#CNX14 - Email Lifecycle Strategies from the Swipe File
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The document outlines email subscriber lifecycle strategies, emphasizing the importance of personalizing communication to enhance the subscriber relationship across six stages: acquisition, onboarding, engagement, reengagement, super-engagement, and transition. It provides actionable email marketing rules for each stage and showcases examples from various brands. The overarching theme is that effective email marketing reflects a dance-like partnership between marketers and subscribers, requiring attention and responsiveness.
#CNX14 - Email Lifecycle Strategies from the Swipe File
- 1. Track: Email Marketing #CNX14 #CNX14 Email Subscriber Lifecycle Strategies from the Swipe File Chad White Lead Research Analyst, ExactTarget Marketing Cloud Author of Email Marketing Rules @chadswhite @ETswipefile pinterest.com/ExactTarget
- 2. @chadswhite Track: Email Marketing #CNX14 “Mass marketers develop a product and try to find customers for that product. But 1:1 marketers develop a customer and try to find products for that customer.” —Don Peppers and Martha Rogers, Coauthors of The One to One Future
- 3. @chadswhite Track: Email Marketing #CNX14 To maximize the value of an email relationship, you need to cater to your subscribers’ needs and wants throughout their entire subscriber lifecycle.
- 4. @chadswhite Track: Email Marketing #CNX14 The subscriber lifecycle has 6 stages: • Acquisition — signup processes through acquisition sources • Onboarding — signup confirmation page and welcome email(s) • Engagement — broadcast and seasonal emails • Reengagement — win-back and other reengagement tactics • Super-engagement — segmented, browse & cart abandonment, post-purchase, and other emails • Transition — opt-out page, opt-out confirmation page, preference center, re-permission emails
- 5. @chadswhite Track: Email Marketing #CNX14
- 6. @chadswhite Track: Email Marketing #CNX14 What we’ll cover during the next 40 minutes… 1 2 3 Acquisition + Onboarding Engagement + Reengagement + Super- Engagement Transition
- 7. Track: Email Marketing #CNX14 Chad White • Lead Research Analyst at the ExactTarget Marketing Cloud • Author of Email Marketing Rules (2nd Edition released 9/2/14) • 10+ years covering email marketing and ecommerce as researcher and journalist @chadswhite
- 8. Track: Email Marketing #CNX14 The Swipe File • New examples of great digital marketing every week Email Swipe File Audience Growth Swipe File Social Swipe File Mobile Swipe File • Dozens of ExactTarget Marketing Cloud contributors from around the world @chadswhite
- 9. @chadswhite Track: Email Marketing #CNX14 The Acquisition Stage consists of the methods you use to get consumers to opt in to your email program, as well as the entirety of a confirmed opt-in process.
- 10. Track: Email Marketing #CNX14 A few Email Marketing Rules for Acquisition: • Keep the signup process short • Target acquisition sources close to your shopping and customer service operations • Make your signup calls-to-actions prominent • Make it clear that people are opting in • Make calls-to-actions clear @chadswhite
- 11. @chadswhite Track: Email Marketing #CNX14 ExactTarget’s Retail Touchpoints Optimized report found…
- 12. Track: Email Marketing #CNX14 Zillow • Signup call-to-action reaches mobile app users when they are engaged • A value-add to Favorites List • Simple Yes/No opt-in since they already have the user’s email address
- 13. @chadswhite Track: Email Marketing #CNX14 E-receipt Krispy Kreme • Prominent on box • Exposed to signup CTA during and after consumption • Easy-to-remember URL goes directly to email signup form
- 14. @chadswhite Track: Email Marketing #CNX14 E-receipt Krispy Kreme • Prominent on box • Exposed to signup CTA during and after consumption • Easy-to-remember URL goes directly to email signup form • But long opt-in form
- 15. Track: Email Marketing #CNX14 Olive Garden • Takes advantage of idle time in the restaurant • 2 ways to expose guests to signup call-to-action • 3 ways to sign up: • Via URL • Via text • Via QR code
- 16. Track: Email Marketing #CNX14 Olive Garden • Another exposure post-meal • Highlights signup incentive • Provides a 4th way to subscribe: via paper form
- 17. Track: Email Marketing #CNX14 Home Depot • Opt-in request piggybacks on e-receipt • Above-the-fold placement of signup banner @chadswhite
- 18. Track: Email Marketing #CNX14 Noun Project • Subscription activation email as part of a confirmed opt-in (COI) process • Simple, direct message @chadswhite
- 19. @chadswhite Track: Email Marketing #CNX14 The Onboarding Stage consists of your opt-in confirmation page and your welcome email or welcome email series.
