Email Marketing Strategies That Work

Download Email Marketing Strategies That Work

Post on 17-May-2015

1.143 views

Category:

Business

0 download

DESCRIPTION

Using case studies you can relate to, you'll be armed with actionable strategies and tactics you can use to drive traffic, improve customer loyalty, conversions and ROI. Topics will include segmentation, database management, deliverability, design, A/B testing, dynamic content, behavioral triggers, personalization and more.

TRANSCRIPT

  • 1. Retail Email: Leaving Money in the Inbox

2. Retail Email: Leaving Moneyin the Inbox

  • Sallie Burnett , President, Customer Insight Group (moderator)
  • Scott Roth , Director, Product Marketing, ExactTarget
  • Caroline Gardner , Director of Customer Experience, SiteBrand
  • Alicia Elizarraras , Marketing & Content Specialist, Kiyonna

3. The Opportunity 4. Why Are We Here Today?

  • Commercial email last year generated more than $21 billion in U.S. sales.*
  • Email offers a strong ROI, delivering $48 for every dollar invested.
  • Eight out of 10 online consumers have registered to receive emails from at least one company, and nearly half of online users who receive promotional emails from their favorite retailers have been prompted to make a purchase because of the messaging.**

Source: *Direct Marketing Association, ** Forrester Research 5. Opportunity to Improve Email Results

  • 35% of retailers in the Internet Retailer Top 500 Guide fail to send a single e-mail within 30 days of when customers sign up for the e-mail program
  • 96% of the Top 500 fail to personalize subject lines
  • 71% of e-mail marketers do nothing to entice customers to stay on the list after the customer has initiated the unsubscribe process.
  • 75% of the retailers that offered choices in their preference center at opt-in, failed to forestall potential opt-outs by offering to send emails less often or to send different types of content.

Source: silverPOP 2008 Email Study of Top Retailers 6. Driving Engagement withOne-to-One Communications 7. The challenge is clear

  • How do I convert?
  • Website visitors to buyers
  • One-time buyers into repeat customers
  • Low-value into highly profitable loyal customers

8. And the tool kit is more than full

  • Engagement Mediums
    • Web
    • Other Online
    • Email
    • Mobile
    • Offline
  • Information/Data Sources
    • CRM
    • Web Analytics
    • Onsite Search
    • eCommerce
    • Merchandising
    • Point of Sale
    • Data Warehouse
    • Financial Systems

9. Our Philosophy

  • Serve...
  • the individual
  • Honor...
  • their unique preferences with regard to communication, content, frequency and channel
  • Deliver...
  • them timely, relevant content that improves their lives

www.subscribersrule.com 10. Stages of Retail Engagement 11. Acquire

  • The Challenge
    • Develop cutting edge web presence and email strategy that reflects brand
    • Measure performance and impact that email has on overall business
  • The Solution
    • Opt-ins gathered through online and offline stores
    • Postcard-type emails with high quality photographs
    • Subscribers driven to brand consistent landing pages for immediate purchase

12. Convert

  • The Challenge
    • Improve overall customer lifetime value
    • Gain efficiency by automating manual remarketing activities
  • The Solution
    • Re-marketing program targets customers who purchase specific products or abandon a shopping cart
    • Highly targeted offers sent to customers drive adoption of continuity programs
  • The Result
    • Increased overall site conversion rate by 1% =50% improvement
    • 100% increase in site traffic
    • Expected revenue increase by~$1millionthis year

13. Retain

  • The Challenge
    • Re-engage existing clients, keep a continuous dialogue over time, open door for repeat purchases
    • Drive user reviews of purchased products
  • The Solution
    • Automated follow-up email with direct feed of purchased products 21 days after
  • The Results
    • 40,000 extra touch points with customers created so far in 2008
    • 78% of website product reviews generated from this campaign

14. Email Best Practices 15. List Growth

  • Prominent opt-in area with clear expectations
  • Easy sign up process
  • Detailed customer profiles can be built over time (demographic, behavioral and transactional)

16. Simple sign-ups look like this Incentive Profile Prominent 17. List Growth

  • Strict privacy policy
  • Easy opt-out process
  • Responsible bounce management
  • Be ready to use automation to move beyond segmentation
  • Instant gratification via welcome email

18. Encourage immediate search Offer an incentive to purchase Acknowledge the New 19. Acknowledge the Lapsed Come back today! Benefits galore! 20. Split Testing / Design Email A Email B 21. With Images Off & Results

  • Results:
  • Increased opens, clicks, deliverability
  • Email A generated $1,200
  • Email B generated over $9,000

Email A Email B 22. What Doesnt Work 23. Whats Better 24. Why its Better 25. Creating Email that Sells Alicia Elizarraras Marketing and Content Specialist Kiyonna 26. 27. 28. 29. 30. 31. 32. 33. 34. Thank You! Alicia Elizarraras , Marketing & ContentSpecialist, Kiyonna [email_address] Scott Roth , Director, Product Marketing, ExactTarget [email_address] Caroline Gardner , Director of CustomerExperience, Sitebrand [email_address] Sallie Burnett , PresidentCustomer Insight Group, Inc.[email_address]