Earn better bang for your email marketing buck by getting up to speed on some of the NEWEST trends for improving your email marketing results. Many of these practices can be implemented easily and immediately!

1. TOP 5 EMAIL MARKETING
PERFORMAMCE
IMPROVEMENT
TRENDS FOR 2013
A Hiscox Google+ Hangout
Karen Talavera, Synchronicity Marketing
April 3, 2013

2. • Nationally-recognized email marketing expert,
educator, writer, speaker and consultant
• The DMA’s email marketing training instructor since 1999
• Member Email Experience Council, Only Influencers
• Top 100 Women in Ecommerce 2012 by WE magazine
• President and Founder, Synchronicity Marketing
– Founded 2003
– Email Marketing Strategy, Training & Consulting
– Based in south Florida serving clients worldwide
About Karen Talavera

3. Grow Your List with an “Ask”1
Leverage online opportunities to ask site
visitors for their email address at
intentionally-placed, natural points in the
browsing, shopping or buying process

4. Why?
 Many sites lacking a clear place to sign up for
email, or visitors can’t find it
 Active more effective than passive approach
 Natural points to ask for email address and
permission to use for marketing exist in many
conversion processes – don’t waste them
 Consider trading value – give something in
exchange for a subscribe

5. How?
 Light boxes – only 22% of online marketers using them
today
 Interruptive yet controlled appearance
 Tip: Display only to new visitors, allow easy exit
 Can yield 100-300% list growth over more passive
measures
 Lead “magnets”
 Widgets, snippets or other areas of a site offering
something in exchange for email list sign-up
 During Purchase – online or off
 Ask for the email address to send both transactional and
marketing messages
Source: Experian 2012 email acquisition and engagement tactics white paper

6. Example – Light Box
 Leslie Shreve, a
time-management
and productivity
consultant, offers a
free special report
in exchange for
email sign-up on
the website for her
business,
Productive Day
 After new visitors
are on the site for a
few seconds, this
lightbox appears

7. Example – Lead Magnets

8. Think “Series” vs. Single
Message
2

9. Why?
 Not everyone on your list sees every individual
message you send
 Some hit junk folders
 Many delete on contact – never open
 Frequency breeds familiarity, trust and reliability
 Multiple messages over a short period of time
improve message and brand recall
 A series creates and manages expectations for
more email, and how much
 Series vs. single creates continuity

10. How?
 Welcome series
 Free content, training module, etc.
 Pre-, During- and Post-Offer series
 Tell them it’s coming, tell the it’s here, and tell them
again
 Abandonment series
 Target those who abandon a transaction or
conversion process on your site with a “second
chance” offer and reminder series vs. a single email
 Reactivation series
 Reach out to inactive subscribers

11.  Leslie Shreve offers a free 7-Power Steps to Peak Productivity
e-course to new email subscribers.
 The course content is delivered through a series of daily email
messages, one a day for seven days in a row.
Example: New Subscriber Series

12.  At the end of a
series consider
a recap or
summary
 link to seven
email tips
consolidated
into one
document
 Manage
expectations
about what’s
coming next.
This PS is about
her newsletter
and other email
Wrap-Up and Transition
12

13.  Monthly
newsletter
maintains and
continues
relationship
Broadcast Complements Triggered
13

14. Example: Exclusive Offer Series
 For new product
introductions, special
promotions, sales and
events don’t rely on a
single email message to
effectively do the job of
getting the word out
 Craft a series and track
response from each
message
 Coach tells you it’s
coming, tells you it’s here,
and reminds you when it’s
almost over, giving
subscribers multiple
chances to respond

15. Example: Coach Series
 Sent one day after the
pre-sale
announcement, this
email announces the
sale has officially begun
 Notice special offer
period is from January
18-27 (about ten days).
Plenty of time for
multiple emails

16. Example: Coach Series
 Fourth in the series, this
reminder is sent half-way
through the sale period
 Notice the creative variety in
the series thus far – each
message features different
products from the same
collection but does not
repeat imagery

17. Example: Coach Series
 The final message in
the series is sent on a
Friday, two days before
the offer deadline on
Sunday
 Notice the creative from
message #2 re-used
here (why go back to
the drawing board if
you don’t absolutely
have to?)

