Digital Marketing Test 2

Email Marketing

A type of direct digital marketing that uses electronic mail as the marketing communication delivery method; used in a number of ways by organizations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers, etc.

Percent Increase in Conversion Rate

the use of video on websites does consistently have a direct impact on sales across several industries measured; video has a roughly 100% increase in conversion rates

Measurement & Reporting

- Watch time - Views - Average view duration - Likes and dislikes - Comments - Shares - Videos in playlists - Subscribers - Audience Retention - Demographics (Age, gender, and geography) - Traffic sources - Playback locations

Welcome Email Statistics

74.4% of customers expect a welcome email people that read at least one welcome email read 40% more of their emails from that sender average open rate for a welcome email is 50% (86% higher than a regular email)

what is the click-to-open rate % for email marketing

8.9%. aka roughly 1 in 10 unique people that open an email take the action of clicking on a link in the email

% of adults who are online that use email

92%

Spam Rate

over 50% of all emails sent are *considered* this

Media Types

paid media: media we have to pay for; advertising (TV, radio and print, display or paid search) owned media: media channels that we own such as our website, social media pages, blog, whitepapers, microsites earned media: publicity obtained through promotional activities other than paid media or owned media (referrals, facebook comments, twitter mentions)

hard bounce rate

percentage of subscribers that did not receive a mailing because their email addresses hard bounced

transaction rate

percentage of transactions as related to delivered messages

transaction-to-click rate

percentage of transactions compared to the number of unique clicks

Always on

permits marketers to reach consumers in a time-sensitive fashion to serve up content and promotions more effectively

total click rate

ratio of all clicks on a tracked link, including multiple clicks by a given subscriber, to all emails received

total open rate

ratio of all opens recorded for the mailing including multiple opens by the same subscriber to all emails received

unique open rate

ratio of the number of unique subscribers that have opened an HTML-formatted message to the number of email received

unique click rate

ratio of the number of unique subscribers who have clicked on any link to all emails received

where email is leveraged most in the customer marketing model

retention; interest and engagement

Frequency

send the right number of emails based upon consumer interest - Avoid too many emails that clutter inboxes and repeat messaging - Frequency interests likely change over time - Strike a balance between intruding/annoying (too much) and unmemorable (too little)

SMS (short message service)/MMS (multimedia messaging service)

text messages sent via a mobile phone; can also include different types of media other than just text such as images, audio, or video; allows for both push messaging, where the brand sends the message to the customer, and the opportunity to receive messages from consumers; can be effective for transmitting times offers, reminders and even automated confirmation for things such as orders and reservations

Earned Video Promotion

the balance between creating video content that is so great people outside of your organization want to share it while also focusing on making this video content found

Mobile Personalization

the usage and subsequent data attributed to a specific mobile phone can be attributed to a specific user; allows marketers to offer personalized content and experiences that, when implemented correctly, are more likely to result in deeper engagement and greater conversions.

unsubscribe rate

total percentage of subscribers lost as a result of users unsubscribing from the mailing

click-to-open rate

unique clicks as a percentage of unique opens

New Product/Service Emails

use email for this purpose to let customers know about the latest seasonal versions of their products

Promotional Emails

used to provide an incentive for customers to take more immediate action. Ex. offers such as coupons, buy-one-get-one free deals, special financing terms, etc.

Transactional emails

used to provide confirmation information to consumers once a transaction has occurred. ex: when a consumer makes a purchase

Layout

where content is physically placed within an email

email conversion rate

66%

Welcome Email

first email a customer receives when they sign up for a mailing list - Immediate interest warrants immediate communication: leverage customer's interest to engage and acquire - Trigger-based: systems can be established to send an email immediately following the sign up process

Newsletter emails

great way to provide insights that help the customer become more knowledgeable and help build a positive brand perception; common in the business area for B2B brands

Owned Video Promotion

housed on our website as well as being housed on our social channels such as Facebook, YouTube, and Vimeo

Subject Line

important so the consumer is able to discern something meaningful that encourages them to open it; should be shorter in order to increase open rate

Product-Related Emails

leverage the product purchase history for a customer and send them an email reminder that it's time to restock based upon typical usage behaviors; use these types of emails to re-engage your existing customers

Call(s) to Action (CTA)

marketer should make it both enticing and easy for the consumer to take action. Ex: "register now" button

VSEO- Consumer Driven Components

- Ratings - Comments (use to engage audience - also useful as a market research tool) - Views - Shares - Playlist additions - Subscribes - Flags

Incentives

"give to get" scenario helps a company better understand their consumer's preferences while simultaneously providing the consumer customized offers and something they want

Paid Video Promotion

- "In-Search Ads": These appear at the top of the search results page in YouTube, above the organic results and have a yellow "Ad" icon - "Discovery Ads": These are thumbnail image ads that appear in the upper right corner of the search and watch pages - "Video Ads": These ads appear at the start of, or during, regular YouTube videos

