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AMA-DC HowTo

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vertexcomm

This document discusses using email marketing to develop a lifecycle messaging program. It outlines various strategies for collecting email addresses, segmenting lists, nurturing leads over time, and re-engaging past customers. The goals are to send the right message to the right people at the right time and get consumer insights to improve engagement and reduce unsubscribes. Measurement is important to test different approaches and understand what content resonates with audiences.

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Lifecycle Messaging Using Email Marketing
Who are we? Andy Roberts Jen Swafford Co-Founder National Accounts Manager 240.238.4200 301.668.3490 andyr@vertexcommunication.com jswafford@vertexcommunication.com
Goals for Todays “How To” • Develop an email marketing Lifecycle Messaging program • What to measure in Lifecycle Messaging • Get consumer insight • Establish strategies to communicate the right message at the right time • Have fun!
AMA-DC HowTo
AMA-DC HowTo
• EMAIL COLLECTION AT PURCHASE • ON SITE/IN STORE • CALL CENTER • POLL • TEXT TO EMAIL • PARTNER • WEBINAR • FACEBOOK SIGNUP • APPS • “HOWTO” SERIES • WHITE PAPER • SWEEPS • WEBSITE • BLOG SIGNUP • LIST RENTAL • SEARCH LANDING PAGES
Why do you sign up for email?
AMA-DC HowTo
• PREFERENCE CENTER • NEWSLETTER • BLOG • LEAD NURTURE • PRODUCT UPDATES • PROMOTIONAL • WELCOME SERIES • SET EXPECTATIONS • WELCOME
Beyond the Data: What do you expect to happen after you’ve signup for an email list?
AMA-DC HowTo
• WINBACK • EMAIL COLLECTION AT PURCHASE • BASIC SEGMENTATION • ABANDON CART • A/B TESTING • DYNAMIC CONTENT • TRANSACTIONAL • OPT-DOWN • USER GENERATED CONTENT • ISOLATE NON-RESPONDERS
Why would you unsubscribe from an email list?
AMA-DC HowTo
• ADVANCED SEGMENTATION • SURVEY • ON LOCATION • REWARDS PROGRAM • CORPORATE PERSPECTIVE • ENGAGEMENT • COMPANY INSIGHT • MOBILE/APP
• SOCIAL EMAIL • EXCLUSIVE OFFERS • FTAF
• ADVANCED SEGMENTATION • SOCIAL EMAIL • EXCLUSIVE OFFERS • FTAF • WINBACK • REWARDS PROGRAM • ENGAGEMENT • MOBILE/APP • BASIC SEGMENTATION • ABANDON CART • LEAD NURTURE • TRANSACTIONAL • PROMOTIONAL • OPT-DOWN • WELCOME SERIES • USER GENERATED CONTENT • TEXT TO EM • WELCOME • VIDEO IN EMAIL • LIST RENTAL • WEBSITE • SWEEPS
• BASIC SEGMENTATION • TRANSACTIONAL • PROMOTIONAL • WELCOME SERIES • WELCOME • WEBSITE
There are real people getting your emails – don’t forget that!
Questions?
Thank You! vertexcommunication.com Andy Roberts Jen Swafford Co-Founder National Accounts Manager 240.238.4200 301.668.3490 andyr@vertexcommunication.com jswafford@vertexcommunication.com

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AMA-DC HowTo

  • 2. Who are we? Andy Roberts Jen Swafford Co-Founder National Accounts Manager 240.238.4200 301.668.3490 andyr@vertexcommunication.com jswafford@vertexcommunication.com
  • 3. Goals for Todays “How To” • Develop an email marketing Lifecycle Messaging program • What to measure in Lifecycle Messaging • Get consumer insight • Establish strategies to communicate the right message at the right time • Have fun!
  • 6. • EMAIL COLLECTION AT PURCHASE • ON SITE/IN STORE • CALL CENTER • POLL • TEXT TO EMAIL • PARTNER • WEBINAR • FACEBOOK SIGNUP • APPS • “HOWTO” SERIES • WHITE PAPER • SWEEPS • WEBSITE • BLOG SIGNUP • LIST RENTAL • SEARCH LANDING PAGES
  • 7. Why do you sign up for email?
  • 9. • PREFERENCE CENTER • NEWSLETTER • BLOG • LEAD NURTURE • PRODUCT UPDATES • PROMOTIONAL • WELCOME SERIES • SET EXPECTATIONS • WELCOME
  • 10. Beyond the Data: What do you expect to happen after you’ve signup for an email list?
  • 12. • WINBACK • EMAIL COLLECTION AT PURCHASE • BASIC SEGMENTATION • ABANDON CART • A/B TESTING • DYNAMIC CONTENT • TRANSACTIONAL • OPT-DOWN • USER GENERATED CONTENT • ISOLATE NON-RESPONDERS
  • 13. Why would you unsubscribe from an email list?
  • 15. • ADVANCED SEGMENTATION • SURVEY • ON LOCATION • REWARDS PROGRAM • CORPORATE PERSPECTIVE • ENGAGEMENT • COMPANY INSIGHT • MOBILE/APP
  • 16. • SOCIAL EMAIL • EXCLUSIVE OFFERS • FTAF
  • 17. • ADVANCED SEGMENTATION • SOCIAL EMAIL • EXCLUSIVE OFFERS • FTAF • WINBACK • REWARDS PROGRAM • ENGAGEMENT • MOBILE/APP • BASIC SEGMENTATION • ABANDON CART • LEAD NURTURE • TRANSACTIONAL • PROMOTIONAL • OPT-DOWN • WELCOME SERIES • USER GENERATED CONTENT • TEXT TO EM • WELCOME • VIDEO IN EMAIL • LIST RENTAL • WEBSITE • SWEEPS
  • 18. • BASIC SEGMENTATION • TRANSACTIONAL • PROMOTIONAL • WELCOME SERIES • WELCOME • WEBSITE
  • 19. There are real people getting your emails – don’t forget that!
  • 21. Thank You! vertexcommunication.com Andy Roberts Jen Swafford Co-Founder National Accounts Manager 240.238.4200 301.668.3490 andyr@vertexcommunication.com jswafford@vertexcommunication.com