It's Not Them, It's You: Ignite Subscriber Relationships with Email (webinar slides)

transcript

We Email

IT’S NOT THEM, IT’S YOU:

IGNITE SUBSCRIBER RELATIONSHIPS WITH EMAIL

TWEET!

Follow us on Twitter! @WhatCounts @TrueLemon Tweet about this webinar using #WCCitrus

TODAY’S SPEAKERS

LINDSEY PAOLUCCI

Digital Marketing Manager, True Citrus Co. Twitter @TrueLemon

SEAN MCGARRY

Strategic Account Manager, WhatCounts Twitter @writeMcSean

Winback Acquire

Convert Grow

Retain

• On average, Lifecycle emails have at least 60% higher click rates as compared to traditional batch-n-blast emails.

• The volume of emails sent is lower, but the revenue per email (RPE) is 4-5X higher.

LIFECYCLE MARKETING

Goal is to move customers up the “value” chain…

Acquire Suspects

Convert Prospects

Grow/Loyalty Customer

Retain Active Customers

Win-Back Inactive Customers

Welcome Subscriber Reactivation

Inactive Customer Win-Back Refer-a-Friend

Social Email Sign-Up

Shopping Cart Abandonment

Anniversary

Apology

Dedicated Cross-Sell

Email Sign-Up

Newsletter Up & Cross-Sell in Transactional

Social Awareness

Browse Behavior

First Purchase Loyalty Programs

TRUE CITRUS LIFECYCLE

Preference Center

Existing Program

New Program to Launch

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

ACQUIRE: EMAIL SIGN-UP

Create a “natural” flow from your website to your email campaigns.

Links to social media pages are a primary

part of the homepage.

Email signup form is

accessible.

Reflects your brand through color,

scheme, font, tone, and images.

Sign up right now at http://www.truelemon.com/ 8

Offer a clear path forward to subscribe with calls-to-action.

Email Signup

Location #2

Email Signup

Location #3

Email Signup

Location #1

Gather specific information about gender, age, and location in order to send subscribers targeted, personalized emails later on.

No secrets here! Your customers should know what to expect before signing up.

Each email description details

exactly what content subscribers can

expect.

The email descriptions also divulge how often subscribers will see this email in

their inboxes.

Better safe than sorry: Confirming a subscriber’s

email address before leaving the Preference Center is a

good idea.

Set the expectation for your subscribers.

Prominently display your

contact information.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

ACQUIRE: SOCIAL SIGN-UP

Facebook allows you to embed an email sign-up form as one of your apps. Encourage your fans to opt into your email list.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

ACQUIRE: SOCIAL AWARENESS

Using Google Analytics reporting, determine where your inbound traffic is coming from. Stimulate your social networks by sending email subscribers content optimized for sharing on social media.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

CONVERT: WELCOME

Email #1: Includes links to your social media sites, blog, rewards program, and a message about adding your company’s email to their safe sender list.

CONVERT: WELCOME

Email #2: Focus on getting to know your subscriber and vice versa.

Email #3: Elaborate the benefits of all your email campaigns, and link each of them to their subscriber preference center (your main call-to-action).

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

CONVERT: SHOPPING CART ABANDONMENT

Benefits: • Up to 70% of consumers will abandon online

shopping carts this year.*

• Timely, ultra-relevant email well-received by subscriber, driving amazing results

• Targeting customer while they are in the market for your products

• Automated program delivers outstanding ROI Results to expect: Compared to a standard promotional email:

41% higher open rate 47% higher click rate 28% more time on site 151% decrease in bounce rate 23% increase for average value spent 71% increase in per value spent 69% higher order conversion rate

Salescycle.com 2014 Forecast 21

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

GROW: LOYALTY

Support your social media efforts with an email campaign designed to acknowledge and thank loyal subscribers who share email content.

Email #1: Thank those subscribers who have shared your content on their social media channels.

GROW: LOYALTY

Support your social media efforts with an email campaign designed to acknowledge and thank loyal subscribers who share email content.

Email #2: Escalate your appreciation with a special limited-time offer for your subscribers.

Email #3: Offer your subscribers a friendly reminder.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

RETAIN: ANNIVERSARY

Promote brand loyalty and nurture the growing relationship with a surprise subscription anniversary campaign.

