Email Marketing Strategies That Work

Retail Email: Leaving Money in the Inbox

Retail Email: Leaving Money in the Inbox

• Sallie Burnett, President, Customer Insight Group (moderator)

• Scott Roth, Director, Product Marketing, ExactTarget

• Caroline Gardner, Director of Customer Experience, SiteBrand

• Alicia Elizarraras, Marketing & Content Specialist, Kiyonna

The Opportunity

Why Are We Here Today?• Commercial email last year generated more than $21 billion in

U.S. sales.* • Email offers a strong ROI, delivering $48 for every dollar

invested.• Eight out of 10 online consumers have registered to receive

emails from at least one company, and nearly half of online users who receive promotional emails from their favorite retailers have been prompted to make a purchase because of the messaging.**

Source: *Direct Marketing Association, ** Forrester Research

Opportunity to Improve Email Results

• 35% of retailers in the Internet Retailer Top 500 Guide fail to send a single e-mail within 30 days of when customers sign up for the e-mail program

• 96% of the Top 500 fail to personalize subject lines• 71% of e-mail marketers do nothing to entice customers to stay on the list

after the customer has initiated the unsubscribe process.• 75% of the retailers that offered choices in their preference center at opt-

in, failed to forestall potential opt-outs by offering to send emails less often or to send different types of content.

Source: silverPOP 2008 Email Study of Top Retailers

Driving Engagement with One-to-One Communications

The challenge is clear…

How do I convert?

• Website visitors to buyers

• One-time buyers into repeat customers

• Low-value into highly profitable loyal customers

And the tool kit is more than full…

• Engagement Mediums– Web– Other Online– Email– Mobile– Offline

• Information/Data Sources– CRM– Web Analytics– Onsite Search– eCommerce– Merchandising– Point of Sale– Data Warehouse– Financial Systems

Our PhilosophyServe...the individual

Honor...their unique preferences with regard to communication, content, frequency and channel

Deliver...them timely, relevant content that improves their lives

www.subscribersrule.com

Stages of Retail Engagement

Acquire• The Challenge

– Develop cutting edge web presence and email strategy that reflects brand

– Measure performance and impact that email has on overall business

• The Solution– Opt-ins gathered through online and offline stores– Postcard-type emails with high quality

photographs– Subscribers driven to brand consistent landing

pages for immediate purchase

Convert• The Challenge

– Improve overall customer lifetime value– Gain efficiency by automating manual remarketing activities

• The Solution– Re-marketing program targets customers who purchase

specific products or abandon a shopping cart– Highly targeted offers sent to customers drive adoption of

continuity programs• The Result

– Increased overall site conversion rate by 1% = 50% improvement

– 100% increase in site traffic– Expected revenue increase by ~$1million this year

Retain• The Challenge

– Re-engage existing clients, keep a continuous dialogue over time, open door for repeat purchases

– Drive user reviews of purchased products• The Solution

– Automated follow-up email with direct feed of purchased products 21 days after

• The Results– 40,000 extra touch points with customers

created so far in 2008– 78% of website product reviews generated

from this campaign

Email Best Practices

•Prominent opt-in area with clear expectations

•Easy sign up process •Detailed customer profiles can be built

over time (demographic, behavioral and transactional)

List Growth

Simple sign-ups look like this…Incentive…

Profile…

Prominent…

•Strict privacy policy•Easy opt-out process•Responsible bounce management•Be ready to use automation to move

beyond segmentation•Instant gratification via welcome email

List Growth

Encourage immediate search…

Offer anincentive topurchase…

Acknowledge the New…

Acknowledge the Lapsed…

Come back today!

Benefits galore!

Split Testing / Design

Email A

Email B

With Images Off & Results

Results:

• Increased opens, clicks, deliverability

• Email A generated $1,200

• Email B generated over $9,000

Email A

Email B

What Doesn’t Work…

What’s Better…

Why it’s Better…

Creating Email that Sells

Alicia ElizarrarasMarketing and Content Specialist

Kiyonna

Thank You!

Sallie Burnett, President Customer Insight Group, Inc. sallie@customerinsightgroup.com

Caroline Gardner, Director of Customer Experience, Sitebrandcgardner@sitebrand.com

Scott Roth, Director, Product Marketing, ExactTargetsroth@exacttarget.com

Alicia Elizarraras, Marketing & Content Specialist, Kiyonnaalicia@kiyonna.com