Lifecycle Marketing Made Easy with Conversation Manager

Time and again, we have seen that marketing based on either a customer's stage in the buying process or based on specific behaviors will deliver higher response rates and ROI. But for email marketers, setting up these types of lifecycle marketing programs can be complicated, and usually involve several internal teams, including IT, and several vendors, like an ESP and web analytics provider. But there are now tools available, like Conversation Manager from e-Dialog, that puts the power into the marketer's hands and lets them build their own sequences and automated triggered messages. 

Without a doubt, the welcome message is the top must-have trigger for email marketers. I find it very surprising however, that so many retailers lack a single welcome message or even a welcome series. Industry research has shown that welcome emails get four times as many opens and seven times as many clicks. 

I recently signed up for emails from Rent the Runway and I really liked their welcome sequence. I think because their business is unique, they need to explain how the service works, and they use the welcome sequence to do that.

In the first message, they give a clear view of what's in it for me. I can get complete outfits for special occasions, I can get advice from experts, and I can join a community of like-minded fashionistas!

 

 

In the second email, they answer some common questions new members have, like how to get the right size, and how to know the dress will arrive in time for the event.

 

 

In the third touch in the series, they offer more ways to keep up to date and in the know, by highlighting their Facebook page, customer reviews, and company news. 

 

Setting up a welcome sequence like this one is easy with Conversation Manager. It allows for timed sequences, as well as branching based on whether or not an initial email was opened or clicked or not. Conversation Manager is now available to all e-Dialog clients; just contact your account team for access and training. If you'd like to learn more about Conversation Manager, visit www.e-dialog.com/conversationmanager to view a demo.

 

Liz Lynch, senior marketing communications specialist

e-Dialog, @eDialogLiz

To Customers Impacted By Recent Storms...

The one-two punch of Hurricane Irene followed by Tropical Storm Lee has led to large scale flooding along portions of the east coast. With people dealing with storm damage and limited mobility due to washed out roads, I expected marketers would send emails with offers. I received a couple of emails from companies I thought I would hear from, like Home Depot, but also wanted to share a few unexpected messages. 

 

The first is from Discover Card. The email offers sympathies for recent difficulties and offers assistance locating ATMs, issuing PINs for emergency cash and potential other assistance. 

 

 

 

The second is from Pottery Barn, offering a 15% in-store discount to customers affected by the storm. The offer requires the homeowner to show a FEMA card, or other official documentation to receive the discount. Some might think this is overkill, but I think it shows they do want to be sure this offer is used by the people who really need it. 

 

 

 

What do you think of these messages? Is this the right channel for these kinds of communications? I would love to hear your opinion, just leave a comment!

 

Liz Lynch, senior marketing communications associate, e-Dialog

Happy Half Birthday: Creating Moments of Engagement

We've talked a lot about lifecycle marketing (what we call Moments of Engagement) and creating messages around events like anniversaries and birthdays. We've also talked about manufactured moments of engagement that marketers can create that are not strictly promotional. These include editorial content and special events or celebrations. Read our previous two posts here and here. 

Today I received a great example of a manufactured moment of engagement from Baskin Robbins. It's an email for my half birthday, offering a buy one, get one free scoop. This is an easy way to connect with a subscriber in a fun and unexpected way. 

 

What do you think? Have you implemented any similar programs or gotten any that you really like?

 

Liz Lynch, senior marketing communications specialist, e-Dialog

The Tax-Free Inbox

This past weekend was a sales tax holiday in Massachusetts, which meant that purchases up to $2500 were not taxed, with a few exceptions, like automobiles. I was happy to see that some of my favorite retailers were on top of this and sent out some highly relevant and targeted messages. Here are a few of my favorites. 

 

The first is from Crate & Barrel. I like that it's very clear what the dates are and they include a link to the Massachusetts Department of Revenue so I can get all the details from the source if I have any questions. I also liked that they noted online purchases would also be tax-free, because some people may not have been able to make it to the store and would have not made a purchase when they otherwise would have. What surprised me was that they didn't publish my closest store, when they have done that in other emails. 

 

 

Home Depot kept it simple, but did include info on the $2500 limit, which was nice. 

 

 

This email from West Elm was really clear about the time frame and the stores where I could shop, including the names up top, then repeating them and providing the address, phone number and store hours for easy shopping planning!

 

 

Lands' End posted on their Facebook wall about the tax free weekend, but took some flak in the comments because clothing is not taxed in Massachusetts anyway, so people didn't see the point. But, accessories like backpacks are taxed, so for back to school shoppers, Lands' End could still be a worthwhile stop at the mall.

