As digital marketers, you’re faced with a daunting threefold challenge when it comes to your email program: how to make your emails more relevant to people exposed to as many as 30,000 commercial messages a day1, how to drive more revenue, and how to do so while stretching your precious resources further than ever. Enter automated (“triggered”) email programs, which are typically the highest-performing approach for email marketers — and often the equivalent of printing money, though thankfully without having to actually enter into the illegal counterfeiting business. Unlike traditional broadcast campaigns, in which the marketer decides when to send a message, triggered emails involve setting up business rules that require a criterion (or multiple criteria) be met before a message is sent. In other words, the buyer is the driving force behind the timing of the email, with his or her behaviors, interests or demographics automatically triggering the message send.

1. PRINT MONEY TODAY: 7 EMAILS MARKETERS
SHOULD AUTOMATE TO DRIVE MASSIVE ROI

2. PAGE 2
TWEET THIS!
ReadingSilverpop’s
“Print MoneyToday: 7 Emails
MarketersShouldAutomate
to Drive Massive ROI”
I. Introduction................................................................3
II.WELCOME /ONBOARDING EMAILS
What/When/Why......................................................................... 4
StarterTips.................................................................................. 5
Email Example: Kalmbach Publishing.........................................6
AdvancedTips..............................................................................7
SuccessStory: Mint.com............................................................. 8
III. BROWSE ABANDONMENT EMAILS
What/When/Why......................................................................... 9
StarterTips................................................................................ 10
Video:BrowseAbandonmentRemarketing............................. 10
Email Example: International
RescueCommittee..................................................................11
AdvancedTips............................................................................12
SuccessStory:SmartPak............................................................13
IV.CART ABANDONMENT EMAILS
What/When/Why....................................................................... 14
StarterTips.................................................................................15
Video:CartAbandonmentRemarketing...................................15
Email Example:Gaylord............................................................ 16
AdvancedTips............................................................................17
SuccessStory: DEMCO.............................................................. 18
V. PRODUCT REVIEW REQUEST EMAILS
What/When/Why....................................................................... 19
StarterTips................................................................................ 20
Email Example: KingArthur Flour...............................................21
AdvancedTips........................................................................... 22
SuccessStory: Worldwide.........................................................23
VI. HAPPY BIRTHDAY EMAILS
What/When/Why....................................................................... 24
StarterTips................................................................................ 25
Video:HappyBirthdayEmailTips............................................ 25
Email Example:TopGolf............................................................26
AdvancedTips............................................................................27
SuccessStory: Fabric.com......................................................... 28
VII.REPLENISHMENT / REMINDER / REORDER EMAILS
What/When/Why....................................................................... 29
StarterTips................................................................................ 30
Email Example: Driverside..........................................................31
AdvancedTips........................................................................... 32
SuccessStory: Mud Pie...............................................................33
VII. REENGAGEMENT EMAILS
What/When/Why....................................................................... 34
StarterTips.................................................................................35
Email Example: milk&more....................................................... 36
AdvancedTips............................................................................37
SuccessStory:ThomasCook..................................................... 38
VIII.Conclusion............................................................39
IX. Footnotes...............................................................40
X.Additional Resources...............................................40
CONTENTS

