silverpop 2012 - 10 emails to automate today
DESCRIPTION
247 billion emails are sent each day - as an email marketer, you can't afford to NOT be using marketing automation tactics. If you're not there already, Whereoware provides a good place to start, with 10 emails to automate today.TRANSCRIPT
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10 emails to automate today May 17, 2012
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About Whereoware
Online strategy, design, development + marketing
The stats:
• Twelve years in the business
• Work with: B2B services, B2B product, + B2C companies
• The Whereoware philosophy: 1-to-1 marketing - targeted, personalized, automated
• Silverpop partner
• 2011 agency partner of the year
• Worked with Silverpop for six plus years
• 50+ Silverpop clients
• Twitter: @whereoware
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A few of our clients…
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84.7 billion pieces of mail sent last year (2011, U.S. Postal Service)
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250 million tweets per day (TechCrunch, October 2011)
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35 billion pieces of content shared on
Facebook each week (HubSpot, 2011)
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87.7 text messages sent or received per day by 18-29 year olds who use the text (Pew Research Center, 2011)
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247 billion emails are sent each day (Email Marketing Reports, 2012)
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$44.25 is returned for every $1 spend on
email marketing (Direct Marketers Association )
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Marketing automation
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Normal 35%
Automated,
Targeted
52%
Automated targeted emails work
* All data taken from Whereoware clients
Normal 28%
Automated,
Targeted
45%
Normal 6.5
Automated,
Targeted
8
Normal 26%
Automated,
Targeted
20%
Normal $387
Automated,
Targeted
$499
Normal 1%
Automated,
Targeted
4%
Normal $15
Automated,
Targeted
$12
Twitter: @whereoware
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Normal 35%
Automated,
Targeted
52%
Automated targeted emails work
* All data taken from Whereoware clients
Normal 28%
Automated,
Targeted
45%
49%
increase
60%
increase
Normal 6.5
Automated,
Targeted
8
23%
increase
Normal 26%
Automated,
Targeted
20%
23%
decrease
Normal $387
Automated,
Targeted
$499
29%
increase
Normal 1%
Automated,
Targeted
4%
300%
increase
Normal $15
Automated,
Targeted
$12 25%
increase
Twitter: @whereoware
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10 programs to automate
• Reminders
• Abandoned web page
• Product reviews/surveys
• Loyalty programs
• Abandoned demo/webinar
13
• Renewals
• Cross sell/upsell
• Milestones
• List clean-up
• Inactive customer
Bill’s faves
Teya’s faves
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Reminders
•
•
•
14
Difficulty level: medium
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Reminders: examples
15
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Reminders: examples
16
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Reminders: examples
17
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18
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Renewals/refills
•
•
• Expiration
date, renewal date, or
cycle length or start date
19
Difficulty level: medium
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Renewals
20
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21
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Abandoned Web Page
Defined: email sent out hours to two days after a user visits a specific page, but does not complete the goal
Goals: Encourage goal completion
What you need: Silverpop’s web tracking code installed. You may need order information or survey information
22
Difficulty level: simple/medium
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Abandoned web page: example
23
WEBPAGE EMAIL
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Abandoned web page: example
24
WEBPAGE
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Cross-sell/up-sell
25
Defined: a series of emails
providing customers with useful
information about like products
or services
Goals: Encourage additional
orders
What you need: past purchase
information, relational tables
make it easy
Difficulty level: medium/involved
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26
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Product review
Defined: email sent X number of days/weeks after a visitor orders
Goals: Encourage social interaction and user generated content and gain insight into product information or customer service interactions
What you need: website data + a third party review tool
28
Difficulty level: simple/medium
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Reminders: example
29
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List clean-up
Defined: identifying +
removing invalid +
inactive contacts from
a database.
Goals: Save $$$$ +
reengage contacts
What you need: just
Silverpop
30
Difficulty level: simple
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Loyalty program
Defined: incentive email
sent when a certain
business goal has been met
(number of purchases,
revenue, visits, etc.)
Goals: Encourage
reorders/revisits and
customer loyalty
What you need: goals,
order history, customer
levels
33
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34
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35
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Milestones
Defined: email sent X number of days/weeks before a significant date: birthdays, anniversaries, the day a business started with your company, etc.
Goals: Reinforce the customer relationship
What you need: customer demographic data or customer date
Difficulty level: medium
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Abandoned demo
Defined: an email sent
out 12 hours to two
days after a demo was
abandoned
Goals: Get users to
finish the demo
What you need: demo
data
Difficulty level: involved
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Inactive customer
Defined: an email sent x number of weeks/months after a customer stops interacting
Goals: Get customers to reengage with your brand
What you need: last login date, last order date, Silverpop tracking code, etc
Difficulty level: simple/medium
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10 programs to automate
• Reminders
• Abandoned web page
• Product reviews/surveys
• Loyalty programs
• Abandoned demo/webinar
47
• Renewals
• Cross sell/upsell
• Milestones
• List clean-up
• Inactive customer
Bill’s faves
Teya’s faves
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Questions
Bill Haskitt
703-889-1212
@whereoware now to see who wins
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Website: www.whereoware.com
Twitter: @whereoware
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Blog: www.whereoware.com/blog
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