Email Subscriber Lifecycle Strategies from the Swipe File

To maximize the value of an email relationship, you need to cater to your subscribers’ needs and wants throughout their entire subscriber lifecycle. My presentation at Connections today talked about the six stages of the subscriber lifestyle and shared research, advice, and examples pertaining to each stage.

Here’s my slide deck, followed by links to the resources that I refer to in it.

 

Email Marketing Rules (2nd Ed.)

>> Get details about the book on Amazon.com

 

The Swipe File

>> View the pinboards on Pinterest

 

Retail Touchpoints Optimized

>> Download the report via ExactTarget.com

 

Zillow acquisition example: mobile app

>> View in the Audience Growth Swipe File

 

Krispy Kreme acquisition example: Product packaging

>> View in the Audience Growth Swipe File

 

Olive Garden acquisition examples: Signup opportunities in restaurants

>> View example #1 in the Audience Growth Swipe File

>> View example #2 in the Audience Growth Swipe File

 

Home Depot acquisition example: Opt-in via e-receipt

>> View in the Audience Growth Swipe File

 

Noun Project acquisition example: Opt-in confirmation email

>> View in the Email Swipe File

 

State of Marketing 2014

>> Download the report via ExactTarget.com

 

Pinterest onboarding example: Welcome series

>> View in the Email Swipe File

 

Walmart onboarding example: Holiday-themed welcome email

>> View in the Email Swipe File

 

At the Tipping Point for Mobile-Friendly Email Design

>> Read on the ExactTarget blog

 

The Growing Adoption of Mobile-Friendly Email Design #Infographic

>> Read on the ExactTarget blog

 

Reliant engagement example: Personalized weekly summary email

>> View in the Email Swipe File

 

Hipmunk engagement example: Infographic email

>> View in the Email Swipe File

 

2014 Email Marketing Holiday Calendar

>> Download the guide via ExactTarget.com

 

American Apparel reengagement example: Reengagement email

>> View in the Email Swipe File

 

Pinkberry reengagement example: Mobile app reengagement email

>> View in the Email Swipe File

 

Lowe’s super-engagement example: Progressive profiling email

>> View in the Email Swipe File

 

ModCloth super-engagement example: Signup anniversary email

>> View in the Email Swipe File

 

Crate & Barrel super-engagement example: Post-purchase care instructions email

>> View in the Email Swipe File

 

Starbucks super-engagement example: Loyalty program milestone email

>> View in the Email Swipe File

 

Staples transition example: Unsubscribe page

>> View in the Email Swipe File

 

Democratic Congressional Campaign Committee transition example: Opt-out confirmation page

>> View in the Audience Growth Swipe File

 

Mini USA transition example: Re-permission email

>> View in the Email Swipe File

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