Loren McDonald with Silverpop, an IBM Company, shared the latest best practices, trends and client case study examples for 7 emails you can automate to help invigorate your marketing programs and drive more revenue:
1. Welcome and onboarding programs
2. Nurture and remarketing messages
3. Post-purchase messages
4. Cross-sell/Upsell messages
5. Event/Date-based emails
6. Transactional messages
7. Lapsed customer/reengagement
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7 email marketing programs to automate silverpop dma14
1. 7
Email
Marke,ng
Programs
to
Automate
to
Increase
Engagement
and
Revenue
Loren
T.
McDonald
VP,
of
Industry
Rela9ons
Silverpop,
an
IBM
Company
October
29,
2014
23. Onboarding
Email(s)
Welcome!
• Dynamic
based
on
specific
category
items
browsed
• 3-‐5
emails
series
• Top
sellers/
recommendations
• Ends
with
“best
offer”
34. Your
ordinary,
but
successful
birthday
email
• Capture
birthdate
• Create
email
–
ojen
w/
offer
• Set
up
trigger
• Print
money
But
what’s
the
problem
with
these
emails?
35. Dynamic
offer:
• Loyalty
status
• LCV
• New
customer
• Never
purchased
Birthday
Email 2.0
37. Your
dates
trigger
an
email…
21
days
before
occasion
Personalized
with
name
Occasion
w/
date
Coupon
code
10%
Off
31%
CTR
Highest
revenue
genera9ng
email
42. Purchase
Cross-‐Sell
Goal:
Increase
supplies
sales
of
supplement
buyers
by
marke9ng
a
relevant
product
to
them
Results:
-‐ 26.59%
Open
Rate
-‐ 6.73%
CTR
-‐ $0.23
Rev/Email
-‐ 2.6%
Conversion
Rate
Subject
Line:
“You
Might
Like
the
Back
on
Track
Saddle
Pad”
47. Autoship Reminder Email
• Reminds
customer
of
upcoming
SmartPaks
order
• Allows
customer
9me
to
make
changes
before
order
is
processed
• Top
revenue
genera9ng
triggered
email
The
results:
• 36%
open
rate
• 13%
click-‐through
rate
• $1.39
revenue-‐per-‐email
• 18%+
conversion
rate
Real
9me
products
based
on
purchase
behavior
48.
49. Point-‐of-‐sale
–
email
receipts
Loren McDonald <loren.mcdonald@gmail.Welcome to Nordstrom
NORDSTROM <shop@e.nordstrom.com> Sun, Aug 28, 2011 at 11:Reply-To: NORDSTROM <support-bwaxe1sa2zxjbmau6tbdbqce3yw3q2@e.nordstrom.com>
To: loren.mcdonald@gmail.com
Vie w this e -m ail in we b browse r | on m obile de vice
FREE SHIPPING on your online orde r of $200 or m ore . De tails be low.*
wom e n m e n juniors baby
& k ids shoe s handbags &
acce ssorie s
be auty &
fragrance
at hom e
& gifts sale de signe r
colle ctions
Store Locations & Eve nts | Gift C ard | Shopping Bag | Wish List
Loren McDonald <loren.mcdonald@gmail.com>
Nordstrom e-Receipt from Stoneridge Mall
services@nordstrom.com <services@nordstrom.com> Sat, Aug 27, 2011 at 1:06 PM
To: loren.Mcdonald@gmail.com
To: loren.Mcdonald@gmail.com
Thank you for shopping at Stoneridge Mall today. The e-Receipt you requested is
below. If you have any questions about your order, please contact Stoneridge Mall
customer service at the number listed below.
e-Receipt
Stoneridge Mall
1600 Stoneridge Mall Road
Pleasanton, CA 94588
(925) 463-5050
Store 430 Reg# 7282 Tran# 2044
EXCHANGE Rng# 8928665 Sel# 8928665
RETURN ITEMS
Original Sel# 6762470 Original Store# 430
(74.95)
885681161857 R
RETURN SUBTOTAL (74.95)
SALES TAX (6.56)
RETURN TOTAL (81.51)
SALE ITEMS
WOMENS ACT:GEL-1160
883722886455
84.95
SALE SUBTOTAL 84.95
SALES TAX 8.75% 7.43
SALE TOTAL 92.38
NET TOTAL 10.87
VISA
09260C-00
************3703 S 10.87
Total 10.87
Total Items Purchased = 1
Total Items Returned = 1
Personal book Transaction: Yes
53. 3
weeks
later…Re
Engagement
Email
2
Birmingham
Airport:
We
Miss
You!
54. 2
more
weeks
later…Final
Email
Birmingham
Airport:
Details
deleted
55. Lapsed
Customer:
Increase
Engagement
Ideas
-‐ Drop-‐down
menu
-‐
Put
into
automated
program
based
on
response
56. Lapsed
Customer
–
No
Purchase
in
12
months
One
Ques9on
Email
Drop-‐down
menu
response
op9ons
Email
nurture
series
Apple
Pie
Apple
Pie
recipes,
ingredients,
videos,
pie
pans
Peppermint
Bark
Peppermint
Bark
recipes,
ingredients,
videos,
pans
Pumpkin
Pie
Pumpkin
Bark
recipes,
ingredients,
videos,
pans
Christmas
Cakes
Cake
recipes,
ingredients,
videos,
pans
Christmas
Breads
Cake
recipes,
ingredients,
videos,
pans
Sample
Automated
Nurture
Program
for
Lapsed
Customers
57. Likelihood
to
churn
scoring
model
Subscriber
Ac9vated
their
System
Annual
Churn
~13%
Power
User
Arms
their
home
security
system
regularly
Annual
Churn
~8%
No9fica9on
User
Receives
text/
email
messages
for
alerts
in
their
home
Annual
Churn
~5%
Super
User
Uses
interac9ve
services
regularly
Annual
Churn
~1%