Presentation at Silverpop's September 16, 2009 Dallas seminar. Session outlines 11 factors that drive email marketing relevance from the consumer/recipient perspective. Includes both good and bad examples.

1. What is Relevance, Anyway? September 16, 2009

2. Ask the experts about email success…

3. …and they’ll all say

4. But what is relevance, anyway?

5. Relevance = Right Message + Right Time

6. Relevance Right Time Right Message Wanted Trusted and Recognized Expected Delivered Timely Surprising Usable Personalized Differentiated Valued Humanized

7. Wanted

8. Different Levels of “Wanted”

9. The Reluctant - Opt-In?

10. The OK, If I have to - Opt-In?

11. The You Decided For Me - Opt-In

12. The Incented - Opt-In

13. The I Really Want It - Opt-In

14. Hmm, Sounds Pretty Good - Opt-In

15. Trusted and Recognized

16. Who the Heck is Presentation Excellence?

17. I’m sure Mike is a nice guy…

18. Expected

19. Weekly - Opt-in Form

20. Monthly – Welcome Email

21. Wine of the Day - Cadence

22. Consistency – Every Tuesday

24. Single email

25. IT Generated

26. No marketing messaging

27. HTML

28. 2-part email series

29. Marketing generated

30. Promotions, education75% increase in conversions

31. Delivered

32. Deliverability is the Top Marketer Challenge 20% of Mail fails to reach the Inbox 52% of marketers cite deliverability as their greatest challenge. 70% say “deliverability features & services” are their most important consideration in selecting an ESP. Source 1: Pivotal Veracity Q2 2009 delivery benchmarks Source 2: “What are your greatest challenges when conducting email marketing? (select all that apply)” JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n = 202 (email marketers, US Source 3: JupiterResearch/ClickZ eMail Marketing Executive Survey 07. “What are you most important considerations in selecting an ESP.” Source: Pivotal Veracity

33. Impact of Poor Deliverability Inconsistent inbox experience Lost subscribers Lost revenue

34. The future of deliverability is managing reputation at the individual level

36. ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned

37. Reputation

38. If you have a good reputation in the eyes of the ISPs your mail will be delivered

39. Authentication

40. ISPs use Authentication to help reduce false-positives

41. Blast and Spray

42. All emails were welcomed by ISPs and consumers

43. Whitelist & Blacklist

44. ISPs incorporate basic spam filtering techniques to thwart spamISPs will continue to adapt their filters and other technology to mirror end user preferences The progression of spam filtering Source: Pivotal Veracity

45. Customer Level Deliverability go inside… Deliverability and reputation tracking at the customer level at millions of B2C and B2B domains worldwide. MailboxIQ is the 1st and only solution in the world to identify the folder disposition of the sender’s real emails to their real customers, giving senders the most accurate and comprehensive view on deliverability ever and empowering them to rapidly diagnose and address filtering and reputation problems at the customer-level. Source: Pivotal Veracity

46. Customer Intelligence Multi-platform rendering intelligence. MailboxIQ enables senders to identify when and on which devices and tools subscribers are reading email – whether on their home PCs, work laptops or mobile phones.

47. Timely

48. Overloaded Inboxes, & New Entrants

49. Email is Competing for Mindshare

50. Time Variables Are Endless

51. Send Time Matters Most… Because we are all individuals

52. One Size Fits All = A Failed Approach

53. The Right Time Of Course Is… …when each individual recipient is most likely to respond: The time when they consistently open and act on your emails.

54. Silverpop Send Time Optimization

55. Send Time Optimization … Analyzes a range of past recipient behavior Predicts the ideal send time for each recipient Adjusts for changes in individual behavior Delivers your email to one or one million recipients, each at the ideal time Eliminates time zone challenges for international senders

58. Click rates increased 30%

59. Total revenue generated increased 75%

60. Average value per order grew 35%“ Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. - Julie GibsonEmail Coordinator, Little Tikes ”

61. Across the board Open rate: 20% to 50% increase Click rate: 30% to 50% increase Revenue: 52% to 75% increase Avg. order size: 35% to 50% increase

62. Surprising

63. I could use more emails like this!

64. Unexpected content

65. VSL – “discovery”

66. Cart Abandonment Reminder Campaign Big Results after One Month: (compared to all previous email campaigns) 48% lift Click through rate 129% lift in Net Conversion rate Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume. Cart reminder

67. Usable

69. Better images

70. Cost?

71. Not clear sidebar is coffee

72. How do I get to $40?

74. No minimum

75. 4-7 Day Delivery

76. More details below

77. Select flights right from the email

78. Oakland is my preferred departure airport

79. “Book a flight” links

81. Old price

82. New price

83. $ Savings

85. Mobile Friendly – Header CTA

86. Personalized

87. This is not really personalization

88. This is personalization

89. Halfway There

91. Marital status

92. Age ranges on signup

93. Wedding anniversary

95. Differentiated

96. Free Shipping, 20% Off – “So What”

98. Negatively affecting opens, clicks and engagement

100. One-of-a kind content

101. Valued

102. What is a Valued Email? Engaged recipient Conversion/Revenue Shared

104. Break Through the Clutter With New Message Streams Notifications Alerts Reminders Aggregators Updates Closeouts …and more

105. Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.

106. Leveraging Member Reviews in Email Content

107. Social Email is the New Viral

108. Share to Social in Email Share to Social Increased views, clicks Reach new audience Obtain new subscribers Viral buzz Increased ROI Most valuable sharers

109. Humanized

110. We Like Personalities Jim Cramer – Mad Money Keith Olbermann – MSNBC

111. …Not Faceless Corporations

112. Can we talk? More than ever, we want to connect with brands via real people Think Twitter We want a personal note, not a direct marketing promotion

113. A Dash of Personality Tone From a real person Humor Employee, customer stories/comments UGC “Relatable”

114. Woot is a Hoot

115. Like, Awesome Dude!

118. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com