The Importance of The Importance of Email and How Best to Email and How Best to
CommunicateCommunicate
Presented By:Presented By:
Lizabeth SeskindLizabeth Seskind
Vice President, Email Marketing ServicesVice President, Email Marketing Services
Chilcutt Direct Marketing- September 28, 2010Chilcutt Direct Marketing- September 28, 2010
Email Just Makes SenseEmail Just Makes Sense
Just Released Just Released Q2 2010 Email Trends and BenchmarksQ2 2010 Email Trends and Benchmarks
Open rates remain steady at 22.1%, increasing 18.0% from Q2 2008. Open rates remain steady at 22.1%, increasing 18.0% from Q2 2008. Six of the thirteen industries had an increase in open rates over Q2 2009. Six of the thirteen industries had an increase in open rates over Q2 2009. The average click rate is 5.3%, down from the same time last year. The average click rate is 5.3%, down from the same time last year. The average volume per client increased 10.5% from Q2 2009. The average volume per client increased 10.5% from Q2 2009. 60.9% of emails delivered, were categorized as “Marketing” messages. 60.9% of emails delivered, were categorized as “Marketing” messages. ““Service” messages had the highest open (42.5%) and click (7.7%) rates. Service” messages had the highest open (42.5%) and click (7.7%) rates.
Email Marketing PerformanceEmail Marketing Performance
While both email marketing and direct mail deserve a place in a campaign’s media While both email marketing and direct mail deserve a place in a campaign’s media mix, there are several benefits that an email campaign offers that a direct mail mix, there are several benefits that an email campaign offers that a direct mail
campaign doesn’t. campaign doesn’t.
Compared to direct mail, email has been reported to generate an ROI that is 40 times Compared to direct mail, email has been reported to generate an ROI that is 40 times higher than direct mail higher than direct mail
80% of the responses from an email campaign are within the first three days of launch80% of the responses from an email campaign are within the first three days of launch
Reported to drive traffic to the advertiser’s web site at a rate that is five times higher Reported to drive traffic to the advertiser’s web site at a rate that is five times higher than with direct mail than with direct mail
Better yet, 50 times higher than from banner ads Better yet, 50 times higher than from banner ads
Benefits to a Successful Email Benefits to a Successful Email CampaignCampaign
Like Direct Mail, the same best practices can be Like Direct Mail, the same best practices can be applied effectively to email campaigns– using a low applied effectively to email campaigns– using a low
cost, affordable, preferred channel.cost, affordable, preferred channel.
Ability to build and expand current house file rosterAbility to build and expand current house file rosterImmediately gain action-- buy, subscribe, join, establish affinityImmediately gain action-- buy, subscribe, join, establish affinityAllows you to cultivate the relationship through subsequent email messagingAllows you to cultivate the relationship through subsequent email messagingSimilar response expectations; similar performance to prior DM effortsSimilar response expectations; similar performance to prior DM effortsSuggestive subject lines demand urgency and explains reward Suggestive subject lines demand urgency and explains reward Opportunity to micro-target and personalize campaign messages Opportunity to micro-target and personalize campaign messages Use trigger and transactional messaging- abandoned cart, prior purchase Use trigger and transactional messaging- abandoned cart, prior purchase Specific segmentation of data as important as with Direct MailSpecific segmentation of data as important as with Direct MailIdentify best launch times, react to when a recipient respondsIdentify best launch times, react to when a recipient responds
Email Design for Non-Email Design for Non-DesignersDesigners
A checklist to ensure your emails are attractive and understoodA checklist to ensure your emails are attractive and understood
Don’t give up on graphics, but understand many recipients won’t see themDon’t give up on graphics, but understand many recipients won’t see them““Alt Tag” copy is an art; alternative text for when graphics can’t be displayedAlt Tag” copy is an art; alternative text for when graphics can’t be displayedUse graphics to reinforce messaging, not for messaging itselfUse graphics to reinforce messaging, not for messaging itselfMaximize your reading pane with your call to action– limited spaceMaximize your reading pane with your call to action– limited spaceUse subject lines, sender name and “from” address to their best advantageUse subject lines, sender name and “from” address to their best advantageUnderstand “pre-header” and “snippet” text Understand “pre-header” and “snippet” text Navigation bars should appear below your primary call to actionNavigation bars should appear below your primary call to actionUnderstand “cascading style sheets”- style HTML messages Understand “cascading style sheets”- style HTML messages Test your email to different domains for rendering differencesTest your email to different domains for rendering differencesSearch out the best in resources for design and implementationSearch out the best in resources for design and implementation
Stellar Subject LinesStellar Subject Lines
The 50 most characters you’ll ever chain The 50 most characters you’ll ever chain together.together.