 

 

 

And last but not least, Texas Roadhouse, one of my favorite indulgences, sent an email offering a $5 discount so weary shoppers could take a break and have a delicious meal. 

 

Liz Lynch, senior marketing communications associate, e-Dialog

Triggers: Easier Than You Think

As more and more companies develop email marketing programs and the consumer inbox becomes more cluttered, it becomes increasingly important to ensure that your company's email stands out in the crowd.

While there are a number of complex/sophisticated strategies that can be employed to achieve the level of relevance necessary to maximize the probability of an email getting opened, it can be argued that the most important focuses on behavioral triggers.

The decision to include triggers in your contact strategy should be an easy one:

• They’re relevant
• 
  
• They’re automated (set it and forget it!)
• 
  
• They’re effective – relevant to time and consumers’ frame of mind
• 
  
• They’re not complicated
• 
  
• They get results

For many companies, it's not a matter of IF, but more a question of HOW.  The top 3 reasons for not launching triggered messages are consistently the same:

1. I can't get management support
2. 
   
3. I don't have the resources
4. 
   
5. I don't know what what program to start with

Though legitimate concerns, these roadblocks are not so insurmountable as they seem.

Getting Management Support
As is the case with most business decisions, management will likely need data to support/justify creating a new program.  Information on triggered message performance is not hard to come by.  Your ESP should have a wealth of information including the standard email metrics and ROI measures. Explain the importance of relevance and event-based messaging as a tool for increasing the ROI of your programs. Make sure they understand that the recommended process will require an investment of time and resources, but deliver substantial ROI. Performance metrics, along with the relatively low-cost assessment, should enable you to get the buy-in you need.

Securing the Resources
Though different triggers require varying levels of time/effort, getting a trigger built can be easier than you think.  Launching a simple trigger generally requires minimal resources:

Database Programmer (7-10 hours)
HTML Developer(3 hours)
Marketing Coordinator (2 hours)

Many, if not all of these functions are available within most organizations.

Choosing the Right Program
With so many triggers to choose from, where do you start?  That is a very good question, the answer to which varies based on a number of things including the availability of resources, level of data at your disposal, and budget.  As a general rule of thumb, the more complex the requirements, the greater the level of effort required.  That being said, triggers don't have to be complex to be effective.  The chart below reflects a number of the most common triggers and the associated LOE/Performance Multiplier.

 
 
While some of the triggered programs on this chart require a greater initial investment (i.e. abandoned shopping cart which could require integration with a Web Analytics solution), there are many which require a much lower level of effort relative to the business impact (Birthday, Welcome Message, Post Purchase).  These are low-hanging fruit and an excellent starting point for your forray into the world of triggered messaging.

 

While many organizations have already incorporated event-based triggers in their email marketing strategy, there are still quite a few that have not.  The reasons provided for not doing so are the same time and time again.  Through careful planning, establishing management support, securing modest resources and choosing the program that works best out of the gate, any organization can enjoy the returns that can only triggers can deliver.

 

Ben Gerstner, e-Dialog

 

'Tis the Season: Selling Summer Needs

We've talked before about the importance of lifecycle marketing and creating Moments of Engagement, or MOEs. One of the ways to create a communications touchpoint is by taking advantage of the seasonal needs of your customer. I have two examples to share that are based on summer activities.

 

The first is from Crate and Barrel and features items that are useful when shopping at the many farmer's markets that pop up in the summer. It includes products to use to bring your bounty home, as well as storage and serving options. As always, they coordinate the product colors with the color pallette of the email, which is a nice touch and makes for a more unified look. Perhaps it's a subliminal way of linking the products together in the customer's mind?

 

 

 

The second option is from Solutions, and features products to keep mosquitos and other bugs away. At first I thought it was a little strange as a topic for an email, but then I realized it's actually genius. Mosquitos are a huge annoyance this time of year, and can actaully be a health concern too, since mosquitos can carry diseases. Nothing ruins a party like bugs buzzing around. I like that they included customer testimonials as well, both in the featured customer review, and the star rating for the itch reliever at the bottom.

 

  

 

What's your favorite seasonally-themed email for the summer? Share it with us in the comments.

 

Liz Lynch, senior marketing communications associate, e-Dialog

Perfecting The Abandoned Shopping Cart Message

As most email marketers know, abandoned shopping cart messages are very effective in bringing people back to your site to complete a purchase, even when they don't include a discount. Most often, people leave items in a cart because they either got busy doing something else and forgot to complete it, or needed a little time to think the purchase over. So just sending that reminder gets customers to come back. 

