Six Steps to More Engaged Subscribers

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An exciting new era in marketing has arrived in which interacting and building relationships with customers and prospects is the key to delivering unprecedented ROI. Welcome to the age of engagement marketing. Today, I want to discuss seismic shifts in purchasing behaviour and the resulting need for marketers to respect the power of informed customers and embrace the need for a two-way dialogue with them. And I’ll be sharing insights on the most effective ways to do this.Session Title:“Engagement Marketing: Anticipation Instead of Interruption” Presenter: Will Schnabel—Vice President, International Markets, Silverpop Description: An exciting new age in marketing has arrived in which interacting and building relationships with customers and prospects is key to delivering unprecedented ROI. In this session, Schnabel will discuss the overwhelming need for marketers, in the consumer and B2B arenas, to shift their focus from traditional, one-way approaches to branding and lead generation, to programs that engage customers in a mutually beneficial two-way dialogue. He will also highlight some of the new and innovative strategies that enable successful engagement marketing programs.

National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept

In this Facebook example, the recipient can verify that they want to post this email and adjust a few details of how the email posting will appear in their friends “News Feeds.” Each Social Network is a little different, but the all follow the general outline of this flow.

The ability of this email to reach additional recipients was significant – especially given the minimal time and resource required.

Payment reminders are very well received – “Every time an automated payment reminder is sent out, at least 50 customers reply with thanks that we reminded them”

Embracing a marketing philosophy that enables you to connect deeply with customers and prospects is a smart way to build brand loyalty and weather the current economic storm. And when the economy eventually rebounds, the benefits of engagement marketing will put you in a position of strength compared to your competitors.So, let’s talk about how we do this.

To be successful in this new world, it’s clear that we must embrace engagement marketing. But what exactly does that mean? While studies find that marketers recognise the importance of customer engagement, the latest “Online Customer Engagement Report” from Econsultancy found that fewer than half of organisations actually have a defined customer engagement strategy in place. How to go about establishing a deeper and more beneficial relationship with customers and prospects eludes most organizations.

The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.

Engagement is different from targeting. Targeting is a one-way conversation in which you send messages you believe the customer will find relevant. Engagement marketing is a two-way interaction in which you ask customers to participate in the dialogue, therefore assuring that these customers are waiting to hear from you. Although targeted marketing is an essential part of any savvy marketing plan, it’s no longer enough. As customers gain more control over the brand, it’s imperative to engage them too.

- Web 2.0 Technologies- What, when, in what channel“Engagement” is more than just an industry buzzword; it is the cornerstone of savvy marketing. Along with Web 2.0 technologies that enable marketers to understand and communicate relevant messages, engagement makes it possible for marketers to cultivate vibrant brands, legions of loyal customers and fans, and ever-increasing revenues and marketing returns on investment. Engagement is a marketing approach that—in contrast to traditional brand and direct marketing strategies—allows a brand’s customers and prospects to shape the company’s marketing. People choose what messaging they will receive, and in what channels. Engagement marketing begins at the moment someone takes an action and initiates a dialogue, such as by signing up for an email program or reading a product review and requesting more information.

This welcome email is great!Not only does it include personalization and confirm email preferencesIt drives people straight back to the website with some useful tipsThey also ask recipients for feedback encouraging interaction from the start

Recipients can generate buzz and brand awareness when they post your messages in personal spaces where they have control and trust of friendspositive personal endorsement from a friend is the best possible introduction to your brand that you could hope for. Successful email marketers have learned to engage customers with timely and relevant communications that build these connections.

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Six Steps to More Engaged Subscribers - Presentation Transcript

Email Marketing is not Dead US Attendee: (641) 715-3222, access code 452-796-774 2 UK Attendee: 0870 733 0707, access code 452-796-774
Bad Email Marketing is, however On Life Support US Attendee: (641) 715-3222, access code 452-796-774 3 UK Attendee: 0870 733 0707, access code 452-796-774
A New Era requires A New Approach US Attendee: (641) 715-3222, access code 452-796-774 6 UK Attendee: 0870 733 0707, access code 452-796-774
Engagement Email Marketing US Attendee: (641) 715-3222, access code 452-796-774 7 UK Attendee: 0870 733 0707, access code 452-796-774
Wanted becomes Anticipated US Attendee: (641) 715-3222, access code 452-796-774 8 UK Attendee: 0870 733 0707, access code 452-796-774
Generic becomes Personal US Attendee: (641) 715-3222, access code 452-796-774 9 UK Attendee: 0870 733 0707, access code 452-796-774
Spray and Pray becomes Lifecycle US Attendee: (641) 715-3222, access code 452-796-774 10 UK Attendee: 0870 733 0707, access code 452-796-774
Offers become Solutions US Attendee: (641) 715-3222, access code 452-796-774 11 UK Attendee: 0870 733 0707, access code 452-796-774
The Right Frequency becomes Subscriber Driven US Attendee: (641) 715-3222, access code 452-796-774 12 UK Attendee: 0870 733 0707, access code 452-796-774
Corporate Speak becomes Personality US Attendee: (641) 715-3222, access code 452-796-774 13 UK Attendee: 0870 733 0707, access code 452-796-774
Us becomes You US Attendee: (641) 715-3222, access code 452-796-774 14 UK Attendee: 0870 733 0707, access code 452-796-774
1 to Many becomes 1 to Many to Many US Attendee: (641) 715-3222, access code 452-796-774 15 UK Attendee: 0870 733 0707, access code 452-796-774
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Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%. UK Attendee: +44 (0) 870 738 0742, access code 434-825-161 US Attendee: (712) 432-1399, access code 434-825-161
• • • • • • • • • 55 percent of UK companies in recent Return Path study did not send welcome messages.
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Sharing the right email  Compelling offer  Single messages  Explanation of the links
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Or the same as all the rest?
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Cart Abandonment Reminder Campaign Big Results after One Month: (compared to all previous email campaigns) 48% lift Click through rate 129% lift in Net Conversion rate Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.
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Frequency Other Format Emails Alternatives Change Channel Email Profile/ Preferences
Missing: - Frequency Option - RSS or catalog option - Contact info.
Tea and coffee break