Change isn't just coming to the world of email marketing, it's here. And those who don't embrace it will be left behind. While broadcast or "batch and blast" emails aren't dead, or even dying, emails that truly "speak" to each and every recipient, either by being incredibly relevant or full of personality, are certainly more than just a passing trend. Distributing these targeted and personalized emails will be critical to marketers who are trying to land in and stand out in cluttered inboxes and generate incremental revenue. In this presentation we review 20 emails that embrace the notion of sending the right message to the right person at the right time and, in doing so, gain ideas that can lead to award-winning results for your company. Some of the best-practice elements showcased include: - Reminders that make reordering a snap - Personality that makes subscribers look forward to future emails - Happy Birthday wishes with a twist - How-to messages that improve the customer experience - Content that leaves an impression while also educating and deepening the brand relationship - Personalized emails that leverage customer data and behavioral insight - And many, many more.

1. 20 Emails That Got It Right

2. Speaker and Agenda
• Loren McDonald
– VP, Industry Relations
• 20 Emails / Q&A
– Silverpop
• Resources
• Q&A
• Wrap-Up and Survey

3. Welcome Series
Email # 1

4. Welcome emails may be the most
important email your company sends.

5. Tafford #1
Welcome to the Tafford
Community

6. Tafford #2
Three Reasons You Will
Love Tafford + A Special
Offer

7. Tafford #3
Personalize Your Tafford
Experience

8. 2009 Welcome Series Indexed Results…

9. Service-Oriented Cart
Reminder
Email # 2

10. • 3-part series
• Service tone
• Human
• 50%
conversion

11. Reminder That Saves My
Marriage
Email # 3

13. Product Review Request
Step-by-step
Email # 4

15. “Famous” Happy Birthday
Email # 5

16. 10% off good
for one month

17. 2009 Birthday Campaign Indexed Results…

18. Birthday – Tell A Friend
Email # 6

19. Birthday – Tell Your Friends…

20. Birthday – Tell Your Friends…

21. Purchase Anniversary -
Reorder
Email # 7

22. Purchase Anniversary + Reorder

23. Welcome Home
Email # 8

25. Product Use Video
Email # 9

26. How-to video

27. Personality That Pulls You In
Email # 10

28. Personality – Personal & Fun

29. Real People
Email # 11

31. Maintenance Reminder &
More
Email # 12

33. Make It Easy for Subscribers
Email # 13

34. • Select flights right
from the email
• Oakland is my
preferred departure
airport
• “Popular Flights
• Search link

35. Share-to-Social That You’ll
Love
Email # 14

36. “Dough” + Valentine = Shareworthy

37. Going out of stock…
Email # 15

38. Reminders…almost out of stock
Open, CT and Conversion Rates that are
MORE THAN DOUBLE broadcast email
rates
Average Order Value is 53% HIGHER

39. Don’t Make Customers Think
Email # 16

40. Do the Math
for Your
Subscribers
- % off
- Old price
- New price
- $ Savings
- People are
motivated by
different
“discount”
math

41. Visual That Tells the Story
Email # 17

42. “We've got you covered - ash guaranteed holidays
from £142

43. Timely – Solves a Problem
Email # 18

44. - Content responds
to news coverage
- Open/CTR
significantly higher
than normal
- One of best
revenue
generators

45. Bounceback – Simple
Email # 19

46. Thanks!
• 60% Open Rate
• Nearly 3X avg
• 18.5% CTR
• 3X avg
• 7.5% higher AOV
than overall average
• 60% higher
conversion rate than
overall average

47. Testimonials That Convert
Email # 20

48. Before / After

49. Significant
Increase in:
-Orders
- Sales

50. Resources / Q & A

51. About Silverpop
• A leading email marketing /
marketing automation provider
• Email marketing
• Transactional email
• Share-to-social
• Send Time Optimization
• Landing pages
• Surveys
• SMS
• API Integrations w/ Web analytics,
personalization, reviews,
recommendation technologies

52. Resources
• Resource Center
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
– www.slideshare.net/Silverpop

53. Q & A / Contact Information
• Loren McDonald
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com

54. Thank you!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com