3. PAGE 3
PRINT MONEY TODAY: 7 EMAILS MARKETERS
SHOULD AUTOMATE TO DRIVE MASSIVE ROI
As digital marketers, you’re faced with a daunting threefold challenge
when it comes to your email program: how to make your emails
more relevant to people exposed to as many as 30,000 commercial
messages a day1
, how to drive more revenue, and how to do so while
stretching your precious resources further than ever.
Enter automated (“triggered”) email programs, which are typically
the highest-performing approach for email marketers — and often
the equivalent of printing money, though thankfully without having to
actually enter into the illegal counterfeiting business.
Unlike traditional broadcast campaigns, in which the marketer
decides when to send a message, triggered emails involve setting
up business rules that require a criterion (or multiple criteria) be met
before a message is sent. In other words, the buyer is the driving force
behind the timing of the email, with his or her behaviors, interests or
demographics automatically triggering the message send.
Incorporating more automated, triggered emails into your messaging
mix has multiple benefits:
• Increased relevance: Automatedemailsanticipate,reflector
respondtocustomerinterestsandactions,makingtheminher-
entlyrelevant–theultimateinone-to-onecommunications.Make
themfunandpersonable,andyourcustomerswillgrowtoeagerly
anticipateyourmessagesbecauseofthevaluetheyprovide.
•Increasedfrequency:Givenemail’shighROI,manymarketers
areunderpressuretosendmore.Addingtothecommunica-
tionclutterwithgenericmessages,though,canhavea
negativebrandimpactandleadtounsubscribes.Butthesamesub-
scriberthatwouldbeturnedoffbyseveralweeklybroadcastmessages
mightbedelightedtoreceivetwoemailsonthesamedayrelatedto
theWebpagehevisitedyesterdayandhisupcomingbirthday.
• Increased revenue: Somemarketersdiscounttriggeredemails
becauseoftheirlower-volumenature.That’samistake,becausethe
built-inrelevanceofthesemessagescandrivesomeseriousbang
foryourbuck.Despitefrequentlymakingup5percentorlessofa
company’semailvolume,theseautomatedmessagesoftendrive
25percentto50percentofacompany’stotalemailrevenue.
• Increased time:Triggeredemailsrequiresomeadditionalupfront
worktosetupbusinessrulesand,insomecases,buildouttechnology
integrations.Butonceestablished,the“setitandforgetit”natureof
thesemessagesenablesyoutodriverevenuewhileyou’reoutofthe
office,sleeping–evenonvacation!
Inotherwords,ifyouwanttomakethisyourbiggestyearyet,addingor
expandingthenumberofbehavior-based,triggeredemailprogramsyou
deployshouldprobablybeatthetopofyourto-dolist.
Inthisebook,we’lldiveintosevenkeyautomatedemailsyoucanuseto
driveengagementandrevenue,providinganoverviewofeachoneand
offeringstarterandadvancedtipsforimplementation.We’llalsoserveup
relatedsuccessstoriesfromarangeofindustries,soyou’llhaveawealthof
real-lifeexamples fromwhichtogaininspiration.
We hope this ebook gives you new ideas for where triggered emails
might complement your broadcast email program or upgrade what
you’re already sending. Let’s get started!

4. PAGE 4
WHAT:
Email or series of emails triggered upon opt-in.
WELCOME /
ONBOARDING EMAILS
WHEN:
Immediately after opt-in. Additional emails may
follow over a period of days or weeks.
WHY:
Welcome/onboarding emails provide a controlled
initial experience, educate new subscribers on
brand and email benefits, can lead to immediate
conversion and reduce inactivity.
50-60%:
BY THE
NUMBERS
Average open rate for welcome
emails2
, compared to a 20% average
open rate for all emails3
.

5. PAGE 5
WELCOME
/
ONBOARDING
STARTER TIPS
• Send your first welcome email within minutes of opt-in.Wait too long,
and the subscriber may forget opting in to your program.
• Set expectations for what the contact can expect to receive from you in
terms of content and frequency.
• Answer questions and provide how-to info and FAQs on using your web-
site, buying from you or setting up an account.
• Educate users on specific features of your service that they need to know
in advance.
• Instead of stopping at a single welcome email, create a series of emails
(often two to four), each designed with a specific objective.
1in3:
BY THE
NUMBERS
Number of largest retailers who
send zero welcome emails4
.

6. PAGE 6
EMAIL EXAMPLE:
KALMBACH PUBLISHING
3
1
2
4
5
Sets expectations for frequency
Summarizes types of content subscriber
will receive
Incorporates “add to contact list” request
to help ensure deliverability
Educates reader about additional
resources that might be helpful
Delivers “thank you” freebie for
subscribing, building immediate goodwill
and engagement
1
2
3
4
5
WELCOME
/
ONBOARDING

7. PAGE 7
ADVANCED TIPS
• Instead of sending the same welcome emails to every new subscriber, create an
onboarding series that’s unique to each individual.
• Include personalized content and offers in the initial welcome email based on pre-opt-in
behavior and preferences/profile data.
• Educate users who sign up via one mode, such as a
mobile app, in order to promote additional features
available on yourWeb interface as well.
• Sort email subscribers into tracks and targets with
specialized information based on the areas your
subscribers visited on the site, or the demographics
and interests they provided.
• Track potential user abandonment by triggering
follow-up emails for subscribers who haven’t
completed account registration or taken
other actions they need to do to become
engaged customers.
MyVoucherCodes.co.uk’s three-part
welcome series engages new customers
right off the bat and has led to a 121
percent lift in activation.
WELCOME
/
ONBOARDING

8. PAGE 8
Mint.com, the nation’s leading online personal
finance service, wanted to implement a welcome
program that would reinforce its product benefits
and encourage new customers to add banks
to its profile.
Using Silverpop Engage, it created a multistep
welcome program, with the first email sent
on the day of registration and content varying
depending on whether the opt-in had come from
a mobile device or a desktop. Subsequent emails
were sent seven and 14 days after registration
depending on how the customer had interacted
with Mint.com’s initial email and whether the
recipient had added banks.
As a result of the revamped welcome program,
Mint.com increased log-ins 80 percent and bank
registrations 50 percent, leading to a significant
boost in customer engagement and revenue.
SUCCESS STORY:
MINT.COM
WELCOME
/
ONBOARDING

9. PAGE 9
WHAT:
Emails that are triggered based on a customer or prospect
abandoning a Web page(s), form/calculator or process.
BROWSE
ABANDONMENT EMAILS
WHEN:
Immediately or shortly after abandonment. If part of a
series, follow-up messages are sent over subsequent
days and weeks.
WHY:
To capture sales over time from a prospect that showed
interest, but didn’t convert. Because contacts are higher
in the conversion funnel than with cart abandonment,
the opportunity is also significantly larger.
99%:
BY THE
NUMBERS
Number of first-time visitors
who won’t buy on the first visit5
.

