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It also sends shopping-cart reminders for those who leave the site with items still in their carts or who buy fabrics swatches but don’t return within two weeks to buy the full fabric. These are three key approaches that help get Fabric.com email messages noticed in the inbox, where yet another 20 percent-discount or free-shipping offer might fade into the background. Even with the highly targeted and personalized messages that Fabric.com’s email marketing team produces, broadcast messages still have a place, promoting sales, new products and “Deals of the Day” for subscribers who opt in to those lists. Results: Higher Conversions, and Benefits Beyond Email First, the automated lifecycle emails helped Fabric.com double its open and click-through rates and led to a 40 percent increase in conversions. Next, the cart-abandonment program helped generate a 20 percent increase in order size on conversions from cart-abandonment reminders. Finally, the improvements in the email program had a ripple effect in other departments at the company. Besides bringing in additional revenue, Fabric. com’s triggered email campaigns also generated orders during normally slower periods. This helped the company to plan better, thanks to a steady stream of revenue, and also helped with workflow at the company’s warehouse. SILVERPOP.COM | PAGE 132
Birthday Emails: The Goodwill Ambassador That Can Also Make Money Would you explain how Q: birthday emails work and how I could set up one? We at <strong>Silverpop</strong> are big on birthday A: emails, and not just because we enjoy receiving them on our special days. A well-designed birthday email program has the potential to generate high ROI on a relatively low level of effort. Birthday emails also give you another opportunity to reach out to your customers with a highly relevant message. Despite these benefits, <strong>Silverpop</strong> found in a recent study that seven in 10 email marketers don’t send birthday emails. On top of that, three out of the four email marketers who don’t send birthday emails say they don’t intend to start. We put these findings and much more in a report, “Birthday Blueprint: How to Build a Top-Tier Birthday Email Program,” which looks at the state of birthday email marketing and addresses the reasons why some marketers don’t do birthday emails. Blueprint for Building Your Birthday Email Program The report also includes our seven-step Birthday Blueprint and loads of examples and illustrations. Here’s a condensed version. I invite you to check it out and then download the complete report. Step 1: Set your birthday program goals. Your birthday email program can serve one or both of these basic goals: • Build branding and customer engagement: You send an attractively designed message that doesn’t include a purchase incentive with the “Happy Birthday” greeting. This approach dings your marketing budget the least, and you might even realize some incremental revenue. • Drive online or offline visits and revenue: Using a purchase incentive such as a discount, upgraded service or no-strings freebie generates measurable results but can also affect your margins or marketing budget. Step 2: Determine a delivery schedule. Generally speaking, the more effort a recipient has to expend to benefit from your message, the farther in advance you should send it. If you don’t use incentives, you can send the message on or near the recipient’s birthday. At the other extreme, a travel company sends its birthday emails six weeks early to give recipients time to plan a trip. SILVERPOP.COM | PAGE 133
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ALMOST EVERYTHING YOU WANTED TO KNO
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Introduction The email marketing la
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Why Email Continues to Rule the Dig
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Maximize Email’s Value Beyond the
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Email’s Other Role: Adding Value
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As marketers struggle to adopt emer
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Sources of Intent and Context Data
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Do Your Emails Need Ketchup? I need
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focusing on improving key aspects o
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Look for these opportunities to pro
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Find Your Fulcrum to Lift Your Emai
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A Progressive Approach Builds Frequ
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Upgrade Your Welcome Email What sug
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Using Email to Remarket to Your Cus
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Lifecycle Marketing Makes Frequency
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3Steady, Reliable Growth Is Your Ke
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6. Stage in the purchase or product
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5. Check-ins It started as a game (
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Social Sign-In: Take the Friction O
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Set up your form so that visitors w
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Give Your Email Messages Their Own
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• Product review pages: Solicit t
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the standard email client that it i
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4 Strategies to Add the Human Touch
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Is Your Email Message Template Read
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Life is Hard; Make Your Email Easy
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New Approaches to Holiday Email Mar
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This underscores a key finding in a
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• Some inboxes on mobile devices
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Optimizing Email for Mobile: Trends
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As a result, bigger has never been
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The Unsubscribe Process: Essential
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Time to Tackle Your List Churn How
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Your Next Challenge: Keeping Your E
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Your Email Deliverability FAQ What
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Should I use a shared IP Q: address
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6Engagement: Why It’s Vital to Yo
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The Right Message Usable. Do you ma
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years and have no use for an engage
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What’s Your Preference? What kind
Page 81 and 82: Waking Up Your Zombie Subscribers A
Page 83 and 84: Tackle the Factors that Encourage L
Page 85 and 86: Address Updating Needs an ‘Easy
Page 87 and 88: 8 Roles for Email in a World Gone
Page 89 and 90: How Location-Based Services and Ema
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Page 93 and 94: New Email Metric: Is It ‘Sharewor
Page 95 and 96: Social Media to Email: ‘Get Real!
Page 97 and 98: Email Versus Social? Take Both! How
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Page 103 and 104: on tweaking aspects of our program,
Page 105 and 106: 1. Message/Diagnostics Use: Answer
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Page 109 and 110: If It Ain’t Broke ... Fix It Anyw
Page 111 and 112: There’s a Gold Mine in Them There
Page 113 and 114: Examine the results in a week or tw
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Page 117 and 118: tion because the consumer’s actio
Page 119 and 120: Should I Adopt the Latest Tactic th
Page 121 and 122: Real-Time Content Optimization: Tes
Page 123 and 124: 13 Keys to an Effective Correction
Page 125 and 126: 9Email In Your Organization I’ve
Page 127 and 128: • A “getting started” email s
Page 129 and 130: So, if you need both top-tier techn
Page 131: Moving Beyond ‘Batch and Blast’
Page 135 and 136: Rescue Those Abandoned Carts with E
Page 137 and 138: Send Email After the Purchase to St
Page 139 and 140: When to send: Depends on product or
Page 141 and 142: 4. Behavior-based tracks. Here, you
Page 143 and 144: 3. Redesign the inbox presence: •
Page 145 and 146: message for everything from deliver
Page 147 and 148: Silverpop Resources for Digital Mar
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