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#CNX14 - Email Lifecycle Strategies from the Swipe File

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Consumers have different needs and expectations at each stage of the email subscriber lifecycle—from acquisition and onboarding, through a range of engagement and re-engagement tactics, to the end of an email relationship. In this session, Chad White, ExactTarget Marketing Cloud’s Lead Research Analyst and author of Email Marketing Rules, will share advice on how to optimize each stage, illustrating his recommendations with real-life examples from the Marketing Cloud Swipe File on Pinterest. Get inspired and come away with great email marketing ideas to steal, test, and make your own.

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#CNX14 - Email Lifecycle Strategies from the Swipe File

  1. 1. Track: Email Marketing #CNX14 #CNX14 Email Subscriber Lifecycle Strategies from the Swipe File Chad White Lead Research Analyst, ExactTarget Marketing Cloud Author of Email Marketing Rules @chadswhite @ETswipefile pinterest.com/ExactTarget
  2. 2. @chadswhite Track: Email Marketing #CNX14 “Mass marketers develop a product and try to find customers for that product. But 1:1 marketers develop a customer and try to find products for that customer.” —Don Peppers and Martha Rogers, Coauthors of The One to One Future
  3. 3. @chadswhite Track: Email Marketing #CNX14 To maximize the value of an email relationship, you need to cater to your subscribers’ needs and wants throughout their entire subscriber lifecycle.
  4. 4. @chadswhite Track: Email Marketing #CNX14 The subscriber lifecycle has 6 stages: • Acquisition — signup processes through acquisition sources • Onboarding — signup confirmation page and welcome email(s) • Engagement — broadcast and seasonal emails • Reengagement — win-back and other reengagement tactics • Super-engagement — segmented, browse & cart abandonment, post-purchase, and other emails • Transition — opt-out page, opt-out confirmation page, preference center, re-permission emails
  5. 5. @chadswhite Track: Email Marketing #CNX14
  6. 6. @chadswhite Track: Email Marketing #CNX14 What we’ll cover during the next 40 minutes… 1 2 3 Acquisition + Onboarding Engagement + Reengagement + Super- Engagement Transition
  7. 7. Track: Email Marketing #CNX14 Chad White • Lead Research Analyst at the ExactTarget Marketing Cloud • Author of Email Marketing Rules (2nd Edition released 9/2/14) • 10+ years covering email marketing and ecommerce as researcher and journalist @chadswhite
  8. 8. Track: Email Marketing #CNX14 The Swipe File • New examples of great digital marketing every week Email Swipe File Audience Growth Swipe File Social Swipe File Mobile Swipe File • Dozens of ExactTarget Marketing Cloud contributors from around the world @chadswhite
  9. 9. @chadswhite Track: Email Marketing #CNX14 The Acquisition Stage consists of the methods you use to get consumers to opt in to your email program, as well as the entirety of a confirmed opt-in process.
  10. 10. Track: Email Marketing #CNX14 A few Email Marketing Rules for Acquisition: • Keep the signup process short • Target acquisition sources close to your shopping and customer service operations • Make your signup calls-to-actions prominent • Make it clear that people are opting in • Make calls-to-actions clear @chadswhite
  11. 11. @chadswhite Track: Email Marketing #CNX14 ExactTarget’s Retail Touchpoints Optimized report found…
  12. 12. Track: Email Marketing #CNX14 Zillow • Signup call-to-action reaches mobile app users when they are engaged • A value-add to Favorites List • Simple Yes/No opt-in since they already have the user’s email address
  13. 13. @chadswhite Track: Email Marketing #CNX14 E-receipt Krispy Kreme • Prominent on box • Exposed to signup CTA during and after consumption • Easy-to-remember URL goes directly to email signup form
  14. 14. @chadswhite Track: Email Marketing #CNX14 E-receipt Krispy Kreme • Prominent on box • Exposed to signup CTA during and after consumption • Easy-to-remember URL goes directly to email signup form • But long opt-in form
  15. 15. Track: Email Marketing #CNX14 Olive Garden • Takes advantage of idle time in the restaurant • 2 ways to expose guests to signup call-to-action • 3 ways to sign up: • Via URL • Via text • Via QR code
  16. 16. Track: Email Marketing #CNX14 Olive Garden • Another exposure post-meal • Highlights signup incentive • Provides a 4th way to subscribe: via paper form
  17. 17. Track: Email Marketing #CNX14 Home Depot • Opt-in request piggybacks on e-receipt • Above-the-fold placement of signup banner @chadswhite
  18. 18. Track: Email Marketing #CNX14 Noun Project • Subscription activation email as part of a confirmed opt-in (COI) process • Simple, direct message @chadswhite
  19. 19. @chadswhite Track: Email Marketing #CNX14 The Onboarding Stage consists of your opt-in confirmation page and your welcome email or welcome email series.
