This document discusses strategies for reengaging inactive email subscribers. It provides examples from SmartPak Equine and Tafford Uniforms of defining inactives, testing reactivation campaigns, and analyzing results. The key lessons are that defining inactives properly based on purchase history and opt-in date is important. Testing various reactivation email frequencies and content types can help optimize engagement. Ongoing analysis of results enables improving reactivation programs over time.
This document discusses approaches for reengaging inactive email subscribers. It begins by explaining why companies should care about inactive subscribers and the typical ratio of active to inactive subscribers. Various strategies are then presented for reengaging inactive subscribers, including understanding the causes of inactivity, sending reengagement email campaigns, personalizing content, and making it easy for subscribers to update their preferences. Case studies are provided showing how specific companies implemented reengagement programs that resulted in cost savings and increased revenue by reactivating former subscribers.
Inactive Email Subscribers: Tips for Taming the Beast
Inactive email customers and subscribers are potentially the largest pain in the posterior of many digital marketers today. However your organization defines "inactives," they often can comprise one-third to one-half of your database. These unengaged subscribers are costing you significant resources: money, time, potentially inbox deliverability and, most importantly, revenue.
In this Webinar, Carey Marston, email marketing manager with SmartPak, presents a case study on how they've attacked the non-engaged challenge' and Silverpop's vice president of industry relations Loren McDonald covers several aspects and ideas for dealing with the inactivity beast, including:
Defining what is an "inactive"
Determining root causes of non-engagement
Steps to minimize inactivity
"Activating" never-engaged subscribers earlier in the process
Segmenting types of inactives
Reactivation tactics and programs
When/whether to suppress inactives
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Yes Lifecycle Marketing
Today, marketers have access to more customer data than ever before. At the same time, low active subscriber rates suggest that brands are missing out on the opportunity to consistently engage their customers. Savvy marketers are putting subscriber data to work and executing activation campaigns to boost engagement across the board.
Activation programs aim to engage new subscribers from the get-go and wake up inactive customers with tempting offers and personalized content.
In this whitepaper, you’ll learn:
-How to identify key subscriber segments
-The three different types of activation programs
-Where email activation campaigns fit in your marketing portfolio
It's Not Them, It's You: Ignite Subscriber Relationships with Email (webinar ...WhatCounts, Inc.
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!
Time is money and email automation saves a lot of your time. Email automation makes your life very easy as a marketer. More email marketing automation means more engagement with your subscribers that results in better relations with your prospects and customers. Watch this webinar to know about Email Automation and help you all work smarter and not harder.
This webinar covers:
- What is Email Automation
- Statistics related Email Automation
- Types of Email Automation
- Real life examples of Email Automation
- Tips to prioritize your automated emails
- Juvlon and Email Automation
Email & Mobile Theatre; Top 10 Tips to Increase Conversions & ROITFM&A
This document provides 10 tips for increasing email marketing conversions and ROI:
1) Send a welcome message to new subscribers to engage them.
2) Segment subscribers and target them with relevant content to improve attention and conversions.
3) Automate content insertion from external sources to save time and resources.
4) Test email campaign elements through A/B or multi-variate testing before wide sends.
5) Send reminders to non-responding subscribers to capture additional revenue.
6) Target cart abandoners to reclaim potentially lost sales.
7) Cross-sell and up-sell additional products to existing customers.
8) Re-engage past customers with incentives to encourage repeat purchases.
Best Lead Distribution Methods for Optimal Sales PerformanceVelocify
New research has uncovered that organizations that utilize at least one automated distribution method experience a conversion rate that is 87% higher than that of customers who choose to manually distribute leads.
What you will learn:
- How does speed-to-contact improve conversion rates
- Auto distribution methods that improve response speed
- What distribution method has the highest impact on response speed and contact rates
- The impact of using multiple auto distribution methods concurrently
- What impact does using multiple auto distribution methods have on conversion
How to automate lead and case distribution,
improve efficiency and increase sales. Designed by Creative Cadence Limited, Bristol. Words by Valuable Content, Bristol.
This document discusses approaches for reengaging inactive email subscribers. It begins by explaining why companies should care about inactive subscribers and the typical ratio of active to inactive subscribers. Various strategies are then presented for reengaging inactive subscribers, including understanding the causes of inactivity, sending reengagement email campaigns, personalizing content, and making it easy for subscribers to update their preferences. Case studies are provided showing how specific companies implemented reengagement programs that resulted in cost savings and increased revenue by reactivating former subscribers.
Inactive Email Subscribers: Tips for Taming the Beast
Inactive email customers and subscribers are potentially the largest pain in the posterior of many digital marketers today. However your organization defines "inactives," they often can comprise one-third to one-half of your database. These unengaged subscribers are costing you significant resources: money, time, potentially inbox deliverability and, most importantly, revenue.
In this Webinar, Carey Marston, email marketing manager with SmartPak, presents a case study on how they've attacked the non-engaged challenge' and Silverpop's vice president of industry relations Loren McDonald covers several aspects and ideas for dealing with the inactivity beast, including:
Defining what is an "inactive"
Determining root causes of non-engagement
Steps to minimize inactivity
"Activating" never-engaged subscribers earlier in the process
Segmenting types of inactives
Reactivation tactics and programs
When/whether to suppress inactives
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Yes Lifecycle Marketing
Today, marketers have access to more customer data than ever before. At the same time, low active subscriber rates suggest that brands are missing out on the opportunity to consistently engage their customers. Savvy marketers are putting subscriber data to work and executing activation campaigns to boost engagement across the board.
Activation programs aim to engage new subscribers from the get-go and wake up inactive customers with tempting offers and personalized content.
In this whitepaper, you’ll learn:
-How to identify key subscriber segments
-The three different types of activation programs
-Where email activation campaigns fit in your marketing portfolio
It's Not Them, It's You: Ignite Subscriber Relationships with Email (webinar ...WhatCounts, Inc.
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!
Time is money and email automation saves a lot of your time. Email automation makes your life very easy as a marketer. More email marketing automation means more engagement with your subscribers that results in better relations with your prospects and customers. Watch this webinar to know about Email Automation and help you all work smarter and not harder.
This webinar covers:
- What is Email Automation
- Statistics related Email Automation
- Types of Email Automation
- Real life examples of Email Automation
- Tips to prioritize your automated emails
- Juvlon and Email Automation
Email & Mobile Theatre; Top 10 Tips to Increase Conversions & ROITFM&A
This document provides 10 tips for increasing email marketing conversions and ROI:
1) Send a welcome message to new subscribers to engage them.
2) Segment subscribers and target them with relevant content to improve attention and conversions.
3) Automate content insertion from external sources to save time and resources.
4) Test email campaign elements through A/B or multi-variate testing before wide sends.
5) Send reminders to non-responding subscribers to capture additional revenue.
