It should come as no surprise that marketing studies such as the DMA’s “The Power of Direct Marketing” show that email marketing continues to drive the highest return on investment of any marketing channel, online or offline. The brands which are driving the highest returns aren’t doing it with email marketing programs built in isolation from the rest of their efforts, though. Top-performing brands have learned that their email marketing efforts are far more potent when they're tightly integrated with other components in their digital marketing ecosystem, such as Web analytics and CRM.
Over the next couple months I’d like to share with you some examples that highlight how Silverpop clients and our partners are pairing up to take their email marketing efforts to new levels of success. We’ll dig into the details of each program to show you how you can wire together solutions, including Web analytics, CRM and agency support, to create email marketing campaigns you may have thought were beyond your reach.
1) Cart Abandonment
Partner(s): Adobe, See Why
Case(s): DEMCO, Gaylord
In part 1 of the series, we’ll take a look at how Silverpop client DEMCO integrated Adobe Omniture Web analytics with their Silverpop email program to achieve a 400 percent increase in conversion rates.
We’ll also give you a look at the next evolution in cart abandonment programs through the lens of Silverpop client Gaylord and its integration with our partner See Why, which relies on real-time cart abandonment emails that help Gaylord reclaim 50 percent of the lost revenue in its customers’ abandoned baskets.
Quick tip: To maximize the effectiveness of cart abandonment campaigns, strike a customer-service tone, send multiple reminders, and test timing and offers to see what drives the most conversions.
2) Optimization and Multivariate Testing
Case(s): Peter Glenn Ski & Sports
If you love testing, you won’t want to miss Part 2 of the series, which will dig in to the email programs at Peter Glenn Ski & Sports. This Silverpop client has integrated its email marketing program with our partner 8Seconds to achieve real-time, multivariate testing across its email campaigns – driving a 63 percent increase in click-through rates.
Quick tip: Test subject line concepts and direction — such as discount versus benefits or humor versus serious — while minimizing variables such as length or position of the call to action.
3) CRM Integrated Email
Case(s): National Society of Collegiate Scholars, InsideOut
In the final installment of this series, we’ll show you how two Silverpop clients are leveraging their Salesforce.com CRM integrations to automate existing email marketing programs and drive increases in effective rates by up to 6x their previous levels.
Quick tip: When automating communications with the help of your CRM integration, use dynamic content to deliver more relevant content based on each recipient’s preferences, demographics and behaviors.
So, whether your email marketing program is hitting on all levels or you're looking for solutions to increase its effectiveness, tune in for this three-part series that will show just how powerful email can be when it's closely tied to your broader digital marketing mix.
1) "How to Turn Cart and Process Abandonment Scenarios into Revenue" (white paper)
2) "7 Marketing Tips from Our Partners" (blog)
3) "Subject Line Testing: Tips for Getting It Right" (blog)