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

email

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

email

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

email

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

email

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

email

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

email

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

email

Profile DataOffer = Y or N

Click?

Open? £

£

17

Thank You …

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