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7 email marketing programs to automate silverpop dma14

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Loren McDonald with Silverpop, an IBM Company, shared the latest best practices, trends and client case study examples for 7 emails you can automate to help invigorate your marketing programs and drive more revenue:

1. Welcome and onboarding programs
2. Nurture and remarketing messages
3. Post-purchase messages
4. Cross-sell/Upsell messages
5. Event/Date-based emails
6. Transactional messages
7. Lapsed customer/reengagement

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7 email marketing programs to automate silverpop dma14

  1. 1. 7 Email Marke,ng Programs to Automate to Increase Engagement and Revenue Loren T. McDonald VP, of Industry Rela9ons Silverpop, an IBM Company October 29, 2014
  2. 2. Marketing by hammer method
  3. 3. 200+ annually 4 per week 1 every 1.8 days @LorenMcDonald
  4. 4. Why do we do this?
  5. 5. Every time an email dings, an email marketer gets her wings!
  6. 6. While it works, this batch and blast approach is a “hope” strategy. @LorenMcDonald
  7. 7. So you have to ask yourself … @LorenMcDonald
  8. 8. Do I feel lucky? Well do ya, email marketers?
  9. 9. It is time for a shift in thinking …
  10. 10. To focus on what the customer wants to buy, not just what we want to sell.
  11. 11. Calendar-­‐based Behavior-­‐based 4 per week 50 per day @LorenMcDonald
  12. 12. Automation gives you scale
  13. 13. 7
  14. 14. So buckle up…
  15. 15. 1. EVOLVE “WELCOME” TO “ONBOARDING” PROGRAMS
  16. 16. Welcome Progression – But s9ll generic … Immediate 3-­‐7 days 7-­‐14 days Immediate Stand alone Email # 1 Email # 2 Email # 3 3-­‐part series
  17. 17. Marrying pre-­‐opt-­‐in web behavior with email address. = Welcome 2.0 @LorenMcDonald
  18. 18. Home Décor pages
  19. 19. Loren McDonald shopperdude@email.com shopperdude@email.com
  20. 20. oops Generic Welcome Email Welcome! First email … “jackets”
  21. 21. Onboarding Email(s) Welcome! • Dynamic based on specific category items browsed • 3-­‐5 emails series • Top sellers/ recommendations • Ends with “best offer”
  22. 22. 2: REMARKETING MESSAGES
  23. 23. Browse – Sniffing Around
  24. 24. Email Remarke9ng: A Huge Revenue Opportunity Cart Abandonment -­‐ Low volume -­‐ High conversion Conversion Browse & Process Abandonment -­‐ High volume -­‐ Lower conversion
  25. 25. Prospect Visits Their “For Him” Pages
  26. 26. Visitor is Put Into a Simple Program
  27. 27. “For Him” Browse Retarge9ng Email 2.2% conv. rate vs 1.6% for Broadcast emails (38% higher)
  28. 28. “Kids” and “Office” Retarge9ng Emails UncommonGoods now has 8 browse remarke9ng emails (2 more samples) Kids Office
  29. 29. Out of Stock = Sku No9fy Emails …
  30. 30. Sku No9fy Emails 23.9% Conversion Rate
  31. 31. 3: EVENT/DATE-­‐BASED EMAILS
  32. 32. Your ordinary, but successful birthday email • Capture birthdate • Create email – ojen w/ offer • Set up trigger • Print money But what’s the problem with these emails?
  33. 33. Dynamic offer: • Loyalty status • LCV • New customer • Never purchased Birthday Email 2.0
  34. 34. Important Dates Reminder Email
  35. 35. Your dates trigger an email… 21 days before occasion Personalized with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue genera9ng email
  36. 36. 4: CROSS-­‐SELL/UPSELL MESSAGES
  37. 37. SmartPak Upsell Emails Customer orders supplements in buckets for their horse GOAL: Convert customer to order supplements in autoship SmartPaks
  38. 38. SmartPak Upsell Emails • Focus on the most important product purchase
  39. 39. SmartPaks Upsell Emails
  40. 40. Purchase Cross-­‐Sell Goal: Increase supplies sales of supplement buyers by marke9ng a relevant product to them Results: -­‐ 26.59% Open Rate -­‐ 6.73% CTR -­‐ $0.23 Rev/Email -­‐ 2.6% Conversion Rate Subject Line: “You Might Like the Back on Track Saddle Pad”
  41. 41. Pellet replenishment email 52% open and 12% click rate
  42. 42. 5: TRANSACTIONAL MESSAGES
  43. 43. Transactional messages typically generate your highest open rates. Are you taking advantage of that engagement? @LorenMcDonald
  44. 44. Order Confirma9on, Shipped 2.4% conversion rate
