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7 Email Marke,ng Programs to Automate to Increase Engagement and Revenue Loren T. McDonald VP, of Industry Rela9ons Silverpop, an IBM Company October 29, 2014
7 Email Marke,ng Programs to Automate to Increase
Engagement and Revenue
Loren T. McDonald VP, of Industry Rela9ons
Silverpop, an IBM Company
October 29, 2014
Marketing by hammer method
200+ annually 4 per week
1 every 1.8 days
@LorenMcDonald
Why do we do this?
Every time an email dings, an email marketer gets her wings!
While it works, this batch and blast approach is a
“hope” strategy.
@LorenMcDonald
So you have to ask yourself …
@LorenMcDonald
Do I feel lucky?
Well do ya, email
marketers?
It is time for a shift in thinking …
To focus on what the customer wants to buy,
not just what we want to sell.
Calendar-‐based Behavior-‐based
4 per week 50 per day
@LorenMcDonald
Automation gives you
scale
7
So buckle up…
1. EVOLVE “WELCOME” TO “ONBOARDING” PROGRAMS
Welcome Progression – But s9ll generic …
Immediate
3-‐7 days
7-‐14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-‐part series
Marrying pre-‐opt-‐in web behavior
with email address.
= Welcome 2.0
@LorenMcDonald
Home Décor pages
oops
Welcome!
Generic Welcome Email
First email … “jackets”
Welcome!
Onboarding Email(s)
• Dynamic based on specific category items browsed
• 3-‐5 emails series • Top sellers/
recommendations • Ends with “best
offer”
2: REMARKETING MESSAGES
Browse – Sniffing Around
Email Remarke9ng: A Huge Revenue Opportunity
Conversion
Cart Abandonment -‐ Low volume -‐ High conversion
Browse & Process Abandonment -‐ High volume
-‐ Lower conversion
Prospect Visits Their “For Him” Pages
Visitor is Put Into a Simple Program
“For Him” Browse Retarge9ng Email
2.2% conv. rate vs 1.6% for Broadcast emails (38% higher)
“Kids” and “Office” Retarge9ng Emails UncommonGoods now has 8 browse remarke9ng emails (2 more samples) Kids Office
Out of Stock = Sku No9fy Emails …
Sku No9fy Emails
23.9% Conversion Rate
3: EVENT/DATE-‐BASED EMAILS
Your ordinary, but successful birthday email
• Capture birthdate
• Create email – ojen w/ offer
• Set up trigger
• Print money
But what’s the problem with these emails?
Dynamic offer: • Loyalty status • LCV • New customer • Never
purchased
Birthday Email 2.0
Important Dates Reminder Email
Your dates trigger an email…
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTR Highest revenue genera9ng
4: CROSS-‐SELL/UPSELL MESSAGES
SmartPak Upsell Emails
Customer orders supplements in buckets for their horse
GOAL: Convert customer to order supplements in autoship SmartPaks
SmartPak Upsell Emails
• Focus on the most important product purchase
SmartPaks Upsell Emails
Purchase Cross-‐Sell Goal: Increase supplies sales of supplement buyers by marke9ng a relevant product to them Results: -‐ 26.59% Open Rate -‐ 6.73% CTR -‐ $0.23 Rev/Email -‐ 2.6% Conversion Rate
Subject Line: “You Might Like the Back on Track Saddle Pad”
Pellet replenishment email 52% open and 12% click rate
5: TRANSACTIONAL MESSAGES
Transactional messages typically generate your highest open rates.
@LorenMcDonald
Are you taking advantage of that engagement?
