StrongMail Webinar: Increasing Subscriber Engagement


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StrongMail Webinar: Increasing Subscriber Engagement

  1. 1. Breaking Through to the Inbox: Campaigns that Compel Subscribers to Engage<br />February 17, 2011<br />
  2. 2. Who is StrongMail?<br />Founded in 2002; Headquartered in Silicon Valley <br />Industry-leading email and social media marketing technology platforms<br />Full agency services for email, social media, and interactive marketing<br />Global Reach: North America, UK/EMEA, APAC<br />Top investors include Sequoia Capital, Globespan, Evercore Ventures<br />Over 550 customers, catering to mid-sized to Fortune 2000 brands.<br />StrongMail customers include some of the world’s largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industries.<br />2<br />Proprietary and Confidential | <br />
  3. 3. StrongMail Customers<br />3<br />Proprietary and Confidential | <br />
  4. 4. Increasing Subscriber EngagementKara Trivunovic, Senior Director, Strategic ServicesAmanda Hinkle, Online Marketing Strategist<br />Proprietary and Confidential | <br />4<br />
  5. 5. ISP’s Are Filtering on Engagement in 2011<br />5<br />Proprietary and Confidential | <br />
  6. 6. Email Marketers Are Making Engagement a Top Priority in 2011<br />Increasing Subscriber Engagement<br />52%<br />Improving Segmentation and Targeting<br />49%<br />Integrating Social Media and Email Marketing<br />43%<br />Source: StrongMail 2011 Marketing Trends Survey, 925 Global Email Marketing Respondents; Question: What are your most important email marketing initiatives in 2011?<br />
  7. 7. Value of an Email Address<br />Open Rate<br />Clicks Over Time<br />Click Through Rate<br />Conversion Rate<br />Meaningful Brand Experience<br />engagement [en-geyj-muhnt]<br />Revenue per Email<br />Brand Awareness<br />Message Reply Rate<br />Length of Subscription<br />Revenue per Campaign<br />Opens Over Time<br />7<br />Proprietary and Confidential | <br />
  8. 8. Offer Timely Subscriptions to an Email Mini-Series<br />Series of 5 emails themed around a seasonal event<br />Offers exclusive content, only available through email subscription.<br />8<br />Proprietary and Confidential | <br />
  9. 9. Mystery Coupon… Click and Shop to Find Out!<br />Mystery Coupon offers potentially huge savings… you could get 100% off!<br />Makes them get all the way through the shopping process before revealing the discount.<br />Clear message and call to action.<br />
  10. 10. Create a Sense of Urgency & Promote Cross-Channel Engagement<br />Conveys last chance message with a tight expiration window.<br />Offers mobile and social media incentives to drive multi-channel engagement.<br />Allows individuals to find a nearby store.<br />
  11. 11. Give Them a Second Chance<br />Provides an incentive to those who haven’t completed their double opt-in<br />Use pre-header text so can read on a mobile device<br />Easy one-click redemption<br />
  12. 12. Thank Your Subscribers… People Like to be Appreciated!<br />Branded “FanMail” series conveys that they’re part of something special.<br />Automatic entrance into a Sweepstakes gives them something for little to no effort.<br />Setting expectation for future offers increases email open rates.<br />
  13. 13. Ask Your Subscribers for Their Opinions<br />Offer your subscribers rewards in exchange for their opinions and insights.<br />Optimize for image suppression so they can always see the offer.<br />
  14. 14. Charitably Motivate Existing Subscribers to Refer New Business<br />Online & offline components drive multi-channel engagement.<br />Fosters a sense of community via social integration – results are posted to Facebook to track the overall impact on the charity.<br />The compelling offer encourages the recipient to take action and share the experience with friends.<br />
  15. 15. Create a Sense of Urgency with Your Business Model<br />Over 2 million subscribers expect their email to be delivered in the same 10 minute window every day.<br />Offers are dynamically customized based on prior purchase history and brand affinity.<br />Uses deliverability reporting to filter out non-responder segment, treat differently.<br />
  16. 16. Use Dynamic Content to Make it Relevant<br />37,000 versions driven off of one email template<br />Personalized offers triggered based on unique profile data<br />New Hotmail and Yahoo interactive functionality enables search within email<br />
  17. 17. Foster Deeper Loyalty by Giving Them a Voice<br />Introduces personalized, interactive features with an incentivized call for user feedback.<br />Provides clear 1 – 2 – 3 instructions for what to expect on the new site.<br />Clearly articulates the value to the user and what to expect.<br />
  18. 18. Products?..... What Products?<br />Halloween shopping email doesn’t feature any products.<br />Uses riddles to drive click-throughs... Tie answers to unique products on the web<br />Long email encourages scrolling and further engagement.<br />
  19. 19. When in Doubt... You Can Always Bribe Them<br />Offers an incentive for opting into the email list.<br />Provides clear instructions and a single call to action.<br />
  20. 20. Get ‘em While They’re Hot<br />Uses triggered alerts to send contextually relevant emails when the subscriber is most engaged to drive sales.<br />Offers a discount if they take action.<br />Social integration drives engagement in other channels.<br />
  21. 21. Thank You!<br /><ul><li>Go to
  22. 22. Whitepapers
  23. 23. Research
  24. 24. Case Studies
  25. 25. Webinars
  26. 26. Expert Advice & Blogs
  27. 27. Twitter: @strongmail
  28. 28.</li></ul>Kara Trivunovic<br />Sr. Director, Strategic Services<br />(219) 365-6445<br /><br />Amanda HinkleOnline Marketing Strategist<br />(650) 421-7125<br /><br />