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Consumers have different needs and expectations at each stage of the email subscriber lifecycle—from acquisition and onboarding, through a range of engagement and re-engagement tactics, to the end of an email relationship. In this session, Chad White, the Salesforce Marketing Cloud’s Lead Research Analyst and author of "Email Marketing Rules," will share advice on how to optimize each stage, illustrating his recommendations with real-life examples from Marketing Cloud’s Swipe File on Pinterest. Get inspired and come away with great email marketing ideas to steal, test, and make your own.
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Track: Email Marketing
#CNX14
#CNX14
Email Subscriber Lifecycle Strategies from the Swipe File
Chad White
Lead Research Analyst, ExactTarget Marketing Cloud
Author of Email Marketing Rules
@chadswhite
@ETswipefile
pinterest.com/ExactTarget
Track: Email Marketing
#CNX14
“Mass marketers develop a product and try to find customers for that product. But 1:1 marketers develop a customer and try to find products for that customer.”
—Don Peppers and Martha Rogers, Coauthors of The One to One Future
@chadswhite
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
To maximize the value of an email relationship, you need to cater to your subscribers’ needs and wants throughout their entire subscriber lifecycle.
@chadswhite
Track: Email Marketing
#CNX14
The subscriber lifecycle has 6 stages:
• Acquisition — signup processes through acquisition sources
• Onboarding — signup confirmation page and welcome email(s)
• Engagement — broadcast and seasonal emails
• Reengagement — win-back and other reengagement tactics
• Super-engagement — segmented, browse & cart abandonment, post-purchase, and other emails
• Transition — opt-out page, opt-out confirmation page, preference center, re-permission emails
@chadswhite
Track: Email Marketing
#CNX14
@chadswhite
Track: Email Marketing
#CNX14
What we’ll cover during the next 40 minutes…
1 2 3
Acquisition
+
Onboarding
Engagement
+
Reengagement
+
Super-Engagement
Transition
@chadswhite
Track: Email Marketing
#CNX14
Chad White
• Lead Research Analyst at the ExactTarget Marketing Cloud
• Author of Email Marketing Rules (2nd Edition released 9/2/14)
• 10+ years covering email marketing and ecommerce as researcher and journalist
@chadswhite
Track: Email Marketing
#CNX14
The Swipe File
• New examples of great digital marketing every weekEmail Swipe FileAudience Growth Swipe FileSocial Swipe FileMobile Swipe File
• Dozens of ExactTarget Marketing Cloud contributors from around the world
@chadswhite
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
The Acquisition Stage consists of the methods you use to get consumers to opt in to your email program, as well as the entirety of a confirmed opt-in process.
@chadswhite
Track: Email Marketing
#CNX14
A few Email Marketing Rules for Acquisition:
• Keep the signup process short
• Target acquisition sources close to your shopping and customer service operations
• Make your signup calls-to-actions prominent
• Make it clear that people are opting in
• Make calls-to-actions clear
@chadswhite
Track: Email Marketing
#CNX14
ExactTarget’s Retail Touchpoints Optimized report found…
@chadswhite
Track: Email Marketing
#CNX14
Zillow
• Signup call-to-action reaches mobile app users when they are engaged
• A value-add to Favorites List
• Simple Yes/No opt-in since they already have the user’s email address
Track: Email Marketing
#CNX14
E-receipt
Krispy Kreme
• Prominent on box• Exposed to signup
CTA during and after consumption
• Easy-to-remember URL goes directly to email signup form
@chadswhite
Track: Email Marketing
#CNX14
E-receipt
Krispy Kreme
• Prominent on box• Exposed to signup
CTA during and after consumption
• Easy-to-remember URL goes directly to email signup form
• But long opt-in form
@chadswhite
Track: Email Marketing
#CNX14
Olive Garden
• Takes advantage of idle time in the restaurant
• 2 ways to expose guests to signup call-to-action
• 3 ways to sign up:• Via URL• Via text• Via QR code
Track: Email Marketing
#CNX14
Olive Garden
• Another exposure post-meal
• Highlights signup incentive
• Provides a 4th way to subscribe: via paper form
Track: Email Marketing
#CNX14
Home Depot
• Opt-in request piggybacks on e-receipt
• Above-the-fold placement of signup banner
@chadswhite
Track: Email Marketing
#CNX14
Noun Project
• Subscription activation email as part of a confirmed opt-in (COI) process
• Simple, direct message
@chadswhite
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
The Onboarding Stage consists of your opt-in confirmation page and your welcome email or welcome email series.