Read the newspaper; understand how grabbing headlines are usedRead the newspaper; understand how grabbing headlines are usedFocus on the objective or end goal- determine one actionFocus on the objective or end goal- determine one actionLeverage the “From” line; continue brand recognitionLeverage the “From” line; continue brand recognitionMention key information first; one opportunity for first impressionsMention key information first; one opportunity for first impressionsPersonalize your messaging; engage using first names, be relevantPersonalize your messaging; engage using first names, be relevantUrgency messaging drives action; give a reason to respond soonUrgency messaging drives action; give a reason to respond soonLead, but don’t mislead; maintain your integrity, no grand claimsLead, but don’t mislead; maintain your integrity, no grand claims““Free” is not evil; people still respond to “free” Free” is not evil; people still respond to “free” Plan for deliverability; fine line between “catchy” and “spammy”Plan for deliverability; fine line between “catchy” and “spammy”Measure, test, analyze; measure anything that movesMeasure, test, analyze; measure anything that moves
Attractive Email MessagingAttractive Email Messaging
If they can’t see what you’re saying, you’re not being heardIf they can’t see what you’re saying, you’re not being heard
Write a good subject line; use psychological triggersWrite a good subject line; use psychological triggersUse proper formatting; safer to use plain textUse proper formatting; safer to use plain textLimit lines to 60-65 characters including spaces with a hard line return at the Limit lines to 60-65 characters including spaces with a hard line return at the end of each lineend of each lineUse bullet points to get the attention of your readerUse bullet points to get the attention of your readerWrap your own text to avoid choppy sentencesWrap your own text to avoid choppy sentencesProportional or fixed-pitch font; fixed-pitch uses characters with the same Proportional or fixed-pitch font; fixed-pitch uses characters with the same widthwidthUse exclamation points to emphasize your main communicationUse exclamation points to emphasize your main communicationCheck for spelling and grammatical mistakesCheck for spelling and grammatical mistakesStick with simple designs that will render properly in any fontStick with simple designs that will render properly in any fontFocus on just one product or serviceFocus on just one product or service
Common Email MistakesCommon Email Mistakes
Even the most veteran of marketers can make Even the most veteran of marketers can make mistakes. Here are some common mistakes mistakes. Here are some common mistakes
“beginners’ and ‘rookies” alike. “beginners’ and ‘rookies” alike.
Not having permissionNot having permission; permission means customers and subscribers ; permission means customers and subscribers have requested to receive information from youhave requested to receive information from youConfusing “transactional” with “email marketing”–Confusing “transactional” with “email marketing”– transactional transactional information, confirmation and shipping details are transactional while information, confirmation and shipping details are transactional while newsletters, coupons, and promotions are marketing messages – with both newsletters, coupons, and promotions are marketing messages – with both requiring permissionrequiring permissionBeing in a RushBeing in a Rush; pay attention to proper coding, design and content. Keep ; pay attention to proper coding, design and content. Keep data clean, opt in requirements in place– otherwise recipients click “junk”data clean, opt in requirements in place– otherwise recipients click “junk”Assuming people actually want to hear from youAssuming people actually want to hear from you; don’t send to ; don’t send to prospects, stay away from commercial opt in lists– only mail to recipients prospects, stay away from commercial opt in lists– only mail to recipients that have agreed to hear from youthat have agreed to hear from you
More Common MistakesMore Common Mistakes
Assuming people remember who you areAssuming people remember who you are; send a “remember me?” ; send a “remember me?” email, send often to keep brand recognition and awareness, practice opt-in email, send often to keep brand recognition and awareness, practice opt-in steps every 6-12 monthssteps every 6-12 monthsLet the provider send your purchased email listsLet the provider send your purchased email lists– they’ll remember – they’ll remember them over youthem over youThinking “blast” and not “relationshipThinking “blast” and not “relationship”– use content that’s relevant and ”– use content that’s relevant and reminds the recipient of a favorable experience with you; frequent “blasting” reminds the recipient of a favorable experience with you; frequent “blasting” can offend a recipientcan offend a recipientAvoid used Car Salesman CopyAvoid used Car Salesman Copy– avoid pushy sales phrases like “Buy – avoid pushy sales phrases like “Buy Now!” and ‘Limited Time Offer!”Now!” and ‘Limited Time Offer!”Ignoring campaign metricsIgnoring campaign metrics– try to evaluate email campaign reports; they – try to evaluate email campaign reports; they aren’t always 100% accurate, but still tremendously usefularen’t always 100% accurate, but still tremendously useful
10 Point Checklist for CAN-SPAM10 Point Checklist for CAN-SPAM
Good starting points to ensure your email program is in compliance.Good starting points to ensure your email program is in compliance.