However, just because shopping cart reminders are effective doesn't mean they don't need a strategy for how to best use them. There are some things to keep in mind when you deploy these messages. The first is timing. How long should you wait before sending the reminder? In most cases, at least twenty four hours if not forty eight hours. Any sooner and you risk seeming too aware of the customer's online behavior, which creeps people out. 

In addition to knowing when to send the first reminder, think about whether or not to send a series of reminders and what the cadence of those might be. I admit to being overwhelmed by a recent string of reminders from Eddie Bauer that arrived every two days for eight days. Each one had a slightly different message, ranging from "did you forget something?" to "your items could be on sale" which is a good tactic if you're sending a series. The worst thing to do is to send the same reminder multiple times. 

 

One other consideration to keep in mind is whether or not to include photos or information about the actual items that have been left in the cart. When I got the Eddie Bauer reminder, I was hard-pressed to remember exactly what I had almost purchased! On the one hand, not including product images or names may drive people back to the cart so they can remind themselves which items are there, but on the other hand, a visual reminder may be more of a motivator, especially for fashions or accessories. Below is an example from Pottery Barn that does include product photos in their cart reminder emails. They also include related items, which can be a good idea for something like furniture, where the shopper may be looking for items that go well together in a room.

So, those are a few quick tips to think about when implementing or expanding your abandoned shopping cart trigger. I would love to hear your tips! Just leave a comment.

 

Liz Lynch, senior marketing communications associate, e-Dialog

Returns and Exchanges: Putting Together Your Summer Look

With summer right around the corner, retailers are making a push to sell you the latest trends in summer fashion.  I don’t know about you, but this time of year I get anxiety thinking about my outdated wardrobe and what I need to buy in order to give it a facelift  for summer.  The perfect sundress, wedges, flats and even sunglasses will make a sunny summer day even more pleasurable knowing that I’m wearing the latest trends.  But with so many choices it’s hard to figure out what I need to have. Selling a look, rather than individual items helps the retailer sell more and it gives the consumer an ideal to strive for. Retailers like Bluefly, Shopbop, and Piperlime do a great job showing me how to put outfits together. 

First things first: you’ve got to catch me with your subject line.

Bluefly: One & Done: Throw On A Dress & Go!

 

 

The subject line got me because summer is about relaxing and getting dressed with little effort while still looking great with your new summer tan. When I opened the email the content intrigued me with a beautiful summer dress and  what was even better was the products that were recommended just for me!  Personalization done right!

 

Bluefly: Well-Heeled: Shoes that Make the Outfit

 

 

The subject line intrigued me to open because I know I need a new pair of heels to wear with my new sundress. The email is clean and shows a few sandals that are perfect for summer. Although there was no personalization I loved the email because it didn’t overwhelm me with shoe options.  Personally, I get overwhelmed when I have too many things to choose from so the three shoes options were perfect .

 

Calypso St. Barth/ trend edit: sand & sea

 
 

 

The subject line got me to open because when I think of summer I think of being near the water.  The content within the email reminded me of being on a beach with the soft neutral colors.  Again, I loved it because the looks were simple and not overwhelming. 

 

Piperlime/Our top 9 summer hits. Play now!

 

 

The subject line was intriguing because I love it when someone can just tell me the trends and what I need to buy w/o having to do the research myself. The content clearly lays out what you need in order to be in style this summer.  I love the free people easy top!

 

 

Piperlime:/Knotty by nature: Macrame and woven sandals!

 

Opening this one is a no brainer. Knotty by nature!  Hello-what a great reminder of my junior high days when you could spend your summers running around in the park playing with your friends and not having any responsibility other than to be home by 6 for dinner.   Like bluefly the three shoe options were perfect for me because they didn’t overwhelm me with too many choices.

 

 

 

Shopbop/Welcome to the Weekend | Splendid S/S Collection

 

 

Since we live for the weekend this time of year as we sit in our cubicles watching the sun rise and set, this subject line got me excited for the weekend!  I also LOVE Splendid because it’s soft and comfy and perfect for the summer, so the content was just right.

 

What’s your favorite summer activity?  Have you received any emails that sparked your summer buying?  I’d love to hear about it

 

Nikki Eaton, clent service lead, e-Dialog

Returns & Exchanges: Shop or Play?

I received a site re-launch campaign from Kate Spade in my Inbox a couple weeks back.  At first glance, I thought it was another retailer using their new site to manufacture a Moment of Engagement, or MOE.  The sight of this MOE would make any e-Dialoger proud as we are always talking to our clients about the importance of screaming web site overhauls from the rooftops.  It’s the perfect time to generate a renewed buzz about the brand and encourage customers to explore the site, hopefully resulting in a purchase.

