8. Mouse
over
drops
down
form field
Moved opt-in from the bottom of the home page to the top
Gave a first order incentive
Saw an increase in campaign revenue by 189%
9. Moving opt-in from below the fold to above
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
Sample Results
17. Email Sign-
Up
Onboard
Email 1
Onboard
Email 2
Onboard
Email 3
Onboard
Email 4
Or you try to convert them on “Dresses”
Dresses offer –
w/deadline
Includes current
Dresses offer
Includes
survey/progressive
form
Includes dresses top
sellers/recommend
ations
UsingWeb
Tracking – marry
browse behavior
to email address
20. Browse / Basket Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Browse
Basket
21. #2 - Under £90 #2 - Over £90#1 - All
01/01/2012 – 31/12/2012
Recovered Sales
Total Value £615,342.86
Total Number 4,493
Average Order Value £136.96
26. Supplement Wizard – Abandoned, Finished Process
• Sent when a
customer
receives their
results but
does not add
items to
basket or
checkout
• 40.17% Open
Rate
• 4.18% CTR
• £0.24
Rev/Email
30. Prints You Viewed Recently
From:
• Basket
• Wish list
• Recommendation
• Web tracking
• Category browsed
31. Sample Birthday Programme
#1
• Offer
• Personalised
w/ recent
browsed
#2
• Reminder to
non-
openers few
days later
#3
• 10 days left
reminder
#4
• 24 hours left
• Last chance
32. But really, think beyond birthday emails …
• Programs
• Web Tracking
• Dynamic Content
Features
• Purchase anniversaries
• Subscriber / Member anniversaries
• Events
Ideas
34. PaperStyle – Custom Invitations
- Sending batch and blast
- No targeting
- Response rates declined
Agency Whereoware
- Analyzed site behaviour
- Purchase patterns
- Wedding process
- Created wedding timeline
35. 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?
Clicked on wedding
link
Yes
No
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
Nurture Programme
BRIDAL
SEGMENT
36. Web site or
email click
behaviour
drops you
into Your
Wedding or
Friend’s
Wedding
nurture
45. Don’tWait: Create “Early” Inactives Program
New subscribers who don’t open/click first XX
messages / X weeks
Move these early inactives into “activation” track
Send survey, different offers; best of, different
subject lines, testimonials, etc.
46. Dairy Crest – Lapsed Banner using DC
Average open
rates of 43% with
approximately
20% re-activating
and taking
advantage of the
incentive offer
53. Q & A
Loren McDonald
lmcdonald@silverpop.com
@LorenMcDonald
Hinweis der Redaktion
ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
OfficeMax – not a client – sent March 1 for March 16 birthday – a birthday month approach
Dairy Crest Introduction Customers that have not recently placed an order, milk&more offer an incentivise place another order.