  20. 20. Track: Email Marketing #CNX14 A few Email Marketing Rules for Onboarding: • Use opt-in confirmation page as a “pre-welcome” • Send welcome emails immediately to maximize “signup honeymoon” effect • Send a series of welcome emails • Make your welcome emails seasonally relevant @chadswhite
  21. 21. Track: Email Marketing #CNX14 Brooks Brothers • After collecting just an email address, the signup confirmation page asks for more info • Includes “opt up” opportunity to receive emails from factory stores and blog
  22. 22. @chadswhite Track: Email Marketing #CNX14 ExactTarget’s Retail Touchpoints Optimized report found…
  23. 23. Track: Email Marketing #CNX14 ExactTarget’s State of Marketing report found… @chadswhite
  24. 24. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
  25. 25. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
  26. 26. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
  27. 27. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
  28. 28. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
  29. 29. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by…
  30. 30. Track: Email Marketing #CNX14 Pinterest • A 6-email welcome series over 6 days • Each email is focused on one aspect of Pinterest for Business program
  31. 31. Track: Email Marketing #CNX14 Walmart • Engages with seasonally relevant imagery and messaging • Makes the most of seasonal subscribers
  32. 32. @chadswhite Track: Email Marketing #CNX14 The Engagement Stage consists of your baseline promotional mailstream—that is, your regularly scheduled broadcast emails plus seasonal fluctuations in frequency.
  33. 33. Track: Email Marketing #CNX14 A few Email Marketing Rules for Engagement: • Design emails that render well across all platforms • Use dynamic content and personalization to add targeted content to emails • Offer subscribers non-promotional content and calls-to-action • Send more emails when your customers are in market @chadswhite
  34. 34. @chadswhite Track: Email Marketing #CNX14 Percentage of B2C brands using mobile-friendly email designs Oct. ’13 Dec. ’13. Feb. ’14. Apr. ’14 Jun. ’14 Aug. ’14 *Dec. ’14 22% 30% 30% 33% 41% 48% 70% *prediction
  35. 35. Track: Email Marketing #CNX14 Reliant • “Weekly Summary” emails about the homeowner’s energy usage • Deeply personalized
  36. 36. Track: Email Marketing #CNX14 Reliant • “Weekly Summary” emails about the homeowner’s energy usage • Deeply personalized
  37. 37. Track: Email Marketing #CNX14 Hipmunk • Uses B2B infographic tactic • Educational rather than promotional • Drives engagement with blog • Shareworthy content
  38. 38. Track: Email Marketing #CNX14 Hipmunk • Uses B2B infographic tactic • Educational rather than promotional • Drives engagement with blog • Shareworthy content
  39. 39. @chadswhite Track: Email Marketing #CNX14 Predicted number of promotional emails retailers will send each of their subscribers July Aug. Sep. Oct. Nov. Dec. Jan. 18 18 18 19 22 28 19
  40. 40. @chadswhite Track: Email Marketing #CNX14 The Reengagement Stage consists of messaging tactics designed to address subscribers who are inactive or are in danger of soon becoming inactive.
  41. 41. Track: Email Marketing #CNX14 A few Email Marketing Rules for Reengagement: • Be thoughtful about defining inactivity • Reengage with rich discounts and progressive profiling • Send inactive subscribers emails less frequently • Target inactives in other channels with win-back emails @chadswhite
  42. 42. @chadswhite Track: Email Marketing #CNX14
  43. 43. Track: Email Marketing #CNX14 American Apparel • Discount coupled with progressive profiling • Simple, direct messaging
  44. 44. Track: Email Marketing #CNX14 American Apparel • Requests info to power triggered messaging, segmentation, and personalization, Birthday Zip code Interests
  45. 45. @chadswhite Track: Email Marketing #CNX14
  46. 46. Track: Email Marketing #CNX14 Pinkberry • Reengagement email • In response to 3 months of mobile app inactivity
  47. 47. @chadswhite Track: Email Marketing #CNX14 While reengagement reduces the risks posed by inactives, Super-Engagement fosters more opportunities with active subscribers.
