SUBSCRIBERS RULE!

Subscribers Rule site experience too!

This video was created by Baynote for a presentation at eTail earlier this week. It puts a little humor to how we often treat our customers online.

This carries over directly to how we structure registration processes. Just because a subscriber was interested in one thing in the past does not mean we should always talk to them about the same thing for eternity. In general, I am not in favor of detailed preference centers that ask for a long list of interests for the reasons highlighted in this video. Subscribers’ interests change over time–incorporate behavioral information.

Just be careful not to go to the other extreme. Using some basic demographic data (like gender) should keep you from sending Chip pumps, or “Ballerina Flats.”

Inbox Insanity: The Future of Email

After three weeks on the road at conferences (OMS and eec) and speaking engagements (MIMA), it’s good to be back home — and back behind the SR! blog machine.  All the travel has provided ample fuel for thought which I hope to share at least somewhat coherently here one the pages of SUBSCRIBERS RULE!.

Today, I want to start by sharing the deck from my Wednesday morning presentation to MIMA.  I don’t know what they put in the water up there in Minnesota, but it makes for an amazingly interactive crowd for 8:00AM in the morning.  Seriously — if your regional interactive marketing association is looking for inspiration, look no further than MIMA.  They have built something special up there.

But I digress…MIMA was kind enough to invite me to do a presentation called, “Inbox Insanity: The Future of Email.”  For longtime readers of SR!, you’ll recognize the title as being partly drawn from a post I wrote back in October 2008 called “Inbox Insanity or Why 23 May Be Enough.”

The thesis of the presentation is pretty simple: the future of marketing is the future of email marketing.  I base this on the following observations:

• Social media is not new.
• Every communication advance over the past 15 million years yielded a new “social” media.
• Email is a social media — indeed, it is the most utilized social media in the world.
• The social media explosion has led to inbox fragmentation.
• As a result, I have over 23 inboxes that I check with varying regularity (email, VM, FB, Twitter, etc.).
• This inbox explosion is not sustainable because time is a precious resource.
• Therefore, consolidation of multimedia messaging into a single dashboard is quite likely.
• In a way, such”dashboards” already exist — just look at the iPhone or Yahoo’s  beta Social Inbox where email, VM, SMS, IM, and social updates commingle.
• The social inbox gives consumers more control and marketers less control (if they ever had it).
• Accordingly, marketing communications increasingly exist by consumer invitation.
• And all such invitations are easily revoked.
• As a result, all marketing is increasingly going to be governed by the same consumer attitude that surrounds email marketing today — namely, if you send something irrelevant, unrequested or untimely, you will be considered a spammer.
• Therefore, all marketers would be wise to embrace the SR! philosophy regardless of the medium in which they work.

For an outside perspective on my presentation, check out Interactive Snack’s overview of the session.

While I probably raised more questions than I answered, I think that’s probably a good thing.  We all need to distrust anyone who says they have the answers right now.  We don’t live in a period of answers — we live in a time of creative destruction, rapid evolution, and downright confusion.

Through it all, however, there is one thing of which I am sure.  Making your marketing communications more relevant, timely, and personal — regardless of medium — can only improve your results.

Thanks again to the great folks I met up in Minneapolis.  I hope to be back soon with more things to ponder (and yes, perhaps a few answers too!).

Cheap Advertising that beats Super Bowl Commercials

YouTube’s Ad Blitz allowed Tubers to vote on their favorite Super Bowl ads. This “Free Doritos” commercial took top place in the voting, it also happens to be the most watched 2009 Super Bowl commercial on hulu.com. The most interesting thing is that the commercial was not produced by an agency, it was the winner of Doritos’ consumer-generated ad contest. According to AdAge, the commercial only cost $2,000 to make, but Doritos will be shelling out $1 million to brothers Joe and Dave Herbert (who BTW happen to be from ExactTarget’s home state of Indiana).

At $3 millon for a 30 second spot to reach 98 million consumers, I calculate this to be about $40 CPM for ad impressions. Truthfully, they have continued to get milage out of the ad on the internet, so we can bring that down a bit… call it $30 CPM.

Looking at the cost of impressions on YouTube, this “ad” for Charlotte radio station 96.1 The BEAT takes the cake for cheap advertising. The cost, a leotard, a webcam, and a little dignity (okay, a lot of dignity–but this is a radio station intern, what did he expect?). I’ll go with the conservative estimate and throw the $150 webcam into the equation. Add $50 for the outfit and you come to less than $0.09 per 1,000 views.