10. PAGE 10
STARTER TIPS
• IncorporateWeb tracking code into your site that’s integrated with your
e-commerce and email platforms to capture browsing behaviors of site visitors.
• Focus your browse abandonment efforts on a few or coreWeb pages that are
drivers of conversion activity or have high conversion rates.
• Send your first message within 24 hours after the abandonment.Test timing
to see what resonates most strongly with your customers.
• Personalize the message with images and details from the product category
the shopper visited but ultimately didn’t purchase from.
• Since prospects are earlier in the buying process, focus on nurturing and
education that leads them closer to purchase.Content might include selection
guides, how-to videos, price calculators and employee testimonials.
75%:
BY THE
NUMBERS
Number of first-time visitor who abandon
site with intent to return again5
.
BROWSE
ABANDONMENT
Browse Abandonment
Remarketing Tips
View the video >>>

11. PAGE 11
EMAIL EXAMPLE:
INTERNATIONAL
RESCUE COMMITTEE
1
2
Strong service tone
(“Thank you,” “as a courtesy,”
“may we help you”)
Direct link to abandoned
(order) page
Option to continue process
via another channel
(call center)
1
2
3
3
BROWSE
ABANDONMENT

12. PAGE 12
ADVANCED TIPS
• Test timing and frequency to determine optimum sending schedule.
• Include customer reviews and ratings along with recommended products
via an integration with a recommendation, ratings and reviews, or
personalization platform.
• Expand your browse abandonment efforts to a multipart series designed to
nurture the contact toward a purchase.
• Move to a behavior-driven program in which the content in each subsequent
message shifts based on the recipient’s actions.
• Use a CMS integration to serve up content on your website based on the
visitor’s browsing history, providing a customWeb experience that mirrors
your interactions with that person in the email channel.
BROWSE
ABANDONMENT

13. PAGE 13
SmartPak, an online provider of horse supplies and equine supplements, wanted to remarket to customers who visited certain
key pages on its website that it had learned were indicative of serious buyer interest.
So, it set up a browse abandonment email program in which customers who visit any of four key pages on its site are sent
follow-up emails that match the pages these customers were on before they left the site.The emails are full of personality
(“You’re about to have an ‘Ah-ha!’ Moment!”) and link to educational content such as SmartPak’s SupplementWizard, an online
tool that helps users select the best supplement for their horses.
SUCCESS STORY:
SMARTPAK
The campaign has been a massive
success for SmartPak, with the browse
abandonment program tallying a
37.6 percent open rate, 7.4 percent
click-through rate and 44 cents revenue
per email sent. In addition to its browse
abandonment program, SmartPak has
implemented more than a dozen triggered
emails — including welcome, abandoned
cart, order and shipping confirmation,
post-purchase review and upsell messages
— generating significant sales.
“Silverpop has enabled SmartPak to make
our vision of marketing automation a
reality,” saysCarey Marston Kegel, email
marketing manager, SmartPak Equine. “As
a result, SmartPak is sending millions of
behaviorally triggered emails per month,
and email is generating a very significant
portion of all online marketing revenue.”
BROWSE
ABANDONMENT
Customers who visitSmartPak’s “EquineJointSupplements”Web page (left) but don’t make a purchase
are sent a follow-up email (right) linking to the company’sSmartflex Finder tool.

14. PAGE 14
WHAT:
Email or series of emails triggered after a customer
abandons his or her shopping cart.
CART
WHEN:
The sooner the better, but preferably within 24 hours of abandonment.
If part of a series, subsequent emails should follow over several days.
ABANDONMENT EMAILS
WHY:
Abandonment is a huge challenge for many companies.
Remarketing can recapture a sizable percentage of these
lost sales, with cart remarketing typically having
a high conversion rate between 10 percent
and 50 percent.
87%:
BY THE
NUMBERS
Number of consumers who
abandon carts6.

