#SherpaEmail
Ask questions and join the conversation
Email Summit 2015: Top Takeaways from #SherpaEmail
497 Applications
15 Hours
of Content 3 Award Winners
30 minutes distilled from …
#SherpaEmail
Ask questions and join the conversation
Daniel BursteinDirector of Editorial Content MarketingSherpa
@DanielBurstein
Jessica Lorenz Event Content Manager MarketingSherpa
@JessicaPLorenz
7
Lesson 4
You are not your customer
What We Learned: You are not your customer
Mary AbrahamsonEmail Marketing SpecialistFerguson Enterprises
8
From first-time attendee …
9
… to award winner.
IN FERGUSON REWARDS
ONLINE SALES
Results When She Applied:
A Deeper Look at the Results (Now):
Mismatched opportunities
Segmentation
• Mobile friendly
• The one-click wonder
• This campaign, along with other efforts, has grown our
segmented population from 52% to 67%
• We saw an 81% increase in effective rate from our
typical preference-center emails
• Data accuracy — customers self-select who
they are
How we build lists for segmentation
Before
How we build lists for segmentation
After
Know thy customer
Not this
This
In-person events
• Educate on features and benefits
• Customers self-select necessary customer information
20
World-class customer service
Trade show app provides sales associates with weekly reports on tradeshow attendees
Provide customers with email follow-up, while Sales works on the ground
“The report is easy to use, clean, and email is nice to have for invoices, bids — saves money on faxes and printing.”
— Ferguson associate
What We Learned: Align all marketing efforts for a multichannel approach
Aaron BuchananDigital Personalization ManagerFinish Line
Sample Targeting Personas: Basic segmentation
Casual-athletic Technical Runners Fashion-forward
Segment subscribers
Targeting based on:
• Gender
• Past purchase behavior
• Traffic source
• On-site browse behavior
• Brand affinity
• Geolocation
• Teams/schools
• NFL- and NCAA-related offers
Unify multichannel efforts
Caution:
• Do not isolate shoppers into an experience because they qualify for a campaign
• Provide the opportunity to explore other campaigns and content
• Recognize that the user’s behavior changes during a session, and serve up relevant offers
50% increase in email revenue for trigger-based programs
Top takeaways
• Having the right conversation can extend value
• Do not alienate customers with hyper-segmentation
Honor the conversation the customer is having with your brand via their actions across all of your channels. “ “
28
Shawna DahlinSenior Email Marketing ManagerMicrosoft Store
What We Learned: Leverage the data you have to connect with your audience
Until we reach perfection …
… use existing resources
Customer service reps
Post-purchase surveys
In-store associates
Cross-company product groups
Personalizing the brick-and-mortar receipt
BEFORE AFTER
Order details
Order details Order details
Personalizing the brick-and-mortar receipt
AFTER
Exchange info
Exchange info
BEFORE
Exchange info
Personalizing the brick-and-mortar receipt
AFTER
Related products
BEFORE
Related products
The new customer journey
Sales and promotion/General awareness
In-storeawareness
SMB segment
Sale email resends /Last chance
Promo code reminders
Post-purchase reinforcement
Holidaylifecycle
Non-holiday shopper
Post-purchase cross-sell
Post-purchase warranty
“We miss you”
Receipt Shipment confirmation“Tell us how
we did”Ratings and reviews
Promo code reminders
Post-purchase reinforcement
Holidaylifecycle
Non-holiday shopper
Post-purchase cross-sell
Post-purchase warranty
“We miss you”
Receipt Shipment confirmation“Tell us how
we did”Ratings and reviews
We’ve come a long way
Sales and promotion/General awareness
In-storeawareness
SMB segment
Sale email resends/Last chance
Kate EllisMarketing AnalystKentucky Derby
What We Learned: Use content to collect data on your customer segments
Jeff KolebaVP Marketing and ProgrammingKentucky Derby
37
No customer details
Limited windowof relevance
All content is not relevant to everyone
38
The Kentucky Derby Insider
3939
Why would you enjoy live horseracing?
“I don't get to spend as much time with my friends and family as I’d like to, so when we do spend time together, I love unique activities that let us have fun while connecting with each other.”
“The majestic horses, skillful riders and meaningful traditions make racing one of the most exciting sports, so I follow and attend live racing as much as I can to be a part of the racing experience.”
“Wagering on horses is a game of skill that can be won, so I look for the best information to give me the best chance of turning a profit.”
