iGB Down Under - Maximizing the Potential of Email Acquisition

by iGB Affiliate on Apr 02, 2010

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Understand what makes a successful acquisition and retention marketing campaign and see how to leverage your data to increase the returns from your email marketing. Find out why delivery, tracking conversions/deposits, and campaign automation are such key issues to the industry. Using case studies and examples you will learn how to grow subscribers and conversions and take a look into new opportunities such as video, web analytics and real time content providers.

Jeff Clark, Managing Director of Engage Digital, Silverpop’s Australian & New Zealand Partner

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iGB Down Under - Maximizing the Potential of Email Acquisition — Presentation Transcript

Maximising the Potential of Email Acquisition & Retention Campaigns March 25, 2010 Jeff Clark - Silverpop

3 Keys

Capture & Leverage the Data

Engage With Customers

Automate & Optimize

1. Capture & Leverage the Data

List Growth Tactics Category Tactic Offline Advertising/Direct Marketing Asking offline in stores, printed forms, or catalogs Direct Mail Campaigns PR/Trade Events Ask for names at Trade Shows PR/PR Events Customer Service Customer Service/ Call Center Tele-prospecting Giveaways Sweepstakes/Contests Free Trials/Downloads/Samples/Other Co-Marketing 3 rd party partnerships Cross Promotions with other brands Co-registration Offers in 3 rd party newsletters Online Marketing Banner Advertising Paid Search Data Vendors Branded or Non-branded List Purchase/Rental Appending offline addresses into email names

List Growth Tactics Category Tactic Website Newsletter Offer Site Registration Opt-in/ referral at every consumer touch point Viral Marketing Share to Social Forward to a Friend Refer a Friend (emails, website) Blogs Word of Mouth Other In-store/Point of Sale/Purchase Process Check boxes on registration/order forms Transactional Emails

Prominent Call to Register

Very prominent

Consistent position

On all web pages

Mix of text and images

Next Step

Relevant and contextual messaging depending on the webpage you’re looking at

Preference Centre

Simple 2 step process

Select what interests them for what to receive

Reinforce value & get more data

Other value reinforcing options

Survey to get more data to be more relevant

King Arthur Flour Food company increases email ROI by 150% with better targeting

Overview

Specialty baking company

Send to small, segmented lists

Two-person marketing team

Use surveys to augment data and drive product reviews

Go Viral for more subscribers

Share to Social Case Study

800 recipients shared the email offer

80,000 additional impressions

8% list growth

33% people who viewed a shared item clicked through to the offer

3x CTR of their standard emails

Deliverability

Successful e-mail marketing requires strategy

Reputation

Content

Customer/Client Expectations

2. Engage With Customers

The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated the same Recipients are broken into groups Every individual is treated uniquely Blast Personalisation Personalisation Segmentation Dynamic content Personalisation Segmentation Dynamic content Event triggers Lifecycle campaigns User Generated Content

Welcome Program

Re-iterates benefits of signing up

Opportunity engage with the brand

Set expectations on when first email would be received ( a little vague)

Asked to be added to Address Book

Link to privacy policy

HTML to convey brand image

Sent within 24 hours of registering

Primary message is view-able in an images off environment

Email comes from Crate and Barrel (From Address).

Subject line includes “Welcome” message with brand name.

Relevancy High level of engagement – includes video links and blogger commentary

3. Automate & Optimize

Fabric.com Online retailer increases conversion rates by 40% with customer lifecycle marketing campaigns

Overview

Fabric.com division of major online retailer

Welcome, Birthday, Anniversary, Re-engagement programs

Cart abandonment and order reminder emails

Robust preference center guides relevancy and frequency - has cut opt-outs by 50%

Swatch Order Reminders

Cart Abandonment Emails

48% lift Click through rate

129% lift in Net Conversion rate

10.4% of the total revenue from email marketing

While representing only 2.7% of the total email volume

Source: Diapers.com

* Source Baynote Email Type Best Practice Potential Revenue Uplift Cart Abandonment Recommend similar items and/or up-sell 2% Browse Abandonment Recommend similar items and/or up-sell 2% Deal of the Day Recommend most popular items 1% Special Offers Product club segmentation 1% Order Confirmation Recommend accessory/complimentary items .5% Shipping Confirmation Recommend accessory items .2%

What’s hot in email

Email as a content delivery platform

Blogs, UGC, recommendations, reviews

Video in email (almost…)

Email as the vehicle

Incorporate social media into your email

Lift in revenues by including recommendations and accessories

E-mail containing customer reviews produced:

Higher CTR

Higher conversion

Higher Average Order Value

Social media users like email

Top-rated recipes from Pillsbury Community

Animated gif

Animated email

If appropriate, it can work

Still deliverability challenges

Considerations

DON’T embed

1 – 2 MB is best/3 MB maximum

Stylecampaign.com is a great resource

Q & A

Jeff Clark

[email_address]

Twitter: @Silverpop

Whitepapers and thought capital available at www.silverpop. com

iGB Down Under - Maximizing the Potential of Email Acquisition

by iGB Affiliate on Apr 02, 2010

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iGB Down Under - Maximizing the Potential of Email Acquisition — Presentation Transcript