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Understand what makes a successful acquisition and retention marketing campaign and see how to leverage your data to increase the returns from your email marketing. Find out why delivery, tracking conversions/deposits, and campaign automation are such key issues to the industry. Using case studies and examples you will learn how to grow subscribers and conversions and take a look into new opportunities such as video, web analytics and real time content providers. Jeff Clark, Managing Director of Engage Digital, Silverpop’s Australian & New Zealand Partner
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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 [email protected]
m.auTwitter: @Silverpop
• Whitepapers and thought capital available at www.silverpop.com
