During the holidays, we spend so much time trying to acquire new subscribers and increase our send frequency, we lose sight of some of the key principles of email marketing. Let’s take a minute to think beyond the holidays to make sure we’re engaging and retaining our subscribers during and after the big holiday push. In this webinar, you’ll learn: How to engage with your customers using what you already know How to retain your loyal customers How to use social media and email together

1. IT’S TIME TO START THINKING
BEYOND THE HOLIDAYS
Presented by Matthew Ramos

2. BEFORE WE GET STARTED
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Everyone will receive a link to a
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copy of the slide deck within 1 - 2
business days.
Joy Ugi
Digital Marketing Coordinator
WhatCounts
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3. TWEET!
Follow us on Twitter!
@WhatCounts
@MattlrWC
Tweet about this webinar using
#BeyondtheHolidays
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4. TODAY’S SPEAKER
Top 5 things to know about me –
1. Grew up in a small town in Texas.
2. Graduated from the University of
Texas at Austin – Hook ‘em
Horns!
Matthew Ramos
Senior Strategic
Account Manager
WhatCounts
3. I’ve worked in the email
marketing space for 3.5 years
and have worked with many
Fortune 500 clients.
4. Hate lettuce on my sandwiches,
but LOVE salads.
5. I love working with my clients to
increase their ROI and meet their
personal KPIs.
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5. PICTURE THIS
Your sweepstakes have ended and your special red and
green colored websites with dancing gingerbread men have
been taken down and you’re now officially back to the daily
grind.
Hopefully you’ve all had a fruitful holiday season, but now
more than ever you need to make sure you keep the
momentum up and not get too comfortable in Q1.
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6. AGENDA
In this webinar, you’ll learn:
– How to engage with your customers using what you already
know
– How to retain your new & loyal customers
– How to use social media and email together
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7. ENGAGE YOUR SUBSCRIBERS
WITH WHAT YOU ALREADY
KNOW
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8. LET’S USE OUR WEBINAR’S SIGN UP FORM
• This is the form you
filled out.
• We could use any of
these data points to
market you.
• Based on audience size,
it’s better to market to
you in a programmatic
way.
• What do I mean?
– We’d treat our audience
differently if 1 million
people registered vs. 50.
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9. AT THE VERY LEAST, USE GENDER
As much as I love, the creative to these
emails, I’m not female and would much
prefer emails that are targeted to the
male demographic.
I’ve purchased men’s clothing before
and they should know I prefer men’s
clothing moving forward.
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10. CLIENT EXAMPLE
Data Point:
This particular client had state info
on their customers.
On the opening day of the World
Series we targeted the state of
Mass. and Miss. to promote their
custom cookie bouquets.
Subject Line:
The World Series Starts Today.
Get 10% off Fan Favorites.
Average open rate:
2.6% points higher than most other
campaigns.
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11. CREATE A BIRTHDAY PROGRAM
If you are collecting birthday info, USE IT! We can EASILY
create a birthday trigger for you that would be sent DAILY.
These perform extremely well:
• Transaction rates are 5x promo emails.
• Daily birthday yield higher conversions.
• Monthly yield higher open rates.
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12. DON’T KNOW MUCH ABOUT YOUR CLIENTS?
Make the sign up process easy.
However, in your welcome
email ask them to visit your
preference center site to fill out
their preferences to receive
relevant information.
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13. CREATE IMPLIED PREFERENCES
Use click data to help
identify their preferences.
This is pretty much done
by the recipient clicking on
a link within the email.
We can use this click data
to imply their preference
and send campaigns to
that specific demographic.
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14. WISHLIST PROGRAM
Use your wish list as a means to target.
The customer has taken the time to fill
out their wish list and has shown a level
of interest in a product.
You should be sending reminders about
their wishlist after the holidays.
Subject Line could be:
Didn’t get everything you wanted for
Christmas?
Super Subject Line: How about we help
with 10% off your wish list today.
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15. SURVEY YOUR CUSTOMERS TO SEE WHAT
THEY’RE THINKING
Subject Line:
Your Opinion Counts
Use Survey Monkey or a third
party service provider to send
out a survey to your customers
asking for valid feedback.
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16. SYMBOLS IN SUBJECT LINES
• URL: http://fsymbols.com/all/#more
• Just copy and paste directly in the subject line under the
template level
• Solid symbols tend to work best universally across all
ISPs.

