Whereoware presents 5 Silverpop emails to implement today. This step-by-step guide will allow you to take full advantage of Silverpop's platform. Take your email marketing to the next level.

1. 5 Silverpop Programs to Implement Today
a step by step guide to success
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2. Contents
Contents ............................................................................................................................................................ 2
Automated Targeted Programs.......................................................................................................................... 3
The Welcome Program ...................................................................................................................................... 4
Examples ..................................................................................................................................................... 10
The Super Opt-In Program (SOI) ..................................................................................................................... 11
Examples ..................................................................................................................................................... 16
The Abandoned Cart Program ......................................................................................................................... 17
Examples ..................................................................................................................................................... 20
The We Miss You Program .............................................................................................................................. 21
Example ....................................................................................................................................................... 26
The Time Sensitive Sale Program ................................................................................................................... 27
Examples ..................................................................................................................................................... 31
About Whereoware .......................................................................................................................................... 32
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3. Automated Targeted Programs
Defined
Simply defined, automated targeted campaigns are emails that are directed to a specific group of people and
are triggered based on a set of rules or criteria. The most classic example of this is the Welcome campaign. It
is targeted to those that have just registered
to receive your emails and it is triggered off CLASSIC EXAMPLE
that registration date.
Why we heart them
We love automated targeted campaigns
because they work! We have completed
hundreds of these campaigns for clients over
the years and have found huge increases in
effectiveness when compared to normal blast
mailings.
When comparing normal mailings against
automated mailings:
We saw a 33% increase in open rates and a
37% increase in click through rates, 22%
increase in average time on site and a 31%
increase in order conversion rate.
50% Most surprisingly, we found that when customers received automated
40% mailings, they spent on average 22% more per purchase. So, not
30% only are those that receive automated targeted mailings more likely to
Normal
20% Mailing order, but they also order more!
10%
Automated We have partnered with Silverpop, one of the leaders in marketing
0% Mailing
automation, to provide you with a how-to guide for five great automated
Open Click
Rate Rate targeted campaigns.
What more are you waiting for? Dive in and get started!
4%
2% Normal
Mailing
0% Automated
Mailing
Order
Conversion
Rate
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4. The Welcome Program
Defined: an email that automates when a user
registers for your site or signs up for email.
Goals: provide reassurance, build a relationship
+ engage immediately.
Messaging options
• Remind recipient why they are getting an
email Results
• Link to the website
• Take the opportunity to introduce them to  61% open rate
your social networks  45% click through rate
• Ask to be added to address book (with  2.77% order conversion rate
compelling text: “Don‟t miss the savings”)  10 minutes on site
• Include contact information in case there are
questions
• Give users their username if they are registered
• Explain email benefits to users
Silverpop steps
For this example we will be using an embedded Silverpop form in an iframe on your site to collect email
addresses.
Step 1: Create a web form to collect email addresses on your site
1. Go to: Content-> Landing Page-> Create.
2. Give your landing page a name and unique URL.
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5. 3. Drop down to „Optional Site Settings‟.
4. Select Contact Source. Browse to the database you would like to bring your contacts into.
5. Click the „Manage Site‟ tab.
6. From the „New Web Form‟ drop down, select the „Standard‟ form.
7. Double click on the yellow area.
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6. 8. Drag and drop the fields you would like to collect for your email opt-in.
9. Click „Save and Close‟.
10. Click on „Confirmation‟. Type in your thank you message.
11. Click „Publish‟ in the upper right hand corner. Then, scroll down and click „Publish Site‟ at the bottom of
your screen.
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7. 12. Click on the name of your form (in the pink box below), then scroll down to find the iframe code. Copy
and paste this code into your site.
Step 2: Create the email
1. Go to Mailings-> Create-> Mailing Template.
2. Name your email and then associate it with a contact source.
3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses.
