10 email ideas retailers can use to boost results and drive revenue

@adestra adestra.com
10 email ideas retailers can use to
boost results and drive revenue

Welcome!
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@adestra adestra.comadestra.com
We have been providing enterprise-level
digital marketing technology solutions to
organizations around the globe since 2004.
Our clients trust our proven email,
automation, social, and mobile marketing
technology to deliver successful and
cutting-edge marketing programs to their
valued customers.
We were founded on the principle that
marketing success takes more than
technology, and that’s why customer
service is at the heart of our business.
We’re not just Software as a Service, we’re
Software AND a Service.
About Adestra

Introducing Adestra
Page 4
Our obsession is to make our customers successful
by delivering the right email-driven technology and
awesome customer service.
We bring clarity to complexity.

Hello!
Page 5
Anca Nicolaescu
Content Executive
Jefferson Davis
Partnerships Account
Director

#1
Registration Forms

#1 - Registration Forms
Page 7
Automated Welcome Email
• Moved newsletter sign-up box to prominent
position ‘above the fold’ to maximise email address
capture.
• Added an incentive of 15% discount for the first
purchase
• Set up an automatically-triggered welcome
program to inform customers on the product.
206% increase in newsletter
signups in 6 months.
£12.59 revenue per email

Page 8
OREO
WIMPY

Page 9
How do you rate the following channels in terms of return on investment?
73% said Email Marketing was Excellent or Good
39% said Social Media was Excellent or Good

Page 10
“As we can see with all of the answers provided within this
report, the majority of email marketers are not as yet making
the most of the channel’s strengths – more often than not, due
to lack of budget and/or resources. Email marketing as a
channel is becoming more advanced and consumers are very
happy with it (as verified with the revenue and ROI results), it’s
now up to the brands to allocate more budget and resources
to this successful revenue-generating channel and see how
much more revenue they can gain.”
Kath Pay, Founder & Senior Consultant, Holistic Email Marketing

Page 11
ASOS
NEW LOOK

Page 12
“A study by the DMA shows that the main reasons
consumers signup for emails are for offers/sales (61%)
and discounts (59%)”
David Moth, Econsultancy

Page 13
Adestra 2016 Consumer Usage and Digital Adoption Study

Page 14
VIMEO

Page 15
RIVER ISLAND
POUNDLAND POP-UP

Page 16
CRABTREE & EVELYN POP UP

Page 17
POP-UPS…
“Social Media Examiner reported that its pop-up opt-in form helped grow its email
list by 234% in just one year. Founder, Mike Stelzner, attributes as much as 70% of
that success to the pop-up.” – Hubspot
“After implementing an exit-intent pop-up, WP Beginners saw a 600% increase in
sign-ups. This increase helped the blog jump from 70-80 daily new subscribers to
445-470.” - HubSpot
http://www.christopherspenn.com

Page 18
ASOS
NEW LOOK

Page 19
IN SUMMARY…
Test the position of your registration form
(‘above the fold’, capture vs. link, etc)
How much is an email address worth to you vs. social media?
Sell the benefits of joining
Offer something in exchange
Test pop-up functionality
Make it easy

#2
Subject Lines

#2 – Subject Lines
Page 21
1.Email marketers split test less than 50%
of their campaigns.
2.When they do splits, they mostly do A/B
only, nothing more.
3.After split testing, only 5% have statistical
models to learn from the results.
Source: Phrasee

Page 22

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adestra.com/subjectlines

Page 24

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IN SUMMARY…
A/B test your subject lines
Use the Adestra Subject Line Report for some inspiration
Learn from your results
Take it to the next level with AI

#3
Ask Questions

#3 – Ask Questions
Page 28
“When customers share their story, they’re not
just sharing pain points. They’re actually
teaching you how to make your product, service,
and business better.”
Kristin Smaby, “Being Human is Good Business”

Page 29

Page 30

Page 31
Open (initial): 20%
Open (triggered): 71% average

Page 32

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Page 35
Subject line: Food For Thought…
20% higher open rate
80% of total clicks to survey link

Page 36

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IN SUMMARY…
Decide on what feedback you require, what’s useful, what’s actionable,
what’s valuable.
Increase two way communication
Make the benefits clear
Use feedback to inform your email marketing strategy
Increase the data quality of your customers, but ensure you combat data
decay but continuing the two way relationship
Personalise emails based on feedback

#4
Post-Purchase Strategy

#4 – Why do I need a Post-Purchase Strategy
Page 40
“On average, loyal customers are worth up to 10 times as much as
their first purchase.”
Source: White House Office of Consumer Affairs
5-20%
Probability of selling to a new prospect
60-70%
Probability of selling to an existing customer
Source: Marketing Metrics
“It is 6-7 times more expensive to acquire a new customer than it is
to keep a current one.”
Cost of New Customers
Source: White House Office of Consumer Affairs

#4 – Post-Purchase Strategy
Page 41

Page 42
The engagement has surpassed general retail
email results:
• open rate of 53%.
• 19% of openers clicked-through
• 2.4% converted.
This has been estimated to bring £27K worth
of additional revenue

Page 43

Page 44
• 50 or more reviews per product can mean a 4.6%
increase in conversion rates (Reevo).
• 63% of customers are more likely to make a purchase
from a site which has user reviews. (iPerceptions,
2011).
• Reviews produce an average 18% uplift in sales
(Reevo).

