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, with 10 emails to automate today.

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Silverpop 2012 - 10 emails to automate today

  1. 1. 10 emails to automate today May 17, 2012
  2. 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. 3. A few of our clients…
  4. 4. 84.7 billion pieces of mail sent last year(2011, U.S. Postal Service)
  5. 5. 250 million tweets per day(TechCrunch, October 2011)
  6. 6. 35 billion pieces of content shared onFacebook each week(HubSpot, 2011)
  7. 7. 87.7 text messages sent or received per dayby 18-29 year olds who use the text (Pew Research Center, 2011)
  8. 8. 247 billion emails are sent each day(Email Marketing Reports, 2012)
  9. 9. $44.25 is returned for every $1 spend onemail marketing (Direct Marketers Association )
  10. 10. Marketing automation
  11. 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. 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. 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. 14. Reminders••• Difficulty level: medium 14
  15. 15. Reminders: examples 15
  16. 16. Reminders: examples 16
  17. 17. Reminders: examples 17
  18. 18. 18
  19. 19. Renewals/refills • • • Expiration date, renewal date, or Difficulty level: medium cycle length or start date 19
  20. 20. Renewals 20
  21. 21. 21
  22. 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. 23. Abandoned web page: exampleWEBPAGE EMAIL 23
  24. 24. Abandoned web page: example EMAIL WEBPAGE 24
  25. 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. 26
  27. 27. 27
  28. 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. 29. Reminders: example 29
  30. 30. List clean-upDefined: identifying +removing invalid +inactive contacts froma database.Goals: Save $$$$ +reengage contactsWhat you need: justSilverpop Difficulty level: simple 30
  31. 31. 31
  32. 32. 32
  33. 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. 34
  35. 35. 35
  36. 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. 37. 38
  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. 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. 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. 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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