Social Segment
Equine Enthusiasts
Handicappers
40
The Kentucky Derby Insider
Three main content sections:
Purchasers Non-purchasers
Segments:
Utilize click data to learn more about customers
Time until Derby Story 1 Story 2 Story 3 Story 4 Ad Unit
10 weeks Featured Contender - Candy BoyUpcoming Road to the Kentucky
Derby RaceDerby Fashion Taste of Derby KentuckyDerbystore.com
5 weeksFeatured Contender - We Miss
ArtieKentucky Derby Future Wager
Road to the Kentucky Derby video Episode 5
Which Comes First - Hat or Dress? Vineyard Vines
2 weeksHorses Arrive and Workout at
Churchill DownsExpert Picks Celebrities Expected Behind the Scenes Ram
1 week Pick Your Favorite Horse Weather ReportWhat You Can/Cannot Bring in
to the TrackGet Connected with Social Media Yum!
Developing a content plan: Calendar
• Content specific to each consumer segment
• Content relevant to the time period
• Opportunities for promotional integration and ad units
Subject Lines: Purchaser: “Start Planning your hat” Non-Purchaser: “Start Planning your party and your hat”
Equine content
Gaming content
Social and lifestyle content
Quality content on clickthrough
Sales and partnership content
48
Equine
Gaming
Social
Gained insight into consumer segment size
36%
52%
12%
49
Significant improvements in reader engagement
Read Rate CTR Opt-out
42.15% 23.43% 0.13%
35.35% 14.6% 0.23%
2014 Purchasers
2014 Non-purchasers
27.95% 19.84% 94.11%Over 2013:
What We Learned: Incentives can work for list building, if you truly serve subscribers’ interests
Diana PrimeauDirector of Member Services CNET
Sweepstakes engagement rate
8.63%
13.03%
24.29%
18.10%
26.66%
46.10%
1-30 Days 31-60 Days 61-90 Days
New Users Who Entered Sweeps Current Users Who Entered Sweeps
Subject Line:Welcome to CNET! Let’s get started
Welcome Email — Control
Product reviews
Tech news
More newsletters
Forums
54
Experiment: Welcome email
Test Design — A/B split including:
• Content• Subject lines • Advertisements
Subject Line: Welcome to CNET! Let’s get started
Simplified content, picture of editor
Subject Line: Welcome to CNET! Let’s get started
Simplified content, no picture and ad
Subject Line: Thanks for joining! Let’s get started
Simplified content, ad and new subject line
Subject Line: Thanks for joining! Let’s get started
Simplified content, big picture and no ad
Subject Line: Thanks for joining! Let’s get started
Simplified content, big picture and ad
Welcome Email: Results
Email Version Open Rate CTR
Control – Lots of content 32.66% 12.18%
V2 – Simplified content, picture of editor 45.46% 20.25%
V3 – Simplified content, no picture and ad 43.20% 16.08%
V4 – Simplified content, ad and new subject line 44.74% 19.91%
V5 – Simplified content, big picture and no ad 46.63% 20.64%
V6 – Simplified content, big picture and ad 46.70% 21.23%
Increases in Opens and CTR in Each TestEach version of the Welcome email outperformed the Control.
Nurturing: Social network email
VideoSocial Mobile
Nurturing: Social network email
53.85% 15.83% 37.15%
Mobile SocialVideo
Nurturing: Social network email
53.85% 15.83% 37.15%
Mobile SocialVideo
So we reverted back …
Order really matters
SocialVideoMobileVideoMobileSocial
What We Learned: Use email and content to guide potential buyers through the decision-making process
Stephen BrunerMarketing Manager, Vertical MarketsPrecor
12-month situational awareness
Whitepaper
Email Campaign Launch 1
Email: video testimonial
Campaign for Owners Launch
Send owners informational video
Infographic Send
Campaign for cardio machines
Cardio Exclusive Discount
Twitter CampaignInstructional
video
New Year Follow-Up
Social Campaign
Email Campaign Follow-Up
Campaign Savings
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Blog Post
Membership
Equipment Newsletter
Membership Follow-up Testimonial: Gym Owners
Social Push
Blog Post: Hospitality
Follow Up: Owners
Infographic
Infographic/Strength
Email Follow-UpWhitepaper: Gym Ownership
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Contract/Ownership
Whitepaper Send
Launch Session
Blog Post on Strength
Newsletter Send
Follow Up: Strength
“Start Planning” Follow-Up
End of Year Blog Post
Social Contest
Follow up for Gym Owners
BuildPromoted Tweets
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Campaign for strength machines
Traditional club gyms
Education
Hospitality
Jim
First-time gym owner
Lisa
Partner in university gym
Robert
Hotel General Manager
12-month situational awareness
Whitepaper
Email Campaign Launch 1
Email: Video testimonial
Campaign for Owners Launch
Send Owners Informational Video
Infographic Send
