Beyond gmail tabs increasing email marketing engagement silverpop
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Transcript of Beyond gmail tabs increasing email marketing engagement silverpop
• Strategies for increasing engagement in the challenging inboxes of today and tomorrows of today and tomorrow
Beyond Gmail Tabs:
Loren McDonald, Silverpop
Gmail Tabs: Zombie Apocalypse? Or …
… Big Yawn?
Active Gmail users read moreGmail Engagement Level
Read Rate Before Gmail’s Tabbed Inbox
Read Rate After Gmail’s Tabbed Inbox
High 58.6% 60% (+2.11%)Medium 10.6% 10% (-7%)Low 2.2% 0.4% (-81%)
Source: ReturnPath research
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But let’s move on … this session is “Beyond Gmail Tabs…”
Only 1 of many challenges!!!!!
Today’s Menu
Inbox Challenges
Subscriber-Focused AntidoteQ & A
Trends Affecting the “inbox”
Onboarding – Start them off on the right foot…
Devices / Screens
Mobility / Context
Mobile Apps
ISP FeaturesChannel Alternatives
Cadence
Distracted Consumer
Trends Affecting
the “Inbox”
Multiple devices used by your subscribers …
Small Medium Large
Leads to “screensize-apalooza”
iPhone2.3” wide
Galaxy Note II3.2” wide
Nexus 77.3” wide
BB Bold2.6” wide
iPad Mini5.3” wide
Excite 138.5” wide
Source: Justin Jordan, Litmus
Mobile is more than just design – “context”
Mobile apps for email add to the craziness
ISP/Web client controls
Growing channel alternatives
Nov 181 week beforeThanksgivingDay
Jan 2
Dec 25
51emails
37emails
T-DayTo
XMAS
Increased sending cadence from competitors
Increasingly distracted / multi-tasking consumers
But don’t freak out about what you don’t control
… rather, focus on what you DO control!
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And creating more compelling customer-focused emails …
So, how do you break through to subscribers?
Onboard Subscribers
Create A Great User
Experience
Surprise & Delight
Subscribers
Increase Relevance for
Each Subscriber
Four Approache
s
Onboarding: Start subscribers off on the right foot
Onboarding – Start them off on the right foot…
Tell subscribers
what they are going to get …
and then deliver on
your promise.
Ask for More Information
Welcome Progression – But still generic …
Immediate3-7 days
7-14 days
Immediate
Stand alone
Email # 1Email # 2
Email # 3
3-part series
Cruise Site
Caribbean Mexico Alaska
Email Sign-Up
Welcome Email 1
Welcome Email 2
Mexico Offer
Welcome Email 3
Hawaii
BrowseGenericContent
Ooops
Email Sign-Up
Welcome Email 1
Welcome Email 2
Welcome Email 3
Welcome Email 4
Or you try to convert them on Alaska Cruise
Alaska offer – w/deadline
Includes current Alaska cruise offer
Includes survey/progressive
form
Includes current Alaska cruise video /
Testimonials
Using Web Tracking – marry browse behavior to email address
User Experience
Surprise and Delight
This Not This
Don’t make it hard for subscribers
Shipping Options – Return Policy – Gift Cards – 1-888-555.1212
Adding obvious navigation links during holiday season
Calculate everything for the consumer
Don’t make them think …
Answer obvious questions IN the email
Pre-Headers – Use Them to Your Advantage
Pre-header text continues from the
subject line question.
Do you have the touch?
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Old mouse New mouse
Clean, simple HTML buttons
Responsive Design
Surprise and Delight
Surprise and Delight
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Add some “white space”
51 emails46 days
But what are you going to do for me?
Pumpkin content “treat”
Pick Your Fit: Jeans for Every Guy
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Get creative, use personality and humor
Get creative, use
personality and humor
Relevance – Leverage Behavior
Surprise and Delight
The Decisive Moment
"To me, photography is the simultaneous recognition, in a
fraction of a second, of the significance of an event as well as of a precise organization of forms
which give that event its proper expression.”
Henri Cartier-Bresson
To know a person … watch what they do, not what
they say.
Danny Santagato
Subject Line PersonalizationFirst name personalization
Personalized Content Name and contact info for each customer’s personal rep
Dynamic Subject LinesThe subject line changes based on the type and duration of club membership
Individualized Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links
E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases
Website-driven ContentDirectly track each customer’s Web activity and prompt them to visit new areas of the site
Send Time OptimizationThe message arrives in each individual’s inbox at precisely the time that individual is most likely to check email
Data-driven Dynamic ImageImage is selected based on demographic and profile info
Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase
Truly Individualized Email Messaging
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Birthday Email
2.0
Browse behavior-based retargeting
Visitor is Put Into a Simple Program
“For Him” Browse Retargeting Email
2.2% conv. rate vs 1.6% for Broadcast emails
Likely to Churn Behavior Triggers Content/Contact
Subscriber
Activated their System
Annual Churn ~13%
Power User
Arms their home security system regularly
Annual Churn ~8%
Notification User
Receives text/email messages for alerts in their homeAnnual Churn ~5%
Super User
Uses interactive services regularly
Annual Churn ~1%
Summary
Start subscribers off
right
Make it easy to do what
customers want
Wow subscribers
with awesome content
Leverage behavior to
drive individual relevance
A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of system or vendor,
into a single view that drives individualized, real-time content through the most appropriate channel.
Silverpop is the digital marketing platform that delivers superior overall return on relationship
powered by the deepest insight into the way customers behave.
Interested In Learning More?
www.silverpop.comsilverpop.com/marketing-resources
www.slideshare.net/silverpopTwitter.com/silverpop
Facebook.com/silverpop
Questions / Thank YouPresenter 1TitleCompanyPresenter 2TitleCompany
Loren McDonald
– Twitter: @LorenMcDonald– G+: +Loren McDonald– Pinterest: intevation
www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com