"Más inteligencia: Mejora el engagement, alcance y relevancia con tus usuarios." Conoce la presentación de Angela Brohman en Digital Marketing University 2013 en Ciudad de México. El consumidor de hoy espera más: experiencias más relevantes, personales y útiles. Cumplir con esto es un desafío. Si trabajas sobre los mismos programas de email marketing año tras año y aún así esperas mejores resultados, corres el riesgo de no alcanzar las expectativas. Si buscas tips y mejores prácticas para llevar tus campañas de email marketing a un nuevo nivel, no deberías faltar a esta sesión. Aprenderás cómo incrementar la relevancia de tus contenidos, aumentar exponencialmente el engagement y aprovechar los datos para mejorar la experiencia del consumidor.

1. Get Smarter - Improve Relevance,
Reach and Engagement

2. Angela Brohman
Partner Programs Director, Silverpop
abrohman@silverpop.com
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6. Inbox Management – A Reality Check….
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7. Inbox Management – A Reality Check….
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10. Getting Smarter with….
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11. Get Smarter - Improve Reach,
Relevance and Engagement

12. Get Smarter - Reach
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13. Expand & Improve your Opt-In Options
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14. 56% hide opt-in at the bottom

15. 7% go for mid-page opt-in

16. 36% highlight opt-in at the top

17. Moving opt-in from below the fold to above
Sample Results
516% lift - Top of home page/Every page
348% lift – Top of home page/Every page
100% lift – Top of home page from bottom
50% lift - Top of home page from bottom

18. Use Popovers
Pop-overs = 200-400% lift

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22. Create share-worthy content
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25. Make it easy for your content to be shared

26. Publish to Social
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28. Make your Forms Easy to Fill Out
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29. Make your forms easy to fill out
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30. Social Sign-in At Work
10%-50%
Increase in conversion rates for
marketers offering social sign in.
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31. Social Sign In: Martha Stewart

32. Progressive Web Forms

33. − Review Opt-in placement on your website
and adjust if necessary.
− Use Pop-Overs to increase opt-ins.
− Create share-worthy content to get people
talking about you and attract more
− Make it easy for your content to be shared.
− Make it as easy as possible for people to fill
out your forms.
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34. Get Smarter - Relevance
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35. Relevance – In Context
BILL
GENDER
M
AGE
22
INTERESTS
HIKING
PURCHASE
HISTORY
B UY E R
new customer
cart abandoner
browser
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36. Build a Better Preference Center (Part I)
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37. Traditional Opt-in Form
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38. Discovery Opt-in Form: Personal Parenting Plan

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40. Test for the Best Results
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41. SEND TIME
Be at the top of the inbox
Send to each recipient at the time
they are most likely to open
Algorithm continually learns the
behaviour of every single recipient
Start
Monday
4pm
Monday
9pm
Tuesday
7am
Thursday Thursday
8am
10pm
Friday
10am
Friday
6pm
Friday
10pm
Saturday
7am
Saturday
3pm

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43. Offer Helpful Content
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45. Welcome & Getting Started
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46. Before time runs out
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47. − Let your customers tell you what they are
interested in hearing about.
− Test - It really doesn’t take that much time!
Really! Start small and don’t test too many
things at once.
− Offer helpful content when and where you
can.
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48. Get Smarter - Engagement
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49. Deliver the right experience
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55. Deepen the Relationship
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58. Single Email
Welcome Email Series

59. Mint Welcome
Behavior-based
Program
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60. Activation 1
Sent to users who
have not added
their banks after 7
days.
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61. Activation 2
Sent to users who
have not added
their banks after 14
days
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62. Build a Better Preference Center (Part II)
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66. Design with Mobile in mind
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67. Email Opens: January 2013
Mobile:
Smartphones (iPhone, Android) and tablets
Mobile
42%
Desktop
33%
Webmail
25%
Desktop:
Installed email programs (Outlook, Apple
Mail)
Webmail:
Email accessed through a web browser
(Gmail, Hotmail, Yahoo!)
Source: Litmus Email Analytics
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68. From Name
No matter the screen size…
Subject Line
Preheader
Subscribers view emails in
stages, making choices as
they go.
Preview/Open
Swipe/Click/Tap
Landing Page/Site

69. From and Subject Matter More than Ever
From Name
~25 characters
Subject Line
~35 characters
Pre-header
~85 characters
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70. Support the subject line with
a creative, useful or helpful
pre-header.
•
•
•
•
Call-to-action
Special offer
Reminder
NOT “having trouble…?”
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71. 70% Delete
18% Unsubscribe
Source: Emarketer 2012
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75. − Be thoughtful about Image to Text ratio.
− Use video to share stories and information
about your brand.
− Deliver relevant on-boarding
communications
− Let the customer self-select communication
frequency
− Design with Mobile in mind!
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76. ThankYou!
abrohman@silverpop.com