[PDF]the strategy and tactics you need for a world class...
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THE STRATEGY AND TACTICS YOU NEED FOR A WORLD CLASS EMAIL MARKETING PROGRAM
Email Marketing Revenue, 25%
Email Benchmarking All Other Digital Marketing Channels, 75% Email Marketing Revenue
All Other Digital Marketing Channels
Triggered Emails, 33%
Email Benchmarking Broadcast Emails, 66%
Broadcast Emails
Triggered Emails
TIP!
Test Button Text / Color
TIP! Keep them shopping!
Entrance Modal
Exit Modal
Exit Modal
Welcome Series
Results 16% Increase in new subscribers New Subscriber Sources
10% increase in Welcome Series Revenue
Welcome Series • Should be one of your best campaigns; >20% of all email marketing revenue. • Send a SERIES – introduce all your brand has to offer. Reinforce the offer. Create scarcity of offer as latency increases. • Merchandise. Personalize. Convert! • Bonus Benefit: Deliverability!
“Lite Sweepstakes”
Twitter Lead Gen Cards
Sent upon checkout
Sent 24 hours later
Tap-to-Register: User Flow
Pandora’s Tap-to-Register *Creative images for demonstration purposes only
Display Media
Back-in-Stock Alerts
Average … $6 revenue for each email sent.
Use DATA to inform better performing email campaigns to create happier, more engaged customers.
Email 1
Email 2
Email 5
3 hours after first message
1 day after first message
4 days after first message
“Your movies are waiting for you”
“Our recommended movies just for you!”
“New releases we know you’ll love!”
Highly Conversion Rate Optimized
Top Sellers Same Category Abandoned
What’s New Same Category (2010s)
DAY #1
No Product Recs
Product Recs
Product Recs + Relevant Nurture
DAY #2
DAY #3
DAY#4
DAY#5
DAY#6
DAY #1
No Product Recs
Product Recs
Product Recs + Relevant Nurture
DAY #2
DAY #3
DAY#4
DAY#5
DAY#6
DAY #1
DAY #2
DAY #3
DAY#4
DAY#5
No Product Recs
Product Recs
Product Recs + Relevant Nurture
People who bought this / bought that algorithm
Top Sellers in New Releases in Same Category Same Category as Abandoned as Abandoned Products Products
DAY#6
No Recommendations
> Recommendations >
Control
+11.6% over control
Recommendations + Relevant Nurture +19.1% over control
TIP:
Social Proof
This works well for cart abandonment emails #2 & #3 in series. Keep email #1 focused on call to action.
Browse Abandon Campaign
Shopping Cart Abandonment Open Rate: 39.5%
Click Rate: 13.1% Conversion Rate: 12.9%
Browse Abandonment Open Rate: 31.3%
Click Rate: 10.1% Conversion Rate: 1.82%
4X Volume!
How do I find more customers that look like my best customers or a segment of my customers?
Click on Audiences
Upper Right – Click on Create Audience
Click on Data File Custom Audience
Segment = Best customers who have bought Westerns
9/29/2014
38
No discounts or special offers were used 9/29/2014
39
• • • • • • • • • 9/29/2014
Input: 4,109 Matched: 2,027 Reach: 1,249 Frequency: 16 Clicks: 33 Conversions: 14 Top Line Revenue: $1,858 Ad Cost: $16.10 Cost per Conversion: $1.15 40
Recap • You only have a few good choices for acquisition
• Leverage data - merchandise personalized recommendations in Shopping Cart Abandonment and Browse Abandon Campaigns, automated recurring emails • Expand your reach with Facebook Custom Audiences and Lookalike Audiences