Video Marketing Statistic

- 56% of all videos published in the last year are less than 2 minutes long - most common video types are explainer videos, product demos, how-tos and testimonials - website and social are the most popular video distribution channels

Email Structure Considerations

- Sender Info - Subject Line - Email Copy/Content - Use of Imagery - Call(s) to Action (CTA) - Layout - Mobile Email

Video on Facebook Best Practices

- Set expectations (content) - Keep it short (<60 seconds) - Hyper optimize the first 4-5 seconds - Select your thumbnail wisely - Include CTAs

Mobile Phone Usage

- The average American checks their phone roughly 80 times a day and does so once every 12 minutes -

Typical Email Service Providers (ESP) Services

- Ability to create multiple templates and campaigns - Ability to A/B test and segment customers - Dynamic personalization - Ensure delivery (white list) - Email client compatibility testing - Analytics

Mobile Implementation Best Practices

- Avoid Spam: ensure opt in communication - Relevance: content, promotions - Easy Interaction: limit user tasks - Addressability: personalization - Geo-Targeting: location specific marketing - Integration: complement other marketing activities

Video Content Tips

- Capture attention early: if informative, reinforce the topic at the beginning - Shorter is typically better than longer unless educational - Keep it casual: not always necessary to have a highly produced product - Maintain relevance: content should be on topic and relevant to user interests

Video on Other Social Media Sites Best Practices

- Consider platform capabilities/constraints (Length, Sound, Aspect ratio, Optimize (keywords & hashtags), CTAs) - Contemplate user behaviors on the platform

Ways to build an Email Database

- E-commerce and in-store sales - Online & offline promotions/contests - Trade-Shows: ex- turning in your business card to a company in exchange to be entered for a raffle - Satisfaction surveys - Networking - Buying a list: there are companies that will sell a list of email addresses that are allegedly targeted (e.g. male fishermen, female doctors, etc.). It's important to note that although you are allowed to send one unsolicited email to anyone, they must opt-in to receive additional emails.

Email Copy/Content

- Header: top of the email - Greeting (personalized if possible) - Body: where most of the content resides - Footer: bottom part of the email

Video Search Engine Optimization (VSEO)- Marketer Driven Components

- Keyword relevance - Title - Description - Meta tags - Keep channel content fresh (new videos & comments) - Encourage likes and sharing - HD

Personalization

- Leverage customer name to address personally - Use demographic data to customize messaging (e.g. age, gender, location) - Draw on behavioral data to target customer interests (e.g. products purchased, products looked at)

Why use on-site video?

- Make website stickier - Capture customer/prospect attention - Create buzz - viral distribution - Disseminate information more clearly - Build product/service interest with a human connection - Entice conversion/purchase

Testing and Measurement

- Measure customer interactions (open rate, click- through rate, opt-out rate, forward rate, etc.) - A/B testing to measure subject line, content, and call to action effectiveness - Optimize based on analysis

Mobile Implementation

- Mobile advertising - Mobile-based offers: encourage more immediate response - Mobile loyalty - Mobile ticketing - Text to win

Internet Usage with Mobile Devices

- More than 1.2 billion people are connected to the internet via a mobile device - mobile internet access translates to nearly 40% of all internet pages being loaded by mobile devices - Nearly 3/4 of all internet usage is now occurring on mobile devices - Roughly 90% of the mobile user's time is spent within applications on their devices - 86% of customers using their smartphone for shopping purposes

Social Media Statistics

- More than 4 out of 5 Twitter users watch video content on Twitter - 10 billion videos a day are watched on Snapchat - 500 million people each day watch videos on Facebook - One statistic of note regarding Facebook videos is that 85% of the videos are watched without sound

Additional YouTube Advertising Options

- Overlay Ads: ads that are only available on YouTube's desktop platform; fixed dimensions of 468 x 60 or 728 x 90 pixels and will appear in a semi-transparent state over the lower 20% of the videos you choose to target; the ad can be text or images. •Bumper Ads: non-skippable ads up to 6 seconds long that must be watched before a video can be viewed Sponsored Cards: cards that appear during your video to display relevant products featured in the video

Key Mobile Phone Characteristics

- Personalization - 1-to-1 usage - Proximity - almost always carried - Always on - Payment transaction capabilities - Native content creation functionality - Measurement - Social connectivity - Augmented reality - Digital interface

Onsite Video Best Practices

- Providing Control: Stop, pause, rewind, volume control, size - Context: Consider using text, music and images to support video - Highlights: Display video topic summary, duration, thumbnail preview - Ease of Dissemination: Make it easy to share the video with other users (e.g. links and social bookmarks)

____% of B2B marketers say email is their most effective channel in terms of revenue generation

59%

Customer Preferences/Behaviors

- more than 2/3 of consumers indicated they preferred watching explainer videos as the method for solving their problems - nearly 3/4 of millennials indicate video helps them when comparison shopping - 40% of consumers stated video increases the chance they'll purchase a product through their mobile device - 69% of users said they would prefer to watch a video to learn about a product or service versus reading about it

