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When One Email Isn’t Enough How can I send more email Q: to stay in touch with my customers without annoying them? The simple truth is that one email message often isn’t enough to persuade A: people to take the actions you want. Sometimes, consumers just need to be reminded about the subscription that’s expiring or the software they downloaded but haven’t tested yet. A series of related emails can help you build engagement with a new customer, move a prospect onto the right track or nudge a good lead closer to a buying decision. The four approaches below use automated messages to prompt your customers into acting: 1. Resend the original message. Emails get lost or overlooked all the time. Or, customers just aren’t ready to act when your message arrives. Try resending the original offer one to two days or a week later to recipients that didn’t record an open. However, you must handle this practice carefully to minimize unsubscribes and abuse complaints: • Test this approach with a portion of your list first, if possible, to see what impact it has on increased response and ROI as well as list churn. • Try sending at a different time of day. • A variation is to use a different subject line that might catch the attention of previous non-openers. Warning: This approach requires minimal effort, may annoy a segment of your subscribers and likely produces the lowest return of any reminder efforts. 2. Send reminders with modified/different creative. A second reminder approach is to send a series of emails, often two or three, with modified copy and creative, but with the same goal as the first email. This might include a reminder-focused subject line and message copy that advises the recipient to act on your offer before it’s too late. This kind of reminder would work with just about any kind of deadline-based email such as a survey request, subscription renewal, event invitation and sale. Birthday reminders are a great, but underutilized, opportunity for this approach. I recently received about 15 birthday emails, many with excellent offers that had expiration dates. Surprisingly, not a single company sent me a reminder email before the offer deadline. Another common example is the cart abandonment series. The marketer might deploy a threepart series over a week, with the first message taking a service focus, the second a free-shipping offer and final message with a “last chance and 20 percent off” offer. Urgent: Suppress all recipients from successive messages when they take the desired action. 3. Scheduled email series. This is a group of email messages designed to drive one or more actions or improve engagement. Each succeeding email builds on the previous one with a different but related message. Consider the “welcome” message. One “welcome” message is better than none, but a series of messages will give you more opportunities to introduce your company, brands, value proposition, acquire more customer information, and drive immediate sales through an offer. A key goal in this scenario is to create a predetermined and controlled onboarding experience for the new subscriber. SILVERPOP.COM | PAGE 140
4. Behavior-based tracks. Here, you create a sophisticated set of business rules that apportion customers into different tracks based on their actions or lack of action. This approach requires a marketing automation platform that enables the marketer to map out a series of “if-then” statements, and deploy messages or other actions such as sending a direct mail piece or call from a sales or call center rep. The program automatically moves each subscriber into different tracks based on their ongoing behavior, such as: • Opening or clicking on an email, or not • Making a purchase or not • Visiting a Web page • Downloading a white paper • Logging into your account • Speaking with a call center rep More is Better The simple fact is that sending more emails to subscribers works. Better yet, of course, is to leverage individual recipient behavior and automation to nurture them down the conversion path. But basic math also works here. One client sends a fairly simple three-part cart abandonment reminder series with only minor creative changes and a modest gift offer in the final email. Conversion rates for the emails are 22 percent, 15 percent and 24 percent. If the client only sent a single cart reminder, they would be leaving millions of dollars in revenue on the table each year. SILVERPOP.COM | PAGE 141
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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
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Waking Up Your Zombie Subscribers A
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Tackle the Factors that Encourage L
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Address Updating Needs an ‘Easy
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8 Roles for Email in a World Gone
Page 89 and 90: How Location-Based Services and Ema
Page 91 and 92: Social Sharing Expands Your Email R
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
Page 99 and 100: 8Testing, Measurement and Optimizat
Page 101 and 102: While getting the resources for aut
Page 103 and 104: on tweaking aspects of our program,
Page 105 and 106: 1. Message/Diagnostics Use: Answer
Page 107 and 108: • Designing emails for preview pa
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
Page 115 and 116: • Marry anonymous Web behavior to
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 and 132: Moving Beyond ‘Batch and Blast’
Page 133 and 134: Birthday Emails: The Goodwill Ambas
Page 135 and 136: Rescue Those Abandoned Carts with E
Page 137 and 138: Send Email After the Purchase to St
Page 139: When to send: Depends on product or
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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