6) Target cart abandoners to reclaim potentially lost sales.
7) Cross-sell and up-sell additional products to existing customers.
8) Re-engage past customers with incentives to encourage repeat purchases.
Best Lead Distribution Methods for Optimal Sales PerformanceVelocify
New research has uncovered that organizations that utilize at least one automated distribution method experience a conversion rate that is 87% higher than that of customers who choose to manually distribute leads.
What you will learn:
- How does speed-to-contact improve conversion rates
- Auto distribution methods that improve response speed
- What distribution method has the highest impact on response speed and contact rates
- The impact of using multiple auto distribution methods concurrently
- What impact does using multiple auto distribution methods have on conversion
How to automate lead and case distribution,
improve efficiency and increase sales. Designed by Creative Cadence Limited, Bristol. Words by Valuable Content, Bristol.
5 behavioral actions to automate silverpop behavioral marketing automationSilverpop
Presented at Silverpop's launch event in Sao Paulo, Brazil on October 24, 2012. I quick over view of behavioral marketing automation and examples of 5 customer/prospect behaviors that can drive automated marketing programs.
Mapping & Measuring the Subscriber Journeycleverbridge
The document discusses the subscriber journey for subscription businesses. It outlines key milestones in the subscriber lifecycle including signing up free users, billing subscribers for the first time, and renewals. It then discusses important key performance indicators (KPIs) associated with these milestones such as customer acquisition cost, churn rate, recurring revenue, and customer lifetime value. Calculating and understanding these KPIs is important for subscription businesses to optimize growth and profits over the long run.
Powerful subscription metrics support your business strategy. Learn how the Finance team can use specific subscription metrics and subscriber roles to increase recurring revenue, build customer relationships and drive (not just measure!) performance.
This document discusses strategies for drip marketing email campaigns. It recommends segmenting audiences based on their behavior throughout the customer journey. Triggered, automated email campaigns are suggested to welcome new subscribers, encourage loyalty among existing customers, and reactivate inactive customers. Mobile optimization is also advised as mobile readership of email continues to grow.
How to build a successful e-mail marketing campaign - Suzanna Chaplin & Warri...auexpo Conference
This document provides an overview of how to build a successful email marketing campaign. It discusses topics like creative design, sending strategy, frequency, mobile optimization, subject lines, targeting, retargeting, and optimization. Case studies are presented on campaigns for Tesco Kitchens, Matalan, and Drink Aware that analyze metrics like open rates, click-through rates, and conversions to optimize performance. The key lessons are around testing different elements, considering mobile, analyzing all metrics, segmenting lists based on behavior, and tailoring strategies for different audiences.
Email Marketing Metrics That Matter WebinarSilverpop
In this 60-minute Webinar, you'll learn the difference between process and output metrics, gain insight in how to more effectively communicate email success to management, examples of how to use metrics to drive email improvement, the impact of social media on email metrics and discover how one marketer measures and communicates email success. Will Stacy, director of marketing for Santander Consumer USA / Drive®, will explore key metrics and sample emails that are delivering substantial results, such as reduced call center volume, increased data quality, lower customer communication costs and increased online customer payments.
This document provides an overview of a discovery morning session on permission marketing. The objectives are to explore 12 key competence areas related to permission marketing, provide a self-assessment, and outline practical steps for improvement. The session will cover topics such as challenges in digital marketing, the importance of permission in marketing, best practices for data collection and management, design considerations for email marketing, and maximizing email delivery. Attendees will assess their current marketing strategies in several areas and identify opportunities for enhancement.
This document discusses key email marketing metrics and how to track them. It explains that clickthrough rate is the most important metric to measure engagement. While open rate is still important, it is not as reliable a metric due to variations in how emails are opened. Delivery rate depends on list quality so maintaining a clean list is important. The document also covers how to calculate conversion rates from email campaigns.
An entrepreneurs guide to email marketing. tips, guides, the whole nine insur...Checkr
This document provides an entrepreneur's guide to email marketing for insurance businesses. It discusses how email marketing is still very effective with high returns. It provides tips for improving click-through rates including only sending relevant content, using responsive designs, timing emails effectively, and including clear calls-to-action. The document also discusses email marketing automation strategies like dynamic content and drip campaigns. It provides examples of effective insurance email templates and discusses standard email platform features that can help insurance businesses succeed with email marketing.
Lifecycle Modeling to Increase Response Payment and RetentionVivastream
This document discusses how three companies - Martha Stewart Living Omnimedia, Publishers Clearing House, and Alliant - used lifecycle modeling to improve marketing results. It describes how a single predictive model was used at different customer touchpoints, like acquisition, retention, and online stores. The model identified behaviors that drive profitability. Case studies show how the model was applied to improve sweepstakes payment rates, direct mail response rates, renewal behavior, and insert efficiency at Martha Stewart. It also improved order screening, one-time buyer segmentation, and online prospect scoring at Publishers Clearing House. The results included increased response, payment, and revenue across various marketing applications.
1. Engagement refers to the level of interaction and commitment customers have with a brand, and can be quantified using metrics like frequency, depth, and quality of interactions over time.
2. An engagement scoring algorithm automatically measures the engagement level of customers on a 1-5 star scale based on their behaviors, and profiles customers into engaged, passive, and disengaged groups.
3. Highly engaged customers are valuable brand advocates who drive increased revenue through referrals, repeat purchases, and upsells. Maintaining and growing customer engagement should be a top priority since engaged customers are critical to business goals like revenue, market share, and reputation.
The document provides tips for using email marketing to survive an economic downturn. It recommends focusing on 6 key areas: defending your email budget, expanding subscriber lists, nurturing loyal customers, optimizing email frequency, automating revenue-generating emails, and testing programs. Specific tactics include acquiring subscribers from other channels, segmenting lists, sending triggered emails, and leveraging transactional messages. Testing is important to identify top-performing programs and continual improvement. Personalized, targeted emails are more effective than batch-and-blast approaches.
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011ion interactive
This document outlines a presentation given by Scott Brinker of ion interactive and Sally Lowery of iContact on post-click marketing strategies. The presentation consisted of three parts: 1) a post-click marketing heuristic, 2) a case study showing why the status quo was not working for iContact, and 3) best practices for landing pages with Google Instant Preview for Ads. The case study discussed how iContact improved conversion rates by 32% by implementing self-segmentation, testing brand versus product creatives, and offering multiple product options tailored to customer segments.
SaaS (Software as a Service) has singlehandedly emerged as the single largest disruption in business model in the last decade. SaaS companies suddenly made available enterprise quality technology to people (and businesses) across the world. SaaS public companies made ~$70Bn (at a ~70% gross profit) while adding ~$700Bn in MCap on the Nasdaq.
