Intelligent Email Marketing that Drives Conversions

INTELLIGENT EMAIL MARKETING that DRIVES CONVERSIONS Email is alive and well as a proven inbound marketing channel, and converts better than both search and social. Email Search Social AVERAGE ADD-TO-CART RATES PER SESSION AVERAGE CONVERSION RATES PER SESSION AVERAGE PAGE VIEWS PER SESSION April - June 2012 April - June 2012 April - June 2012 10.91% | 4.16% | 10.58% 7.09% 2.64% 9.64% 2.28% ) 0.48% 5.49% Projected spending on email marketing by 2016: RETAIL EMAIL VOLUME $2.5 BILLION 18% January - May 2012 vs. January - May 2011 HOW TO INCREASE EMAIL MARKETING CONVERSIONS Email marketing remains a popular way to reach customers. But even if you succeed in getting someone to click a link from within an email, it doesn't mean you're guaranteed to get that all-important conversion. AVOID BATCH-AND-BLAST Don't treat everyone on your email list the same. Simple segmentation can have big results. 30% 50% Segmented email campaigns produce more opens than undifferentiated messages. Segmented email campaigns produce a much higher click-through rate than undifferentiated messages. ENTER CODE HEY, WE SAW THAT YOU WERE INTERESTED. Good Day, Britain! 1234567 IT'S ON SALE ACTIVE CUSTOMERS VS. INACTIVE CUSTOMERS U.S. VS. INTERNATIONAL RETARGETING An email sent to an inactive customer Send different messaging to customers around the world. Consider differences Dive into your analytics and uncover customers who view product detail should include a promotion code or creative that emphasizes a bestselling or top-rated product to entice people who haven't been reading your emails. in holidays, shipping options, and pages or leave items in their carts. Send messages offering incentives to complete the purchase. currency. EMAIL ECHO Ensuring consistency between products featured in email and on a landing page is key to increasing relevance and improving your customers' likelihood to convert. Ckakout er 20% OFF YOUR PURCHASE OF $100 OR MORE Use similar creative and messaging on your landing page and throughout the user experience. Clothes.com Clothes.com Clothes.com MEN WOMEN KIDS SALE MEN WOMEN KIDS SALE MEN WOMEN KIDS SALE 20% OFF YOUR PURCHASE OF $100 OR MORE, Chack out Check out Chack out 20% OFF YOUR PURCHASE 20% OFF YOUR PURCHASE OF $100 OR MORE apu our Kem OF $100 OR MORE. |око dLMMEr tylka! SILMUMAP-stiylea! BASIC T-SHIRT $25.00 BASIC T-SHIRT $25.00 Welcome! SHIPPING ADDRESS BILLING ADDRESS НОМЕРАGE PRODUCT DETAIL PAGE CHECKOUT PAGE Maintain the "scent trail," regardless of the inbound marketing channel (e.g., pay-per-click, display, email, affiliate, social media), for total experience optimization. TECHNOGRAPHICS Understand how your customers view your email messages. Knowing as much as possible about the email programs and devices your customers use can provide a broader perspective that allows you to optimize landing page content and messaging based on screen size limitations and other device-specific factors. 73% 34% 11% 9.5% Increase in email opens on mobile devices over four months. Decrease in email opens on web-based email programs. Decrease in email opens on desktop email clients. Increase in email views on iPads over four months. SOURCES: BRYAN & JEFFREY EISENBERG & ASSOCIATES I FORRESTER RESEARCH I MARKETINGSHERPA I RESPONSYS I RETURN PATH I MONETATE EQ monetate Follow @Monetate on twitter