Email Marketing, Lifecycle Marketing, and Selling Online

Email Marketing, Lifecycle Marketing and Selling Online

December 2, 2014

Agenda +  Introduc3ons +  Permission Marke3ng, List Growth and

SPAM Laws +  Email Campaign Types +  Defining Goals and Repor3ng +  Conduc3ng a Compe33ve Analysis +  Crea3ve Best Prac3ces +  Tes3ng and Op3miza3on +  Wrap Up

Introduc3ons

Jamie Frech, VP of Strategic Accounts at Shaw + ScoT About me: I’ve been focused on digital CRM and email marke3ng for the past 15 years. I’ve worked for brands large and small, agencies, and ESPs. I have dedicated my career to digital CRM because I love marke3ng that builds rela3onships, and the fact that you can see the impact to your business in real 3me.

Introduc3ons

About YOU! How long have you worked in the email space? What are some of your biggest challenges?

Permission Marketing +  Intro +  The Laws +  Your Responsibility +  Smart List Growth

Email is Not Dead or Dying!

+  As of 2013, there are nearly 3.9 billion email accounts worldwide, with that number expected to increase to 4.9 billion by the end of 2017. (Source: The Radica3 Group)

+  For every $1 spent on email marke<ng, the average return is $44.25. (Source: emailexpert)

+  44% of consumers made at least one purchase last year based on a promo<onal email they received. (Source: Convince and Convert)

+  BUT…Email is EVOLVING: 48% of emails are opened on a mobile device.

(Source: Litmus)

Tech Specs of an Email Message

+  The Envelope §  Address that sent the message §  Does not need to match the “from

address” §  Not visible to the recipient

+  The Header §  Provides vital key values about the

sender to the recipient ISP and email client

§  Displays rou3ng informa3on for each Mail Transfer Agent (MTA) that passes on the message

§  Carries a 3mestamp

+  The Content §  What the recipient sees in the inbox

Source: hTp://wha3smyipaddress.com/email-‐header

Permission in the USA

+  Background of CAN SPAM §  Took effect on Jan. 1, 2004 §  Focus is preven3ng the spread of misleading

informa3on and provision for opt-‐out

+  Avoid gejng into trouble by: §  Avoiding misleading headers (to, from, and sender domain must be associated to you) §  Don’t use decep3ve subject lines §  Iden3fy the message as an adver3sement §  Tell recipients where you are located §  Tell them how to get off of your list §  If they unsubscribe, honor the request promptly (within 10 days max), and do not email

them again. PERIOD. §  Monitor what other companies do on your behalf §  More info:

hTp://www.business.mc.gov/documents/bus61-‐can-‐spam-‐act-‐compliance-‐guide-‐business

USA vs CANADA

How do you stay in the inbox?

+  YOU are NOT a SPAMMER! §  If you send email that is asked for and relevant, you have nothing to worry about!!

+  Spam Complaints §  If you are sending irrelevant email or mailing to customers with ques3onable opt-‐in

status, they will vote with the SPAM buTon §  Too many complaints will land you in bulking or blacklist jail §  Keep complaints under 0.01% if possible

+  Monitor bounces §  Hard vs Som: Hard bounce is usually mailbox not found or fatal errors; Som is mailbox full

or the ISP sending you a “friendly reminder” to clean out your junk data §  Keep Hard Bounces below 3% and Total bounces below 5%

+  Know your open and click rates to see red flags §  Declining open and clicks rates indicate that you may be landing in the junk folder

Why Permission is Cri3cal to Your Business

+  Fewer people are dele3ng emails without reading them, and there is greater comfort with concept of user control

+  Permission is the cri3cal first step to a successful program

Grow Your List Organically

+  On your Website Homepage

+  What I like about this: §  Samples of what you could receive §  Fun brand voice §  Clear Call to Ac3on §  Offer for signing up §  CHOICE! Don’t like email, well you

have other op3ons


+  On ALL Site Pages

+  What I like about this: §  Persistent global footer with email opt in §  Offer CTA embedded in the form element §  CHOICE! Don’t like email, well you have other op3ons §  Love the Top Search func3on too!!