But there is one thing that sets SaaS apart. A 70% gross profit means that the every $1 of revenue can add $0.70 to your profits & $9.5 to your enterprise value. Which makes for – Pricing, the single largest needle spinner (after the product and service, of course) in a SaaS companies life. Looking for that one small thing that makes a big change? Start here.
Disclaimer: Please note that these are our views are based on our experience in being advisors and working hands-on with various organizations. They are for the limited purpose of educating the leaders of a company. The rationale and the procedure to be followed can vary significantly based on the context, stage, exact nature & size of the business.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Would you, as a marketing professional, prefer short-term profit or long-term growth?
Although the answer should be obvious, in a hyper-competitive market, subscription marketers continue to opt for the former instead of the latter.
Before discounting subscription products in an effort to increase conversions, you should consider the following questions:
• How do you know that your current discounted pricing isn’t hurting your product's long-term value proposition?
• How do you know you found the optimized price for your product?
• Is a single price point or product appropriate for all prospective customers?
• Do you know which aspect of the product customers value most?
• How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, it’s important to analyze the role that discounting plays in the overall subscription strategy.
Marketers will learn what to consider before discounting products, as well as risk mitigation strategies inherent in long-term promotional offers.
The ROI of Empowering Associates Through In-Store MobilityG3 Communications
Today’s consumers have more choices and more control than ever before. They will not tolerate less-than-stellar customer service, because they can reach into their pockets and check product reviews, prices and even purchase nearly any product in real time from an online retailer.
So what can retailers do to up their game when it comes to customer experience? By equipping store associates with mobile devices used to build relationships, not simply process transactions, retailers can have a significant impact on transaction size, conversions and even overall traffic, leading to incremental increases in sales.
In this upcoming webinar, Scott Pearson from Retaligent and Danya Rielly from Raymark will discuss the ways retailers can use mobile technology to improve store operations, boost associate productivity and empower every store associate to provide outstanding levels of customer service. Topics will include: clienteling, mobile POS and a focus on the ROI and competitive advantage that specialty retailers can attain by employing mobile clienteling.
ROI for Optimal Lead Quality for B2B Demand GenAsad Haroon
This document discusses the importance of measuring lead quality using ROI metrics for B2B marketers. It recommends tracking contact rates, quote rates, and monthly ROI to evaluate lead performance. Calculating customer lifetime value is also important to consider long-term profit from customers over years. Not all leads are equal - high quality leads from reputable sources will be actively seeking services, verified and targeted prospects. Measuring leads helps optimize budgets and improve sales conversion.
- Random forest modeling showed that history (dollars spent in the last year) and recency (months since last purchase) were the top predictors of whether a customer would visit the website after an email campaign. This intuitively makes sense, as customers who have spent more and shopped more recently are more loyal.
- The email campaign would be most successful in getting visits from these loyal customers with high history and low recency. The company should focus the campaign primarily on these customers with personalized messaging and promotions.
- Understanding which customers are most likely to visit also allows the company to better plan inventory, promotions, and pricing for an expected increase in demand from these predicted visitors. Targeting loyal customers can increase average cart size
The presentation for a session I delivered internally to our team at WUZZUF about picking the suitable pricing strategy and techniques for a SaaS product startup
SmartPak Equine uses lifecycle emails to engage customers throughout their journey. Triggered emails have higher ROI than batch emails, with triggered campaigns generating 40.2% of sales from 4.1% of emails sent. SmartPak sends 40 unique transactional and lifecycle emails per day and 10+ promotional emails monthly. Sample emails include welcome emails, order reminders, cart abandonment recovery, and post-purchase reviews. The goal is to speak to customers in a timely manner throughout their lifecycle to increase engagement, conversion and retention.
This document discusses automating email marketing success through behavior and automation. It outlines how relevant, triggered emails based on user behavior can drive higher engagement and ROI compared to batch emails. Specific rules and examples are provided, such as abandoned cart reminders, post-purchase reviews, and cancellation follow-ups. Metrics show triggered emails significantly outperforming broadcast emails in key metrics like open rate, click-through rate, and conversion rate. The presentation emphasizes designing automated email programs around customer journeys and behaviors across multiple channels to deliver highly personalized, relevant experiences at scale.
5 behavioral actions to automate silverpop behavioral marketing automationSilverpop
Presented at Silverpop's launch event in Sao Paulo, Brazil on October 24, 2012. I quick over view of behavioral marketing automation and examples of 5 customer/prospect behaviors that can drive automated marketing programs.
Mapping & Measuring the Subscriber Journeycleverbridge
The document discusses the subscriber journey for subscription businesses. It outlines key milestones in the subscriber lifecycle including signing up free users, billing subscribers for the first time, and renewals. It then discusses important key performance indicators (KPIs) associated with these milestones such as customer acquisition cost, churn rate, recurring revenue, and customer lifetime value. Calculating and understanding these KPIs is important for subscription businesses to optimize growth and profits over the long run.
Powerful subscription metrics support your business strategy. Learn how the Finance team can use specific subscription metrics and subscriber roles to increase recurring revenue, build customer relationships and drive (not just measure!) performance.
This document discusses strategies for drip marketing email campaigns. It recommends segmenting audiences based on their behavior throughout the customer journey. Triggered, automated email campaigns are suggested to welcome new subscribers, encourage loyalty among existing customers, and reactivate inactive customers. Mobile optimization is also advised as mobile readership of email continues to grow.
How to build a successful e-mail marketing campaign - Suzanna Chaplin & Warri...auexpo Conference
This document provides an overview of how to build a successful email marketing campaign. It discusses topics like creative design, sending strategy, frequency, mobile optimization, subject lines, targeting, retargeting, and optimization. Case studies are presented on campaigns for Tesco Kitchens, Matalan, and Drink Aware that analyze metrics like open rates, click-through rates, and conversions to optimize performance. The key lessons are around testing different elements, considering mobile, analyzing all metrics, segmenting lists based on behavior, and tailoring strategies for different audiences.
Email Marketing Metrics That Matter WebinarSilverpop
In this 60-minute Webinar, you'll learn the difference between process and output metrics, gain insight in how to more effectively communicate email success to management, examples of how to use metrics to drive email improvement, the impact of social media on email metrics and discover how one marketer measures and communicates email success. Will Stacy, director of marketing for Santander Consumer USA / Drive®, will explore key metrics and sample emails that are delivering substantial results, such as reduced call center volume, increased data quality, lower customer communication costs and increased online customer payments.
This document provides an overview of a discovery morning session on permission marketing. The objectives are to explore 12 key competence areas related to permission marketing, provide a self-assessment, and outline practical steps for improvement. The session will cover topics such as challenges in digital marketing, the importance of permission in marketing, best practices for data collection and management, design considerations for email marketing, and maximizing email delivery. Attendees will assess their current marketing strategies in several areas and identify opportunities for enhancement.
