MIMA Monthly November 2015 - “Tactics in Twenty: Email”
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Transcript of MIMA Monthly November 2015 - “Tactics in Twenty: Email”
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Tactics in Twenty: Email
SARA CHAPMAN | Life Time Fitness
[email protected], @schap22
KATIE SEEGERS | Sleep Number
[email protected], @katieseegers
Agenda
• Intro: why email isn’t dead
• Fundamental Campaigns
• Data Driven Programs
• Future State of Email
Email isn’t dead….
• Everyone has an email address
• Your email is the original web ID
• The most universal communication channel
• Drives social media
• Generates ROI
Why Isn’t Email Dead?
72% of consumers prefer email communication from companies
Welcome/Onboarding
• In 2008, 40% of brands sent a Welcome Message to their new subscribers. Today, 80% of brands send this type of message. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)
• The average open rate for a welcome email is 50% making them more effective than email newsletters – Marketing Sherpa
• The longer you wait to engage, the less time you have to hold onto them
• Offer up ways to engage with your brand – First time discounts
– Next steps
– Value proposition
Welcome/Onboarding
Same Day
Day 1
Day 3
Day 7
Day 14 Day 21
• Build a cadence that makes sense
• A simple thank you goes a long way – Personalize. Personalize. Personalize
• Test. Optimize. Repeat.
Abandoned Cart
• Convert high purchase intent customers and recover lost revenue
• Can help you uncover friction points in your shopping process
• Work horse campaigns – 44.1% of all cart abandonment emails are opened – SaleCycle “The
Remarketing Report: Q1 2015”
– 29.9% of clicks lead to a purchase back on site – SaleCycle “The Remarketing
Report: Q1 2015”
• Why are you emailing?
(i.e., Subject: Love at second sight.)
• Sense of urgency or discount.
• Offer similar suggestions. • Retain customer’s cart
information.
Abandoned Cart – West Elm
Continue to build your relationship
with the customer
Abandoned Cart - Nike
Win Back Program - Etsy
• Nurture customers showing abnormal periods of inactivity (i.e., Non-opens or Non-clicks > 90 days)
• Re-engage customers
• Calculate timing based on your objective. Test.
Win Back Program – Kohl’s
Email 1
Is this goodbye? Please let us know
Email 2: one week later
Reply Needed: Don’t let this be
goodbye
Win Back Program – Life Time
• Win back unsubscribed – Transactional/account updated
ONLY
– 1% re-subscribe rate
– One time only
• Risk/Reward – Risk: Prompts unwarranted
unsubscribes
– Reward: List cleanliness
Communication Preferences
• How to start?
–What are you trying to accomplish?
–Outline current sources of data
–External Preference Center (Explicit Data) • Content types or user’s interest
• Location
• Communication channel (email or text)
• Frequency? Caution!
Communication Preferences
• Keeps subscribers engaged by giving them what they want.
• Positive user experience
• Keep it simple
• Data drives email success
Communication Preferences
On-site Preference
Center
Direct from email Preference Center
Keep the experience
consistent no matter
where the origin of
update is.
Data Driven Programs
Phase 1
• One single data point
• Name
Phase 2
• Multiple data points
• Name, Gender, Birthday, Last purchase, etc…
Phase 3
• Behavioral modeling & purchases using analytics
• Behavior trends drive content, personalization, and timing
Personalized emails improve click-through rates by 14% and conversion rates by 10%. – Aberdeen Group
Phase 1
• Single data point
• Sleep Number: Bed Anniversary email
• Life Time: Birthday email
Data Driven Programs: Phase 1
Phase 2
• Multiple data points
• Life Time email header
• Sleep Number: Store Lead Nurture Series
Data Driven Programs: Phase 2
• Onboarding series • Incorporate into newsletter & others
• Nurture new leads who did not purchase after first store
• Uses data captured at store
• Product recommendations based on browse behavior
• Wish List option
Data Driven Programs: Phase 3
Phase 3
• Behavioral & purchase modeling using analytics
• Amazon Fashion: View follow-up emails
Data Driven Programs: Phase 3
Phase 3
• Behavioral & purchase modeling using analytics
• Marriott and Target
• Personalized header • Content based on
demographic
• Content based on purchase behavior
What’s next?
• Design for mobile – Common misconception mobile vs. desktop
– 100% responsive
– Designed to respond and adapt differently based on what type of device your subscriber sees it on
What’s next?
• Customer Journeys – Automation based on triggers
– Behavior drives messaging
– Start simple
What’s next?
• Beyond the channel – Utilizing other channels to communicate
– Social, Mobile, Print, etc…
Questions?