5 ideas to integrate your email and online experience
DESCRIPTION
Want to boost your email effectiveness? Tie your email and website together to expand your reach and create a more personalized customer experience. Don’t just hit send – maximize your email investment. Walk away with 5 ideas to integrate your email program and website today – from simple ideas for marketing novices to more advanced concepts. Plus, take home our handy ‘Ideas to Integrate’ checklist, featuring our top 5 ideas for developing a cohesive online experience for your customers.TRANSCRIPT
5 Ideas to Integrate Your Email + Online Experience
Peter Bergen, Dan Caro, + Bill Haskitt
@whereoware
Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:15 years in the business
Silverpop Platinum Partner2013 consulting partner of the year
2011 agency partner of the year
18 Silverpop-certified email specialists
3 full time email designers
Over 50 email clients
1100 individual marketing campaignssent by Whereoware last year
certified partner
A few of our clients
The 5 ways
Email signup
Is your email signup near the top of your website?
Are you using a popover?
Do you offer a clear value proposition?
Can you deliver on the information you are requesting?
Is your confirmation page optimized?
Is an autoreply email tied to your email signup?
Does the autoreply email follow through on your value proposition?
Are you continually testing and optimizing your email signup process?
= $1000 lifetime value
= $200
Landing pages
Do your email and landing page have consistent aesthetic?
Does your landing page follow a logical thought sequence?
Does your landing page follow through on your email’s value proposition?
Does your landing page offer a clear value proposition?
Is your conversion process easy?
Is the call-to-action clear?
Are you continuously testing and optimizing your landing page?
Making it mobile friendly
Does your analytics tool indicate that you need a mobile solution?
If your website is mobile-friendly, does your email match? (and vice versa?)
Is your font large enough to see, even if resized (at least 14 pt)?
Is your call-to-action touch-friendly (at least 44 x 44px)?
Is your message streamlined to reduce text?
Is your message modified for mobile users?
Are you continually testing and optimizing your mobile experience?
Look at your stats
Mobile friendly email design
Streamlined messaging
Larger font size
Single column design
Touch-friendly CTA
Same applies to websites
Same applies to websites
Larger font size
Single column design
Touch-friendly CTA
Web behavior + purchase data
Is SPOP web tracking code on your site?
Is your purchase data integrated into your marketing database?
Did you identify actionable customer behaviors?
Did you pinpoint key segments in your database?
Did you map out your campaign and/or visitor flow?
Neutral Page
Looking at the data
Mapping out the campaign
39
Purchased wedding products
Wedding
essentials
Wedding
nurturing
Wedding
favors
Bridal
party gifts
Thank
you cards
Friend’s wedding
nurturing
Bridal
shower
invites
Shower
tableware
Bach.
invites
Bach.
tableware
Wedding
gifts
Your
wedding?Clicked on
wedding link
YesNo
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
The key segments: Brides and/or bride’s friends
Adding email data to it
Wedding
Bridal Shower Web Visit
Friend’s wedding
Stepping it up a notch with…
Web tracking events
iFrames
Smart content
Universal behaviors
Relational tables
Web tracking: custom event
Dynamic content features products based on the gender stored with an SPOP custom event
Key takeaways
• Start off with the basics Email signup prominently on the website Welcome email drives users back to the website
• Look through your analytics to find Mobile trends Traffic trends
• Can’t get your data? Use email to collect the info you need
Thursday: 1:15-2:00 – A703/704 Thursday: 1:15-2:00 – Atrium BC
Bill Haskitt
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
get in touch