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Add Your Customers’ Voices to Your Emails We have some great Q: customer stories to tell. Can we incorporate these stories into our newsletters? Adding your customers’ voices to your A: email messages can be the best way to “humanize” your content. Emails that let your customers tell your story actually help you create a community of buyers or users, not just sell products. Today’s consumers are increasingly basing their purchase decisions more on the opinions of their fellow consumers than on the adjectives in your marketing messages. Social networks are a natural gathering place for user content such as comments and testimonials. Use this “voice of the consumer” in your email messages, both to add the kind of humanization and personality that makes your messages more appealing and to help consumers talk to each other on your terms. Your email platform then becomes a hotbed of “sideways marketing” in which your subscribers and customers help sell, educate and promote your products and services to each other in your messages. How to Track Down User-Generated Content for Your Emails Content that your customers, shoppers and fans produce about your company, brands or products comes in four basic categories: • Testimonials: Unsolicited and solicited qualitative statements about your products/ services and customer experience. Example: Incorporating a customer testimonial in an email promoting benefits of upgrading to a higher service or membership level. • Reviews: These are qualitative reviews from buyers/users that can serve either as brief excerpts or full testimonials with names. Example: Including a customer review of a featured product in a remarketing email. • Comments: Postings in social networks, on blogs (both posts and comments on posts), via email contacts, comments to call-center personnel or other sources. Example: “Quote of the Week” highlighting one comment a week from a subscriber. • Media/Original Content: This includes photos your customers took on recent trips, fun or instructive videos about a product or experience with your company, and other “original” content. Examples: Recipes or cooking tips that incorporate your ingredients or products; a subscriber’s travel photo and story. Other Sources You Probably Overlook Everywhere you look you’ll find content your users have produced about your company, products, services and customer experience, including some places you might not have considered: • Your call center: It’s not just for solving problems. Your support people can solicit and pass along comments and testimonials from satisfied customers. • Inbound email messages: This is another reason why it’s so important to monitor your email reply-to and related customer-contact addresses. SILVERPOP.COM | PAGE 42
• Product review pages: Solicit these through post-purchase emails and your website review functionality or third-party software. • Social networks/communities: These include posts on your Facebook wall, in your Twitter stream, in location-based communities (Foursquare/Yelp), in private discussion groups or communities and similar sources. • Blogs: Your own posts on your corporate blog can generate comments you can repurpose for email, as well as customer or third-party blog posts or comments. • Media sites: YouTube (videos), Flickr (photos) and SlideShare (presentations) are just a few examples. • Solicited comments: These include postpurchase customer surveys, in-store or website comment forms and other feedback sources. Results: Approximately a 30 percent lift in all key metrics — orders, sales and orders per unique opens. Also, fewer unsubscribes and spam complaints and a slight increase in average order value. Testimonials are now a key part of their email program. A final note: Ask your customers or users for permission to use comments or original content. Don’t rely on vague privacy-policy or user-agreement language to cover you on this. Also, check with your legal counsel and review usage policies of third-party sites. Testimonials Drive Success for King Arthur Flour These techniques are producing measurable results for <strong>Silverpop</strong> client King Arthur Flour, which manufactures premium baking products. The company uses the Web, email and social networks to connect with and capitalize on its community of bakers, bloggers and other enthusiasts and to promote its products and resources. King Arthur used A/B testing to discover that emails containing testimonials generated a significant increase in engagement and revenue over messages without testimonials. The company ran an email A/B test in which one version of the email featured star ratings and testimonials for the main products, while the other did not. SILVERPOP.COM | PAGE 43
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 and 14: Sources of Intent and Context Data
Page 15 and 16: Do Your Emails Need Ketchup? I need
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: Give Your Email Messages Their Own
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
Page 79 and 80: 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
Page 91 and 92: Social Sharing Expands Your Email R
Page 93 and 94:
New Email Metric: Is It ‘Sharewor
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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
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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
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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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