15. PAGE 15
STARTER TIPS
• Send initial cart recovery email within 24 hours maximum.
• Include a product description and a direct link to the cart.
• Incorporate personality and a reassuring service-oriented tone and approach.
• Offer multiple channel options for interacting or completing the purchase
(e.g. call center, email).
• Set up rules to make sure customers aren’t sent a cart abandonment message
after completing a purchase.
75%:
BY THE
NUMBERS
Number of abandoners who say
they will return to complete purchase6
.
CART
ABANDONMENT
Cart Abandonment
Remarketing
View the video >>>

16. PAGE 16
EMAIL EXAMPLE:
GAYLORD
Service-oriented message
Photo and image of actual
employee adds personal touch
Option to connect or purchase
via other channels
Removes purchase barriers
with reminder of satisfaction
guarantee and “try before you
buy” program
Links directly to shopping cart
1
2
3
4
5
1
2
3
4
5
CART
ABANDONMENT

17. PAGE 17
ADVANCED TIPS
• Send initial cart recovery email with an hour or even minutes of abandonment.
• Create a series of several emails – e.g. an hour after abandonment, two days
after and a week following – to maximize your chances of recovering lost sales.
• To capture maximum margin and avoid training
customers to expect a promotion, hold off on discounts
and incentives until the final email in a series.
• Include product reviews and related product
suggestions.
• Set rules so different customers (e.g. those with
larger shopping carts, repeat buyers, etc.) receive
different incentives than first-time buyers.
• Consider additional triggers based on the product
in a customer’s cart getting low on stock, being
discontinued or the price going up or down.
• Take a similar approach if you offer a
“Wish List” option.
YouSendIt set up its cart
abandonment campaign in less
than 45 days — and netted a
12.7 percent conversion rate as a
result of its efforts.
CART
ABANDONMENT

18. PAGE 18
To better reach the 30 percent of customers who were abandoning
their shopping carts, education supplier DEMCO initiated a cart
recovery program.To enable this campaign, DEMCO integrated
Adobe and Silverpop throughAdobeAnalytics and itsGenesis
API data connector service, a marketing platform that integrates
complementary third-party applications withAdobe products, giving
customers a single view into their marketing data.
DEMCO utilizesAdobeAnalytics online data to identify customers that
have abandoned their shopping cart on DEMCO’s website. DEMCO
then uses Silverpop Engage to send a series of three cart abandonment
emails at one-, three- and five-day intervals encouraging abandoners to
return to their cart to finalize their purchase.There are no
incentives offered in the first two emails, but in the final
message, DEMCO offers abandoners a tote bag when
they finalize their purchase.
“Integrating ourAdobe data with Silverpop Engage
allowed us to target those customers that had left an
item in a cart and encourage them to return,” says Lisa
Moling, eMarketing Planner, DEMCO. “Our results
show that our series of cart abandonment emails
delivers 97 times the revenue (per thousand) than our
promotional emails.”
SUCCESS STORY:
DEMCO
CART
ABANDONMENT

19. PAGE 19
WHAT:
Emails sent after a purchase requesting the customer
write a review of your product or service.
PRODUCT
REVIEW REQUEST EMAILS
WHEN:
Varies based on product type/category, but typically a minimum
of a few weeks following the customer’s receipt of the product.
WHY:
These requests serve as the main driver and source of
product reviews while encouraging follow-on purchases
from the reviewer; the reviews that these emails
generate drive additional conversions from
other buyers.
52%:
BY THE
NUMBERS
Number of consumers who cite online
ratings and reviews as the most influential
factor in purchase decisions7
.

20. PAGE 20
PRODUCT
REVIEW
REQUEST
STARTER TIPS
• Make it as easy as possible to contribute a review
or rating.
• Test impact of timing of emails on number of
review postings.
• Include product photos, description and link
directly to the review page.
• Use personality and speak to the importance
and value of reviews.
• Consider offering an incentive to help drive
more reviews.
4-to-1:
BY THE
NUMBERS
Margin by which shoppers prefer online
ratings and reviews over advice from
store employees.7
SmartPak sends
a triggered review
request 21 days after
the first purchase of an
item, and now has more
than 50,000 customer
reviews in its database as
a result.

21. PAGE 21
EMAIL EXAMPLE:
KING ARTHUR FLOUR
Fun and personable (“Give us a
piece of your mind – please!”)
Incorporates product photos
and names
Included links to review page,
making it easy for customer to
take action
Provides added value by
offering a recipe from an
employee
1
2
4
3
1
2
4
PRODUCT
REVIEW
REQUEST
3

