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Silverpop 2012 - 10 emails to automate today

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247 billion emails are sent each day - as an email marketer, you can't afford to NOT be using marketing automation tactics. If you're not there already, Whereoware provides a good place to start, …

247 billion emails are sent each day - as an email marketer, you can't afford to NOT be using marketing automation tactics. If you're not there already, Whereoware provides a good place to start, with 10 emails to automate today.

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  • 1. 10 emails to automate today May 17, 2012
  • 2. About Whereoware Online strategy, design, development + marketing The stats: • Twelve years in the business • Work with: B2B services, B2B product, + B2C companies • The Whereoware philosophy: 1-to-1 marketing - targeted, personalized, automated • Silverpop partner • 2011 agency partner of the year • Worked with Silverpop for six plus years • 50+ Silverpop clients • Twitter: @whereoware
  • 3. A few of our clients…
  • 4. 84.7 billion pieces of mail sent last year(2011, U.S. Postal Service)
  • 5. 250 million tweets per day(TechCrunch, October 2011)
  • 6. 35 billion pieces of content shared onFacebook each week(HubSpot, 2011)
  • 7. 87.7 text messages sent or received per dayby 18-29 year olds who use the text (Pew Research Center, 2011)
  • 8. 247 billion emails are sent each day(Email Marketing Reports, 2012)
  • 9. $44.25 is returned for every $1 spend onemail marketing (Direct Marketers Association )
  • 10. Marketing automation
  • 11. Automated targeted emails work Normal 35% Normal 28% Normal 6.5 Normal 26% Automated, 52% Automated, 45% Automated, 8 Automated, 20% Targeted Targeted Targeted Targeted Normal $387 Normal 1% Normal $15 Automated, $499 Automated, 4% Automated, $12 Targeted Targeted TargetedTwitter: @whereoware * All data taken from Whereoware clients
  • 12. Automated targeted emails work Normal 35% Normal 28% Normal 6.5 Normal 26% 49% 60% 23% 23% Automated, increase52% increase45% Automated, increase8 Automated, decrease Automated, 20% Targeted Targeted Targeted Targeted Normal $387 Normal 1% Normal $15 29% 300% 25% increase$499 Automated, increase4% Automated, Automated, increase$12 Targeted Targeted TargetedTwitter: @whereoware * All data taken from Whereoware clients
  • 13. 10 programs to automate Bill’s faves Teya’s faves• Reminders • Renewals• Abandoned web • Cross sell/upsell page • Milestones• Product • List clean-up reviews/surveys• Loyalty programs • Inactive customer• Abandoned demo/webinar 13
  • 14. Reminders••• Difficulty level: medium 14
  • 15. Reminders: examples 15
  • 16. Reminders: examples 16
  • 17. Reminders: examples 17
  • 18. 18
  • 19. Renewals/refills • • • Expiration date, renewal date, or Difficulty level: medium cycle length or start date 19
  • 20. Renewals 20
  • 21. 21
  • 22. Abandoned Web PageDefined: email sent outhours to two days after auser visits a specific page,but does not complete thegoalGoals: Encourage goalcompletionWhat you need:Silverpop’s web trackingcode installed. You mayneed order information orsurvey information Difficulty level: simple/medium 22
  • 23. Abandoned web page: exampleWEBPAGE EMAIL 23
  • 24. Abandoned web page: example EMAIL WEBPAGE 24
  • 25. Cross-sell/up-sellDefined: a series of emailsproviding customers with usefulinformation about like productsor servicesGoals: Encourage additionalordersWhat you need: past purchaseinformation, relational tables Difficulty level: medium/involvedmake it easy 25
  • 26. 26
  • 27. 27
  • 28. Product reviewDefined: email sent Xnumber of days/weeksafter a visitor ordersGoals: Encourage socialinteraction and usergenerated content andgain insight into productinformation or customerservice interactionsWhat you need: websitedata + a third party reviewtool Difficulty level: simple/medium 28
  • 29. Reminders: example 29
  • 30. List clean-upDefined: identifying +removing invalid +inactive contacts froma database.Goals: Save $$$$ +reengage contactsWhat you need: justSilverpop Difficulty level: simple 30
  • 31. 31
  • 32. 32
  • 33. Loyalty programDefined: incentive emailsent when a certainbusiness goal has been met(number of purchases,revenue, visits, etc.)Goals: Encouragereorders/revisits andcustomer loyaltyWhat you need: goals,order history, customerlevels 33
  • 34. 34
  • 35. 35
  • 36. MilestonesDefined: email sent Xnumber of days/weeksbefore a significant date:birthdays, anniversaries,the day a business startedwith your company, etc.Goals: Reinforce thecustomer relationshipWhat you need: customerdemographic data or Difficulty level: mediumcustomer date
  • 37. 38
  • 38. Abandoned demoDefined: an email sentout 12 hours to twodays after a demo wasabandonedGoals: Get users tofinish the demoWhat you need: demodata Difficulty level: involved
  • 39. Inactive customerDefined: an email sent xnumber of weeks/monthsafter a customer stopsinteractingGoals: Get customers toreengage with yourbrandWhat you need: lastlogin date, last orderdate, Silverpop tracking Difficulty level: simple/mediumcode, etc
  • 40. 10 programs to automate Bill’s faves Teya’s faves• Reminders • Renewals• Abandoned web • Cross sell/upsell page • Milestones• Product • List clean-up reviews/surveys• Loyalty programs • Inactive customer• Abandoned demo/webinar 47
  • 41. Questions VOTE @whereoware now to see who wins VOTE FOR TEYA GET IN TOUCHBill Haskittbhaskitt@whereoware.com703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog

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