17. CREATE A MYSTERY OFFER
Send a mystery
offer that teases
your subscriber to
engage.
You can cater the
offer based on their
likelihood to engage
with the email.
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18. MAP OUT YOUR LIFECYCLE
Inspire
Acquire
•
•
Email Sign Up
above the
fold on the
website.
•
Sign Up
found at
Checkout
•
•
•
Batch
Welcome
Series
(Touch 1-4)
Abandoned
Cart
Program
Engage
•
•
Loyalty
Program
Abandoned
Cart
Program
Abandoned
Cart
Program
•
Winback
Mystery
offer
•
ReEngagement
•
Wishlist
Program
Survey
Email
API
Welcome
•
Retain
Rate and
Review
Program
Birthday
Program
•
Sweepstakes
•
•
•
ReEngage
Purchase
•
Upsell /
Cross sell in
confirmation
email
•
Frequency
Control
•
Opt Down
Unsubscriber
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19. SIMPLE STRATEGIES TO
RETAIN YOUR SUBSCRIBERS
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20. CLIENT RETENTION
According to the Harvard Business School, increasing customer retention
rates by 5 percent increases profits by 25 percent to 95 percent.
Let’s explore how you can best retain your customers.
Source: https://www.helpscout.net/blog/customer-retention-strategies-that-work/
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21. CREATE LOYALTY PROGRAM
Create a Loyalty Program to keep customers close.
Get ideal customers to be VIPs.
Studies show that people love being VIP or gold members of programs.
There is one caveat, though. This only works when people know there is a
class below them on the totem pole.
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22. LOYALTY PROGRAMS CAN WORK
Source: http://www.marketingprofs.com/charts/2011/4398/loyalty-programs-boost-email-success
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23. GREAT EXAMPLES OF LOYALTY PROGRAMS
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24. TRAVEL CLIENT EXAMPLES
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25. MARKET YOUR FOUNDATIONS
Stand for something.
The quickest way to get customers to ignore you is to not stand for anything. A
study by the Corporate Executive Board that included 7,000 consumers from across
the U.S. found that of those consumers who said they had a strong relationship with
a brand, 64 percent cited shared values as the primary reason. If you want loyal
customers, you need them to care about you.
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26. CLIENT RETENTION
• Mailed monthly credit
card processing.
• If you have a monthly
membership fee, you
should send a reminder
their credit card is about
to expire and one when
it does expire.
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27. HOUSTON CHRONICLE - PREFERENCE CENTER
Problem: Sending to many breaking news alerts and giving too many options
to opt out.
Resolution: Create an opt down preference center to allow people to opt out
of certain types of breaking news alerts.
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28. OPT DOWN STRATEGY
Link them back to the preference
center site when they click
unsubscribe to allow them to opt
down rather than fully opt out.
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29. FREQUENCY CONTROL
Give your users the option
to select their frequency
upon sign up.
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30. FREQUENCY CONTROL
Update your
unsubscribe page
to give the
subscriber the
option to opt
down.
This is a great
strategy to follow
after the major
onslaught of
holiday traffic.
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31. NORDSTROM UNSUBSCRIBE
Love this one because
it allows you to opt
down and only
receive “The Men’s
Shop” emails.
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32. UNSUBSCRIBE SHOULD INCLUDE SOCIAL
OPTIONS
Make sure to include social options as second chance.
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33. HAPPY MARRIAGE BETWEEN
SOCIAL AND EMAIL
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34. ASK YOUR FACEBOOK FOLLOWERS TO JOIN
YOUR NEWSLETTER LIST
Don’t be shy.
Post a monthly
Facebook post asking
for people to sign up
for your newsletter.
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35. INTEGRATE CURRENT COMMENTARY INTO YOUR
EMAILS
Have great feedback on
Facebook?
Ask for permission from
the poster and include
it into an email.
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36. SOCIAL! SOCIAL! SOCIAL!
Make sure to cross
promote your other
channels.
Make sure your loyal
email followers follow
other channels.
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37. POST EMAIL OFFERS TO FACEBOOK AND
TWITTER
Use our Social Providers Functionality To Post Offers
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39. 1-800-FLOWERS.COM
Great Example of integrating Social into Email
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40. BROOKSTONE EXAMPLE
Another great way
to integrate social
and email.
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41. TIME FOR QUESTIONS!
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42. JOIN US FOR OUR NEXT WEBINAR
Analytics for 2014:
The Numbers that Matter
Thursday, Dec. 5 at 2 p.m. ET
Speakers: Director of Services
Kristine Zimmerman
Digital Marketing Coordinator Joy Ugi
Sign up!
http://www.whatcounts.com/email-marketingresources/webinars/analytics-2014-numbers-matter/
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43. REACH OUT TO US
WhatCounts
3630 Peachtree Road, NE
Suite 900
Atlanta, GA 30326
1-866-804-0076
www.whatcounts.com
Twitter: @whatcounts
sales@whatcounts.com
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