22. PAGE 22
ADVANCED TIPS
• Send a “Your review has been posted” thank-you email.
• Include social-sharing buttons within the “review posted” notifications and
encourage reviewers to share their ratings.
• Incorporate posting of reviews into an engagement scoring system and/or
loyalty rewards program.
• Reward frequent reviewers with “sneak peeks” at new products.
• Place reviewers in different automated
communication tracks based on
rating; for example, a 5-star reviewer
is routed into a cross-sell campaign
while a 1-star reviewer is routed to
your call center for follow-up.
John Yardley
From:
Ryan McNally
Sent:
Saturday, June 01, 2013 8:46 AM
To:
John Yardley
Subject:
FW: Thank you for writing a review
Review posted notification (review request section) for Retail Automation WP
From: Karen Marchione
Sent: Friday, May 31, 2013 4:09 PM
To: Ryan McNally
Subject: FW: Thank you for writing a review
From: KitchenAid [mailto:kitchenaid@kitchenaid.messages1.com]
Sent: Thursday, May 02, 2013 2:29 PM
To: render02
Subject: Thank you for writing a review
Thank you for writing a review.
This message contains graphics. If you do not see the graphics, click here to view.
Hi ,
Thanks for telling us what you think about your
appliance. To show our appreciation, we have
automatically entered you for a chance to WIN a
new KitchenAid 5-Speed Blender.
NO PURCHASE NECESSARY. A PURCHASE OF ANY KIND WILL NOT INCREASE YOUR CHANCES OF WINNING. VOID
WHERE PROHIBITED. Open only to legal residents of the 48 contiguous United States (excludes Alaska and Hawaii), 18 or
older. Sweepstakes ends 12-31-13. For full Sweepstakes Rules, odds and prize disclosures, click here. Sponsor: Whirlpool
Corporation, 2000 M-63, Benton Harbor, Mi 49022
If you do not wish to receive special offers, promotions and other email marketing communications from KitchenAid brand, please
click here. All information we gather is governed by our privacy policy. For more information please visit our website at
http://www.kitchenaid.com/privacy.
®/™ ©2013 KitchenAid. All rights reserved. The design of the stand mixer is a trademark in the U.S. an
KitchenAid not only sends an
automated thank-you email to
customers who posted a review,
but also rewards them with entry
into a contest to win a blender.
PRODUCT
REVIEW
REQUEST

23. PAGE 23
S&SWorldwide, a leading, value-priced online destination for arts and crafts, educational supplies, youth sports and
physical education equipment, wanted to build its archive of user-generated content. Using Silverpop Engage, it sent a
triggered email to customers thanking them for their purchase and asking them to post a review.
The email explained the benefit of posting a review – both for the reviewer and for others – and offered entry into a $500
Visa gift card drawing as an added incentive for doing so.A clear call to action reminding the recipient how simple it was
to post a review rounded out the message.
Not only did this review request email score S&SWorldwide’s second-highest conversion rate (behind its automated cart
abandonment messages), but 14 percent of those who clicked on the email placed another order.
SUCCESS STORY:
S&S WORLDWIDE
In addition, S&SWorldwide sent a triggered
“product review posted” email to its reviewers
thanking them for posting the review.The
message contained a link back to the review
and also included a “10% off” coupon as thanks
to the reviewer.An impressive 12 percent of
those clicking on this email go directly to make
another purchase.
PRODUCT
REVIEW
REQUEST

24. PAGE 24
WHAT:
Emails distributed to customers on or near their birthdays
HAPPY
BIRTHDAY EMAILS
WHEN:
Varies from first date of recipient’s birthday month to
actual date of birthday ― and everything in between.
WHY:
Everyone loves a birthday! And if you have birthdate
data, these are easy to set up and provide high ROI for
the level of effort.
7of 10:
BY THE
NUMBERS
Number of marketers that don’t
send birthday emails.8

25. PAGE 25
STARTER TIPS
• Capture birthdate data at every key touch point – preference center, welcome
emails, call center, in-store cards, etc.
• If providing birthday information isn’t part of the registration process your
customers would normally expect, provide a brief explanation of how this
data will be used.
• Have fun and be creative with the copy — while making sure it drives the
action you want, is simple and straightforward, and meshes with your brand
or corporate image.
• Push your designer to create something fun and engaging that’s distinctive
from your other messages while still following your graphic standards and
email design best practices.
• Consider including a birthday incentive to boost goodwill and increase
conversions.
$91.32:
BY THE
NUMBERS
Typical ROI companies could expect to
see in the first year after implementing a
birthday program.8
HAPPY
BIRTHDAY
Birthday
Email Tips
View the video >>>

26. PAGE 26
EMAIL EXAMPLE:
TOP GOLF
1
Personable, lively copy
Offers “free game” incentive
Caddyshack factoid delivers
element of humor and adds
to sense of fun
Expiration date
provides urgency
3
2
4
1
3
2
4
HAPPY
BIRTHDAY

27. PAGE 27
HAPPY
BIRTHDAY
ADVANCED TIPS
• Offer social sign-in on your website.The data you gain when visitors log
in via their Facebook accounts will include birthday information.
• Test data capture (different form layouts and date-field locations),
birthday message incentives (type, amount) and birthday email
subject lines (first-name personalization, listing the incentive) and
optimize based on the results.
• Instead of a single birthday message, create a series of birthday
emails that are automated based on whether the recipient opens,
clicks or converts off the initial and ensuing emails.
• As part of the above series, send reminders before the birthday
offer expires.
• Include dynamic content blocks in your birthday email(s)
featuring products based on the recipient’s stated
preferences or past behaviors.
77%:
BY THE
NUMBERS
Number of companies that send one
birthday email versus a series.8
RedBalloon’s friendly birthday
message and $20 coupon builds
customer goodwill, while the clearly
stated expiration date provides a
sense of urgency.