+  In Transac3onal Emails +  QR Code in Store or Offline Events (avoid collec3ng hand wriTen emails) +  On Facebook pages, YouTube Videos, Blogs

Ac3vity: List growth tac3cs

+  How do you acquire emails on your website? +  How do you acquire emails offline?

Email Campaign Types +  Promo3onal +  Lifecycle +  Transac3onal

Email Campaign Types

Promotional

Newsletters

Lifecycle

Transactional

Discounts, Sales, Product Promo3ons, Webinars Monthly Newsle;er

Abandoned Cart, Product Review, Re-‐ac3va3on, Update

Account, Surveys

Order & Shipping Confirma3on, Return Order,

Password Request


Promotional


Triggered


Transactional

What Defines Each Type and Examples

+  Broadcast Offer +  Segmented Offer +  Announcement +  NewsleTer

+  Driven by Ac3on +  Welcome +  No3fica3on +  Refer a Friend +  Win Back +  Abandon Cart/

Browse +  Surveys

+  Confirms an Ac3on

+  Order Confirma3on

+  Shipping Confirma3on

+  Gim Cer3ficate

Promotional

Triggered

Transactional

Ac3vity: list your email types

Promotional

Triggered

Transactional

35%

45%

20%

15%

60%

25%

Typical Mix

Triggered Promo3onal Transac3onal

Mix of Program Types

+  Triggered and Transac3onal Messaging should represent 50% of your revenue +  Promo3onal Messaging is less efficient but will drive revenue

OUTER RING % of Messages Delivered INNER RING % of Revenue Generated

5 More Reasons to Love Lifecycle Marke3ng

In case you need more convincing...

Open Rate

Click-‐Through Rate

Conversion Rate

Average Order Value

Revenue-‐Per-‐Email

Typical Lifecycle Email Results (Compared to Promo3onal Email Campaigns)

Ç 75% higher

Ç 1.5X higher

Ç 2X to 6X higher

Ç 3X to 7X higher

Ç 80% higher

Defining Goals +  SWOT Analysis +  Customer Profiles +  KPIs

SWOT Analysis

+  What is it? §  Formal process to reflect upon your

program

+  Why is it important? §  Helps you understand where you stand §  Helps set the stage for priori3za3on

+  Frequency? §  Once a quarter or twice a year

SWOT Analysis

Strengths

+  Brand? +  Performance/ROI? +  Size of list/program? +  Resources?

SWOT Analysis

Weaknesses

+  Limita3ons +  Challenges +  Where do you fall short?

SWOT Analysis

Opportuni<es

+  Should have at least 5 at any given 3me +  Should use opportuni3es to drive

roadmap/planning sessions

SWOT Analysis

Threats

+  Should always know your top 3 +  Should be able to turn threats into

opportuni3es

Ac3vity: SWOT Exercise

+  Each individual has 10 minutes to generate a quick SWOT of your program

+  Present to your top 3 to the group

+  Now that your SWOT is complete, how should you approach your customers?

Customer Profiles

+  Define profiles most meaningful to your business, star3ng with:

Lapsed

Inac3ve

Create Customer Profiles

Passive

New

Lapsing

Ac3ve

Registered in the past 30 days

Registered >30 days ago, opened within the last 30 days

Registered >30 days ago, opened between 30-‐90 days ago

Registered >30 days ago, opened between 90-‐180 days ago

Registered >30 days ago, opened between 180 days – 1 year ago

Registered >30 days ago, never opened between 180 days – 1 year ago

+  Define profiles most meaningful to your business, star3ng with:

LTV

Loyalty

Create Customer Profiles

Likely to ATrite

Demographic

Personas

Psychographic

Gender, Income Level, Loca3on

Social Class, Lifestyle, Personality

Cohorts of Psychographic or Demographic ATributes

Score Based on Customer Value

Score Based on Likelihood to ATrite

Highly Ac3ve Customers or a Formal Program

START EARLY! +  Key stakeholders need to determine the default and segmented versions

for all planned campaigns Determine segmenta<on strategy +  What product/category story needs to be told? +  What is the promo3onal strategy? +  Who are you targe3ng? +  What are you telling everyone else? Determine dynamic modular content +  How can we tell the product/category story? +  What are the details of the product/category story? +  What are the messaging needs?

