whereoware: 5 silverpop emails to implement today

www.whereoware.com 1

5 Silverpop Programs to Implement Today

a step by step guide to success


Contents

Contents ............................................................................................................................................................ 2

Automated Targeted Programs .......................................................................................................................... 3

The Welcome Program ...................................................................................................................................... 4

Examples ..................................................................................................................................................... 10

The Super Opt-In Program (SOI) ..................................................................................................................... 11

Examples ..................................................................................................................................................... 16

The Abandoned Cart Program ......................................................................................................................... 17

Examples ..................................................................................................................................................... 20

The We Miss You Program .............................................................................................................................. 21

Example ....................................................................................................................................................... 26

The Time Sensitive Sale Program ................................................................................................................... 27

Examples ..................................................................................................................................................... 31

About Whereoware .......................................................................................................................................... 32


0%

10%

20%

30%

40%

50%

Open Rate

Click Rate

Normal Mailing

Automated Mailing

0%

2%

4%

Order Conversion

Rate

Normal Mailing

Automated Mailing

Automated Targeted Programs

Defined

Simply defined, automated targeted campaigns are emails that are directed to a specific group of people and

are triggered based on a set of rules or criteria. The most classic example of this is the Welcome campaign. It

is targeted to those that have just registered

to receive your emails and it is triggered off

that registration date.

Why we heart them

We love automated targeted campaigns

because they work! We have completed

hundreds of these campaigns for clients over

the years and have found huge increases in

effectiveness when compared to normal blast

mailings.

When comparing normal mailings against

automated mailings:

We saw a 33% increase in open rates and a

37% increase in click through rates, 22%

increase in average time on site and a 31%

increase in order conversion rate.

Most surprisingly, we found that when customers received automated

mailings, they spent on average 22% more per purchase. So, not

only are those that receive automated targeted mailings more likely to

order, but they also order more!

We have partnered with Silverpop, one of the leaders in marketing

automation, to provide you with a how-to guide for five great automated

targeted campaigns.

What more are you waiting for? Dive in and get started!

CLASSIC EXAMPLE


Results

61% open rate 45% click through rate 2.77% order conversion rate 10 minutes on site

The Welcome Program

Defined: an email that automates when a user

registers 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

• Link to the website

• Take the opportunity to introduce them to

your social networks

• Ask to be added to address book (with

compelling text: “Don‟t miss the savings”)

• Include contact information in case there are

questions

• Give users their username if they are registered

• Explain email benefits to users

Silverpop steps

For this example we will be using an embedded Silverpop form in an iframe on your site to collect email

addresses.

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.


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.


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.


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.


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.


6. Drag and drop your mailing into the „Start Track‟.

7. Once you have double-checked everything click „Activate Program.‟


Examples

Reminds users why they are

getting the email

Links to their

website

Promotes their

Facebook page

Reminds users why they are getting the

email

Links to website

Add to address

book

Email benefits


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.

Messaging 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 form

Silverpop steps

Step 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.

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 not


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


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


2. Name your email and associate it with a contact source.


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.





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.‟


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.‟


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.‟



Examples

Example of preference

choices

Link to email

preference form

Tell user they can control their email

preferences

What topic?

How often?


The Abandoned Cart Program

Defined: an email sent out one to three days after a user

places items in a cart, but does not complete the order.

Goals: reduce abandonment rates and encourage orders.

Messaging 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 steps

Step 1: the data

The first thing you need to do is pay a visit to your website team. Find out if/how you can gain access to your

abandoned cart data. At a minimum, you will need the cart abandonment date associated with an email

address. You will also want to speak to your web team about how the data is updated. Does cart

abandonment 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 can

add 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 data

incorporated into your database.

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 spent


Step 2: the email


2. Name your email, associate it with a contact source.


4. Click „Save.‟

5. Click on the Mailing Body tab and build out your html.


Step 3: the program



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.‟


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.‟



Examples

Provide a reminder of what was in the

cart

Remind users they have something in

their cart

Provide a link to complete the

transaction

Second time abandoned

Provide an incentive to

complete the order

Remind users they have something in their

cart

Directions on how to

complete the order

First time abandoned

Link to complete the

order


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.

Messaging 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 website

Silverpop steps

Step 1: the data

Engage 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 can

implement campaigns immediately, instead of waiting for the tracking code to collect data. You can implement

a similar campaign with website data. If you have a login to your site, you can track last login date and trigger

the email off once it has been „x‟ number of days since last login.)

Getting last login data

The first thing you need to do is pay a visit to your website team. Find out if/how you can gain access to your

last login date. 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 data incorporated into your database.

Results

42% open rate 14% of inactive customers reengaged, on average. 4% order conversion rate


Step 2: the email


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.


Step 3: the program


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.‟


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‟.



Bonus:

Getting Silverpop tracking code on your site:

You will need to request that web tracking be enabled by your Silverpop Relationship Manager at the

System 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 code

provided 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-1234-6C96F75B57CF

type="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.


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.


Example

Why they should

visit…

Username/

password reminders

Why they are getting

the email…


The Time Sensitive Sale

Program

Defined: an email with a fantastic sale that

only lasts for a finite period of time.

Goals: orders.

Messaging options

• Prove a sense of urgency with a limited sales window

• Strong call to action to act now

Silverpop steps

Step 1: Create the email


2. Name your email, associate it with a contact source.


4. Click „Save.‟

5. Click on the Mailing Body tab and build out your html. Create a strong call to action to purchase.

Results

18% increase in order conversion rates!






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 and

go 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.



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 the

emails as your readers indicated in their survey. Before you get started, you need to create some new fields in

your 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‟.


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.


Examples

Small sale window

Strong call to

action

Small sale window

Strong call to

action


About Whereoware

Whereoware is an online strategy, design, development and marketing company. We recognize each client's

needs and objectives as unique. We dive deep into each client's business through consultative assessments and

analytical benchmarking. We then craft an individual solution for each client. Our solutions are Smart because they

solve each client’s business problems.

Silverpop’s largest agency partner

We have a deep understanding of the Silverpop Engage platform because we work in it full time. We know the ins

and 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 don't have to.

Contact us today

505 Huntmar Park Drive

Suite 200

Herndon, VA 20170

Phone: (877) 521-7448

Fax: (703) 889-1218

Email: [email protected]

Jay Beutler

Senior sales consultant

Phone: 701-205-1463

Email: [email protected]

whereoware: 5 silverpop emails to implement today

Business

automated targeted mailings

optional site settings

email benefits

email addresses

program soi

embedded silverpop form

mailing order

step guide