This document discusses key email marketing metrics and how to track them. It explains that clickthrough rate is the most important metric to measure engagement. While open rate is still important, it is not as reliable a metric due to variations in how emails are opened. Delivery rate depends on list quality so maintaining a clean list is important. The document also covers how to calculate conversion rates from email campaigns.
An entrepreneurs guide to email marketing. tips, guides, the whole nine insur...Checkr
This document provides an entrepreneur's guide to email marketing for insurance businesses. It discusses how email marketing is still very effective with high returns. It provides tips for improving click-through rates including only sending relevant content, using responsive designs, timing emails effectively, and including clear calls-to-action. The document also discusses email marketing automation strategies like dynamic content and drip campaigns. It provides examples of effective insurance email templates and discusses standard email platform features that can help insurance businesses succeed with email marketing.
Lifecycle Modeling to Increase Response Payment and RetentionVivastream
This document discusses how three companies - Martha Stewart Living Omnimedia, Publishers Clearing House, and Alliant - used lifecycle modeling to improve marketing results. It describes how a single predictive model was used at different customer touchpoints, like acquisition, retention, and online stores. The model identified behaviors that drive profitability. Case studies show how the model was applied to improve sweepstakes payment rates, direct mail response rates, renewal behavior, and insert efficiency at Martha Stewart. It also improved order screening, one-time buyer segmentation, and online prospect scoring at Publishers Clearing House. The results included increased response, payment, and revenue across various marketing applications.
1. Engagement refers to the level of interaction and commitment customers have with a brand, and can be quantified using metrics like frequency, depth, and quality of interactions over time.
2. An engagement scoring algorithm automatically measures the engagement level of customers on a 1-5 star scale based on their behaviors, and profiles customers into engaged, passive, and disengaged groups.
3. Highly engaged customers are valuable brand advocates who drive increased revenue through referrals, repeat purchases, and upsells. Maintaining and growing customer engagement should be a top priority since engaged customers are critical to business goals like revenue, market share, and reputation.
The document provides tips for using email marketing to survive an economic downturn. It recommends focusing on 6 key areas: defending your email budget, expanding subscriber lists, nurturing loyal customers, optimizing email frequency, automating revenue-generating emails, and testing programs. Specific tactics include acquiring subscribers from other channels, segmenting lists, sending triggered emails, and leveraging transactional messages. Testing is important to identify top-performing programs and continual improvement. Personalized, targeted emails are more effective than batch-and-blast approaches.
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011ion interactive
This document outlines a presentation given by Scott Brinker of ion interactive and Sally Lowery of iContact on post-click marketing strategies. The presentation consisted of three parts: 1) a post-click marketing heuristic, 2) a case study showing why the status quo was not working for iContact, and 3) best practices for landing pages with Google Instant Preview for Ads. The case study discussed how iContact improved conversion rates by 32% by implementing self-segmentation, testing brand versus product creatives, and offering multiple product options tailored to customer segments.
SaaS (Software as a Service) has singlehandedly emerged as the single largest disruption in business model in the last decade. SaaS companies suddenly made available enterprise quality technology to people (and businesses) across the world. SaaS public companies made ~$70Bn (at a ~70% gross profit) while adding ~$700Bn in MCap on the Nasdaq.
But there is one thing that sets SaaS apart. A 70% gross profit means that the every $1 of revenue can add $0.70 to your profits & $9.5 to your enterprise value. Which makes for – Pricing, the single largest needle spinner (after the product and service, of course) in a SaaS companies life. Looking for that one small thing that makes a big change? Start here.
Disclaimer: Please note that these are our views are based on our experience in being advisors and working hands-on with various organizations. They are for the limited purpose of educating the leaders of a company. The rationale and the procedure to be followed can vary significantly based on the context, stage, exact nature & size of the business.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Would you, as a marketing professional, prefer short-term profit or long-term growth?
Although the answer should be obvious, in a hyper-competitive market, subscription marketers continue to opt for the former instead of the latter.
Before discounting subscription products in an effort to increase conversions, you should consider the following questions:
• How do you know that your current discounted pricing isn’t hurting your product's long-term value proposition?
• How do you know you found the optimized price for your product?
• Is a single price point or product appropriate for all prospective customers?
• Do you know which aspect of the product customers value most?
• How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, it’s important to analyze the role that discounting plays in the overall subscription strategy.
Marketers will learn what to consider before discounting products, as well as risk mitigation strategies inherent in long-term promotional offers.
The ROI of Empowering Associates Through In-Store MobilityG3 Communications
Today’s consumers have more choices and more control than ever before. They will not tolerate less-than-stellar customer service, because they can reach into their pockets and check product reviews, prices and even purchase nearly any product in real time from an online retailer.
So what can retailers do to up their game when it comes to customer experience? By equipping store associates with mobile devices used to build relationships, not simply process transactions, retailers can have a significant impact on transaction size, conversions and even overall traffic, leading to incremental increases in sales.
In this upcoming webinar, Scott Pearson from Retaligent and Danya Rielly from Raymark will discuss the ways retailers can use mobile technology to improve store operations, boost associate productivity and empower every store associate to provide outstanding levels of customer service. Topics will include: clienteling, mobile POS and a focus on the ROI and competitive advantage that specialty retailers can attain by employing mobile clienteling.
ROI for Optimal Lead Quality for B2B Demand GenAsad Haroon
This document discusses the importance of measuring lead quality using ROI metrics for B2B marketers. It recommends tracking contact rates, quote rates, and monthly ROI to evaluate lead performance. Calculating customer lifetime value is also important to consider long-term profit from customers over years. Not all leads are equal - high quality leads from reputable sources will be actively seeking services, verified and targeted prospects. Measuring leads helps optimize budgets and improve sales conversion.
- Random forest modeling showed that history (dollars spent in the last year) and recency (months since last purchase) were the top predictors of whether a customer would visit the website after an email campaign. This intuitively makes sense, as customers who have spent more and shopped more recently are more loyal.
- The email campaign would be most successful in getting visits from these loyal customers with high history and low recency. The company should focus the campaign primarily on these customers with personalized messaging and promotions.
- Understanding which customers are most likely to visit also allows the company to better plan inventory, promotions, and pricing for an expected increase in demand from these predicted visitors. Targeting loyal customers can increase average cart size
The presentation for a session I delivered internally to our team at WUZZUF about picking the suitable pricing strategy and techniques for a SaaS product startup
SmartPak Equine uses lifecycle emails to engage customers throughout their journey. Triggered emails have higher ROI than batch emails, with triggered campaigns generating 40.2% of sales from 4.1% of emails sent. SmartPak sends 40 unique transactional and lifecycle emails per day and 10+ promotional emails monthly. Sample emails include welcome emails, order reminders, cart abandonment recovery, and post-purchase reviews. The goal is to speak to customers in a timely manner throughout their lifecycle to increase engagement, conversion and retention.
