Whereoware: 5 Silverpop Emails to Implement Today

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Whereoware presents 5 Silverpop emails to implement today. This step-by-step guide will allow you to take full advantage of Silverpop's platform. Take your email marketing to the next level.

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Whereoware: 5 Silverpop Emails to Implement Today

  1. 1. 5 Silverpop Programs to Implement Today a step by step guide to successwww.whereoware.com 1
  2. 2. ContentsContents ............................................................................................................................................................ 2Automated Targeted Programs.......................................................................................................................... 3The Welcome Program ...................................................................................................................................... 4 Examples ..................................................................................................................................................... 10The Super Opt-In Program (SOI) ..................................................................................................................... 11 Examples ..................................................................................................................................................... 16The Abandoned Cart Program ......................................................................................................................... 17 Examples ..................................................................................................................................................... 20The We Miss You Program .............................................................................................................................. 21 Example ....................................................................................................................................................... 26The Time Sensitive Sale Program ................................................................................................................... 27 Examples ..................................................................................................................................................... 31About Whereoware .......................................................................................................................................... 32 www.whereoware.com 2
  3. 3. Automated Targeted ProgramsDefinedSimply defined, automated targeted campaigns are emails that are directed to a specific group of people andare triggered based on a set of rules or criteria. The most classic example of this is the Welcome campaign. Itis targeted to those that have just registeredto receive your emails and it is triggered off CLASSIC EXAMPLEthat registration date.Why we heart themWe love automated targeted campaignsbecause they work! We have completedhundreds of these campaigns for clients overthe years and have found huge increases ineffectiveness when compared to normal blastmailings.When comparing normal mailings againstautomated mailings:We saw a 33% increase in open rates and a37% increase in click through rates, 22%increase in average time on site and a 31%increase in order conversion rate. 50% Most surprisingly, we found that when customers received automated 40% mailings, they spent on average 22% more per purchase. So, not 30% only are those that receive automated targeted mailings more likely to Normal 20% Mailing order, but they also order more! 10% Automated We have partnered with Silverpop, one of the leaders in marketing 0% Mailing automation, to provide you with a how-to guide for five great automated Open Click Rate Rate targeted campaigns. What more are you waiting for? Dive in and get started! 4% 2% Normal Mailing 0% Automated Mailing Order Conversion Rate www.whereoware.com 3
  4. 4. The Welcome ProgramDefined: an email that automates when a userregisters for your site or signs up for email.Goals: provide reassurance, build a relationship+ engage immediately.Messaging options • Remind recipient why they are getting an email Results • Link to the website • Take the opportunity to introduce them to  61% open rate your social networks  45% click through rate • Ask to be added to address book (with  2.77% order conversion rate compelling text: “Don‟t miss the savings”)  10 minutes on site • Include contact information in case there are questions • Give users their username if they are registered • Explain email benefits to usersSilverpop stepsFor this example we will be using an embedded Silverpop form in an iframe on your site to collect emailaddresses.Step 1: Create a web form to collect email addresses on your site 1. Go to: Content-> Landing Page-> Create. 2. Give your landing page a name and unique URL. www.whereoware.com 4