Let this serve as encouragement as we think about how to grab the attention of our audiences on a mass scale. Clearly, the people at The BEAT know their audience. In this emerging landscape, anyone can give big brand marketers a run for their money!

SUBSCRIBERS RULE! Philosophy Part 1: Love Thy Subscriber

With February, the month of love (pronounced “luv”) upon us, it strikes me as the perfect time for a quick refresher on why marketers should love their subscribers.

Love Thy Subscriber!

First, a word on what I mean by “subscriber.”  You see, in this digitally fragmented age, a subscriber is anyone who gives you permission to communicate with them via specific one-to-one channels.  The most obvious and productive of these channels is email.  I don’t just say this because ExactTarget pays the bills.  I say it because the research says so.

Marketers can also acquire subscribers through channels other than email such as RSS, SMS (text messaging), Facebook (”friends”), and Twitter (”followers”).  While the nuances of each medium differ both in terms of what you can send and how you send it, they each share a common reality — subscribers, not marketers, rule.  In other words, the subscriber controls the relationship’s beginning as well as its end (the dreaded “unsubscribe”).

Thanks to the economy, the shrinking efficacy of traditional marketing channels, and the increasing cost of direct mail, subscribers are now much more than a “nice to have” — they are a core asset of every company’s marketing program.  The reasons are simple:

1. Subscribers want to hear from you.
2. Subscribers are often your best customers.
3. It is much less expensive to email. text, update & tweet to subscribers than it is to reach strangers via third-party advertising.
4. You can reach subscribers instantly.

Clearly, there’s a lot to love about subscribers.  So why do so many companies treat them like an afterthought rather than an asset?  Why do so many marketers “batch & blast” subscribers rather than build relationships with them?  What can we do to elevate subscriber to their rightful place of honor atop the marketing food chain?

At ExactTarget, we answered this question by launching the SUBSCRIBERS RULE! philosophy — three simple tenets that, if followed, can help any company build better, more profitable relationships with their subscribers.  The three tenets are:

• Serve the individual
• Honor each individual’s unique preferences with regard to communication, content, frequency, and channel
• Deliver subscribers timely, relevant content that improves their lives

For those who attended our Connections User Conference last year, this is a bit of review.  Heck, you even got a music video to nail home the point.

For those who are new to the SR! Philosophy, however, I will be digging deeper into each tenet means to your email, SMS, and social media marketing efforts in the days to come.

There’s simply no time like the present, however, to show your subscribers that you love them — and there’s no better way to do that then working hard to ensure that their preferences are honored and their needs met by each and every one of your one-to-one communications.

The Super Bowl’s Email Afterthought

If you were one of the 90+ million Americans who watched the Super Bowl this past weekend, you were not only treated to a great game but also a number of great commercials from Doritos.  What you might not have known is that two of those commercials were produced by regular Joes and selected as the winner and runner-up of Doritos’ Crash the Super Bowl contest.

The contest, which ran for weeks prior to the Super Bowl, allowed people to vote on their favorite consumer-generated Doritos commercials until only five remained.  The finalists were then subjected to a final round of consumer voting, and the winning commercial, “Free Doritos!“, was shown during the 1st quarter (personal aside — the runner up, “ATM“, was created by a friend of mine, but that back story is best told over drinks at this week’s Online Marketing Summit).

The campaign generated a ton of buzz for Doritos, and both ads garnered positive comments from many Super Bowl ad reviewers.

So imagine my surprise as a Crash the Super Bowl voter when I received the following email from Doritos yesterday (Tuesday).

An opportunity missed of Super Bowl proportions.

What a missed opportunity!  The email didn’t contain any branding, any offer or any call to action to become a subscriber to Doritos future email communications.  My guess is that email was an afterthought in this campaign — a line item that had to be checked off before the books could be closed on this year’s “Crash the Super Bowl” party.

And what a shame that is.  Doritos had my post-Super Bowl attention.  They could have sent me a coupon to try a new flavor or opt-in to their continuing communications.  That way, the 30 seconds of attention they garnered around the Big Game would create value throughout the year as they grew their email subscriber base exponentially overnight.

Doritos certainly isn’t alone in treating ad campaign emails as an afterthought.  One hopes, however, that the belt-tightening of 2009 will force agencies and companies to capitalize on the power of email — and subscribers — to produce far greater ROI than any single television commercial.