This document discusses automating email marketing success through behavior and automation. It outlines how relevant, triggered emails based on user behavior can drive higher engagement and ROI compared to batch emails. Specific rules and examples are provided, such as abandoned cart reminders, post-purchase reviews, and cancellation follow-ups. Metrics show triggered emails significantly outperforming broadcast emails in key metrics like open rate, click-through rate, and conversion rate. The presentation emphasizes designing automated email programs around customer journeys and behaviors across multiple channels to deliver highly personalized, relevant experiences at scale.
Delivering Increased Relevance and Revenue with Automated EmailsVivastream
SmartPak uses automated emails to increase relevance, revenue, and relaxation for their customers. Triggered emails account for 40.2% of email volume but generate 59.8% of sales. Automation allows SmartPak to send the right message to the right person at the right time without pushing a manual "send" button. SmartPak has seen great success with their automated email programs and continues optimizing them to better serve customers.
Automated lifecycle email messages are critical to delivering on the email marketer’s dream of the “right time, right message.” Many marketers, however, get caught in the rut of simply churning out more broadcast messages rather than adding these more sophisticated messages based on customer behavior and data.
In this session from the DMA 2012 conference, you’ll learn how to deploy high ROI, low volume triggered emails through a case study and examples from Carey Marston with SmartPak Equine. In addition, Loren McDonald of Silverpop will share best practices and additional client examples of automated programs such as:
• Cross sell and upsell
• Browse abandonment
• Cart abandonment
• Post-purchase series
• Onboarding programs
• Re-engagement programs
• And many more
Learning Points
• Email customers based on customer behavior and data
• Hear how SmartPak deployed high ROI, low volume triggered emails
• See additional examples of best in class automated email programs
Delivering Increased Relevance and Revenue with Automated EmailsKen Bonifay
This document summarizes an email marketing presentation given by Carey Marston Kegel of SmartPak and Loren McDonald of Silverpop. The presentation discussed how SmartPak increased email relevance and revenue through automated emails. Key points included how automated emails outperformed promotional emails on metrics like open rate, click-through rate, and revenue per email. SmartPak's email program was outlined, including various lifecycle and transactional emails. Sample automated emails like cart abandonment and order status emails were presented along with their performance metrics. The presentation concluded with a discussion of SmartPak's goals to further optimize their email program.
This document discusses automating email marketing success through combining behavioral data and automation rules. Some key points made:
- Behavioral marketing uses analytics of user actions, preferences and profiles to send real-time, personalized campaigns.
- Automation rules can trigger various outputs like emails, direct mail, web content based on captured user behaviors and business rules.
- An example is provided of a company that sends 40 unique transactional/lifecycle emails per day based on 14 triggered programs, generating 30% of online revenue from a 12% email volume. Their remarketing emails see much higher open/click rates than broadcasts.
- Data from multiple channels like site visits, forms, CRM can be leveraged
Silverpop digital marketing launch event sao paulo brazilSilverpop
The document discusses 5 customer behaviors that can be automated through marketing actions:
1. Join/subscribe - Welcome emails can be personalized based on web tracking behavior to onboard customers.
2. Web browse abandonment - Abandoned browsing sessions can trigger a content-based nurture series.
3. Shopping cart abandonment - Remarketing emails targeting customers who abandoned carts can increase conversion rates up to 50%.
4. Making a purchase - Upsell emails focusing on important additional purchases can convert customers.
5. Going inactive - An automated reengagement program using a series of emails over several months can reactivate inactive customers before they become disengaged.
Behavioral marketing automation that
Behavioural marketing: beyond email - 20 March 2013Rachel Aldighieri
This document provides an agenda and materials for a marketing event on behavioral marketing and email marketing. The agenda includes sessions on 5 behavioral actions to automate in marketing campaigns, understanding customers beyond their actions, emotional storytelling, and a panel discussion. Presenters will discuss topics like using customer behaviors like website browsing and abandoned shopping carts to trigger automated marketing campaigns, understanding customers as individuals beyond just their actions, and data-driven storytelling to uncover customer passions and interests. The goal is to discuss moving marketing from mass broadcasts to more personalized behavioral campaigns driven by customer data and analytics.
This document provides examples of win-back campaigns from various companies to reactivate inactive subscribers. It discusses targeting lapsed purchasers and undeliverable opt-ins. The examples encourage subscribers to reengage through incentives, emphasizing benefits, and setting deadlines. Alternative communication channels like direct mail, SMS, and on-site banners are also suggested to reach undeliverable subscribers. The document stresses understanding the target audience and desired response, as well as learning more about inactives through surveys to improve win-back programs.
Here are some key design/layout tips for cart recovery emails:
- Keep it simple - these emails should be scannable and easy to understand at a glance. Avoid clutter.
- Use large product images - Highlight abandoned products visually since images capture attention better than text alone.
- Include social proof - Add reviews, star ratings, or popularity indicators to give social validation.
- Add urgency - Use language like "Don't forget" or time-based discounts to encourage quick action before the offer expires.
- Make it easy to complete - Include prominent "Complete Purchase" buttons or links near the top to guide users to one-click checkout.
- Personalize the experience - Greet the
This document discusses email strategies for retaining customers and preventing churn. It identifies four key attributes of the evolving eCRM landscape: it is happening now, requires a different approach, is real-time, and is controlled by consumers. It provides tips for optimizing the sign-up process and confirmation email to boost engagement. Additionally, it discusses defining customer inactivity accurately and considering timing, content, context and device when re-engaging lapsed users. Lastly, it offers suggestions for improving the unsubscribe experience.
Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
Organizations are doing great advocacy and fundraising work in a variety of channels -- online, offline, and everywhere in between. With an integrated approach, all that work can add up to more than the sum of its parts, but figuring out where to focus can be frustrating.
Join Avalon Consulting and Change.org to learn the five critical strategies that will help integrate your efforts and drive the most value from your direct marketing work across all your channels, including:
* Welcoming new supporters and capitalizing on first-time donors
* Cross-channel integration best practices
* Testing and tracking multichannel efforts
[Webcast] How to Get Your Email Marketing Off the GroundSendGrid
The document provides an overview of how to get email marketing off the ground. It discusses delivering email at scale, the benefits of marketing email over other channels in terms of ROI, and key concepts to understand like deliverability before sending campaigns. Metrics for measuring campaign performance are also reviewed like open and click rates. Finally, tips are provided for growing email lists and campaigns over time through reliability, scalability and APIs.
'Right content, right time' the McAfee lead nurture programme - CRM TechnologiesB2B Marketing
McAfee is the world’s largest dedicated security technology company delivering solutions and services to end-users, private sector enterprise, the public sector and service providers. With more than 100 competitors, McAfee realised that its sales and marketing teams had to work closely together to drive revenue growth.
Using a combination of lead scoring and lead nurturing McAfee marketing decided that the best way to continue marketing to leads that were not ready to speak to a sales rep was to create an automated buyers journey.
