Get Smarter - Improve Relevance,
Reach and Engagement
Angela Brohman
Partner Programs Director, Silverpop
abrohman@silverpop.com

2
3
Inbox Management – A Reality Check….

6
Inbox Management – A Reality Check….

7
8
9
Getting Smarter with….

10
Get Smarter - Improve Reach,
Relevance and Engagement
Get Smarter - Reach

12
Expand & Improve your Opt-In Options

13
56% hide opt-in at the bottom
7% go for mid-page opt-in
36% highlight opt-in at the top
Moving opt-in from below the fold to above
Sample Results

516% lift - Top of home page/Every page
348% lift – Top of home...
Use Popovers

Pop-overs = 200-400% lift
19
20
Create share-worthy content

22
25
Make it easy for your content to be shared
Publish to Social

27
28
Make your Forms Easy to Fill Out

29
Make your forms easy to fill out

30
Social Sign-in At Work

10%-50%
Increase in conversion rates for
marketers offering social sign in.

31
Social Sign In: Martha Stewart
Progressive Web Forms
− Review Opt-in placement on your website
and adjust if necessary.
− Use Pop-Overs to increase opt-ins.
− Create share-wor...
Get Smarter - Relevance

35
Relevance – In Context
BILL

GENDER

M

AGE

22

INTERESTS

HIKING
PURCHASE
HISTORY

B UY E R
new customer
cart abandoner
...
Build a Better Preference Center (Part I)

37
Traditional Opt-in Form

38
Discovery Opt-in Form: Personal Parenting Plan
40
Test for the Best Results

42
SEND TIME
Be at the top of the inbox

Send to each recipient at the time
they are most likely to open
Algorithm continuall...
44
Offer Helpful Content

45
46
Welcome & Getting Started

47
Before time runs out

48
− Let your customers tell you what they are
interested in hearing about.
− Test - It really doesn’t take that much time!
R...
Get Smarter - Engagement

50
Deliver the right experience

51
52
53
54
55
Deepen the Relationship

57
58
59
Single Email

Welcome Email Series
Mint Welcome
Behavior-based
Program

61
Activation 1
Sent to users who
have not added
their banks after 7
days.

62
Activation 2
Sent to users who
have not added
their banks after 14
days

63
Build a Better Preference Center (Part II)

64
66
67
Design with Mobile in mind

68
Email Opens: January 2013
Mobile:
Smartphones (iPhone, Android) and tablets
Mobile
42%

Desktop
33%

Webmail
25%

Desktop:...
From Name

No matter the screen size…
Subject Line
Preheader

Subscribers view emails in
stages, making choices as
they go...
From and Subject Matter More than Ever
From Name
~25 characters
Subject Line
~35 characters
Pre-header
~85 characters
71
Support the subject line with
a creative, useful or helpful
pre-header.
•
•
•
•

Call-to-action
Special offer
Reminder
NOT...
70% Delete
18% Unsubscribe
Source: Emarketer 2012

73
76
− Be thoughtful about Image to Text ratio.
− Use video to share stories and information
about your brand.
− Deliver releva...
ThankYou!
abrohman@silverpop.com
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios
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Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios

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"Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios." Conoce la presentación de Angela Brohman en Digital Marketing University 2013 en Ciudad de México.

El consumidor de hoy espera más: experiencias más relevantes, personales y útiles. Cumplir con esto es un desafío. Si trabajas sobre los mismos programas de email marketing año tras año y aún así esperas mejores resultados, corres el riesgo de no alcanzar las expectativas. Si buscas tips y mejores prácticas para llevar tus campañas de email marketing a un nuevo nivel, no deberías faltar a esta sesión. Aprenderás cómo incrementar la relevancia de tus contenidos, aumentar exponencialmente el engagement y aprovechar los datos para mejorar la experiencia del consumidor.

