Marketers collect a TON of email data during the holiday season. Now the real work begins! Join FreshAddress and DEG Digital as we break down 4 proven strategies for maximizing the value of this information.

1. +
4 STRATEGIES FOR TURNING YOUR HOLIDAY
EMAIL DATA INTO REVENUE
J A N U A R Y 2 9 T H , 2 0 1 9

2. + Introductions
+ 4 Strategies For Post Holiday Success
+ Questions
AGENDA

3. INTRODUCTIONS
SUZANNE SHAUGHNESSY
Director, Strategic Solutions
FreshAddress
TRAVIS MCCAN
Marketing Manager
FreshAddress
Sr. Relationship Marketing
Strategist
DEG
JENNIFER HOTH
Sr. Relationship Marketing
Strategist
DEG
KEITH REINHARDT

4. STRATEGY 1:
STOP AND ASSESS

5. GOALS + Always begin with your marketing goals. Goals should
clearly state what is the main objective of your work and
be realistic, measurable and broken into channel specifics.
+ When setting email KPI’s be aware that they are highly
correlated
Growing your list usually comes with lowering engagement
rates
Cleaning up your list to improve inbox placement will increase
engagement rates but not necessarily lead to higher sales
+ Every marketing channel you use should be supported
and work in tandem with other channels
The best email programs send subscribers to social channels
and their website
+ Goals should also be broken down into subgroups such
as new holiday subscribers

6. NEW CUSTOMERS
ASSESSING NEW EMAIL SUBSCRIBERS
+ This group has converted into
customers but have they done
the following
Engaged with your emails or
other channels
Rated your service or products
Repurchased or bought
something else
Recommended you to others
+ This group did not convert but
might still be customers
+ Break this group into subgroups
to understand what’s possible
Method of list entry
Level of engagement
Historical conversion rates
among similar groups
+ This group will consist of both
customers and leads that have
yet to engage with your
marketing
+ They could be fake accounts or
your messaging might be
missing them
+ Consider using different
marketing channels but these
will need to be removed soon
to protect your IP reputation
NEW LEADS INACTIVE

7. POLL QUESTION ONE
What portion of new subscribers came through
the holiday season?
1) 25% or less
2) 26-50%
3) More than 50%

8. STOP & ASSESS
Evaluating Your Email Data

9. DO THE PREP WORK FIRST!

10. “Cleanliness is not next to godliness. It isn't even in
the same neighborhood. No one has ever gotten a
religious experience out of removing burned-on
cheese from the grill of the toaster oven.”
ERMA BOMBECK
H U M O R I S T/ J O U R N A L I S T

11. DELIVERABILITY
WHAT IS A QUALITY EMAIL ADDRESS?
+ Is the address deliverable?
Passes a simple SMTP check or
“ping”
Recipient is opening &
interacting with your messaging
+ If the address isn’t deliverable,
can it be fixed?
Simple corrections are possible
All made after the @ sign
+ If the address doesn’t bounce,
should you send to it?
Deliverable, but bad addresses
Spamtraps, squealers, etc.
ACCURACY QUALITY

12. BAD ADDRESSES
+ Bogus
+ Disposable
+ Frequent Complainer
+ Role Accounts
+ Spamtrap

13. DELIVERABLE, BUT…
BOGUS
+ Bogus addresses are worthless to you, but many
pass simple validation…
aaa@email.com
bill@microsoft.com
anyone@hotmail.com

14. DELIVERABLE, BUT…
DISPOSABLE
+ When users don’t want to give you their ‘real’
email address, they turn to a disposable provider…

15. DELIVERABLE, BUT..
ROLE ACCOUNT
+ These addresses are typically associated with a job
function, not an individual person.
Info@
Billing@
Admin@
Jobs@
Abuse@

16. DELIVERABLE, BUT..
SPAMTRAP!
+ A spamtrap is a deliverable address used to ID
spammers. Remember! The address may look
innocent:
psbltrap@kernelnewbies.nl
kevinn822@aol.com
foceisahnienoowo@oucs.ox.ac.uk
+ ANYTHING sent to a spamtrap is considered
SPAM!

17. FILLING IN THE
BLANKS
+ Once you’ve taken stock of the data you’ve collected, you
can determine your weak spots and take steps to address
them.
+ Missing Postal Data? A Reverse Appending service can
help you add name and postal address to up to 60% of
your email records.
+ Missing Email Addresses? An Email Appending service
can help you add 100% guaranteed deliverable email
addresses for up to 35% of your postal database.
+ Bouncing/Inactive Subscribers? You can leverage an
Email Change of Address (ECOA) service to find active,
engaged addresses for up to 20% of your bounce file.

18. ESP CAPABILITIES
+ Your email strategy will likely hinge on your ESP’s
(email service provider’s) capabilities
+ Look into what is currently available to you
Can your provider send dynamic content?
How many fields can a record have and do you have
the capability to update fields in Realtime?
How detailed is your reporting? You should be able to
see basic KPI’s, where people are clicking,
engagement by domain, and do A/B testing.

