It's Time to Start Thinking Beyond the Holidays: Slides


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During the holidays, we spend so much time trying to acquire new subscribers and increase our send frequency, we lose sight of some of the key principles of email marketing. Let’s take a minute to think beyond the holidays to make sure we’re engaging and retaining our subscribers during and after the big holiday push.

In this webinar, you’ll learn:

How to engage with your customers using what you already know
How to retain your loyal customers
How to use social media and email together

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It's Time to Start Thinking Beyond the Holidays: Slides

  2. 2. BEFORE WE GET STARTED • Having technical difficulties? − Use the Q&A dialog box to let us know. Today’s moderator: − If we can’t help you call Citrix at 888-259-8414 for technical support. − Or you can chat with a Citrix representative at • • To submit questions during the webinar, use the Q & A chat box. Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 - 2 business days. Joy Ugi Digital Marketing Coordinator WhatCounts 2
  3. 3. TWEET! Follow us on Twitter! @WhatCounts @MattlrWC Tweet about this webinar using #BeyondtheHolidays 3
  4. 4. TODAY’S SPEAKER Top 5 things to know about me – 1. Grew up in a small town in Texas. 2. Graduated from the University of Texas at Austin – Hook ‘em Horns! Matthew Ramos Senior Strategic Account Manager WhatCounts 3. I’ve worked in the email marketing space for 3.5 years and have worked with many Fortune 500 clients. 4. Hate lettuce on my sandwiches, but LOVE salads. 5. I love working with my clients to increase their ROI and meet their personal KPIs. 4
  5. 5. PICTURE THIS Your sweepstakes have ended and your special red and green colored websites with dancing gingerbread men have been taken down and you’re now officially back to the daily grind. Hopefully you’ve all had a fruitful holiday season, but now more than ever you need to make sure you keep the momentum up and not get too comfortable in Q1. 5
  6. 6. AGENDA In this webinar, you’ll learn: – How to engage with your customers using what you already know – How to retain your new & loyal customers – How to use social media and email together 6
  8. 8. LET’S USE OUR WEBINAR’S SIGN UP FORM • This is the form you filled out. • We could use any of these data points to market you. • Based on audience size, it’s better to market to you in a programmatic way. • What do I mean? – We’d treat our audience differently if 1 million people registered vs. 50. 8
  9. 9. AT THE VERY LEAST, USE GENDER As much as I love, the creative to these emails, I’m not female and would much prefer emails that are targeted to the male demographic. I’ve purchased men’s clothing before and they should know I prefer men’s clothing moving forward. 9
  10. 10. CLIENT EXAMPLE Data Point: This particular client had state info on their customers. On the opening day of the World Series we targeted the state of Mass. and Miss. to promote their custom cookie bouquets. Subject Line: The World Series Starts Today. Get 10% off Fan Favorites. Average open rate: 2.6% points higher than most other campaigns. 10
  11. 11. CREATE A BIRTHDAY PROGRAM If you are collecting birthday info, USE IT! We can EASILY create a birthday trigger for you that would be sent DAILY. These perform extremely well: • Transaction rates are 5x promo emails. • Daily birthday yield higher conversions. • Monthly yield higher open rates. 11
  12. 12. DON’T KNOW MUCH ABOUT YOUR CLIENTS? Make the sign up process easy. However, in your welcome email ask them to visit your preference center site to fill out their preferences to receive relevant information. 12
  13. 13. CREATE IMPLIED PREFERENCES Use click data to help identify their preferences. This is pretty much done by the recipient clicking on a link within the email. We can use this click data to imply their preference and send campaigns to that specific demographic. 13
  14. 14. WISHLIST PROGRAM Use your wish list as a means to target. The customer has taken the time to fill out their wish list and has shown a level of interest in a product. You should be sending reminders about their wishlist after the holidays. Subject Line could be: Didn’t get everything you wanted for Christmas? Super Subject Line: How about we help with 10% off your wish list today. 14
