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• In general, make sure your email is mobileand touch- friendly so that even “fat fingers” can click the button accurately and easily. Last holiday season, King Arthur Flour used email to promote sharing of holiday baked items on its Facebook page. • Wish lists: Promote several desirable products, perhaps even using dynamic copy blocks that incorporate a customer’s past buying habits. Invite the subscriber to forward or post the email as hints for a husband/wife, parent, child, sibling or friend. • “Shop with me” offers: These are traffic builders for retailers with physical locations to encourage shoppers to bring friends to their local stores or to send out-of-town friends to their own nearby stores. 3. Create stand-alone emails. Add a new email, or replace one of your regular broadcast messages with one designed specifically to be shared. Instead of retrofitting your existing message template, create a new message design with simple navigation that focuses exclusively on a single idea and uses copy to promote sharing via email, “forward to a friend” and posting on social networks. 2. Provide “shareworthy” content. People share content to help others and to be seen as a knowledgeable information source, among other reasons. The holiday season presents a number of obvious sharing themes and opportunities, including: • Black Friday promotions: Encourage subscribers to share details of your Black Friday promotion. • Coupons: If you want your coupons to go viral, encourage subscribers to share the savings among their friends. • In-store events and promotions: Photos with Santa or “meet the author” with a book signing. • “Share with a friend” offers: Past campaigns or shopping/browse behavior on your site can tell you which offers shoppers are most likely to share. QUICK TIP 3: Do the Math in Discount Promotions Take a look at this Amazon confirmation email. It deploys a useful email practice, one that I’ve been preaching for years to retail and other e-commerce email marketers. This email specifies all variations of pricing and discounts on the product: the original price, the percentage discount and the total money saved. What’s so great about that? You make it easier for your shoppers to decide to buy from you. SILVERPOP.COM | PAGE 54
This underscores a key finding in a survey of moms and their email habits and preferences, which I conducted a several years ago. Moms, especially those with young children, have many demands on their time and don’t want to pull out a calculator to figure out whether a 20 percent discount will save more money than a $10 price cut. Other customers might have different motivations. Some will be attracted to a sizable percentage off, while others will act by seeing how much money they save or contrasting the original and discounted prices. Doing the math for your customers is a start, but “make it easy” should be your email mantra every time you send an email. Every aspect of your email message – from layout to navigation and content – should help your customers decide to buy or act. SILVERPOP.COM | PAGE 55
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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 and 42: Give Your Email Messages Their Own
Page 43 and 44: • Product review pages: Solicit t
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: New Approaches to Holiday Email Mar
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
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,
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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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