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7 New Email
Marketing Tactics
You Have to Use
in 2010
L ooking for a marketing edge to pull you ahead of the competition next year?
Well, if you’re planning on the same old, lame and cold email campaign, forget it.
With the growth of email marketing flooding inboxes, the pressure has never been greater
to deliver highly compelling and creative communications programs. With more companies
sending out more emails, you’ve got to do more to position your program above the
competitive fray.
Here are seven email marketing tactics that will help you better engage customers and
drive revenue in 2010.
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If you want your content to go viral, you’ll have to make sharing worth the for extended periods of time. Some companies even include an incentive
effort. Give customers a good reason to share your promotional emails to finalize purchase of the abandoned items. You can also introduce two
with their friends. Turn them into a powerful extension of your acquisition or three other high-margin, related products that the recipient may find
and awareness efforts, helping you to reach highly qualified prospective interesting to further increase message relevance and drive revenue.
customers who share the same interests as your brand’s most engaged
email recipients. Done correctly, social sharing is well worth the effort—
Silverpop research estimates that a posted email message has an average “We are very pleased with the results of implementing a cart
increase in reach of 24.3 percent.4 abandonment program. We typically see a 25 percent conversion rate on
personalized transactional messages focused on items left in carts.”
3. Web Analytics — Carolyn Nye, marketing manager, S&S Worldwide
In a crowded marketplace increasingly demanding relevance, optimizing
integration between your messaging and Web analytics platforms is vital to
communicating with customers, improving loyalty, accelerating the conver- 4. Send When the Recipient Is “In”
sion process and driving measurable increases in marketing ROI. In short, What’s the best time to send customers email? For years marketers have
this integration enables a two-way, action-oriented flow of information that agonized over this question. Different preferences among users compli-
allows you to more efficiently target and trigger campaigns based on Web- cated the situation, a fact highlighted by research that indicated that 34
site clickstream data—i.e., the details of how visitors interact with a Web percent of U.S. Internet users check their email “throughout the day,” while
site. Using Web analytics data enables you to better understand your cus- 23 percent prefer to read their messages “as soon as they wake up,” and
tomers’ needs, improving your ability to effectively target and engage them.
others indicated email was top of mind right when getting home from
One particularly effective way of combining Web analytics and email is work, during lunch and right before bed.5
to run a shopping cart abandonment campaign. Let’s say a customer
Now, a new technology called Send Time Optimization can analyze recipi-
visiting your Web site begins the process of making a purchase, but fails
to complete the transaction. Marketers that implement triggered email ent behavior on a rolling basis to predict the ideal email delivery time for
campaigns to send a reminder message encouraging customers to return each address on your mailing list. The system then individually delivers
and complete the process have experienced tremendous results. To messages to recipients at the precise day and time they’re most likely to
increase the urgency of the call to action, inform your customer that the be in their inboxes. By decreasing the chance that an email gets buried in
shopping cart will expire or that items are not guaranteed to be available the inbox, open, click-through and conversion rates increase.
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Scheduling delivery at the optimized time also solves international mailing of coordinating setup across multiple aggregators or application. However,
challenges. With a single send, messages are delivered at the optimal time, a select group of marketing technology providers can do the work for you,
worldwide, eliminating the need to schedule multiple sends across time zones. enabling the delivery of content to mobile operators around the world.
6. Lifecycle Marketing
5. SMS and Email Unsophisticated email campaigns treat all people the same, regardless of their
In today’s media-saturated universe, you have to reach customers every which interest level and lifecycle stage. But to strongly engage customers and gener-
way you can. With 1 trillion text messages sent per year in the United States ate improved return on investment, you need personalized messaging that
alone, more than 3.1 billion people using cell phones globally and 40 percent targets specific segments within your customer base, thereby communicating
of major brands using text messaging campaigns to engage customers,6 now with them more effectively than just blasting everyone with the same message.
is the perfect time to work SMS into your multichannel marketing mix.