Campaign for Cardio Machines
Cardio Exclusive Discount
Twitter CampaignInstructional
Video
New Year Follow-up
Social Campaign
Email Campaign Follow-up
Campaign Savings
February, 2015January, 2015 March, 2015 April, 2015
Blog Post
Membership
Equipment Newsletter
Membership Follow-up Testimonial: Gym owners
Social Push
Social: Hospitality whitepaper
Follow-up: Owners
Infographic
Infographic/Strength
Email Follow-upWhitepaper: Gym ownership
June, 2015May, 2015 July, 2015 August, 2015
Contract/Ownership
Whitepaper Send
Launch Session
Blog Post on Strength
Newsletter Send
Follow-up: Strength
“Start Planning” Follow-Up
End of Year Blog Post
Social: University ellipticals
Email Follow-up BuildInfographic/Strength
October, 2015September, 2015 November, 2015 December, 2015
VISITORS
PROSPECTS
MQLs
SQLs
Content Marketing: Asset map/gap analysis
Social example
John
First-time gym owner
Email example
First-time gym ownerPartner in university gym
Lisa
71
Customer Service Info
Service Level Interaction
Whitepapers — Research
Buyers Guides and InfographicsTOP OF THE FUNNEL
MIDDLE
LOW
CLIENT
Turn off Dynamic Content
72
Results after integrating behavioral approach:
What You Need to Understand: By taking a behavioral approach and giving the marketing team the tools they need to effectively nurture leads with relevant messaging, the Precor team more than doubled their lead volume.
!
74% increase in raw leads
3x the engagement from the previous year
67% increase in MQL to SQL velocity
73
Lesson 6
Get back to basics
What We Learned: Don’t overlook the basics
Selecting Technology Elements of Email
Charles Nicholls
SVP Product Strategy
SAP
Charles Nicholls is SVP, Product Strategy for Marketing Solutions, SAP, and serves as part of SAP’s drive to reinvent customer experience and commerce across channels.
He founded the website conversion company SeeWhy, which was acquired by SAP in June 2014, and served first as CEO then as Chief Strategy Officer.
Nicholls is a market analyst, blogger, commentator and contributor to ecommerce and analytics publications including Mashable, Forbes, ClickZ, Practical Ecommerce, CustomerThink and BusinessWeek.
@webconversion
Understanding and qualifying each other
Qualifying your seller:• What does their ideal deal look like?• What is their ideal timing?• What’s their selling process?• Who will actually negotiate the deal?• Who has to approve any discounts?• Are they profitable? • How are they funded / owned?• When does their financial year end?
How your ESP will qualify you:• What’s your timeframe?• Is there a compelling event?• Who is your competition?• Do you have an approved budget?• What is your pain?• What is your ‘buying vision’ (criteria)?• Is the vision agreed across
stakeholders?• Do you have the authority to make a
decision?• Who would actually sign the contract? • What's your buying process?
Negotiating levers you can use
Tangibles:• ‘Deal this quarter’• Upfront vs. monthly• Contract term• CPM• Additional value (e.g. API’s, modules)
Intangibles:• References• Speaking at events etc.• Doing innovative stuff• Become a ‘development customer’
77
Session speaker
Justine Jordan
Marketing Director
Litmus
An email design critic and fervent advocate for table-based layouts, Justine is a regular industry speaker and marketing director for Litmus.
@meladorri
Surround something with white space to make it stand out.
Use white space …
• Around graphics and images
• To create a margin or “gutter”
• As line spacing in blocks of copy
• Between columns
• On buttons
Use “the rule of thumb”• 40–60 pixels between elements
Speaker
Jeffery Anderson
Digital Marketing Manager
A Place For Mom, Inc.
Jeffery Anderson is a digital marketing manager at A Place for Mom, a senior care and senior housing referral company based in Seattle. He manages A Place for Mom’s promotional email program, which has seen steadily increasing engagement over the three years since its inception. Anderson largely attributes this success to an ongoing focus on list hygiene and smart list-pruning.
A Place for Mom’s email program received awards from WhichTestWon in 2013 and 2014, including “Best in Show” in WhichTestWon’s 2014 email testing awards.
@FossilSpark
Our newsletter before list cleaning:
• List Size: 1.7 million• Opens Per Week: 70k (5% rate)• Block Bounce Rate: 5% + (often
exceeding 10%)
Our newsletter today
•List Size: 450k•Opens Per Week: 115k (25% rate)•Block Bounce Rate: 1% or less
The relationship between sends and opens
Thank you
Daniel BursteinDirector of Editorial Content
MarketingSherpa
Jessica LorenzEvent Content Manager
MarketingSherpa