1. Track: Email Marketing#CNX14#CNX14Email Subscriber Lifecycle Strategiesfrom the Swipe FileChad WhiteLead Research Analyst, ExactTarget Marketing CloudAuthor of Email Marketing Rules@chadswhite@ETswipefilepinterest.com/ExactTarget

2. @chadswhiteTrack: Email Marketing#CNX14Mass marketers develop a productand try to find customers for thatproduct. But 1:1 marketers developa customer and try to find productsfor that customer.Don Peppers and Martha Rogers,Coauthors of The One to One Future 3. @chadswhiteTrack: Email Marketing#CNX14To maximize the value of anemail relationship, you need tocater to your subscribers needsand wants throughout theirentire subscriber lifecycle. 4. @chadswhiteTrack: Email Marketing#CNX14The subscriber lifecycle has 6 stages: Acquisition signup processes through acquisition sources Onboarding signup confirmation page and welcome email(s) Engagement broadcast and seasonal emails Reengagement win-back and other reengagement tactics Super-engagement segmented, browse & cartabandonment, post-purchase, and other emails Transition opt-out page, opt-out confirmation page,preference center, re-permission emails 5. @chadswhiteTrack: Email Marketing#CNX14 6. @chadswhiteTrack: Email Marketing#CNX14What well cover during the next 40 minutes1 2 3Acquisition+OnboardingEngagement+Reengagement+Super-EngagementTransition 7. Track: Email Marketing#CNX14Chad White Lead Research Analyst at theExactTarget Marketing Cloud Author of Email Marketing Rules(2nd Edition released 9/2/14) 10+ years covering email marketing andecommerce as researcher and journalist@chadswhite 8. Track: Email Marketing#CNX14The Swipe File New examples of great digitalmarketing every weekEmail Swipe FileAudience Growth Swipe FileSocial Swipe FileMobile Swipe File Dozens of ExactTarget MarketingCloud contributors from aroundthe world@chadswhite 9. @chadswhiteTrack: Email Marketing#CNX14The Acquisition Stage consists ofthe methods you use to getconsumers to opt in to your emailprogram, as well as the entiretyof a confirmed opt-in process. 10. Track: Email Marketing#CNX14A few Email Marketing Rules for Acquisition: Keep the signup process short Target acquisition sources close to your shopping and customerservice operations Make your signup calls-to-actions prominent Make it clear that people are opting in Make calls-to-actions clear@chadswhite 11. @chadswhiteTrack: Email Marketing#CNX14ExactTargets Retail Touchpoints Optimized report found 12. Track: Email Marketing#CNX14Zillow Signup call-to-action reachesmobile app users when theyare engaged A value-add to Favorites List Simple Yes/No opt-in sincethey already have the usersemail address 13. @chadswhiteTrack: Email Marketing#CNX14E-receiptKrispyKreme Prominent on box Exposed to signupCTA during andafter consumption Easy-to-rememberURL goes directlyto email signupform 14. @chadswhiteTrack: Email Marketing#CNX14E-receiptKrispyKreme Prominent on box Exposed to signupCTA during andafter consumption Easy-to-rememberURL goes directlyto email signupform But long opt-in form 15. Track: Email Marketing#CNX14Olive Garden Takes advantageof idle time in therestaurant 2 ways to exposeguests to signupcall-to-action 3 ways to sign up: Via URL Via text Via QR code 16. Track: Email Marketing#CNX14Olive Garden Anotherexposurepost-meal Highlightssignupincentive Provides a 4thway tosubscribe: viapaper form 17. Track: Email Marketing#CNX14HomeDepot Opt-inrequestpiggybackson e-receipt Above-the-foldplacementof signupbanner@chadswhite 18. Track: Email Marketing#CNX14Noun Project Subscriptionactivationemail as partof a confirmedopt-in (COI)process Simple, directmessage@chadswhite 19. @chadswhiteTrack: Email Marketing#CNX14The Onboarding Stageconsists of your opt-inconfirmation page and yourwelcome email or welcomeemail series. 