Despite the advantages of lifecycle marketing, many marketers are con-
Despite the upside, some marketers are hesitant to invest in mobile marketing, fused about where to begin and are concerned about the additional work
either because they don’t know where to begin or they don’t want the hassle required to implement a one-to-one strategy. If you’re not sure how to get
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started, try splitting your list into three simple groups, each with unique Rather than focusing solely on open and click rates, monitor an email’s
goals that align with the customers’ mindsets for each lifecycle stage. effective rate—the percentage of people who click after opening—to gain
a better measure of your message’s relevance. This is a powerful metric for
• New Customers—email recipients who have expressed some gauging the success of retention and loyalty-based campaigns. High effective
desire for communication rates indicate that your message content was relevant to those who open the
• Unique goals: moving them to opt in to receive regular messages message. Conversely, low effective rates mean your content isn’t sufficiently
from you, visit your Web site, make an online purchase or visit a targeted to recipients willing to take the time to glance through your messages.
retail location
• Ideal messaging for achieving these goals: educational campaigns, Conversion rate is obviously an important metric. If you find your conversion
welcome messages, promotions for first purchase rates are lagging, make the call to action clearer and more prominent; design
• Engaged Customers—consumers who are actively involved with attractive, focused landing pages that match your brand and email campaign;
the brand and expect to receive communications and, potentially, and make the process easy by prepopulating forms with the person’s informa-
promotions from you tion when possible.
• Unique goals: maintaining or increasing purchase levels, strength- Savvy marketers realize that you can only achieve solid improvements on
ening loyalty, encouraging recommendations to friends, and the campaign elements that you actually take the time to measure. If you’re not mea-
delivery of efficient customer service suring campaign performance, you’re missing out on key insights that can create
• Ideal messaging for achieving these goals: renewal notices, trans- happier customers, improve results and prove your marketing team’s value.
actional emails with upsell or cross-sell offers, special promotions
for top customers
• Lapsed Customers—people who have stopped opening and click- “Through careful data analysis and testing, we have been able to fine-tune
ing your emails or who no longer make purchases how to communicate to our subscribers using targeted emails, resulting in
• Unique goals: gaining an understanding of their concerns, attempt- a 5X increase in open rates and a 7X increase in click-through rates, thus
ing to re-engage them with the brand, and preventing them from creating a more loyal customer base and driving $500K in online ticket
switching allegiance to another company sales annually via email.”
• Ideal messaging for achieving these goals: surveys that identify — Kristie Cobb Hacke, vice president of development,
reason for lack of engagement, incentives to revisit the Web site, Georgia Aquarium
promotions to encourage purchases
As with many elements of sophisticated email marketing programs, the key Conclusion
to lifecycle marketing is getting started. The more you deliver relevant, tar- Before the dawn of the Internet and Web 2.0, a marketer needed only capture an
geted messages to prospects and customers, the better your results will be. audience’s attention with an appealing ad to be successful. But today we live in
a world that demands much more of marketers. People are exposed to around
7. Metrics That Measure Engagement 5,000 ads a day. When connecting with customers using any of these seven
Monitoring more sophisticated metrics helps you quantify the performance email tactics, you’ll want to make sure to coordinate messaging across multiple
of your marketing initiatives. Armed with this data, you can act on your channels, conveying a consistent and personalized experience. By using a mar-
insights and make adjustments to your strategy as needed. Yet 59 percent keting solution that’s integrated with other channels such as email, landing pages
of email marketers only use basic metrics such as opens and click- and social media, it’s easy to spread your message wide, but keep it focused.
through rates,7 failing to properly measure engagement and missing an
opportunity to improve their understanding of customers and prospects, By employing the seven email marketing techniques outlined here, you’ll
tighten the efficiency of their marketing programs and be better able to engage customers in a way that sets you apart from the “noise” that’s currently
defend their budgets and emails’ worth. overwhelming consumers, increasing brand loyalty and profits in the process.
To avoid drowning in a statistical deluge, don’t try to evaluate every possible Footnotes
1- “Social Networking Sites: Defining Advertising Opportunities in a Competitive
data point. Select a measurement you believe would have an impact on your Landscape,” Jupiter Research, March 2007
program and focus on that. But don’t make your focus too narrow, relying on 2- “The ROI of Email Relevance,” Forrester Research, Sept. 2009
the measurement equivalent of a snapshot. Instead, develop a more holistic 3-“Targeting Influential E-mail Subscribers,” Jupiter Research, July 2008
4-“Email Goes Viral: Measuring ‘Share-to-Social’ Performance,” Silverpop, 2009
view of results, observing how metrics trend over time, the implications of 5-AOL/Beta Research Corporation study, June 2008
anomalies and outliers, and what changes can be made to improve results 6-Airwide Solutions independent survey of 50 brand-name companies, Feb. 2009
and increase satisfaction and ROI. 7-“Benchmark Your Email Organization,” Forrester Research, Oct. 2008
To find out more about Silverpop’s Engage solution and how it can benefit your company, please contact us toll-free at 1-866-745-8767
or email us at info@silverpop.com.
Visit us at www.silverpop.com
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