Don’t use fraudulent transmission data; such as false headersDon’t use fraudulent transmission data; such as false headersDon’t use misleading sender or subject linesDon’t use misleading sender or subject linesAdd your postal address to all email communicationAdd your postal address to all email communicationIf your email is not opt-in or double opt-in (prior affirmative consent) you must include If your email is not opt-in or double opt-in (prior affirmative consent) you must include a clear notice that states the email is an advertisement or solicitationa clear notice that states the email is an advertisement or solicitationInclude a “clear and conspicuous” unsubscribe mechanism in every emailInclude a “clear and conspicuous” unsubscribe mechanism in every emailHave a process to handle unsubscribes within the 10 day Have a process to handle unsubscribes within the 10 day Don’t share the address of a person who unsubscribed with any other entityDon’t share the address of a person who unsubscribed with any other entityRemove any sexual oriented material from your messagesRemove any sexual oriented material from your messagesOffer recipients a way to some types of email from you, while blocking others along Offer recipients a way to some types of email from you, while blocking others along with a global option to stop all future emailwith a global option to stop all future emailDon’t harvest email addresses; if you want to protect email addresses from being Don’t harvest email addresses; if you want to protect email addresses from being harvested on your website- add a notice that you don’t “give, sell or otherwise transfer harvested on your website- add a notice that you don’t “give, sell or otherwise transfer to any other party for the purpose of initiating or enabling others to initiate” to any other party for the purpose of initiating or enabling others to initiate”
Easy Ways to Socialize EmailEasy Ways to Socialize Email Focus on how best to leverage social media with email to Focus on how best to leverage social media with email to increase audience reach, customer engagement and retention, increase audience reach, customer engagement and retention,
and of course, revenueand of course, revenue
Include hot topics and catchy quotesInclude hot topics and catchy quotes from your social media outlets in your emails; from your social media outlets in your emails; marketers using more customer ratings and reviews in their promotional emailsmarketers using more customer ratings and reviews in their promotional emailsOffer email subscribers coupons and discountsOffer email subscribers coupons and discounts in exchange for following you on in exchange for following you on Facebook and other social mediaFacebook and other social mediaConsider running contestsConsider running contests on an ongoing basis; i.e. “twitter Tuesday’s” as an on an ongoing basis; i.e. “twitter Tuesday’s” as an example driving followers to want to see what’s new and differentexample driving followers to want to see what’s new and differentConduct pollsConduct polls on social media sites; using that data for email segmentation on social media sites; using that data for email segmentationPlace linksPlace links to your social media at the top of your email rather than bury it at the to your social media at the top of your email rather than bury it at the bottom bottom Reposition unsubscribesReposition unsubscribes; post links to your social media outlets on your email ; post links to your social media outlets on your email unsubscribe pages; they may be unhappy with the medium and not your brand offer unsubscribe pages; they may be unhappy with the medium and not your brand offer the option to follow you rather than receive emails from youthe option to follow you rather than receive emails from you
Why Email Append?Why Email Append?
The process of appending an email address to a postal name and The process of appending an email address to a postal name and address is not a new one, but as mentioned, has gained in address is not a new one, but as mentioned, has gained in
popularity and legitimacy in recent years. popularity and legitimacy in recent years.
