Optimise&thrive silverpop final
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The document discusses strategies for retail success through email marketing. It identifies three levels of email relevance, with level 3 treating each customer uniquely through personalization, segmentation, dynamic content, and event triggers. While most Australian retailers currently operate at level 1 through mass blasts, moving to level 3 can increase revenue through higher customer retention and engagement. The keys to success include leveraging customer data, engaging customers with relevant content, automating personalized campaigns, and ensuring high deliverability through reputation management and meeting client expectations.
Optimise&thrive silverpop final
- 1. Retail Success with Email as the central vehicle
- 2. Where do I need to be for success?
- 3. What does success look like?Move stock quicklyMaximise revenueWith limited resources
- 4. Success in retail is simple…right?
- 5. Industry Benchmarks & Trends
- 6. Number of emails received during a30 day period
- 7. Volume of Emails14% send NOEmails 31% are mailing 5+/month(20% less than US)9.5% are mailing 21+/month(6.5% more than US)
- 8. The Three Levels of Email RelevanceLevel 1Level 2Level 3Every recipient is treated the sameRecipients are broken into groupsEvery individual is treated uniquelyBlastPersonalisationPersonalisationSegmentationDynamic contentPersonalisationSegmentationDynamic contentEvent triggersLifecycle campaignsUser Generated ContentLevel 1 and 2 follow a marketer’s schedule. Level 3 marketers time their messages around their customers… one at a time.
- 9. The Three Levels of Email RelevanceLevel 1Level 2Level 3Every recipient is treated the sameRecipients are broken into groupsEvery individual is treated uniquelyBlastPersonalisationPersonalisationSegmentationDynamic contentPersonalisationSegmentationDynamic contentEvent triggersLifecycle campaignsUser Generated ContentReal Time Content
- 10. A nation of Level 1 blasters
- 11. Evolution of Aust Retail MarketersLevel 1Level 2Level 3
- 12. The Three Levels of Email RelevanceLevel 1Level 2Level 3
- 13. Why level 3 MattersRevenue – retention & higher engagementHigher Engagement/Conversions - RelevancyLess Resources – AutomationAvoiding blacklisting – Deliverability
- 14. 4 Keys
- 15. 1. Capture & Leverage the Data
- 18. Go Viral for more subscribers
- 19. 2. Engage With Customers
- 21. RelevancyHigh level of engagement – includes video links and blogger commentary
- 22. Top-rated recipesfrom Pillsbury Community
- 23. 3. Automate & Optimise
- 24. Fabric.comOnline retailer increases conversion rates by 40% with customer lifecycle marketing campaignsOverviewFabric.com division of major online retailer
- 25. Welcome, Birthday, Anniversary, Re-engagement programs
- 26. Cart abandonment and order reminder emails
- 27. Robust preference centre guides relevancy and frequency - has cut opt-outs by 50%*Source Baynote
- 29. DeliverabilityGetting in the InboxAlmost 95% of email messages at one point in 2009 were classified as spamReturn Path
- 30. Deliverability ChallengesThe good news: as a percentage of email, spam has remained flat.The very bad news: Overall email volume is way up so the amount of spam has gone way up too. Translation: there is a lot more crap clogging up the system.McAfee March 2010 spam report
- 31. DeliverabilitySuccessful e-mail marketing requires strategyReputationContentCustomer/Client Expectations
- 32. Checklist1. More subscribers for less2. Useful/clean Data3. Relevant Content4. Automation
- 33. Jeff Clarkjclark@engagedigital.com.auTwitter: @SilverpopWhitepapers and thought capital available at www.silverpop.comQ & A