  5. 5. 3. Drop down to „Optional Site Settings‟.4. Select Contact Source. Browse to the database you would like to bring your contacts into.5. Click the „Manage Site‟ tab.6. From the „New Web Form‟ drop down, select the „Standard‟ form.7. Double click on the yellow area. www.whereoware.com 5
  6. 6. 8. Drag and drop the fields you would like to collect for your email opt-in.9. Click „Save and Close‟.10. Click on „Confirmation‟. Type in your thank you message.11. Click „Publish‟ in the upper right hand corner. Then, scroll down and click „Publish Site‟ at the bottom of your screen. www.whereoware.com 6
  7. 7. 12. Click on the name of your form (in the pink box below), then scroll down to find the iframe code. Copy and paste this code into your site.Step 2: Create the email 1. Go to Mailings-> Create-> Mailing Template. 2. Name your email and then associate it with a contact source. 3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses. 4. Click „Save‟. 5. Click on the Mailing Body tab and build out your html. 6. Make sure your text version matches your html version.Step 3: Create a program 1. Go to Automation-> Program-> Create. 2. Name your program, assign your time zone, and select the database you used for the web form. www.whereoware.com 7
  8. 8. 3. Choose the third option under Database, „Add contacts when the following events occur.‟ Select „When a new or existing contact submits a web form‟.4. Click on the landing page you created in Step 1 and then select your form.5. Add the email template you created in Step 2 and select the date you want your program to start. www.whereoware.com 8
  9. 9. 6. Drag and drop your mailing into the „Start Track‟.7. Once you have double-checked everything click „Activate Program.‟ www.whereoware.com 9
  10. 10. Examples Reminds users why they are getting the email Promotes their Facebook page Links to their website Links to website Reminds users why they are getting the email Email benefits Add to address book www.whereoware.com 10
  11. 11. The Super Opt-In Program (SOI) Defined: an email asking your users what they want to hear about and how often they want to hear it. Goals: discover users email preferences, increasing your email engagement. Results  SOI emails receive on average 48% open rate + 38% click through rate  8% increase in overall open rates for those who use SOI vs. those who do notMessaging options • Tell users they have the opportunity to choose what they want to hear and when they want to hear it • Give users an example about what you mean by preferences • Include a link to the Super Opt-In formSilverpop stepsStep 1: Add frequency and topic fields in your database 1. Go to Data-> Database-> View. 2. Select your database. 3. Click Add Field. 4. Create a „frequency‟ field with Type: „Selection (choose one)‟. Add values for selection like „once a week,‟ „once a month,‟ „once every three months.‟ 5. Click Add Field again. 6. Create a „topics‟ field with Type: „Selection (choose multiple)‟. Add values for the types of emails you send out. For instance if you are an ecommerce company you may want to add „Sales,‟ „New Products,‟ „Best Sellers.‟Step 2: Create a web form for your Super Opt-In 1. Go to: Content-> Landing Page-> Create. www.whereoware.com 11
  12. 12. 2. Give your landing page a name and unique URL.3. Drop down to “optional site settings.”4. Select contact source. Browse to the database you would like to bring your contacts into.5. Click the manage site tab.6. From the „New Web Form‟ drop down, select the „Standard‟ form.7. Double click on the yellow area www.whereoware.com 12
  13. 13. 8. Drag and drop the fields you would like to include in your Super Opt-In form. You should at minimum include email address, frequency and topic.Step 2: Create the Super Opt-In email 1. Go to Mailings-> Create-> Mailing Template. 2. Name your email and associate it with a contact source. 3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses. 4. Click „Save‟. 5. Click on the Mailing Body tab and build out your html. The main call to action should be to fill out the Super Opt-In form. 6. Make sure your text version matches your html version.Step 3: Create a program 1. Go to Automation-> Program-> Create. 2. Name your program, assign your time zone, and select the database you used for the web form. 3. Choose the second option under Database, „Add contacts from database: Continuously while the program is active.‟ 4. Add the email template you created in Step 2 and select the date you want your program to start. 5. Then click „Save and Edit Flow.‟ www.whereoware.com 13
