© experian cheetahmail 2007. all rights reserved. experian and the marks used herein are service...

© Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian CheetahMail.Confidential and proprietary.

How To Design Winning Email Campaigns

Steve Lomax, Managing Director Europe1st May 2008

© Experian CheetahMail 2007. All rights reserved.Confidential and proprietary. 2

CheetahMail Background

Travel

Technology & Telecom

Retail, eCommerce & Catalog

Media & Entertainment

Financial


Winning Emails Require……

Segmentation to know your customers

Personalisation to “treat different customers differently”

Best practice design to ensure emails are delivered as expected


Know What Data You Want To Use

EVENT DATA• Dates of key purchases

• Enquiries• Disputes

• Mailing history• Returned goods• Insurance claims• Missed payments

PRODUCT USAGE

& OWNERSHIP• Products held• Level of usage

• Customer value or

profitability over a

number of time periods• Summary data derived

from Event Records

DEMOGRAPHIC DATA

• Geo-demographic• Person data –

DoB, gender• Lifestyle surveys

• Public data

Volatile Stable

EMAIL & WEB DATA

•Email history

•Browsing history

•Purchase history

•Abandon history


Know Where You Want to Understand Your Customers

Centralised Customer Database CheetahMail Data Warehouse

Online Data, Offline Data, Customer Data, Third-Party Data

Email Subscriber Data, Event Data


Know What Segmentation You Want to Develop

Customer Value Analysis

Demographic & Geographic Targeting

Behavioural Targeting

Attitudinal Targeting


A Case Study

Increase ROI through segmentation

Provide differentiated content in:

• Subject line

• Creative

• Products

• Offers Use different segmentations to

drive these areas


Segment Customers By Value

Analysed past transactional data to:

• Define four value segments

• Determine which products are most likely to be purchased together

Created more personalised offers that are relevant to each value segment


Segment Customers By Attitude towards Buying

Identifies type of messages and offers that motivate purchases

Create more personalised subject line and creative that are relevant to each attitudinal segment

London£40,000+

London£40,000+

Gender: Female Age: 32 Location: London

Education: College Marital Status: Single

London£40,000+

London£40,000+




Segmentation - Summary

Four value segments driving offers

i.e. we know what products to offer what customers at what price

Eleven attitudinal segments driving subject line and creative

i.e. we can determine the content and design best suited to motivate each segment to open and buy

We now know enough to personalise


Develop Message Content Guidelines


Shared Demographics & Geographics

Different Ways of Thinking

Look at Me Now•Premium brands•Health club member•Enjoys entertaining•Quality relationships•Safety, security

Stop & Smell the Roses•Enjoys simple pleasures•Creative, cultural, spiritual•Healthy living•Outdoor enthusiasts•Activist thinking

Message Content Guidelines

• Emphasise quality of product

• Focus on sound, secure content or feature

• Promote customer service features and face-to-face contact

• Lead with trial offer to build trust

• Test “club” or continuity type of offers

• Promote established product brands or features



Develop Message Content Guidelines







• Natural ingredients vs. man made

• “Slate” versus “gray”

• Eco-friendly

• Emphasise quality with details

• Altruistic positioning – appeal to their altruistic beliefs, showing eco and humanity well-being



Combine Segmentation and Dynamic Content to Boost ROI







• Emphasise quality of product

• Focus on sound, secure content or feature

• Promote customer service features and face-to-face contact

• Lead with trial offer to build trust

• Test “club” or continuity type of offers

• Promote established product brands or features


Email:

23/2: Opened17/2: Opened, Clicked13/2: Purchased

Website:

17/2: Viewed All-Clad13/2: Purchased mugs28/1: Viewed knives

Online Behaviour Data


Using Segmentation to Drive Content to Boost ROI







• Natural ingredients vs. man made

• “Slate” versus “gray”

• Eco-friendly

• Emphasise quality with details

• Altruistic positioning – appeal to their altruistic beliefs, showing eco and humanity well-being



Using Segmentation to Drive Content to Boost ROI

“Look at Me Now”

“A Penny Saved”

“Stop and Smell the “Roses”

Dynamic Content based on baskets by value segmentation: best, high, average, low

23 Versions

(not 44)

40% lift in AOV

23% lift in revenue per message


Art or Science?

Test, Test, Test

• Subject line

• Content

• Timing

• Frequency

• Product Offers

• Incentives

• Look and Feel

• Landing Pages


Test

Tested copy, products & creative to German market

Creative Option 1Click Rate: +22%Revenue: +29%Conversions: +38%

• Mail throughout western Europe and Poland

• Conduct over 100 tests globally per week and still learning

• Test on subject lines, creative and featured products (single vs multiple & types of products)


Best Practice Guidelines: Outlook 2007

Flash and other plug-ins (Video) will not work

Animated GIFs won’t animate, but will display

Background images won’t load by default


Best Practice Guidelines: Others

Lotus Notes


The Importance of Alt Tags


Alt Tags – Making content work without images


Making Animation Work

Uses animated Gif

Link to video content


Winning Emails Require……

Segmentation to know your customers

Personalisation to “treat different customers differently”

Best practice design to ensure emails are delivered as expected

© Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian CheetahMail.Confidential and proprietary.

Thank You

Steve LomaxManaging Director, EuropeExperian CheetahMail

See us on Stand 180

+44 (0) 1932 268 [email protected]

© experian cheetahmail 2007. all rights reserved. experian and the marks used herein are service...

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