It's Not Them, It's You: Ignite Subscriber Relationships with Email (webinar slides)
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When someone subscribes to your emails, where does the relationship go from there? Lifecycle email marketing takes you from disengaged subscribers and tired emails to vibrant, creative campaigns and readers who love you. During this webinar, Lindsey Paolucci, marketing manager at True Citrus (a WhatCounts client), and Sean McGarry, strategic account manager at WhatCounts, will walk you through best practices and examples of: A re-engagement campaign series A subscriber anniversary campaign series Marrying email and social media Get ideas for your own lifecycle email marketing!
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It's Not Them, It's You: Ignite Subscriber Relationships with Email (webinar slides)
- 1. We Email IT’S NOT THEM, IT’S YOU: IGNITE SUBSCRIBER RELATIONSHIPS WITH EMAIL
- 2. TWEET! 3 Follow us on Twitter! @WhatCounts @TrueLemon Tweet about this webinar using #WCCitrus
- 3. TODAY’S SPEAKERS 4 LINDSEY PAOLUCCI Digital Marketing Manager, True Citrus Co. Twitter @TrueLemon SEAN MCGARRY Strategic Account Manager, WhatCounts Twitter @writeMcSean
- 4. 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… 5
- 5. 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 6 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
- 6. 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 7 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 7. 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
- 8. ACQUIRE: EMAIL SIGN-UP Offer a clear path forward to subscribe with calls-to-action. Email Signup Location #2 Email Signup Location #3 Email Signup Location #1 9
- 9. ACQUIRE: EMAIL SIGN-UP Gather specific information about gender, age, and location in order to send subscribers targeted, personalized emails later on. 10
- 10. ACQUIRE: EMAIL SIGN-UP 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. 11
- 11. ACQUIRE: EMAIL SIGN-UP Set the expectation for your subscribers. Prominently display your contact information. 12
- 12. 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 13 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 13. 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. 14
- 14. 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 15 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 15. 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. 16
- 16. 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 17 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 17. 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. 18
- 18. 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). 19
- 19. 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 20 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 20. 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
- 21. 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 22 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 22. 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. 23
- 23. 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. 24
- 24. 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 25 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 25. 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. 26
- 26. 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. 27
- 27. 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 28 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 28. 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. 29
- 29. 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 30 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 31. 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 32 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 32. 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! 33
- 33. 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 34 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 34. 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. 35
- 35. 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. 36
- 36. 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 37 Email Sign-Up Newsletter Up & Cross-Sell in Transactional Social Awareness Browse Behavior First Purchase Loyalty Programs TRUE CITRUS LIFECYCLE Preference Center
- 37. TRUE CITRUS: CAMPAIGNS IN THE WORKS • Refer-A-Friend Campaign • First Purchase • Dedicated Cross Sell • Inactive Customer Win Back 38
- 38. 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 39
- 39. 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. 40
- 40. 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. 41
- 41. WE LOVE EMAIL INNOVATION TOUR – SAN FRANCISCO 43 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
- 42. DO YOU HAVE AN EXTRA $10 MILLION? 44 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
- 43. REACH OUT TO US 45 WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts sales@whatcounts.com
- 44. We Email THANK YOU FOR ATTENDING!