28. PAGE 28
Fabric.com, the world’s leading online fabric store
selling custom-measured fabric, wanted to add some
email touch points to its marketing program with the
goal of keeping loyal customers engaged and renewing
relationships with inactive customers.As part of this
effort, it implemented a “Happy Birthday” email
program celebrating the birth dates of its customers.
These triggered emails feature birthday-themed
graphics, a friendly message from Fabric.com, and a
discount offer to be used within 30 days of receiving
the email.The program was a strong revenue
contributor, with the birthday messages notching a
52 percent open rate, 13.8 percent click-through rate
and a 10 percent higher conversion rate than
Fabric.com’s broadcast emails.
Beyond its birthday program, Fabric.com has
implemented several other successful triggered
lifecycle messages, including a cart abandonment
series and a purchase anniversary email program
that celebrates the anniversary of a customer’s first
purchase with the company.
SUCCESS STORY:
FABRIC.COM
HAPPY
BIRTHDAY

29. PAGE 29
WHAT:
Emails distributed to a customer reminding them to make
a gift purchase or repurchase of previously ordered item.
REPLENISHMENT /
REMINDER / REORDER
WHEN:
Typically on or around the estimated time period of when
the product will run out or need replacement, or on a
user-determined reminder date.
WHY:
Reminder emails provide a service to customers, make it
easy for them to make a repeat purchase of an item they
like, and often deliver high conversion rates.
5X:
BY THE
NUMBERS
The revenue generated by Silverpop client
Driverside’s reminder emails versus the
typical broadcast message.

30. PAGE 30
STARTER TIPS
• Adopt a friendly, service-oriented tone.
• Include link to product page or shopping cart.
• Incorporate product photos and pricing.
• Test including last purchase date.
• Feature “top sellers” related
to the originally ordered item.
This replenishment reminder
email fromSmartPak tallied a
29.4 percent open rate,
9.6 percent conversion rate
and $0.41 revenue per email.
REPLENISHMENT
/
REMINDER
/
REORDER

31. PAGE 31
EMAIL EXAMPLE:
DRIVERSIDE
Provides timely reminder with
customized mileage data for
that specific individual
Vehicle info in subject line and
body copy, along with the
vehicle photo, personalized via
dynamic content
Offers helpful links to update
mileage, preferences and other
data points
Includes special offer to incent
customer to action
Uses dynamic content to
populate email with closest
store location
1
2
3
4
5
1
2
3
4
5
REPLENISHMENT
/
REMINDER
/
REORDER

32. PAGE 32
ADVANCED TIPS
• Test the impact and need for incentives.
• Incorporate cross-sell and recommended products in reminder messages.
• Offer customers the option of receiving reminders via SMS, in lieu of or in
addition to email.
• Use a CMS integration to serve up individualized reminders on your website
in addition to your emails.
• Where applicable, drive traffic to physical locations as well as online, using
dynamic content to personalize the email with information on the closest
store to the recipient.
REPLENISHMENT
/
REMINDER
/
REORDER

33. PAGE 33
Pretty much everyone has forgotten a relative or friend’s birthday at some point.With that in mind, award-winning gift manufacturer
Mud Pie decided to initiate an automated reminder program with the help of Silverpop partnerWhereoware.
Four days after customers sign up for the Mud Pie email program, they receive an invite to enter three “special occasions” dates,
such as anniversaries and birthdays, for their friends and families.A customer can also enter into the “important occasions” program
directly from the Mud Pie website by responding to a call to action to sign up.
Customers enter their important occasion information via aWeb form in which they’re required to provide their full name, email
address, important date(s) and name of each date, such as “Mom’s Birthday.”
SUCCESS STORY:
MUD PIE
After signing up for the program, customers
receive a personalized email reminder 21
days prior to each important occasion,
accompanied by a “10% off” coupon.
These reminder messages provide
significant value to recipients and make it
easy for them to purchase from Mud Pie.
The result? Mud Pie’s highest revenue-
producing email, boasting a 31 percent
click-through rate.
REPLENISHMENT
/
REMINDER
/
REORDER

34. PAGE 34
WHAT:
Email program designed to “reactivate”
unengaged subscribers.
REENGAGEMENT
EMAILS
WHEN:
Best approach is right after a predetermined period
of inactivity.
WHY:
Inactives reduce ROI, can cause deliverability issues
and are a significant lost revenue opportunity.
40%:
BY THE
NUMBERS
Number of inactive customers in the
average company database.9