Segmenta3on Planning and Process

Planning Ac<vity +  Who are the key stakeholders that you will need to approve your strategy? Determine segmenta<on strategy +  What product/category story needs to be told? +  What is the promo3onal strategy? +  Who are you targe3ng? +  What are you telling everyone else? Determine dynamic modular content +  How can we tell the product/category story? +  What are the details of the product/category story? +  What are the messaging needs?

Ac3vity: Segmenta3on Planning

Success Metrics Primer

Measure of success geIng message to your audience

Measure of subscriber interac3on with campaign

Measure of financial impact

Delivery Engagement Revenue

• (SubmiTed – Delivered)/SubmiTed

Bounce Rate

• Emails landing in inbox

Inbox Delivery Rate

• Unique opens/Delivered

Open Rate

• Unique clicks/Delivered

Click-‐Through Rate

• Unique clicks/Unique opens

Click-‐to-‐Open Rate

• Opt Outs/Delivered

Unsubscribe Rate

• Scomps/Delivered

Spam Complaint Rate

• Revenue from campaign

Revenue

• Orders/Unique clicks

Conversion Rate

• Revenue/Orders

Average Order Value

• Revenue/Emails delivered

Revenue-‐Per-‐Email

• Gross profit/Email cost

ROI

Email ROI

Calculate your Program ROI

Gross Revenue from Email $123,456

Total Email Marke<ng Cost $12,345

Email Marke<ng Revenue A\er Costs $111,111

Revenue from Every $1 Spent on Email (Revenue a\er Cost / Cost)

$9.00

Benchmarks

Type Metric Time Period Benchmark % Difference

Delivery Emails Delivered NA

Bounce Rate NA

Engagement

Open Rate 20.9%

Click-‐through Rate 3.4%

Click-‐to-‐Open Rate 14.6%

Unsubscribe Rate 0.14%

Revenue

Total Sales NA

Total Conversions NA

Conversion Rate NA

Average Order Value NA

Revenue-‐Per-‐Email NA

Competitive Analysis +  Approach +  What to Look For +  What to Do in Response

The compe33ve SWOT Analysis

+  Define the compe33on +  What strengths do you see? +  What weaknesses do they have? +  What opportuni3es does this present

for you? +  How are they threatening you?

How do you view the compe<<on?

Tracking the compe33on

+  Sign up for their email program §  Use a personal email address §  Consider using more than one address

+  Browse their site +  Purchase or follow calls to ac3on +  Check your email +  Categorize what you receive into email

types +  Revisit your compe33ve SWOT +  How does your program stack up? +  Create a process around tracking the

compe33ve landscape

Responding to the compe33on

+  Don’t panic §  If you are deligh3ng your customers

and crea3ng loyalty, the compe33on is just a FYI

§  You only see the surface, so don’t make too many assump3ons

+  The biggest compe33on may be internal §  Access to resources §  Budgetary cuts §  Lack of a plan

Creative Best Practices +  Overview +  Best Prac3ces +  Templates +  Mobile Considera3ons

Why a good email is hard to find

+  Successful email crea3ve requires a solid understanding of how people view and act on email messages, and how design factors can influence behavior, and ul3mately, results.

+  Current challenges to great email crea3ve include: §  Branding guidelines §  Marke3ng objec3ves §  Industry standards §  Produc3on reali3es

+  Every email is the culmina3on of a hundred

liTle decisions. Learning to quickly iden3fy the basics will enable you to then focus on eleva3ng your program to the next level through tes3ng and program expansion.

