Whereoware: 5 Silverpop Emails to Implement Today


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Whreoware presents 5 Silverpop Emails to Implement Today. Presented during the 9th Annual Silverpop Client Summit. Find out how to increase the effectiveness of your Silverpop email campaigns by targeting the people who matter. Take your email marketing program to the next level by focusing on high value emails.

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  • Digital strategy and tactical execution- lots of in depth conversations with a lot of smart people trying to figure it out. Always making sure that what was done online matched what was being done offline.We’ve watched it evolve over the past decade. Things are changing fast now.
  • What’s my background?11 years supporting CPG companies in home furnishings Industry. Background in sales management, marketing, export for textile, home décor company.
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  • Whereoware: 5 Silverpop Emails to Implement Today

    1. 1. 5 Programs to Implement Today<br />
    2. 2. About us: Whereoware<br />
    3. 3. About us: Whereoware<br />Work with B2B services, B2B product based, B2C <br />35 Silverpop clients<br />40 instances across Engage B2B + 8.0<br />Today’s Examples:<br />B2B, wholesaler selling to independent retailers<br />B2C<br />
    4. 4. About us: your speakers<br />Bill Haskitt<br />Bill heads Whereoware's web marketing practice, which includes marketing automation, search engine optimization, pay-per-click, and behavior-based marketing. In addition to an extensive expertise in e-commerce, bill is a CRM and sales automation veteran, which is invaluable when integrating customers’ CRM with marketing automation. <br />Bill has his bachelor’s degree from the University of Michigan with a dual major in Math and Psychology.<br />Teya Flick<br />Joined the Whereoware team in 2008 as a marketing manager, developing marketing programs for several clients. She has developed and implemented a wide scope of online marketing tactics including: automated and lead generation programs plus SEO, PPC and SMM. She now oversees Whereoware’s marketing efforts as Marketing Director. <br />Teyahas an M.B.A from the University of Maryland, College Park and a B.S. in Electrical Engineering from the University of Virginia. <br />
    5. 5. Plan for Today<br /><ul><li>Automated, targeted campaigns
    6. 6. Welcome
    7. 7. Super opt-in
    8. 8. Abandoned cart
    9. 9. We miss you
    10. 10. Time sensitive sales
    11. 11. Key takeaways</li></ul>Automated, targeted campaigns<br />
    12. 12. Automated, targeted campaigns<br />Defined: emails that are targeted + triggered based on a set of rules or criteria<br />
    13. 13. Automated, targeted campaigns<br />CLASSIC EXAMPLE<br />
    14. 14. Automated, targeted campaigns<br />They work!<br />* All data taken from Whereoware clients<br />
    15. 15. Plan for Today<br /><ul><li>Automated, targeted campaigns
    16. 16. Welcome
    17. 17. Super opt-in
    18. 18. Abandoned cart
    19. 19. We miss you
    20. 20. Time sensitive sales
    21. 21. Key takeaways</li></ul>Welcome<br />
    22. 22. Welcome<br />Defined: anemail that automates when a user registers for your site or signs up for email.<br />Goals:<br />Provide reassurance<br />Build a relationship.<br />Engage immediately.<br />
    23. 23. Welcome: results<br />Average: <br /><ul><li>61% open rate
    24. 24. 45% click through rate
    25. 25. 10 minutes on site</li></li></ul><li>Welcome: examples<br />Reminds users why they are getting the email<br />Links to their website<br />Promotes their Facebook page<br />
    26. 26. Welcome: examples<br />Links to website<br />Reminds users why they are getting the email<br />Email benefits<br />Add to address book<br />
    27. 27. Welcome: how to<br />Gather email opt-ins and/orregistrations off your website. <br />Create the welcome email. <br />Set up a program that triggers off people opting into your email program or registering for your site. <br />
    28. 28. Plan for Today<br /><ul><li>Automated, targeted campaigns
    29. 29. Welcome
    30. 30. Super opt-in
    31. 31. Abandoned cart
    32. 32. We miss you
    33. 33. Time sensitive sales
    34. 34. Key takeaways</li></ul>Super opt-in<br />
    35. 35. Super opt-in<br />Defined: Email, dedicated to asking your users what they want to hear about and how often they want to hear it<br />Goals:discover users email preferences, increasing your email engagement <br />
    36. 36. Super opt-in: results<br /><ul><li>SOI emails receive on average:
    37. 37. 48% open rate
    38. 38. 38% click through rate