Prospects should be put through a segmented nurturing programme giving them the right information at the right time in the buying process to enable leads to becoming sales ready over time.
McAfee turned to marketing operations agency, CRM Technologies to assist in the design, implementation and on-going refinement of the nurture programme which has led to a fourfold increase in opportunity conversion, highlighting a clear return on investment. CRM’s fundamental approach was the rationale of taking the prospect on a journey, rather than just talking to them about a product. The success of this strategy was based on the mantra of “sending the right content at the right time to the right person”.
This document discusses tips for using email remarketing to customers who abandon shopping carts. It notes that 60-70% of shopping carts are abandoned before checkout, representing a significant revenue opportunity. Remarketing to abandoned cart customers via email can yield conversion rates of up to 50%. The presentation provides suggestions for setting up remarketing campaigns, including customizing email content, testing different messaging, and considering factors beyond just recency of abandonment. It emphasizes regularly measuring campaign performance and making ongoing improvements to maximize results.
Harder-Working Models: Scoring Consumers To Achieve Multiple Business ObjectivesVivastream
This document discusses how Alliant's profitability models were used to optimize segmentation and improve response rates across multiple channels for a publisher client. The models were applied to:
1) Screen mail prospect orders and improve payment rates by combining an internal payment model with Alliant's profitability scores.
2) Segment new "one-timer" buyers before payment to increase response and conversion rates.
3) Score online prospects in real-time to target offers, improving profitability, payment rates, and partner revenue.
Testing showed minimizing online incentives for lower-ranked segments improved response rates the most. The models helped optimize response across both online and offline channels.
The death of email has been greatly exaggeratedTable19
Email Marketing. Is it on its deathbed; an ancient channel that has no place in today's marketing mix? Or one of the most effective weapons in your arsenal? At Table19 we took an in-depth look at the state of email marketing today and found that far from dying out, email marketing is actually evolving at a rate of knots. ROI is on the up, and so is projected spend. If you'd be interested to find out why, and discover the three key elements that we believe deliver the optimum email experience, just let us know.
We'd be more than happy to talk you through our findings.
Driving Loyalty through Triggered Messagingdotmailer
The document discusses how triggered email programs can drive loyalty and customer acquisition, noting that simple programs around cart abandonment can increase sales by up to 30% when messages are sent within an hour, and that automated segmentation is key to improving open and click through rates by 20% compared to non-segmented emails. It provides examples of cart recovery rates from 21-18% and recommends starting with a simple triggered program before expanding to additional automated programs.
How to Get the Most Out of Your Email CampaignSparkPost
Email marketing continues to be the foundation of the digital marketing toolkit, yet marketers could still use the medium more effectively. In fact, 96% of campaigns evaluated failed Forrester’s email user experience best practices review.*
If you are sending more and more emails, but are not seeing corresponding increases in engagement and revenue, you could be losing out on a golden opportunity to benefit from email marketing’s high success rates.
Attend this Webinar to learn:
• Current consumer attitudes toward email marketing
• How marketers can respond to end user needs
• Where existing email programs fall short
• How to increase engagement and ROI
*Source: The Best And Worse Of Email Marketing, Forrester Research, Inc., June 20, 2014
Featuring guest speaker Shar VanBoskirk of Forrester Research and Jose Santa Ana of Message Systems
Similaire à Reduce Reactivate Inactive Email Subscribers Silverpop US (20)
Tactics to integrate social and email marketing silverpopSilverpop
This document discusses using email and social media together to drive interaction and sales. It provides tips for integrating social platforms like Facebook, Twitter, Pinterest and blogs into email marketing campaigns. The tips include adding social follow buttons and sharing content across channels to boost engagement. The goal is to leverage one channel to promote the other and keep customers engaged across both email and social networks.
2014 holiday online shopping mobile trends silverpopSilverpop
As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, two out of three people now keep a mobile device within reach at all times (IBM). Checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus).
So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald covered key holiday shopping trends and tactics using email and push notifications to help remove the friction from smartphone shopping.
Consumers are increasingly researching and buying from mobile devices, and they are shopping earlier and making last minute purchases using gift cards and via multiple channels, so solidifying your email plans and programs early is especially important in 2014.
In this session, Loren McDonald, Vice President of Industry Relations, Silverpop, an IBM Company, and Meredith Gertz, Email Marketing Manager, Fabric.com, an Amazon Company, share ideas and tactics to help ensure that online retailers get the most out of their email marketing programs during the critical holiday shopping season. You’ll come away with actionable holiday promo next steps to easily integrate into your existing holiday marketing plan.
Discussion topics include:
Developing a holiday-specific welcome program
Segmentation and frequency considerations
Optimizing emails for mobile conversions
Revising templates with information about details such as shipping, return policy, and gift cards
Designing emails to better enable mobile navigation and browsing
Using content and personality to increase engagement
Creating high-converting gift card programs
Launching post-purchase programs
How to integrate your holiday subscribers into your regular non-holiday communication stream
Personalisation silverpop festival of marketingSilverpop
Back in the days of the mom-and-pop shop, you could enter a business and the owner would instantly know who you were and what you liked. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience.
Batch and blast email to behavioural marketing automation silverpop festival ...Silverpop
Contrary to popular reports, email is not dead; but it is changing. In this session, Silverpop will highlight the move smart marketers are making from batch and blast static email to behaviour-driven integrated marketing initiatives. Using case studies and examples that illustrate how transformed marketing initiatives are delivering amazing customer experiences including on-the-go mobile/smartphone marketing. Silverpop will share how leveraging customer behaviour from online browsing, offline activities, past purchases, app usage and more drives increased engagement and revenue. The session will also cover how to get more done using automation techniques to allow your marketing efforts to continue to run without your continuous manual effort.
Leveraging behavioural data for success silverpop ibm festival of marketingSilverpop
This document discusses how leveraging behavioral data can help marketers improve customer experiences and drive success. It emphasizes that big data is less important than actionable insights into individual customer behavior. Several examples are provided of how behavioral data and rules-based automations can improve marketing campaigns and reduce churn. The key takeaways are that marketers need to centralize data from all customer interactions and shift to a more behavioral approach of acting like a customer concierge based on their unique profiles and actions.
Smartphone mobile browse to buy email tactics silverpop etailSilverpop
Successfully Use Email to Close the Smartphone Browse-To-Buy Gap - presented by Loren McDonald at eTail East, August 2014
It’s likely that many people are viewing your emails and visiting your website on their smartphones. But how many of them are converting? Conversions can be negatively impacted by various factors, including clicking from a mobile-friendly email to a non-mobile website or landing page, distractions and multitasking on the part of the recipient and the awkward or time-consuming registration and payment process on a small screen.
