Downloaded 67 times
Uploaded bySilverpop
Email marketing oops apology email tips
Making a mistake with your email marketing program isn't a matter of "if" but "when." Even a sophisticated email marketer can commit an "oops": sending to the wrong list, forgetting to change the placeholder subject line, having a bad link or posting the wrong price on a hot-selling product in the email or on the website. In this fun but practical Webinar, we explored 13 tips to minimize the fallout from the inevitable "oops," including: > Identifying the mistake and its potential impact > Determining whether and how to respond > Deciding who should get the apology/correction email > Correcting the mistake in other channels > Choosing the right tone and personality > Turning an "oops" into a positive outcome > Reducing future mistakes
Email marketing oops apology email tips
- 1. „Oops‟: 13 Tipsfor Dealing With the Inevitable Email Marketing Mistake
- 2. Speaker and Agenda •Loren McDonald • “Scoops of Oops” • 13 Tips – VP, Industry Relations • Resources – Silverpop • Q&A • Wrap-Up
- 4. Discovery & Decision Making Corrections Emails Measure, Learn & Response Improve
- 5.
- 6. Oops come indifferent scoops…er flavors.
- 7. The Testing, 1,2,3…4,5- Oops
- 8. We were justkidding about that discount - Oops
- 9. The We Liketo Share What We Are Doing - Oops
- 10. Links, what links?- Oops
- 11. The old systemmisconfiguration trick - Oops
- 12. Ya, we didn’tmean to send you the “Dogs That Sing” Newsletter - Oops
- 13. Discovery & Decision Making Corrections Emails Measure, Learn & Response Improve
- 14. #1. Find themistake Use Twitter Monitor other social channels Educate call center, others 30% Off Sale! Monitor unsubscribes & abuse complaints Reg. Price $100 Especially monitor reply-to 10% Off = $90 and comments email addresses
- 15. #2. Assess thepotential impact major minor
- 16. Jump into therecipient‟s mindset…
- 17. Are the recipients… Evenaware Pissed At Amused? Confused? Concerned? of the error? You?
- 18. For you andyour company… Really Just Potentially concerned embarrassed lost revenue about it
- 19. Which leads tokey questions? • Do we need to respond? – Typo or customer impact? • To whom? – All or just those affected? • How? – Which channels? • And by when? – ASAP or do we have time to catch our breath?
- 20. #3. Consider RespondingOnly to Those Affected Mistake: • Wrong price on Web site for top 2 products in email Analysis: • 700 customers had clicked one or both links • I estimated roughly 15 lost transactions due to wrong price • Client agreed to just email clickers Creative: • Offered additional $10 off next purchase over $100 Results: • (see next slide)
- 21. RideGear Targeted Response- Results • 76% open rate • 26.3% click-through rate • 9.1% conversion rate • 22 orders • 0 bounces • 1 unsubscribe • 0 Abuse complaints
- 22. #4. Create anaction plan Estimate impact in $, conversions, etc Agree on who to send apology to Create quick creative brief Know what you want from the correction Forecast performance, revenue lift, etc
- 23. #5. Focus onyour response Later: • Blame • What caused it • How to prevent it
- 24. Discovery & Decision Making Corrections Emails Measure, Learn & Improve Response
- 25. #6. Keep mgmt/stakeholdersin the loop Did you say the email said 50% off? !@#%!@#% Notification: Don‟t run, walk Have a sense of the impact Move past the cause Have a high-level recommendation Updates: Final recommendations Positive spin Expected outcomes Results
- 26. Sample conversation points 1.Wrong percentage in email 2. Added a note on the Web site 3. Estimated 5% clicked link 4. Correction email to just 5% 5. Expect 10% conversion rate and $ of X 6. OK?
- 27. #7. Act quickly How much time do you have? > Very little… - Wrong price, % - People are talking > A bit of time … - No immediate impact
- 29. #8. Apologize inmultiple channels Tweet Blog
- 30. Support + Blog+ Email
- 31. #9. Use apersonal tone that matches your recipients' expectations 1. Tell them you goofed 2. Say you are sorry 3. Explain what happened 4. Make good
- 32.
- 33. Create strong subjectlines Use humor, Acknowledge a personality mistake has when happened appropriate Oops - Road Rash From RideGear – Wrong Price on Phoenix Pants and Jackets State the impact
- 34. Navigation Branding “on brand” Shop links
- 35. Be careful withhumor, images
- 36. #10. Turn theerror into a positive Provide a gift when appropriate
- 37. Retailer Case Study Mistake: •Sent $20 off of a $60 product email meant for Dallas-area stores – to entire list of 5+ million Correction: • Sent mea culpa email to entire list • Subject line: “WHOOPS! Texas Isn‟t That Big: $20 Off $60 Nationwide” Results: • Ended up being retailer‟s highest performing, non-holiday, email ever
- 38. #11. Proof thecorrection email carefully Have multiple eyes proof it Send test messages Avoid having to send a correction, of your correction
- 39. Discovery & Decision Making Corrections Emails Measure, Learn Response & Improve
- 40. #12. Measure theimpact Additional: • Opens, clicks • Conversions, revenue Did it generate significantly more than normal: • Abuse complaints • Unsubscribes • Complaints via email, phone
- 41. Positive & NegativeResults
- 42. #13. Learn fromthe mistake Create a “Mistake Plan” Can you get quick analysis? Create an apology template Learn what works Improve processes to minimize future errors (it burns if you touch it)
- 43. And a rant… (SeeEmail Insider column)
- 44. The Fake Oops Oops!You're invited to our exclusive *December* Friends & Family event.
- 45. Key Takeaways Beprepared Apologize to those affected Move quickly Keep it simple, but sincere Turn the mistake into a positive – when appropriate Learn from it Don’t fake it
- 46.
- 47. About Silverpop • Aleading email marketing / marketing automation provider • Email marketing • Transactional email • Landing pages • Surveys • SMS • API Integrations w/ Web analytics, personalization, reviews, recommendation technologies
- 48. Resources • Resource Center – White papers – Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html • Many presentations on SlideShare – www.slideshare.net/Silverpop
- 49. Q & A/ Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
- 50. Thank you! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com