@chadswhite
Track: Email Marketing
#CNX14
A few Email Marketing Rules for Onboarding:
• Use opt-in confirmation page as a “pre-welcome”
• Send welcome emails immediately to maximize “signup honeymoon” effect
• Send a series of welcome emails
• Make your welcome emails seasonally relevant
@chadswhite
Track: Email Marketing
#CNX14
Brooks Brothers
• After collecting just an email address, the signup confirmation page asks for more info
• Includes “opt up” opportunity to receive emails from factory stores and blog
Track: Email Marketing
#CNX14
ExactTarget’s Retail Touchpoints Optimized report found…
@chadswhite
Track: Email Marketing
#CNX14
ExactTarget’s State of Marketing report found…
@chadswhite
Track: Email Marketing
#CNX14
• Qualifying email is followed by…
@chadswhite
Track: Email Marketing
#CNX14
• Qualifying email is followed by…
@chadswhite
Track: Email Marketing
#CNX14
• Qualifying email is followed by…
@chadswhite
Track: Email Marketing
#CNX14
• Qualifying email is followed by…
@chadswhite
Track: Email Marketing
#CNX14
• Qualifying email is followed by…
@chadswhite
Track: Email Marketing
#CNX14
• Qualifying email is followed by…
Track: Email Marketing
#CNX14
• A 6-email welcome series over 6 days
• Each email is focused on one aspect of Pinterest for Business program
Track: Email Marketing
#CNX14
Walmart
• Engages with seasonally relevant imagery and messaging
• Makes the most of seasonal subscribers
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
The Engagement Stage consists of your baseline promotional mailstream—that is, your regularly scheduled broadcast emails plus seasonal fluctuations in frequency.
@chadswhite
Track: Email Marketing
#CNX14
A few Email Marketing Rules for Engagement:
• Design emails that render well across all platforms
• Use dynamic content and personalization to add targeted content to emails
• Offer subscribers non-promotional content and calls-to-action
• Send more emails when your customers are in market
@chadswhite
Track: Email Marketing
#CNX14
Percentage of B2C brands using mobile-friendly email designs
Oct. ’13 Dec. ’13. Feb. ’14. Apr. ’14 Jun. ’14 Aug. ’14 *Dec. ’14
22% 30% 30% 33% 41% 48% 70%
*prediction
@chadswhite
Track: Email Marketing
#CNX14
Reliant
• “Weekly Summary” emails about the homeowner’s energy usage
• Deeply personalized
Track: Email Marketing
#CNX14
Reliant
• “Weekly Summary” emails about the homeowner’s energy usage
• Deeply personalized
Track: Email Marketing
#CNX14
Hipmunk
• Uses B2B infographic tactic
• Educational rather than promotional
• Drives engagement with blog
• Shareworthy content
Track: Email Marketing
#CNX14
Hipmunk
• Uses B2B infographic tactic
• Educational rather than promotional
• Drives engagement with blog
• Shareworthy content
Track: Email Marketing
#CNX14
Predicted number of promotional emails retailers will send each of their subscribers
July Aug. Sep. Oct. Nov. Dec. Jan.
18 18 18 19 22 28 19
@chadswhite
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
The Reengagement Stage consists of messaging tactics designed to address subscribers who are inactive or are in danger of soon becoming inactive.
@chadswhite
Track: Email Marketing
#CNX14
A few Email Marketing Rules for Reengagement:
• Be thoughtful about defining inactivity
• Reengage with rich discounts and progressive profiling
• Send inactive subscribers emails less frequently
• Target inactives in other channels with win-back emails
@chadswhite
Track: Email Marketing
#CNX14
@chadswhite
Track: Email Marketing
#CNX14
American Apparel
• Discount coupled with progressive profiling
• Simple, direct messaging
Track: Email Marketing
#CNX14
American Apparel
• Requests info to power triggered messaging, segmentation, and personalization, BirthdayZip codeInterests
Track: Email Marketing
#CNX14
@chadswhite
Track: Email Marketing
#CNX14
Pinkberry
• Reengagement email
• In response to 3 months of mobile app inactivity
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
While reengagement reduces the risks posed by inactives, Super-Engagement fosters more opportunities with active subscribers.