4. Click „Save‟.
5. Click on the Mailing Body tab and build out your html.
6. Make sure your text version matches your html version.
Step 3: Create a program
1. Go to Automation-> Program-> Create.
2. Name your program, assign your time zone, and select the database you used for the web form.
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8. 3. Choose the third option under Database, „Add contacts when the following events occur.‟ Select „When
a new or existing contact submits a web form‟.
4. Click on the landing page you created in Step 1 and then select your form.
5. Add the email template you created in Step 2 and select the date you want your program to start.
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9. 6. Drag and drop your mailing into the „Start Track‟.
7. Once you have double-checked everything click „Activate Program.‟
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10. Examples
Reminds users
why they are
getting the email
Promotes their
Facebook page
Links to their
website
Links to website
Reminds users why
they are getting the
email
Email benefits
Add to address
book
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11. The Super Opt-In Program (SOI)
Defined: an email asking your users what they want to hear about and
how often they want to hear it.
Goals: discover users email preferences, increasing your email
engagement.
Results
 SOI emails receive on average 48% open rate + 38% click
through rate
 8% increase in overall open rates for those who use SOI vs.
those who do not
Messaging options
• Tell users they have the opportunity to choose what they want to hear and when they want to hear it
• Give users an example about what you mean by preferences
• Include a link to the Super Opt-In form
Silverpop steps
Step 1: Add frequency and topic fields in your database
1. Go to Data-> Database-> View.
2. Select your database.
3. Click Add Field.
4. Create a „frequency‟ field with Type: „Selection (choose one)‟. Add values for selection like „once a
week,‟ „once a month,‟ „once every three months.‟
5. Click Add Field again.
6. Create a „topics‟ field with Type: „Selection (choose multiple)‟. Add values for the types of emails you
send out. For instance if you are an ecommerce company you may want to add „Sales,‟ „New
Products,‟ „Best Sellers.‟
Step 2: Create a web form for your Super Opt-In
1. Go to: Content-> Landing Page-> Create.
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12. 2. Give your landing page a name and unique URL.
3. Drop down to “optional site settings.”
4. Select contact source. Browse to the database you would like to bring your contacts into.
5. Click the manage site tab.
6. From the „New Web Form‟ drop down, select the „Standard‟ form.
7. Double click on the yellow area
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13. 8. Drag and drop the fields you would like to include in your Super Opt-In form. You should at minimum
include email address, frequency and topic.
Step 2: Create the Super Opt-In email
1. Go to Mailings-> Create-> Mailing Template.
2. Name your email and associate it with a contact source.
3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses.
4. Click „Save‟.
5. Click on the Mailing Body tab and build out your html. The main call to action should be to fill out the
Super Opt-In form.
6. Make sure your text version matches your html version.
Step 3: Create a program
1. Go to Automation-> Program-> Create.
2. Name your program, assign your time zone, and select the database you used for the web form.
3. Choose the second option under Database, „Add contacts from database: Continuously while the
program is active.‟
4. Add the email template you created in Step 2 and select the date you want your program to start.
5. Then click „Save and Edit Flow.‟
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14. 6. Drag and drop „Add Track.‟ Click on „New Track‟ to rename it to „SOI Email.‟
7. Drag and drop „Track Route‟ to the top bar next to your program name, applying it to the entire
program.
8.
9. In the „Configure Track Route‟ panel change
„Conditions‟ to „Route contacts who match
These Rules‟.
10. Click on „These Rules‟.
11. Once the „Configure Decision Point‟ panel
appears, click „These Rules‟ under the „Yes
Path.‟
12. Under the „Behavior Tab‟ select „Email
Behavior.‟
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15. 13. Choose the Behavior „Has‟ „Been sent email‟ and then select your welcome email. Click „Done‟ and
then „Save & Close.‟
14. Click „Apply‟ in „the Configure Decision‟ Point panel.
15. Drag and drop your Super Opt-In email to the „SOI Email track.‟
16. Click on „Wait 0 Days‟ and change it to 7 Days and then click „Apply.‟
17. Once you have double-checked everything click „Activate Program.‟
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16. Examples
Tell user they can
control their email
preferences
Link to email
preference form
Example of
preference
choices
How often?
