Post on 16-Dec-2015
transcript
Seeing is Believingi.e. Conversation Manager
Anne-Celine Bringer - Account Development Lead
Gain 20/20 vision using a new visual tool that will make your campaign management more efficient, effective and easy to do
Meet John
John is the email marketing manager for a high street fashion retailer with a fully functioning e-commerce site
The algorithmic attribution model is showing that email drives about 32% of online revenue. It is a key part of the brand’s online success.
John has been given 3 objectives for the next 6 months:
Improve the ROI of the email channel
Reduce database attrition
Increase the number of site visits
His budget is limited and his team consists of 3 over-worked people including him.
What John Knows
Thanks to his e-Dialog team and their Startegy & Analytics team, John knows:
His database is about 350,000 users of which around 25% are actively engaged with email
Acquisition is around 4,800 a day of which about 60% come from having made a purchase on the site
Engagement is average:Avg open rate is 14% Avg. unique click rate is 1.7%Avg conversion rate as % of clicks is 4%
Optout is significant within the first 10 days of optin
AOV is about £90
1. WELCOME
SEQUENCE2. FIRST TIME
BUYERSEQUENCE
3. REACTIVATION SEQUENCE
What John Needs
Strategy. A contact strategy for each sequence
Data. An understanding ofWhere the data comes from
What data is available to use for segmentation and custom
publishing
Creative. A compelling creative for the various touches
Analytics. A clear understanding of what the KPIs are and what success looks like
“You never get a second chance to make a first impression”
Programme selected: Welcome Sequence.
Today’s Programme:
Real-time Welcome email
1.Confirms Sign-up2.Welcomes user
Ad hoc email stream
Sign-up
So let’s make it a good one!
Proposed Programme:
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
£
Click?
Open?
£
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
Where does the data come from?
Are my emails set up in Campaign Builder?
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
£
Click?
Open?
£
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
£
Click?
Open?
£
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
£
Click?
Open?
£
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
6 emails are needed: Feature 1 Feature 2 Feature 2 + Poll Browsed products Browsed products + Voucher Voucher Redemption Reminder
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
£
Click?
Open?
£
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
Recipient Action
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
£
£
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
Click?
Open?
Insight Builder Query“Has made a purchase in past 7 days”
Feature #1
Yes
No
Feature #2
Feature #2+ Poll to engage
Yes
No
Browse Products
Yes
No
Yes
No
Voucher +Browse Products
Yes
No
Reminder Email
Sign-up
Redeem?
First Time Buyer
Sequence
First Time Buyer
Sequence
First Time Buyer
Sequence
Real-time Welcome
Profile DataOffer = Y or N
Click?
Open? £
£
17
Thank You …
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