@chadswhite
Track: Email Marketing
#CNX14
A few Email Marketing Rules for Super-Engagement:
• Send more segmented messages
• Set up more triggered emails including browse and cart abandonment emails, birthday emails, post-purchase emails
• Give subscribers opportunities to “opt up” to receive emails on additional topics, as part of a loyalty program, or from sister brands
• Optimize transactional emails for upsells and cross-sells
@chadswhite
Track: Email Marketing
#CNX14
Lowe’s
• Progressive profiling
• Gauging seasonal interests
• Powers segmented messages
Track: Email Marketing
#CNX14
ModCloth
• Signup anniversary email
• Sharable coupon
• Social sign-in call-to-action with promise of birthday email
Track: Email Marketing
#CNX14
Crate & Barrel
• Post-purchase email
• Care instructions
• Cross-sells bar equipment and wine and cheese accessories
Track: Email Marketing
#CNX14
Starbucks
• Loyalty program emails
• Milestone notification email
• Progressive profiling survey
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
The purpose of the Transition Stage is to avoid unnecessary damage to your sender reputation and to attempt to retain the subscriber.
@chadswhite
Track: Email Marketing
#CNX14
A few Email Marketing Rules for Transition:
• Make it easy to opt out by following the “2-click unsubscribe rule”
• Try to address the reasons that people unsubscribeToo many emailsIrrelevant emailsWant to change email address
• Be gracious as people opt out
@chadswhite
Track: Email Marketing
#CNX14
Staples
• Follows 2-click unsubscribe rule
• Option to change address
• Option to opt down
Track: Email Marketing
#CNX14
Democratic Congressional Campaign Committee• Uses
confirmation page to drive opt-overs to social media
@chadswhite
Track: Email Marketing
#CNX14
Mini USA
• Re-permission email
• On brand messaging
• Gives subscribers many options to click
Track: Email Marketing
#CNX14
Mini
• Re-permission email
• On brand messaging
• Gives subscribers many options to click
Track: Email Marketing
#CNX14
Mini
• Re-permission email
• On brand messaging
• Gives subscribers many options to click
Track: Email Marketing
#CNX14
@chadswhite
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
Questions?
Before I leave you with some final thoughts...
@chadswhite
Track: Email Marketing
#CNX14
I’m fascinated by email marketing metaphors.
I’ve heard people say email marketing is like…
@chadswhite
Track: Email Marketing
#CNX14
…theatre… dating… building a house… the Olympics… golf… baseball… fitness… marriage… raising a kid… a fire hose… craft beer branding… sex
@chadswhite
Track: Email Marketing
#CNX14
But my personal favorite is:
Email marketing is like a couples dance.
@chadswhite
Track: Email Marketing
#CNX14
In fact, the first mock cover for the 1st Edition of my book included cryptic, centuries-old dance instructions.
@chadswhite
Track: Email Marketing
#CNX14
The metaphor is apt because it has…
@chadswhite
• A beginning-middle-end• Norms built around styles• Social expectations• Practice leads to skill• Non-verbal communications
Track: Email Marketing
#CNX14
I suck at dancing.
@chadswhite
Track: Email Marketing
#CNX14
I practiced a lot for the first dance with my wife at our wedding.
@chadswhite
Track: Email Marketing
#CNX14
And I wasn’t horrible.
My point is try to be a good partner so…
@chadswhite
Track: Email Marketing
#CNX14
…when you mess up and drop that first bite of cake down your partner’s dress
@chadswhite
Track: Email Marketing
#CNX14
…she’ll give you another chance.
@chadswhite
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
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@chadswhite
@ETswipefile
#CNX14
@chadswhite
“Email Subscriber Lifecycle Strategies from the Swipe File”
Track: Email Marketing
#CNX14