Compliant with industry standards, meeting all CAN-SPAM requirementsCompliant with industry standards, meeting all CAN-SPAM requirementsIncreases current reach by up to 25%Increases current reach by up to 25%Uses owned House File data for current customers– you own the dataUses owned House File data for current customers– you own the dataJump starts the growth of your current Email Address dataJump starts the growth of your current Email Address dataQuick turnaround; can customize launch and length of live campaignQuick turnaround; can customize launch and length of live campaignUses existing advertiser logo and creative messagingUses existing advertiser logo and creative messagingOpt-out mechanism allows for maximum number of corrected and Opt-out mechanism allows for maximum number of corrected and completed email addressescompleted email addressesLaunch handled by Email Provider from start to finish Launch handled by Email Provider from start to finish Report provided showing matches, bounces and total number of appended Report provided showing matches, bounces and total number of appended recordsrecords
Why Reverse Postal Append?Why Reverse Postal Append?
Email inquiries or mechanics that generate email addresses can Email inquiries or mechanics that generate email addresses can be appended with current postal address to allow for be appended with current postal address to allow for subsequent mailings to reinforce brand recognition.subsequent mailings to reinforce brand recognition.
Postal Addresses allow for inclusion in offline existing planned Postal Addresses allow for inclusion in offline existing planned mailingsmailingsExact opposite of Email Append with faster turnaround timeExact opposite of Email Append with faster turnaround timePotential for email marketers to test into Direct Mail, possible List Potential for email marketers to test into Direct Mail, possible List Rental potentialRental potentialGain the ability to merge records and transaction histories of your Gain the ability to merge records and transaction histories of your email and postal files email and postal files More effectively target advertising and/or offers to customers and More effectively target advertising and/or offers to customers and prospects via geography or zip codes prospects via geography or zip codes Higher industry match rates– adding between 50-80% additional Higher industry match rates– adding between 50-80% additional postal recordspostal records
What Do You Have to Do?What Do You Have to Do?The best news is, you already have everything you need! The best news is, you already have everything you need!
Just send a clean file of your customer postal records!Just send a clean file of your customer postal records!From there…From there…
Match your data to a robust database of over 90,000,000 email addressesMatch your data to a robust database of over 90,000,000 email addressesDetermine how best to match your data; household match or individual matchDetermine how best to match your data; household match or individual matchDevelop a strong, effective Welcome Letter detailing the benefits of continuing to hear Develop a strong, effective Welcome Letter detailing the benefits of continuing to hear from you with email messagesfrom you with email messagesLaunch your Welcome Letter, equipped with a compliant opt-out mechanismLaunch your Welcome Letter, equipped with a compliant opt-out mechanismMonitor the live campaign for 7-10 days after launchMonitor the live campaign for 7-10 days after launchReports provided explaining the number of records matched, deployed and appendedReports provided explaining the number of records matched, deployed and appendedBoth old records and new records are returned back to youBoth old records and new records are returned back to youAll appended records can be used as often as your email contact strategies dictateAll appended records can be used as often as your email contact strategies dictate
Using Current Data Typically Using Current Data Typically Responds BestResponds Best
Only append active or lapsed file using incentives to stay in Only append active or lapsed file using incentives to stay in communication.communication.
Don’t treat all data the same way.Don’t treat all data the same way.
Appended data can not be treated the same as current subscriber data Appended data can not be treated the same as current subscriber data Isolate or key and segment appended data from core dataIsolate or key and segment appended data from core dataAppended data can deliver value, but is riskier than active dataAppended data can deliver value, but is riskier than active dataSeparating data eliminates negative impact to current dataSeparating data eliminates negative impact to current dataDevelop separate copy and incentive or “repurpose” their need for youDevelop separate copy and incentive or “repurpose” their need for youBe sure opt out options are easily read and seenBe sure opt out options are easily read and seenContinually remind customers how they ended up on your listContinually remind customers how they ended up on your list
Use Specific Specialized MessagesUse Specific Specialized Messages
Build an append-specific communication strategyBuild an append-specific communication strategy. .
Appended data can not be treated the same as current subscriber Appended data can not be treated the same as current subscriber data data Isolate or key and segment appended data from core dataIsolate or key and segment appended data from core dataAppended data can deliver value, but is riskier than active dataAppended data can deliver value, but is riskier than active dataSeparating data eliminates negative impact to current dataSeparating data eliminates negative impact to current dataDevelop separate copy and incentive or “repurpose” their need for Develop separate copy and incentive or “repurpose” their need for youyouBe sure opt out options are easily read and seenBe sure opt out options are easily read and seenContinually remind customers how they ended up on your listContinually remind customers how they ended up on your list
Always Integrate Appended Always Integrate Appended AddressesAddresses
Build rules to migrate append addresses to your house file over timeBuild rules to migrate append addresses to your house file over time. .
