eBook - Silverpop

Find Your Fulcrum to Lift Your
Email Program
What can I do to drive
Q: more email sales without
adding yet another email stream
to our messaging stream?
Can you identify your “Black Friday”
A: email? Not the emails you send in late
November, but an email that serves as the fulcrum:
the trigger event that generates a majority
of revenue or conversion activity and helps
your program meet or exceed its goals.
Identifying and optimizing your “fulcrum event”
is one of the most important steps you can take
to improve email marketing results.
Think Big, Act Big
For many email marketers, their “Black Friday”
is the fulcrum event in the customer relationship
that drives revenue, repeat purchases, engagement,
and loyalty. It could be an on-boarding or
welcome program, post-purchase follow-up or
other behavioral triggers.
For one Silverpop client, the fulcrum email
became a triggered email reminder of a standing
product order. After conducting significant ordersize
analysis, the company added a free-shipping
offer to encourage additional purchases, as well
as product recommendations, top sellers and
other information.
That reminder email is now its single largest
revenue-generating email, without even including
revenue from the recurring order.
How Fulcrum Thinking Fosters the
Improvement Process
Focusing your attention on your fulcrum event
helps you answer one of the great questions in
email marketing: Where do I start to make
things better?
It also clarifies your thinking, avoids distractions
and frames the case you might need to make to
your management for interdepartmental cooperation
(such as IT or customer service) and additional
budget resources.
Once you have optimized this key point in
your email marketing program, many other
incremental improvements will fall into place or
become obvious that they are next up on your list
of things to tackle.
Focus on Your Fulcrum Opportunity
1. Identify your fulcrum event (or events). It
could be your busiest sales period of the year or
critical conversion triggers such as these:
• Membership or standing-order renewals
• The first 30 days after an email opt-in
• First purchases that drive follow-on revenue
• Converting free users to premium accounts
• Product demos
• Reducing churn driven by inactivity
SILVERPOP.COM | PAGE 21