 

 

When I clicked through to the new katespade.com, however, I was presented with one question: “Shop or Play?”  Upon choosing shop, it looked much like the Kate Spade e-commerce site that I peruse on a regular basis.  But, when I opted to play, I was presented with a wealth of information on Kate Spade, the brand.  This included everything from videos, to a blog, to philanthropic partnerships.  I wasn’t stunned by the fact that Kate Spade had all of these important brand building elements, but that they made them just as much of a focus on their site as they did the web store.  Usually, retailers only devote an email badge or a single web page to these important aspects of their brand, but Kate Spade realized their value and gave them prominent real estate. 

 

The new katespade.com is not just a virtual store front anymore.  It’s a place where you can immerse yourself in the brand and if you just so happen to pick up that cute green purse you’ve been eyeing on the way out, then so be it.  So I ask you one question – would you rather shop or play?

 

Elisa Kleniewski, senior account manager, e-Dialog

 

In Lifecycle Messaging, Your Brand Matters Too

Yes, your customer comes first -- absolutely. But, don't forget that you as a marketer have needs, too, which is why your brand matters. While your customers and even the products they buy have a lifecycle, there are times when you need to find other reasons to communicate with your customers. So, instead of sending that tired old weekly promotional message, use your brand to manufacture a Moment of Engagement (MOE) for your customers.

 

Apparel and consumer electronics brands seem to have a constant supply of opportunity, like fashion seasons and gifting seasons. And some really smart brands and marketers simply create these moments and enjoy the benefits. Levi's manufactures moments of engagement tremendously well, consistently incorporating their brand voice into their messaging. This weekend, Levi's manufactured a moment of engagement, Levi Strauss' birthday, and combined it with a nice 20% off promotion. Kudos to Levi's for doing so, and providing a reason to open the mail and drive traffic to the site. Take a look at the message below.

 

 

You, too, can manufacture brand moments of engagement. In fact, this type of creativity may be the reason you found your way to marketing in the first place. Have some fun and make MOE work for you.

 

What great examples of brand MOEs have you seen recently? I'd love to hear about them, just leave a comment.

 

Rick Kenney, account director, e-Dialog

 

Are you LOC'd In?

The old direct marketing adage goes something like this. Get your list right. Then get the offer right. Then, make the creative pop. List - Offer - Creative: LOC.

 

Over the years, we've put different words and approaches around this, but the focus remains true: think customer first. This of course gives rise to the golden rule of direct marketing: treat customers as they are acting. That should get you thinking "how am I treating my buyers?" and "how am I treating my inactives?" With this focus on the customer, you are able to craft the right offer, and then capture their hearts with the right creative.

 

To see this in action, check out Stay Vocal. The Re-Use Apparel maker and overall responsible corporate citizens, led by Founder Alex Eaves, understand and embody being LOC'd in. Stay Vocal's "Thank you Thursday' campaign is my favorite e-mail of the day: targeted towards buyers (List, check!), a compelling promotion (Offer, check!) and very on brand content (Creative, check!).

 

Alex and Stay Vocal are LOC'd in. Are you?

 

 

 

PS: Take a look at Stay Vocal's store -- get a great shirt AND feel good about what you've done.

 

Rick Kenney, group director, e-Dialog

First Signs of Spring?

If you live in the Northeast, it doesn't really feel like Spring is coming any time soon.  With sub-zero temperatures and a new snow storm every week, I can't picture dressing in anything other than a parka and snow boots.  But, retailers are starting to promote their new Spring lines and Spring merchandise is quite prevalent in stores.  Also, if you haven't noticed, your Inbox is starting to fill up with messages promoting a key Moment Of Engagement, or MOE, called the Season Launch.

Season launches should be incorporated into every retailer's campaign arsenal.  Check out how Neiman does it.

1) They start with an eye catching subject line “Our big Spring Trend Reveal is here”.  Who wouldn’t want to be on the inside track to what's in this season?

2) They lay out the top 10 trends for Spring in list format and follow up with a dedicated e-mail about each of the trends.

 
 

With several seasons throughout the year, it's great to have different tactics in your back pocket for these launches.  Here are some ideas:

1) Could you give a limited time offer on your top 5 picks for the season?

2) Or feature a key editor and have them comment on the “must have” looks?

3) Can you integrate the launch across the mobile and social channels?

Regardless of how you do it, make sure season launches make it on to your communication calendar.  Be fun, be informative, and take advantage of this MOE.  At the very least, for your customers in the Northeast it will remind them that winter won't last forever, and that Spring will come.....eventually.

