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

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

2. Marketing by hammer method

3. 200+
annually
4
per
week
1
every
1.8
days
@LorenMcDonald

4. Why
do
we
do
this?

5. Every time an email dings, an email marketer gets her wings!

6. While
it
works,
this
batch
and
blast
approach
is
a
“hope”
strategy.
@LorenMcDonald

7. So
you
have
to
ask
yourself
…
@LorenMcDonald

8. Do
I
feel
lucky?
Well
do
ya,
email
marketers?

9. It
is
time
for
a
shift
in
thinking
…

10. To
focus
on
what
the
customer
wants
to
buy,
not
just
what
we
want
to
sell.

11. Calendar-­‐based
Behavior-­‐based
4
per
week
50
per
day
@LorenMcDonald

12. Automation
gives
you
scale

13. 7

14. So
buckle
up…

15. 1.
EVOLVE
“WELCOME”
TO
“ONBOARDING”
PROGRAMS

17. Welcome
Progression
–
But
s9ll
generic
…
Immediate
3-­‐7
days
7-­‐14
days
Immediate
Stand
alone
Email
#
1
Email
#
2
Email
#
3
3-­‐part
series

18. Marrying
pre-­‐opt-­‐in
web
behavior
with
email
address.
=
Welcome
2.0
@LorenMcDonald

20. Home
Décor
pages

21. Loren
McDonald
shopperdude@email.com
shopperdude@email.com

22. oops
Generic Welcome Email
Welcome!
First email …
“jackets”

23. Onboarding
Email(s)
Welcome!
• Dynamic
based
on
specific
category
items
browsed
• 3-­‐5
emails
series
• Top
sellers/
recommendations
• Ends
with
“best
offer”

24. 2:
REMARKETING
MESSAGES

25. Browse – Sniffing Around

26. Email
Remarke9ng:
A
Huge
Revenue
Opportunity
Cart
Abandonment
-­‐ Low
volume
-­‐ High
conversion
Conversion
Browse
&
Process
Abandonment
-­‐ High
volume
-­‐ Lower
conversion

27. Prospect
Visits
Their
“For
Him”
Pages

28. Visitor
is
Put
Into
a
Simple
Program

29. “For
Him”
Browse
Retarge9ng
Email
2.2%
conv.
rate
vs
1.6%
for
Broadcast
emails
(38%
higher)

30. “Kids”
and
“Office”
Retarge9ng
Emails
UncommonGoods
now
has
8
browse
remarke9ng
emails
(2
more
samples)
Kids
Office

31. Out
of
Stock
=
Sku
No9fy
Emails
…

32. Sku
No9fy
Emails
23.9%
Conversion
Rate

33. 3:
EVENT/DATE-­‐BASED
EMAILS

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

36. Important
Dates
Reminder
Email

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

38. 4:
CROSS-­‐SELL/UPSELL
MESSAGES

39. SmartPak Upsell Emails
Customer
orders
supplements
in
buckets
for
their
horse
GOAL:
Convert
customer
to
order
supplements
in
autoship
SmartPaks

40. SmartPak
Upsell
Emails
• Focus
on
the
most
important
product
purchase

41. SmartPaks Upsell Emails

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”

43. Pellet
replenishment
email
52%
open
and
12%
click
rate

44. 5:
TRANSACTIONAL
MESSAGES

45. Transactional
messages
typically
generate
your
highest
open
rates.
Are
you
taking
advantage
of
that
engagement?
@LorenMcDonald

46. Order
Confirma9on,
Shipped
2.4%
conversion rate

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

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

50. 6:
LAPSED
CUSTOMER/
REENGAGEMENT

51. SmartPak
–
3
Step
Re-­‐Engagement
Program
51
Track
1
Track
2
Track
3

52. Re
Engagement
Email
1
Birmingham
Airport:
Hello
There!

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%

58. 7.
POST-­‐PURCHASE
MESSAGES
@LorenMcDonald

59. Teleflora
Product
Review
Request
–
Goals
• More
reviews
• Bounce-­‐back
purchase
• Set-­‐up
reminders

60. Great
offer
to
drive
repeat
purchases
and
product
reviews
PPPeeerrrsssooonnnaaallliiizzzeeeddd
CTA
to
set-­‐up
special
occasion
reminders

61. Ever
buy
ski
boots
online?
Returns
can
be
a
huge
challenge.

62. Content
to
the
rescue!
@LorenMcDonald

63. 63

64. 64

65. 57% Open rate
26% CTR
45% CTOR

66. These
marketers
all
have
a
few
things
in
common
…
@LorenMcDonald

67. They
didn’t
boil
the
ocean
…

68. They
didn’t
try
to
be
perfect
…

69. They
took
baby
steps
…

70. They
crawled,
walked
and
then
Ran.

71. So
don’t
freak
out
…
you
can
do
this
…

72. …
and
spend
more
time
on
the
beach!
go
You
here!

74. Interested
In
Learning
More?
silverpop.com
silverpop.com/marketing-­‐resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop