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Instant ROI: Using Email Marketing to Stay in Touch and Drive More Business
April 2012
Dave Walters, Product EvangelistTwitter: @[email protected]
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 [email protected]
@_DaveWalters
www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com