20. Track: Email Marketing#CNX14A few Email Marketing Rules for Onboarding: Use opt-in confirmation page as a pre-welcome Send welcome emails immediately to maximize signuphoneymoon effect Send a series of welcome emails Make your welcome emails seasonally relevant@chadswhite 21. Track: Email Marketing#CNX14Brooks Brothers After collecting just anemail address, thesignup confirmationpage asks for more info Includes opt upopportunity to receiveemails from factorystores and blog 22. @chadswhiteTrack: Email Marketing#CNX14ExactTargets Retail Touchpoints Optimized report found 23. Track: Email Marketing#CNX14ExactTargets State of Marketing report found@chadswhite 24. Track: Email Marketing#CNX14Pinterest Qualifyingemail isfollowedby@chadswhite 25. Track: Email Marketing#CNX14Pinterest Qualifyingemail isfollowedby@chadswhite 26. Track: Email Marketing#CNX14Pinterest Qualifyingemail isfollowedby@chadswhite 27. Track: Email Marketing#CNX14Pinterest Qualifyingemail isfollowedby@chadswhite 28. Track: Email Marketing#CNX14Pinterest Qualifyingemail isfollowedby@chadswhite 29. Track: Email Marketing#CNX14Pinterest Qualifyingemail isfollowedby 30. Track: Email Marketing#CNX14Pinterest A 6-emailwelcomeseries over 6days Each email isfocused onone aspect ofPinterest forBusinessprogram 31. Track: Email Marketing#CNX14Walmart Engages withseasonally relevantimagery andmessaging Makes the mostof seasonalsubscribers 32. @chadswhiteTrack: Email Marketing#CNX14The Engagement Stage consistsof your baseline promotionalmailstreamthat is, your regularlyscheduled broadcast emailsplus seasonal fluctuations infrequency. 33. Track: Email Marketing#CNX14A few Email Marketing Rules for Engagement: Design emails that render well across all platforms Use dynamic content and personalization to add targeted contentto emails Offer subscribers non-promotional content andcalls-to-action Send more emails when your customers are in market@chadswhite 34. @chadswhiteTrack: Email Marketing#CNX14Percentage of B2C brands using mobile-friendly email designsOct. 13 Dec. 13. Feb. 14. Apr. 14 Jun. 14 Aug. 14 *Dec. 1422% 30% 30% 33% 41% 48% 70%*prediction 35. Track: Email Marketing#CNX14Reliant Weekly Summaryemails about thehomeownersenergy usage Deeply personalized 36. Track: Email Marketing#CNX14Reliant Weekly Summaryemails about thehomeownersenergy usage Deeply personalized 37. Track: Email Marketing#CNX14Hipmunk Uses B2B infographictactic Educational rather thanpromotional Drives engagementwith blog Shareworthy content 38. Track: Email Marketing#CNX14Hipmunk Uses B2B infographictactic Educational rather thanpromotional Drives engagementwith blog Shareworthy content 39. @chadswhiteTrack: Email Marketing#CNX14Predicted number of promotional emails retailers will send each of their subscribersJuly Aug. Sep. Oct. Nov. Dec. Jan.18 18 18 19 22 28 19 40. @chadswhiteTrack: Email Marketing#CNX14The Reengagement Stageconsists of messaging tacticsdesigned to address subscriberswho are inactive or are indanger of soon becominginactive. 41. Track: Email Marketing#CNX14A few Email Marketing Rules for Reengagement: Be thoughtful about defining inactivity Reengage with rich discounts and progressive profiling Send inactive subscribers emails less frequently Target inactives in other channels with win-back emails@chadswhite 42. @chadswhiteTrack: Email Marketing#CNX14 43. Track: Email Marketing#CNX14American Apparel Discount coupledwith progressiveprofiling Simple, directmessaging 44. Track: Email Marketing#CNX14American Apparel Requests info topower triggeredmessaging,segmentation, andpersonalization,BirthdayZip codeInterests 45. @chadswhiteTrack: Email Marketing#CNX14 46. Track: Email Marketing#CNX14Pinkberry Reengagement email In response to 3months of mobile appinactivity 47. @chadswhiteTrack: Email Marketing#CNX14While reengagement reducesthe risks posed by inactives,Super-Engagement fostersmore opportunities withactive subscribers. 