Silverpop using email marketing to drive business

Instant ROI: Using Email Marketing to Stay in Touch and Drive More Business

April 2012

Dave Walters, Product EvangelistTwitter: @_DaveWaltersdwalters@silverpop.com

Housekeeping

Questions?We’ll have 10-15 minutes for Q&A at the end of the presentation. Please use the “Question” box to ask questions. Unanswered questions will be receive responses via email

Is this Webinar Being Recorded?Yes, the recorded webinar will be posted on Stamps.com webinar page as well as on YouTube. Attendees will receive link via email

Housekeeping

Having Audio Problems?Phone – please hang up and call back inComputer – we recommend using the call in phone number

Agenda

• Silverpop Intro• Why Use an Email Service Provider• Customer Examples• Stay In Touch• Grow Your Audience• Increase your Interactions• Own Your Location

• Questions

Who is Silverpop?

• Market-leading digital marketing platform

• Email delivery + marketing automation + location

• Used by marketing groups from 1 to 500

• Many customers migrate from platforms like Constant Contact and MailChimp

4,000+ Brands Powered by Silverpop

Energy & Utilities Media Business ServicesFinancial Services

Travel & Hospitality HardwareFood & BeverageNon-Profit

Retail

Entertainment

Software

Education

Scaled for Small & Medium Businesses

• More than 15,000 marketers use Silverpop every day

• Complete but not complex

• Force multiply your marketing effort

• New Essentials product designed for small and medium businesses

Why Use An Email Service Provider?

• CAN-SPAM requires opt-out, physical mailing address and other attributes within every message

• High deliverability into major domains like Gmail and Hotmail

• Behavior tracking and response rates are critical

• Using your Gmail or Outlook just doesn't cut it

The Marketing Spectrum

Mass Marketing

Behavioral Marketing

Direct Marketing

Customers are a single audience

Customers are many

little audiences

Customers are

individuals

Staying In Touch

Confirmation

• Delivered when the user signs up

• Provides second-level

information and program details

• Timeliness is the key to engaging the user

Personalized Reminders

Happy Birthday

• Birthdate can be captured at retail or via Facebook

• Aim to deliver the

Monday before the customer’s birthday

• You can choose to deliver discounts or just recognize

Australia

Communications every 6-8 weeks

Communications every 1-2 weeks

200% increase in relevant business dialog

47% open rate

Channel Communications

Welcome Message

• Goes out automatically at sign up

• No matter the source of the subscription

• Much higher open rates than traditional broadcast messages (38:1)

Welcome Offer

• Subscribers who opted in outside of the purchase process

• Get the same coupon

as part of an onsite promotion

• Scheduled for the morning after sign up

Grow Your Audience

Social-Powered Forms

66% of users prefer using social credentials

Email Opt-In on Facebook

Email Opt-In on Facebook

In-Store Email Collection

Increase Your Interactions

Create UGC

• Holiday card: Sent Dec. 24• Facebook: 150+ photos added

User Input Rules

30% Increase in Orders and Sales

Re-Engagement Messaging

Upsell and Cross-Sell

Best Practice:Recommend accessory itemsor complementary items for each product in cart

Own Your Location

Location-Based Marketing Isn’t New

How And Why Do People Check In?

Claim Venues

Offer specials for check-ins

• Check-In

• Loyalty

• Mayor

• Swarm

• Flash

• Newbie

Check-In Special

Access Foursquare Analytics

Questions?

Dave Waltersdwalters@silverpop.com

@_DaveWalters

www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com