{"id":2298,"date":"2014-07-16T05:30:36","date_gmt":"2014-07-16T09:30:36","guid":{"rendered":"http:\/\/brickstreetsoftware.com\/content\/?p=2298"},"modified":"2014-07-16T17:28:32","modified_gmt":"2014-07-16T21:28:32","slug":"multi-channel-marketing-groupon-secrets-email-onpremise","status":"publish","type":"post","link":"https:\/\/brickstreetsoftware.com\/content\/posts\/multi-channel-marketing-groupon-secrets-email-onpremise\/","title":{"rendered":"3 Secrets of Multi-Channel Marketing + Increasing Revenue per Email"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><span style=\"color: #555555;\">This week we\u00a0cover lessons from <a title=\"Groupon's Blog\" href=\"https:\/\/www.groupon.com\/blog\" target=\"_blank\">Groupon&#8217;s<\/a> strategy for increasing revenue per email.\u00a0<\/span><br style=\"color: #555555;\" \/><span style=\"color: #555555;\">These tips are perfect for organizations with large <a title=\"WHITE PAPER: Earn Revenue and Trust with Transactional Emails\" href=\"http:\/\/brickstreetsoftware.com\/content\/resources\/white-papers\/transactional_email_wp\/\" target=\"_blank\">transactional email<\/a> volume who depend on email marketing to drive traffic and sales. Read on the learn about industry best practices to lower send cost, improve <a title=\"PODCAST: Laura Atkins shares email deliverability insights from M3AAWG\" href=\"http:\/\/brickstreetsoftware.com\/content\/posts\/laura-atkins-on-email-deliverability\/\" target=\"_blank\">deliverability <\/a>and increase revenue per email.\u00a0<\/span><\/p>\n<p>Executing a multichannel strategy\u00a0is more necessarynow than ever before. Market changes have evolved fasted with social and mobile. The top 3 challenges to address are :<\/p>\n<ol>\n<li><span style=\"color: #13979e;\"><strong>Trends and Changes-<\/strong><\/span>\u00a0<span style=\"color: #555555;\">Internet trends and changes (ISP changes like Gmail introducing tabs in 2013, <a title=\"Get ready to storm the CASL!\" href=\"http:\/\/brickstreetsoftware.com\/content\/posts\/casl\/\">CASL 2014<\/a>)\u00a0<\/span><\/li>\n<li><span style=\"color: #13979e;\"><strong>Mobile Commerce-<\/strong><\/span>\u00a0set to <span style=\"color: #555555;\">make up 29% of web sales this year and today nearly <a title=\"REPORT 48% mobile email open rates \" href=\"http:\/\/marketingland.com\/report-mobile-email-opens-reach-48-edging-closer-overtake-desktop-open-rates-87182\">half of all email is opened on a mobile device<\/a>\u00a0<\/span><\/li>\n<li><span style=\"color: #13979e;\"><strong>Marketing Fatigue-<\/strong><\/span>\u00a0<span style=\"color: #555555;\">Customers eventually begin to ignore due to excess marketing ads (i.e. <a title=\"Andrew Chen - the law of shitty clickthroughs\" href=\"http:\/\/andrewchen.co\/2012\/04\/05\/the-law-of-shitty-clickthroughs\/\" target=\"_blank\">The Law of Shitty Clickthroughs<\/a>)\u00a0<\/span><\/li>\n<\/ol>\n<p>Check out our presentation below multichannel marketing infographic below. To embed this presentation, download it, or share\u00a0on\u00a0the inter-web, check us out on <a title=\"Brick Street Software on Slideshare\" href=\"http:\/\/www.slideshare.net\/Brick_street_software\" target=\"_blank\">Slideshare<\/a><br \/>\n<iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/37056805\" width=\"597\" height=\"486\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"3 Secrets of Multi Channel Marketing\" href=\"https:\/\/www.slideshare.net\/Brick_street_software\/brickstreet-multichannelmarketingemailsecrets\" target=\"_blank\">3 Secrets of Multi Channel Marketing<\/a> <\/strong> from <strong><a href=\"http:\/\/www.slideshare.net\/Brick_street_software\" target=\"_blank\">Brick Street Software<\/a><\/strong><\/div>\n<p>&nbsp;<\/p>\n<h3>What are the 3 Secrets?<\/h3>\n<p>Of course there are other best-practices for scaling multi-channel campaigns and addressing the big three challenges. The ones we cover here are:<\/p>\n<p><span style=\"color: #555555;\"><strong>( #1 ) Developing email solutions in-house:\u00a0<\/strong>Nearly all large-volume senders pay ESP vendors on a CPM model, essentially trusting their most valuable asset \u2014 their email list \u2014 to a third party sender. Nearly all large-volume senders pay ESP vendors on a CPM model, essentially trusting their most valuable asset \u2014 their email list \u2014 to a third party sender<\/span><\/p>\n<p><span style=\"color: #555555;\"><strong><strong>( #2 )\u00a0<\/strong>Optimize deliverability:\u00a0<\/strong>Certification, monitoring solutions and customized consulting may sound excessive, especially since email is only one acquisition channel within a marketing mix \u2014 but for volume senders, like Groupon, even a 6% difference in CTR is extremely valuable.