eBook - Silverpop

focusing on improving key aspects of their program
that will deliver a significant rather than
incremental increase in results.
One Example: Add Value to a
Standing Email Message
Your first step is to identify the fulcrum point in
your customer relationships and email program.
This could be the onboarding period, post-purchase
or other behavioral trigger.
One e-commerce client’s fulcrum email is a triggered
email that reminds customers that their
recurring monthly orders will be shipped in seven
days unless they cancel or revise their orders.
The company conducted significant ordersize
analysis and added a free-shipping offer
to encourage purchases beyond the standing
monthly product order. They also added additional
product recommendations, top sellers and
other information.
The changes worked well: This email is now the
single largest revenue-generating email in their
program, not including revenue from the recurring
order.
“Thinking Big” Starts Now
Have you identified that fulcrum email or period
in the customer lifecycle where you can double or
triple revenue or conversion rates?
While tactics such as optimizing your emails for
mobile and touch screen devices will be important
in 2013, don’t take your eye off the ball and ignore
the biggest ROI opportunity that is sitting at the
center of your email program.
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