 

Elisa Kleniewski, senior account manager, e-Dialog

Your New Favorite Segment: the Active Non-Buyers

Good news – you have opportunity! There is an oft-overlooked segment of your database teeming with potential. And, better yet, this may be a BIG segment: the active, non-buyers.

 

By now, you know all about MOE: Moments of Engagement. Those who take advantage of key moments in the lifecycle of the customer (such as signing up to get your e-mails), lifecycle of the product (such as renewing a subscription or asking for a product review) and even lifecycle of your brand (like the beginning of a season), see greater performance from their customers.

 

The active non-buyers fit right into the lifecycle of the customer, and can’t be ignored. They are your hottest leads. They pay attention. They’re window shopping. In fact, they may have even told you exactly what they want.  You already acquired them, cultivated them. Now, It’s your job to simply convert them.

 

There is certainly a lot of good analysis that can define what exactly an “active” is and what you consider a buyer. Here’s an approximation that may help you – and I encourage you to test your way in, and of course apply to your business:

 

A subscriber that has clicked within the past 30 days and has not purchased online (if you can tie in-store purchase activity, even better).

 

Run the counts on your database – the active non-buyers are generally 7-12% of your database. That’s a big number, and plenty of records with which to run some great frequency, subject line, offer or content tests.

 

What has worked well? For retailers, we’ve seen good performance from “best seller” campaigns and single-use offers that highlight cross sells. Membership and media have enjoyed success from trials. And you’ve certainly seen travel companies get highly personalized and save known searches.

 

Remember, your business is unique, though I bet this applies to 95% of you – convert the hot leads. Message these active, non-buyers and you won’t be disappointed.

 

Feel free to share your experiences targting the active non-buyer in the comments!

 

Rick Kenney, group director, e-Dialog

Time to Send the E-mail

This weekend, Daylight Savings Time ends in the United States, and most of the country will turn their clocks back one hour. This is a prime opportunity to build a Moment of Engagement into your e-mail marketing plan. Earlier this week, I recieved an e-mail that references this upcoming event and which is a great example of a MOE.

 

The e-mail came from CB2, a division of Crate and Barrel, with the subject line "Fall back into Daylight Savings this Sunday." The e-mail creative features clocks. One small fault I see is that the e-mail includes prices for the clocks, but the images are not labeled, so it's not clear which clock is which. But overall, I like it a lot.

 

 

 

Did you see any examples of e-mail marketing based on Daylight Savings Time? I would love to hear about them. Please drop me a line in the comments!

 

Liz Lynch, communications editor, e-Dialog

You Say It's Your Birthday

Let me say right off the bat, birthday e-mails are my favorite. Everyone loves getting birthday gifts, and a lot of brands are smart to grab some of the good birthday vibes my sending birthday e-mails. However, some are better than others, and I wanted to talk about some examples I got for my recent birthday.

 

Of course, the best thing about birthdays is getting birthday presents, and I definitely enjoy getting something for free. My favorite birthday e-mail is from a restaurant called Not Your Average Joe's. They are extremely generous and offer a free entree and a free dessert for your birthday. The e-mail is customized with my name, my favorite location and signed by the manager. This offer may seem extravagant, but since this is valid when dining in only, and no one goes out for a birthday dinner by themselves, I'm sure it is well worth the revenue lost by giving away the birthday meal. Interestingly, a year or so ago, they switched to giving away just a dessert, but patrons noticed and commented, and likely stopped coming in just for a dessert, so they reinstated it, and gave everyone a retroactive free birthday meal even if they had already redeemed their birthday dessert that year.

 

 

Another restaurant that offers free deliciousness is Texas Roadhouse. They offer a free appetizer or a side of ribs. For me, Texas Roadhouse is an occasional treat, since it is a little bit out of the way, so getting this incentive definitely works to get me through the door. Again, the ROI of this works because I always bring 2 or 3 friends with me for dinner.

 

 

 

My favorite coffee chain, Dunkin Donuts, also gifted me with something free for my birthday. In this case, a free medium beverage of my choice. The execution of the gift was a little different in that I got an e-mail wishing me a happy birthday and letting me know about the offer, but the offer itself was not included in the e-mail. Instead, it told me to watch my mailbox, because the coupon would be mailed to me by snailmail by the end of the month. I think this is a good way to handle controlling  access to free product offers in the age of people posting coupon codes all over the web, and it built some anticipation for me, so I was happy when I got the actual postcard. 

 

 

I know that not all companies can give something away, or even a discount on a purchase, but there are still ways to send birthday wishes that are genuine. This example is from Harpoon Brewery. Obviously, a brewery isn't legally allowed to give me free beer (darn!) but this is a nice, personal touch. They have all the employees in a photo lifting a glass of beer to send birthday wishes. At the bottom, they include a link to my profile, just in case today isn't actually my birthday and I want to update my info.