Video's Impact on Email

- the use of the word "video" specifically in an email subject line has been shown to increase open rates by nearly 20%, click through rates by 65%, and reduce unsubscribes by 26% - click through rate increases 200-300% when an actual video is included in an email versus not including a video - the general impact is that including video in email increases consumer engagement and has an overall positive impact on the channel

Examples of Email Marketing in Customer Marketing Model

-Acquisition: creating interest for products and services to be purchased -Awareness: letting audience know about events, new products, product highlights, promotions, etc. -Retention & Loyalty: newsletters, special deals for existing customers, referral incentives

Business Goals for using Online Video

-Communication: powerful, effective medium for messaging, building trust, establishing credibility -Sales: lower barriers to purchasing online - Lead Generation: promote offline sales transactions - Customer Service: customer education and self-service - Promotion: create interest/engagement for brand offerings

Mobile Application Considerations

-Customer Strategy: Personas, Social Listening, Buyer Journey, User Stories, User Feedback -Platform and Buildout: OS & Data, UX

key email benefits

-Low cost per contact -Highly targeted -Relatively easy to customize/personalize -Highly measureable -High ROI

Types of Emails

-Transactional - Newsletter - Promotional / Special Offers - New Product / Service

Consumers who purchase products through email spend ___% more than those that don't receive email offers

138%

email users open marketing-related emails about ___% of the time "frequently/always"

20%-30%

___% more revenue is attributed to welcome emails on a per email basis than other promotional emails.

320%

email users open marketing-related emails about ___% of the time "sometimes"

50%

Email on Device Statistics

About 3 in 5 consumers check their email on the go (mobile) and 75% say they use their smartphones most often to check email

Email Preference Center

Check in with customers every now and then, for example twice a year, to ensure they are receiving the emails they want, at the right frequency, based upon specific interests, etc.

Annoying Features of Email Marketing

Getting emailed too often by a brand (50%), emails that are too wordy/poorly written, an offer that makes it clear that the marketer's data about me is wrong, an email urging me to buy a product or service I've already purchased, poor design, too much personalization, too little/no personalization, emails without imagery, emails that don't include a buy button, etc

KPI Considerations

Promotional: Click-Through rate, Purchase rate, Contact us / request for more information rate Informational (Newsletters): Open rate, Download rate (e.g. whitepaper), Forward rate, Database growth rate

Social Connectivity

Within the United States, roughly 80% of all people have at least one social media profile and more than 20% of all mobile minutes are spent on social networks

Youtube Statistics

YouTube has grown to attract over 1 billion unique visitors each month. 6 billion hours of video are watched on the platform each month and 25% of views come from mobile devices. It's the 2nd largest search engine behind Google and accounts for 17% of all Internet traffic.

email service providers

a company which offers email marketing or bulk email services; may provide tracking information showing the status of email sent to each member of an address list; often provide the ability to segment an address list into interest groups or categories, allowing the user to send targeted information to people who they believe will value the correspondence

Proximity/Bluetooth Beacons

a low-energy Bluetooth device that broadcasts and identifier to nearby electronic device; it provides exact location messaging within an environment such as a venue or store.

click-through rate of promotional email

a natural metric to monitor as it indicates the percentage of consumers that are shifting their behavior from the email to the organization's website

Sender Info

allows customers to clearly identify emails as coming from the brand they recognize

Proximity

almost always carried; provides the opportunity for marketers to engage consumers in a very timely manner and leverage location services to ensure more effective and efficient communication.

revenue-per-email

average amount earned for each delivered email

Use of Imagery

can be very helpful to convey information and entice consumers to further engage with the brand; should be very intentional to help support the overall messaging and/or the products and services being promoted in the email

Augmented/Virtual Reality

can enhance a consumer's experience by superimposing graphics and text into the physical space around the person

permission-based (Opt-in) marketing channel

consumer has expressly indicated they want to receive emails from the sender - Confirmation e-mail at opt-in - Easy to unsubscribe / opt-out - Provide clear benefits / value proposition for subscribing

QR (Quick Response) Codes

data in grid form, which only a computer can decipher. They represent a hyperlink or piece of text, which can be read by scanning the code;

Mobile Email

emails must render well on both mobile and laptop/desktop devices

Applications

•Native functionality: easy accessibility on the mobile device by simply clicking the app to launch it •Push notifications: important for the marketer to encourage this permission even after the app is installed

Mobile Sites

•Owned: want to be very thoughtful about providing a fantastic user experience •Paid

Mobile Application Goals

•What problems will it solve for the customer? What are the benefits of using it? •Do our customers currently use apps? If not, how will we entice behavior change? •How is it different from existing options? •What are we trying to accomplish with the app in terms of sales, advocacy, frequency of engagement, branding, etc.?