19. “The seeds of dysfunction are seldom recognized until
it’s too late”
GREG SATELL
F O R B E S C O N T R I B U T O R
H T T P S : / / W W W . F O R B E S . C O M / S I T E S / G R E G S A T E L L / 2 0 1 5 / 1 1 / 1 4 / W H Y - O R G A N I Z A T I O N S - F A I L / # 7 2 D A 7 B 4 9 1 3 A E

20. STRATEGY 2:
SEGMENT YOUR AUDIENCE

21. POLL QUESTION TWO
How did your end of year programs perform?
1) Exceeded expectations
2) Met expectations
3) Worse than expected

22. “People shop and learn in a whole new way
compared to just a few years ago, so marketers
need to adapt or risk extinction.”
BRIAN HALLIGAN
F O U N D E R & C E O O F H U B S P O T

23. PERSONALIZATION
KNOW YOUR TERMS
+ Personalization and
customization are usually the
two that get confused the most.
In the end, they both provide
the customer with a similar
result: a unique product or
service based on their individual
preferences.
+ However, personalization is
done without explicit input from
the customer.
+ Segmentation is a type of
marketing strategy that involves
taking a target market and
breaking it down into smaller
groups based on their perceived
interests, common needs,
and/or priorities.
+ The idea is that segmentation
helps marketers better
understand how a group of like-
minded consumers act and
interact.
+ Customization is taking a basic
product or service and modifying it
so that it fits a single customer’s
unique preferences.
+ For example, if you go out and buy
a car, you might add extras like a
leather interior and GPS. That
vehicle has now been customized,
which makes it different than the
other vehicles on the lot, including
those that are otherwise the same
make and model.
SEGMENTATION CUSTOMIZATION

24. TAKING THE RIGHT
APPROACH
+ The Pyramid Base: Data Collection – The key to both
segmenting and personalizing experiences is having
robust customer data. The richer your data, the better
the understanding of your audience, and the better
you can segment and personalize experiences based
on that data.
+ The Mid-level: Segmentation – Once you’ve
collected enough valuable data, you can start
analyzing it, looking for interesting correlations
between groups.
+ The Top Level: Personalization – Real-time, one-to-
one personalization can only be achieved if you have
enough data, and if you know who your audience is
and what your most valuable segments are.

25. WHEN & WHERE TO USE
SEGMENTATION
+ The best campaigns incorporate segmentation into
their campaigns without the subscriber ever noticing
+ The goal should always be to improve the subscriber’s
experience but considerations of resources and timing
come into play
+ Not every message needs to be sent to every segment
and you do not need change each message to cater to
each segment
A sale can just be a sale but showing someone a sale of
products they are not interested in hurts the relationship
+ Consider every segment before hitting send

26. WHERE TO START
+ Leverage what you already know about your database
to craft messaging
+ Common segments you should already have available
Purchase History
Gender
Age
Geography
Product Interest
Satisfaction
Gender Purchase History

27. IMPORTANCE OF SEGMENTATION
40% of e-commerce revenue is generated by
only 8% of repeat customers according to
Adobe’s Digital Index.

28. DETERMINING
SEGMENTS
+ Not taking segments seriously leads to list churn and
dissatisfaction
+ The basic test is asking yourself if this message relates
to each segment.
Don’t send to that segment if it does not
For example, I wouldn’t send this Kay email to a newly
wed
+ Testing and analytics are usually needed to determine
how segments differ and not all segments should be a
priority
If one segment drives sales during a month, cater to them
in every message and consider leaving others out

29. SEGMENTING LAPSED
CUSTOMERS
+ Recency from last order (in months) - the most
important measure of customer health
+ Frequency (number of orders in a year)
+ Monetary value (low/med/high) - based on
average order value

30. PLANNING + Use a content calendar to assess what messages you will
be sending and break the calendar into segments to
ensure everyone is being communicated to
+ Determining your email cadence is important but we
recommend sending a maximum of daily (unless on a
holiday) and a minimum of monthly.
Make sure you are communicating to each segment at least
once a month
Email addresses go inactive and sending throughout slow
months keeps your list fresh and your brand top of mind

31. STRATEGY 3:
ENGAGE WITH YOUR AUDIENCE

32. PREPARE + Set goals for each segment
+ Examples:
Convert leads into customers
Retain existing customers
Get ratings and reviews from new customers
Increase referrals
+ Determine what information they use to make their
decisions
Make sure your emails gather this information and record it on
their accounts

33. ENGAGE
+ Build a program that uses the
customer’s preferences to drive
engagement
+ A program similar to the Brooks
example enables you to learn
about the customer while being
engaging for them
+ Great campaigns can beneficial
for both the brand and the
reader
+ After the holiday rush is a great
time to continue onboarding and
learn about new subscribers