What topic?
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17. The Abandoned Cart Program
Defined: an email sent out one to three days after a user
places items in a cart, but does not complete the order.
Goals: reduce abandonment rates and encourage orders.
Results
Comparing abandoned cart (AC) mailings to normal blast
mailings that go to everyone we find a:
 41% increase in open rates
 48% increase in click through rates
 69% increase in order conversion rates
 23% increase in average value spent
Messaging options
• Remind your visitors that they left something in their cart
• Provide a link to complete their transaction
• Provide contact information to answer any questions users may have about the order
• If you are able to capture abandoned products, include them in the email to remind visitors what
they left behind
• If your cart has an expiration date, add a sense of urgency by including it in the email
• Add an incentive for visitors to complete their order. Warning: It is possible that you may train your
visitors to abandon their cart. You may want to make it a one-time use coupon.
Silverpop steps
Step 1: the data
The first thing you need to do is pay a visit to your website team. Find out if/how you can gain access to your
abandoned cart data. At a minimum, you will need the cart abandonment date associated with an email
address. You will also want to speak to your web team about how the data is updated. Does cart
abandonment date clear after they purchase? If it doesn‟t clear, you will need to include another piece of data,
purchase date, to ensure you are not sending them the campaign if they completed their purchase. If you can
add extra information like product names that is a bonus.
Once you have access to the information, you will need to decide how you will be getting it into your database.
The most basic way is to manually import it daily. You could also set up an API to automatically have the data
incorporated into your database.
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18. Step 2: the email
1. Go to Mailings-> Create-> Mailing Template.
2. Name your email, associate it with a contact source.
3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses.
4. Click „Save.‟
5. Click on the Mailing Body tab and build out your html.
6. Make sure your text version matches your html version.
Step 3: the program
1. Go to Automation-> Program-> Create.
2. Name your program, assign your time zone, and select the database you used for the web form.
3. Choose the second option under Database, „Add contacts from database: Continuously while the
program is active‟.
4. Check „Allow
contact to repeat the
program‟ and select
2 months after
reaching end track.
5. Add the email
template you
created in Step 2
and select the date
you want your
program to start.
6. Check „Limit to
contacts that match
rule‟ and then click
„Setup Rule.‟
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19. 7. The rules you add here will depend on the data you have available. Below you see a sample of rules
we have used with one of our clients. „Cart Items‟ and „Cart Price‟ clear once a customer places an
order. Cart Last Modified Date contains the last date the cart was modified. These rules ensure that
the cart was modified, but they did not complete the order.
8. In the „Rule Builder‟ click „Save & Close.‟ Then click „Save and Edit Flow‟.
9. Drag and drop the Abandoned Cart email and set it to zero days.
10. Next set up an end track by dragging and dropping „Route to Exit‟ applying it to the entire program.
11. In the „Configure Track Route‟ screen change the execution date to two days. Then, under conditions
select „Route contacts who match These Rules.‟ Click on „These Rules‟.
12. Under the „Behavior‟ tab select email behavior and add the rule „Has been sent email Abandoned Cart‟.
13. Click „Save & Close‟ and then „Apply.‟
14. Once you have double-checked everything click „Activate Program.‟
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20. Examples
Remind users they
have something in
their cart
Provide a reminder
of what was in the
cart
Provide a link to
complete the
transaction
First time abandoned
Remind users they
have something in their
cart
Link to complete the
Second time abandoned order
Directions on how to
complete the order
Provide an incentive to
complete the order
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21. The We Miss You Program
Defined: an email sent out to users who have not visited your
site in „x‟ number of months (as of now, this campaign can only
work in Engage B2B, so we‟ve described an alternative method
below).
Goal: Reengage users.
Results
 42% open rate
 14% of inactive customers reengaged, on average.
