This document discusses strategies for increasing email engagement in today's challenging email environment. It outlines four key approaches: onboarding subscribers effectively by setting expectations and delivering personalized content; surprising and delighting subscribers with creative, relevant content; leveraging subscribers' website browsing behavior to personalize content and offers; and using a unified behavioral platform to drive individualized, real-time communications across channels. The presentation emphasizes making the subscriber experience easy and valuable through optimized design, personalized relevance, and behavior-driven personalization.

1. • Strategies for increasing engagement in the
challenging inboxes of today and tomorrows of
today and tomorrow
Beyond Gmail Tabs:
Loren McDonald, Silverpop

4. Gmail Tabs: Zombie Apocalypse? Or …

5. … Big Yawn?

6. Active Gmail users read more
Gmail
Engagement
Level
Read Rate Before
Gmail’s Tabbed
Inbox
Read Rate After
Gmail’s Tabbed
Inbox
High 58.6% 60% (+2.11%)
Medium 10.6% 10% (-7%)
Low 2.2% 0.4% (-81%)
Source: ReturnPath research

7. 7
But let’s move on … this session is
“Beyond Gmail Tabs…”

8. Only 1 of many
challenges!!!!!

9. Today’s Menu
Inbox Challenges
Subscriber-
Focused Antidote
Q & A

10. Trends Affecting the
“inbox”
Onboarding – Start them off on the right foot…

11. Devices /
Screens
Mobility /
Context
Mobile Apps
ISP Features
Channel
Alternatives
Cadence
Distracted
Consumer
Trends
Affecting
the “Inbox”

12. Multiple devices used by your subscribers …

13. Small Medium Large
Leads to “screensize-apalooza”
iPhone
2.3” wide
Galaxy Note II
3.2” wide
Nexus 7
7.3” wide
BB Bold
2.6” wide
iPad Mini
5.3” wide
Excite 13
8.5” wide
Source: Justin Jordan, Litmus

14. Mobile is more than just design – “context”

15. Mobile apps for email add to the craziness

16. ISP/Web client controls

17. Growing channel alternatives

18. Nov 18
1 week before
Thanksgiving
Day
Jan 2
Dec 25
51
emails
37
emails
T-Day
To
XMAS
Increased sending cadence from competitors

19. Increasingly distracted / multi-tasking consumers

20. But don’t freak out about what you don’t control

21. … rather, focus on what you DO control!

22. 22
And creating more compelling
customer-focused emails …

23. So, how do you break through to subscribers?

24. Onboard
Subscribers
Create A Great
User
Experience
Surprise &
Delight
Subscribers
Increase
Relevance for
Each Subscriber
Four
Approaches

25. Onboarding: Start subscribers off
on the right foot
Onboarding – Start them off on the right foot…

26. Tell
subscribers
what they are
going to get …
and then
deliver on
your promise.

27. Ask for More Information

29. Welcome Progression – But still generic …
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series

30. Cruise
Site
Caribbean Mexico Alaska
Email Sign-
Up
Welcome
Email 1
Welcome
Email 2
Mexico
Offer
Welcome
Email 3
Hawaii
BrowseGeneric
Content
Ooops

31. Email Sign-
Up
Welcome
Email 1
Welcome
Email 2
Welcome
Email 3
Welcome
Email 4
Or you try to convert them on Alaska Cruise
Alaska offer –
w/deadline
Includes current
Alaska cruise offer
Includes
survey/progressive
form
Includes current
Alaska cruise video /
Testimonials
Using Web
Tracking – marry
browse behavior
to email address

32. User Experience
Surprise and Delight

33. This Not This
Don’t make it hard for subscribers

34. Shipping Options – Return Policy – Gift Cards – 1-888-555.1212
Adding obvious navigation
links during holiday season

35. Calculate everything for the consumer
Don’t make them think …

36. Answer obvious questions IN the email

37. Pre-Headers – Use Them to Your Advantage

38. Pre-header text
continues from the
subject line question.

39. Do you have the touch?
39
Old mouse New mouse

40. Clean, simple HTML buttons

41. Responsive
Design

42. Surprise and Delight
Surprise and Delight

43. 43
Add some “white space”

44. 51 emails
46 days
But what are you going to do for me?

45. Pumpkin content
“treat”

46. Pick Your Fit: Jeans for Every Guy

47. 47
Get creative, use
personality and humor

48. Get creative,
use
personality
and humor

49. Relevance – Leverage
Behavior
Surprise and Delight

50. The Decisive
Moment
"To me, photography is the
simultaneous recognition, in a
fraction of a second, of the
significance of an event as well as
of a precise organization of forms
which give that event its proper
expression.”
Henri Cartier-Bresson

51. To know a person … watch
what they do, not what
they say.
Danny Santagato

52. Subject Line Personalization
First name personalization
Personalized Content
Name and contact info for each customer’s personal rep
Dynamic Subject Lines
The subject line changes based on the type and
duration of club membership
Individualized Content Lists
For any customer who has purchased two or more items
in the last 90 days, list each purchase with review links
E-commerce-driven Personalization
Display totals and other engaging content to drive
follow-on purchases
Website-driven Content
Directly track each customer’s Web activity and
prompt them to visit new areas of the site
Send Time Optimization
The message arrives in each individual’s inbox at precisely
the time that individual is most likely to check email
Data-driven Dynamic Image
Image is selected based on demographic and profile info
Score-driven Dynamic Offer
Discounts/prices vary by social influence and time since last purchase
Truly Individualized Email Messaging
1 3
4
5
6
2
9
8
7
1
2
3
4
5
6
7
8
9

53. Birthday
Email
2.0

54. Browse behavior-based retargeting

55. Visitor is Put Into a Simple Program

56. “For Him” Browse Retargeting Email
2.2% conv. rate vs
1.6% for Broadcast
emails

57. Likely to Churn Behavior Triggers Content/Contact
Subscriber
Activated their
System
Annual Churn
~13%
Power User
Arms their home
security system
regularly
Annual Churn
~8%
Notification User
Receives
text/email
messages for
alerts in their
home
Annual Churn
~5%
Super User
Uses interactive
services regularly
Annual Churn
~1%

58. Summary
Start
subscribers off
right
Make it easy to
do what
customers
want
Wow
subscribers
with awesome
content
Leverage
behavior to
drive individual
relevance

59. A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of system or vendor,
into a single view that drives individualized, real-time content
through the most appropriate channel.

60. Silverpop is the
digital marketing platform that delivers
superior overall return on relationship
powered by the deepest insight into the
way customers behave.

61. Interested In Learning More?
www.silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop

62. Questions / Thank You
Presenter 1
Title
Company
Presenter 2
Title
Company
Loren McDonald
– Twitter: @LorenMcDonald
– G+: +Loren McDonald
– Pinterest: intevation
www.slideshare.net/silverpop
Twitter: @Silverpop
www.silverpop.com