  14. 14. 6. Drag and drop „Add Track.‟ Click on „New Track‟ to rename it to „SOI Email.‟7. Drag and drop „Track Route‟ to the top bar next to your program name, applying it to the entire program.8.9. In the „Configure Track Route‟ panel change „Conditions‟ to „Route contacts who match These Rules‟.10. Click on „These Rules‟.11. Once the „Configure Decision Point‟ panel appears, click „These Rules‟ under the „Yes Path.‟12. Under the „Behavior Tab‟ select „Email Behavior.‟ www.whereoware.com 14
  15. 15. 13. Choose the Behavior „Has‟ „Been sent email‟ and then select your welcome email. Click „Done‟ and then „Save & Close.‟14. Click „Apply‟ in „the Configure Decision‟ Point panel.15. Drag and drop your Super Opt-In email to the „SOI Email track.‟16. Click on „Wait 0 Days‟ and change it to 7 Days and then click „Apply.‟17. Once you have double-checked everything click „Activate Program.‟ www.whereoware.com 15
  16. 16. Examples Tell user they can control their email preferences Link to email preference form Example of preference choices How often? What topic? www.whereoware.com 16
  17. 17. The Abandoned Cart ProgramDefined: an email sent out one to three days after a userplaces items in a cart, but does not complete the order.Goals: reduce abandonment rates and encourage orders. Results Comparing abandoned cart (AC) mailings to normal blast mailings that go to everyone we find a:  41% increase in open rates  48% increase in click through rates  69% increase in order conversion rates  23% increase in average value spentMessaging options • Remind your visitors that they left something in their cart • Provide a link to complete their transaction • Provide contact information to answer any questions users may have about the order • If you are able to capture abandoned products, include them in the email to remind visitors what they left behind • If your cart has an expiration date, add a sense of urgency by including it in the email • Add an incentive for visitors to complete their order. Warning: It is possible that you may train your visitors to abandon their cart. You may want to make it a one-time use coupon.Silverpop stepsStep 1: the dataThe first thing you need to do is pay a visit to your website team. Find out if/how you can gain access to yourabandoned cart data. At a minimum, you will need the cart abandonment date associated with an emailaddress. You will also want to speak to your web team about how the data is updated. Does cartabandonment date clear after they purchase? If it doesn‟t clear, you will need to include another piece of data,purchase date, to ensure you are not sending them the campaign if they completed their purchase. If you canadd extra information like product names that is a bonus.Once you have access to the information, you will need to decide how you will be getting it into your database.The most basic way is to manually import it daily. You could also set up an API to automatically have the dataincorporated into your database. www.whereoware.com 17
  18. 18. Step 2: the email 1. Go to Mailings-> Create-> Mailing Template. 2. Name your email, associate it with a contact source. 3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses. 4. Click „Save.‟ 5. Click on the Mailing Body tab and build out your html. 6. Make sure your text version matches your html version.Step 3: the program 1. Go to Automation-> Program-> Create. 2. Name your program, assign your time zone, and select the database you used for the web form. 3. Choose the second option under Database, „Add contacts from database: Continuously while the program is active‟. 4. Check „Allow contact to repeat the program‟ and select 2 months after reaching end track. 5. Add the email template you created in Step 2 and select the date you want your program to start. 6. Check „Limit to contacts that match rule‟ and then click „Setup Rule.‟ www.whereoware.com 18
  19. 19. 7. The rules you add here will depend on the data you have available. Below you see a sample of rules we have used with one of our clients. „Cart Items‟ and „Cart Price‟ clear once a customer places an order. Cart Last Modified Date contains the last date the cart was modified. These rules ensure that the cart was modified, but they did not complete the order.8. In the „Rule Builder‟ click „Save & Close.‟ Then click „Save and Edit Flow‟.9. Drag and drop the Abandoned Cart email and set it to zero days.10. Next set up an end track by dragging and dropping „Route to Exit‟ applying it to the entire program.11. In the „Configure Track Route‟ screen change the execution date to two days. Then, under conditions select „Route contacts who match These Rules.‟ Click on „These Rules‟.12. Under the „Behavior‟ tab select email behavior and add the rule „Has been sent email Abandoned Cart‟.13. Click „Save & Close‟ and then „Apply.‟14. Once you have double-checked everything click „Activate Program.‟ www.whereoware.com 19
  20. 20. Examples Remind users they have something in their cart Provide a reminder of what was in the cart Provide a link to complete the transaction First time abandoned Remind users they have something in their cart Link to complete the Second time abandoned order Directions on how to complete the order Provide an incentive to complete the order www.whereoware.com 20
