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3 Strategies For Email Marketing Success - DM News-Silverpop
 

3 Strategies For Email Marketing Success - DM News-Silverpop

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Slides from the 2.11.10 DM News Webinar. ...

Slides from the 2.11.10 DM News Webinar.
This webinar presentations shows email program examples and outlines a number of steps that email marketers can take to greatly improve subscriber engagement and ROI. Areas that will be covered include welcome email programs, incorporating personality, making your content more shareworthy, capturing and using customer data, preference centers, reactivation tactics and much more.

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  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • 30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value

3 Strategies For Email Marketing Success - DM News-Silverpop 3 Strategies For Email Marketing Success - DM News-Silverpop Presentation Transcript

  • Three Strategies for Email Marketing Success in 2010
  • Speakers & Agenda
    Loren McDonald
    VP, Industry Relations
    Silverpop
    Moderator
    Melanie Coombs
    Senior Email Marketing Analyst,
    Fabric.com
    Agenda
    Fabric.com Overview
    Setting the Scene
    Leverage the Data
    Engage With Customers / Subscribers
    Automate and Optimize
    Questions & Answers
  • About Fabric.com
    • Online fabric and craft retailer
    • Founded in 1999
    • Headquartered in Marietta, GA
    • Acquired in 2008 by a large online retailer
  • Email Has Been “Easy Pickens,” Like…
  • …but…it is getting tougher.
  • Social Media Explosion
  • Mobile / Small-Screen Devices
  • Inbox Overload
  • Multiple Inboxes
    Web Browser
    Web Version
    PC client
    Mobile Client
    Social Network
    RSS Feed
  • Tuning Out / Inactives
  • So 3 Must Dos in 2010
    Leverage the Data
    Engage With Customers/Subscribers
    Automate and Optimize
  • Leverage the Data
  • It is all about the data…
    Collect
    Observe behavior
    Act
  • Preference Centers/Opt-in Process
  • Why Preference Centers?
  • Society of London Theatre
  • Targeted communications based on age
    Under 26 targeted mailings
    Age centric subject line
    Sent to recipients under 26 years
    Open rates around double average open rates
    Mailing for the over 50’s
    Targeted discount offer
    Open Rates 75% above average open rate
  • Capture Only Data You’ll Use
  • Happy Birthday
    • 52% Open Rate
    • 13.8% CTR
    • 10% higher conversion rate
    • Slightly higher AOV
  • Leverage Behavioral Data
  • Fabric.com Segments List by Purchasing Habits
    Customers
    • Active – Buying, opening and clicking regularly
    • Semi-Active – Buying, opening and clicking occasionally
    • Inactive – No longer buying, opening and clicking
    Prospects
    • Active – Opening and clicking regularly
    • Semi-active – Opening and clicking occasionally
    • Inactive – No longer opening or clicking
  • Purchase Anniversary
    • 30% Open Rate
    • 7% Click through rate
    • 15% Higher conversion rate than overall average
  • Re-engage subscribers before it is too late.
  • Engage With Customers/Subscribers
  • Manage Expectations
  • Subscriber Expectations
    Privacy/Permission
    Brand
    Other communications
    Content
    Frequency
    Format
    Subscription management
    Relevance and personalization
  • Welcome Emails
  • Within two months of opt-in, the open rate typically falls 20% to 25%.
    Source: MarketingSherpa
  • Bring the Flowers
  • Welcome Email Ecommerce Case Study
    • Text
    • Single email
    • IT Generated
    • No marketing messaging
    • HTML
    • 2-part email series
    • Marketing generated
    • Promotions, education
    75% increase in conversions
  • Create content that is shareworthy
  • Social Email is the New Viral
  • Share to Social / SWYN in Email
    Increased views, clicks
    Reach new audience
    Obtain new subscribers
    Viral buzz
    Increased ROI
    Most valuable sharers
  • “Dough” + Valentine = Shareworthy
  • Content that is Engaging & Human
  • Unexpected (but good) content
  • Incorporating Social Aspects Within Emails
    Comments
    User ratings
    Top read, top purchases, etc.
  • Email That Educates & Sells
  • Like, Awesome Dude!
    • Personal reviews/ comments from staff members
    • While not objective, puts real people behind the products and emails
  • Re-engage
  • 25% to 80%+ of your list
    is “inactive”
  • Don’t Wait, Be Proactive
  • Dell Reengagement Email
  • Re-engagement Series
  • Re-engagement Series Results
    Performed abysmally (not unexpected)
    5.8% Open rate
    1.8% click through rate
    1-2 orders per fiscal quarter
    So why bother…
  • Verifies email address is no longer of valueandImproves list quality / deliverability
  • New Message Streams
  • Value-Added Message Streams
    Notifications
    Alerts
    Reminders
    Aggregators
    Confirmations
    Updates
    Closeouts
    …and more
  • Wine of the Day - Cadence
  • Automate and Optimize
  • Why automate?
  • Automation to the rescue!
  • Use Triggers: Reminders / Cart-Abandonment / etc.
  • Web Analytics Data Drives
    Two Key Programs
  • Swatch Order Reminders
  • Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
    Average Order Value is 53% HIGHER
  • Cart Abandonment Emails
    52% Open Rate
    27% CTR
  • Click-Through Rates that are 350% higher than broadcast email rates
    Average Order Value is 10% HIGHER
    Conversion rates 50% higher than broadcast
  • Rewards for Fabric.com’s Efforts
    35+% of revenue comes from email
    Nearly 50% annual growth in email revenue
    140% increase in conversion rate
    More than 50% increase in visitors
    7% increase in avg. order value
  • Go for it!
  • Contact Information
    Melanie Coombs, Fabric.com
    melanie@fabric.com
    www.fabric.com
    Twitter: @fabricmaverick
    Loren McDonald, Silverpop
    lmcdonald@silverpop.com
    Twitter:
    @LorenMcDonald
    @Silverpop
  • Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com