This quick presentation shows how email lifecycle marketing can be a powerful tool for driving leads and building relationships with your customers that drives improved retention and greater growth. Includes examples from well known brands.

1. Email/Lifecycle Marketing
Lead Generation & Relationship
Building
Presentation Date: January 2010 James Windrow

2. E-mail outreach can play a significant role in developing
new relationships and nurturing existing relationships.
The secret is in the messaging….
Presentation Date: January 2010 James Windrow

3. But wait. Doesn’t email marketing annoy people?
Despite popular belief, there is no magic number for the maximum number of
times someone will “put up with your emails” before they unsubscribe.
Unsubscribe rates are tied directly to relevancy. Not
frequency.
Most companies simply don’t understand how to make their email
communications consistently relevant to their readers.
Presentation Date: January 2010 James Windrow

4. What types of email marketing are there?
Mass/Broadcast Emails: message has little to no personalization or
segmentation
• E.g. Newsletters, promotions
Lifecycle: message is based on recipients placement in the customer lifecycle
• E.g. Welcome programs, loyalty programs, ambassador campaigns
Behavioral: message is based on a recipient's clickstream data, which is used
to formulate the message and the offer.
• E.g. Abandoned cart, reviewing a product page, transactional emails
A great email marketing strategy leverages all three!
Presentation Date: January 2010 James Windrow

5. Mass/Broadcast Behavioral
Low High
Lifecycle
Response Rates
Presentation Date: January 2010 James Windrow

6. Email Response Rates
Broadcast Lifecycle Behavioral
Minimal to no
Primary targeting tactic Timed to customer Behavioral targeting (i.e.
personalization or
used lifecycle click-stream, transactions)
segmentation
Average unique open
rate 20% 26% 33%
Average click-through
rate 9.5% 14% 14%
Average conversion rate 1.1% 2.8% 3.9%
Presentation Date: January 2010 James Windrow

7. Email Marketing – Broadcast
Monthly Promotional Email
What’s new? What’s hot? What’s on sale? What’s happening? What we’re doing to
make a difference.
Ingredients to successfully building relationships and driving revenue.
1. Continuously grow your list by clearly communicating benefits of staying connected
2. Keep your communications relevant
3. Respect the privacy of your readers
Presentation Date: January 2010 James Windrow

8. Lifecycle Email Marketing
Prospective
Customers
Brand
Ambassado Customers
rs
Repeat Non-
Customers Responde
rs
Presentation Date: January 2010 James Windrow

9. Lifecycle Email Marketing
Examples of Lifecycle Email Marketing Programs
• Welcome programs
• Loyalty programs
– Anniversary
– Birthday
– Earn Points/Rewards/Promotions
• Ambassador programs
– Tell a Friend
• Win-Back programs
– Limited time offers/promotions
Presentation Date: January 2010 James Windrow

10. Loyalty Program
Challenge
• Pet birthday celebrated by many
parents
Solution
• Send reminder two weeks before pet
birthday with offer
• Personalize with pet’s name and
artwork that reflects the type of pet
(i.e. dog, cat, etc.)
Result
• Captured new customers - 50% of
converters had not previously
purchased online
• 17% of new purchasers
subsequently continued to shop
online
Presentation Date: January 2010 James Windrow

11. Ambassador Program
Challenge
• Grow business through word
of mouth
Solution
• Online flower purchase, sent
satisfaction email with
customer survey
• Positive raters receive an
email encouraging them to
recommend Serenata Negative Net Promoter
Flowers to their friends
High Net Promoter
• Customers will receive thank
you offer after referring
friends
Results
• Net promoter score of 8.5
• Tens of thousands of referrals
Discount for Referring
Referred Email
Presentation Date: January 2010 James Windrow

12. Win-Back Program
Challenge
• Growing segment of customer base had not
purchased within 90 days
Solution
• Implement automated program to reengage
lapsed customers
• Emails triggered after 90 days with special
incentive offers, such as free shipping
Result
• Recouped cost of implementing program in one
month
• Open rates: 67%
• Click-through rates: 55%
• Conversion rates: 11.5%
Presentation Date: January 2010 James Windrow

13. Behavioral Email Marketing
Programs and messages triggered based on a recipient's
clickstream data, which is used to formulate the message/offer.
• Clickstream
Visit the camera section of BestBuy.com and two days later you receive
an email or direct mail piece with a promotion/discount on the camera
you were looking at.
• Transactional
Emails that are triggered when a user takes a predefined action.
Presentation Date: January 2010 James Windrow

14. Behavioral Email Marketing
Examples of Transactional Emails
• Account Creation/Sign-up
• Order Confirmation
• Order Shipping
• Lost Password
• Information Request
• Article/Whitepaper Download
• Abandoned Cart Email
• Could also be a lifecycle marketing activity
Presentation Date: January 2010 James Windrow

15. Cart Abandonment Program
Challenge
• High rate of shopping cart abandonment
• Very short 3-day purchase cycle time
Solution
• Trigger email message 3 days after
abandonment
• Include some abandoned products, as well as
additional cross-sell items
Result
• Increased conversions 171%
• Increased margin 30%
• Increased email click-through 852%
Presentation Date: January 2010 James Windrow

16. Challenge
Order Confirmation
• Improve customer buying
experience and drive incremental
revenue
Solution
• Leverage transactional email to
target recent purchasers with
relevant product information
• Include top-seller recommendations
related to purchase category
Result
• Transactional messages now
generate 15% of total email
program revenue
Presentation Date: January 2010 James Windrow