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By most measures, email marketing continues to provide the highest ROI of all marketing channels. However, the explosion of social media and mobile, changing consumer uses of communications and overloaded inboxes dictate that email marketers must take their program to a higher level in 2010 and beyond.Increasing customer engagement is the most critical strategy that email marketers must focus on in this changing environment. With most companies faced with limited resources, where should your efforts be focused in 2010? This session presented at the eMA conferenc in San Fracisco on April 22, 2020, makes the case for a number of initiatives and tactics; provides both good and bad examples; and recommended best practices that attendees can put into practice. Areas covered included:• Preference centers and data collection• Welcome email programs• Incorporating user-generated content, reviews and recommendations• Frequency and value-add message streams• Behavior and event-triggered emails• Remarketing and shopping cart abandonment emails
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Customer Engagement: The 2010 Email Marketing Imperative
Follow on Twitter:@LorenMcDonald@Silverpop
Loren McDonaldVP, Industry Relations
#4
If they were countries…
#1
Email is the #1 way consumers want to be communicated to by
businesses.
Microsoft/Hotmail
So, Email Engagement…
What’s all the fuss?
Social Media Explosion
Mobile / Small-Screen Devices
Some Consumers are Tuning Out
25% to 80%+ of your listis “inactive”
Customers Have the Last Word
“Retention is the new acquisition.”
Joseph Jaffe
The customer-led and social
revolution has ushered in…
…the need for companies to better Engage with their Customers and
Prospects…
..and Deliver the
Right Message
at the
Right Time
Because Hope is Not a Strategy
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
3 Keys to Better Engagement
Data as the Foundation
Explicit Data
Implicit Data
Content as the Value
Automation and Rule sets as the Enablers
Data is the Foundation
No Data, No Relevance
Logical data capture
• Gender• Marital status• Age ranges on signup• Wedding anniversary• Significant other’s birth
date
26th Anniversary…and I get This?
How About Product Selection & Content that recognizes I’m:
• Male• Married• Kind of old guy • Married 26 years
Explicit and Implicit Data Types
Demographics
Psychographics / Interests
PreferencesBehavioral
SocialGraphics
Why Preference Centers?
•Demographics & interests
•Up to date/changes
Data Capture•“My
Email”
•Better retention
Subscriber Empowerment
•Preferred frequency, lists
•Basis of personalization, segmentation
Increased Relevance
Explicit Data/Preferences
Behavior-Based Segmentation
Customers• Active – Buying, opening and clicking regularly
• Semi-Active – Buying, opening and clicking
occasionally
• Inactive – No longer buying, opening and clickingProspects • Active – Opening and clicking regularly
• Semi-active – Opening and clicking
occasionally
• Inactive – No longer opening or clicking
Engaging Content
Old Rule:Sell the sizzle, not the
steak.
New Rule:Educate with grilling tips, recipes and wine pairing.
Content that is Engaging is…
Surprise & Delight
Leverage Reviews
Recommendations
Cross Sell / Upsell
Best Practice:Recommend accessory itemsor complementary items for each product in cart
Sell by Educating
Be Human – Incorporate Personality (I’m Too Sexy for My Subject Line)
Be Helpful
• Personal reviews/ comments from staff members
• While not objective, puts real people behind the products and emails
Be Relatable
“Doughboy” + Valentine = Shareworthy
Lifecycle / Automated Emails
“Set it and forget it”
Question is not What is
the optimum frequency?,
but How do we send
more relevant emails,
more often but with
fewer resources?
Triggered Emails:
3-5% of email volume45% of profits
Orbitz
Automated Email Program
Within two months of opt-in, the open rate typically
falls 20% to 25%.
Source: MarketingSherpa
Welcome emails may be the most important email
you will ever send.
Bring the Flowers
Welcome to the Tafford Community
Three Reasons You Will Love Tafford + A Special
Offer
Personalize Your Tafford Experience
2009 Welcome Series Indexed Results…
Welcome #1 Performs 6X Better!
Happy Birthday
• 52% Open Rate
• 13.8% CTR
• 10% higher conversion rate
2009 Birthday Campaign Indexed Results…
Almost 25X
better…
Product Review Email
14% of those who click place another order
Second highest conversion rate next to Abandon Cart emails.
Thank You
60% higher conversion rate than overall broadcast average
Purchase Anniversary
15% higher conversion rate than average from broadcast messages
Multiple Opportunities in the Funnel
Samples of RemarketingCategory Views /
Abandonment
Product Views
Cart Abandonmen
t
Purchase History
Product Purchased
Following up with abandoners by email
yields
up to 50% conversion.
Cart Abandonment w/ Discount
CTR 350% higher50% higher conversion rate
than broadcast
A Special Offer To
Return To Tafford
Did You Forget
Something?
2009 Abandoned Cart Indexed Results…
25% conversion on cart abandoners.
Cart program account for almost 1/3 of TOTAL yearly email sales
First and most effective in the series sent within hours after abandonment.
Abandon Cart Emails
Rewards for Fabric.com’s Efforts
1. 35+% of revenue comes from email
2. Nearly 50% annual growth in email
revenue
3. 140% increase in conversion rate
4. More than 50% increase in visitors
5. 7% increase in avg. order value
Are You Engaged With Your Subscribers?
Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht
ml
• Many presentations on SlideShare– www.slideshare.net/Silverpop
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
