The document discusses how email marketing can provide instant return on investment and drive more business. It outlines strategies like using email to stay in touch with customers through personalized reminders and communications, grow audiences through social-powered forms and in-store collection, and increase interactions with tactics like user-generated content and location-based offers. The presentation provides examples of how these approaches increased orders, sales, and business dialog for various companies.

1. Instant ROI: Using Email Marketing to
Stay in Touch and Drive More Business
April 2012
Dave Walters, Product Evangelist
Twitter: @_DaveWalters
dwalters@silverpop.com

2. Housekeeping
Questions?
We’ll have 10-15 minutes for Q&A at the end of the
presentation. Please use the “Question” box to ask
questions. Unanswered questions will be receive
responses via email
Is this Webinar Being Recorded?
Yes, the recorded webinar will be posted on
Stamps.com webinar page as well as on
YouTube. Attendees will receive link via email

3. Housekeeping
Having Audio Problems?
Phone – please hang up and call back in
Computer – we recommend using the call in phone
number

4. Agenda
• Silverpop Intro
• Why Use an Email Service Provider
• Customer Examples
• Stay In Touch
• Grow Your Audience
• Increase your Interactions
• Own Your Location
• Questions

5. Who is Silverpop?
• Market-leading digital marketing platform
• Email delivery + marketing automation + location
• Used by marketing groups from 1 to 500
• Many customers migrate from platforms like
Constant Contact and MailChimp

6. 4,000+ Brands Powered by Silverpop
Financial Services Retail Energy & Utilities Media Business Services Software
Travel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education

7. Scaled for Small & Medium Businesses
• More than 15,000 marketers use Silverpop every day
• Complete but not complex
• Force multiply your marketing effort
• New Essentials product designed for small and
medium businesses

8. Why Use An Email Service Provider?
• CAN-SPAM requires opt-out, physical mailing address
and other attributes within every message
• High deliverability into major domains like Gmail and
Hotmail
• Behavior tracking and response rates are critical
• Using your Gmail or Outlook just doesn't cut it

9. The Marketing Spectrum
Mass Direct Behavioral
Marketing Marketing Marketing
Customers
Customers Customers
are many
are a single are
little
audience individuals
audiences

10. Staying In Touch

11. Confirmation
• Delivered when the
user signs up
• Provides second-level
information and
program details
• Timeliness is the key
to engaging the user

12. Personalized Reminders

13. Happy Birthday
• Birthdate can be
captured at retail or
via Facebook
• Aim to deliver the
Monday before the
customer’s birthday
• You can choose to
deliver discounts or
just recognize

14. Channel Communications
Communications every 6-8 weeks
Australia
Communications every 1-2 weeks
200% increase in relevant business dialog
47% open rate

15. Welcome Message
• Goes out automatically at
sign up
• No matter the source of the
subscription
• Much higher open rates
than traditional broadcast
messages (38:1)

16. Welcome Offer
• Subscribers who
opted in outside of
the purchase process
• Get the same coupon
as part of an onsite
promotion
• Scheduled for the
morning after sign up

17. Grow Your Audience

18. Social-Powered Forms
66% of users prefer
using social
credentials

19. Email Opt-In on Facebook

20. Email Opt-In on Facebook

21. In-Store Email Collection

22. Increase Your Interactions

23. Create UGC
• Holiday card: Sent Dec. 24
• Facebook: 150+ photos added

24. User Input Rules
30% Increase in Orders and Sales

25. Re-Engagement Messaging

26. Upsell and Cross-Sell
Best Practice:
Recommend accessory items
or complementary items for
each product in cart

27. Own Your Location

28. Location-Based Marketing Isn’t New

29. How And Why Do People Check In?

30. Claim Venues

31. Offer specials for check-ins
• Check-In
• Loyalty
• Mayor
• Swarm
• Flash
• Newbie

32. Check-In Special

33. Access Foursquare Analytics

34. Questions?
Dave Walters
dwalters@silverpop.com
@_DaveWalters
www.slideshare.net/silverpop
Twitter: @Silverpop
www.silverpop.com