34. RETAIN EXISTING CUSTOMERS
IDEAS TO HELP GATHER INFORMATION
+ Thank them for choosing you
+ Push for them to join a
community
+ Offer them opportunities to
voice their opinions
+ Show them other products that
work well with what they have
+ Ask them why they purchased
and what they want next
+ Thank them for choosing you
+ Provide information for product
care and joining communities
+ Ask for reviews and explain why
it helps you and others
+ Follow up on reviews
Thank happy customers again
and engage with disgruntled
customers to improve their
experience
+ Begin by making sure they are
satisfied by your product and
service
+ Push toward social channels to
build communities
+ Ask them what they are
interested in learning from you
+ Provide this information in
formats they can share with
peers
GET RATINGS AND REVIEWS INCREASE REFERRALS

35. Don’t ask for information that you already
have and use the information you ask for.
Nothing turns subscribers away faster than
not using information they have taken the
time to share.

36. STRATEGY 4:
CONVERT

37. “You can’t expect to just write and have visitors
come to you – that’s too passive.”
ANITA CAMPBELL
F O U N D E R & C E O O F S M A L L B U S I N E S S T R E N D S

38. WELCOME SERIES
+ It is important to properly set expectations with
your consumers on your email program whether
you are a B2C, B2B, small or large business as this
will help with retention and engagement
+ Remind customers of where or how they signed
up for your email program
+ Thank them if they made a purchase
+ This is also a great time to ask for more
information

39. WHY WELCOMES MATTER

40. BATCH & BLAST VS TRIGGER EXAMPLES
Batch & Blast
Personalization &
Segmentation
Personalized Trigger

41. Source: https://www.webfx.com/data/why-email-marketing-is-amazing/
START SOMEWHERE!

42. DID THEY CONVERT?
+ Keep them engaged with relevant
content
+ THANK YOU
+ Upsell/Replenishment
+ Preference Center
+ Ratings & Reviews
+ Birthday
+ Anniversary
+ Progressive Profiling
To gain more information
+ Surveys
+ Re-Engagement
+ Birthday
+ Progressive Profiling
What are you interested in?
YES NO

43. AFTER
SUBSCRIPTION/PURCHASE
A SIMPLE THANK YOU
AFTER ORDER DELIVERY
IMPORTANT DAYS &
MILESTONES

44. REPLENISHMENT
REPLENISHMENT
PRODUCT REMINDER UPSELL

45. WINBACK OFFER
WINBACK CAMPAIGNS
STILL ACTIVE ON YOUR SITE NOT ACTIVE ON YOUR SITE

46. BIRTHDAY EMAILS

47. CUSTOMIZED LANDING PAGES
PROGRESSIVE PROFILING
IN EMAIL EMAIL SIGN UP

48. POLL QUESTION THREE
How many people do you have on your email
marketing team?
1
2-3
4-5
5+

49. PURCHASE
LIFECYCLE TOUCHPOINTS
+ E-Receipts
+ Cart Abandon
+ Product Recommendations
+ Transactional Emails
+ Replenishment Series
+ Next Purchase
+ Lapsed Purchase
+ Winback/Re-Engagement Series
+ Birthday
+ Anniversary
POST PURCHASE LOYALTY/ADVOCACY

50. AWARENESS
LIFECYCLE TOUCHPOINTS
+ Web Pop-Up
+ Social Contests
+ Welcome Series
+ Browse Abandon
+ Ratings & Reviews
+ Dynamic Content
+ SMS
+ Mobile App
BROWSE ENGAGEMENT

51. TEST!
+ Create a testing plan and control audiences to
prove out concepts and show incremental growth
+ This can be as easy as determining what tone to
use in your subject line to determining whether to
use lifestyle or product images within promotional
campaigns
+ Write down your hypothesis BEFORE you send
and record them somewhere so you can learn as
you go

52. WHAT CAN I DO?
+ Start somewhere!
+ Subject line/preheader testing
+ Re-using creative
+ Segmentation
+ Cart and Browse abandon
+ Automations/Triggers
+ List Cleansing
+ Test as much as possible
+ Segmentation
+ Personalization
+ Preference Center/Progressive
Profiling
+ Automations/Triggers
+ Dynamic Content
+ List Cleansing
SMALL TEAM LARGE TEAM

53. RECAP
+ STOP AND ASSESS
+ SEGMENT YOUR AUDIENCE
+ ENGAGE WITH YOUR AUDIENCE
+ CONVERT

54. QUESTIONS?

55. THANK YOU!
+ Jennifer Hoth
jhoth@degdigital.com
@Jennifer_hoth
+ Travis McCan
tmccan@degdigital.com
DEG HQ
6601 College Blvd., Sixth Floor,
Overland Park, KS 66211
913.498.9988 Degdigital.com
FRESH ADDRESS CONTACTS DEG CONTACTS
+ Suzanne Shaughnessy
sshaughnessy@freshaddress.com
+ Keith Reinhardt
Kreinhardt@freshaddress.com
FreshAddres HQ
36 Crafts Street, Newton, MA, 02458
617.965.4500 FreshAddress.com