Proactively migrate appended addresses into your house fileProactively migrate appended addresses into your house file
Migration should be based on specific recipient activityMigration should be based on specific recipient activity
Specific recipient activity includes clicks, purchases, etc.Specific recipient activity includes clicks, purchases, etc.
Companies build these rules to apply to their unique business modelsCompanies build these rules to apply to their unique business models
Sample Welcome LetterSample Welcome LetterDear USGA Member,Dear USGA Member,As a Member of the United States Golf Association, you have demonstrated your interest in preserving the As a Member of the United States Golf Association, you have demonstrated your interest in preserving the
game we all love.game we all love.It is for this reason that I invite you to receive the Members-only e-communications that are part of your USGA It is for this reason that I invite you to receive the Members-only e-communications that are part of your USGA
benefits. The USGA’s E-Newsletter contains the most up-to-date information on topics such as USGA benefits. The USGA’s E-Newsletter contains the most up-to-date information on topics such as USGA championships and ticket information, Rules and equipment standard updates, volunteer opportunities championships and ticket information, Rules and equipment standard updates, volunteer opportunities and advanced notice of Handicap Index and Rules seminars. and advanced notice of Handicap Index and Rules seminars.
You do not need to take any action to receive our e-communications. If you prefer not to receive our e-mails, You do not need to take any action to receive our e-communications. If you prefer not to receive our e-mails, please click on the link at the bottom of this message by May 15, 2008 to remove your name from our e-please click on the link at the bottom of this message by May 15, 2008 to remove your name from our e-mail list.mail list.
Privacy is important to us; therefore, we will not sell or rent your e-mail address to anyone. If you wish to stop Privacy is important to us; therefore, we will not sell or rent your e-mail address to anyone. If you wish to stop receiving our e-mails at any time in the future, an unsubscribe link will be included at the bottom of each receiving our e-mails at any time in the future, an unsubscribe link will be included at the bottom of each e-mail message. e-mail message.
Thank you for your support of the game of golf, its values and traditions.Thank you for your support of the game of golf, its values and traditions.Sincerely,Sincerely, Fiona DolanFiona Dolan
USGAUSGADirector, Members ProgramDirector, Members Program
To make sure you receive your Member e-mails, please add To make sure you receive your Member e-mails, please add [email protected]@usga.ionmx.com to your address to your address book.book.
If you do If you do notnot wish to receive any future e-mail messages from the USGA, please wish to receive any future e-mail messages from the USGA, please click hereclick here..United States Golf Association, 77 Liberty Corner Road, Far Hills, NJ 07931United States Golf Association, 77 Liberty Corner Road, Far Hills, NJ 07931
Sample Welcome LetterSample Welcome Letter
Dear WWF Member, Dear WWF Member, World Wildlife Fund would like to thank you for your support of our programs to help protect endangered species World Wildlife Fund would like to thank you for your support of our programs to help protect endangered species
and wild spaces around the world. We would like to offer you a chance to know about the results your support and wild spaces around the world. We would like to offer you a chance to know about the results your support helps generate by adding you to our free WWF E-newsletter mailing list. Each month, in your WWF E-newsletter helps generate by adding you to our free WWF E-newsletter mailing list. Each month, in your WWF E-newsletter you will receive: you will receive: Updates on WWF's latest Conservation Victories Updates on WWF's latest Conservation Victories Fun games and quizzes Fun games and quizzes Features on amazing species from around the world Features on amazing species from around the world Ideas and actions that can help you protect the environment Ideas and actions that can help you protect the environment New and exciting ways that you can help support WWF with a click of your mouse New and exciting ways that you can help support WWF with a click of your mouse
With your support, we have been able to protect large areas of the Amazon Rainforest and the Great Barrier With your support, we have been able to protect large areas of the Amazon Rainforest and the Great Barrier Reef. We have seen increases in the numbers of pandas, tigers and rhinos in the wild. And we have fought to Reef. We have seen increases in the numbers of pandas, tigers and rhinos in the wild. And we have fought to restrict several programs that would have accelerated climate change, increased deforestation, and depleted our restrict several programs that would have accelerated climate change, increased deforestation, and depleted our world's oceans. To help us add to this list of success stories, we want to add you to the list of WWF E-newsletter world's oceans. To help us add to this list of success stories, we want to add you to the list of WWF E-newsletter subscribers! By receiving the WWF E-newsletter, you will see first-hand the benefits of your support. If you would subscribers! By receiving the WWF E-newsletter, you will see first-hand the benefits of your support. If you would like to receive this newsletter, you do not need to take any further action, and we thank you again for your like to receive this newsletter, you do not need to take any further action, and we thank you again for your continued support of WWF. continued support of WWF.
