7 email marketing ideas tactics uk

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

Q & A

Loren McDonaldlmcdonald@silverpop.com

@LorenMcDonald