Current challenges for email

+  What works for one company or brand may not work for another. Even within a company’s email list, what resonates for one group may not for another.

+  Ever evolving delivery and rendering challenges imposed by the email service providers.

+  Interpre3ng and understanding performance metrics.

+  Integra3ng new technologies and data sources for more targeted and relevant emails communica3ons.

Believe best prac3ces are best prac3ces for a reason – implement, test, repeat.

Customize to meet your brand’s objec3ves, tes3ng results and produc3on reali3es.

The ABCs of email crea3ve

Acknowledge the current crea3ve limita3ons of the email channel.

Basic Best Prac3ces

+  Width limited to 500-‐600 pixels

+  Include an engaging system text pre-‐header with teaser statement and CTA

+  Quick links in header for immediate engagement

+  Primary real estate is the above-‐the-‐fold mark between 300-‐500 pixels ver3cally and horizontally

+  Mixture of underlined system text links and graphic CTAs throughout the email

+  Personalize content whenever possible

More Best Prac3ces

+  Use interrupters and visual prompts to guide the recipient to your desired CTAs

+  Include secondary and recovery content to increase engagement opportuni3es including cross-‐sell and up-‐sell

+  Social media push – F2F, social media outlets, SWYN, progressive profiling, surveys

+  Place site naviga3on at the footer of every email

+  Avoid dark HTML backgrounds and white system text

HTML vs Plain Text

+  Email is one of the most personal and highly visible touch points between your brand and your members, advocates, and users

+  Text only (or mostly text) is a missed opportunity to improve interac3on with your email communica3ons and improve overall performance

+  Key benefits include: §  Be;er inbox recogni3on §  Less likely to be considered spam §  Promote brand §  Complement web experience §  More flexibility for structure and content

§  Help facilitate desired ac3ons

+  The trick is finding the right balance of HTML and graphics appropriate to your brand, audience and marke3ng needs

Which One Are You?

There are two types of readers: those who look for words then images, then some who look for images then words. Your email design should account for both types.

Templates: The Founda3on of Success

A well designed & coded flexible template will:

+  Enhance the brand experience

+  Facilitate engagement

+  Simplify the campaign produc3on process

+  Minimize errors

+  Improve efficiency

Think Modular

+  A modular template is a series of stacking pre-‐designed and formaTed HTML content modules that can be:

§  Removed §  Rearranged §  Repeated

In any configura3on to best meet the needs of any program or campaign

Recommended Modules

1.  Pre-‐header 2.  Header 3.  Main Naviga3on 4.  Primary messages 5.  Secondary messages 6.  Ter3ary messages 7.  Banners 8.  Naviga3on bars 9.  Recovery zone 10. Footer

1 2 3

4

5

6

7 8

9

10

With the Basic Building Blocks

+  You can then build in targeted best prac3ces tailored to your brand.

Always start with a wireframe before jumping into design!

Templates in Full Design

Design for the Z-‐curve

+  Guide readers through an email by planning the layout so that it naturally flows with the reader’s eye movement (lem to right and back) using the “Z-‐curve”.

+  U3lize visual cues to clearly indicated your CTAs and incorporate interrupters to draw the reader’s eye to important content and offers.

+  Always remember, if a reader has made it though your email, but has not taken an ac3on, assume he or she is interested, but has not found anything to click on yet.

Dynamic content

+  There are two primary reasons to incorporate dynamic content:

§  To increase relevancy by targe3ng recipient preferences or behavior

§  Facilitate campaign produc3on & deployment by brand through a common template

+  Dynamic content can be simple system text

personaliza3on to a banner/graphic to an en3re content module

+  A well designed template should accommodate the expected ranges of dynamic content while maintaining template integrity

+  The hard work with dynamic content happens on the

backend and is greatly dependant on available data and the technical capabili3es of your deployment tool

+  Dynamic requirements should be iden3fied during the discovery process which should also include your QA tes3ng plan

+  Never populate informa3on that may have privacy and/or security implica3ons

A li;le dynamic content can go a

long way!