Sincerely,Sincerely,World Wildlife FundWorld Wildlife Fundwww.worldwildlife.orgwww.worldwildlife.org1250 24th St. NW1250 24th St. NWWashington, DC 20037Washington, DC 20037
To unsubscribe To unsubscribe click hereclick here, or reply to this e-mail with REMOVE in the subject., or reply to this e-mail with REMOVE in the subject.
Sample Welcome LetterSample Welcome Letter
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the mail, you now have the opportunity to discover all the extra patterns, techniques and other bonus content we have for you, all FREE on the mail, you now have the opportunity to discover all the extra patterns, techniques and other bonus content we have for you, all FREE on the Internet! How? We'll begin sending you occasional e-mail notices delivered right to your in-box!You'll be one of the first to know about the Internet! How? We'll begin sending you occasional e-mail notices delivered right to your in-box!You'll be one of the first to know about news, events, special offers and savings. Please rest assured that with all e-mail messages we send you, we will always provide you with the news, events, special offers and savings. Please rest assured that with all e-mail messages we send you, we will always provide you with the opportunity to choose not to receive future e-mail messages from us. opportunity to choose not to receive future e-mail messages from us.
Because we value our customers' privacy, we're letting you know about our plans to serve you via e-mail. If you do not wish to receive further e-Because we value our customers' privacy, we're letting you know about our plans to serve you via e-mail. If you do not wish to receive further e-mails from us, please click the link at the top of this e-mail. I just know you'll be thrilled with what's to come!mails from us, please click the link at the top of this e-mail. I just know you'll be thrilled with what's to come!
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Sandra HatchSandra Hatcheditor, editor, Quilter's WorldQuilter's World
Results from Match Process Email Append Summary Report
Job Name 28396 XYZ Company
Input Record Count 236,119
Confirmed Data Enhancement Records * 209,630
Equifax Data Enhancement Match Rate 89%
Records Appended with Email Address 62,107
Match Percentage (based on Client Input) 26.30%
Match Percentage (after DE Match Confirmation) 29.63%
Type of Match
Individual Matches 18,597
Household Matches 43,510
* Input records are first confirmed against all Data Enhancement Files. Confirmed records are then utilized in the Email Append. Avg match is 85%. Lower match rates could indicate input file issues.
Results Post Broadcast
Results from Welcome Broadcast
Records Broadcast 62,107
Total Bounces (no charge) 17,000
Total Removes (no charge) 452
Total Final Records 44,655
Total Cost @ $.22/append $9,824.00
Append Cost StructureAppend Cost Structure
Many processes in the industry have unnecessary charges, not append.Many processes in the industry have unnecessary charges, not append.
Append brings access to large numbers of current customer records at Append brings access to large numbers of current customer records at pennies per appended record.pennies per appended record.
Typical Append is based on a tier structure; more quantity, less cost per Typical Append is based on a tier structure; more quantity, less cost per appended recordappended record
Rates are based on input quantitiesRates are based on input quantities
No input or pass charges against databaseNo input or pass charges against database
Results are based on number of deliverables; the number of appended Results are based on number of deliverables; the number of appended addressesaddresses
You only pay on the actual appended recordsYou only pay on the actual appended records
Is Email Append Appropriate?Is Email Append Appropriate?Do Do YouYou Need To? Need To?