Order Confirma9on, Shipped
2.4% conversion rate
Autoship Reminder Email • Reminds customer of upcoming SmartPaks
order • Allows customer 9me to make changes
before order is processed • Top revenue genera9ng triggered email The results: • 36% open rate • 13% click-‐through rate • $1.39 revenue-‐per-‐email • 18%+ conversion rate
Real 9me products based on purchase behavior
Point-‐of-‐sale – email receipts Loren McDonald <[email protected]>
Welcome to NordstromNORDSTROM <[email protected]> Sun, Aug 28, 2011 at 11:11 AMReply-To: NORDSTROM <support-[email protected]>To: [email protected]
View this e-mail in web browser | on mobile deviceFREE SHIPPING on your online order of $200 or more. Details below.*
women men juniors baby& kids shoes handbags &
accessoriesbeauty &fragrance
at home& gifts sale designer
collections
Store Locations & Events | Gift Card | Shopping Bag | Wish List
*Free Standard Shipping on purchases of $200 or more. Offer based on merchandise total and does notinclude Gift Cards, taxes or any additional charges. Offer not valid in Nordstrom or Nordstrom Rack stores, on
international orders, for COACH items, or for the Westin Heavenly Bed. Additional fees apply for expeditedshipping, multiple shipping destinations and handling as indicated on item product page.
Loren McDonald <[email protected]>
Nordstrom e-Receipt from Stoneridge [email protected] <[email protected]> Sat, Aug 27, 2011 at 1:06 PMTo: [email protected]
Thank you for shopping at Stoneridge Mall today. The e-Receipt you requested isbelow. If you have any questions about your order, please contact Stoneridge Mallcustomer service at the number listed below.
e-Receipt
Stoneridge Mall1600 Stoneridge Mall Road
Pleasanton, CA 94588(925) 463-5050
Store 430 Reg# 7282 Tran# 2044EXCHANGE Rng# 8928665 Sel# 8928665
RETURN ITEMSOriginal Sel# 6762470 Original Store# 430
885681161857 R(74.95)
RETURN SUBTOTAL (74.95)SALES TAX (6.56)RETURN TOTAL (81.51)
SALE ITEMS
WOMENS ACT:GEL-1160883722886455
84.95
SALE SUBTOTAL 84.95SALES TAX 8.75% 7.43SALE TOTAL 92.38
NET TOTAL 10.87
VISA09260C-00
************3703 S 10.87
Total 10.87
Total Items Purchased = 1
Total Items Returned = 1
Personal book Transaction: Yes
6: LAPSED CUSTOMER/REENGAGEMENT
SmartPak – 3 Step Re-‐Engagement Program
51
Track 1 Track 2 Track 3
Re Engagement Email 1
Birmingham Airport: Hello There!
3 weeks later…Re Engagement Email 2
Birmingham Airport: We Miss You!
2 more weeks later…Final Email
Birmingham Airport: Details deleted
Lapsed Customer: Increase Engagement
Ideas
-‐ Drop-‐down menu -‐ Put into automated program
based on response
Lapsed Customer – No Purchase in 12
months One Ques9on Email
Drop-‐down menu response op9ons Email nurture series
Apple Pie Apple Pie recipes, ingredients, videos,
pie pans
Peppermint Bark Peppermint Bark
recipes, ingredients, videos, pans
Pumpkin Pie Pumpkin Bark
recipes, ingredients, videos, pans
Christmas Cakes Cake recipes,
ingredients, videos, pans
Christmas Breads Cake recipes,
ingredients, videos, pans
Sample Automated Nurture Program for Lapsed Customers
Likelihood to churn scoring model
Subscriber
Ac9vated their System Annual Churn ~13%
Power User
Arms their home security system regularly Annual Churn ~8%
No9fica9on User
Receives text/email messages for alerts in their home Annual Churn ~5%
Super User
Uses interac9ve services regularly Annual Churn ~1%
7. POST-‐PURCHASE MESSAGES
@LorenMcDonald
Teleflora Product Review Request – Goals
• More reviews • Bounce-‐back
purchase • Set-‐up reminders
Great offer to drive repeat purchases
and product reviews
Personalized Personalized Personalized
CTA to set-‐up special occasion reminders
Ever buy ski boots online?
Returns can be a huge challenge.
Content to the rescue!
@LorenMcDonald
63
64
57% Open rate 26% CTR 45% CTOR
These marketers all have a few things in common …
@LorenMcDonald
They didn’t boil the ocean …
They didn’t try to be perfect …
They took baby steps …
They crawled, walked and then Ran.
So don’t freak out … you can do this …
You go here!
… and spend more time on the beach!
Interested In Learning More?
silverpop.com silverpop.com/marketing-‐resources
www.slideshare.net/silverpop Twitter.com/silverpop
Facebook.com/silverpop
