iGB Down Under - Maximizing the Potential of Email Acquisition

Maximising the Potential of Email Acquisition & Retention Campaigns

March 25, 2010

Jeff Clark - Silverpop

3 Keys

Capture & Leverage the Data

Engage With Customers

Automate & Optimize

1. Capture & Leverage the Data

List Growth TacticsCategory Tactic

Offline Advertising/Direct Marketing Asking offline in stores, printed forms, or catalogs

Direct Mail Campaigns

PR/Trade Events Ask for names at Trade Shows

PR/PR Events

Customer Service Customer Service/ Call Center

Tele-prospecting

Giveaways Sweepstakes/Contests

Free Trials/Downloads/Samples/Other

Co-Marketing 3rd party partnerships

Cross Promotions with other brands

Co-registration

Offers in 3rd party newsletters

Online Marketing Banner Advertising

Paid Search

Data Vendors Branded or Non-branded List Purchase/Rental

Appending offline addresses into email names

List Growth TacticsCategory Tactic

Website Newsletter Offer

Site Registration

Opt-in/ referral at every consumer touch point

Viral Marketing Share to Social

Forward to a Friend

Refer a Friend (emails, website)

Blogs

Word of Mouth

Other In-store/Point of Sale/Purchase Process

Check boxes on registration/order forms

Transactional Emails

Prominent Call to Register

• Very prominent• Consistent position• On all web pages• Mix of text and

images

Next Step• Relevant and

contextual messaging depending on the webpage you’re looking at

Preference Centre

• Simple 2 step process

• Select what interests them for what to receive

Reinforce value & get more data

• Other value reinforcing options

• Survey to get more data to be more relevant

King Arthur FlourFood company increases email ROI by 150% with better

targeting

Overview

•Specialty baking company•Send to small, segmented lists

•Two-person marketing team

•Use surveys to augment data and drive product reviews

Go Viral for more subscribers

Share to Social Case Study

• 800 recipients shared the email offer

• 80,000 additional impressions

• 8% list growth• 33% people who viewed a

shared item clicked through to the offer – 3x CTR of their

standard emails

Deliverability

• Successful e-mail marketing requires strategy1. Reputation2. Content3. Customer/Client Expectations

2. Engage With Customers

The Three Levels of Email Relevance

Level 1Level 1 Level 2Level 2 Level 3Level 3

Every recipient is treated the sameEvery recipient is treated the same

Recipients are broken into groupsRecipients are broken into groups

Every individual is treated uniquelyEvery individual is treated uniquely

BlastPersonalisationBlastPersonalisation

PersonalisationSegmentationDynamic content

PersonalisationSegmentationDynamic content

PersonalisationSegmentationDynamic contentEvent triggersLifecycle campaignsUser Generated Content

PersonalisationSegmentationDynamic contentEvent triggersLifecycle campaignsUser Generated Content

Welcome Program• Re-iterates benefits of signing up• Opportunity engage with the

brand• Set expectations on when first

email would be received ( a little vague)

• Asked to be added to Address Book

• Link to privacy policy• HTML to convey brand image• Sent within 24 hours of registering• Primary message is view-able in

an images off environment• Email comes from Crate and

Barrel (From Address).

• Subject line includes “Welcome” message with brand name.

High level of engagement – includes video

links and blogger commentary

Relevancy

3. Automate & Optimize

Fabric.comOnline retailer increases conversion rates by 40% with

customer lifecycle marketing campaigns

Overview

•Fabric.com division of major online retailer

•Welcome, Birthday, Anniversary, Re-engagement programs

•Cart abandonment and order reminder emails

•Robust preference center guides relevancy and frequency - has cut opt-outs by 50%

Swatch Order Reminders

Cart Abandonment Emails

48% lift Click through rate

129% lift in Net Conversion rate

10.4% of the total revenue from email marketing

While representing only 2.7% of the total email volume

Source: Diapers.com

Email Type Best Practice Potential Revenue Uplift

Cart Abandonment Recommend similar items and/or up-sell

2%

Browse Abandonment Recommend similar items and/or up-sell

2%

Deal of the Day Recommend most popular items

1%

Special Offers Product club segmentation

1%

Order Confirmation Recommend accessory/complimentary items

.5%

Shipping Confirmation

Recommend accessory items

.2%

*Source Baynote

What’s hot in email

• Email as a content delivery platform– Blogs, UGC, recommendations, reviews

• Video in email (almost…)

Email as the vehicle

• Incorporate social media into your email– Lift in revenues by including

recommendations and accessories– E-mail containing customer reviews

produced:• Higher CTR• Higher conversion• Higher Average Order Value

• Social media users like email

Top-rated recipesfrom Pillsbury Community

Animated gif

Animated gif

Animated email• If appropriate, it can work• Still deliverability challenges• Considerations

– DON’T embed– 1 – 2 MB is best/3 MB maximum– Stylecampaign.com is a great resource

Q & A

• Jeff Clarkjclark@engagedigital.co

m.auTwitter: @Silverpop

• Whitepapers and thought capital available at www.silverpop.com