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7 Ideas to ImplementWhenYou
Get Back to the Office
Loren McDonald
@LorenMcDonald
7 email marketing ideas tactics uk
OLD NEW TWIST
So buckle up…
#1: Capture More Home Page Opt-ins
@LorenMcDonald
56% hide opt-in at the bottom
36%
highlight
opt-in at
the top
Mouse
over
drops
down
form field
 Moved opt-in from the bottom of the home page to the top
 Gave a first order incentive
 Saw an increase in campaign revenue by 189%
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
Use Popovers
Pop-overs = 200-400% lift
7 email marketing ideas tactics uk
Don’t mess
with my
Web site
…but more
subscribers leads
to more revenue!
#2: Evolve “Welcome” to “Onboarding” Programmes
@LorenMcDonald
7 email marketing ideas tactics uk
Welcome Progression – But still generic …
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series
Fashion
Site
Shoes Bags Dresses
Email Sign-
Up
Welcome
Email 1
Welcome
Email 2
Bags
Offer
Shorts
BrowseGeneric
Content
Ooops
Email Sign-
Up
Onboard
Email 1
Onboard
Email 2
Onboard
Email 3
Onboard
Email 4
Or you try to convert them on “Dresses”
Dresses offer –
w/deadline
Includes current
Dresses offer
Includes
survey/progressive
form
Includes dresses top
sellers/recommend
ations
UsingWeb
Tracking – marry
browse behavior
to email address
DynamicWelcome Campaign – Based on Source
3: Remarketing: Basket & Browse Abandonment
@LorenMcDonald
Browse / Basket Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Browse
Basket
#2 - Under £90 #2 - Over £90#1 - All
01/01/2012 – 31/12/2012
Recovered Sales
Total Value £615,342.86
Total Number 4,493
Average Order Value £136.96
Browse – Sniffing Around
Browse Behaviour
• 37.6% Open Rate
• 7.35%CTR
• £0.28 Rev/Email
Browse Behaviour
ThankYou!
Wizard / Calculator Abandonment
Supplement Wizard – Abandoned, Finished Process
• Sent when a
customer
receives their
results but
does not add
items to
basket or
checkout
• 40.17% Open
Rate
• 4.18% CTR
• £0.24
Rev/Email
4:Take Birthday (and other date based) Emails to the
Next Level
@LorenMcDonald
Your ordinary, but successful birthday email
• Capture
birthdate
• Create email –
often w/ offer
• Set up trigger
• Print money
New Rule:
Make it dynamic,
personalised and a series.
Prints You Viewed Recently
From:
• Basket
• Wish list
• Recommendation
• Web tracking
• Category browsed
Sample Birthday Programme
#1
• Offer
• Personalised
w/ recent
browsed
#2
• Reminder to
non-
openers few
days later
#3
• 10 days left
reminder
#4
• 24 hours left
• Last chance
But really, think beyond birthday emails …
• Programs
• Web Tracking
• Dynamic Content
Features
• Purchase anniversaries
• Subscriber / Member anniversaries
• Events
Ideas
5. Segment Based on Behaviour
@LorenMcDonald
PaperStyle – Custom Invitations
- Sending batch and blast
- No targeting
- Response rates declined
Agency Whereoware
- Analyzed site behaviour
- Purchase patterns
- Wedding process
- Created wedding timeline
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 Programme
BRIDAL
SEGMENT
Web site or
email click
behaviour
drops you
into Your
Wedding or
Friend’s
Wedding
nurture
YourWedding Track
Friend’sWedding Track
Results – Avgs Across Both
Programmes
- Open Rate Increased - 244 %
- CTR Increased - 161 %
- Revenue Per Mailing Increased - 330 %
6. Focus on EarlyActivation Over Reactivation
@LorenMcDonald
How big is the inactives challenge?Really BIG!
Typical Actives vs. Inactives Ratio
So what are you going to do about it???
Typical Re-engagement Series - Incentives
Typical Reactivation Rate: 1%-2%
High Performers: 5-8%
5% X 40% = 2% of your DB
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.
Dairy Crest – Lapsed Banner using DC
Average open
rates of 43% with
approximately
20% re-activating
and taking
advantage of the
incentive offer
7. Get Focused, Get Started
@LorenMcDonald
Overwhelmed with ideas… don’t freak out
Solve your biggest business problem first!
Focus on “starting” – not “Best” practices
Don’t try to be perfect …
Our
Request
Pick 1
Idea/Programme
Launch it
Improve it
Launch another
programme
Speak at
Amplify next
year
Q & A
Loren McDonald
lmcdonald@silverpop.com
@LorenMcDonald

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7 email marketing ideas tactics uk

Notes de l'éditeur

  1. 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 IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom 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.
  2. OfficeMax – not a client – sent March 1 for March 16 birthday – a birthday month approach
  3. Dairy Crest Introduction Customers that have not recently placed an order, milk&more offer an incentivise place another order.