  48. 48. @chadswhite Track: Email Marketing #CNX14 A few Email Marketing Rules for Super-Engagement: • Send more segmented messages • Set up more triggered emails including browse and cart abandonment emails, birthday emails, post-purchase emails • Give subscribers opportunities to “opt up” to receive emails on additional topics, as part of a loyalty program, or from sister brands • Optimize transactional emails for upsells and cross-sells
  49. 49. Track: Email Marketing #CNX14 Lowe’s • Progressive profiling • Gauging seasonal interests • Powers segmented messages
  50. 50. Track: Email Marketing #CNX14 ModCloth • Signup anniversary email • Sharable coupon • Social sign-in call-to-action with promise of birthday email
  51. 51. Track: Email Marketing #CNX14 Crate & Barrel • Post-purchase email • Care instructions • Cross-sells bar equipment and wine and cheese accessories
  52. 52. Track: Email Marketing #CNX14 Starbucks • Loyalty program emails • Milestone notification email • Progressive profiling survey
  53. 53. @chadswhite Track: Email Marketing #CNX14 The purpose of the Transition Stage is to avoid unnecessary damage to your sender reputation and to attempt to retain the subscriber.
  54. 54. Track: Email Marketing #CNX14 A Few Email Marketing Rules for Transition: • Make it easy to opt out by following the “2-click unsubscribe rule” • Try to address the reasons that people unsubscribe Too many emails Irrelevant emails Want to change email address • Be gracious as people opt out @chadswhite
  55. 55. Track: Email Marketing #CNX14 Staples • Follows 2- click unsubscribe rule • Option to change address • Option to opt down
  56. 56. Track: Email Marketing #CNX14 Democratic Congressional Campaign Committee • Uses confirmation page to drive opt-overs to social media @chadswhite
  57. 57. Track: Email Marketing #CNX14 Mini USA • Re-permission email • On brand messaging • Gives subscribers many options to click
  58. 58. Track: Email Marketing #CNX14 Mini • Re-permission email • On brand messaging • Gives subscribers many options to click
  59. 59. Track: Email Marketing #CNX14 Mini • Re-permission email • On brand messaging • Gives subscribers many options to click
  60. 60. @chadswhite Track: Email Marketing #CNX14
  61. 61. Track: Email Marketing #CNX14 Before I leave you with some final thoughts... Questions? @chadswhite
  62. 62. @chadswhite Track: Email Marketing #CNX14 I’m fascinated by email marketing metaphors. I’ve heard people say email marketing is like…
  63. 63. @chadswhite Track: Email Marketing #CNX14 …theatre… dating… building a house… the Olympics… golf… baseball… fitness… marriage… raising a kid… a fire hose… craft beer branding… sex
  64. 64. Track: Email Marketing #CNX14 But my personal favorite is: Email marketing is like a couples dance. @chadswhite
  65. 65. Track: Email Marketing #CNX14 In fact, the first mock cover for the 1st Edition of my book included cryptic, centuries-old dance instructions. @chadswhite
  66. 66. @chadswhite Track: Email Marketing #CNX14 The metaphor is apt because it has… • A beginning-middle-end • Norms built around styles • Social expectations • Practice leads to skill • Non-verbal communications
  67. 67. Track: Email Marketing #CNX14 I suck at dancing. @chadswhite
  68. 68. Track: Email Marketing #CNX14 I practiced a lot for the first dance with my wife at our wedding. @chadswhite
  69. 69. Track: Email Marketing #CNX14 And I wasn’t horrible. My point is try to be a good partner so… @chadswhite
  70. 70. Track: Email Marketing #CNX14 …when you mess up and drop that first bite of cake down your partner’s dress @chadswhite
  71. 71. Track: Email Marketing #CNX14 …she’ll give you another chance. @chadswhite
  72. 72. Track: Email Marketing #CNX14 Rate my session: “Email Subscriber Lifecycle Strategies from the Swipe File” Take the Survey in the Connections 2014 Mobile App @chadswhite Join the Conversation! Prizes! $50 Starbucks Gift Card #CNX14 @chadswhite @ETswipefile
  73. 73. Track: Email Marketing #CNX14

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