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Retail Email: Leaving Money in the Inbox

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Retail Email: Leaving Money in the Inbox <ul><li>Sallie Burnett , President, Customer Insight Group (moderator) </li></ul><ul><li>Scott Roth , Director, Product Marketing, ExactTarget </li></ul><ul><li>Caroline Gardner , Director of Customer Experience, SiteBrand </li></ul><ul><li>Alicia Elizarraras , Marketing & Content Specialist, Kiyonna </li></ul>

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The Opportunity

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Why Are We Here Today? <ul><li>Commercial email last year generated more than $21 billion in U.S. sales.* </li></ul><ul><li>Email offers a strong ROI, delivering $48 for every dollar invested. </li></ul><ul><li>Eight out of 10 online consumers have registered to receive emails from at least one company, and nearly half of online users who receive promotional emails from their favorite retailers have been prompted to make a purchase because of the messaging.** </li></ul>Source: *Direct Marketing Association, ** Forrester Research

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Opportunity to Improve Email Results <ul><li>35% of retailers in the Internet Retailer Top 500 Guide fail to send a single e-mail within 30 days of when customers sign up for the e-mail program </li></ul><ul><li>96% of the Top 500 fail to personalize subject lines </li></ul><ul><li>71% of e-mail marketers do nothing to entice customers to stay on the list after the customer has initiated the unsubscribe process. </li></ul><ul><li>75% of the retailers that offered choices in their preference center at opt-in, failed to forestall potential opt-outs by offering to send emails less often or to send different types of content. </li></ul>Source: silverPOP 2008 Email Study of Top Retailers

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Driving Engagement with One-to-One Communications

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The challenge is clear… <ul><li>How do I convert? </li></ul><ul><li>Website visitors to buyers </li></ul><ul><li>One-time buyers into repeat customers </li></ul><ul><li>Low-value into highly profitable loyal customers </li></ul>

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And the tool kit is more than full… <ul><li>Engagement Mediums </li></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Other Online </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><li>Information/Data Sources </li></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><li>Onsite Search </li></ul></ul><ul><ul><li>eCommerce </li></ul></ul><ul><ul><li>Merchandising </li></ul></ul><ul><ul><li>Point of Sale </li></ul></ul><ul><ul><li>Data Warehouse </li></ul></ul><ul><ul><li>Financial Systems </li></ul></ul>

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Our Philosophy <ul><li>Serve... </li></ul><ul><li>the individual </li></ul><ul><li>Honor... </li></ul><ul><li>their unique preferences with regard to communication, content, frequency and channel </li></ul><ul><li>Deliver... </li></ul><ul><li>them timely, relevant content that improves their lives </li></ul>www.subscribersrule.com

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Stages of Retail Engagement

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Acquire <ul><li>The Challenge </li></ul><ul><ul><li>Develop cutting edge web presence and email strategy that reflects brand </li></ul></ul><ul><ul><li>Measure performance and impact that email has on overall business </li></ul></ul><ul><li>The Solution </li></ul><ul><ul><li>Opt-ins gathered through online and offline stores </li></ul></ul><ul><ul><li>Postcard-type emails with high quality photographs </li></ul></ul><ul><ul><li>Subscribers driven to brand consistent landing pages for immediate purchase </li></ul></ul>

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Convert <ul><li>The Challenge </li></ul><ul><ul><li>Improve overall customer lifetime value </li></ul></ul><ul><ul><li>Gain efficiency by automating manual remarketing activities </li></ul></ul><ul><li>The Solution </li></ul><ul><ul><li>Re-marketing program targets customers who purchase specific products or abandon a shopping cart </li></ul></ul><ul><ul><li>Highly targeted offers sent to customers drive adoption of continuity programs </li></ul></ul><ul><li>The Result </li></ul><ul><ul><li>Increased overall site conversion rate by 1% = 50% improvement </li></ul></ul><ul><ul><li>100% increase in site traffic </li></ul></ul><ul><ul><li>Expected revenue increase by ~$1million this year </li></ul></ul>

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Retain <ul><li>The Challenge </li></ul><ul><ul><li>Re-engage existing clients, keep a continuous dialogue over time, open door for repeat purchases </li></ul></ul><ul><ul><li>Drive user reviews of purchased products </li></ul></ul><ul><li>The Solution </li></ul><ul><ul><li>Automated follow-up email with direct feed of purchased products 21 days after </li></ul></ul><ul><li>The Results </li></ul><ul><ul><li>40,000 extra touch points with customers created so far in 2008 </li></ul></ul><ul><ul><li>78% of website product reviews generated from this campaign </li></ul></ul>

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Email Best Practices

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List Growth <ul><li>Prominent opt-in area with clear expectations </li></ul><ul><li>Easy sign up process </li></ul><ul><li>Detailed customer profiles can be built over time (demographic, behavioral and transactional) </li></ul>

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Simple sign-ups look like this… Incentive… Profile… Prominent…

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List Growth <ul><li>Strict privacy policy </li></ul><ul><li>Easy opt-out process </li></ul><ul><li>Responsible bounce management </li></ul><ul><li>Be ready to use automation to move beyond segmentation </li></ul><ul><li>Instant gratification via welcome email </li></ul>

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Encourage immediate search… Offer an incentive to purchase… Acknowledge the New…

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Acknowledge the Lapsed… Come back today! Benefits galore!

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Split Testing / Design Email A Email B

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With Images Off & Results <ul><li>Results: </li></ul><ul><li>Increased opens, clicks, deliverability </li></ul><ul><li>Email A generated $1,200 </li></ul><ul><li>Email B generated over $9,000 </li></ul>Email A Email B

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What Doesn’t Work…

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What’s Better…

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Why it’s Better…

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Creating Email that Sells Alicia Elizarraras Marketing and Content Specialist Kiyonna

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Thank You! Alicia Elizarraras , Marketing & Content Specialist, Kiyonna [email_address] Scott Roth , Director, Product Marketing, ExactTarget [email_address] Caroline Gardner , Director of Customer Experience, Sitebrand [email_address] Sallie Burnett , President Customer Insight Group, Inc. [email_address]