Lifecycle Email Marketing

Lifecycle Email Marketing A Magento Webinar Presented by Digital Evolution Group 13 July 2011

About Digital Evolution Group

Polling Questions How many of you currently use Magento? work with an ESP?

Agenda Lifecycle Email Marketing Defined Defined Segmentation Best Practices and Examples

Lifecycle Email Marketing Generate 6X lift in Email Performance Over traditional Outbound Emails Gartner, Top 7 CRM Marketing Processes for 2011, April 2011

Lifecycle Email Marketing Strategic plan which drives customer engagement at various stages during the Lifecycle.

Lifecycle Email Marketing Average Annual Churn Rate 25 30% Lyris, Guru Guide 2011

Lifecycle Email Marketing Tactical Recommendations Acquisition Interested Subscriber Engaged Subscriber Influencer Lapsed Cultivate Long- Term Customers Facilitate First Purchase Maintain or Increase Purchase Levels Encourage Social Sharing Reengage Welcome Email Series Progressive Profiling Continue Progressive Profiling Utilize Demographic or Geographic data for dynamic content Product Lifecycle Loyalty Program Product Lifecycle Acquisition of Facebook Fans and Twitter Followers Social sharing of products User-generated content Winback Campaign

Relevancy = Revenue

Best Practices and Examples

Lifecycle Email Marketing - Acquisition

Welcome Email Series Goal Cultivate long-term customers among highly engaged new subscribers Single Email vs. Email Series < 1% of delivered emails, 10 20% total revenue Real Time / Automation

Welcome Email Series Content Email #1 Dynamic offer/content based upon method of sign-up Set expectations Quick links to Customer Service, Account, Profile Center

Welcome Email Series Content Email #1 Dynamic offer/content based upon method of sign-up Set expectations Quick links to Customer Service, Account, Profile Center Email #2 Begin Progressive Profiling Feature Popular Product Lines / Product Benefits Website Features / Ways to Shop

Progressive Profiling via Preferences Center

Preferences Center Magento

Welcome Email Series Content Email #1 Dynamic offer/content based upon method of sign-up Set expectations Quick links to Customer Service, Account, Profile Center Email #2 Begin Progressive Profiling Feature Popular Product Lines / Product Benefits Website Features / Ways to Shop Email #3 Promote Social Interactions Facebook, Twitter, Blogs, Communities Update Profile / Create an Account

Welcome Email Series - Example

Welcome Email Series Magento

Lifecycle Email Marketing Interested Subscribers

Birthday & Anniversary Emails Goal Continue relationship building along the consumer lifecycle by utilizing customer data Time of Send & Automation 1% of Emails Delivered, 2 10% of Total Revenue Offer

Birthday & Anniversary Emails Types Birthday Subscriber Birthday Store Birthday Anniversary Subscriber Anniversary length of subscription Company Anniversary Wedding Anniversary

Birthday & Anniversary Emails Examples

Birthday & Anniversary Emails Magento

New Subscriber Offer Email Goal Facilitate the first purchase for a newer subscriber who has not converted yet Time of Send Automation Offer

New Subscriber Offer Email

New Subscriber Offer Email Magento

Lifecycle Email Marketing Engaged Subscribers

Loyalty Emails Goal Encourage repeat purchases by featuring points balances and providing exclusive offers to Loyalty members 40% Higher Open Rate, 22% Higher CTR Increase Revenue Per Email 11% Boost Transaction Rates 29% Experian CheetahMail, The Loyalist: Leveraging Relationships with Existing Customers to Increase ROI January 2009 June 2010

Loyalty Email Examples

Lifecycle Email Marketing Influencers

Social Influencer Emails Goal Encourage: Acquisition of Facebook Fans and Twitter Followers Social sharing of products User-generated content

Acquisition of Fans and Followers

Social Sharing of Products

User-generated Content

Lifecycle Email Marketing Lapsed

Winback Emails Goal Reactivate subscribers at various levels of unengagement Prevent subscribers from becoming Lapsed Reengage subscribers who do not open/click Target Audience KPIs Automation Tiered Offer Strategy

Winback Emails

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