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How To Leverage Trust To Optimize Your Email Marketing


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This webinar will show you how to adapt to new consumer and marketing trends in 2017. Trust is becoming more and more important and this presents an opportunity for marketers and brands. The companies that leverage trust in their marketing are the ones who will gain more consumers and keep them.

Published in: Sales
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How To Leverage Trust To Optimize Your Email Marketing

  1. 1. 1 How To Leverage Trust To Optimize Your Email Marketing
  2. 2. 2 Speakers Ben Staveley VP of Operations, dotmailer Brian Merritt VP of Customer Success, Trustpilot
  3. 3. 3 Agenda 1 About - dotmailer & Trustpilot The Benefits of Email Marketing Best Practices - Automation Client Testimonials The Importance of Trust in Marketing Utilizing Trust in Marketing More about Trustpilot & dotmailer Questions Slides 4 to 5 Slides 6 to 7 Slides 8 to 12 Slides 13 to 14 Slides 15 to 21 Slides 22 to 29 Slides 30 to 32 Slide 33 2 3 4 5 6 7 8
  4. 4. 4 About dotmailer dotmailer is a leading marketing automation platform with email at its core. Their mission is to empower marketers with the tools that make it easy to get dramatic results, every time. Small, medium and large. dotmailer work with some of the world’s leading and most innovative brands. dotmailer is constantly adding new and useful features to continue to grow.
  5. 5. 5 We help people buy with confidence Sharing experiences builds trust and transparency We help companies harness the power of reviews About Trustpilot
  6. 6. 6 The Benefits of Email Marketing
  7. 7. 7 The Benefits of Email Marketing Retailers know that email marketing is one of the most reliable, personal, and profitable marketing channels. Reliable On average, email marketing accounts for 23% of sales. Lucrative Email is one of the most effective methods of communication with customers. Effective Email can be used to build and gain trust at any point in the customer journey. Trustworthy
  8. 8. 8 Best Practices
  9. 9. 9 Email Automation What is email automation? An automatic email campaign is set up once and then automatically sent to a particular individual when that person meets a certain trigger. Save Time Program all your emails at once, save time and make faster decisions. Increase Productivity Automation helps you deal with mundane task faster, lets you personalize your emails every time, increases productivity and lowers costs. Save Time Increase Productivity Email Automation
  10. 10. 10 The Top Automation Emails To Use Welcome series Collect data on customers preferences Abandoned cart/browse Product replenishment Winback series
  11. 11. 11 Where to Start 1 Technology stack Review the top automation programs and validate your existing tech stack can support you 2 Data hygiene Check for holes and quality of the key data points you need to implement automation 3 Data collection For all the data you are collecting ensure your data labels are clear with good validation on input 4 Content review Look at all the existing content you already have and try and re-purpose as much as you can 5 Test, test, test You will never get automation perfect from day 1, test all the time
  12. 12. 12 Case Studies
  13. 13. 13 Case Studies 10% Welcome program revenue 23% Sales recaptured 3 step abandoned cart 20% Product Recommendation Campaign Conversion 1 Monin Monin saw a 10% increase in email revenue from their welcome program. After implementing a popover on the website to capture new email addresses and following up with a welcome program. The company generates $20K a month from this one program alone. 3 Slendertone Slendertone’s re-engagement campaign sends an automated email after 6 days’ of inactivity and they have seen 20% of their customers start using the product again. 2 dotmailer customers As best practice suggests and implements for all our eCommerce customers a 3 step abandoned cart program. The first email is sent within 1 hour, the 2nd a day later and the final email a week after abandonment.
  14. 14. 14 What’s an example of a very successful email marketing campaign?
  15. 15. 15 The Rising Importance of Trust in Marketing
  16. 16. 16 92%of consumers now read online reviews to make sure they can trust a business. know-about-online-reviews
  17. 17. 17 83%of consumers trust recommendations from their friends over advertising. the-importance-of-trust-in-influencer-marketing/
  18. 18. 18 80%of consumers trust reviews as much as personal recommendations. know-about-online-reviews
  19. 19. 19 22%of brands are trusted. the-importance-of-trust-in-influencer-marketing/
  20. 20. 20 How Brands React To The Lack Of Trust Reviews Direct Contact User-generated content Referrals More articles, less ads Personalized marketing TRUST Testimonials Examples and case studies
  21. 21. 21 Can you talk about a client who found success utilizing trust in their marketing?
  22. 22. 22 Utilizing Trust in Marketing
  23. 23. 23 Leveraging Trust Symbols Examples of Service Reviews
  24. 24. 24 Using User-Generated Content Video Testimonials On-Site Reviews UGC On Social Platforms
  25. 25. 25 Using Email Segmentation To Ask Your Power Customers To Leave A Review In Ghurka’s post purchase email where they are asking for feedback on the customer service, they are seeing an open rate of 80% and 20% survey responses. Ghurka Post purchase survey response rate 20% Email example - Collecting reviews
  26. 26. 26 Using Product Recommendations In Email 1 Click-to-open rate Using dynamic product recommendations within email campaigns improves your click-to-open rate by 73% 3 Unsubscribe rate 56% of people unsubscribe from emails when they feel the content is no longer relevant to them 2 Conversion rate Across all Nosto customers they see a 20% increase in conversion rate from email marketing when including product recommendations within emails
  27. 27. 27 Client Examples - dotmailer 40% Welcome series open rate 39% Recommendation program open rate 21% Re-engagement on first pass 1 Elemis Elemis send a 6 step welcome series to every new subscriber introducing the Elemis brand. These emails contain valuable content such as application tips, lifestyle content and the occasional discount. 3 Maxtool Maxtool has seen up to 39% in open rate of their product recommendation email. After 5 days of purchase and product recommendation trigger email is sent based on pas purchase. 2 Slendertone Slendertone build a valuable database during their new customer program allowing them to fully understand why someone has purchase their product. As a result their re-engagement campaign contains all the motivation they need to re-engage their users.
  28. 28. 28 How Staples Builds Trust Throughout Their Purchase Journey Business Survey Google Shopping Ads On-Site Reviews Organic Search Social Media
  29. 29. 29 Who Are Trustpilot and dotmailer?
  30. 30. 30 2007 Trustpilot launched 65 Countries 1.8b Page impressions per month 175+k Reviewed websites worldwide 32m Online reviews 72m Visitors a year 10m Unique visits per month 1m New reviews per month
  31. 31. 31 dotmailer provides an advanced, flexible email marketing software that enables marketers to manage everything themselves, without the help of a technical department or an IT team. Email marketing automation made easy. dotmailer is loved and used around the world. With over 200 employees, the company is now established on 3 continents. 150+ Countries Thousands of happy customers have chosen dotmailer. 70,000+ Customers Reliable & Affordable dotmailer consistently offers a reliable and friendly user interface at an affordable price.
  32. 32. 32 Thank you! Any Questions?