10 Email Marketing Ideas to Take Your Program to the Next Level

#1: Capture More Home Page Opt-ins

@LorenMcDonald

56% hide opt-in at the bottom

36% highlight opt-in at the top

Sears – mouse over drops down form field

Moving opt-in from below the fold to above

516% lift - Top of home page/Every page

348% lift – Top of home page/Every page100% lift – Top of home page from bottom

50% lift - Top of home page from bottom

Sample Results

Use Popovers

Pop-overs = 200-400% lift

Click “Email Sign-Up” opens pop-over form

Don’t mess with my Web

site

…but more subscribers

leads to more revenue!

#2: Evolve “Welcome” to “Onboarding” Program@LorenMcDonald

Welcome Progression – But still generic …

Immediate3-7 days

7-14 days

Immediate

Stand alone

Email # 1Email # 2

Email # 3

3-part series

Cruise Site

Caribbean Mexico Alaska

Email Sign-Up

Welcome Email 1

Welcome Email 2

Mexico Offer

Welcome Email 3

Hawaii

BrowseGenericContent

Ooops

Email Sign-Up

Welcome Email

1

Welcome Email

2

Welcome Email

3

Welcome Email

4

Or you try to convert them on Alaska Cruise

Alaska offer – w/deadline

Includes current Alaska cruise

offer

Includes survey/progressi

ve form

Includes current Alaska cruise

video /Testimonials

Using Web Tracking –

marry browse behavior to

email address

3: Remarketing: Move Beyond Cart Abandonment@LorenMcDonald

Browse – Sniffing Around

Browse / Process Abandonment: Showing Interest

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

Browse Behavior

37.6% Open Rate7.35% CTR$0.44 Rev/Email

Browse Behavior

Browse Behavior

Browse Behavior

Thank You!

Wizard / Calculator Abandonment

Supplement Wizard – Abandoned, Finished Process

• Sent when a customer receives their results but does not add items to cart or checkout

• 40.17% Open Rate

• 4.18% CTR• $0.38

Rev/Email

4: Take Birthday (and other date based) Emails to the Next Level

@LorenMcDonald

Your ordinary, but successful birthday email• Capture

birthdate

• Create email – often w/

offer

• Set up trigger

• Print money

New Rule:

Make it dynamic, personalized and a

series.

Prints You Viewed Recently

• From cart• Wish list

• Recommendation

• Web tracking• Category browsed

Sample Birthday Program

#1

• Offer• Personalized

w/ recent browsed

#2

• Reminder to non-openers few days later

#3

• 10 days left reminder

#4

• 24 hours left• Last chance

But really, think beyond birthday emails …

• Programs• Web Tracking• Dynamic ContentFeatures

• Purchase anniversaries• Subscriber / Member anniversaries• EventsIdeas

5. Leverage Integration, Content & Data

@LorenMcDonald

New Rule:

Think of email is a dynamic messaging

platform.

1

1

2 6

3

4

5

7

8

Subject Line PersonalizationFirst name personalization

Personalized Content Name and contact info for each customer’s personal rep

Dynamic Subject LinesThe subject line changes based on the type and duration of club membership

Individualized Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links

E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases.

Website-driven ContentDirectly track each customer’s web activity and prompt them to visit new areas of the site.

Send Time OptimizationThe message arrives in each individual’s inbox at precisely the time that individual is most likely to check email.

Data-driven Dynamic ImageImage is selected based on demographic and profile info

Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase

1

2

3

4

5

6

7

8

Truly Individualized Email Messaging

SmartPak: Abandon Cart w/ Recommendations

• 38.5% open rate

• 10.15% CTR

• 50% conversion rate

• $4.80 revenue/email

Dynamic product

recommendations

6. Launch an upsell/cross-sell program

@LorenMcDonald

Upsell: Buckets to SmartPaksCustomer orders supplements in buckets for their

horse

GOAL: Convert customer to order supplements in AutoShip SmartPaks

SmartPaks Upsell Series

• Customers suppressed from promotional marketing stream

• Program checks before each mailing to determine if they purchased a SmartPak or not.

• If yes, removed from program and placed back in promotional marketing stream– If no, get next mailing in line on

specified scheduled date

SmartPaks Upsell Emails

7. Segment Based on Behavior

@LorenMcDonald

PaperStyle – Custom Invitations

- Sending batch and blast- No targeting

- Response rates declined

Agency Whereoware- Analyzed site behavior

- Purchase patterns- Wedding process

- Created wedding timeline

Purchased wedding products

Wedding essentials

Wedding nurturing

Wedding favors

Bridal party gifts

Thank you cards

Friend’s wedding nurturing

Bridal shower invites

Shower tableware

Bach. invites

Bach. tableware

Wedding gifts

Your wedding?

Clicked on wedding link

YesNo

7 days

6 weeks

3 weeks

7 days

7 days

7 days

7 days

7 days

7 days

Nurture Program

BRIDAL SEGMEN

T

Web site or email

click behavior drops you into Your Wedding

or Friend’s Wedding nurture

Your Wedding Track

Friend’s Wedding Track

Results – Avgs Across Both Programs

- Open Rate Increased - 244 %- CTR Increased - 161 %

- Revenue Per Mailing Increased - 330 %

8. Focus on Early Activation Over Reactivation@LorenMcDonald

How big is the inactives challenge?

Typical Actives vs. Inactives Ratio

So what are you going to do about it???

Typical Re-engagement Series - Incentives

Typical Reactivation Rate: 1%-2%

High Performers: 5%

Don’t Wait: Create “Early” Inactives ProgramNew subscribers who don’t open/click first XX messages / X weeks

Move these early inactives into “activation” track

Send survey, different offers; best of, different subject lines, testimonials, etc.

Inactive Re-Engagement

Day 45: “Help Us Serve You Better”

Day 75: “It Pays to be Smart”

Day 90: “We Miss You! Come Back and Save 10%”

Evaluate for 30 days for activity, move into once a month frequency

for 6 months.

9. Get Creative; Have Fun

@LorenMcDonald

Get creative, think outside the box

Think Outside the Box – Special Days

ResultsSlight sales

increase over

regular emails

10X sales on some

SKUs

Some SKU sales 2-4X

normal since

promotion

Results

Highest revenue-

generating promotion

so far in 2013

About 19% higher than

their second-highest!

What’s your day?

• Programs• Right-brain creativityFeatures

• Months, Days, Weeks• Events, Make ‘em upIdeas

10. Get Focused, Get Started

@LorenMcDonald

Overwhelmed with ideas… don’t freak out

Solve your biggest business problem first!

Focus on “starting” – not “Best” practices

Don’t try to be perfect …

Loren’s

Request

Pick 1 Idea/Pro

gram

Launch it

Improve it Launch

another progra

m

Share Your Story

Contact Information

Loren McDonaldVP, Industry RelationsSilverpoplmcdonald@silverpop.com@LorenMcDonald

Email Marketing

Mobile

Social

Marketing

Automation

Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the

deepest insight into the way customers behave.

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