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Beyond gmail tabs increasing email marketing engagement silverpop
This document discusses strategies for increasing email engagement in today's challenging email environment. It outlines four key approaches: onboarding subscribers effectively by setting expectations and delivering personalized content; surprising and delighting subscribers with creative, relevant content; leveraging subscribers' website browsing behavior to personalize content and offers; and using a unified behavioral platform to drive individualized, real-time communications across channels. The presentation emphasizes making the subscriber experience easy and valuable through optimized design, personalized relevance, and behavior-driven personalization.
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Beyond gmail tabs increasing email marketing engagement silverpop
- 1. • Strategies forincreasing engagement in the challenging inboxes of today and tomorrows of today and tomorrow Beyond Gmail Tabs: Loren McDonald, Silverpop
- 4. Gmail Tabs: ZombieApocalypse? Or …
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- 6. Active Gmail usersread more Gmail Engagement Level Read Rate Before Gmail’s Tabbed Inbox Read Rate After Gmail’s Tabbed Inbox High 58.6% 60% (+2.11%) Medium 10.6% 10% (-7%) Low 2.2% 0.4% (-81%) Source: ReturnPath research
- 7. 7 But let’s moveon … this session is “Beyond Gmail Tabs…”
- 8. Only 1 ofmany challenges!!!!!
- 9. Today’s Menu Inbox Challenges Subscriber- FocusedAntidote Q & A
- 10. Trends Affecting the “inbox” Onboarding– Start them off on the right foot…
- 11. Devices / Screens Mobility / Context MobileApps ISP Features Channel Alternatives Cadence Distracted Consumer Trends Affecting the “Inbox”
- 12. Multiple devices usedby your subscribers …
- 13. Small Medium Large Leadsto “screensize-apalooza” iPhone 2.3” wide Galaxy Note II 3.2” wide Nexus 7 7.3” wide BB Bold 2.6” wide iPad Mini 5.3” wide Excite 13 8.5” wide Source: Justin Jordan, Litmus
- 14. Mobile is morethan just design – “context”
- 15. Mobile apps foremail add to the craziness
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- 18. Nov 18 1 weekbefore Thanksgiving Day Jan 2 Dec 25 51 emails 37 emails T-Day To XMAS Increased sending cadence from competitors
- 19. Increasingly distracted /multi-tasking consumers
- 20. But don’t freakout about what you don’t control
- 21. … rather, focuson what you DO control!
- 22. 22 And creating morecompelling customer-focused emails …
- 23. So, how doyou break through to subscribers?
- 24. Onboard Subscribers Create A Great User Experience Surprise& Delight Subscribers Increase Relevance for Each Subscriber Four Approaches
- 25. Onboarding: Start subscribersoff on the right foot Onboarding – Start them off on the right foot…
- 26. Tell subscribers what they are goingto get … and then deliver on your promise.
- 27. Ask for MoreInformation
- 29. Welcome Progression –But still generic … Immediate 3-7 days 7-14 days Immediate Stand alone Email # 1 Email # 2 Email # 3 3-part series
- 30. Cruise Site Caribbean Mexico Alaska EmailSign- Up Welcome Email 1 Welcome Email 2 Mexico Offer Welcome Email 3 Hawaii BrowseGeneric Content Ooops
- 31. Email Sign- Up Welcome Email 1 Welcome Email2 Welcome Email 3 Welcome Email 4 Or you try to convert them on Alaska Cruise Alaska offer – w/deadline Includes current Alaska cruise offer Includes survey/progressive form Includes current Alaska cruise video / Testimonials Using Web Tracking – marry browse behavior to email address
- 32. User Experience Surprise andDelight
- 33. This Not This Don’tmake it hard for subscribers
- 34. Shipping Options –Return Policy – Gift Cards – 1-888-555.1212 Adding obvious navigation links during holiday season
- 35. Calculate everything forthe consumer Don’t make them think …
- 36. Answer obvious questionsIN the email
- 37. Pre-Headers – UseThem to Your Advantage
- 38. Pre-header text continues fromthe subject line question.
- 39. Do you havethe touch? 39 Old mouse New mouse
- 40. Clean, simple HTMLbuttons
- 41.
- 42. Surprise and Delight Surpriseand Delight
- 43. 43 Add some “whitespace”
- 44. 51 emails 46 days Butwhat are you going to do for me?
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- 46. Pick Your Fit:Jeans for Every Guy
- 47. 47 Get creative, use personalityand humor
- 48.
- 49. Relevance – Leverage Behavior Surpriseand Delight
- 50. The Decisive Moment "To me,photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its proper expression.” Henri Cartier-Bresson
- 51. To know aperson … watch what they do, not what they say. Danny Santagato
- 52. Subject Line Personalization Firstname personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases Website-driven Content Directly track each customer’s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase Truly Individualized Email Messaging 1 3 4 5 6 2 9 8 7 1 2 3 4 5 6 7 8 9
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- 55. Visitor is PutInto a Simple Program
- 56. “For Him” BrowseRetargeting Email 2.2% conv. rate vs 1.6% for Broadcast emails
- 57. Likely to ChurnBehavior Triggers Content/Contact Subscriber Activated their System Annual Churn ~13% Power User Arms their home security system regularly Annual Churn ~8% Notification User Receives text/email messages for alerts in their home Annual Churn ~5% Super User Uses interactive services regularly Annual Churn ~1%
- 58. Summary Start subscribers off right Make iteasy to do what customers want Wow subscribers with awesome content Leverage behavior to drive individual relevance
- 59. A unified, behavioral-drivenplatform that lets marketers incorporate every imaginable customer touch point, regardless of system or vendor, into a single view that drives individualized, real-time content through the most appropriate channel.
- 60. Silverpop is the digitalmarketing platform that delivers superior overall return on relationship powered by the deepest insight into the way customers behave.
- 61. Interested In LearningMore? www.silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop
- 62. Questions / ThankYou Presenter 1 Title Company Presenter 2 Title Company Loren McDonald – Twitter: @LorenMcDonald – G+: +Loren McDonald – Pinterest: intevation www.slideshare.net/silverpop Twitter: @Silverpop www.silverpop.com