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2What’s Your Email Strategy? Email marketing used to be so easy. You created a message, sent it to your mailing list and counted up all the responses. And then you did it again, and again, and again. Today, an email marketer has so many decisions to make: Should I send one message to my entire mailing list, or should I divide my database into segments and send a different message to each segment? Or, should I send mostly triggered messages? Should I send messages on a specific day of the week or whenever I have something to send? How many messages should I send in a set amount of time? What other kinds of messages can I send to drive greater sales for me and more value for my recipients? Before you start sending messages, or when you think it’s time to revamp your email program, you need to decide on your messaging approach. It’s not an arbitrary decision, like broadcast versus targeted/triggered messaging. Your decision rests on things like what you want email to do for your company, how much time, money and human capital you can invest, and what your email software is capable of doing for you. SILVERPOP.COM | PAGE 14
Do Your Emails Need Ketchup? I need some fresh ideas Q: for what I can use email for at my company. What do you suggest? Think of your email messages as if they A: were burgers. You could send out the same old familiar burgers that everybody else makes, with maybe one version that includes a skinny slice of processed cheese for variety. Or, you could create burgers like the one I had on vacation once. The Kobe beef patty was topped with Havarti cheese, garden-ripe red tomatoes, caramelized onions and wild arugula: This gorgeous burger’s appearance made me rethink a near lifelong habit of automatically adding a dose of Heinz ketchup to my all-beef patty. How does email figure here? Because many marketers also automatically add “ketchup” in the form of discounts, free shipping and other common incentives to their emails. What they really need is a better-tasting burger. Now, marketers deploy these tactics for a reason. Incentives and sweeteners produce results and, in most cases, still deliver a great return on investment. But what if you didn’t need ketchup — er, incentives? Here’s my challenge to email marketers: Rethink your $4 email burger and serve up a $15 version instead. Remember, the success of my $15 burger (with garlic fries) rested on the quality of the ingredients: homemade buns, fresh produce, gourmet cheese and high-quality beef. Below is a menu of key ingredients that will turn your fast-food email burger into a mouthwatering gourmet treat that will generate a higher ROI and improved margins because you need fewer incentives: • Messages tailored to individual recipients based on their demographics or behavior • A welcome program that sets expectations and creates value for new subscribers out of the gate and confirms that their decision to opt in to your email program was a good one • Creative subject lines that motivate people to take the action they (and you) want, not just open the email • Emails designed to render well on multiple environments and platforms — PC, Web and mobile • Creative and compelling copy that motivates people to want to know more and act • A competitively positioned email program, which serves a clear need to recipients relative to your competitors’ offerings • Emails with genuine personality that provide a reason for subscribers to anticipate your next message • Emails designed from a user perspective, making it easy for subscribers to find the information and links they need to take the action they want, anything from changing their preferences to buying your latest widget. Incentives and sweeteners will always play a role in email programs, but as you retool your email program — designing it from the ground up, with better ingredients — they may become less important to your success. SILVERPOP.COM | PAGE 15
Page 1 and 2: ALMOST EVERYTHING YOU WANTED TO KNO
Page 3 and 4: Introduction The email marketing la
Page 5 and 6: Why Email Continues to Rule the Dig
Page 7 and 8: Maximize Email’s Value Beyond the
Page 9 and 10: Email’s Other Role: Adding Value
Page 11 and 12: As marketers struggle to adopt emer
Page 13: Sources of Intent and Context Data
Page 17 and 18: focusing on improving key aspects o
Page 19 and 20: Look for these opportunities to pro
Page 21 and 22: Find Your Fulcrum to Lift Your Emai
Page 23 and 24: A Progressive Approach Builds Frequ
Page 25 and 26: Upgrade Your Welcome Email What sug
Page 27 and 28: Using Email to Remarket to Your Cus
Page 29 and 30: Lifecycle Marketing Makes Frequency
Page 31 and 32: 3Steady, Reliable Growth Is Your Ke
Page 33 and 34: 6. Stage in the purchase or product
Page 35 and 36: 5. Check-ins It started as a game (
Page 37 and 38: Social Sign-In: Take the Friction O
Page 39 and 40: Set up your form so that visitors w
Page 41 and 42: Give Your Email Messages Their Own
Page 43 and 44: • Product review pages: Solicit t
Page 45 and 46: the standard email client that it i
Page 47 and 48: 4 Strategies to Add the Human Touch
Page 49 and 50: Is Your Email Message Template Read
Page 51 and 52: Life is Hard; Make Your Email Easy
Page 53 and 54: New Approaches to Holiday Email Mar
Page 55 and 56: This underscores a key finding in a
Page 57 and 58: • Some inboxes on mobile devices
Page 59 and 60: Optimizing Email for Mobile: Trends
Page 61 and 62: As a result, bigger has never been
Page 63 and 64: The Unsubscribe Process: Essential
Page 65 and 66:
Time to Tackle Your List Churn How
Page 67 and 68:
Your Next Challenge: Keeping Your E
Page 69 and 70:
Your Email Deliverability FAQ What
Page 71 and 72:
Should I use a shared IP Q: address
Page 73 and 74:
6Engagement: Why It’s Vital to Yo
Page 75 and 76:
The Right Message Usable. Do you ma
Page 77 and 78:
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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Social Sharing Expands Your Email R
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New Email Metric: Is It ‘Sharewor
Page 95 and 96:
Social Media to Email: ‘Get Real!
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Email Versus Social? Take Both! How
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8Testing, Measurement and Optimizat
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While getting the resources for aut
Page 103 and 104:
on tweaking aspects of our program,
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1. Message/Diagnostics Use: Answer
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• Designing emails for preview pa
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If It Ain’t Broke ... Fix It Anyw
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There’s a Gold Mine in Them There
Page 113 and 114:
Examine the results in a week or tw
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• Marry anonymous Web behavior to
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tion because the consumer’s actio
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Should I Adopt the Latest Tactic th
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Real-Time Content Optimization: Tes
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13 Keys to an Effective Correction
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9Email In Your Organization I’ve
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• A “getting started” email s
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So, if you need both top-tier techn
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Moving Beyond ‘Batch and Blast’
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Birthday Emails: The Goodwill Ambas
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Rescue Those Abandoned Carts with E
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Send Email After the Purchase to St
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When to send: Depends on product or
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4. Behavior-based tracks. Here, you
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3. Redesign the inbox presence: •
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message for everything from deliver
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Silverpop Resources for Digital Mar
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