35. PAGE 35
STARTER TIPS
• Determine time frame of inactivity after which most subscribers never
reengage. For many businesses, this is about three months.
• Using a database query, place inactives in a reactivation program designed
to jolt them into action.
• Try sending surveys, different offers, “best of” lists, unusual subject lines,
testimonials, and/or invitations to connect in another channel or
update preferences
• Treat those who don’t reengage after activation program
differently, perhaps emailing them less frequently.
• In general, remove long-term inactives only if you have
deliverability issues.
$3.4 million:
BY THE
NUMBERS
Amount of potential annual lost revenue
for a company mailing to 450,000
subscribers with 40% inactive.9
REENGAGEMENT

36. PAGE 36
EMAIL EXAMPLE:
MILK&MORE
Link in top banner to key pages
on website
First-name personalization
Use of incentive to jolt recipient
to activity
Multiple “Shop” call-to-action
buttons
Option to use another channel
(call center) to complete order
1
2
3
4
5
1
2
3
4
5
REENGAGEMENT

37. PAGE 37
ADVANCED TIPS
• Add more triggered emails to your messaging mix. Since these are initiated
by the recipient’s actions or demographics, they’re inherently engaging and
will help reduce contact inactivity
• When evaluating whether to classify a contact as “inactive,” consider his or
her activity across channels – website, mobile app, in-store check-ins and
more.
• Develop an “inactivity scoring model” to automatically determine when a
contact is in danger of becoming inactive. Incorporate negative scoring and
recency into the model, reducing a contact’s score if he or she doesn’t open
an email, visit your website or make a purchase within a certain time period.
• Using marketing automation, create a program that moves subscribers who
show signs of becoming inactive early in the relationship – often defined as a
period of three months – to a special “early activation” program that engages
them before they become inactive.
• Head off the 25 percent of mobile app users who only use an app once by
setting up a mobile app “early activation program” using the same principals
outlined above to encourage repeat engagement with your mobile app.
TWEET THIS!
ReadingSilverpop’s
“Print MoneyToday: 7 Emails
MarketersShouldAutomate
to Drive Massive ROI”
REENGAGEMENT

38. PAGE 38
ThomasCook Scheduled Business Division operates seven of the UK’s leading travel brands, carrying 750,000 passengers
overseas each year. Looking to reconnect with lapsed subscribers, it decided to use Silverpop Engage to put a
reengagement strategy into action for inactive subscribers of its Netflights.com brand.
SUCCESS STORY:
THOMAS COOK
ThomasCook began the implementation process by working with a
Silverpop product advisor to identify major segments of customers based
on their behaviors.After an analysis of the Netflights.com database, the
following groups were identified:
• Engaged –Those who regularly open/click Netflights.com emails
• Active –Those who regularly open Netflights.com emails
• Bookers –Those who have booked with Netflights.com
• Dormant –Those who have never opened/clicked Netflights.com emails
or booked with the company
Netflights.com then put together a strategy to communicate to these
segments differently. For example, to better engage its “Dormant”
segment, it created a three-step nurture program using Silverpop’s
Programs functionality.The program incentivized inactive subscribers to
update their preferences by making those customers who did so eligible for
500 Euros’ worth of duty-free vouchers.
Thanks to the reengagement campaign, Netflights.com was able to
reactivate 7 percent of its inactive subscribers. “Working with Silverpop’s
services team allowed us to put together a strategy based upon best
practices, and then execute upon that strategy,” saysZara Foxcroft, email
marketing executive,ThomasCook Scheduled Businesses. “As a result,
we’re able to better understand the needs of our subscriber base and are
now seeing our highest engagement rates to date because we’re sending
more relevant communications.”
REENGAGEMENT