    39. 39. 8% increase in overall open rates for those who use SOI vs. those who do not</li></li></ul><li>Super opt-in: examples<br />Tell user they can control their email preferences<br />Link to email preference form<br />Example of preference choices<br />
    40. 40. Super opt-in: examples<br />How often? <br />
    41. 41. Super opt-in: examples<br />What topics?<br />
    42. 42. Super opt-in: examples<br />Tell user they can control their email preferences<br />Link to email preference form<br />Example of preference choices<br />
    43. 43. How often? <br />What topics?<br />
    44. 44. Super opt-in: guide<br />Create your super opt-in form in Silverpop<br />Create an email with the only call to action to fill out the super opt-in form<br />Set up an automated SOI program that goes one week after users receive the welcome email<br />
    45. 45. Plan for Today<br /><ul><li>Automated, targeted campaigns
    46. 46. Welcome
    47. 47. Super opt-in
    48. 48. Abandoned cart
    49. 49. We miss you
    50. 50. Time sensitive sales
    51. 51. Key takeaways</li></ul>Abandoned cart<br />
    52. 52. Abandoned cart<br />Defined: an email sent out one to three days after a user places items in a cart, but does not complete the order<br />Goals:<br />reduce abandonment rates<br />encourage orders<br />
    53. 53. Abandoned cart: results<br />
    54. 54. Abandoned cart: examples<br />Remind users they have something in your cart.<br />Provide a reminder of what was in the cart.<br />Provide a link to complete the transaction<br />
    55. 55. Abandoned cart: examples<br />First time abandoned<br />Remind users they have something in your cart.<br />Link to complete the order.<br />Second time abandoned<br />Directions on how to complete the order.<br />Provide an incentive to complete the order.<br />
    56. 56. Abandoned cart: how to<br />Find out if and how you can collect abandoned cart data. <br />Create an abandoned cart email.<br />Set up a program that triggers one to three days after the cart abandonment date. <br />
    57. 57. Plan for Today<br /><ul><li>Automated, targeted campaigns
    58. 58. Welcome
    59. 59. Super opt-in
    60. 60. Abandoned cart
    61. 61. We miss you
    62. 62. Time sensitive sales
    63. 63. Key takeaways</li></ul>We miss you<br />
    64. 64. We miss you<br />Defined: an email sent out to users who have not visited your site in x number of months<br />Goals:Re-engage users.<br />
    65. 65. We miss you: results<br /><ul><li>42% open rate
    66. 66. Reengaged on average 14% of inactive customers
    67. 67. 4% order conversion rate</li></li></ul><li>We miss you: examples<br />Why are they getting the email<br />Why they should visit…<br />Username/password reminders<br />
    68. 68. We miss you: guide<br />Install SPOP tracking code to your site. <br />Create your “We Miss You” email.<br />Set up the program to trigger off of x number of months from their last web visit.<br />Kick it up a notch by making it a trickle campaign. <br />
    69. 69. Plan for Today<br /><ul><li>Automated, targeted campaigns
    70. 70. Welcome
    71. 71. Super opt-in
    72. 72. Abandoned cart
    73. 73. We miss you
    74. 74. Time sensitive sales
    75. 75. Key takeaways</li></ul>Time sensitive sale<br />
    76. 76. Time Sensitive Sale<br />Defined: an email with a fantastic sale that only lasts for a finite period of time<br />Goals:orders<br />
    77. 77. Time Sensitive Sale: results<br /><ul><li>18% increase in order conversion rates!</li></li></ul><li>Time sensitive sale: examples<br />Small sale window<br />Strong call to action<br />Price reduces as sale progresses<br />
    78. 78. Time sensitive sale: examples<br />Small sale window<br />Strong call to action<br />Use SOI to target users<br />
    79. 79. Time Sensitive Sale: guide<br />Create your time sensitivity saleemail.<br />If you have a short window just send one email at the start of the sale. <br />If your sales window is longer send out the first email the day the sale starts and send a second automated email the last day of the sale.<br />
    80. 80. Plan for Today<br /><ul><li>Automated, targeted campaigns
    81. 81. Welcome
    82. 82. Super opt-in
    83. 83. Abandoned cart
    84. 84. We miss you
    85. 85. Time sensitive sales
    86. 86. Key takeaways</li></ul>Key takeaways<br />
    87. 87. Key takeaways<br /><ul><li>Targeted, automated emails work
    88. 88. Data is key
    89. 89. Start off small
    90. 90. Don’t be afraid to experiment
    91. 91. Cumulative benefit</li></li></ul><li>Learn more…<br />Gain access to the how-to guide, with messaging options and step-by-step instructions.<br />GET IN TOUCH<br />Bill Haskitt<br />bhaskitt@whereoware.com<br />703-889-1212<br />Teya Flick<br />tflick@whereoware.com<br />703-889-1213<br />
    92. 92. Questions + answers<br />
    93. 93.
    94. 94. Super opt-in: examples<br />