 

 

 

Au Bon Pain also sent me an e-mail wishing me a happy birthday, but at first I couldn't tell if I was also getting a free cookie, due to to wording. It says "We hope your special day is sweeter than a chocolate cheesecake brownie...or a chocolate dipped cranberry almond macaroon...or a white chocolate chunk macadamia nut cookie...or a...well you get the idea." Now those all sound delicious, but Au Bon Pain isn't actually offering me any of those. They just hope to see me soon. Bummer. I did like the animated GIF they used for the birthday candle...

 

 

What do you think? I'd love hear your thoughts and any examples of outstanding birthday wishes, or maybe some that missed the mark.  
 

Liz Lynch, communications editor, e-Dialog

Customer Reviews are a Major Influencer: Part 1

It is no secret that customer ratings and reviews influence online shopping behavior.  When I shop online, I want to ensure that I select quality products that will meet my family’s needs.  I often search for the products with the highest ratings, and then dive into the reviews.  If other customers are pleased with the product, I’m more likely to purchase it, and ultimately less likely to return it.  If a product has no reviews, I may think twice. 

  

 

Online marketers are becoming more sophisticated in both soliciting and leveraging customer feedback.  In the first part of a two-part series, I will explore triggered e-mail programs requesting product reviews from recent purchasers. 

 

 

The most effective rating-and-review-solicitation emails include the actual product description(s) and photo(s).  See the examples below from OfficeMax and PETCO.  Another tactic is to deploy a generic message requesting reviews and link the customer back to your product-review engine.  This is a good alternative if you do not have the ability to custom publish the actual products into your emails.

 

 

There are a few important things to consider when you are developing your review-solicitation program.

 

1)   Thank your customers. This is a great time to thank your customers for their purchases and also for their feedback.  Let them know how you will use their feedback to improve future product offerings.

2)   Determine the optimal timing.  Allow enough time for product delivery and give the customer some extra time to try out the product.  Pottery Barn sent a review-request e-mail 17 days after my purchase and Amazon.com sent me one about 30 days post purchase.  Both purchases were still fresh in my mind and I was ready to share my feedback.

3)   Make it enticing.  A nice incentive will help to boost response rates and show your customers that you value their feedback.  Dell is currently offering a chance to win a $500 gift card with submission of the review.

4)   Enable more shopping.  Many marketers are pleasantly surprised that their product-review-request e-mails are actually generating significant conversion revenue.  Sometimes this is due to well-placed product offers.  Often, online customers are simply going to the top navigation bar on the e-mail and then browsing and shopping.  These customers are highly engaged and this is a great opportunity to stimulate more spending.

  

 

   

In the second part of this two-part series, I will look at how e-mail marketers may leverage these customer ratings and reviews into e-mail content, customer segmentation opportunities, and more.

 

 

Have you seen any great examples of post-purchase emails requesting ratings or reviews?  Tell us about it in the comments section!

  

Gabrielle Shea Stevens, group director, e-Dialog

 

 

Theme Park E-mail Critique: Welcome Messages

In my last post, I described the e-mail registration process for four well-known theme parks. Today I'm going to talk about what happened after I hit submit and the welcome messages I received.

 

The good news is that I got welcome messages from all four parks almost immediately. So right off the bat they all get a thumbs up. However, some of the welcome messages were better than others and all of them have room for improvement.

 

Let's start with the Six Flags welcome message.

 

First, the good things:

• It's branded to be consistent with the Six Flags website.
  
  
• It includes whitelisting info and unsubscribe info.

Things that could be added:

• It could be personalized by adding my name and/or identifying the park I selected as my favorite.
  
  
• It would be great to get info on frequency. Will I get e-mails daily, weekly, or whenever Six Flags has something to say?
  
  
• The From Name was guestcenter. This is generic and would be better if it were Six Flags.

 

Next, let's look at Knott's Berry Farm.

 

Good things:

• It gives good info on what the content of the e-mails will be.
  
  
• They cross-promote their Facebook and Twitter accounts.
  
  
• It includes info on how to edit your profile.

 

Things that could improve:

• The message includes the Knott's Berry Farm logo, but the rest is text, so the branding and consumer experience is low.
  
  
• The From Name is Lyris ListManager, not Knott's Berry Farm, which may confuse some recipients.

The next welcome message is from Busch Gardens.

Good things:

• It confirms which park I selected to receive updates on.
  
  
• It includes info on how to unsubscribe.
  
