In this article, we’re fortunate to be joined by Maropost’s CMO Bob Frady. Our subject today is the idea of E-Commerce marketing automation. Here at Interact, we are fortunate to work with some of the world’s most forward-thinking retailers, who are making massive moves in the E-Commerce space. Together we’re able to generate 100′s of thousands of new leads every month, and turn internet strangers into real contacts.
We’re also fortunate to be integrated with Maropost Marketing Cloud, so those leads can be added to a central command system for personalized follow-up based on the information provided during the quiz.
In this session, we go back and forth with Bob, tackling some of the biggest questions our customers have in regards to using automation to effectively convert leads after they are acquired. Let’s jump right in.
A. (And I’m paraphrasing for Bob here). There is really one thing that stands out from the rest when it comes to getting opens, and that thing is triggered emails. For example, a welcome email after someone takes a quiz and inputs their information that references the quiz is going to get great open rates.
Emails that continue a conversation are much more effective than emails that try to start a conversation. When you can use a tool like a quiz or any other form of triggered email that allows you to continue a thought already started, you’ll get better results.
Q. Let’s talk quiz follow-up. If someone opts-in through my quiz, how should I begin emailing them and how much should I email them.
A. The first thing to do is have an immediately triggered “Thank You” email reaffirming that you received their information and introducing yourself. This allows you to continue the conversation that was started in the quiz and create a continuous experience.
Then I would send several emails over the next few days that are related to the quiz content. The goal with these emails, and the reason for sending so many, is that you want to let people know who you are and what you’re about. If they unsubscribe during these first few days, that’s a good thing, they’ll decide your company is not a good fit and step away, which is not a bad thing at all.
If the customer is still subscribed after 4-5 emails, then you can add them back into your regular newsletter sequence.
A. There is no right answer here, but I will say that a good rule of thumb is to email whenever your content changes. If you publish content every day, email every day, if you publish content once a week, email once a week. The frequency of mailing also depends a lot on your ability to execute quality email messages, you never want to sacrifice quality in order to send more.
You should let your audience choose how much they get emailed, which means testing frequencies in order to see what results in more sales. People are often too afraid to test, and that means leaving money on the table.
At Maropost, we have customers emailing anywhere from once a week all the way up to 28 times a week, and those numbers were arrived at by testing effectiveness.
Q. If I have a list and want to get better at emailing segments based on their interests, what’s the best way to get started with that?
#1: Capturing basic data (domain of customer, browser, etc.). Things as simple as whether they’re using Yahoo vs. AOL can be telling in terms of who the audience is and how they use the internet.
#2: Bringing in customer data. This is more nebulous and difficult. A good example of how this is done would be to run a query and identify everyone who has purchased skis in the past and add those people to a “sports” segment. Sending out the latest golf club or fishing pole in an email to a segment of people who purchased skis in the past gives you a better shot of being relevant than just blasting out to everyone.
A. I see email being used as a branding tool. It will continue to increase in importance as an identifier. Every email you send out is a brand impression, and the content of those emails will become incredibly important as the consumer will demand more targeted and better quality content.
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