Design for Above the Fold

+  Need to remember there are mul3ple ways for recipients to view your emails and becomes especially challenging with image blocking, web-‐based email clients and mobile devices.

+  Recipients should be able to quickly answer with images blocked: §  Who are you? §  What do you want? §  Why should I do that?

300-‐500 pixels

300-‐500 pixels

Interac3ng with Email

+  Email recipients take a few seconds to decide if email is worth taking a closer look. Over 50% of the recipients do not scroll

+  People generally read lem to right, top to boTom

+  Readers click all over the place including non-‐clickable areas

+  The first paragraph is usually the most read

+  Recipients don’t usually read en3re sentences or headlines

What is Your Recipient’s Content Tolerance?

+  The purpose of almost all email messages is to facilitate engagement and guide the recipient to take an ac3on on a web page whether a landing page or website.

+  Generally, the most effec3ve way to do this is to highlight cri3cal content that is easily scanned and supported with secondary content.

+  Challenges to success include inbox compe33on, emerging communica3on channels, changing consumer habits and rendering issues

+  There are several factors to consider when trying to determine your customers’ email content tolerance.

§  Brand enthusiasm §  Message cri3cality §  Predicted rendering device §  Historical data

Not enough?

Too much?

Tips for email copy

+  Remember, this is a one-‐to-‐one communica3on – personalize where appropriate

+  Use bullets, call-‐out sec3ons, and accented text to communicate your message clearly and easily

+  Priori3ze content with the most strongest (primary incen3ve, relevancy, etc.) point first followed by secondary points

+  Calls to ac3on should have the three C’s: clear, compelling and clickable

+  Email recipients rarely see an email its en3rety, therefore informa3on hierarchy is cri3cal with the most important towards the top working down

Anatomy of a great subject line

Don’t… +  Use overuse words like

FREE, ACT NOW +  Use excessive capitaliza3on +  Use very long, wordy copy +  Go for the quick sell at the

expense of rela3onship +  Mislead the reader

Do… +  Make it relevant +  Front-‐load benefits and ac3on

words +  Refer to brand and/or known

items of interest or products owned

+  Refer to the nature of the offer +  Use words like “you” and

“your” to imply personaliza3on +  Conven3onal wisdom says

subject lines should be <45 characters

Test… +  Long versus short +  Exclusivity (secret sale,

private offer) +  Personaliza3on (name or

known products of interest)

+  Humorous/cheeky +  Mysterious/teaser

[Ac<on] + [Relevance/Urgency] + [Personaliza<on] + [Brand Reference] [Check] + [the latest scores for] + [your <Favorite team>] + [at <Newspaper>]

Include a Pre-‐Header

+  View online & view mobile versions prompts

+  Engaging teaser system text statement

+  System text CTA +  Safe sender prompt for welcome

message

A graphic postcard’s best friend

+  Images blocked

+  Images enabled

System text header naviga3on or links

+  Images enabled

+  Images blocked

Always have a back up plan!

+  Naviga3on bar +  Social media

+  Promo3onal banners +  Logo

More examples

+  More recovery zone examples:

Source: wwww.emailclientmarketshare.com, and PEW Internet Study, 2013

Mobile considera3ons

₊  90% of Americans are mobile phone users.

₊  52% of Americans use their mobile devices to send and receive email.

₊  21% of Americans mobile owners are “cell-‐mostly internet user and 1 in 5 are self-‐iden3fying as cell-‐only internet users

₊  Worldwide tablet shipments will climb from 256 million in 2014 to nearly 321 million in 2015 … while desktops and laptops will experience decline, from 276 million to less than 262 million.