- 20. Track: Email Marketing #CNX14 A few Email Marketing Rules for Onboarding: • Use opt-in confirmation page as a “pre-welcome” • Send welcome emails immediately to maximize “signup honeymoon” effect • Send a series of welcome emails • Make your welcome emails seasonally relevant @chadswhite
- 21. Track: Email Marketing #CNX14 Brooks Brothers • After collecting just an email address, the signup confirmation page asks for more info • Includes “opt up” opportunity to receive emails from factory stores and blog
- 22. @chadswhite Track: Email Marketing #CNX14 ExactTarget’s Retail Touchpoints Optimized report found…
- 23. Track: Email Marketing #CNX14 ExactTarget’s State of Marketing report found… @chadswhite
- 24. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
- 25. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
- 26. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
- 27. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
- 28. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by… @chadswhite
- 29. Track: Email Marketing #CNX14 Pinterest • Qualifying email is followed by…
- 30. Track: Email Marketing #CNX14 Pinterest • A 6-email welcome series over 6 days • Each email is focused on one aspect of Pinterest for Business program
- 31. Track: Email Marketing #CNX14 Walmart • Engages with seasonally relevant imagery and messaging • Makes the most of seasonal subscribers
- 32. @chadswhite Track: Email Marketing #CNX14 The Engagement Stage consists of your baseline promotional mailstream—that is, your regularly scheduled broadcast emails plus seasonal fluctuations in frequency.
- 33. Track: Email Marketing #CNX14 A few Email Marketing Rules for Engagement: • Design emails that render well across all platforms • Use dynamic content and personalization to add targeted content to emails • Offer subscribers non-promotional content and calls-to-action • Send more emails when your customers are in market @chadswhite
- 34. @chadswhite Track: Email Marketing #CNX14 Percentage of B2C brands using mobile-friendly email designs Oct. ’13 Dec. ’13. Feb. ’14. Apr. ’14 Jun. ’14 Aug. ’14 *Dec. ’14 22% 30% 30% 33% 41% 48% 70% *prediction
- 35. Track: Email Marketing #CNX14 Reliant • “Weekly Summary” emails about the homeowner’s energy usage • Deeply personalized
- 36. Track: Email Marketing #CNX14 Reliant • “Weekly Summary” emails about the homeowner’s energy usage • Deeply personalized
- 37. Track: Email Marketing #CNX14 Hipmunk • Uses B2B infographic tactic • Educational rather than promotional • Drives engagement with blog • Shareworthy content
- 38. Track: Email Marketing #CNX14 Hipmunk • Uses B2B infographic tactic • Educational rather than promotional • Drives engagement with blog • Shareworthy content
- 39. @chadswhite Track: Email Marketing #CNX14 Predicted number of promotional emails retailers will send each of their subscribers July Aug. Sep. Oct. Nov. Dec. Jan. 18 18 18 19 22 28 19
- 40. @chadswhite Track: Email Marketing #CNX14 The Reengagement Stage consists of messaging tactics designed to address subscribers who are inactive or are in danger of soon becoming inactive.
- 41. Track: Email Marketing #CNX14 A few Email Marketing Rules for Reengagement: • Be thoughtful about defining inactivity • Reengage with rich discounts and progressive profiling • Send inactive subscribers emails less frequently • Target inactives in other channels with win-back emails @chadswhite
- 42. @chadswhite Track: Email Marketing #CNX14
- 43. Track: Email Marketing #CNX14 American Apparel • Discount coupled with progressive profiling • Simple, direct messaging
- 44. Track: Email Marketing #CNX14 American Apparel • Requests info to power triggered messaging, segmentation, and personalization, Birthday Zip code Interests
- 45. @chadswhite Track: Email Marketing #CNX14
- 46. Track: Email Marketing #CNX14 Pinkberry • Reengagement email • In response to 3 months of mobile app inactivity
- 47. @chadswhite Track: Email Marketing #CNX14 While reengagement reduces the risks posed by inactives, Super-Engagement fosters more opportunities with active subscribers.
