5 ideas to integrate your email and online experience
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This document outlines 5 ideas for integrating email and online experiences: 1. Optimize email signups and landing pages to drive conversions and follow through on value propositions. 2. Make emails and websites mobile friendly by streamlining content for smaller screens. 3. Analyze analytics and customer data to identify key segments and map out campaign flows. 4. Enhance marketing with web tracking codes, dynamic content, and collecting additional customer data via emails. 5. Start with basics like prominent email signups and welcome emails before analyzing data to improve mobile experiences and traffic trends.
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5 ideas to integrate your email and online experience
- 1. 5 Ideas to IntegrateYour Email + Online Experience Peter Bergen, Dan Caro, + Bill Haskitt @whereoware
- 2. Whereoware: who we are Creating engaging emails, websites,+ mobile applications The stats: 15 years in the business Silverpop Platinum Partner 2013 consulting partner of the year 2011 agency partner of the year 18 Silverpop-certified email specialists 3 full time email designers Over 50 email clients 1100 individual marketing campaigns sent byWhereoware last year certified partner
- 3. A few of our clients
- 6. The 5 ways
- 7. Email signup Is your email signup near the top of your website? Are you using a popover? Do you offer a clear value proposition? Can you deliver on the information you are requesting? Is your confirmation page optimized? Is an autoreply email tied to your email signup? Does the autoreply email follow through on your value proposition? Are you continually testing and optimizing your email signup process?
- 8. = $1000 lifetime value = $200
- 20. Landing pages Do your email and landing page have consistent aesthetic? Does your landing page follow a logical thought sequence? Does your landing page follow through on your email’s value proposition? Does your landing page offer a clear value proposition? Is your conversion process easy? Is the call-to-action clear? Are you continuously testing and optimizing your landing page?
- 25. Making it mobile friendly Does your analytics tool indicate that you need a mobile solution? If your website is mobile-friendly, does your email match? (and vice versa?) Is your font large enough to see, even if resized (at least 14 pt)? Is your call-to-action touch-friendly (at least 44 x 44px)? Is your message streamlined to reduce text? Is your message modified for mobile users? Are you continually testing and optimizing your mobile experience?
- 31. Look at your stats
- 32. Mobile friendly email design Streamlined messaging Larger font size Single column design Touch-friendly CTA
- 33. Same applies to websites
- 34. Same applies to websites Larger font size Single column design Touch-friendly CTA
- 35. Web behavior + purchase data Is SPOP web tracking code on your site? Is your purchase data integrated into your marketing database? Did you identify actionable customer behaviors? Did you pinpoint key segments in your database? Did you map out your campaign and/or visitor flow?
- 37. Neutral Page
- 38. Looking at the data
- 39. Mapping out the campaign 39 Purchased wedding products Wedding essentials Wedding nurturing Wedding favors Bridal party gifts Thank you cards Friend’s wedding nurturing Bridal shower invites Shower tableware Bach. invites Bach. tableware Wedding gifts Your wedding? Clickedon wedding link Yes No 7 days 6 weeks 3 weeks 7 days 7 days 7 days 7 days 7 days 7 days The key segments: Brides and/or bride’s friends
- 41. Adding email data to it
- 43. Wedding
- 45. Friend’s wedding
- 46. Stepping it up a notch with… Web tracking events iFrames Smart content Universal behaviors Relational tables
- 47. Web tracking: custom event
- 49. Dynamic content features products based on the gender stored with an SPOP custom event
- 50. Key takeaways • Start off with the basics Email signup prominently on the website Welcome email drives users back to the website • Look through your analytics to find Mobile trends Traffic trends • Can’t get your data? Use email to collect the info you need
- 51. Thursday: 1:15-2:00 – A703/704 Thursday: 1:15-2:00 – Atrium BC
- 52. Bill Haskitt bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog get in touch