10 email marketing tactics silverpop
DESCRIPTION
Presented at Silverpop's US Client Summit in May 2013. Originally titled "10 Ideas to Take Back to the Office."TRANSCRIPT
10 Email Marketing Ideas to Take Your Program to the Next Level
#1: Capture More Home Page Opt-ins
@LorenMcDonald
56% hide opt-in at the bottom
36% highlight opt-in at the top
Sears – mouse over drops down form field
Moving opt-in from below the fold to above
516% lift - Top of home page/Every page
348% lift – Top of home page/Every page100% lift – Top of home page from bottom
50% lift - Top of home page from bottom
Sample Results
Use Popovers
Pop-overs = 200-400% lift
Click “Email Sign-Up” opens pop-over form
Don’t mess with my Web
site
…but more subscribers
leads to more revenue!
#2: Evolve “Welcome” to “Onboarding” Program@LorenMcDonald
Welcome Progression – But still generic …
Immediate3-7 days
7-14 days
Immediate
Stand alone
Email # 1Email # 2
Email # 3
3-part series
Cruise Site
Caribbean Mexico Alaska
Email Sign-Up
Welcome Email 1
Welcome Email 2
Mexico Offer
Welcome Email 3
Hawaii
BrowseGenericContent
Ooops
Email Sign-Up
Welcome Email
1
Welcome Email
2
Welcome Email
3
Welcome Email
4
Or you try to convert them on Alaska Cruise
Alaska offer – w/deadline
Includes current Alaska cruise
offer
Includes survey/progressi
ve form
Includes current Alaska cruise
video /Testimonials
Using Web Tracking –
marry browse behavior to
email address
3: Remarketing: Move Beyond Cart Abandonment@LorenMcDonald
Browse – Sniffing Around
Browse / Process Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Browse Behavior
37.6% Open Rate7.35% CTR$0.44 Rev/Email
Browse Behavior
Browse Behavior
Browse Behavior
Thank You!
Wizard / Calculator Abandonment
Supplement Wizard – Abandoned, Finished Process
• Sent when a customer receives their results but does not add items to cart or checkout
• 40.17% Open Rate
• 4.18% CTR• $0.38
Rev/Email
4: Take Birthday (and other date based) Emails to the Next Level
@LorenMcDonald
Your ordinary, but successful birthday email• Capture
birthdate
• Create email – often w/
offer
• Set up trigger
• Print money
New Rule:
Make it dynamic, personalized and a
series.
Prints You Viewed Recently
• From cart• Wish list
• Recommendation
• Web tracking• Category browsed
Sample Birthday Program
#1
• Offer• Personalized
w/ recent browsed
#2
• Reminder to non-openers few days later
#3
• 10 days left reminder
#4
• 24 hours left• Last chance
But really, think beyond birthday emails …
• Programs• Web Tracking• Dynamic ContentFeatures
• Purchase anniversaries• Subscriber / Member anniversaries• EventsIdeas
5. Leverage Integration, Content & Data
@LorenMcDonald
New Rule:
Think of email is a dynamic messaging
platform.
1
1
2 6
3
4
5
7
8
Subject Line PersonalizationFirst name personalization
Personalized Content Name and contact info for each customer’s personal rep
Dynamic Subject LinesThe subject line changes based on the type and duration of club membership
Individualized Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links
E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases.
Website-driven ContentDirectly track each customer’s web activity and prompt them to visit new areas of the site.
Send Time OptimizationThe message arrives in each individual’s inbox at precisely the time that individual is most likely to check email.
Data-driven Dynamic ImageImage is selected based on demographic and profile info
Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase
1
2
3
4
5
6
7
8
Truly Individualized Email Messaging
SmartPak: Abandon Cart w/ Recommendations
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Dynamic product
recommendations
6. Launch an upsell/cross-sell program
@LorenMcDonald
Upsell: Buckets to SmartPaksCustomer orders supplements in buckets for their
horse
GOAL: Convert customer to order supplements in AutoShip SmartPaks
SmartPaks Upsell Series
• Customers suppressed from promotional marketing stream
• Program checks before each mailing to determine if they purchased a SmartPak or not.
• If yes, removed from program and placed back in promotional marketing stream– If no, get next mailing in line on
specified scheduled date
SmartPaks Upsell Emails
7. Segment Based on Behavior
@LorenMcDonald
PaperStyle – Custom Invitations
- Sending batch and blast- No targeting
- Response rates declined
Agency Whereoware- Analyzed site behavior
- Purchase patterns- Wedding process
- Created wedding timeline
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?
Clicked on wedding link
YesNo
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
Nurture Program
BRIDAL SEGMEN
T
Web site or email
click behavior drops you into Your Wedding
or Friend’s Wedding nurture
Your Wedding Track
Friend’s Wedding Track
Results – Avgs Across Both Programs
- Open Rate Increased - 244 %- CTR Increased - 161 %
- Revenue Per Mailing Increased - 330 %
8. Focus on Early Activation Over Reactivation@LorenMcDonald
How big is the inactives challenge?
Typical Actives vs. Inactives Ratio
So what are you going to do about it???
Typical Re-engagement Series - Incentives
Typical Reactivation Rate: 1%-2%
High Performers: 5%
Don’t Wait: Create “Early” Inactives ProgramNew subscribers who don’t open/click first XX messages / X weeks
Move these early inactives into “activation” track
Send survey, different offers; best of, different subject lines, testimonials, etc.
Inactive Re-Engagement
Day 45: “Help Us Serve You Better”
Day 75: “It Pays to be Smart”
Day 90: “We Miss You! Come Back and Save 10%”
Evaluate for 30 days for activity, move into once a month frequency
for 6 months.
9. Get Creative; Have Fun
@LorenMcDonald
Get creative, think outside the box
Think Outside the Box – Special Days
ResultsSlight sales
increase over
regular emails
10X sales on some
SKUs
Some SKU sales 2-4X
normal since
promotion
Results
Highest revenue-
generating promotion
so far in 2013
About 19% higher than
their second-highest!
What’s your day?
• Programs• Right-brain creativityFeatures
• Months, Days, Weeks• Events, Make ‘em upIdeas
10. Get Focused, Get Started
@LorenMcDonald
Overwhelmed with ideas… don’t freak out
Solve your biggest business problem first!
Focus on “starting” – not “Best” practices
Don’t try to be perfect …
Loren’s
Request
Pick 1 Idea/Pro
gram
Launch it
Improve it Launch
another progra
m
Share Your Story
Contact Information
Loren McDonaldVP, Industry [email protected]@LorenMcDonald
Email Marketing
Mobile
Social
Marketing
Automation
Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the
deepest insight into the way customers behave.
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