eBook - Silverpop

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.
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 individual
subscribers 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 (and Better) is Better
The simple fact is that sending more emails to
subscribers works, but not an unending series
of messages with the same call to action time
after time.
Instead, 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.
Ready to ramp up frequency with value-driven
emails?
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