1 online comms & personalization

7/27/2019 1 Online Comms & Personalization

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Marketing Track:

Online Communications andPersonalization Strategies

Tom Byun, Moderator

Senior Director, Marketing, Yahoo! Small Business


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Marketing Track

Online Communications and Personalization StrategiesChristopher Barr, SeniorEditorial Director, Yahoo! andAuthor, The Yahoo! Style

Guide: The UltimateSourcebook for Writing,Editing, and Creating Contentfor the Digital World

9/24/2010Yahoo! Confidential 2

Rob Snell, Managing Partner,Snell Brothers, and Author,Starting a Yahoo! Business

For Dummies

Ron Pereira, Founder, TopRight, Inc.


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Online Communications and Personalization Strategies

Marketing Track

Chris Barr


4/21

Email

Email is a component of a customer contact strategy email is part of a larger customer communication plan that

includes many channels and touch points

Lead generation Retention

Reminders

Permission-based

9/24/2010Yahoo! Presentation, Confidential 4

CAN SPAM Spam is regulated in the United States under the CAN-SPAM Act,

which went into effect in 2004

Testing and targeting Continue to optimize


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Newsletters

Use content-driven, opt-in communications to build arelationship with customers

Establish a frequency (weekly, bi-weekly, or monthly)

- -


more than 20%)

OK for third-party advertising (no more than 20%)


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Email creative best practices

3-second rule

Whats in it for me? Benefit headline front & center!

Limit text and format for easy reading

9/24/2010

CTAs at top and bottom

Image-heavy templates are elements of print creative,not email

Landing page is just as important as the email

Yahoo! Presentation, Confidential 6


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Text emails

Dont forget about the text version Many email clients default images off

Text emails do not necessarily have the same copy as theHTML version Make sure that the copy works without the graphics (copy cant

9/24/2010

Some email programs dont have hyperlinks, so dont use theword click so use, go to, visit, or other wording

Group information visually Use lines of asterisks, hyphens, or equal signs to set off sections

of the email.



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Testing overview

Make sure that any lessons learned from your test canbe applied to future email campaigns. Only test whatyoure willing to change!

Variables to test include: Subject Line

Offer (e.g., 20% off vs. $20 off)

- -

9/24/2010

, ,

Targets

It is critical to change just one variable per test (e.g. ifyou change the subject line, change nothing else; if youchange a photo change nothing else).



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Build better email messages

Many of the principles that apply to writing Web contentalso apply to email writing:

Meaningful headlines and subheadings tell readers what youremail is about Short paragraphs and sentences hold the attention of readers Bulleted and numbered lists break up the message visually and

9/24/2010

help readers take in information quickly

Front-loaded contentimportant words at the beginning ofsentences, and important information and your call to action at thetop of the emailgives readers what they need to see without

their having to scroll Effective links lure readers to your site



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The Yahoo! Style Guide

How to: write engaging email andnewsletters

increase the chances that youremail will be opened, read, andresponded to.


u e nes or news e ers,promotional messages, and serviceannouncements

Available today!


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BOOST CONVERSIONS BY ENGAGING

SHOPPERS VIA EMAIL

www.topright.com 2/28/2010 11 of 26

RON PEREIRA

[email protected]

6/11/2010


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RON, WHO ARE YOU?

o FOUNDER OF TOP RIGHT

o STARTED OUT MAKING

COMPUTER GAMES ANDSTARTED INTERNET

MARKETING IN 1997


o TOP RIGHT BASED ON USINGYAHOO! STORE

o YAHOO! STORES OF ALL SIZES

USE TOP RIGHT


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ENGAGEMENT METRICENGAGEMENT METRICENGAGEMENT METRICENGAGEMENT METRIC ---- RPERPERPERPE

REVENUE PER EMAIL SENT (RPE)REVENUE PER EMAIL SENT (RPE)REVENUE PER EMAIL SENT (RPE)REVENUE PER EMAIL SENT (RPE)

o FOR EVERY RECIPIENT OF AN EMAIL CAMPAIGN, HOW

MUCH DO YOU GENERATE IN SALES?o CAMPAIGN REVENUE / LIST SIZE = RPE

o EXAMPLE


List Size 25,000

Revenue $2,500

Revenue Per Email Sent (RPE) $.10


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BLASTBLASTBLASTBLAST ---- TRIGGERTRIGGERTRIGGERTRIGGER ---- TARGETTARGETTARGETTARGET

RPE OF POPULAR ENGAGEMENT STRATEGIES

$0.50

$0.60

.$10

$0.50

$0.60

.$30

$0.50

$0.60

.$50


$0.00

$0.10

$0.20

$0.30

$0.40

Blast

$0.00

$0.10

$0.20

$0.30

.

Auto

$0.00

$0.10

$0.20

$0.30

.

Target


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EMAIL LIST

CUSTOMERS SHOPPERS

SEGMENTATION APPROACHESSEGMENTATION APPROACHESSEGMENTATION APPROACHESSEGMENTATION APPROACHES


R F M

R F MR F M

R F M

V I P s

V I P s V I P s

V I P s

L O S T

L O S T L O S T

L O S T

P U R C H A S E S

P U R C H A S E S P U R C H A S E S

P U R C H A S E S

G E N D E R

G E N D E R G E N D E R

G E N D E R B R A N D

B R A N D B R A N D

B R A N D

P R O D U C T T Y P E

P R O D U C T T Y P E P R O D U C T T Y P E

P R O D U C T T Y P E

O R

O RO R

O R

C A T E G O R Y

C A T E G O R Y C A T E G O R Y

C A T E G O R Y

C U S T O M E R T Y P E

C U S T O M E R T Y P E C U S T O M E R T Y P E

C U S T O M E R T Y P E

A C T I V I T I E S

A C T I V I T I E S A C T I V I T I E S

A C T I V I T I E S

O P E N S

O P E N S O P E N S

O P E N S

C L I C K S

C L I C K S C L I C K S

C L I C K S

SUBSCRIPTIONFORM

SITE/PAGEBASED

KEYWORDSCLICKS &

OTHER

S H O P P I N G C A R T S H O P P I N G C A R T S H O P P I N G C A R T S H O P P I N G C A R T

A B A N D O N M E N T

A B A N D O N M E N T A B A N D O N M E N T

A B A N D O N M E N T


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TARGETING SHOPPERS



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QUICK POLL: CONVERSION RATES

WHATS YOUR ONSITE CONVERSION RATE?

A. Greater than 10%

B. Between 5% and 10%

C. Between 2.5% and 5%


. e ween an .

E. IM NOT TELLING


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GET THOSE ADDRESSES

SIMPLE SIGN UP FORMS

CONTESTS


PREFERENCES

AUTO-RESPONDERS


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DO

GetGetGetGet

At least an email address

Best to get preferences

Welcome

Immediate thank you

Best to set up DRIP


Nurture

At least a Newsletter

Best to give Relevant OffersRelevant OffersRelevant OffersRelevant Offers

Track

At least Opens Best to track Conversions


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DONT

o GATHER EMAILS AND DO NOTHING WITHTHEM

o USE A SEPARATE AUTO-RESPONDER


o OFFER COUPONS FOR NOTHING

o STOP ASKING FOR MORE INFORMATION

o NEGLECT MEASURING RESULTS


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PING ME

888-587-2432


[email protected]

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