Email Marketing Strategies for Engagement Across the Customer Lifecycle

Connecting the Dots: Engagement
Through the Email Marketing Lens
Neal Sharma
CEO & Principal
DEG
@degdigital
Lydia Colaresi
Director, Digital Marketing
Live Nation
@ThatsLydia

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Lacy Surber
Marketing Consultant, East Strategic Services
Salesforce Marketing Cloud

Customer Marketing Lifecycle Stages
Retain:
Re-engage inactive subscribers.
Acquire:
Obtain new subscribers.
Onboard:
Make a good first impression,
establish the relationship, and set the
stage for future communications.
Grow:
Convert prospects into customers
and expand your relationship with
existing customers.

Track: Email Marketing
#CNX14
Engage
• Abandoned cart
• Birthday program
• Browse retargeting
• Loyalty program
• Newsletter
• Product update
• Promotional messages
• Transactional
Retain
• Win back
• Re-engagement
Onboard
• Cross/up-sell
• Welcome series
Acquire
• Mobile opt-in
• Social opt-in
• Web opt-in
Lifecycle
Campaign
Examples
By Phase
Email Examples

Lydia Colaresi
Director, Digital Marketing
@ThatsLydia
lydiacolaresi@livenation.com
www.livenation.com

Neal Sharma
CEO and Principal
@DEGdigital
nsharma@degdigital.com
www.degdigital.com

Acquiring Fan Emails
Points of Entry
•  Website
•  Social
•  Sweepstakes
•  In Venue
•  Comment Cards
•  Food/Dining Value
•  On Campus
•  Off site
•  Previous Purchasers

Results
In 15 months we have collected profile data
for more than 20% of the list.

•  77% of our list are women
•  40% prefer dark wash jeans
•  52% prefer “at the waist”
•  Top styles: Boot Cut, Straight, Slimming,
Curvy
Key Insights
•  23% of our list are men
•  44% prefer dark wash jeans
•  71% prefer flat front pants
•  Top styles: Regular fit, Relaxed, Straight

Welcome Email
Generic vs Targeted
*Based on preferences

Results
CTOR increased by 10% when
sending a targeted welcome
message

Welcome Series
•  Sent immediately
•  Opt-in sources: Email gate, home page
footer, checkout, registration, Facebook &
contests, product microsites, co-
registration
•  Leads generated via the home page email
gate are 4x more likely to convert in the
first 6 months than all other lead
generation sources

Welcome Series – Email 2 has 4 versions
•  No purchase
•  No style quiz
•  No purchase
•  Completed style quiz
•  Purchased
•  No style quiz
•  Purchased
•  Completed style quiz

Cross Promotion
•  Shows
•  Food and Beverage
•  Branding
•  Social
•  Avg. CTOR >15%

Testing Engagement
•  Black or White background

Results
Background color that
accentuated the creative
received 3x greater
engagement
• Black template for darker
creative
• White template for bright
and airy images

Upsell Event Calendar Birthday

Happy Birthday! Or is it?
•  21% Open Rate
•  6.88% Click-through Rate
•  32% Click-to-open Rate
•  Above average revenue
•  This single email more
than doubled the number
of birthdates on file

Results
Revenue in the last
12 months is 3X what
it was in the previous
2 years

How can we make birthdays come more than once a year?

Customized to
Profile Data
Open Rate: 16%
CTR: 5.33%
CTOR: 33.5%
O/D: 0.23%
Engagement Results
No Profile Data
Open Rate: 9.6%
CTR: 1.92%
CTOR: 19.97%
O/D: 0.06%

Abandoned Shopping Cart
We were able to recover over
50% more orders each month
by reducing the abandoned
cart trigger time from 72 hours
to 24 hours

Remailing
•  Subject line 1: #MNF Football Watch Kick Off Party
•  Result 32%+ Open Rate
•  Subject line 2: Watch The Game In Style
•  Result: 32%+ Open Rate

Results
Open Rate increased to 54%

Two-Part Win Back
•  Email one sent after 120
days of no opens or clicks
•  Additional email sent 7
days later if no action on
first email
•  Inactive group (4-12
months of no activity)
mailed less frequently,
different subject lines
•  Subscribers are
suppressed after 12
months of no opens
or clicks

Results
We were able to win back more than 50,000
subscribers in the first five months of the
program. This represents about 10% of
revenue from email over the following 12
months.

Naughty or Nice
•  Small list size but highly
engaged
•  Long-term focus is to
continually build this list
year after year
•  Of those who opted in,
14% made more than
one purchase in a two-
month period

Email Marketing Strategies for Engagement Across the Customer Lifecycle

Email Marketing Strategies for Engagement Across the Customer Lifecycle

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