- 48. @chadswhite Track: Email Marketing #CNX14 A few Email Marketing Rules for Super-Engagement: • Send more segmented messages • Set up more triggered emails including browse and cart abandonment emails, birthday emails, post-purchase emails • Give subscribers opportunities to “opt up” to receive emails on additional topics, as part of a loyalty program, or from sister brands • Optimize transactional emails for upsells and cross-sells
- 49. Track: Email Marketing #CNX14 Lowe’s • Progressive profiling • Gauging seasonal interests • Powers segmented messages
- 50. Track: Email Marketing #CNX14 ModCloth • Signup anniversary email • Sharable coupon • Social sign-in call-to-action with promise of birthday email
- 51. Track: Email Marketing #CNX14 Crate & Barrel • Post-purchase email • Care instructions • Cross-sells bar equipment and wine and cheese accessories
- 52. Track: Email Marketing #CNX14 Starbucks • Loyalty program emails • Milestone notification email • Progressive profiling survey
- 53. @chadswhite Track: Email Marketing #CNX14 The purpose of the Transition Stage is to avoid unnecessary damage to your sender reputation and to attempt to retain the subscriber.
- 54. Track: Email Marketing #CNX14 A Few Email Marketing Rules for Transition: • Make it easy to opt out by following the “2-click unsubscribe rule” • Try to address the reasons that people unsubscribe Too many emails Irrelevant emails Want to change email address • Be gracious as people opt out @chadswhite
- 55. Track: Email Marketing #CNX14 Staples • Follows 2- click unsubscribe rule • Option to change address • Option to opt down
- 56. Track: Email Marketing #CNX14 Democratic Congressional Campaign Committee • Uses confirmation page to drive opt-overs to social media @chadswhite
- 57. Track: Email Marketing #CNX14 Mini USA • Re-permission email • On brand messaging • Gives subscribers many options to click
- 58. Track: Email Marketing #CNX14 Mini • Re-permission email • On brand messaging • Gives subscribers many options to click
- 59. Track: Email Marketing #CNX14 Mini • Re-permission email • On brand messaging • Gives subscribers many options to click
- 60. @chadswhite Track: Email Marketing #CNX14
- 61. Track: Email Marketing #CNX14 Before I leave you with some final thoughts... Questions? @chadswhite
- 62. @chadswhite Track: Email Marketing #CNX14 I’m fascinated by email marketing metaphors. I’ve heard people say email marketing is like…
- 63. @chadswhite Track: Email Marketing #CNX14 …theatre… dating… building a house… the Olympics… golf… baseball… fitness… marriage… raising a kid… a fire hose… craft beer branding… sex
- 64. Track: Email Marketing #CNX14 But my personal favorite is: Email marketing is like a couples dance. @chadswhite
- 65. Track: Email Marketing #CNX14 In fact, the first mock cover for the 1st Edition of my book included cryptic, centuries-old dance instructions. @chadswhite
- 66. @chadswhite Track: Email Marketing #CNX14 The metaphor is apt because it has… • A beginning-middle-end • Norms built around styles • Social expectations • Practice leads to skill • Non-verbal communications
- 67. Track: Email Marketing #CNX14 I suck at dancing. @chadswhite
- 68. Track: Email Marketing #CNX14 I practiced a lot for the first dance with my wife at our wedding. @chadswhite
- 69. Track: Email Marketing #CNX14 And I wasn’t horrible. My point is try to be a good partner so… @chadswhite
- 70. Track: Email Marketing #CNX14 …when you mess up and drop that first bite of cake down your partner’s dress @chadswhite
- 71. Track: Email Marketing #CNX14 …she’ll give you another chance. @chadswhite
- 72. Track: Email Marketing #CNX14 Rate my session: “Email Subscriber Lifecycle Strategies from the Swipe File” Take the Survey in the Connections 2014 Mobile App @chadswhite Join the Conversation! Prizes! $50 Starbucks Gift Card #CNX14 @chadswhite @ETswipefile
- 73. Track: Email Marketing #CNX14
Editor's Notes
- #7: Presentation We want presentations to outline a complete story arc including Initial goals Iterations/pain points Lessons learned Success Future plans