3 Strategies For Email Marketing Success - DM News-Silverpop

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Slides from the 2.11.10 DM News Webinar.
This webinar presentations shows email program examples and outlines a number of steps that email marketers can take to greatly improve subscriber engagement and ROI. Areas that will be covered include welcome email programs, incorporating personality, making your content more shareworthy, capturing and using customer data, preference centers, reactivation tactics and much more.

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  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • 30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value
  • 3 Strategies For Email Marketing Success - DM News-Silverpop

    1. 1. Three Strategies for Email Marketing Success in 2010<br />
    2. 2. Speakers & Agenda<br />Loren McDonald<br />VP, Industry Relations<br />Silverpop<br />Moderator<br />Melanie Coombs<br />Senior Email Marketing Analyst, <br />Fabric.com<br />Agenda<br />Fabric.com Overview<br />Setting the Scene<br />Leverage the Data<br />Engage With Customers / Subscribers<br />Automate and Optimize<br />Questions & Answers<br />
    3. 3. About Fabric.com<br /><ul><li>Online fabric and craft retailer
    4. 4. Founded in 1999
    5. 5. Headquartered in Marietta, GA
    6. 6. Acquired in 2008 by a large online retailer</li></li></ul><li>Email Has Been “Easy Pickens,” Like…<br />
    7. 7. …but…it is getting tougher.<br />
    8. 8. Social Media Explosion<br />
    9. 9. Mobile / Small-Screen Devices<br />
    10. 10. Inbox Overload<br />
    11. 11. Multiple Inboxes<br />Web Browser<br />Web Version<br />PC client<br />Mobile Client<br />Social Network<br />RSS Feed<br />
    12. 12. Tuning Out / Inactives<br />
    13. 13. So 3 Must Dos in 2010<br />Leverage the Data<br />Engage With Customers/Subscribers<br />Automate and Optimize<br />
    14. 14. Leverage the Data<br />
    15. 15. It is all about the data…<br />Collect<br />Observe behavior<br />Act<br />
    16. 16. Preference Centers/Opt-in Process<br />
    17. 17. Why Preference Centers?<br />
    18. 18. Society of London Theatre<br />
    19. 19. Targeted communications based on age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipients under 26 years<br />Open rates around double average open rates<br />Mailing for the over 50’s<br />Targeted discount offer<br />Open Rates 75% above average open rate<br />
    20. 20.
    21. 21.
    22. 22. Capture Only Data You’ll Use<br />
    23. 23. Happy Birthday<br /><ul><li> 52% Open Rate
    24. 24. 13.8% CTR
    25. 25. 10% higher conversion rate
    26. 26. Slightly higher AOV</li></li></ul><li>Leverage Behavioral Data<br />
    27. 27. Fabric.com Segments List by Purchasing Habits<br />Customers<br /><ul><li>Active – Buying, opening and clicking regularly
    28. 28. Semi-Active – Buying, opening and clicking occasionally
    29. 29. Inactive – No longer buying, opening and clicking</li></ul>Prospects <br /><ul><li> Active – Opening and clicking regularly
    30. 30. Semi-active – Opening and clicking occasionally
    31. 31. Inactive – No longer opening or clicking</li></li></ul><li>Purchase Anniversary<br /><ul><li>30% Open Rate
    32. 32. 7% Click through rate
    33. 33. 15% Higher conversion rate than overall average</li></li></ul><li>Re-engage subscribers before it is too late.<br />
    34. 34. Engage With Customers/Subscribers<br />
    35. 35. Manage Expectations<br />
    36. 36. Subscriber Expectations<br />Privacy/Permission<br />Brand<br />Other communications<br />Content<br />Frequency<br />Format<br />Subscription management<br />Relevance and personalization<br />
    37. 37. Welcome Emails<br />
    38. 38. Within two months of opt-in, the open rate typically falls 20% to 25%.<br />Source: MarketingSherpa<br />
    39. 39. Bring the Flowers<br />
    40. 40.
    41. 41. Welcome Email Ecommerce Case Study<br /><ul><li> Text
    42. 42. Single email
    43. 43. IT Generated
    44. 44. No marketing messaging
    45. 45. HTML
    46. 46. 2-part email series
    47. 47. Marketing generated
    48. 48. Promotions, education</li></ul>75% increase in conversions<br />
    49. 49. Create content that is shareworthy<br />
    50. 50. Social Email is the New Viral<br />
    51. 51. Share to Social / SWYN in Email<br />Increased views, clicks<br />Reach new audience<br />Obtain new subscribers<br />Viral buzz<br />Increased ROI<br />Most valuable sharers<br />
    52. 52. “Dough” + Valentine = Shareworthy<br />
    53. 53. Content that is Engaging & Human<br />
    54. 54. Unexpected (but good) content<br />
    55. 55. Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
    56. 56. Email That Educates & Sells<br />
    57. 57. Like, Awesome Dude!<br />
    58. 58. <ul><li> Personal reviews/ comments from staff members
    59. 59. While not objective, puts real people behind the products and emails</li></li></ul><li>Re-engage<br />
    60. 60. 25% to 80%+ of your list<br />is “inactive”<br />
    61. 61. Don’t Wait, Be Proactive<br />
    62. 62. Dell Reengagement Email<br />
    63. 63. Re-engagement Series<br />
    64. 64. Re-engagement Series Results<br />Performed abysmally (not unexpected)<br />5.8% Open rate<br />1.8% click through rate<br />1-2 orders per fiscal quarter<br />So why bother…<br />
    65. 65. Verifies email address is no longer of valueandImproves list quality / deliverability<br />
    66. 66. New Message Streams<br />
    67. 67.
    68. 68. Value-Added Message Streams<br />Notifications<br />Alerts<br />Reminders<br />Aggregators<br />Confirmations<br />Updates<br />Closeouts<br />…and more<br />
    69. 69. Wine of the Day - Cadence<br />
    70. 70. Automate and Optimize<br />
    71. 71. Why automate?<br />
    72. 72.
    73. 73. Automation to the rescue!<br />
    74. 74. Use Triggers: Reminders / Cart-Abandonment / etc.<br />
    75. 75. Web Analytics Data Drives <br />Two Key Programs<br />
    76. 76. Swatch Order Reminders<br />
    77. 77. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates<br />Average Order Value is 53% HIGHER<br />
    78. 78. Cart Abandonment Emails<br />52% Open Rate<br /> 27% CTR<br />
    79. 79. Click-Through Rates that are 350% higher than broadcast email rates<br />Average Order Value is 10% HIGHER<br />Conversion rates 50% higher than broadcast<br />
    80. 80. Rewards for Fabric.com’s Efforts<br /> 35+% of revenue comes from email<br />Nearly 50% annual growth in email revenue<br /> 140% increase in conversion rate<br /> More than 50% increase in visitors<br /> 7% increase in avg. order value<br />
    81. 81. Go for it!<br />
    82. 82. Contact Information<br />Melanie Coombs, Fabric.com<br />melanie@fabric.com <br />www.fabric.com<br />Twitter: @fabricmaverick<br />Loren McDonald, Silverpop<br />lmcdonald@silverpop.com<br />Twitter:<br />@LorenMcDonald<br />@Silverpop<br />
    83. 83. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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