Optimise&thrive silverpop final

581 views

Published on

Silverpop presentation at Optimise and Thrive events May 2010

Published in: Technology, Business
1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
581
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
0
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Optimise&thrive silverpop final

  1. 1. Retail Success with Email as the central vehicle
  2. 2. Where do I need to be for success?
  3. 3. What does success look like? Move stock quickly Maximise revenue With limited resources
  4. 4. Success in retail is simple…right?
  5. 5. Industry Benchmarks & Trends
  6. 6. Number of emails received during a 30 day period
  7. 7. Volume of Emails 14% send NO Emails 31% are mailing 5+/month (20% less than US) 9.5% are mailing 21+/month (6.5% more than US)
  8. 8. The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated Recipients are broken Every individual is treated the same into groups uniquely Blast Personalisation Personalisation Personalisation Segmentation Segmentation Dynamic content Dynamic content Event triggers Lifecycle campaigns User Generated Content Level 1 and 2 follow a marketer’s schedule. Level 3 marketers time their messages around their customers… one at a time.
  9. 9. The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated Recipients are broken Every individual is treated the same into groups uniquely Blast Personalisation Personalisation Personalisation Segmentation Segmentation Dynamic content Dynamic content Event triggers Lifecycle campaigns User Generated Content Real Time Content
  10. 10. A nation of Level 1 blasters
  11. 11. Evolution of Aust Retail Marketers Level 1 3 2
  12. 12. The Three Levels of Email Relevance Level 1 Level 2 Level 3
  13. 13. Why level 3 Matters •  Revenue – retention & higher engagement •  Higher Engagement/Conversions - Relevancy •  Less Resources – Automation •  Avoiding blacklisting – Deliverability
  14. 14. 4 Keys
  15. 15. 1. Capture & Leverage the Data
  16. 16. List Growth Tactics Category Tactic Offline Advertising/Direct Marketing Asking offline in stores, printed forms, or catalogs Direct Mail Campaigns PR/Trade Events Ask for names at Trade Shows PR/PR Events Customer Service Customer Service/ Call Center Tele-prospecting Giveaways Sweepstakes/Contests Free Trials/Downloads/Samples/Other Co-Marketing 3rd party partnerships Cross Promotions with other brands Co-registration Offers in 3rd party newsletters Online Marketing Banner Advertising Paid Search Data Vendors Branded or Non-branded List Purchase/Rental Appending offline addresses into email names
  17. 17. List Growth Tactics Category Tactic Website Newsletter Offer Site Registration Opt-in/ referral at every consumer touch point Viral Marketing Share to Social Forward to a Friend Refer a Friend (emails, website) Blogs Word of Mouth Other In-store/Point of Sale/Purchase Process Check boxes on registration/order forms Transactional Emails
  18. 18. Go Viral for more subscribers
  19. 19. 2. Engage With Customers
  20. 20. Relevancy High level of engagement – includes video links and blogger commentary
  21. 21. Top-rated recipes from Pillsbury Community
  22. 22. 3. Automate & Optimise
  23. 23. Fabric.com Online retailer increases conversion rates by 40% with customer lifecycle marketing campaigns Overview • Fabric.com division of major online retailer • Welcome, Birthday, Anniversary, Re-engagement programs • Cart abandonment and order reminder emails • Robust preference centre guides relevancy and frequency - has cut opt-outs by 50%
  24. 24. Email Type Best Practice Potential Revenue Uplift Cart Abandonment Recommend similar items 2% and/or up-sell Browse Abandonment Recommend similar items 2% and/or up-sell Deal of the Day Recommend most popular 1% items Special Offers Product club segmentation 1% Order Confirmation Recommend accessory/ .5% complimentary items Shipping Confirmation Recommend accessory items .2% *Source Baynote
  25. 25. 4. Deliverability
  26. 26. Deliverability Getting in the Inbox Almost 95% of email messages at one point in 2009 were classified as spam Return Path
  27. 27. Deliverability Challenges •  The good news: as a percentage of email, spam has remained flat. •  The very bad news: Overall email volume is way up so the amount of spam has gone way up too. Translation: there is a lot more crap clogging up the system. McAfee March 2010 spam report
  28. 28. Deliverability •  Successful e-mail marketing requires strategy 1.  Reputation 2.  Content 3.  Customer/Client Expectations
  29. 29. Checklist 1. More subscribers for less 2. Useful/clean Data 3. Relevant Content 4. Automation
  30. 30. Q&A •  Jeff Clark jclark@engagedigital.com.au Twitter: @Silverpop •  Whitepapers and thought capital available at www.silverpop.com

×