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247 billion emails are sent each day - as an email marketer, you can't afford to NOT be using marketing automation tactics. If you're not there already, Whereoware provides a good place to start, with 10 emails to automate today.
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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
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
703-889-1212
@whereoware now to see who wins
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Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
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