Email #1: Offer customers a special time-sensitive discount as “thank you” for being a subscriber.

RETAIN: ANNIVERSARY

Promote brand loyalty and nurture the growing relationship with a surprise subscription anniversary campaign.

Email #2: Provide them with value-added content.

Email #3: Encourage subscribers to share, and they shall receive.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

RETAIN: NEWSLETTERS

Newsletter Advantages • Spread brand awareness

– Consumer relationship building through consistent communication

• Leverage existing content – Utilize content from blog posts,

social media channels or curated content from outside sources

• Freedom to include a variety of content important to organization

– Blog post, new offer, event announcement, information about a discount, industry and company information, etc.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

RETAIN: PREFERENCE CENTER

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

RETAIN: APOLOGY

Accidents happen. A tasteful apology email such as this one can calm down annoyed and riled subscribers.

No promos here. Just a piece of humble pie!

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

WIN-BACK: SUBSCRIBER REACTIVATION

Support your social media efforts with an email campaign designed to acknowledge and thank loyal subscriber who share your content.

Email #1: Acknowledges True Citrus has noticed the subscriber has not been engaged lately, explains the benefits of each of True Citrus’ campaigns, invites subscribers to update their email preferences, and features a special offer.

WIN-BACK: SUBSCRIBER REACTIVATION

Support your social media efforts with an email campaign designed to acknowledge and thank loyal subscriber who share your content.

Email #3: Gives subscribers one last chance to renew their subscriptions. The main call-to-action is to update the subscriber’s email preferences, and it links to the True Citrus Preference Center. The special offer is still up for grabs and True Citrus still wants the subscriber as a friend on Facebook.

Email #2: Includes obvious calls-to-action and a headline that is intended to grab a subscriber’s attention.

Acquire Suspects

Convert Prospects

Anniversary

Apology

Email Sign-Up

Social Awareness

Browse Behavior

Preference Center

TRUE CITRUS: CAMPAIGNS IN THE WORKS

• Refer-A-Friend Campaign • First Purchase • Dedicated Cross Sell • Inactive Customer Win Back

KEY TAKEAWAYS

Life Cycle Marketing • Map your subscriber experience from opt in to opt out.

• Develop strategies to move subscribers up your value chain • Develop a positive experience for removing the very disengaged portion of your list

• Integrate your email lifecycle with other communication channels

• Optimize your digital presence for email collection; website, Facebook. • Deliver content optimized for sharing on social media

• Treat customers like friends, not strangers • Connect with your customers and prospects on a personal level • Design emails to reach them at pivotal points throughout their lifecycle • Build Campaigns based on subscriber preferences and subscriber behavior

• Deliver relevant, thoughtful, timely content • Every campaign should have a clear business purpose and a strong value proposition for the

recipient – send the right message at the right time • Effective list segmentation is essential to improve the relevancy of content delivered • Subscriber Preference Centers should make subscribers feel like they are in control of

communications and their data • Use your Google Analytics to understand how visitors are being driven to your site and use that

data to create compelling, targeted campaigns • Stay true to your brand

• Examine all design elements of your email against the overall look & feel of your brand, ensuring that they stand out and resonate with your subscribers

A SPECIAL TREAT FOR OUR ATTENDEES

Try True Citrus for yourself! Use discount code TRYTRUEWC25 during checkout at www.truelemonstore.com to receive 25% off everything + $2.95 standard shipping with any order of $9.98 or more.

WHATCOUNTS SERVICES

If you would like help mapping out your subscriber lifecycle or assistance from our professional services team in researching, designing or executing a specific campaign visit the newly redesigned WhatCounts website and check out the Services tab.

WE LOVE EMAIL INNOVATION TOUR – SAN FRANCISCO

We love email and we’re coming to San Francisco to tell you why! When: June 26, 2 – 6 p.m. (Pacific) Cost: FREE RSVP: www.whatcounts.com/innovationtour

DO YOU HAVE AN EXTRA $10 MILLION?

Canadian’s Anti-Spam Legislation takes effect on July 1, 2014; it features some severe penalties for sending unsolicited email. Make sure you are prepared with this FREE checklist prepared by our Director of Deliverability: www.whatcounts.com/casl

REACH OUT TO US

WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts sales@whatcounts.com

We Email

THANK YOU FOR ATTENDING!