Slides from the 2.11.10 DM News Webinar. This webinar presentations shows email program examples and outlines a number of steps that email marketers can take to greatly improve subscriber engagement and ROI. Areas that will be covered include welcome email programs, incorporating personality, making your content more shareworthy, capturing and using customer data, preference centers, reactivation tactics and much more.

1. Three Strategies for Email Marketing Success in 2010

2. Speakers & Agenda Loren McDonald VP, Industry Relations Silverpop Moderator Melanie Coombs Senior Email Marketing Analyst, Fabric.com Agenda Fabric.com Overview Setting the Scene Leverage the Data Engage With Customers / Subscribers Automate and Optimize Questions & Answers

4. Founded in 1999

5. Headquartered in Marietta, GA

7. …but…it is getting tougher.

8. Social Media Explosion

9. Mobile / Small-Screen Devices

10. Inbox Overload

11. Multiple Inboxes Web Browser Web Version PC client Mobile Client Social Network RSS Feed

12. Tuning Out / Inactives

13. So 3 Must Dos in 2010 Leverage the Data Engage With Customers/Subscribers Automate and Optimize

14. Leverage the Data

15. It is all about the data… Collect Observe behavior Act

16. Preference Centers/Opt-in Process

17. Why Preference Centers?

18. Society of London Theatre

19. Targeted communications based on age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate

22. Capture Only Data You’ll Use

24. 13.8% CTR

25. 10% higher conversion rate

28. Semi-Active – Buying, opening and clicking occasionally

30. Semi-active – Opening and clicking occasionally

32. 7% Click through rate

34. Engage With Customers/Subscribers

35. Manage Expectations

36. Subscriber Expectations Privacy/Permission Brand Other communications Content Frequency Format Subscription management Relevance and personalization

37. Welcome Emails

38. Within two months of opt-in, the open rate typically falls 20% to 25%. Source: MarketingSherpa

39. Bring the Flowers

42. Single email

43. IT Generated

44. No marketing messaging

45. HTML

46. 2-part email series

47. Marketing generated

48. Promotions, education75% increase in conversions

49. Create content that is shareworthy

50. Social Email is the New Viral

51. Share to Social / SWYN in Email Increased views, clicks Reach new audience Obtain new subscribers Viral buzz Increased ROI Most valuable sharers

52. “Dough” + Valentine = Shareworthy

53. Content that is Engaging & Human

54. Unexpected (but good) content

55. Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.

56. Email That Educates & Sells

57. Like, Awesome Dude!

60. 25% to 80%+ of your list is “inactive”

61. Don’t Wait, Be Proactive

62. Dell Reengagement Email

63. Re-engagement Series

64. Re-engagement Series Results Performed abysmally (not unexpected) 5.8% Open rate 1.8% click through rate 1-2 orders per fiscal quarter So why bother…

65. Verifies email address is no longer of valueandImproves list quality / deliverability

66. New Message Streams

68. Value-Added Message Streams Notifications Alerts Reminders Aggregators Confirmations Updates Closeouts …and more

69. Wine of the Day - Cadence

70. Automate and Optimize

71. Why automate?

73. Automation to the rescue!

74. Use Triggers: Reminders / Cart-Abandonment / etc.

75. Web Analytics Data Drives Two Key Programs

76. Swatch Order Reminders

77. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates Average Order Value is 53% HIGHER

78. Cart Abandonment Emails 52% Open Rate 27% CTR

79. Click-Through Rates that are 350% higher than broadcast email rates Average Order Value is 10% HIGHER Conversion rates 50% higher than broadcast

80. Rewards for Fabric.com’s Efforts 35+% of revenue comes from email Nearly 50% annual growth in email revenue 140% increase in conversion rate More than 50% increase in visitors 7% increase in avg. order value

81. Go for it!

82. Contact Information Melanie Coombs, Fabric.com melanie@fabric.com www.fabric.com Twitter: @fabricmaverick Loren McDonald, Silverpop lmcdonald@silverpop.com Twitter: @LorenMcDonald @Silverpop

83. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com