Broadcast and Triggered Emails: A Match Made in Heaven
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Broadcast emails are effective at reaching large audiences while triggered emails personalize the messaging for individual subscribers based on their behavior. A study by a uniform company found that while broadcast emails made up a smaller percentage of emails sent, they generated a larger portion of sales. The document then provides five recommendations for getting more value from broadcast emails such as sending welcome series emails to new subscribers and testing email frequency, content, and landing pages.
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Broadcast and Triggered Emails: A Match Made in Heaven
- 2. Broadcast and Triggered Emails: A Match Made in Heaven Fred Swain – Tafford Uniforms Twitter: @FredSwain Loren McDonald - Silverpop Twitter: @LorenMcDonald
- 3. Broadcast & Triggers Complement
- 4. Email Sophistication Progression 1 to Many 1 to Few 1 to 1
- 5. Relevant Emails Rock! Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
- 6. Low Volume, High ROI 59.8 % Batch Campaigns 40.2% Triggered Campaigns Sales Generated Volume of Emails sent 95.9 % Batch Campaigns 4.1% Triggered Campaigns
- 7. Triggers
- 9. Broadcast Sets Up Triggers
- 10. Value of Broadcast Messages
- 12. 5 Things - #1
- 19. Tafford Welcome Series Results
- 20. 5 Things - #2
- 23. 500 subscribers emailed us
- 25. “ Ed” – Fictional persona from Tafford We created a fictional persona and tested “Ed” creative against tried and true campaigns.
- 26. Genie: Tafford customers like “campy”
- 29. 5 Things To Do - #4
- 31. Increased Frequency: Get the Balance Right
- 32. Volume Up, But So is Revenue/Email (King Arthur Flour)
- 36. 5 Things To Do - #4
- 37. Inactives Are a HUGE Problem
- 39. Missing the Mark
- 40. Typical Actives vs. Inactives Ratio
- 42. OUCH! Inactives Hurt A Lot
- 43. Don’t Wait, Be Proactive
- 45. Tafford Reactivation Examples Thank You/Loyal (Loyalty club members) Thank you (0-3 month purchase) We miss you (3+ month purchase) Try Tafford (No purchase history)
- 46. Using Surveys
- 47. 5 Things To Do - #5
- 48. Things to Test
- 49. Landing Page Testing Good subject lines, creative and copy only get you so far…
- 50. Landing Page Testing Remember to test where your customer lands…
- 51. Nearly 1/3 Increase in Order/Sales
- 52. Image Optimization Product Lifestyle Which image won (CTRs)? 63% higher CTR
- 53. Key Takeaways
Editor's Notes
- crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns.8 Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both topline and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005 28/09/11
- It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
- It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
- It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
- Love and Clearance, and the followup: We had over 500 people reply. While not an overly huge amount, having 500 people email us to let us know they got the email okay, as part of the story, is pretty amazing.
- It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
- Results are based overall spend across all channels – email sales index at higher rates Opt-out rate was flat – lost more total subscribers but
- Last summer, we ran an email A/B test – one version of the email featured star ratings and testimonials for the main products, one did not. We saw an ~30% lift in all key metrics – orders, sales, and orders per unique opens. We also saw a decrease in unsubscribes and complaints, and a slight increase in AOV. We now use product testimonials in our catalogue and emails quite often, and they really help bring photos of our products to life
- For the test, Peter Glenn decided to do a comparison of two different header graphical images for one of its promotional emails on water sports. The first email is product-focused showing all of the items on sale that week. The second email is lifestyle-focused showing people performing fast-paced water sports. Using 8Seconds, a test was conducted and both of the header images were exposed to the control group opening their emails to measure which one worked best. 8Seconds only needed 2,767 readers to determine the winning image with a 100-percent statistical validity. All the remaining recipients only saw the best converting header image.