While addressing some conversion roadblocks might require extensive website and ecommerce makeovers, email can be a key tool in helping to take the friction out of smartphone shopping.
In this session, McDonald highlighted tactics designed to make your emails an engaging (and mobile-friendly) experience that will lead consumers to keep your messages in their inboxes until they're ready to act, including:
• Use responsive design techniques
• Add an email message to your onboarding program that encourages customers to register an account and/or store payment information
• Promoting social sign-in
• Creating educational emails for your shoppers
• Re-sending
• And much more
7 email marketing programs to automate silverpop dma14Silverpop
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
Humanization content b2 b email marketing silverpop marketingprofsSilverpop
The document provides tips for humanizing B2B emails by focusing on people rather than companies. It discusses using quality, helpful content that addresses customer pains. Tips include using large readable fonts, scannable text, compelling calls-to-action, and personalizing content for individual recipients. The goal is to have a conversational tone and make emails easy for people to engage with.
This document outlines email marketing tactics for retailers to maximize revenue during the 2014 holiday season. It discusses the importance of mobile-friendly emails, targeting customers based on past purchases and behaviors, using browse and cart abandonment remarketing, and ensuring a positive post-purchase experience through follow up emails. Various strategies are presented, including making onboarding emails focus on mobile shopping tools, targeting different customer groups with tailored messaging, and optimizing the email cadence leading up to major shopping days.
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following:
Connecting revenue to the specific marketing channels and campaigns driving it
Integrating digital marketing and ecommerce systems
Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back
Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement
This document discusses strategies for increasing email engagement in today's challenging email environment. It outlines four key approaches: onboarding subscribers effectively by setting expectations and delivering personalized content; surprising and delighting subscribers with creative, relevant content; leveraging subscribers' website browsing behavior to personalize content and offers; and using a unified behavioral platform to drive individualized, real-time communications across channels. The presentation emphasizes making the subscriber experience easy and valuable through optimized design, personalized relevance, and behavior-driven personalization.
Send a blast kill a hamster email marketing silverpopSilverpop
The document discusses how sending too many marketing emails can "kill" customers like hamsters and cause them to unsubscribe. It advocates for a new approach called behavioral marketing automation that uses customer behavior data to personalize messaging for each individual customer in real-time across channels like email, mobile apps, and social media. This helps increase revenue and engagement while reducing unsubscribes compared to traditional batch-and-blast email marketing. The document provides several examples of how behavioral data could be used to tailor the timing, content and offers in communications.
Email remarketing cart browse abandonment webtrends uk silverpopSilverpop
This document summarizes an presentation about email remarketing strategies. Some key points discussed include:
- Real-time email remarketing in response to cart abandonment, site visits, and search behavior can increase conversions by capturing customer intent.
- Developing email remarketing series over multiple days, adding product recommendations and reviews, and personalizing content can improve response rates.
- Leveraging additional triggers like abandoning calculators or wishlists expands remarketing opportunities.
- Testing variables like speed, content, segmentation, and incentives can optimize remarketing performance.
Gmail tabs promotions to primary tab emails silverpopSilverpop
Since the launch of Gmail Tabs on May 29, 2013 many email marketers have been worried about how “Tabs” will impact engagement, conversions and revenue from Gmail Subscribers.
A tactical response by many brands has been to send to Gmail subscribers an “Instructions” email outlining how to move their emails from the recipients Promotions tab to the Primary tab.
While this is not likely to significantly “move-the-needle” – for brands considering this approach, here are several examples…
Shopping cart abandonment real time webtrends silverpopSilverpop
When customers abandon a shopping cart, their customer journey isn't over—and your relationship with them has just begun. Your next move is critical.
This webinar explored:
Why cart remarketing
How Webtrends Streams enables highly-relevant real-time remarketing with email marketing partners such as Silverpop
Best practices for cart remarketing.
Presenters
Rick Weithas, Sr. Solution Marketing Manager, Webtrends
Loren McDonald, Email/Marketing Automation Evangelist, Silverpop
This document provides 7 ideas for email marketing programs to implement when returning to the office:
1. Capture more opt-ins by moving forms to the top of pages instead of bottom for 516-348% increase in opt-ins.
2. Evolve welcome emails to personalized onboarding programs tailored to sign-up source and browsing behavior.
3. Remarket to shoppers who abandon carts or browsing with targeted emails for 37.6% open rate and £0.28 revenue per email.
4. Take birthday emails to the next level with personalized series and content from browsing history for increased response by 240-330%.
5. Segment subscribers based on website behavior and interests to
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
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The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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12. Some might think
we are heavy
e-mailers in regard
to frequency, but…
We tested mail frequency
over several months…
-most profitable was 5X
week
-some segments could sustain
7X
18. Tafford Inactives;
The historical perspective
Haphazardly ran reactivation campaigns
– Wanted to institutionalize
– Lots of excuses for not
– no good reasons
Occasional Survey
Quarterly “Miss You” campaigns
which continue to run
23. No Standard Definition of Email Inactive
Use your data to
define inactive
for your business
Source: Email in Action, eConsultancy & EEC, February 2012.
25. Who Stays (Who Goes?)
What to look for to create a successful inactive definition, for your business
Source: There's Inactive and There's Inactive, Eric Kirby, Magill Report, March 2012
26. Recently Took Closer Look At Data
Purchasers Most Recent Ship Date
Purchased in
Last 3 Years
45%
Have Not
Purchased in
3+ Years
55%
Opted-in Less Opt-In Date for Non-Purchasers
Than 2 Years
Ago
25%
Opted-in 2+
Years Ago
75%
26
27. Defining Inactives - Tafford
This has been a long and winding road…
– changes in product and marketing mix
Sometimes we could see
inactives – sometimes, not
Definition of “INACTIVE”
has followed this path
Started to use 12 months
openers as engaged
28.
29. Trimming the fat…
~ 42k recipients had received 160
emails from Tafford without a sniff
6.72MM habitually unopened emails
out of the 60MM sent annually
30.
31. operation: Tafford still loves you
1 month reactivation test started on 2/14/12
Test split all subscribers who hadn’t opened in
months 4-12.
– Group A received 5 emails per week
– Group B received 1 email per week but they were not
our normal email
38. Operation: Tafford’s Endless Love
Reactivation program is the only program at
Tafford that is not squarely focused on ROI
Distant, Early Warning to locate
subscribers before they are left
out in the cold as chronic non-
responders
1. re-engage
2. save email send qty
3. sell
4. parting is such sweet
sorrow
44. Tafford’s Endless Love: Results
Results are for one month
Open rate of emails even higher than in testing phase
– $/Email however is lower
Will run as is for May and re-evaluate underperforming parts
of the program
45. Tafford’s Endless Love: One Month Takeaways
Results are limited
Will have May to develop more results and re-
evaluate underperforming parts of the
program
If part of the program doesn’t work…we’ll
test something else!
