Three Strategies for Email Marketing Success in 2010

Speakers & Agenda

• Loren McDonald

– VP, Industry Relations

– Silverpop

– Moderator

• Melanie Coombs

– Senior Email Marketing Analyst,

– Fabric.com

• Agenda

– Fabric.com Overview

– Setting the Scene

– Leverage the Data

– Engage With Customers /

Subscribers

– Automate and Optimize

– Questions & Answers

About Fabric.com

• Online fabric and craft retailer

• Founded in 1999

• Headquartered in Marietta, GA

• Acquired in 2008 by a large online

retailer

Email Has Been “Easy Pickens,” Like…

…but…it is getting tougher.

Social Media Explosion

Mobile / Small-Screen Devices

Inbox Overload

Web Browser

PC client

Mobile Client

Multiple Inboxes

Social Network RSS Feed

Web Version

Tuning Out / Inactives

So 3 Must Dos in 2010

1. Leverage the Data

2. Engage With Customers/Subscribers

3. Automate and Optimize

Leverage the Data

It is all about the data…

• Collect• Observe behavior• Act

Preference Centers/Opt-in Process

Why Preference Centers?

•Demographics & interests

•Up to date/changes

Data Capture•“My

Email”

•Better retention

Subscriber Empowerment

•Preferred frequency, lists

•Basis of personalization, segmentation

Increased Relevance

Society of London Theatre

Targeted communications based on age

• Under 26 targeted mailings – Age centric subject

line – Sent to recipients

under 26 years– Open rates around

double average open rates

• Mailing for the over 50’s– Targeted discount

offer– Open Rates 75%

above average open rate

Capture Only Data You’ll Use

Happy Birthday

• 52% Open Rate

• 13.8% CTR

• 10% higher conversion rate

• Slightly higher AOV

Leverage Behavioral Data

Fabric.com Segments List by Purchasing Habits

Customers• Active – Buying, opening and clicking regularly

• Semi-Active – Buying, opening and clicking

occasionally

• Inactive – No longer buying, opening and clickingProspects • Active – Opening and clicking regularly

• Semi-active – Opening and clicking

occasionally

• Inactive – No longer opening or clicking

Purchase Anniversary

• 30% Open Rate

• 7% Click through rate

• 15% Higher conversion rate than overall average

Re-engage subscribers before it is too late.

Engage With Customers/Subscribers

Manage Expectations

Subscriber Expectations

• Privacy/Permission

• Brand

• Other communications

• Content

• Frequency

• Format

• Subscription management

• Relevance and personalization

Welcome Emails

Within two months of opt-in, the open rate typically

falls 20% to 25%.

Source: MarketingSherpa

Bring the Flowers

Welcome Email Ecommerce Case Study

• Text• Single email• IT Generated• No marketing messaging

• HTML• 2-part email series• Marketing generated• Promotions, education

75% increase in conversions

Create content that is shareworthy

Social Email is the New Viral

Share to Social / SWYN in Email

• Increased views, clicks

• Reach new audience

• Obtain new subscribers

• Viral buzz

• Increased ROI

• Most valuable sharers

“Dough” + Valentine = Shareworthy

Content that is Engaging & Human

Unexpected (but good) content

Incorporating Social Aspects Within Emails

• Comments• User ratings• Top read, top purchases,

etc.

Email That Educates & Sells

Like, Awesome Dude!

• Personal reviews/ comments from staff members

• While not objective, puts real people behind the products and emails

Re-engage

25% to 80%+ of your list

is “inactive”

Don’t Wait, Be Proactive• Preference centers• Surveys, ask for feedback• Behavioral dataData

• Identify inactive subscribers• Determine root causes, patterns• Test frequency, content, personalization

Monitor/ Analyze

• Use the data – segment, personalize• Deploy triggers, act on behavior• Offer alternatives

Increased Relevance

Dell Reengagement Email

Re-engagement Series

Re-engagement Series Results

• Performed abysmally (not unexpected)

– 5.8% Open rate

– 1.8% click through rate

– 1-2 orders per fiscal quarter

• So why bother…

Verifies email address is no longer of value

and

Improves list quality / deliverability

New Message Streams

Value-Added Message Streams

• Notifications• Alerts• Reminders• Aggregators• Confirmations• Updates• Closeouts• …and more

Wine of the Day - Cadence

Automate and Optimize

Why automate?

Automation to the rescue!

Use Triggers: Reminders / Cart-Abandonment / etc.

Web Analytics Data Drives Two Key Programs

Swatch Order Reminders

1. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates

2. Average Order Value is 53% HIGHER

Cart Abandonment Emails

52% Open Rate 27% CTR

1. Click-Through Rates that are 350% higher than broadcast email rates

2. Average Order Value is 10% HIGHER

3. Conversion rates 50% higher than broadcast

Rewards for Fabric.com’s Efforts

1. 35+% of revenue comes from email

2. Nearly 50% annual growth in email

revenue

3. 140% increase in conversion rate

4. More than 50% increase in visitors

5. 7% increase in avg. order value

Go for it!

Contact Information

• Melanie Coombs, Fabric.com

– melanie@fabric.com – www.fabric.com– Twitter: @fabricmaverick

• Loren McDonald, Silverpop

– lmcdonald@silverpop.com– Twitter:

• @LorenMcDonald• @Silverpop

Thank you!

On Twitter: @Silverpopwww.slideshare.net/silverpop

www.silverpop.com