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7 email marketing ideas tactics uk

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7 email marketing ideas tactics uk

  1. 1. 7 Ideas to ImplementWhenYouGet Back to the OfficeLoren McDonald@LorenMcDonald
  2. 2. OLD NEW TWIST
  3. 3. So buckle up…
  4. 4. #1: Capture More Home Page Opt-ins@LorenMcDonald
  5. 5. 56% hide opt-in at the bottom
  6. 6. 36%highlightopt-in atthe top
  7. 7. Mouseoverdropsdownform field Moved opt-in from the bottom of the home page to the top Gave a first order incentive Saw an increase in campaign revenue by 189%
  8. 8. Moving opt-in from below the fold to above516% lift -Top of home page/Every page348% lift –Top of home page/Every page100% lift –Top of home page from bottom50% lift -Top of home page from bottomSample Results
  9. 9. Use PopoversPop-overs = 200-400% lift
  10. 10. Don’t messwith myWeb site…but moresubscribers leadsto more revenue!
  11. 11. #2: Evolve “Welcome” to “Onboarding” Programmes@LorenMcDonald
  12. 12. Welcome Progression – But still generic …Immediate3-7 days7-14 daysImmediateStand aloneEmail # 1Email # 2Email # 33-part series
  13. 13. FashionSiteShoes Bags DressesEmail Sign-UpWelcomeEmail 1WelcomeEmail 2BagsOfferShortsBrowseGenericContentOoops
  14. 14. Email Sign-UpOnboardEmail 1OnboardEmail 2OnboardEmail 3OnboardEmail 4Or you try to convert them on “Dresses”Dresses offer –w/deadlineIncludes currentDresses offerIncludessurvey/progressiveformIncludes dresses topsellers/recommendationsUsingWebTracking – marrybrowse behaviorto email address
  15. 15. DynamicWelcome Campaign – Based on Source
  16. 16. 3: Remarketing: Basket & Browse Abandonment@LorenMcDonald
  17. 17. Browse / Basket Abandonment: Showing InterestSentDeliveredOpenedClickedProduct ViewsCart AdditionsCheckoutsOrdersRevenueUnitsBrowseBasket
  18. 18. #2 - Under £90 #2 - Over £90#1 - All01/01/2012 – 31/12/2012Recovered SalesTotal Value £615,342.86Total Number 4,493Average Order Value £136.96
  19. 19. Browse – Sniffing Around
  20. 20. Browse Behaviour• 37.6% Open Rate• 7.35%CTR• £0.28 Rev/Email
  21. 21. Browse Behaviour
  22. 22. ThankYou!Wizard / Calculator Abandonment
  23. 23. Supplement Wizard – Abandoned, Finished Process• Sent when acustomerreceives theirresults butdoes not additems tobasket orcheckout• 40.17% OpenRate• 4.18% CTR• £0.24Rev/Email
  24. 24. 4:Take Birthday (and other date based) Emails to theNext Level@LorenMcDonald
  25. 25. Your ordinary, but successful birthday email• Capturebirthdate• Create email –often w/ offer• Set up trigger• Print money
  26. 26. New Rule:Make it dynamic,personalised and a series.
  27. 27. Prints You Viewed RecentlyFrom:• Basket• Wish list• Recommendation• Web tracking• Category browsed
  28. 28. Sample Birthday Programme#1• Offer• Personalisedw/ recentbrowsed#2• Reminder tonon-openers fewdays later#3• 10 days leftreminder#4• 24 hours left• Last chance
  29. 29. But really, think beyond birthday emails …• Programs• Web Tracking• Dynamic ContentFeatures• Purchase anniversaries• Subscriber / Member anniversaries• EventsIdeas
  30. 30. 5. Segment Based on Behaviour@LorenMcDonald
  31. 31. PaperStyle – Custom Invitations- Sending batch and blast- No targeting- Response rates declinedAgency Whereoware- Analyzed site behaviour- Purchase patterns- Wedding process- Created wedding timeline
  32. 32. Purchased weddingproductsWeddingessentialsWedding nurturingWedding favorsBridal partygiftsThank youcardsFriend’s weddingnurturingBridal showerinvitesShowertablewareBach. invitesBach. tablewareWedding giftsYourwedding?Clicked on weddinglinkYesNo7 days6 weeks3 weeks7 days7 days7 days7 days7 days7 daysNurture ProgrammeBRIDALSEGMENT
  33. 33. Web site oremail clickbehaviourdrops youinto YourWedding orFriend’sWeddingnurture
  34. 34. YourWedding Track
  35. 35. Friend’sWedding TrackResults – Avgs Across BothProgrammes- Open Rate Increased - 244 %- CTR Increased - 161 %- Revenue Per Mailing Increased - 330 %
  36. 36. 6. Focus on EarlyActivation Over Reactivation@LorenMcDonald
  37. 37. How big is the inactives challenge?Really BIG!
  38. 38. Typical Actives vs. Inactives Ratio
  39. 39. So what are you going to do about it???
  40. 40. Typical Re-engagement Series - Incentives
  41. 41. Typical Reactivation Rate: 1%-2%High Performers: 5-8%5% X 40% = 2% of your DB
  42. 42. Don’tWait: Create “Early” Inactives ProgramNew subscribers who don’t open/click first XXmessages / X weeksMove these early inactives into “activation” trackSend survey, different offers; best of, differentsubject lines, testimonials, etc.
  43. 43. Dairy Crest – Lapsed Banner using DCAverage openrates of 43% withapproximately20% re-activatingand takingadvantage of theincentive offer
  44. 44. 7. Get Focused, Get Started@LorenMcDonald
  45. 45. Overwhelmed with ideas… don’t freak out
  46. 46. Solve your biggest business problem first!
  47. 47. Focus on “starting” – not “Best” practices
  48. 48. Don’t try to be perfect …
  49. 49. OurRequestPick 1Idea/ProgrammeLaunch itImprove itLaunch anotherprogrammeSpeak atAmplify nextyear
  50. 50. Q & ALoren McDonaldlmcdonald@silverpop.com@LorenMcDonald

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