39. PAGE 39
Silverpop’s digital marketing automation platform was designed to make it simple to build hyper-
personalized campaigns, creating individualized experiences for every relationship.Watch our
demo to see our product in action, and contact Silverpop to see how we can help you accomplish
your marketing goals for 2013.
Triggered, behavior-driven emails can help you build your business
after the sale as well as before it.They can help build a relationship
from the moment a new customer indicates interest in your
company, boost loyalty by helping deliver an awesome customer
experience, and reactivate those who have disengaged from your
company.They can also encourage future purchases and invite
customers to become extensions of your marketing department.
While the seven automated emails outlined in this ebook are
among the most common and successful triggered emails sent,
there are many others you can use to your benefit, including order
confirmation emails, post-purchase cross-sell or upsell messages,
and purchase anniversary emails.
Be creative and think beyond the usual mediums when considering
what actions might trigger an email.With customers communicating
with businesses via so many channels, behaviors such as interacting
with a mobile app, checking in at a store orTweeting a piece of
content may warrant a real-time, personalized response.
And when you’re serving up that real-time, personalized email
content, consider how you might also provide a seamless
CONCLUSION
customer experience on other channels. Reflecting customer
behaviors on your website, in your mobile app and via SMS in
addition to within your emails may help further enrich your
customer interactions.
Amongst the lofty aspirations, though, remember that you
don’t have to boil the ocean to realize significant benefits. Some
marketers are intrigued by the concept of leveraging customer
behaviors to drive marketing responses, but get tripped up on the
idea that behavioral marketing is difficult to do.
Instead of becoming overwhelmed by the possibilities or feeling like
you’ve got to build the perfect program with multiple messages and
a dozen decision diamonds, start small. Add a single automated
email program to your marketing program, and then gradually
increase the sophistication of that campaign or pepper additional
triggered messages into your messaging mix.
Before you know it, you may find that the revenue you’re driving
makes it feel like you’re printing money – only instead of worrying
about pesky legal ramifications, you’ll be trying to figure out what to
do with all the free time your automated programs have afforded you.
53%:
BY THE
NUMBERS
Number of “mature practitioners” of
behavioral marketing that grew revenue
faster than plan, compared to 41 percent
of other marketers.10

40. PAGE 40
1-Forbes, “CanYou Hear Me Now?Web-Enabled Brand ExperiencesThatCut
Through theClutter,” Nov. ‘11
2-SkylineTechnologies,“AutomatedEmailPrograms,PartI:TheWelcomeSeries,”Oct.‘10
3-Silverpop, “2013 Email Marketing Metrics Benchmark Study:AnAnalysis of
Messages SentQ1-Q4, 2012,” 2013
4-Silverpop, “2012Top 500 Retailers Study,” 2012
5-SeeWhy, “UnderstandingOnline Buyer Behavior Part I: FirstTime vs. Returning
Visitors,”April 2013
6-Amaze/University ofGlasgow, “Shop ‘till they drop:An Insight into Shopping
BasketAbandonment,” July ‘09
7-Cisco, “Catch and Keep Digital Shoppers: How to Deliver RetailTheirWay,” 2013
8-Silverpop, “Birthday Blueprint: How to Build aTop-Tier Birthday Email Program,”
2012
9-Silverpop, “Retailer Emails toAutomate,” Dec. 2012
10-Forrester, “Use Behavioral Marketing to Up theAnte in theAge of theCustomer,”
May 2013
ADDITIONAL RESOURCES
Welcome &Onboarding Emails
1) “TheWelcome Email Is Dead!” (article)
2) “Aloha:Welcome Email & Unsubscribe Best Practices” (Slideshare)
3) “So Just How Important Is aWelcome Campaign, Anyway?” (blog)
4) “Onboarding Programs:Transitioning from a single welcome message to a
dynamic multimessage format” (video)
BrowseAbandonment Emails
1) “Browse Abandonment Emails: HowYou Can UseThem to Bring Browsers Back
to Buy” (blog)
2) “Browse Abandonment Remarketing: SmartPak Equine” (Slideshare)
3) “Beyond the Cart: 5 Process Abandonment Messages to Implement” (blog)
FOOTNOTES
CartAbandonment Emails
1) “How toTurn Cart and Process Abandonment Scenarios into Revenue” (white paper)
2) “Recover Abandoned Shopping Carts with Email” (blog)
3) “DoYou Still Have Abandonment Issues?” (article)
4) “EverythingYou Need to Know for Cart Abandonment Email Remarketing Success”
(Slideshare)
Product Review Request Emails
1) “Post-Purchase EmailsThat Drive Higher Revenue, Engagement” (blog)
2) “How to Attract Customer Reviews” (article)
3) “Post-Purchase Email Helps SmartPak Gain a 6X Increase in ReviewVolume” (article)
Happy Birthday Emails
1) “Your Blueprint for Building a Birthday Email Program” (blog)
2) “Birthday Emails: Analysis and Samples from My Inbox” (blog)
3) “Saying Happy Birthday: How to Build aTop-Tier Birthday Email Program that Delights
and Drives Revenue” (Slideshare)
Reengagement Emails
1) “Reengage Inactive Subscribers” (Video)
2) “Inactive Email Subscribers:Tips forTaming the Beast” (Slideshare)
3) “Unengaged Subscribers Are CostingYou” (Blog)
More EmailWhite Papers and Ebooks
1) “Almost EverythingYouWanted to Know About Email Marketing”
2) “20Ways to Personalize Content and Enhance the Customer Experience”
3) “2013 Email Marketing Metrics Benchmark Study”
4) “Multiscreen Maturation: Email Design Strategies andTips for Connecting Across
Devices”