  45. 45. Autoship Reminder Email • Reminds customer of upcoming SmartPaks order • Allows customer 9me to make changes before order is processed • Top revenue genera9ng triggered email The results: • 36% open rate • 13% click-­‐through rate • $1.39 revenue-­‐per-­‐email • 18%+ conversion rate Real 9me products based on purchase behavior
  46. 46. Point-­‐of-­‐sale – email receipts Loren McDonald <loren.mcdonald@gmail.Welcome to Nordstrom NORDSTROM <shop@e.nordstrom.com> Sun, Aug 28, 2011 at 11:Reply-­To: NORDSTROM <support-­bwaxe1sa2zxjbmau6tbdbqce3yw3q2@e.nordstrom.com> To: loren.mcdonald@gmail.com Vie w this e -­m ail in we b browse r | on m obile de vice FREE SHIPPING on your online orde r of $200 or m ore . De tails be low.* wom e n m e n juniors baby & k ids shoe s handbags & acce ssorie s be auty & fragrance at hom e & gifts sale de signe r colle ctions Store Locations & Eve nts | Gift C ard | Shopping Bag | Wish List Loren McDonald <loren.mcdonald@gmail.com> Nordstrom e-­Receipt from Stoneridge Mall services@nordstrom.com <services@nordstrom.com> Sat, Aug 27, 2011 at 1:06 PM To: loren.Mcdonald@gmail.com To: loren.Mcdonald@gmail.com Thank you for shopping at Stoneridge Mall today. The e-­Receipt you requested is below. If you have any questions about your order, please contact Stoneridge Mall customer service at the number listed below. e-­Receipt Stoneridge Mall 1600 Stoneridge Mall Road Pleasanton, CA 94588 (925) 463-­5050 Store 430 Reg# 7282 Tran# 2044 EXCHANGE Rng# 8928665 Sel# 8928665 RETURN ITEMS Original Sel# 6762470 Original Store# 430 (74.95) 885681161857 R RETURN SUBTOTAL (74.95) SALES TAX (6.56) RETURN TOTAL (81.51) SALE ITEMS WOMENS ACT:GEL-­1160 883722886455 84.95 SALE SUBTOTAL 84.95 SALES TAX 8.75% 7.43 SALE TOTAL 92.38 NET TOTAL 10.87 VISA 09260C-­00 ************3703 S 10.87 Total 10.87 Total Items Purchased = 1 Total Items Returned = 1 Personal book Transaction: Yes
  47. 47. 6: LAPSED CUSTOMER/ REENGAGEMENT
  48. 48. SmartPak – 3 Step Re-­‐Engagement Program 51 Track 1 Track 2 Track 3
  49. 49. Re Engagement Email 1 Birmingham Airport: Hello There!
  50. 50. 3 weeks later…Re Engagement Email 2 Birmingham Airport: We Miss You!
  51. 51. 2 more weeks later…Final Email Birmingham Airport: Details deleted
  52. 52. Lapsed Customer: Increase Engagement Ideas -­‐ Drop-­‐down menu -­‐ Put into automated program based on response
  53. 53. Lapsed Customer – No Purchase in 12 months One Ques9on Email Drop-­‐down menu response op9ons Email nurture series Apple Pie Apple Pie recipes, ingredients, videos, pie pans Peppermint Bark Peppermint Bark recipes, ingredients, videos, pans Pumpkin Pie Pumpkin Bark recipes, ingredients, videos, pans Christmas Cakes Cake recipes, ingredients, videos, pans Christmas Breads Cake recipes, ingredients, videos, pans Sample Automated Nurture Program for Lapsed Customers
  54. 54. Likelihood to churn scoring model Subscriber Ac9vated their System Annual Churn ~13% Power User Arms their home security system regularly Annual Churn ~8% No9fica9on User Receives text/ email messages for alerts in their home Annual Churn ~5% Super User Uses interac9ve services regularly Annual Churn ~1%
  55. 55. 7. POST-­‐PURCHASE MESSAGES @LorenMcDonald
  56. 56. Teleflora Product Review Request – Goals • More reviews • Bounce-­‐back purchase • Set-­‐up reminders
  57. 57. Great offer to drive repeat purchases and product reviews PPPeeerrrsssooonnnaaallliiizzzeeeddd CTA to set-­‐up special occasion reminders
  58. 58. Ever buy ski boots online? Returns can be a huge challenge.
  59. 59. Content to the rescue! @LorenMcDonald
  60. 60. 63
  61. 61. 64
  62. 62. 57% Open rate 26% CTR 45% CTOR
  63. 63. These marketers all have a few things in common … @LorenMcDonald
  64. 64. They didn’t boil the ocean …
  65. 65. They didn’t try to be perfect …
  66. 66. They took baby steps …
  67. 67. They crawled, walked and then Ran.
  68. 68. So don’t freak out … you can do this …
  69. 69. … and spend more time on the beach! go You here!
  70. 70. Interested In Learning More? silverpop.com silverpop.com/marketing-­‐resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop

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