This document summarizes an email marketing tactics event. It lists the event sponsors in different levels and provides contact information for those interested in sponsoring or joining the organization. The agenda outlines why email is not dead, with statistics showing email preference and effectiveness. It then discusses different types of email campaigns like welcome/onboarding, abandoned cart, win back programs, and communication preferences. The rest of the event focuses on data-driven email programs, starting with basic data and moving to more advanced behavioral modeling. It concludes by looking at designing for mobile and integrating other channels into customer journeys.

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8. UPCOMING EVENTS
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MIMA Holiday Social
Orchestra Hall – Target Atrium
12.15.15
5:30 – 8:00 p.m.

9. TODAY’S EVENT
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Tactics in Twenty: Email
SARA CHAPMAN | Life Time Fitness
schapman@lifetimefitness.com, @schap22
KATIE SEEGERS | Sleep Number
katie.seegers@selectcomfort.com, @katieseegers

10. Agenda
• Intro: why email isn’t dead
• Fundamental Campaigns
• Data Driven Programs
• Future State of Email

11. Email isn’t dead….
• Everyone has an email address
• Your email is the original web ID
• The most universal communication channel
• Drives social media
• Generates ROI

12. Why Isn’t Email Dead?
72% of consumers prefer email
communication from companies

13. Welcome/Onboarding
• In 2008, 40% of brands sent a Welcome Message to their
new subscribers. Today, 80% of brands send this type of
message. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)
• The average open rate for a welcome email is 50% making
them more effective than email newsletters – Marketing Sherpa
• The longer you wait to engage, the less time you have to
hold onto them
• Offer up ways to engage with your brand
– First time discounts
– Next steps
– Value proposition

14. Welcome/Onboarding
Same Day
Day 1
Day 3 Day 7 Day 14
Day 21
• Build a cadence that makes sense
• A simple thank you goes a long way
– Personalize. Personalize. Personalize
• Test. Optimize. Repeat.

15. Abandoned Cart
• Convert high purchase intent customers and recover
lost revenue
• Can help you uncover friction points in your
shopping process
• Work horse campaigns
– 44.1% of all cart abandonment emails are opened – SaleCycle “The
Remarketing Report: Q1 2015”
– 29.9% of clicks lead to a purchase back on site – SaleCycle “The Remarketing
Report: Q1 2015”

16. • Why are you emailing?
(i.e., Subject: Love at
second sight.)
• Sense of urgency or
discount.
• Offer similar suggestions.
• Retain customer’s cart
information.
Abandoned Cart – West Elm

17. Continue to build
your relationship
with the customer
Abandoned Cart - Nike

18. Win Back Program - Etsy
• Nurture customers showing abnormal periods of inactivity (i.e.,
Non-opens or Non-clicks > 90 days)
• Re-engage customers
• Calculate timing based on your objective. Test.

19. Win Back Program – Kohl’s
Email 1
Is this goodbye? Please let us know
Email 2: one week later
Reply Needed: Don’t let this be
goodbye

20. Win Back Program – Life Time
• Win back unsubscribed
– Transactional/account updated
ONLY
–1% re-subscribe rate
–One time only
• Risk/Reward
–Risk: Prompts unwarranted
unsubscribes
–Reward: List cleanliness

21. Communication Preferences
• How to start?
–What are you trying to accomplish?
–Outline current sources of data
–External Preference Center (Explicit Data)
•Content types or user’s interest
•Location
•Communication channel (email or text)
•Frequency? Caution!

22. Communication Preferences
• Keeps subscribers
engaged by giving them
what they want.
• Positive user experience
• Keep it simple
• Data drives email success

23. Communication Preferences
On-site
Preference
Center
Direct from email
Preference Center
Keep the
experience
consistent no
matter
where the
origin of
update is.

24. Data Driven Programs
Phase 1
• One single data point
• Name
Phase 2
• Multiple data points
• Name, Gender, Birthday, Last purchase, etc…
Phase 3
• Behavioral modeling & purchases using analytics
• Behavior trends drive content, personalization, and timing
Personalized emails improve click-through rates by 14% and
conversion rates by 10%. – Aberdeen Group

25. Phase 1
•Single data point
•Sleep Number: Bed Anniversary email
•Life Time: Birthday email
Data Driven Programs: Phase 1

26. Phase 2
•Multiple data points
•Life Time email header
•Sleep Number: Store Lead Nurture Series
Data Driven Programs: Phase 2
• Onboarding series
• Incorporate into newsletter & others
• Nurture new leads who did not
purchase after first store
• Uses data captured at store

27. • Product
recommendations
based on browse
behavior
• Wish List option
Data Driven Programs: Phase 3
Phase 3
•Behavioral & purchase modeling using analytics
•Amazon Fashion: View follow-up emails

28. Data Driven Programs: Phase 3
Phase 3
•Behavioral & purchase modeling using analytics
•Marriott and Target
• Personalized header
• Content based on
demographic
• Content based on
purchase behavior

29. What’s next?
• Design for mobile
– Common misconception mobile vs. desktop
– 100% responsive
– Designed to respond and adapt differently based on what type of
device your subscriber sees it on

30. What’s next?
• Customer Journeys
– Automation based on triggers
– Behavior drives messaging
– Start simple

31. What’s next?
• Beyond the channel
– Utilizing other channels to communicate
– Social, Mobile, Print, etc…

32. Questions?