7 email marketing ideas tactics uk
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7 Ideas to Implement When You Get Back to the Office
Loren McDonald@LorenMcDonald
7>1
OLD NEW TWIST
So buckle up…
#1: Capture More Home Page Opt-ins
@LorenMcDonald
56% hide opt-in at the bottom
36% highlight opt-in at the top
Mouse over drops down form field
Moved opt-in from the bottom of the home page to the top
Gave a first order incentive Saw an increase in campaign revenue by 189%
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
Don’t mess with my Web
site
…but more subscribers
leads to more revenue!
#2: Evolve “Welcome” to “Onboarding” Programmes@LorenMcDonald
Welcome Progression – But still generic …
Immediate3-7 days
7-14 days
Immediate
Stand alone
Email # 1Email # 2
Email # 3
3-part series
Fashion Site
Shoes Bags Dresses
Email Sign-Up
Welcome Email 1
Welcome Email 2
BagsOffer
Shorts
BrowseGenericContent
Ooops
Email Sign-Up
OnboardEmail 1
OnboardEmail 2
OnboardEmail 3
OnboardEmail 4
Or you try to convert them on “Dresses”
Dresses offer –
w/deadline
Includes current Dresses offer
Includes survey/progressi
ve form
Includes dresses top
sellers/recommendations
Using Web Tracking –
marry browse behavior to
email address
Dynamic Welcome Campaign – Based on Source
3: Remarketing: Basket & Browse Abandonment@LorenMcDonald
Browse / Basket Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Browse
Basket
#2 - Under £90 #2 - Over £90#1 - All
01/01/2012 – 31/12/2012
Recovered SalesTotal Value £615,342.86
Total Number 4,493Average Order Value £136.96
Browse – Sniffing Around
Browse Behaviour
37.6% Open Rate7.35% CTR£0.28 Rev/Email
Browse Behaviour
Thank You!
Wizard / Calculator Abandonment
Supplement Wizard – Abandoned, Finished Process
• Sent when a customer receives their results but does not add items to basket or checkout
• 40.17% Open Rate
• 4.18% CTR• £0.24
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, personalised and a
series.
Prints You Viewed Recently
From: • Basket
• Wish list• Recommendation
• Web tracking• Category browsed
Sample Birthday Programme
#1
• Offer• Personalised
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. Segment Based on Behaviour
@LorenMcDonald
PaperStyle – Custom Invitations
- Sending batch and blast- No targeting
- Response rates declined
Agency Whereoware- Analyzed site behaviour
- 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 Programme
BRIDAL SEGMEN
T
Web site or email
click behaviour drops you into Your Wedding
or Friend’s Wedding nurture
Your Wedding Track
Friend’s Wedding Track
Results – Avgs Across Both Programmes
- Open Rate Increased - 244 %- CTR Increased - 161 %
- Revenue Per Mailing Increased - 330 %
6. Focus on Early Activation Over Reactivation@LorenMcDonald
How big is the inactives challenge?Really BIG!
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: 5-8%
5% X 40% = 2% of your DB
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.
Dairy Crest – Lapsed Banner using DC
Average open rates of 43% with approximately 20% re-activating and taking advantage of the incentive offer
7. 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 …
OurReque
st
Pick 1 Idea/Programme
Launch it
Improve it Launch
another program
me
Speak at Amplify
next year