  
• It gives a reminder that information is available 24/7 on the park websites.

What could be changed:

• The From Name is Seaworld Parks and Entertainment, and the subject line was "Welcome to our Worlds of Discovery." I signed up for e-mail from Busch Gardens Williamsburg, and when I saw this in my inbox, it took a second to remember that it is part of the SeaWorld family of parks.
  
  
• The header is a nice graphic, but the rest of the e-mail is text. Even if the e-mail is not targeted based on park, there is an opportunity to include more images that convey the park experience better.

And finally, the Dollywood welcome message:

The good things:

• The From Name was Dollywood and the subject line was 'Welcome to the Dollywood Enewsletter." I knew exactly who this message was from and opened it immediately.
  
  
• They used the pre-header space to confirm that I had signed up for the official Dollywood enewsletter. Even if I have images off, I will see the text. They also provide a hosted link.
  
  
• The e-mail has images of people having fun in the top left header. This is the first place my eye went to when I opened the e-mail.
  
  
• They include whitelisting info, and details on how to create an account in order to improve my experience with the Dollywood website.
  
  
• They cross-sell by including info on the park, including festivals, special offers and links to plan my visit. This is very important, because studies show that welcome messages have open rates that are much higher than promotional messages. It makes sense to take advantage of the high level of interest and push for a conversion right away.

What could be improved:

• Dollywood's welcome message had a few places where the text did not render correctly, probably where quotation marks were used, so a little QA is needed there.
  
  They could custom publish my name, rather than Valued Guest.

So overall, these parks are ahead of the game simply by sending a triggered welcome message. But there are still improvements to be made in order for these messages to convey the best customer experience.

What do you think? I would love to see some examples of welcome messages that you think get it right.

Neither Rain Nor Sleet Nor Snow Can Stop the E-mail

We've had some severe weather recently in the Northeastern parts of the US. Record setting snowfalls in Washington, D.C. and historic flooding in New England, with rivers at their highest levels in over 30 years. For e-mail marketers, these events can be an opportunity to reach out to customers to offer assistance, information, and good customer service, if handled correctly.

 

As the flood waters are receding here in New England, I recieved this e-mail from Home Depot. I think the overall tone of the message is just right. The main text says "we're here to help you recover" and links to their distaster recovery page on flooding, which provides info on preparing for a flood, what to do when the flood is over to deter mold and even info on contacting the Red Cross. I think it's also good that they let customers know that stores will be restocking items in high demand, like dehumidifiers.

 

 

Here's an example from Coach. They had a sale over the weekend, but because the weather was so bad and shopping surely wasn't the highest priority as people dealt with flooded basements, they extended the sale until Wednesday. In addition, they custom publish the closest Coach store location.

 

 

During the major snowstorms recently, we saw some good examples of companies using e-mail to let customers know about delays or schedule changes. You can read a great article by Jeanne Jennings on ClickZ which talks about restaurants, theaters and retailers that sent e-mails with specials due to the storm and service updates.

 

What do you think? Are these types of messages helpful and appropriate, or simply taking advantage of a weather event to drive revenue?

 

Liz Lynch, communications editor, e-Dialog

Living in the MOEment: Manufacturing Brand Moments of Engagement (Part 2)

  

Last time, we touched on brand Moments of Engagement, or MOEs, and discussed why they are pivotal pieces of the e-mail marketing cadence.  While the payoff may not be as immediate, brand MOEs encourage increased long-term brand affinity, which can drive sales long after the e-mail is sent.

In this final installment of the Moment of Engagement series we will discuss two additional brand MOEs, and I’ll explain how you can uncover brand touch points that are most appropriate for your business.

Holiday Hugs

Holiday Hugs are another word for e-mails sent only around holiday time.  They feature one brief, clean message, usually void of any offers or cross-sells.  They are used to engender goodwill and also to reinforce brand attributes.  Ralph Lauren has turned these types of communications into an art form, sending them during every larger holiday.  For example, their 2009 New Year’s message featured a black-and-white image of a couple dancing with the copy “Happy New Years from RalphLauren.com.” Simple, classic, and elegant, exactly what their brand represents.

Don’t limit these types of messages to the most commonly celebrated holidays.  Stand out from the pack by recognizing holidays that are a little unusual, like National High Five Day, or that are significant to your customers. Take a look at your customer demographic and you may find a message around National Administrative Professionals Day or Grandparents Day makes sense.

Current Events

While it’s not quite status quo, many brands do delve into the political and cultural sphere, focusing on current events.  Quite a few companies saw success in November 2008 by tying promotions to the election of the 44th President of the United States, offering 44% off on November 4th, or 100 days of deals to coincide with the first 100 days of the new administration. 