An almost impossible crea3ve challenge

+  One of the big issues is finding a common set of guidelines to support mobile message design: §  HTML Support §  Images On Automa3cally §  Preview Text §  Auto-‐Scale Width §  Font Scaling

§  Generally, not cost effec3ve or prac3cal to support every device

§  Make sure you understand your data to determine the right approach

§  Tools like Litmus, Return Path, and Email on Acid will help provide this data

Designing for success

And, another thing…

A mobile friendly message ideally connects to a mobile friendly website. It does not make much sense to focus on one without the other.

Adding social media to the mix

+  Individuals who use Facebook or TwiTer at least 1x per week are 38% more likely to open email promo3ons*

+  Social media makes people consume more, not less, email*

+  A year ago, probably ~ 18% of email subscribers regularly visited social network +  Now, closer to ~62%*

+  Email and social media naturally

complement each other by empowering customers to tailor the rela3onship to their preferences +  Enables more opportuni3es for you

to “con3nue the conversa3on”

* Source: StrongMail Systems Inc. Best Prac3ces in Email Deliverability: Put the Ac3on in Transac3onal Email, 2006

Share with your network

Source: BizReport : February 24, 2009, “Is SWYN the new FTAF?”

Key considera3ons when developing SWYN:

+  What drives customers to share? §  Contribu3ng to the conversa3on §  Self-‐Interest §  Altruism §  Valida3on §  Affinity

+  What makes content shareable?

§  Trustworthiness §  Tribal interests §  Simple and obvious §  Ease of sharing §  Social acumen and adop3on among

subscribers §  Creates value §  Reward/Incen3ves §  Content

How to make social media work

Make it easy: +  Use a bright buTon/graphic with text

link to grab the most eyes +  Keep steps to a minimum

Make it fun: +  Keep language simple & upbeat! +  Avoid long-‐winded instruc3ons or copy

that might make “sharing” sound like “work” to the user

Make it benefits-‐focused: +  Focus on relevant, user-‐oriented

benefits to inspire organic sharing +  Stay away from company-‐oriented

benefits and impersonal copy that sounds “spammy”

Last, but not least…

+  Above all, test and validate your email using a checklist tailored to your program

+  Even the smallest error can be a costly disaster

Quality Assurance Checklist

ü  Validate client requirements

ü  Check for spelling errors ü  Check for grammar errors

ü  Validate HTML

ü  Check links & alt tags ü  Validate browser compa3bility

ü  Test in major email clients and browsers

ü  Confirm promo and tracking codes

ü  Confirm dynamic content logic

ü  Repeat

Creative Best Practices +  Email Makeover

Email evalua3on

+  Missed opportunity in pre-‐header to highlight offer and suppor3ng CTA

+  Email width is 650 pixels. Target width should be 500 to 600 pixels as there is a risk the right side of the email may not be visible

+  Informa3on hierarchy and organiza3on should be structured so there is a clear path the eye should follow. The two sides of the email conflict with each other

+  Recipient likely has to scroll to find the primary CTA as they both likely both below the fold, and there are no text CTA alterna3ves

+  No recovery content and CTA as well as no naviga3on bar

Email with images blocked

+  Balance of system text and graphics is essen3al §  Up to 59% of users have

images blocked §  Around 33% of users

frequently view their emails in mobile devices and 59% on occasion

§  Up to 50% of users don’t make a habit of scrolling

+  Remember the three ques3ons every email recipient should be able to answer with images blocked: §  Who are you? §  What do you want? §  Why should I do that?

Crea3ve makeover

+  The big reveal!

Blocked images comparison

+  It is important to have a strong balance of graphics and system text

+  An email recipient should always be able to recognize the primary message and suppor3ng CTA without images enabled

TBD

Top 5 enhancements

1.  Modified pre-‐header highlights main offer with mul3ple suppor3ng CTAs

2.  Quick links naviga3on bar for those ready to take an immediate ac3on plus suppor3ng system text teaser statement

3.  Reorganiza3on of content for quick scanning, alignment on the lem to ensure display in preview browsers, stronger balance of graphics and system text and inclusion of mul3ple text CTAs within the recommended above the fold mark

