Silverpop 2012 - 10 emails to automate today

10 emails to automate today May 17, 2012

About Whereoware

Online strategy, design, development + marketing

The stats:

• Twelve years in the business

• Work with: B2B services, B2B product, + B2C companies

• The Whereoware philosophy: 1-to-1 marketing - targeted, personalized, automated

• Silverpop partner

• 2011 agency partner of the year

• Worked with Silverpop for six plus years

• 50+ Silverpop clients

• Twitter: @whereoware

A few of our clients…

84.7 billion pieces of mail sent last year (2011, U.S. Postal Service)

250 million tweets per day (TechCrunch, October 2011)

35 billion pieces of content shared on

Facebook each week (HubSpot, 2011)

87.7 text messages sent or received per day by 18-29 year olds who use the text (Pew Research Center, 2011)

247 billion emails are sent each day (Email Marketing Reports, 2012)

$44.25 is returned for every $1 spend on

email marketing (Direct Marketers Association )

Marketing automation

Normal 35%

Automated,

Targeted

52%

Automated targeted emails work

* All data taken from Whereoware clients

Normal 28%

Automated,

Targeted

45%

Normal 6.5

Automated,

Targeted

8

Normal 26%

Automated,

Targeted

20%

Normal $387

Automated,

Targeted

$499

Normal 1%

Automated,

Targeted

4%

Normal $15

Automated,

Targeted

$12

Twitter: @whereoware

Normal 35%

Automated,

Targeted

52%

Automated targeted emails work

* All data taken from Whereoware clients

Normal 28%

Automated,

Targeted

45%

49%

increase

60%

increase

Normal 6.5

Automated,

Targeted

8

23%

increase

Normal 26%

Automated,

Targeted

20%

23%

decrease

Normal $387

Automated,

Targeted

$499

29%

increase

Normal 1%

Automated,

Targeted

4%

300%

increase

Normal $15

Automated,

Targeted

$12 25%

increase

Twitter: @whereoware

10 programs to automate

• Reminders

• Abandoned web page

• Product reviews/surveys

• Loyalty programs

• Abandoned demo/webinar

13

• Renewals

• Cross sell/upsell

• Milestones

• List clean-up

• Inactive customer

Bill’s faves

Teya’s faves

Reminders

•

•

•

14

Difficulty level: medium

Reminders: examples

15

Reminders: examples

16

Reminders: examples

17

18

Renewals/refills

•

•

• Expiration

date, renewal date, or

cycle length or start date

19

Difficulty level: medium

Renewals

20

21

Abandoned Web Page

Defined: email sent out hours to two days after a user visits a specific page, but does not complete the goal

Goals: Encourage goal completion

What you need: Silverpop’s web tracking code installed. You may need order information or survey information

22

Difficulty level: simple/medium

Abandoned web page: example

23

WEBPAGE EMAIL

Abandoned web page: example

24

EMAIL

WEBPAGE

Cross-sell/up-sell

25

Defined: a series of emails

providing customers with useful

information about like products

or services

Goals: Encourage additional

orders

What you need: past purchase

information, relational tables

make it easy

Difficulty level: medium/involved

26

27

Product review

Defined: email sent X number of days/weeks after a visitor orders

Goals: Encourage social interaction and user generated content and gain insight into product information or customer service interactions

What you need: website data + a third party review tool

28

Difficulty level: simple/medium

Reminders: example

29

List clean-up

Defined: identifying +

removing invalid +

inactive contacts from

a database.

Goals: Save $$$$ +

reengage contacts

What you need: just

Silverpop

30

Difficulty level: simple

31

32

Loyalty program

Defined: incentive email

sent when a certain

business goal has been met

(number of purchases,

revenue, visits, etc.)

Goals: Encourage

reorders/revisits and

customer loyalty

What you need: goals,

order history, customer

levels

33

34

35

Milestones

Defined: email sent X number of days/weeks before a significant date: birthdays, anniversaries, the day a business started with your company, etc.

Goals: Reinforce the customer relationship

What you need: customer demographic data or customer date

Difficulty level: medium

38

Abandoned demo

Defined: an email sent

out 12 hours to two

days after a demo was

abandoned

Goals: Get users to

finish the demo

What you need: demo

data

Difficulty level: involved

Inactive customer

Defined: an email sent x number of weeks/months after a customer stops interacting

Goals: Get customers to reengage with your brand

What you need: last login date, last order date, Silverpop tracking code, etc

Difficulty level: simple/medium

10 programs to automate

• Reminders

• Abandoned web page

• Product reviews/surveys

• Loyalty programs

• Abandoned demo/webinar

47

• Renewals

• Cross sell/upsell

• Milestones

• List clean-up

• Inactive customer

Bill’s faves

Teya’s faves

Questions

Bill Haskitt

bhaskitt@whereoware.com

703-889-1212

@whereoware now to see who wins

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Twitter: @whereoware

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