18. Segment, Target & Trigger3
Leverage opportunities to send life-cycle or
sales-cycle specific messages at exactly
the right time

19. Why?
 One size does NOT fit all
 Some messages should be broadcast to your
entire list, but most should not
 Triggered email messages can generate 10
times the revenue and 20+ times the profit of
broadcast campaigns
 Sensing and responding to key actions shows
you’re paying attention and results in a more
engaged list and more loyal customers
Source: Jupiter Research Survey

20. How?
 Determine “key actions” that deserve triggered email
 New subscriber joins email list
 First purchase
 Life event (birthday, anniversary of being a customer)
 Deadline date
 Inactive subscriber after “x” months
 Abandoned online purchase/conversion
 Create custom email messages that are sent when
someone trips a trigger
 Create once, automate ongoing deployment
 Smaller but more relevant audiences

21. Triggered Email: The Welcome
 The Center for Joyful
Business, a small business
coaching company, offers a 5-
Step Business Attraction
Success Kit to new email list
members
 This welcome message also
provides useful information
about the newsletter and blog
 Use your welcome message
to:
 Thank new subscribers
 Familiarize them with your
world
 Manage expectations
 Deliver promised incentives

22. Triggered Email: Birthday
 Birthday emails like this one from
my Allstate Insurance agent have
been proven to generate:
 300% higher open rates
 100% higher click-through
 250% higher revenue than
standard promotional mailings
 They get attention because
they’re personal, and stand out
because they create variety in
the message stream
 Can be used promotionally to
make a birthday-specific offer
Source: Experian Birthday and Anniversary Email White Paper 2011

23. Triggered Email: Cart Abandonment
 If you have an online store,
consider sending browse or
cart abandonment follow-up
emails to known customers
who shopped but didn’t buy,
like Pottery Barn Teen
does here
 Online cart abandonment
rate is typically 60%!
 However, abandoned cart
emails can convert at15% -
20%
 You can offer an incentive
to come back and buy (i.e.
free shipping) but it’s often
unnecessary Source: Listrak 2012 Study

24. Triggered Email: Bounceback Offer
 Recognize and reward
repeat customers like
Office Depot does with
a “bounce back” offer
thanking them for their
purchase and inviting
them to “bounce back
in” to purchase again

25. Triggered Email: Up-sell
 Use past behavior to
target, segment and
drive future behavior
 Carmel Limo
recognizes a recent
booking on arrival to
New York and
messages client with
reminder and invitation
to book return trip

26. Design for Universal
Accessibility
4

27. Why?
 Gone are the days of email being received and
viewed on a desktop or laptop computer
 50% of all commercial email now opened on a
mobile device
 Proliferation of devices with different screen
sizes, email rendering rules, etc. cam wreak
havoc with your design
 70% of consumers routinely delete emails that
don’t render well on a mobile device
Source: Litmus, 2013 BlueHornet Consumer Email Study

28. How?
 Simplify!
 Format, design, copy, call to action
 Single vs. multi-column formats tend to render
better on mobile
 Test how your email looks across multiple
devices
 Design headlines, chose fonts, and position
images for maximum readability on small
screens
 Dark text on white or light-colored background
 Responsive design

29. Example – Mobile-friendly or not?

30. Measure Long-Term
Engagement
5
Focus on subscriber engagement with your
email program over the long-term vs.
campaign-to-campaign response

31. Why?
 Most email campaign performance measures like
open and click rate only measure the performance
of a single campaign
 However, email list subscriber relationships exist
over time; subscribers don’t see a single campaign
but a series of communication
 A campaign click rate or an average campaign click
rate does not say how subscribers are interacting as
a whole.
 Unless you measure total engagement over time
with your email, you’re not measuring the true, full
value of your email marketing

32. How?
 Measure open, click and conversion rate by campaign
but also measure cumulative open, click and
conversion rate for multiple campaigns over time.
 Graph a frequency distribution of actions your email list
members take.
 How many have only ever opened an email once?
 How many open and click every message?
 How many have only purchased/converted once?
 How many are repeat purchasers?
 Design campaigns to target segments needing more
engagement, or reward high engagers

33. Example – List Reach Analysis

34. Want More?
 Synchronicity Marketing offers email marketing
coaching, consulting, training and live workshops
 Our private Coaching Programs are ideal for individuals or small
groups within a company needing email marketing strategy, creative
and analytical support during program start-up, expansion or transition.
Click here to learn more
 Single-day, half-day or multi-day email marketing education, training
and creative workshops are available for groups from 2 to 200. For
more information contact us or submit your request here
 Free email marketing performance-improvement strategies, event
discounts and educational resources are available through InSight, our
monthly e-newletter. Sign up here

35. Site and Blog
www.SynchronicityMarketing.com
Email: karen@synchronicitymarketing.com
Facebook:
www.facebook.com/SynchronicityMarketing
LinkedIn: www.linkedin.com/in/KarenTalavera
Twitter: @SyncMarketing
Phone: 561.967.9665
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