All rights reserved 22
Imagine Your Email Earning $
Instead of costing you $!
Major publishers and
content providers like
The Weather Channel
offer ad placement in
their newsletters or
email updates like this
Publishers have seen
up to 1000% increases
in ad revenue, millions
of impressions served
per month, and 5-
figure monthly
increases in cost-free
revenue © Synchronicity Marketing 2015. All rights reserved 23
Want More?
Request a Free Strategy Session with
KarenEmail [email protected] with
“Free Session” in the subject line or request your
Email Marketing Breakthrough Session here:
http://synchronicitymarketing.com/breakthrough-session-
request
We’ll discuss your goals, challenges and needs
while identifying hidden or missed opportunities for
growing impact and revenue from your email marketing
© Synchronicity Marketing 2015. All rights reserved 24
Email: [email protected]
Facebook:
www.facebook.com/SynchronicityMarketing
LinkedIn: www.linkedin.com/in/KarenTalavera
Twitter: @SyncMarketing
Phone: 561.967.9665
THANK YOU!
QUESTIONS?
www.SynchronicityMarketing.com