6. Moving opt-in from below the fold to above
516% lift -Top of home page/Every page
348% lift –Top of home page/Every page
100% lift –Top of home page from bottom
50% lift -Top of home page from bottom
Sample Results
15. Email
Sign-Up
Welcome
Email 1
Welcome
Email 2
Welcome
Email 3
Welcome
Email 4
Or you try to convert them on Alaska Cruise
Alaska offer –
w/deadline
Includes current
Alaska cruise offer
Includes
survey/progressive
form
Includes current
Alaska cruise video
/
Testimonials
UsingWeb
Tracking – marry
browse behavior
to email address
24. Supplement Wizard – Abandoned, Finished Process
• Sent when a
customer
receives their
results but
does not add
items to cart
or checkout
• 40.17% Open
Rate
• 4.18% CTR
• $0.38
Rev/Email
28. Prints You Viewed Recently
• From cart
• Wish list
• Recommendation
• Web tracking
• Category browsed
29. Sample Birthday Program
#1
• Offer
• Personalized
w/ recent
browsed
#2
• Reminder to
non-
openers few
days later
#3
• 10 days left
reminder
#4
• 24 hours left
• Last chance
30. But really, think beyond birthday emails …
• Programs
• Web Tracking
• Dynamic Content
Features
• Purchase anniversaries
• Subscriber / Member anniversaries
• Events
Ideas
33. 1
1
2 6
3
4
5
7
8
Subject Line Personalization
First name personalization
Personalized Content
Name and contact info for each customer’s personal rep
Dynamic Subject Lines
The subject line changes based on the type and
duration of club membership
Individualized Content Lists
For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
E-commerce-driven Personalization
Display totals and other engaging content to drive
follow-on purchases.
Website-driven Content
Directly track each customer’s web activity and prompt
them to visit new areas of the site.
Send Time Optimization
The message arrives in each individual’s inbox at
precisely the time that individual is most likely to check
email.
Data-driven Dynamic Image
Image is selected based on demographic and profile info
Score-driven Dynamic Offer
Discounts/prices vary by social influence and time since
last purchase
1
2
3
4
5
6
7
8
Truly Individualized Email Messaging
36. 6. Launch an upsell/cross-sell program
@LorenMcDonald
37. Upsell: Buckets to SmartPaks
Customer orders supplements in buckets for their horse
GOAL: Convert customer to order supplements in AutoShip
SmartPaks
38. SmartPaks Upsell Series
• Customers suppressed from
promotional marketing stream
• Program checks before each
mailing to determine if they
purchased a SmartPak or not.
• If yes, removed from program
and placed back in
promotional marketing stream
– If no, get next mailing in line
on specified scheduled date
41. PaperStyle – Custom Invitations
- Sending batch and blast
- No targeting
- Response rates declined
Agency Whereoware
- Analyzed site behavior
- Purchase patterns
- Wedding process
- Created wedding timeline
42. Purchased wedding
products
Wedding
essentials
Wedding nurturing
Wedding favors
Bridal party
gifts
Thank you
cards
Friend’s wedding
nurturing
Bridal shower
invites
Shower
tableware
Bach. invites
Bach. tableware
Wedding gifts
Your
wedding?
Clicked on wedding
link
Yes
No
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
Nurture Program
BRIDAL
SEGMENT
43. Web site or
email click
behavior
drops you
into Your
Wedding or
Friend’s
Wedding
nurture
52. Don’tWait: Create “Early” Inactives Program
New subscribers who don’t open/click first XX
messages / X weeks
Move these early inactives into “activation” track
Send survey, different offers; best of, different
subject lines, testimonials, etc.
53. Inactive Re-Engagement
Day 45: “Help Us
ServeYou Better”
Day 75: “It Pays to
be Smart”
Day 90: “We Miss
You! Come Back
and Save 10%”
Evaluate for 30 days for activity, move into
once a month frequency for 6 months.
68. Silverpop is the
digital marketing platform that delivers
superior overall return on relationship
powered by the deepest insight into the
way customers behave.
69. Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop
Notes de l'éditeur
ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC
Worldwide Web Analytics Software Applications 2006 - 2010
Forecast and Analysis: 2005 Shares and Current Out look in the Year of Integration
June, 2006
But that is exactly what we enable ourselves to do when we integrate email and analytics in the online world
Segments: Thick Slices = High Impact
From the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.
Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs.
When you send a spray and pray email, you are putting earmuffs on your concierge.
But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
OfficeMax – not a client – sent March 1 for March 16 birthday – a birthday month approach
JW Sales Script Draft:
So how does this change the way that you interact with your customers? Now you can make emails hyper-personalized, where every element of the email is relevant and customized to the recipient based on information about the individual, on what they have done or how they have scored. A few examples of this include <Rep can talk through a few or all of the points on the slide>.
BB Transcript 2/14/2013:
Now lets think about how this will change the way that you interact with your customers. We know that email is important to you and email is a primary way that you interact with customers, here we show you how you can make those emails hyper-personalized where every element of the email is so relevant and customized based on information about the individual, based on what they have done or based on lead scoring. Another way to think of this is as a use case….someone is on your website and they have signed up for Webinar A maybe a month ago and they watched that or downloaded something and the next time they get a message from you, you aren’t going to tell them about something they have already done, rather you are going to use their behaviors on your website to dynamically put new ads and offers in the content of an email that you are sending them. Again, hyper-personalized and relevant.
***********
No single competitor can match these capabilites across the landscape
Over 3,000 shopping cart abandoned emails sent, per month
Segment versions between supplies versus SmartPaks cart abandonment
Sent in AM to customers who abandon cart day prior
Silverpop brings the expertise and experience to support your marketing needs. We are the only digital marketing technology provider that brings together email marketing, marketing automation and social sharing, including location-based marketing.
Silverpop serves over 1,400 clients across a variety of industries, geographies and business sizes.
We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure.
Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.
Silverpop is the only digital marketing technology provider that unifies marketing automation, email, mobile and social. Our customers achieve superior return on relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI and deepen brand loyalty.
Also available at silverpop.com/marketing-resources is more information about future webinars, recordings from previous webinars, You can also access slides from Silverpop presentations on social media and countless other topics at slideshare.net/silverpop. You can also find us on Twitter and Facebook.
Thank you for joining us today and welcome to Silverpop’s product presentation and demonstration. Over the next 45 minutes we will show you how Sil;verpop solutions can improve the return on relationship with your customers and prospects. We don’t have time to cover the full breadth and depth of our products but we hope that you will see the value that we bring and will be interested in taking a deeper dive.