Date post: | 22-Aug-2015 |
Category: |
Marketing |
Upload: | steve-kemish |
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The Utopia of Email Marketing
Steve Kemish F IDMManaging Partner, Junction
@skemmo
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EMAIL IS BEING KILLED, IT IS NOT DYING(but we have hope, a lot of hope)
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245.3 billion
210.1 billion
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1:1 journey mapping - 5
Active High Value Lapsed
Account Activation
Account Welcome
Order Abandonment
Order Confirmation
Account Up-Sell
Welcome
Conversion
Nurture
Account Nurture
Reactivation
OrderComp
DownloadConfirmation
EventBooking
EventInvite
CustomerSatisfaction Survey
MonthlyStatement
Win-back
EventCountdown
ViralTriggeredCross-sell
Sign Up
First OrderFollow-up
Post-Event
Suspect Prospect Customer
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What most emails look like
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MAIN WAYS TO SEGMENT
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By Demographic
• Sex• Age • Relationship status • Income • Education • Job role • Industry sector • Company size
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By Preferences
• Brands • Product categories • Interests • Offers/competitions/news • Places • Frequency• Device type
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So much choice
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You’re in charge
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By Behaviour
• Recency • Frequency • Previous purchases • Value of products (value/premium) • Browse behaviour – time of day/week
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eCircle approach
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By Customer value
• Lifetime value (LTV) • Value in last 6/12/24 months • Annual gross profit• Influence Value?• Strategic value?
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Value of Segmentation Methods
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All four together
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Social – new segment source?
• Facebook Connect • Insight from social data • Offers based on social influence • VIP treatment • Like behaviour, recency of Like /follow• Consider their Klout score
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Bring them to life
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AAA email
“Out of the three redesigns tested in the competition, our design outperformed the control CTR by 26% and outperformed the
projected revenue of the 2nd place finisher by 4%.”
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Persuasive language
• Providing clearly signposted pathway for customers to follow
• •Thinking about the psychological cues that prompt action
• •Considering the entire customer journey, from email to landing page to sale
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Segmentation in the lifecycle
As an email journey?Active High Value Lapsed
Account Activation
Account Welcome
Order Abandonment
Order Confirmation
Account Up-Sell
Welcome
Conversion
Nurture
Account Nurture
Reactivation
OrderComp
DownloadConfirmation
EventBooking
EventInvite
CustomerSatisfaction Survey
MonthlyStatement
Win-back
EventCountdown
ViralTriggeredCross-sell
Sign Up
First OrderFollow-up
Post-Event
Suspect Prospect Customer
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How eBay UK does it
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HTML 5
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Proximity marketing
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How iBeacon works
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There is a crystal ball!
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Thanks for listening
download these slides now at:www.slideshare.net/skemmo
[email protected]@skemmo