48. @chadswhiteTrack: Email Marketing#CNX14A few Email Marketing Rules for Super-Engagement: Send more segmented messages Set up more triggered emails including browse and cartabandonment emails, birthday emails, post-purchase emails Give subscribers opportunities to opt up to receive emailson additional topics, as part of a loyalty program, or fromsister brands Optimize transactional emails for upsells and cross-sells 49. Track: Email Marketing#CNX14Lowes Progressive profiling Gauging seasonalinterests Powers segmentedmessages 50. Track: Email Marketing#CNX14ModCloth Signup anniversaryemail Sharable coupon Social sign-in call-to-actionwith promise ofbirthday email 51. Track: Email Marketing#CNX14Crate & Barrel Post-purchase email Care instructions Cross-sells barequipment and wineand cheese accessories 52. Track: Email Marketing#CNX14Starbucks Loyalty programemails Milestone notificationemail Progressive profilingsurvey 53. @chadswhiteTrack: Email Marketing#CNX14The purpose of the TransitionStage is to avoid unnecessarydamage to your senderreputation and to attempt toretain the subscriber. 54. Track: Email Marketing#CNX14A Few Email Marketing Rules for Transition: Make it easy to opt out by following the 2-click unsubscribe rule Try to address the reasons that people unsubscribeToo many emailsIrrelevant emailsWant to change email address Be gracious as people opt out@chadswhite 55. Track: Email Marketing#CNX14Staples Follows 2-clickunsubscriberule Option tochangeaddress Option to optdown 56. Track: Email Marketing#CNX14DemocraticCongressionalCampaignCommittee Usesconfirmationpage to driveopt-overs tosocial media@chadswhite 57. Track: Email Marketing#CNX14Mini USA Re-permission email On brand messaging Gives subscribersmany options to click 58. Track: Email Marketing#CNX14Mini Re-permission email On brand messaging Gives subscribersmany options to click 59. Track: Email Marketing#CNX14Mini Re-permission email On brand messaging Gives subscribersmany options to click 60. @chadswhiteTrack: Email Marketing#CNX14 61. Track: Email Marketing#CNX14Before I leave you with somefinal thoughts...Questions?@chadswhite 62. @chadswhiteTrack: Email Marketing#CNX14Im fascinated by emailmarketing metaphors.Ive heard people say emailmarketing is like 63. @chadswhiteTrack: Email Marketing#CNX14theatre dating building ahouse the Olympics golfbaseball fitness marriageraising a kid a fire hosecraft beer branding sex 64. Track: Email Marketing#CNX14But my personal favorite is:Email marketing is like acouples dance.@chadswhite 65. Track: Email Marketing#CNX14In fact, the first mockcover for the 1stEdition of my bookincluded cryptic,centuries-old danceinstructions.@chadswhite 66. @chadswhiteTrack: Email Marketing#CNX14The metaphor is apt because it has A beginning-middle-end Norms built around styles Social expectations Practice leads to skill Non-verbal communications 67. Track: Email Marketing#CNX14I suck at dancing.@chadswhite 68. Track: Email Marketing#CNX14I practiced a lotfor the firstdance with mywife at ourwedding.@chadswhite 69. Track: Email Marketing#CNX14And I wasnthorrible.My point is tryto be a goodpartner so@chadswhite 70. Track: Email Marketing#CNX14when youmess up anddrop that firstbite of cakedown yourpartners dress@chadswhite 71. Track: Email Marketing#CNX14shell giveyou anotherchance.@chadswhite 72. Track: Email Marketing#CNX14Rate my session:Email Subscriber Lifecycle Strategiesfrom the Swipe FileTake the Survey inthe Connections2014 Mobile App@chadswhiteJoin theConversation!Prizes!$50StarbucksGift Card#CNX14@chadswhite@ETswipefile 73. Track: Email Marketing#CNX14