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Subscriber Engagement Presentation


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As ISPs begin to use subscriber engagement to determine inbox placement, email marketers are building strategies to captivate subscribers and drive them to open, save and share email. This webinar will explore compelling campaigns used by leading brands to increase engagement and deliverability.

In this webinar, email marketing experts Kara Trivunovic and Amanda Hinkle analyze 13 different campaigns that successfully increased email subscriber engagement, including programs from The Gap, InterContinental Hotels Group, Brookstone, Hautelook and United Airlines.

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Subscriber Engagement Presentation

  1. 1. Breaking Through to the Inbox: Campaigns that Compel Subscribers to Engage<br />February 17, 2011<br />
  2. 2. Who is StrongMail?<br />Founded in 2002; Headquartered in Silicon Valley <br />Industry-leading email and social media marketing technology platforms<br />Full agency services for email, social media, and interactive marketing<br />Global Reach: North America, UK/EMEA, APAC<br />Top investors include Sequoia Capital, Globespan, Evercore Ventures<br />Over 550 customers, catering to mid-sized to Fortune 2000 brands.<br />StrongMail customers include some of the world’s largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industries.<br />2<br />Proprietary and Confidential | <br />
  3. 3. StrongMail Customers<br />3<br />Proprietary and Confidential | <br />
  4. 4. Increasing Subscriber EngagementKara Trivunovic, Senior Director, Strategic ServicesAmanda Hinkle, Online Marketing Strategist<br />Proprietary and Confidential | <br />4<br />
  5. 5. ISP’s Are Filtering on Engagement in 2011<br />5<br />Proprietary and Confidential | <br />
  6. 6. Email Marketers Are Making Engagement a Top Priority in 2011<br />Increasing Subscriber Engagement<br />52%<br />Improving Segmentation and Targeting<br />49%<br />Integrating Social Media and Email Marketing<br />43%<br />Source: StrongMail 2011 Marketing Trends Survey, 925 Global Email Marketing Respondents; Question: What are your most important email marketing initiatives in 2011?<br />
  7. 7. Value of an Email Address<br />Open Rate<br />Clicks Over Time<br />Click Through Rate<br />Conversion Rate<br />Meaningful Brand Experience<br />engagement [en-geyj-muhnt]<br />Revenue per Email<br />Brand Awareness<br />Message Reply Rate<br />Length of Subscription<br />Revenue per Campaign<br />Opens Over Time<br />7<br />Proprietary and Confidential | <br />
  8. 8. Offer Timely Subscriptions to an Email Mini-Series<br />Series of 5 emails themed around a seasonal event<br />Offers exclusive content, only available through email subscription.<br />8<br />Proprietary and Confidential | <br />
  9. 9. Mystery Coupon… Click and Shop to Find Out!<br />Mystery Coupon offers potentially huge savings… you could get 100% off!<br />Makes them get all the way through the shopping process before revealing the discount.<br />Clear message and call to action.<br />
  10. 10. Create a Sense of Urgency & Promote Cross-Channel Engagement<br />Conveys last chance message with a tight expiration window.<br />Offers mobile and social media incentives to drive multi-channel engagement.<br />Allows individuals to find a nearby store.<br />
  11. 11. Give Them a Second Chance<br />Provides an incentive to those who haven’t completed their double opt-in<br />Use pre-header text so can read on a mobile device<br />Easy one-click redemption<br />
  12. 12. Thank Your Subscribers… People Like to be Appreciated!<br />Branded “FanMail” series conveys that they’re part of something special.<br />Automatic entrance into a Sweepstakes gives them something for little to no effort.<br />Setting expectation for future offers increases email open rates.<br />
  13. 13. Ask Your Subscribers for Their Opinions<br />Offer your subscribers rewards in exchange for their opinions and insights.<br />Optimize for image suppression so they can always see the offer.<br />
  14. 14. Charitably Motivate Existing Subscribers to Refer New Business<br />Online & offline components drive multi-channel engagement.<br />Fosters a sense of community via social integration – results are posted to Facebook to track the overall impact on the charity.<br />The compelling offer encourages the recipient to take action and share the experience with friends.<br />
  15. 15. Create a Sense of Urgency with Your Business Model<br />Over 2 million subscribers expect their email to be delivered in the same 10 minute window every day.<br />Offers are dynamically customized based on prior purchase history and brand affinity.<br />Uses deliverability reporting to filter out non-responder segment, treat differently.<br />
  16. 16. Use Dynamic Content to Make it Relevant<br />37,000 versions driven off of one email template<br />Personalized offers triggered based on unique profile data<br />New Hotmail and Yahoo interactive functionality enables search within email<br />
  17. 17. Foster Deeper Loyalty by Giving Them a Voice<br />Introduces personalized, interactive features with an incentivized call for user feedback.<br />Provides clear 1 – 2 – 3 instructions for what to expect on the new site.<br />Clearly articulates the value to the user and what to expect.<br />
  18. 18. Products?..... What Products?<br />Halloween shopping email doesn’t feature any products.<br />Uses riddles to drive click-throughs... Tie answers to unique products on the web<br />Long email encourages scrolling and further engagement.<br />
  19. 19. When in Doubt... You Can Always Bribe Them<br />Offers an incentive for opting into the email list.<br />Provides clear instructions and a single call to action.<br />
  20. 20. Get ‘em While They’re Hot<br />Uses triggered alerts to send contextually relevant emails when the subscriber is most engaged to drive sales.<br />Offers a discount if they take action.<br />Social integration drives engagement in other channels.<br />
  21. 21. Thank You!<br /><ul><li>Go to
  22. 22. Whitepapers
  23. 23. Research
  24. 24. Case Studies
  25. 25. Webinars
  26. 26. Expert Advice & Blogs
  27. 27. Twitter: @strongmail
  28. 28.</li></ul>Kara Trivunovic<br />Sr. Director, Strategic Services<br />(219) 365-6445<br /><br />Amanda HinkleOnline Marketing Strategist<br />(650) 421-7125<br /><br />