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10 email marketing tactics silverpop

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Presented at Silverpop's US Client Summit in May 2013. Originally titled "10 Ideas to Take Back to the Office."

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10 email marketing tactics silverpop

  1. 1. 10 Email Marketing Ideas toTakeYour Program to the Next Level
  2. 2. #1: Capture More Home Page Opt-ins @LorenMcDonald
  3. 3. 56% hide opt-in at the bottom
  4. 4. 36% highlight opt-in at the top
  5. 5. Sears – mouse over drops down form field
  6. 6. Moving opt-in from below the fold to above 516% lift -Top of home page/Every page 348% lift –Top of home page/Every page 100% lift –Top of home page from bottom 50% lift -Top of home page from bottom Sample Results
  7. 7. Use Popovers Pop-overs = 200-400% lift
  8. 8. Click “Email Sign-Up” opens pop-over form
  9. 9. Don’t mess with my Web site …but more subscribers leads to more revenue!
  10. 10. #2: Evolve “Welcome” to “Onboarding” Program @LorenMcDonald
  11. 11. Welcome Progression – But still generic … Immediate 3-7 days 7-14 days Immediate Stand alone Email # 1 Email # 2 Email # 3 3-part series
  12. 12. Cruise Site Caribbean Mexico Alaska Email Sign- Up Welcome Email 1 Welcome Email 2 Mexico Offer Welcome Email 3 Hawaii BrowseGeneric Content Ooops
  13. 13. Email Sign-Up Welcome Email 1 Welcome Email 2 Welcome Email 3 Welcome Email 4 Or you try to convert them on Alaska Cruise Alaska offer – w/deadline Includes current Alaska cruise offer Includes survey/progressive form Includes current Alaska cruise video / Testimonials UsingWeb Tracking – marry browse behavior to email address
  14. 14. 3: Remarketing: Move Beyond Cart Abandonment @LorenMcDonald
  15. 15. Browse – Sniffing Around
  16. 16. Browse / Process Abandonment: Showing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
  17. 17. Browse Behavior • 37.6% Open Rate • 7.35%CTR • $0.44 Rev/Email
  18. 18. Browse Behavior
  19. 19. Browse Behavior
  20. 20. Browse Behavior
  21. 21. ThankYou! Wizard / Calculator Abandonment
  22. 22. Supplement Wizard – Abandoned, Finished Process • Sent when a customer receives their results but does not add items to cart or checkout • 40.17% Open Rate • 4.18% CTR • $0.38 Rev/Email
  23. 23. 4:Take Birthday (and other date based) Emails to the Next Level @LorenMcDonald
  24. 24. Your ordinary, but successful birthday email • Capture birthdate • Create email – often w/ offer • Set up trigger • Print money
  25. 25. New Rule: Make it dynamic, personalized and a series.
  26. 26. Prints You Viewed Recently • From cart • Wish list • Recommendation • Web tracking • Category browsed
  27. 27. Sample Birthday Program #1 • Offer • Personalized w/ recent browsed #2 • Reminder to non- openers few days later #3 • 10 days left reminder #4 • 24 hours left • Last chance
  28. 28. But really, think beyond birthday emails … • Programs • Web Tracking • Dynamic Content Features • Purchase anniversaries • Subscriber / Member anniversaries • Events Ideas
  29. 29. 5. Leverage Integration,Content & Data @LorenMcDonald
  30. 30. New Rule: Think of email is a dynamic messaging platform.
  31. 31. 1 1 2 6 3 4 5 7 8 Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases. Website-driven Content Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email. Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase 1 2 3 4 5 6 7 8 Truly Individualized Email Messaging
  32. 32. SmartPak: Abandon Cart w/ Recommendations • 38.5% open rate • 10.15% CTR • 50% conversion rate • $4.80 revenue/email Dynamic product recommendations
  33. 33. 6. Launch an upsell/cross-sell program @LorenMcDonald
  34. 34. Upsell: Buckets to SmartPaks Customer orders supplements in buckets for their horse GOAL: Convert customer to order supplements in AutoShip SmartPaks
  35. 35. SmartPaks Upsell Series • Customers suppressed from promotional marketing stream • Program checks before each mailing to determine if they purchased a SmartPak or not. • If yes, removed from program and placed back in promotional marketing stream – If no, get next mailing in line on specified scheduled date
  36. 36. SmartPaks Upsell Emails
  37. 37. 7. Segment Based on Behavior @LorenMcDonald
  38. 38. PaperStyle – Custom Invitations - Sending batch and blast - No targeting - Response rates declined Agency Whereoware - Analyzed site behavior - Purchase patterns - Wedding process - Created wedding timeline
  39. 39. Purchased wedding products Wedding essentials Wedding nurturing Wedding favors Bridal party gifts Thank you cards Friend’s wedding nurturing Bridal shower invites Shower tableware Bach. invites Bach. tableware Wedding gifts Your wedding? Clicked on wedding link Yes No 7 days 6 weeks 3 weeks 7 days 7 days 7 days 7 days 7 days 7 days Nurture Program BRIDAL SEGMENT
  40. 40. Web site or email click behavior drops you into Your Wedding or Friend’s Wedding nurture
  41. 41. YourWedding Track
  42. 42. Friend’sWedding Track Results – Avgs Across Both Programs - Open Rate Increased - 244 % - CTR Increased - 161 % - Revenue Per Mailing Increased - 330 %
  43. 43. 8. Focus on EarlyActivation Over Reactivation @LorenMcDonald
  44. 44. How big is the inactives challenge?
  45. 45. Typical Actives vs. Inactives Ratio
  46. 46. So what are you going to do about it???
  47. 47. Typical Re-engagement Series - Incentives
  48. 48. Typical Reactivation Rate: 1%-2% High Performers: 5%
  49. 49. Don’tWait: Create “Early” Inactives Program New subscribers who don’t open/click first XX messages / X weeks Move these early inactives into “activation” track Send survey, different offers; best of, different subject lines, testimonials, etc.
  50. 50. Inactive Re-Engagement Day 45: “Help Us ServeYou Better” Day 75: “It Pays to be Smart” Day 90: “We Miss You! Come Back and Save 10%” Evaluate for 30 days for activity, move into once a month frequency for 6 months.
  51. 51. 9. Get Creative; Have Fun @LorenMcDonald
  52. 52. Get creative, think outside the box
  53. 53. Think Outside the Box – Special Days
  54. 54. Results Slight sales increase over regular emails 10X sales on some SKUs Some SKU sales 2-4X normal since promotion
  55. 55. Results Highest revenue- generating promotion so far in 2013 About 19% higher than their second- highest!
  56. 56. What’s your day? •Programs •Right-brain creativityFeatures •Months, Days, Weeks •Events, Make ‘em upIdeas
  57. 57. 10. Get Focused, Get Started @LorenMcDonald
  58. 58. Overwhelmed with ideas… don’t freak out
  59. 59. Solve your biggest business problem first!
  60. 60. Focus on “starting” – not “Best” practices
  61. 61. Don’t try to be perfect …
  62. 62. Loren’s Request Pick 1 Idea/Program Launch it Improve it Launch another program ShareYour Story
  63. 63. Contact Information Loren McDonald VP, Industry Relations Silverpop lmcdonald@silverpop.com @LorenMcDonald
  64. 64. Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the deepest insight into the way customers behave.
  65. 65. Interested In Learning More? silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop

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