4.  Alternate naviga3on links and reinforcement of brand for recipients engaged, but have not taken the primary CTA

5.  Subscrip3on Center to enable recipients to update contact details and preferences plus addi3onal subscrip3on informa3on

1

2

3

4

5

Designing for the subconscious mind

+  Guide readers through an email by planning the layout so that it naturally flows with the reader’s eye movement (lem to right and back) using the “Z curve”

+  U3lize visual cues to clearly indicated your CTAs and incorporate interrupters to draw the reader’s eye to important content and offers

+  Always remember, if a reader has made it though your email, but has not taken an ac3on, assume he or she is interested, but has not found anything to click on yet

Ac3vity: let’s evaluate email crea3ve

+  What is good about this email? +  What could be improved?

Testing and Optimization +  Why Test? +  What to Test? +  Examples

Why do you need to test?

+  Your business evolves over 3me as does your customer response

+  Understand where to invest, and if your program is incrementally profitable +  Stagnant programs yield stagnant results!

Reminder 2 1 week after reminder 1

Reminder 2 48 hours after reminder 1 A B VS


Reminder 3 2 weeks after reminder 2 A B VS

Reminder 1 24 hours after day 0

Reminder 1 48 hours after day 0 B VS

Testing

Day 0 ASAP Send as soon as abandon

event recognized

Day 0 X Hours Test latency of 2, 4, 6 or 8 hours A B VS

A

What should you be tes3ng (basics)?

+  Offers §  % off vs $ off §  Value of offer §  Expira3on date of offer §  Loss leader offer

+  Timing §  Time of day §  Day of week §  Timing since last purchase/ac3vity §  Timing between messages in a series

+  Content §  Does purchase history maTer? §  Does price point maTer? §  Does the order of the content maTer?

Offer tes3ng

+  Loss leader—Boden! +  Test the dura3on of the

offer 3ers +  Creates a sense of urgency

to get the beTer deal

Timing tes3ng


Reminder 2 48 hours after reminder 1 A B VS


Reminder 3 2 weeks after reminder 2 A B VS

Reminder 1 24 hours after day 0

Reminder 1 48 hours after day 0 B VS

Timing

Day 0 ASAP Send as soon as abandon

event recognized

Day 0 X Hours Test latency of 2, 4, 6 or 8 hours A B VS

A

Content tes3ng

+  ModCloth currently and consistently includes Dresses, New Arrivals and Sales in their naviga3on

+  Test alterna3ve links: §  Suppor3ng primary

content §  Supplementary to

primary content §  Dynamic based on

subscriber click ac3vity

Make tes3ng part of your plan!

+  If you have falling open rates, test subject lines

+  If you have falling click rates, test content

+  If you have falling conversions/

revenue, test offers and 3ming

+  Use campaign level hold outs to determine incrementality

Building a test plan

+  Step 1: Have a hypothesis §  Example: Conversion rates will increase by x% if we include an offer in

our newsleTer

+  Step 2: Document your approach

§  Example: 50% of our high value customers will see a banner that has a 5% off offer, 50% will not see the banner

+  Step 3: Define your success metrics §  Example: 30 days amer the launch we will compare conversion rates of

the two groups

+  Step 4: Run the test

+  Step 5: Analyze the results

+  FINALLY: Implement the winner!

Ac3vity: build a test plan

+  Hypothesis +  Approach

+  Success Metrics

Extra Stuff to Take Home +  Holiday Guide +  Look Book

A liTle gim to take home

+  Shaw + ScoT Holiday Guide and Checklist: §  hTp://shawscoT.com/ssBooks/S+S_2014HolidayGuide.pdf

+  Shaw + ScoT Crea3ve Look Book: §  hTp://shawscoT.com/ssBooks/S+S_EvolvingtheInbox2014.pdf

Thank you Jamie Frech VP, of Strategic Accounts 734.223.5994 [email protected]

Email Marketing, Lifecycle Marketing, and Selling Online

Marketing

Transcript of Email Marketing, Lifecycle Marketing, and Selling Online