Some marketers use the e-mail audience as a platform for their cultural philosophies or to announce an interesting partnership.  Consumers like to do business with companies they feel support their community.  If you sponsor local charity events or art organizations, let your customers know about it.  Inviting them to exclusive events is a highly effective relationship builder.  Last Spring, Martin + Osa invited customers to shop for the benefits of the American Cancer Society.  These types of initiatives resonate with customers and encourage positive word of mouth. 

There’s another way to look at current events as well.  In the clothing retail world, a new season means a great excuse for a new wardrobe.  Capitalize on this by making a BIG seasonal splash.  That is, include a teaser, or countdown to the new season in subsequent pre-launch messages, tie in a season launch game or sweepstakes, and then, on the final day, announce your season with a bang.  Offers go a long way, but ultimately the more visually appealing the content the more engaged your audience will be- thus animation and product imagery is key. 

Finding Your MOEment

Trying to uncover your brand MOEs can be more of a challenge than lifecycle or even merchandise MOEs.  But creativity, knowledge of your customer base, and an eye for relevant intrigue is key.  The following questions can provide a starting point:

Where are my brand Moments of Engagement?

· Has your brand recently shifted its positioning?

· Are there any new cultural or national events that impact your brand?

· Does your brand celebrate anything internally? Is this appropriate for your customer base?

· Does your brand work with or create any experts?

· Where is your brand most lacking in the lifecycle message touch point?

· How often does your brand update its Web site?

At the end of the day, these messages are what connect your audience to your brand: they form that hopefully long-lasting customer bond, creating not only loyalty, but also an emotional tie that sustains over time, resulting in a customer you can count on in the long run.

Rick Kenney, account director

Living in the MOEment: Manufacturing Brand Moments of Engagement

  

In previous posts for this series we delved into the reasons lifecycle messaging is so effective and learned how to manufacture meaningful touch points based on customer or merchandise lifecycles.  In the final two installments of this series we will widen our scope and look at your business as a whole, focusing on brand Moments of Engagement (MOEs). 

Brand MOEs are pivotal pieces of your e-mail marketing program, that elusive “something different” that stand out from the promotional e-mail or enhance the e-mail by offering a refreshing break from the standard promotional e-mail.  Unfortunately, brand MOEs are often removed from the marketing calendar for their lack of pure revenue-driving abilities and replaced with less sophisticated “batch-and-blast” messages.  While the payoff may not be immediate, brand MOEs encourage increased long-term brand affinity, which can drive sales long after the e-mail is sent.  In this post I’ll discuss two popular brand MOEs and explain how you can fit them into your e-mail marketing program.  And in the final post of this series, I’ll provide two more examples of brand MOEs and explain how you can try and uncover those brand MOEs appropriate for your business. 

Editorial Content

E-mail newsletters reach far and wide across industries and verticals, but the one detail that connects them all is editorial content and brand news.  Editorial content differs from promotional copy in that it tends to educate around a larger topic, not solely a product.  While the end goal may be product-related, the content is truly a soft sell. 

Other types of editorial content include information on trends or ways to use a product.  For retailers, this can be fashion trends, for travel it can be trends in resort amenities, for financial services companies it can be trends in consumer spending.  Showing interesting or time-saving ways to use a product is an excellent way to illustrate how your brand fills a need in the consumers’ life.  There really are no limits to these types of e-mails, since editorial content is related to the lifestyle your brand represents.  

Another benefit to editorial content is that it can be a great source for viral or social media campaigns.  Tips and tricks, trends, or opinions can be conversation starters, so be sure to make this content sharable.  Be creative! Think about including videos, games, or widgets in your e-mail newsletters. 

Celebration Time

We live in a culture of abundant celebrations, so why not add your brand to the mix and provide an excuse for a mid-customer lifecycle touch point.  A brand-day is just that; a self- developed day that you as the marketer can turn into a cool and noteworthy promotion.  For example, each year Kiehl’s commemorates the day the company was founded with “Kiehl’s Day.” They send e-mails describing the history of the company and promoting special offers available in store and online throughout the week.     

 

As you can see, incorporating brand moments of engagement into your e-mail marketing program is a great way to create brand affinity and set your messaging apart from the standard promotional messages.  These touch points are what connect your audience to your brand, they form that hopefully long-lasting customer relationship.    

In the last installment of this series, I'll discuss manufacturing brand moments around the holidays and in relation to current events, and I will also point out ways you can uncover brand moments of engagement appropriate for your brand based on company culture and personality.

Rick Kenney, account director