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Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios

  1. 1. Get Smarter - Improve Relevance, Reach and Engagement
  2. 2. Angela Brohman Partner Programs Director, Silverpop abrohman@silverpop.com 2
  3. 3. 3
  4. 4. Inbox Management – A Reality Check…. 6
  5. 5. Inbox Management – A Reality Check…. 7
  6. 6. 8
  7. 7. 9
  8. 8. Getting Smarter with…. 10
  9. 9. Get Smarter - Improve Reach, Relevance and Engagement
  10. 10. Get Smarter - Reach 12
  11. 11. Expand & Improve your Opt-In Options 13
  12. 12. 56% hide opt-in at the bottom
  13. 13. 7% go for mid-page opt-in
  14. 14. 36% highlight opt-in at the top
  15. 15. Moving opt-in from below the fold to above Sample Results 516% lift - Top of home page/Every page 348% lift – Top of home page/Every page 100% lift – Top of home page from bottom 50% lift - Top of home page from bottom
  16. 16. Use Popovers Pop-overs = 200-400% lift
  17. 17. 19
  18. 18. 20
  19. 19. Create share-worthy content 22
  20. 20. 25
  21. 21. Make it easy for your content to be shared
  22. 22. Publish to Social 27
  23. 23. 28
  24. 24. Make your Forms Easy to Fill Out 29
  25. 25. Make your forms easy to fill out 30
  26. 26. Social Sign-in At Work 10%-50% Increase in conversion rates for marketers offering social sign in. 31
  27. 27. Social Sign In: Martha Stewart
  28. 28. Progressive Web Forms
  29. 29. − Review Opt-in placement on your website and adjust if necessary. − Use Pop-Overs to increase opt-ins. − Create share-worthy content to get people talking about you and attract more − Make it easy for your content to be shared. − Make it as easy as possible for people to fill out your forms. 34
  30. 30. Get Smarter - Relevance 35
  31. 31. Relevance – In Context BILL GENDER M AGE 22 INTERESTS HIKING PURCHASE HISTORY B UY E R new customer cart abandoner browser 36
  32. 32. Build a Better Preference Center (Part I) 37
  33. 33. Traditional Opt-in Form 38
  34. 34. Discovery Opt-in Form: Personal Parenting Plan
  35. 35. 40
  36. 36. Test for the Best Results 42
  37. 37. SEND TIME Be at the top of the inbox Send to each recipient at the time they are most likely to open Algorithm continually learns the behaviour of every single recipient Start Monday 4pm Monday 9pm Tuesday 7am Thursday Thursday 8am 10pm Friday 10am Friday 6pm Friday 10pm Saturday 7am Saturday 3pm
  38. 38. 44
  39. 39. Offer Helpful Content 45
  40. 40. 46
  41. 41. Welcome & Getting Started 47
  42. 42. Before time runs out 48
  43. 43. − Let your customers tell you what they are interested in hearing about. − Test - It really doesn’t take that much time! Really! Start small and don’t test too many things at once. − Offer helpful content when and where you can. 49
  44. 44. Get Smarter - Engagement 50
  45. 45. Deliver the right experience 51
  46. 46. 52
  47. 47. 53
  48. 48. 54
  49. 49. 55
  50. 50. Deepen the Relationship 57
  51. 51. 58
  52. 52. 59
  53. 53. Single Email Welcome Email Series
  54. 54. Mint Welcome Behavior-based Program 61
  55. 55. Activation 1 Sent to users who have not added their banks after 7 days. 62
  56. 56. Activation 2 Sent to users who have not added their banks after 14 days 63
  57. 57. Build a Better Preference Center (Part II) 64
  58. 58. 66
  59. 59. 67
  60. 60. Design with Mobile in mind 68
  61. 61. Email Opens: January 2013 Mobile: Smartphones (iPhone, Android) and tablets Mobile 42% Desktop 33% Webmail 25% Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!) Source: Litmus Email Analytics 69
  62. 62. From Name No matter the screen size… Subject Line Preheader Subscribers view emails in stages, making choices as they go. Preview/Open Swipe/Click/Tap Landing Page/Site
  63. 63. From and Subject Matter More than Ever From Name ~25 characters Subject Line ~35 characters Pre-header ~85 characters 71
  64. 64. Support the subject line with a creative, useful or helpful pre-header. • • • • Call-to-action Special offer Reminder NOT “having trouble…?” 72
  65. 65. 70% Delete 18% Unsubscribe Source: Emarketer 2012 73
  66. 66. 76
  67. 67. − Be thoughtful about Image to Text ratio. − Use video to share stories and information about your brand. − Deliver relevant on-boarding communications − Let the customer self-select communication frequency − Design with Mobile in mind! 77
  68. 68. ThankYou! abrohman@silverpop.com

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