 4% order conversion rate
Messaging options
• Say that you miss them - make it apparent why they are getting the email
• Let them know they can update their profile to change what they hear about (super opt-in)
• Why should they visit: value proposition, new features, etc. Warning: if you choose to tout new features
the email will need to be updated every quarter.
• Reminder information about usernames or passwords
• Provide an incentive to reengage with your company. Warning: you don‟t want to train your subscribers,
so make it a one-time deal.
• Ask why they are leaving
• Ask if they need help placing orders or navigating the website
Silverpop steps
Step 1: the data
Engage Instructions (though you can‟t implement the „We Miss You‟ campaign in Engage with web tracking,
it is still useful to have the code on your site. As Silverpop makes enhancements to this feature you can
implement campaigns immediately, instead of waiting for the tracking code to collect data. You can implement
a similar campaign with website data. If you have a login to your site, you can track last login date and trigger
the email off once it has been „x‟ number of days since last login.)
Getting last login data
The first thing you need to do is pay a visit to your website team. Find out if/how you can gain access to your
last login date. Once you have access to the information, you will need to decide how you will be getting it into
your database. The most basic way is to manually import it daily. You could also set up an API to
automatically have the data incorporated into your database.
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22. Step 2: the email
1. Go to Mailings-> Create-> Mailing Template.
2. Name your email and associate it with a contact source.
3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses.
4. Click „Save.‟
5.
6. Click on the Mailing Body tab and build out your html. Create a strong call to action to visit your
website.
7. Make sure your text version matches your html version.
Step 3: the program
1. Go to Automation-> Program-> Create.
2. Name your program, assign your time zone and select the database you used for the web form.
3. Choose the second option under Database, „Add all contacts from the database.‟ Select „Continuously
while the program is active.‟
4. Check „Limit to contacts that match rule.‟
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23. 5. Click „Setup Rule‟.
6. Select „Last Login Date‟ for the „Data Field.‟ For „Operator‟ select „is not within the last.‟ Finally select
your time period (value). This will vary depending on your business.
7. Add your mailing template to the program.
8. Indicate the Start date.
9. Then click „Save and Edit Flow‟.
10. Drag and drop your mailing into the „Start Track‟.
11. Once you have double-checked everything click „Activate Program.‟
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24. Bonus:
Getting Silverpop tracking code on your site:
You will need to request that web tracking be enabled by your Silverpop Relationship Manager at the
System Administrator level. Once it is enabled, you manage it under Org Admin-> Organization Settings.
Go to Web Tracking Settings. Add your domain by clicking the „Add‟ button. Type in your domain. Example:
Whereoware‟s domain would be whereoware.com. Then, click „Save‟. You will need to copy the tracking code
provided at the bottom of the “Web Tracking Settings” section. Keep a copy of it to provide to your web team.
It should look something like this (the part in red will look different for you):
<type="text/javascript"></script><script src=http://gw-
services.silverpop.com/WebCookies/iMAWebCookie.js?9AE40034-99E4-4FCE-1234-6C96F75B57CF
type="text/javascript"></script>
This is where your tracking code will be located. Copy this one if your site has http in front of the URL.
This is where your tracking code will be located. Copy this one if your site has https in front of the URL.
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25. Provide the following instructions to your web team:
Please place this code in the footer of our website: <paste your code here>.
Silverpop provides the following tips:
• Place the Engage Web Tracking code within the <head> or <body> tags on the page.
• Google Analytics Web Tracking is known to cause issues with Engage Web Tracking. Although you
can place the Engage Web Tracking code within the <head> or <body> tags on the page, if you are
also using Google Analytics Web Tracking, it is strongly recommended that you place the Engage
Web Tracking code within the <head> tag.
• If you‟re using Google Analytics and want to place the Engage Web Tracking code in the <body>
tag, then make sure the Engage Web Tracking code is above the Google Analytics code.
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26. Example
Why they are getting
the email…
Why they should
visit…
Username/
password reminders
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27. The Time Sensitive Sale
Program
Defined: an email with a fantastic sale that
only lasts for a finite period of time.
