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iGB Down Under - Maximizing the Potential of Email Acquisition
 

iGB Down Under - Maximizing the Potential of Email Acquisition

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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 ...

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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  • The King Arthur Flour Company Food company increases email ROI 150 percent with better targeting 20% increase in list size 150% increase in ROI   The Company King Arthur Flour is one of America’s best-selling flours, known by avid bakers for its consistent baking performance and lack of chemical additives. King Arthur sells its all-natural flours to retailers, bakeries and food service companies nationwide. It also sells its flours, baking ingredients and equipment at its retail store in Norwich, Vt., through its Web site, kingarthurflour.com, and in its catalogs mailed to millions of households annually.   The Challenge Email is a big component of King Arthur Flour’s marketing efforts, used to educate customers, increase brand loyalty and drive revenue. However, the company wanted to learn more about customer preferences so it could deliver more relevant, targeted messaging that would engage recipients even more strongly.   “ Our goal was to focus on implementing a more sophisticated email marketing strategy, which required finding an email solution that would allow our marketing team to gain deeper customer insights,” said Halley Silver, director of online marketing, The King Arthur Flour Company.   The Solution King Arthur Flour selected Silverpop Engage as its email provider based upon its usability, functionality and integration capabilities. “Our implementation went very smoothly. We found Silverpop easy to work with from day one,” Silver said. “If we have any questions, the customer service team is always helpful and responsive.”   Today, King Arthur Flour uses Silverpop Engage to send out two to three targeted emails per week to its subscribers. Emails include recipes, new product announcements, sweepstakes and educational resources for bakers. King Arthur Flour uses Silverpop Engage’s Share-to-Social feature in all its promotional emails to help expand the reach of these messages. “Share-to-Social enables us to encourage customers to share our recipes on sites such as Facebook, Twitter and StumbleUpon,” Silver said. “Every email we send has a recipe in it, and Share-to-Social makes it easy for them to go viral.”   King Arthur Flour is also taking advantage of Silverpop’s relational tables functionality to connect Silverpop Engage with its order management system to send emails based on purchase order history and cart abandonment. “One of our goals was to find new ways to remarket to our customers by taking advantage of the data in our backend system,” Silver said. “With the flexibility of Silverpop’s relational tables, we are able to leverage that data to shape our email strategy.”   To gain even deeper insights into its customer preferences, King Arthur Flour is utilizing Silverpop Survey in conjunction with Engage, to gather data from survey responses to send targeted messages based on subscriber preferences. For example, King Arthur will send subscribers an email that links to a survey. Using Silverpop’s Survey product, King Arthur creates a questionnaire asking questions like “For which holidays do you like to bake?” With this data, King Arthur Flour Company targets customers with follow-up messages, such as a personalized Halloween recipe email to subscribers that expressed interest in receiving recipes for that holiday.   The Results King Arthur’s experience confirms that relevancy is key when it comes to successful email marketing. “When we implemented Engage, our goal was to send more targeted emails to our customers,” Silver said. “We are now emailing more often per week to smaller lists. This approach is clearly resonating with our subscriber base, as we had a 150 percent increase in ROI.”   King Arthur is seeing new subscribers sign up for its emails every day as it focuses on sending relevant content and encouraging recipients to share this content. In 2009, its list size grew by 20 percent, a testament to the social-sharing aspect of its emails, as well as links to its blog and contests that engage its subscribers.   Finally, King Arthur met its goal of gaining deeper insights into customer preferences through surveys and was able to utilize that data with Silverpop’s relational tables. It has successfully used these insights to remarket to its customers. For example, King Arthur has collected hundreds of product reviews through its post-purchase emails. In addition to using these ratings in its emails and on its Web site to inform customers, King Arthur also shares them with the customer service, marketing and merchandising teams to shape product direction.     Challenges Lacked customer insights Needed to implement an email strategy   Benefits 20% increase in list size in one year 150% increase in email revenue due to greater segmentation Increase in viral marketing opportunities through Silverpop’s Share-to-Social feature Increased message personalization and insights into customer preferences through relational tables and Survey product.
  • Best Practices Followed: Re-iterates benefits of signing up Opportunity to get engaged 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.
  • The pdf version of the Fabric.com case study is available on the Customer Marketing page of the wiki. Below is the content from the case study: Fabric.com Online retailer increases conversion rates by 40 percent with customer lifecycle marketing campaigns   The Company Fabric.com is the world's leading online fabric store selling customer-measured fabric. Founded in 1999, it has a loyal customer base of sewing enthusiasts. In 2008, Amazon.com bought Fabric.com to expand its selection of sewing and craft products.   The Challenge Several years ago, Fabric.com had a fairly basic email program in place. Emails were sent from an in-house solution to the entire list with no customization or segmentation. Fabric.com recognized that it was not communicating with its customers in an optimal way given its knowledge of how its customers tend to make purchases. “Depending upon the type of product being purchased, each type of Fabric.com buyer purchases their products differently, so it was important to take into account individual buyer purchasing behaviors when communicating with them via email,” said Melanie Coombs, e-mail marketing manager, Fabric.com.   