This document outlines 5 ideas for integrating email and online experiences:
1. Optimize email signups and landing pages to drive conversions and follow through on value propositions.
2. Make emails and websites mobile friendly by streamlining content for smaller screens.
3. Analyze analytics and customer data to identify key segments and map out campaign flows.
4. Enhance marketing with web tracking codes, dynamic content, and collecting additional customer data via emails.
5. Start with basics like prominent email signups and welcome emails before analyzing data to improve mobile experiences and traffic trends.
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5 ideas to integrate your email and online experience
1. 5 Ideas to IntegrateYour Email + Online Experience
Peter Bergen, Dan Caro, + Bill Haskitt
@whereoware
2. Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:
15 years in the business
Silverpop Platinum Partner
2013 consulting partner of the year
2011 agency partner of the year
18 Silverpop-certified email specialists
3 full time email designers
Over 50 email clients
1100 individual marketing campaigns
sent byWhereoware last year
certified partner
7. Email signup
Is your email signup near the top of your website?
Are you using a popover?
Do you offer a clear value proposition?
Can you deliver on the information you are requesting?
Is your confirmation page optimized?
Is an autoreply email tied to your email signup?
Does the autoreply email follow through on your value proposition?
Are you continually testing and optimizing your email signup process?
20. Landing pages
Do your email and landing page have consistent aesthetic?
Does your landing page follow a logical thought sequence?
Does your landing page follow through on your email’s value
proposition?
Does your landing page offer a clear value proposition?
Is your conversion process easy?
Is the call-to-action clear?
Are you continuously testing and optimizing your landing page?
21.
22.
23.
24.
25. Making it mobile friendly
Does your analytics tool indicate that you need a mobile solution?
If your website is mobile-friendly, does your email match? (and vice
versa?)
Is your font large enough to see, even if resized (at least 14 pt)?
Is your call-to-action touch-friendly (at least 44 x 44px)?
Is your message streamlined to reduce text?
Is your message modified for mobile users?
Are you continually testing and optimizing your mobile experience?
34. Same applies to websites
Larger font size
Single column design
Touch-friendly CTA
35. Web behavior + purchase data
Is SPOP web tracking code on your site?
Is your purchase data integrated into your marketing database?
Did you identify actionable customer behaviors?
Did you pinpoint key segments in your database?
Did you map out your campaign and/or visitor flow?
39. Mapping out the campaign
39
Purchased
wedding
products
Wedding
essentials
Wedding
nurturing
Wedding
favors
Bridal
party gifts
Thank
you cards
Friend’s wedding
nurturing
Bridal
shower
invites
Shower
tableware
Bach.
invites
Bach.
tableware
Wedding
gifts
Your
wedding?
Clickedon
wedding link
Yes
No
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
The key
segments:
Brides and/or
bride’s
friends
50. Key takeaways
• Start off with the basics
Email signup prominently on the website
Welcome email drives users back to the website
• Look through your analytics to find
Mobile trends
Traffic trends
• Can’t get your data? Use email to collect the info you
need