Increase content relevanceIncrease content relevance? Trigger Email Messaging speaks to the ? Trigger Email Messaging speaks to the recipient, offers relevant benefits in exchange for responserecipient, offers relevant benefits in exchange for response
Respond faster to sales opportunitiesRespond faster to sales opportunities? Email’s response window ? Email’s response window couldn’t be shorter– speak your message effectively and immediatelycouldn’t be shorter– speak your message effectively and immediately
Automate messages to save time and resourcesAutomate messages to save time and resources? Let Email messaging ? Let Email messaging speak to specific behavior responses from data pocketsspeak to specific behavior responses from data pockets
Increase loyalty with special occasion greetingsIncrease loyalty with special occasion greetings! Remind your ! Remind your customer how much their attention means to you. Speak personallycustomer how much their attention means to you. Speak personally..
You Want to React to Their You Want to React to Their Behavior; They Want to RespondBehavior; They Want to Respond
Abandoned shopping carts and order formsAbandoned shopping carts and order forms – find out why – find out why and offer to help! and offer to help! Inactive Buyers and SubscribersInactive Buyers and Subscribers – communicate and re- – communicate and re-engage! If no response, drop them. engage! If no response, drop them. Birthdays, anniversaries, holidaysBirthdays, anniversaries, holidays – all opportunities to – all opportunities to increase consumer loyalty! increase consumer loyalty! Customer service surveysCustomer service surveys – ask how you’re doing whenever a – ask how you’re doing whenever a customer needs help. customer needs help. Good Customer RewardsGood Customer Rewards – send a thank you message and – send a thank you message and discount coupon when a customer reaches a sales or loyalty discount coupon when a customer reaches a sales or loyalty milestone. milestone.
Email Consumption By Social Email Consumption By Social Media SegmentMedia Segment
Pre-Transaction CommunicationPre-Transaction Communication
Incorporating data from Web analytics and ecommerce software Incorporating data from Web analytics and ecommerce software can help you identify customers who break off browse or can help you identify customers who break off browse or
purchase sessions. Note: These are customers or prospects purchase sessions. Note: These are customers or prospects already enrolled in your email programs.already enrolled in your email programs.
Browse abandonmentBrowse abandonment:: Personalized with images and details of a Personalized with images and details of a Web site category, page or product the shopper viewed but didn't Web site category, page or product the shopper viewed but didn't result in a purchase.result in a purchase.
Cart abandonmentCart abandonment: : Multi-stage recovery email program, with the Multi-stage recovery email program, with the first email sent within minutes after shopper places items in a cart first email sent within minutes after shopper places items in a cart but doesn't complete the process.but doesn't complete the process.
Purchase Process CommunicationPurchase Process Communication
These support the purchase process itself and are intended to increase These support the purchase process itself and are intended to increase customer confidence in the ordering process.customer confidence in the ordering process.
Order confirmationOrder confirmation:: Confirms the order was received and provides details of the order, Confirms the order was received and provides details of the order, shipping method, expected arrival date and customer-support contact information.shipping method, expected arrival date and customer-support contact information.
Order statusOrder status:: Essential when some or all of the items in an order are out of stock (OOS) or Essential when some or all of the items in an order are out of stock (OOS) or when OOS items become available.when OOS items become available.
Shipping noticeShipping notice:: Lists package pick-up date, shipment tracking number, range of expected Lists package pick-up date, shipment tracking number, range of expected arrival dates and customer-service contact information for you and shipper.arrival dates and customer-service contact information for you and shipper.
Post-shipment confirmationPost-shipment confirmation:: Asks if items were received on time and in proper condition. Asks if items were received on time and in proper condition. Restates order details and customer-support/troubleshooting contact information.Restates order details and customer-support/troubleshooting contact information.
Trip/Stay preparationTrip/Stay preparation:: Confirms trip details (flight/check-in times, destinations, special Confirms trip details (flight/check-in times, destinations, special requests/advisories, contact information) and includes helpful information including weather requests/advisories, contact information) and includes helpful information including weather forecasts, maps, attractions with booking information and links, etc.forecasts, maps, attractions with booking information and links, etc.
Post-Purchase CommunicationPost-Purchase Communication
These post-purchase/post subscribing emails are focused on the These post-purchase/post subscribing emails are focused on the customer experience and additional purchase opportunities once the customer experience and additional purchase opportunities once the
product has been received, delivered, etc. product has been received, delivered, etc.