Goals: orders.
Results
 18% increase in order conversion rates!
Messaging options
• Prove a sense of urgency with a limited sales window
• Strong call to action to act now
Silverpop steps
Step 1: Create the email
1. Go to Mailings-> Create-> Mailing Template.
2. Name your email, associate it with a contact source.
3. Type in your subject line, „From‟ name and your „From‟ and „Reply To‟ addresses.
4. Click „Save.‟
5. Click on the Mailing Body tab and build out your html. Create a strong call to action to purchase.
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28. 6. Make sure your text version matches your html version.
Step 2: Create a program
1. Go to Automation-> Program-> Create.
2. Name your program, assign your time zone, and select the database you used for the web form.
3. Choose the second option under Database, „Add all contacts from the database.‟ Select „Once, when
the program is started.‟
4. Add your mailing template to the program.
5. Indicate the Start date of the sale and the End date of the sale.
6. Then click „Save and Edit
Flow‟.
STOP: if you have an SOI Skip #7 and
go to page 29
7. Drag your 3 Day Sale email
over twice. The first one starts
in zero days. Wait two days
and then send out the second
send of the email. Make sure to
change the subject line to
indicate that it is the last day
they can save.
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29. 8. Once you have double-checked everything click „Activate Program.‟
Have your Super Opt-In set up? Add the following steps:
If you have a Super Opt-In you will need to change the program slightly to ensure that you are sending the
emails as your readers indicated in their survey. Before you get started, you need to create some new fields in
your database.
A. Click on „Data‟ and then select your database.
B. Click „Add Field‟ and add three date fields (one at a time): Last Open Date, Last Click Date, Last Sent
Date.
C. Click on Settings-> Org Admin-> Organization Settings.
D. Click on „Automated Behavior updates‟ then click „Edit‟.
E. Check „Automated Database‟ and then select your database. Check all three boxes below and map
each one as shown below. Click „Save‟ when you are done.
Number 7 from the ‘Create a Program’ step above will change to the following:
A. Drag and drop
„Add Track.‟ Click
on „New Track‟ to
rename it to „3
Day Sale.‟
B. Drag and drop
„Track Route‟ to
the top bar next
to your program
name, applying it
to the entire
program.
C. In the „Configure Track Route‟ panel change
„Conditions‟ to „Route contacts who match These
Rules‟.
D. Click on „These Rules‟.
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30. E. Under the „Profile‟ tab select the Email Topic data field from your SOI form. Select „contains‟ and then
Sales (or whatever you called your sales type topic). Include an „OR‟ and then select “OR „Email
Topics‟ is blank,” indicating that they have not filled out the Super Opt-In form yet.
F. Next add the frequency rules. You will need to combine your Super Opt-In frequency field with the Last
Set Date field until you cover all of your combinations. For the Super Opt-In form we cover in our
directions the combinations below work. You may have a different set of rules depending on your
Super Opt-In options.
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31. Examples
Small sale window
Strong call to
action
Small sale window
Strong call to
action
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32. About Whereoware
Whereoware is an online strategy, design, development and marketing company. We recognize each client's
needs and objectives as unique. We dive deep into each client's business through consultative assessments and
analytical benchmarking. We then craft an individual solution for each client. Our solutions are Smart because they
solve each client’s business problems.
Silverpop’s largest agency partner
We have a deep understanding of the Silverpop Engage platform because we work in it full time. We know the ins
and outs of the tool, and on occasion have even found ways to bend it to dimensions beyond the original authors’
dreams. We work with clients to understand, define and plan a marketing strategy that fits their business needs.
Then we get the tool to work for them. We execute the plan, measure and adjust it, so they don't have to.
Contact us today
505 Huntmar Park Drive Phone: (877) 521-7448 Jay Beutler
Suite 200 Fax: (703) 889-1218 Senior sales consultant
Herndon, VA 20170 Email: sales@whereoware.com Phone: 701-205-1463
Email: jbeutler@whereoware.com
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