{"id":22642,"date":"2012-08-16T12:59:46","date_gmt":"2012-08-16T19:59:46","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=22642"},"modified":"2012-11-19T12:39:29","modified_gmt":"2012-11-19T19:39:29","slug":"engagement-email-marketing","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/","title":{"rendered":"Engagement Through Email Marketing"},"content":{"rendered":"<p>This is the final session of the day for me, and it&#8217;s by Sundeep Kapur (<a href=\"http:\/\/twitter.com\/emailyogi\" target=\"_blank\">@eMailYogi<\/a>). He is going to be talking about how to drive 51 percent engagement from email marketing.<\/p>\n<p><a href=\"http:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2012\/08\/SES-Logo8.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft  wp-image-22644\" title=\"SES Logo\" src=\"http:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2012\/08\/SES-Logo8.png\" alt=\"SES Logo\" width=\"225\" height=\"42\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2012\/08\/SES-Logo8.png 322w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2012\/08\/SES-Logo8-300x55.png 300w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/><\/a><\/p>\n<p>He just said it&#8217;s proven that chocolate and peanut butter is like crack for women (well, not verbatim), and there&#8217;s actually been studies done on this [nudging Virginia].\u00a0Now we are doing some yoga. No joke, everyone in the audience is trying a new yoga move. This might be a fun session &#8230;<\/p>\n<p>He has three case studies to share with us today, so I&#8217;m going to do my best to pull out the nuggets of info that can be beneficial to you.<\/p>\n<ol>\n<li>How well do you know your customer? Don&#8217;t send the same email to everyone, capitalize on preferences.<\/li>\n<li>Can you communicate with empathy? Don&#8217;t make it sound like a script, make it natural and conversational.<\/li>\n<\/ol>\n<p>He runs surveys every year to get insight into types of marketing like mobile. He has some takeaways from the data based on how people use their phones:<\/p>\n<ul>\n<li>Segment users out from mobile and offer them something unique.<\/li>\n<li>Do something on social like a survey, make it personal, ask a customized question. A trick on surveys: Make it top heavy. Ask a question upfront so they have an open ended question. The rest becomes easy for the user.<\/li>\n<\/ul>\n<p>Case Study: Retailer<\/p>\n<ul>\n<li>A wedding gift registry sends an email after the honeymoon to the couple, showing them what items they did not receive from their registry. This is an example of personalized emails.<\/li>\n<\/ul>\n<p>Other ideas:<\/p>\n<ul>\n<li>Instead of word surveys, show pictures and have people click on the images that represent the idea; it&#8217;s more interactive this way.<\/li>\n<li>Predict open rates and click-throughs before you do the campaign.<\/li>\n<\/ul>\n<p>Case study: Cataloguer<\/p>\n<ul>\n<li>Have a representative that follows up with the consumer who is a real account-type rep. Attach a name and be ready to have that person talk with the consumer if they call.<\/li>\n<\/ul>\n<p>Case study: Financial Institution<\/p>\n<ul>\n<li>ATM machines are mostly repeat transactions. One financial institution decided to integrate offers and opt-in during the transaction. People are more responsive.<\/li>\n<\/ul>\n<p>What can you do to anticipate the person&#8217;s next transaction &#8212; what&#8217;s next?<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2012\/08\/Sundeep.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-22643\" title=\"Sundeep Kapur Presentation\" src=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2012\/08\/Sundeep.jpg\" alt=\"Presentation Slide\" width=\"478\" height=\"560\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2012\/08\/Sundeep.jpg 598w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2012\/08\/Sundeep-256x300.jpg 256w\" sizes=\"(max-width: 478px) 100vw, 478px\" \/><\/a><\/p>\n<p>More Tips for Emails<\/p>\n<ul>\n<li>Write actionable subject lines: Insert witty subject line; take your campaigns and narrow down all the subject line ideas.<\/li>\n<li>Capture data to communicate across channels &#8212; segment! Build associations between their interests.<\/li>\n<li>Optimize and leverage landing pages; we do so little to plan for the landing page. Subject line &gt; campaign &gt; landing page. If you know who the user is, adjust the landing page to personalize to them.