Subscription/Content Satisfaction SurveySubscription/Content Satisfaction Survey:: Email requesting the customer Email requesting the customer complete a survey measuring satisfaction with the magazine, renewal, delivery, plus complete a survey measuring satisfaction with the magazine, renewal, delivery, plus customer-support or troubleshooting contact information.customer-support or troubleshooting contact information.Review/recommendReview/recommend:: Invites buyer to review sample issues and/or share the Invites buyer to review sample issues and/or share the subscription with their social network connections.subscription with their social network connections.Publication recommendationsPublication recommendations:: Up-sell/cross-sell messages - "Since you enjoy this, Up-sell/cross-sell messages - "Since you enjoy this, you might like this," or "People that subscribe to this, also subscribe to this." you might like this," or "People that subscribe to this, also subscribe to this." Renewal deadlineRenewal deadline:: Invites renewal of publications about to expire or discontinue. Invites renewal of publications about to expire or discontinue.ReplenishmentReplenishment:: Invites re-purchase of back issues, special products endorsed etc. Invites re-purchase of back issues, special products endorsed etc. New version/UpgradesNew version/Upgrades:: Invites customer to upgrade or extend current subscription Invites customer to upgrade or extend current subscription or bundle several subscriptions at a discounted rate. or bundle several subscriptions at a discounted rate.
Relationship and Loyalty Relationship and Loyalty Account Status CommunicationAccount Status Communication
While not focused on a specific purchase, these messages are sent to people who While not focused on a specific purchase, these messages are sent to people who have purchased, created accounts, downloaded or requested information, have purchased, created accounts, downloaded or requested information,
joined loyalty programs or otherwise engaged with you. joined loyalty programs or otherwise engaged with you.
Account reminderAccount reminder:: Email notice sent a week or so ahead of a deadline (payment, Email notice sent a week or so ahead of a deadline (payment, renewal, etc.).renewal, etc.).Invitation to join loyalty/preferred customer programsInvitation to join loyalty/preferred customer programs:: Benefit-focused message Benefit-focused message sent to customers who didn't join loyalty/preferred-customer programs or register for sent to customers who didn't join loyalty/preferred-customer programs or register for an account.an account.Member-status statementMember-status statement:: Reports membership status and progress toward Reports membership status and progress toward achieving higher status or qualification for rewards/discounts; should link to achieving higher status or qualification for rewards/discounts; should link to subscriber's account log-in and show points, purchases, miles, etc., at a glance.subscriber's account log-in and show points, purchases, miles, etc., at a glance.BouncebackBounceback:: Offers incentive to bring recent buyer back to resubscribe; can feature Offers incentive to bring recent buyer back to resubscribe; can feature up-sell/cross-sell items.up-sell/cross-sell items.Subscription anniversarySubscription anniversary:: Notes anniversary of first subscription and invites to Notes anniversary of first subscription and invites to renew, with or without incentive.renew, with or without incentive.Additional channelsAdditional channels:: Invites customer to sign up to receive communications via Invites customer to sign up to receive communications via SMS or Twitter, become Facebook fans or shop in nearby retail outlets. SMS or Twitter, become Facebook fans or shop in nearby retail outlets.
Benefits and Take Aways from Benefits and Take Aways from Email Append ServicesEmail Append Services
What Email Append means to your bottom line.What Email Append means to your bottom line.
Increase your email reach by up to 25%Increase your email reach by up to 25%Data belongs to you, treat it as you would house file dataData belongs to you, treat it as you would house file dataAbility to build and expand current house file rosterAbility to build and expand current house file rosterImmediately gain action-- buy, subscribe, join, establish affinityImmediately gain action-- buy, subscribe, join, establish affinityBuild a stronger relationship with customer’s individual interests emailing as often as Build a stronger relationship with customer’s individual interests emailing as often as current strategy allowscurrent strategy allowsOpportunity to micro-target and personalize campaign messagesOpportunity to micro-target and personalize campaign messagesSimilar expectations; acquire, reactivate, retention; no different from Direct MailSimilar expectations; acquire, reactivate, retention; no different from Direct MailKeep customers interested; links to current events and breaking newsKeep customers interested; links to current events and breaking newsTrigger messaging to specific pockets of data, dependent on subscriber status Trigger messaging to specific pockets of data, dependent on subscriber status Identify best launch times, react to when recipient respondsIdentify best launch times, react to when recipient respondsMaintain stronger relationships; make subscriber dependent on youMaintain stronger relationships; make subscriber dependent on you
Thank you very much!Thank you very much!
Questions and AnswersQuestions and Answers
