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• How do we integrate email, social and mobile marketing activities with each other to drive greater ROI across all three channels? • How do we better leverage email to drive increased engagement in social and mobile channels? • How do we grow our email database using social and mobile channels? • How do we measure the effectiveness of each channel relative to its level of reach, adoption and investment? How you frame your questions will determine whether you launch an interesting but ultimately fruitless discussion or spark a conversation that leads to the kind of insight we need to keep the email industry moving forward and realize its full potential. SILVERPOP.COM | PAGE 98
8Testing, Measurement and Optimization Your email marketing program is not carved on a stone tablet. You can review your decisions to see what’s working and to make it run better, whether you’re fine-tuning your email messages or remaking your entire program from top to bottom. Optimization, then, isn’t just an optional extra: It should be built into your email workflow, applied to everything from acquisition to message creation to workflow management. Optimization starts with a simple question – “How could we do this better?” – and then uses testing to answer the question and analysis to find corrections. Which subject line will get more opens and drive more conversions? Are we doing everything we can to retain our subscribers? Which improvement could help our program revenue break through to a higher level? Testing, measuring and optimization are things many marketers know they should be doing but don’t think they have the time or tools to do. In truth, if you aren’t testing at least some of your most securely held beliefs about your email program, you could be wasting money on things that don’t work and watching your competitors slip past you. Many email programs and email service providers have built-in measurement and optimization tools. You need to dedicate some time – and, possibly, money – to use them, learn from them and apply them to your programs. The tools are out there for you. You just need to pick them up and use them. SILVERPOP.COM | PAGE 99
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ALMOST EVERYTHING YOU WANTED TO KNO
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Introduction The email marketing la
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Why Email Continues to Rule the Dig
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Maximize Email’s Value Beyond the
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Email’s Other Role: Adding Value
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As marketers struggle to adopt emer
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Sources of Intent and Context Data
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Do Your Emails Need Ketchup? I need
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focusing on improving key aspects o
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Look for these opportunities to pro
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Find Your Fulcrum to Lift Your Emai
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A Progressive Approach Builds Frequ
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Upgrade Your Welcome Email What sug
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Using Email to Remarket to Your Cus
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Lifecycle Marketing Makes Frequency
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3Steady, Reliable Growth Is Your Ke
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6. Stage in the purchase or product
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5. Check-ins It started as a game (
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Social Sign-In: Take the Friction O
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Set up your form so that visitors w
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Give Your Email Messages Their Own
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• Product review pages: Solicit t
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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
Page 95 and 96: Social Media to Email: ‘Get Real!
Page 97: Email Versus Social? Take Both! How
Page 101 and 102: While getting the resources for aut
Page 103 and 104: on tweaking aspects of our program,
Page 105 and 106: 1. Message/Diagnostics Use: Answer
Page 107 and 108: • Designing emails for preview pa
Page 109 and 110: If It Ain’t Broke ... Fix It Anyw
Page 111 and 112: There’s a Gold Mine in Them There
Page 113 and 114: Examine the results in a week or tw
Page 115 and 116: • Marry anonymous Web behavior to
Page 117 and 118: tion because the consumer’s actio
Page 119 and 120: Should I Adopt the Latest Tactic th
Page 121 and 122: Real-Time Content Optimization: Tes
Page 123 and 124: 13 Keys to an Effective Correction
Page 125 and 126: 9Email In Your Organization I’ve
Page 127 and 128: • A “getting started” email s
Page 129 and 130: So, if you need both top-tier techn
Page 131 and 132: Moving Beyond ‘Batch and Blast’
Page 133 and 134: Birthday Emails: The Goodwill Ambas
Page 135 and 136: Rescue Those Abandoned Carts with E
Page 137 and 138: Send Email After the Purchase to St
Page 139 and 140: When to send: Depends on product or
Page 141 and 142: 4. Behavior-based tracks. Here, you
Page 143 and 144: 3. Redesign the inbox presence: •
Page 145 and 146: message for everything from deliver
Page 147 and 148: Silverpop Resources for Digital Mar
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