Fabric.com’s “batch and blast” approach was also causing significant issues with email deliverability. The in-house email solution provided limited reporting capabilities and no detailed analysis on the success of the company’s email delivery. Understanding list maintenance best practices and data reporting analytics was vital to its online success. “Using an in-house solution meant that we were not getting the reporting metrics we needed to track email impact and conversions,” Coombs said. “We had little insight into the success of our email program at the time.”   The Solution Fabric.com considered several email solution providers before selecting Silverpop’s Engage solution. “We decided to select Silverpop because of its strong reputation, email industry expertise, and its proven success with retail clients,” Coombs said. “Engage would allow us to create constant touch points with our customers and prospects throughout the purchasing lifecycle.”   Fabric.com decided to take a strategic approach with its emails by focusing on lifecycle marketing campaigns to help keep customers engaged. Using Engage, Fabric.com was able to segment its list into several different groups ranging from its most loyal customers to those considered inactive. Based upon different levels of purchasing behavior, Fabric.com sends out specialized offers. These lifecycle emails offer enticing purchase discounts with the goal of keeping loyal customers engaged and renewing relationships with inactive customers.   The customer lifecycle emails include:   “ Happy Anniversary” emails celebrating the anniversary of a customer’s first purchase with the company “ Happy Birthday” emails celebrating a customer’s birth date “ We Miss You” emails for those customers that purchased previously, but had not done so in the past year “ We Want You Back” emails for those customers that purchased previously, but had not done so in the last 12 to 18 months “ Secret Sale” emails for all other customers who do not fit into the above categories plus all prospects   In addition to its automated customer lifecycle emails, Fabric.com regularly sends out broadcast emails regarding sales and promotions, new products, sales reminders and “Deals of the Day.”   Fabric.com recently implemented a Coremetrics LIVEmail integration with Engage to send out two different series of triggered emails. The first automated campaign is a cart abandonment series. Sent to people who abandoned their shopping carts within the last two days, it includes a strong one-click call to action for recipients to return to their carts. The second automated campaign is a two-week follow-up on those customers that bought a swatch and have not made a purchase yet. It creates a sense of urgency by reminding recipients that the fabric they were interested in may not be in stock much longer. “We decided to integrate Coremetics LIVEmail and Silverpop Engage because we saw an opportunity to further engage with our customers and drive additional revenue,” Coombs said.   Finally, Fabric.com developed a robust preference center to help ensure customers only receive relevant content in their emails. When consumers sign up for email, they are asked about the types of emails they would like to receive (“Deals and Steals,” “Just Arrived” and “Deal of the Day”), as well as other questions such as their birthday, types of sewing preferred and sewing expertise level. Fabric.com even includes a reminder for subscribers to add its email address to their contacts or address book, which most companies only do within their mailings.   The Results Fabric.com’s automated lifecycle marketing emails did so well, Fabric.com decided to make them a regular part of its email strategy. “We are very pleased with the results of our customer lifecycle email campaigns,” Coombs said. “These automated lifecycle campaigns more than doubled open and click-through rates and increased conversion by more than 40 percent.”   For Fabric.com, one of the benefits of implementing triggered campaigns is that they can help bring in a steady revenue stream throughout the week and generate orders on a more even basis to help with warehouse workflow. “Our automated campaigns enable us to plan better,” Coombs said. “They allow us to accomplish a lot in the most hands-off manner possible. The power we have with Silverpop is fantastic.”   Much of Fabric.com’s success is a result of its best-practices approach to segmentation and list maintenance, which all starts with its preference center. Understanding the preferences of its customer at a detailed level has helped the company send consistently relevant messages. As a result, Fabric.com has halved the number of opt-outs on its email.   Fabric.com has also had success with its cart abandonment series using Silverpop Engage and a Coremetrics LIVEmail integration to alert shoppers when they have left an item in the shopping cart. “Our cart abandonment campaign showed positive results immediately,” said Coombs. “In fact, within the first week, our results showed that our average order size has increased by 20%  on cart abandonment emails.”     Business challenges In-house solution prevented segmentation and customization of emails Limited reporting capabilities provided little insight into the success of email program     Benefits 40% increase in conversions through lifecycle marketing campaigns 20% increase in average order size on cart abandonment emails Steady stream of revenue throughout week helps with warehouse flow Email opt-outs cut in half as a result of relevant messaging
  • Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates Average Order Value is 53% HIGHER
  • Click-Through Rates that are 350% higher than broadcast email rates Average Order Value is 10% HIGHER Conversion rates 50% higher than broadcast
  • 42% of social media users check their email four times a day or more, compared to just 27% of those that don’t use social media. - “ View from the Social Inbox 2010 ”, released by Merkle last month. 5%-8% higher CTR, 14%-17% higher conversion and 81%-85% higher AOV – Mountain Gear e-mail containing customer reviews produced 5%-8% higher click-through, 14%-17% higher conversion and 81%-85% higher average order value than e-mail without reviews promoting the same products. In fact, a recent MarketingSherpa study found that 75% of daily social media users said that email is the best way for companies to communicate with them, compared to 65% of all email users. And 49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users
  • e-mail containing customer reviews produced 5%-8% higher click-through, 14%-17% higher conversion and 81%-85% higher average order value than e-mail without reviews promoting the same products.
  • Some campaigns have noted anywhere from a 100% to a 26% increase in CTR in A/B testing with the static image Outlook 2007/Lotus 6.5 do not allow animated gifs

iGB Down Under - Maximizing the Potential of Email Acquisition 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 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