Page 45

Page 46

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45% open rate
47% click-to-sale rate
50% increase in sales YoY

Page 48
IN SUMMARY…
Communicate with customers based on purchase history
Rate & Review Emails
Make the benefits clear
Cross-sell complimentary products
Send replenishment emails where possible

#5
Product Look-Up Feed

#5 – Product Look-Up Feed
Page 50
What is a product feed?
A product feed, otherwise known as a data feed, is an excel, .txt,
or .xml file that contains all of your products' information. It is
sent to shopping channels like Google Shopping to communicate
all the information your product listings will contain. Source:cpcstrategy

Page 51
Publishers have been using RSS for years!
Automate product content in your emails
Useful if you have hundreds of product variations you need to
serve in the email
Suitable for Back in Stock and Product Recommendation emails

Page 52
<item>
<id>123</id>
<sku>ABJ-252</sku>
<name>Nike Track Jacket</name>
<brand>Nike</brand>
<url>http://www.mystore.com/ABJ252.html</url>
<addtocart_url>http://www.mystore.com/addtocart?id=123</addtocart_url>
<image_url>http://www.mystore.com/images/ABJ252.jpg</image_url>
<thumbnail_url>http://www.mystore.com/thumbnails/ABJ252.jpg</thumbnail_url>
<description>This is a really great jacket. It's available in several colors and will
keep you warm.</description>
<price>49.99</price>
<msrp>54.99</msrp>
<num_ratings>4</num_ratings>
</item>

Page 53
IN SUMMARY…
An XML file containing all information on products
Can be used to automatically populate your email template with
copy, images and links.
Highly personalised & engaging
Speak to your Development Team and your Adestra Account
Manager

#6
Real Time Email
Content

#6 – Real time content from RealTime Email
Page 55

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Page 57

Page 58

#6 – RealTime Email
Page 59
400%
Increase in conversion
Example of single launch, context scenarios
(weather, country, currency)

#6 – Real time content from MovableInk

#6 – Real time content
Page 62
IN SUMMARY…
Serve content based on the point of open
Highly personalised, relevant and innovative
A/B Test RealTime content vs. business as usual
Contact your Adestra Account Manager for demos, case studies
costs and strategic advice

#7
Opt Down

#7 – Opt Down
Page 64

#7 – Opt Down
Page 65

#7 – Opt Down
Page 66

#7 – Opt Down
Page 67
• For: 5% of contacts that click
through to a unsubscribe go on to
snooze
• Against: Of those, 30% then went
on to fully unsubscribe within 1
month after they started to
receive emails again.

#7 – Opt Down
Page 68

#7 – Opt Down
Page 69
IN SUMMARY…
Retain subscribers on their terms
Mention the opt-down in the unsub link
Keep the opt-down/out process simple
(They may be set on leaving you)
Keep track of your reclaim rate, test and optimise

#8
Gamification

#8 – Gamification
Page 71
“The gamification market is expected to grow 48 per cent by
2019. By applying game-like elements such as challenges and
scoring to everyday activities, as well as rewarding valuable
actions with badges, points and more, brands can better engage,
understand and retain participants.”
http://digitalmarketingmagazine.co.uk/

#8 – Gamification
Page 72

#8 – Gamification
Page 73
Version 2
CTOR: 19%
Version 1
CTOR: 10%

#8 – Gamification
Page 74

#8 – Gamification
Page 75
Based on the newly-acquired data, customers receive
breed-specific emails.
The Results
50% increase in open rates (up from 40% to 60%)
29% click-to-open rate across the program
1000% increase in revenue per email

#8 – Gamification
Page 76
Results
– 90,000 new email addresses
– 1 in 4 customers participate
– 85% newly acquired email addresses
– 50% of customers register outside of store opening hours

Loyalty emails
Page 77

Loyalty emails
Page 78

#9
Automation

#9 - Automation
Page 80
Source: eMarketer

#9 - Automation
Page 81
Lifecycle campaigns vs. business as usual
163% higher engagement
100% higher conversion rate
 Welcome Registration – for new registrants
 First Order Activation – targets new registrants
who haven’t yet made a purchase
 Post-Purchase Nurture – targets people as they
receive their new prints and recommends cross-
sell products depending on the number of prints
that have been purchased
 Winback – targets customers who haven’t
placed an order with a discount offer. Triggered
after 6, 9, and 15 months if no re-purchase.

Retain
Convert
Re-activate
Winback
Re-engage
Re-permission
£
Capture
email and
permission
Acquire
-£
Relationship
£
Welcome
Lead
nurture
Abandon
Replenishment
Renewal
Trial
Cross-
sell
Newsletter
Birthday
Post-
purchase
survey
Nurturing Stages of the Lifecycle

#10
Transactional Emails
that make money

#10 - Transactional Emails that make money
Page 84
Source: Litmus

Page 85

#10 – Transactional emails to the next level
Page 86

Page 87
IN SUMMARY…
Take advantage of the extra opportunity
Keep it 80% transactional, 20% promotional
Make sure your recommendations are relevant
Add discount for next purchase
Follow best practice legislation
(i.e. don’t send products to those opted out of marketing)

Thank you
Page 88

Questions
Page 89

10 email ideas retailers can use to boost results and drive revenue

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