1

Danielle Woolley, Head of Customer Success

@daniatadestra

Email is #1 for ROI

How do you rate the following channels or disciplines in terms of return on

investment?

Source: Econsultancy, Email Marketing Industry Census 2018

Marketers who

employ advanced

techniques

get better ROI

Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra

The majority of

marketers are only

in the early stages

of personalising

their campaigns

Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra

1. Integrating data

2. Lack of resources / time / skills

3. Where to focus

4. Lack of technology

5. Developing processes and rules

Challenges

advanced segmentation

mobile responsive templates

video content

kinetic design

multi-channel triggers

content personalization

location-based content

lead nurturing

lifecycle automation

ratings and reviews

dynamic content

real-time content

progressive profiling

dynamic social feeds

send time optimization

product recommendations

predictive modelling

multi-variant testing

cross-channel orchestration

7

• What value do they get from your emails?

• Do you understand the customer journey?

• How can you use personalisation to enhance that experience?

1. Start with the customer

Personalization throughout the lifecycle

Cross-sellprograms

Replenishment

Abandon Basket Re-engagement

Winback

Breed-specific CRM

Tailored Welcome Programs

1st purchase incentive (welcome journey)

Welcome Convert Develop Retain Re-activate

£

Pre- and Post-journey (travel)

Ratings & Reviews (travel)

Birthday

Results

• 60% open rates

• 50% click-to-open rates

• 3 - 10x higher conversion rates

11

• What is the end goal?• How are you going to measure it?• Prioritise based on contribution to

this goal

2. Be clear on your goals

Revenue per 1000 emails

Audience (delivered emails)

Open Rate

Clickthrough Rate

Conversion Rate

Average Order Value

Identifying the Influencers

• Deliverability

• Send From name

• Subject line

• Pre-header

• DoW / ToD

13

• Symbols & emojis

• Length

• Personalisation

• Basic human direct response drivers: Urgency, Scarcity,

Curiosity, Exclusivity, Savings, FOMO, Status

Results

• Increase of 12% for

revenue per 1000

emails sent (RpK)

• Overall increase in

revenue attributed to

email of 74%

15

• Sell your vision• Create a business case• Communicate and collaborate

3. Get buy in

Convert Develop Retain Re-activate

Thank you for your order

Birthday

Welcome Re-engagement

Winback

Newsletters

Abandon basket

Anniversary

Price Drop

Back in stock

Non mailed cross channel

+80%

Email

Revenue

Email Revenue

+91%

+23%

+17%

Email Revenue

Conversion Rate

+21%

+6%

+50%

Email Revenue

Email Traffic

+60%

+29%

18

• As you develop your plan keep in mind

the big three: customer, goals, buy-in

• Get the foundations right

• Start small and build on it

Get in touch: danielle.woolley@adestra.com @daniatadestra

Software and a Service ®

New York

Dallas

Oxford

Sydney

Toronto

Auckland

London