<\/span><\/p>\n<p><em>\u00a0 What impacts deliverability?<\/em><\/p>\n<ul>\n<li>ISP throttling (delivery speeds were slowed down by receiving servers)<\/li>\n<li>Delivery performance per IP address and per location in the world<\/li>\n<li>Send speed times<\/li>\n<li>Optimizing for inbox placement between 6 and 9am locally across the world<\/li>\n<\/ul>\n<p><strong><span style=\"color: #555555;\"><strong>( #3 )\u00a0<\/strong>Invest in multi channel marketing:<\/span><\/strong><\/p>\n<p><span style=\"color: #555555;\"><em>\u00a0 Make customers feel recognized with relevant <\/em><\/span><span style=\"color: #555555;\"><em>content and experiences<\/em><\/span><strong><span style=\"color: #555555;\"><br \/>\n<\/span><\/strong><\/p>\n<ul>\n<li><span style=\"color: #555555;\">Markets categories of deals rather than just <\/span><span style=\"color: #555555;\">one per email<\/span><\/li>\n<li>Reward loyalty within transactional emails<\/li>\n<\/ul>\n<p><em>\u00a0 Coordinate communication across channels, devices, and activities<\/em><\/p>\n<ul>\n<li>Map the buying experience across all channels<\/li>\n<li>Use customer data to deploy triggered\u00a0campaigns across email, mobile push and SMS<\/li>\n<\/ul>\n<p><em>\u00a0 Real-time responsiveness<\/em><\/p>\n<ul>\n<li>Provide transparent, helpful and authentic support through all channels<\/li>\n<\/ul>\n<h3>Related Resources<\/h3>\n<p><a title=\"Blog post: What multichannel marketing can do for you\" href=\"http:\/\/brickstreetsoftware.com\/content\/posts\/what-multichannel-marketing-can-do-for-your-company\/\" target=\"_blank\">&#8220;What multichannel marketing can do for you&#8221;<\/a><\/p>\n<p><a title=\"Blog post: Multichannel Marketing rules the world\" href=\"http:\/\/brickstreetsoftware.com\/content\/posts\/opinions\/multichannel-marketing\/\" target=\"_blank\">&#8220;Multichannel marketing: It rules the marketing world&#8221;<\/a><\/p>\n<p>WHITE PAPER:\u00a0<a title=\"Multichannel Marketing White Paper\" href=\"http:\/\/brickstreetsoftware.com\/content\/resources\/white-papers\/white-paper-mulitichannel-marketing\/\" target=\"_blank\">Mulitichannel Marketing, why and how it rules the marketing world<\/a><\/p>\n<h3>Keep up on the latest multichannel marketing news with Brick Street&#8217;s monthly email newsletter. We&#8217;re relaunching with a new layout, better content, and a laser sharp focus on <em><strong>Connections, not Clicks &#8211; <a title=\"Subscribe to Multi Channel Monthly News\" href=\"http:\/\/brickstreetsoftware.com\/#subscribe\" target=\"_blank\">Subscribe today<\/a><\/strong><\/em><a title=\"Subscribe to Multi Channel Monthly News\" href=\"http:\/\/brickstreetsoftware.com\/#subscribe\" target=\"_blank\">.<\/a><\/h3>\n<address>\u00a0<\/address>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; This week we\u00a0cover lessons from Groupon&#8217;s strategy for increasing revenue per email.\u00a0These tips are perfect for organizations with large transactional email volume who depend on email marketing to drive traffic and sales. Read on the learn about industry best practices to lower send cost, improve deliverability and increase revenue per email.\u00a0 Executing a multichannel [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":2311,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,25,1],"tags":[99,97,58,98,40,33,57,96],"class_list":["post-2298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-news","category-posts","tag-deliverability","tag-email","tag-email-marketing","tag-groupon","tag-marketing","tag-mobile-marketing","tag-mobile-push","tag-multi-channel-marketing","entry","odd"],"_links":{"self":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts\/2298","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/comments?post=2298"}],"version-history":[{"count":11,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts\/2298\/revisions"}],"predecessor-version":[{"id":2313,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts\/2298\/revisions\/2313"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/media\/2311"}],"wp:attachment":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/media?parent=2298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/categories?post=2298"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/tags?post=2298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}