  15. 15. SURVEY YOUR CUSTOMERS TO SEE WHAT THEY’RE THINKING Subject Line: Your Opinion Counts Use Survey Monkey or a third party service provider to send out a survey to your customers asking for valid feedback. 15
  16. 16. SYMBOLS IN SUBJECT LINES • URL: • Just copy and paste directly in the subject line under the template level • Solid symbols tend to work best universally across all ISPs.
  17. 17. CREATE A MYSTERY OFFER Send a mystery offer that teases your subscriber to engage. You can cater the offer based on their likelihood to engage with the email. 17
  18. 18. MAP OUT YOUR LIFECYCLE Inspire Acquire • • Email Sign Up above the fold on the website. • Sign Up found at Checkout • • • Batch Welcome Series (Touch 1-4) Abandoned Cart Program Engage • • Loyalty Program Abandoned Cart Program Abandoned Cart Program • Winback Mystery offer • ReEngagement • Wishlist Program Survey Email API Welcome • Retain Rate and Review Program Birthday Program • Sweepstakes • • • ReEngage Purchase • Upsell / Cross sell in confirmation email • Frequency Control • Opt Down Unsubscriber 18
  20. 20. CLIENT RETENTION According to the Harvard Business School, increasing customer retention rates by 5 percent increases profits by 25 percent to 95 percent. Let’s explore how you can best retain your customers. Source: 20
  21. 21. CREATE LOYALTY PROGRAM Create a Loyalty Program to keep customers close. Get ideal customers to be VIPs. Studies show that people love being VIP or gold members of programs. There is one caveat, though. This only works when people know there is a class below them on the totem pole. 21
  22. 22. LOYALTY PROGRAMS CAN WORK Source: 22
  25. 25. MARKET YOUR FOUNDATIONS Stand for something. The quickest way to get customers to ignore you is to not stand for anything. A study by the Corporate Executive Board that included 7,000 consumers from across the U.S. found that of those consumers who said they had a strong relationship with a brand, 64 percent cited shared values as the primary reason. If you want loyal customers, you need them to care about you. 25
  26. 26. CLIENT RETENTION • Mailed monthly credit card processing. • If you have a monthly membership fee, you should send a reminder their credit card is about to expire and one when it does expire. 26
  27. 27. HOUSTON CHRONICLE - PREFERENCE CENTER Problem: Sending to many breaking news alerts and giving too many options to opt out. Resolution: Create an opt down preference center to allow people to opt out of certain types of breaking news alerts. 27
  28. 28. OPT DOWN STRATEGY Link them back to the preference center site when they click unsubscribe to allow them to opt down rather than fully opt out. 28
  29. 29. FREQUENCY CONTROL Give your users the option to select their frequency upon sign up. 29
  30. 30. FREQUENCY CONTROL Update your unsubscribe page to give the subscriber the option to opt down. This is a great strategy to follow after the major onslaught of holiday traffic. 30
  31. 31. NORDSTROM UNSUBSCRIBE Love this one because it allows you to opt down and only receive “The Men’s Shop” emails. 31
  32. 32. UNSUBSCRIBE SHOULD INCLUDE SOCIAL OPTIONS Make sure to include social options as second chance. 32
  34. 34. ASK YOUR FACEBOOK FOLLOWERS TO JOIN YOUR NEWSLETTER LIST Don’t be shy. Post a monthly Facebook post asking for people to sign up for your newsletter. 34
  35. 35. INTEGRATE CURRENT COMMENTARY INTO YOUR EMAILS Have great feedback on Facebook? Ask for permission from the poster and include it into an email. 35
  36. 36. SOCIAL! SOCIAL! SOCIAL! Make sure to cross promote your other channels. Make sure your loyal email followers follow other channels. 36
  37. 37. POST EMAIL OFFERS TO FACEBOOK AND TWITTER Use our Social Providers Functionality To Post Offers 37
  38. 38. 38
  39. 39. 1-800-FLOWERS.COM Great Example of integrating Social into Email 39
  40. 40. BROOKSTONE EXAMPLE Another great way to integrate social and email. 40
  41. 41. TIME FOR QUESTIONS! 41
  42. 42. JOIN US FOR OUR NEXT WEBINAR Analytics for 2014: The Numbers that Matter Thursday, Dec. 5 at 2 p.m. ET Speakers: Director of Services Kristine Zimmerman Digital Marketing Coordinator Joy Ugi Sign up! 42
  43. 43. REACH OUT TO US WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 Twitter: @whatcounts 43