52. Retail Reactivation Successes
Proactive changes in email strategy driving permission marketers
Retail industry revamping email strategy
» Recognition of customer burn-out (opening/clicking fewer emails than 4 years ago)
» “Noise” increasing in average inbox (sophistication required to stand-out)
Nicole Miller improved messaging and cut volume (1 per week, down from 3)
» Improved unsubscribe rates
» Opens rates jumped from 15% to 40%
» Email now 17% of sales (up from 10%)
GameStop split base into “general” and “rewards” customers
» Decreased email to general, increased customization and targeting for rewards customers
» High-value rewards customers opening 30% of emails (compared to 10% of generals)
Neiman Marcus increased email while stepping up use of customer data
» Better targeting drove 10% to 20% increase in open and click-through rates
» No increase to unsubscribe rates
Source: Stores Smarten Up Amid Spam Flood, Wall Street Journal , March 2012
53. After Identifying Inactives, Then What?
Options to test
The results for active subscribers:
Reduce frequency •
•
Remove bounced addresses
» Always remove hard bounces after first •
occurrence
» Soft bounces after 3 to 5 consecutive
occurrences
The results for inactive
subscribers:
Update email addresses •
» ECOA campaign
•
Reengagement campaign
» Strong offers and good, re-engaging
content
» Avoid typical promotions (drive up Results based on split IP
complaint rates) (not always necessary to
drive improvement)
Source: Delivery Rate Increases from 60% to 99% by Separating
Inactive Subscribers, Marketing Sherpa, April 2012
54. Deliverability Environment Changing
Reactivation an
imperative, (no longer a
Must be more vigilant to ensure you land in inbox nice-to-have…)
ISPs determine which emails are delivered to its users
(inbox, junk folder, dropped altogether)
Healthy bounce and low churn rates no longer enough to ensure inbox
placement
Increasing focus on engagement in email deliverability
» ISPs looking at engagement (e.g. opens, clicks, even “add to address book”
and “forward to friend”)
» Three biggest players have changed the rules of the game
Gmail’s “Priority Inbox” filters on user’s interaction with emails
Yahoo’s filtering growing more complex
Hotmail behavior-triggered filters (messages deleted without being
read, etc.)
56. Who Stays (Who Goes?)
Which subscribers have potential, which don’t?
Source: There's Inactive and There's Inactive, Eric Kirby, Magill Report, March 2012
57. Today: Inactive (Re)Analysis for SmartPak
Receives
reactivation
campaign
No longer emailing
(check purchase
activity, quarterly)
60. Minimize Inactivity with Preference Center
Good preference centers help hold onto subscribers even as their needs/ interests change…
Source: Good Preference Centers Can Hold Onto Subscribers Even as They Change, Marketing Sherpa, August 2011
61.
62. Interested In Learning More?
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop
Notes de l'éditeur
Began using “open date” as an arbiter of engagement 3+ years ago for broadcast emailStarted to use 12 months openers as engagedOther “deadwood” was left to receive “miss you” and one off reactivation campaignsPrior to 2012 we had automated welcome (4) abandoned cart (2) and post-purchase (3) campaigns(number of mailings in campaign)
Had to pick out what was important
Within the reactivation campaigns…Repurposed that saved qty on higher performing campaignsLoss of profit was about 15%
Campaign centric currently. Through re-engagement campaigns, we have reactivated about 13,000 names back onto our active mailing list. We reactivated about 5x more names when we targeted those who hadn’t opened in 6 months vs our current definition of open + purchase history.
1) Re-engage – gets them back in the program with the best chance to buy2) Save email qty – allows us to maximize messages to productive members3) Sell – we still want them to purchase…4) Parting is such sweet sorrow – sometimes we have to say goodbye but it can be sweet because if they’re deadwood than we’re just wasting $$$
Customers who have not opened, clicked OR purchased in 75 days enter into programEmail to update profileIf no activity in next 60 days (135 days), send a “Why Shop with SmartPak” customer benefits emailIf still no activity by 180 days, send 10% off “we miss you” offerNo activity within 30 days, email profile will be updated to note that the Program was completed with no activityMove into a once a month segment for 6 months, then suppress if no activityAny activity during this period will remove recipient from the Program and, if applicable, the once a month frequency.
* We have learned that it is OK to suppress these recipients from the file. Through reactivation campaigns, we win back very few subscribers and have proven that much of our inactive list is truly inactive. We have also learned that you need to have the right message as to not confuse current customers. Before we integrated purchase data into email, we only looked at open rates as our inactive indicator (customers who had not opened/clicked in 6+ months). Our first attempt at a reactivation campaign did get some recipients’ attention by us indicating that we missed them and hadn’t heard from them in a while…there was a response from customers getting our monthly automated shipments who were quite confused. We tweaked the next campaign’s messaging by focusing it solely on the fact that they had not been viewing our emails and they were missing out on great offers, healthcare tips, etc. A bit more “big brother” but there was less of a response from current customers, if any at all. Our current creative (now that we also take into account purchase history) ties a message of both email non-responsiveness and come back and buy from SmartPak. Lesson learned: know your audience and tailor your messages to all potential recipients. A reactivation campaign can certainly be confusing if the recipient is not truly inactive, and you could potentially be throwing a reactivation offer to customers currently buying from you.
*Automation and identifying these subscribers earlier in their email life to attempt to wake them up before we view them as inactive. We know we have them on our list, and it’s a problem for all companies, but how can we do something about it to prevent such a dramatic loss of recipients? Send them exclusive offers to entice them to make another purchase or open the email. Subject line and offer testing with inactives. What entices them to open and make a purchase? Looking forward to testing some programs with Loren. I would also like to set up a process that tracks these recipients. After reactivation, are they more likely to fall into the definition of inactive again? Are they serial inactive email recipients who constantly need a jolt?
* We have learned that it is OK to suppress these recipients from the file. Through reactivation campaigns, we win back very few subscribers and have proven that much of our inactive list is truly inactive. We have also learned that you need to have the right message as to not confuse current customers. Before we integrated purchase data into email, we only looked at open rates as our inactive indicator (customers who had not opened/clicked in 6+ months). Our first attempt at a reactivation campaign did get some recipients’ attention by us indicating that we missed them and hadn’t heard from them in a while…there was a response from customers getting our monthly automated shipments who were quite confused. We tweaked the next campaign’s messaging by focusing it solely on the fact that they had not been viewing our emails and they were missing out on great offers, healthcare tips, etc. A bit more “big brother” but there was less of a response from current customers, if any at all. Our current creative (now that we also take into account purchase history) ties a message of both email non-responsiveness and come back and buy from SmartPak. Lesson learned: know your audience and tailor your messages to all potential recipients. A reactivation campaign can certainly be confusing if the recipient is not truly inactive, and you could potentially be throwing a reactivation offer to customers currently buying from you.
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