Marketing Track:

Online Communications and Personalization Strategies

Tom Byun, Moderator Senior Director, Marketing, Yahoo! Small Business

Marketing Track Online Communications and Personalization Strategies

Christopher Barr, Senior Editorial Director, Yahoo! and Author, The Yahoo! Style Guide: The Ultimate Sourcebook for Writing, Editing, and Creating Content for the Digital World Rob Snell, Managing Partner, Snell Brothers, and Author, Starting a Yahoo! Business For Dummies Ron Pereira, Founder, Top Right, Inc.
Yahoo! Confidential 2 9/24/2010

Marketing Track
Online Communications and Personalization Strategies

Chris Barr

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
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

Yahoo! Presentation, Confidential

9/24/2010

Newsletters
Use content-driven, opt-in communications to build a relationship with customers Establish a frequency (weekly, bi-weekly, or monthly) OK for up-sell or cross-sell messages (recommend no more than 20%) OK for third-party advertising (no more than 20%)

Yahoo! Presentation, Confidential

9/24/2010

Email creative best practices

3-second rule Whats in it for me? Benefit headline front & center! Limit text and format for easy reading 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

9/24/2010

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

Text emails do not necessarily have the same copy as the HTML version
Make sure that the copy works without the graphics (copy cant reference any images) Some email programs dont have hyperlinks, so dont use the word 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.

Yahoo! Presentation, Confidential

9/24/2010

Testing overview
Make sure that any lessons learned from your test can be applied to future email campaigns. Only test what youre willing to change! Variables to test include:
Subject Line Offer (e.g., 20% off vs. $20 off) Creative (image, layout, call-to-action placement) Targets

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

Yahoo! Presentation, Confidential

9/24/2010

Build better email messages

Many of the principles that apply to writing Web content also apply to email writing:
Meaningful headlines and subheadings tell readers what your email is about Short paragraphs and sentences hold the attention of readers Bulleted and numbered lists break up the message visually and help readers take in information quickly Front-loaded contentimportant words at the beginning of sentences, and important information and your call to action at the top of the emailgives readers what they need to see without their having to scroll Effective links lure readers to your site

Yahoo! Presentation, Confidential

9/24/2010

The Yahoo! Style Guide

How to: write engaging email and newsletters increase the chances that your email will be opened, read, and responded to. Guidelines for newsletters, promotional messages, and service announcements

Available today!

Yahoo! Presentation, Confidential

10

9/24/2010

BOOST CONVERSIONS BY ENGAGING SHOPPERS VIA EMAIL

RON PEREIRA RON@TOPRIGHT.COM

6/11/2010

www.topright.com 2/28/2010

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RON, WHO ARE YOU? o FOUNDER OF TOP RIGHT o STARTED OUT MAKING COMPUTER GAMES AND STARTED INTERNET MARKETING IN 1997 o TOP RIGHT BASED ON USING YAHOO! STORE o YAHOO! STORES OF ALL SIZES USE TOP RIGHT

www.topright.com 2/28/2010

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ENGAGEMENT METRIC - 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 Revenue Revenue Per Email Sent (RPE)

25,000 $2,500 $.10

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BLAST - TRIGGER - TARGET RPE OF POPULAR ENGAGEMENT STRATEGIES

.$10
$0.60

.$30
$0.60
$0.60

.$50

$0.50

$0.50

$0.50

$0.40

$0.40

$0.40

$0.30

$0.30

$0.30

$0.20

$0.20

$0.20

$0.10

$0.10

$0.10

$0.00

$0.00

$0.00

Blast
www.topright.com 2/28/2010

Auto

Target
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SEGMENTATION APPROACHES

EMAIL LIST

CUSTOMERS

SHOPPERS

RFM

PURCHASES

ACTIVITIES

SUBSCRIPTION FORM

SITE/PAGE BASED

VIPs

GENDER

BRAND

OPENS

KEYWORDS

CLICKS & OTHER

LOST

PRODUCT TYPE OR CATEGORY

CUSTOMER TYPE

CLICKS

SHOPPING CART ABANDONMENT

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TARGETING SHOPPERS

www.topright.com 2/28/2010

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QUICK POLL: CONVERSION RATES

WHATS YOUR ONSITE CONVERSION RATE?

A. B. C. D. E. Greater than 10% Between 5% and 10% Between 2.5% and 5% Between 1% and 2.5% IM NOT TELLING

www.topright.com 2/28/2010

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GET THOSE ADDRESSES

SIMPLE SIGN UP FORMS

CONTESTS CONTENT EXCHANGE PREFERENCES AUTO-RESPONDERS

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DO
At least an email address Get Best to get preferences Immediate thank you Best to set up DRIP Welcome At least a Newsletter Best to give Relevant Offers Nurture At least Opens Best to track Conversions Track

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DONT

o GATHER EMAILS AND DO NOTHING WITH THEM o USE A SEPARATE AUTO-RESPONDER o OFFER COUPONS FOR NOTHING o STOP ASKING FOR MORE INFORMATION o NEGLECT MEASURING RESULTS
www.topright.com 2/28/2010

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PING ME

888-587-2432

RON@TOPRIGHT.COM

www.topright.com 2/28/2010

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