  21. 21. The We Miss You Program Defined: an email sent out to users who have not visited your site in „x‟ number of months (as of now, this campaign can only work in Engage B2B, so we‟ve described an alternative method below). Goal: Reengage users. Results  42% open rate  14% of inactive customers reengaged, on average.  4% order conversion rateMessaging options • Say that you miss them - make it apparent why they are getting the email • Let them know they can update their profile to change what they hear about (super opt-in) • Why should they visit: value proposition, new features, etc. Warning: if you choose to tout new features the email will need to be updated every quarter. • Reminder information about usernames or passwords • Provide an incentive to reengage with your company. Warning: you don‟t want to train your subscribers, so make it a one-time deal. • Ask why they are leaving • Ask if they need help placing orders or navigating the websiteSilverpop stepsStep 1: the dataEngage Instructions (though you can‟t implement the „We Miss You‟ campaign in Engage with web tracking,it is still useful to have the code on your site. As Silverpop makes enhancements to this feature you canimplement campaigns immediately, instead of waiting for the tracking code to collect data. You can implementa similar campaign with website data. If you have a login to your site, you can track last login date and triggerthe email off once it has been „x‟ number of days since last login.)Getting last login dataThe first thing you need to do is pay a visit to your website team. Find out if/how you can gain access to yourlast login date. Once you have access to the information, you will need to decide how you will be getting it intoyour database. The most basic way is to manually import it daily. You could also set up an API toautomatically have the data incorporated into your database. www.whereoware.com 21
  22. 22. Step 2: the email 1. Go to Mailings-> Create-> Mailing Template. 2. Name your email and associate it with a contact source. 3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses. 4. Click „Save.‟ 5. 6. Click on the Mailing Body tab and build out your html. Create a strong call to action to visit your website. 7. Make sure your text version matches your html version.Step 3: the program 1. Go to Automation-> Program-> Create. 2. Name your program, assign your time zone and select the database you used for the web form. 3. Choose the second option under Database, „Add all contacts from the database.‟ Select „Continuously while the program is active.‟ 4. Check „Limit to contacts that match rule.‟ www.whereoware.com 22
  23. 23. 5. Click „Setup Rule‟.6. Select „Last Login Date‟ for the „Data Field.‟ For „Operator‟ select „is not within the last.‟ Finally select your time period (value). This will vary depending on your business.7. Add your mailing template to the program.8. Indicate the Start date.9. Then click „Save and Edit Flow‟.10. Drag and drop your mailing into the „Start Track‟.11. Once you have double-checked everything click „Activate Program.‟ www.whereoware.com 23
  24. 24. Bonus:Getting Silverpop tracking code on your site:You will need to request that web tracking be enabled by your Silverpop Relationship Manager at theSystem Administrator level. Once it is enabled, you manage it under Org Admin-> Organization Settings.Go to Web Tracking Settings. Add your domain by clicking the „Add‟ button. Type in your domain. Example:Whereoware‟s domain would be whereoware.com. Then, click „Save‟. You will need to copy the tracking codeprovided at the bottom of the “Web Tracking Settings” section. Keep a copy of it to provide to your web team.It should look something like this (the part in red will look different for you):<type="text/javascript"></script><script src=http://gw-services.silverpop.com/WebCookies/iMAWebCookie.js?9AE40034-99E4-4FCE-1234-6C96F75B57CFtype="text/javascript"></script> This is where your tracking code will be located. Copy this one if your site has http in front of the URL. This is where your tracking code will be located. Copy this one if your site has https in front of the URL. www.whereoware.com 24
  25. 25. Provide the following instructions to your web team: Please place this code in the footer of our website: <paste your code here>. Silverpop provides the following tips: • Place the Engage Web Tracking code within the <head> or <body> tags on the page. • Google Analytics Web Tracking is known to cause issues with Engage Web Tracking. Although you can place the Engage Web Tracking code within the <head> or <body> tags on the page, if you are also using Google Analytics Web Tracking, it is strongly recommended that you place the Engage Web Tracking code within the <head> tag. • If you‟re using Google Analytics and want to place the Engage Web Tracking code in the <body> tag, then make sure the Engage Web Tracking code is above the Google Analytics code. www.whereoware.com 25