<\/li>\n<li>On deliverability: It&#8217;s your responsibility to test your emails.<\/li>\n<\/ul>\n<p>Security and Deliverability<\/p>\n<ul>\n<li>SSCAE is the new certification to look at if your ports are tight, if you are protecting consumer interests and things like that.<\/li>\n<li>When you get phished, you have to quickly educate the top, the front line and let your customer know what they need to do. Create a five-slide presentation on what phishing is and start educating your team members. Then, draft up an email for a rainy day if this happens so you can fire it off quickly. [You can connect with Sundeep for a sample presentation.<\/li>\n<\/ul>\n<p>Some Final Thoughts<\/p>\n<ul>\n<li>Know what they want: Ask, observe, imply.<\/li>\n<li>Do not badger the consumer: Message by channel, put messaging frequency cap.<\/li>\n<li>Focus on transactional acknowledgements, then turn the receipt into valuable information for the customer.<\/li>\n<li>Let the consumer choose between offers, they feel empowered that way.<\/li>\n<li>Speak real language &#8212; this is empathy.<\/li>\n<li>Deliver the deliverable in near real time. In three minutes: 98.5 percent open rate; in 10 minutes: 96 percent open rate; 30 minutes: 87 percent open rate.<\/li>\n<li>Use intrigue versus incentive.<\/li>\n<\/ul>\n<p>Move from random acts of messaging across channels to a unified campaign across channels. Then, train your channels.<\/p>\n<p>Check out his site <a href=\"http:\/\/www.emailyogi.com\/\" target=\"_blank\">EmailYogi.com<\/a> for more tips, and specifically check out his latest video on social; he asks to give feedback on it if you have it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the final session of the day for me, and it&#8217;s by Sundeep Kapur (@eMailYogi). He is going to be talking about how to drive 51 percent engagement from email marketing. He just said it&#8217;s proven that chocolate and peanut butter is like crack for women (well, not verbatim), and there&#8217;s actually been studies [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[39,1112],"acf":[],"yoast_head":"<title>BruceClay - Engagement Through Email Marketing<\/title>\n<meta name=\"description\" content=\"Learn how to personalize and customize the customer experience through targeted and stragic email marketing in this SES SF 2012 session.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Engagement Through Email Marketing\" \/>\n<meta property=\"og:description\" content=\"Learn how to personalize and customize the customer experience through targeted and stragic email marketing in this SES SF 2012 session.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2012-08-16T19:59:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2012-11-19T19:39:29+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2012\/08\/SES-Logo8.png\" \/>\n<meta name=\"author\" content=\"Jessica Lee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bzzcontent\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica Lee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/\",\"name\":\"Engagement Through Email Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2012-08-16T19:59:46+00:00\",\"dateModified\":\"2012-11-19T19:39:29+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/93fc8f9f77037debb5bcdd3da91374f6\"},\"description\":\"Learn how to personalize and customize the customer experience through targeted and stragic email marketing in this SES SF 2012 session.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/engagement-email-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Engagement Through Email Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/93fc8f9f77037debb5bcdd3da91374f6\",\"name\":\"Jessica Lee\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1ee102f9ee813aba34109894b22ec729?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1ee102f9ee813aba34109894b22ec729?s=96&d=retro&r=g\",\"caption\":\"Jessica Lee\"},\"description\":\"Jessica Lee is the founder and chief creative for bizbuzzcontent Inc., a marketing boutique that focuses on digital content strategy and professional writing services for businesses.\",\"sameAs\":[\"https:\/\/www.bizbuzzcontent.com\",\"https:\/\/twitter.com\/bzzcontent\"],\"url\":\"https:\/\/www.bruceclay.com\/blog\/author\/jlee\/\"}]}<\/script>","yoast_head_json":{"title":"BruceClay - 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