Your 3 “Must Dos” for Email Marketing in 2010

Speakers

• Richard Evans

– Senior Manager, Product Marketing

– Silverpop

– Moderator

• Loren McDonald

– VP, Industry Relations

– Silverpop

Email Has Been “Easy Pickens,” Like…

…but…it is getting tougher.

Real-time expectations

Web Browser

PC client

Mobile Client

Multiple Inboxes

Social Network RSS Feed

Web Version

So 3 Must Dos in 2010

1. Leverage the Data

2. Engage With Customers/Subscribers

3. Automate and Optimize

Buckle Up!

Leverage the Data

It is all about the data…

• Collect• Observe behavior• Act

My Expectations:• Birthday wish and/or coupon

• Age-based content/offers• Gender-based content/offers

Data Is the Foundation of Relevance

Relevance

Explicit Data

Implicit DataContent/

Offers

Frequency/Cadence

Preference Centers

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

Preference Center Touch Points

Opt-in

Welcome

Regular Emails

Web Site

Transactional Emails

Opt-out

Society of London Theatre

Targeted communications based on age

• Under 26 targeted mailings – Age centric subject

line – Sent to recipients

under 26 years– Open rates around

double average open rates

• Mailing for the over 50’s– Targeted discount

offer– Open Rates 75%

above average open rate

Sky Europe – Sign Up

Capture Only Data You’ll Use

Happy Birthday

• 52% Open Rate

• 13.8% CTR

• 10% higher conversion rate

• Slightly higher AOV

Gather feedback – use surveys

Maintenance Follow-Up Survey

Determine what

is working

Engaging With Surveys• Surveys

– Move-In (day-14)– 5 Month (day-150)– Move-out– Maintenance Follow-up

• Objectives– Build Good Will– Identify Issues– Identify Net Promoters

• Results– 25% Participation– Increased Satisfaction

Irvine Company

Leverage Behavioral Data

Fabric.com Segments List by Purchasing Habits

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

Purchase Anniversary

• 30% Open Rate

• 7% Click through rate

• 15% Higher conversion rate than overall average

Re-engage subscribers before it is too late.

Engage With Customers/Subscribers

Manage Expectations

Subscriber Expectations

• Privacy/Permission

• Brand

• Other communications

• Content

• Frequency

• Format

• Subscription management

• Relevance and personalization

Welcome Emails

Within two months of opt-in, the open rate typically

falls 20% to 25%.

Source: MarketingSherpa

Bring the Flowers

Welcome Email Ecommerce Case Study

• Text• Single email• IT Generated• No marketing messaging

• HTML• 2-part email series• Marketing generated• Promotions, education

75% increase in conversions

Create content that is shareworthy

Social Email is the New Viral

Share to Social/SWYN in Email

• Increased views, clicks

• Reach new audience

• Obtain new subscribers

• Viral buzz

• Increased ROI

• Most valuable sharers

“Dough” + Valentine = Shareworthy

Content that is Engaging & Human

Unexpected content

Incorporating Social Aspects Within Emails

• Comments• User ratings• Top read, top purchases,

etc.

Email That Educates & Sells

I’m Too Sexy for My Subject Line

Like, Awesome Dude!

• Personal reviews/ comments from staff members

• While not objective, puts real people behind the products and emails

Re-engage

25% to 80%+ of your list

is “inactive”

Don’t Wait, Be Proactive• Preference centers• Surveys, ask for feedback• Behavioral dataData

• Identify inactive subscribers• Determine root causes, patterns• Test frequency, content, personalization

Monitor/ Analyze

• Use the data – segment, personalize• Deploy triggers, act on behavior• Offer alternatives

Increased Relevance

Dell Reengagement Email

Re-engagement Series

Re-engagement Series Results

• Performed abysmally (not unexpected)

– 5.8% Open rate

– 1.8% click through rate

– 1-2 orders per fiscal quarter

• So why bother…

Verifies email address is no longer of value

and

Improves list quality / deliverability

Deliverability Reputation

The future of deliverability is

managing reputation at the

individual level.