  26. 26. Example Why they are getting the email… Why they should visit… Username/ password reminders www.whereoware.com 26
  27. 27. The Time Sensitive SaleProgramDefined: an email with a fantastic sale thatonly lasts for a finite period of time.Goals: orders.Results  18% increase in order conversion rates!Messaging options • Prove a sense of urgency with a limited sales window • Strong call to action to act nowSilverpop stepsStep 1: Create the email 1. Go to Mailings-> Create-> Mailing Template. 2. Name your email, associate it with a contact source. 3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses. 4. Click „Save.‟ 5. Click on the Mailing Body tab and build out your html. Create a strong call to action to purchase. www.whereoware.com 27
  28. 28. 6. Make sure your text version matches your html version.Step 2: Create a program 1. Go to Automation-> Program-> Create. 2. Name your program, assign your time zone, and select the database you used for the web form. 3. Choose the second option under Database, „Add all contacts from the database.‟ Select „Once, when the program is started.‟ 4. Add your mailing template to the program. 5. Indicate the Start date of the sale and the End date of the sale. 6. Then click „Save and Edit Flow‟.STOP: if you have an SOI Skip #7 andgo to page 29 7. Drag your 3 Day Sale email over twice. The first one starts in zero days. Wait two days and then send out the second send of the email. Make sure to change the subject line to indicate that it is the last day they can save. www.whereoware.com 28
  29. 29. 8. Once you have double-checked everything click „Activate Program.‟Have your Super Opt-In set up? Add the following steps:If you have a Super Opt-In you will need to change the program slightly to ensure that you are sending theemails as your readers indicated in their survey. Before you get started, you need to create some new fields inyour database. A. Click on „Data‟ and then select your database. B. Click „Add Field‟ and add three date fields (one at a time): Last Open Date, Last Click Date, Last Sent Date. C. Click on Settings-> Org Admin-> Organization Settings. D. Click on „Automated Behavior updates‟ then click „Edit‟. E. Check „Automated Database‟ and then select your database. Check all three boxes below and map each one as shown below. Click „Save‟ when you are done.Number 7 from the ‘Create a Program’ step above will change to the following: A. Drag and drop „Add Track.‟ Click on „New Track‟ to rename it to „3 Day Sale.‟ B. Drag and drop „Track Route‟ to the top bar next to your program name, applying it to the entire program. C. In the „Configure Track Route‟ panel change „Conditions‟ to „Route contacts who match These Rules‟. D. Click on „These Rules‟. www.whereoware.com 29
  30. 30. E. Under the „Profile‟ tab select the Email Topic data field from your SOI form. Select „contains‟ and then Sales (or whatever you called your sales type topic). Include an „OR‟ and then select “OR „Email Topics‟ is blank,” indicating that they have not filled out the Super Opt-In form yet.F. Next add the frequency rules. You will need to combine your Super Opt-In frequency field with the Last Set Date field until you cover all of your combinations. For the Super Opt-In form we cover in our directions the combinations below work. You may have a different set of rules depending on your Super Opt-In options. www.whereoware.com 30
  31. 31. Examples Small sale window Strong call to action Small sale window Strong call to action www.whereoware.com 31
  32. 32. About WhereowareWhereoware is an online strategy, design, development and marketing company. We recognize each clientsneeds and objectives as unique. We dive deep into each clients business through consultative assessments andanalytical benchmarking. We then craft an individual solution for each client. Our solutions are Smart because theysolve each client’s business problems.Silverpop’s largest agency partnerWe have a deep understanding of the Silverpop Engage platform because we work in it full time. We know the insand outs of the tool, and on occasion have even found ways to bend it to dimensions beyond the original authors’dreams. We work with clients to understand, define and plan a marketing strategy that fits their business needs.Then we get the tool to work for them. We execute the plan, measure and adjust it, so they dont have to.Contact us today505 Huntmar Park Drive Phone: (877) 521-7448 Jay BeutlerSuite 200 Fax: (703) 889-1218 Senior sales consultantHerndon, VA 20170 Email: sales@whereoware.com Phone: 701-205-1463 Email: jbeutler@whereoware.com www.whereoware.com 32

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