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
– [email protected] – www.fabric.com– Twitter: @fabricmaverick
• Loren McDonald, Silverpop
– [email protected]– Twitter:
• @LorenMcDonald• @Silverpop
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