Evolution of Spam Filtering

The progression of spam filtering

Personal Preference

• Consumer Relevancy

• ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned

• Reputation

• If you have a good reputation in the eyes of the ISPs your mail will be delivered

Border Patrol

• Authentication

• ISPs use Authentication to help reduce false-positives

Stone Walls

• Blast and Spray

• All emails were welcomed by ISPs and consumers

No Email Boundaries

ISPs will continue to adapt their filters and other technology to mirror end user preferences

• Whitelist & Blacklist

• ISPs incorporate basic spam filtering techniques to thwart spam

Picket Fences

Source: Pivotal Veracity

20 Emails in 22 Days

Free Shipping20% off

$5, $10 off

Value-Added Message Streams

• Notifications• Alerts• Reminders• Aggregators• Confirmations• Updates• Closeouts• …and more

Wine of the Day - Cadence

Provide alternatives to leaving

Why Recipients Opt Out

• Too Frequent

• Irrelevant Content/Offers

• Also, lack of email address change functionality

Promote Alternatives In the Email

50% of one company’s subscribers stay when presented with alternatives to unsubscribing!

3 Key Options

Automate and Optimize

Why automate?

Automation to the rescue!

Use Triggers: Cart-Abandonment/Reminders/Etc

Swatch Order Reminders

1. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates

2. Average Order Value is 53% HIGHER

Cart Abandonment Emails

52% Open Rate 27% CTR

1. Click-Through Rates that are 350% higher than broadcast email rates

2. Average Order Value is 10% HIGHER

3. Conversion rates 50% higher than broadcast

Send Time Optimization

Time Variables Are Endless

Send Time Matters Most…

Because we are all individuals

The Right Time Of Course Is…

…when each individual recipient is most likely to respond:

The time when they consistently open and act on your emails.

For Silverpop Clients

Send Time Optimization Results• The Test:

– Group 1 received emails at 9am

– Group 2 received emails based on the time of their last open.

• Results:– Open rates increased 6%

– Total revenue generated

increased 52%– Average value per order grew

47%

Manual Approach

• Export your email data from a recent send

• Group recipients by their open time

• Test your next send– 50% get the email at the standard time– 50% get it at the hour of day they last

opened

Transactional Messages – Leverage Non-Marketing Emails

Marketing Content in Transactional Messages - Benefits

Decreased Burden on Support

Lower Call Center Volumes

Increased Customer Satisfaction

Increased Brand Recognition

Increased Revenue

0% 10%

20%

30%

40%

50%

60%

70%

% of email Marketers

One Silverpop client estimates that email

is 64 X cheaper than a

phone call

Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008n=200 email marketers, US

Transactional Email Can Engage Too

The Old IT Approach

Dynamic Promotional Content Based On Purchase

Customized cross-sell

offers

More real estate? More

offers!!

Promotional Content Doesn’t Have to be Customized

Order details

Great HTML Layout

Same promotional content reiterated

Main message clearly

communicated in subject line and top of message

Landing Pages

Email without a well-designed landing page/Web site is like….

…a day without revenue or conversions.

Netflix Landing Page

Scannable headline

Bulleted copy covers

key information

Pricing info in large

graphical button

Simple form – just

what’s needed

Visual 1-4 steps

Testing

Only 40 percent of email

marketers test their

campaigns on a regular

basis.

Jupiter Research, 2008

…those who did were

rewarded by an average 25

percent improvement in

response rates.

Jupiter Research, 2008

Are you leaving money on the table?

Example - College Colors Day Promotion

Stamps.com team debated using image of a fan in the email

VS.

Real-time Content Testing

• A/B image-based assets are served in real time• When winner is determined, winning asset served to all

recipients

VS.

Real Time View

example

In this example, they didn’t see a significant difference in conversion, they did see a difference in sales (customers ordered larger quantities).

Things to Test

• Subject lines

• Time of day/day of week

• Short vs long

• Opt-in forms/page layout

• Re-engagement offers

• Share-to-social

• User generated content

• Layout

• Button design

• Etc…..

Go for it!

Resources / Contact Information

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

Next Webinar

• January 21 – 2 pm ET/11 am PT

• Tentative Topic: – Video and Email

Contact Information / Q & A

• Richard Evans, Silverpop

– revans@silverpop.com – Twitter: @rlevans– Twitter: @silverpop

• Loren McDonald, Silverpop

– lmcdonald@silverpop.com– Twitter: @LorenMcDonald– Twitter: @silverpop

Thank you!

On Twitter: @Silverpopwww.slideshare.net/silverpop

www.silverpop.com