last evolution of french practices by bruno florence

Facts and figures about email marketing Last evolution of french practices

for B2C trigger marketing

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Introduction

• Created in 1933, the National Union of Direct Communication (SNCD) can be compared to the US and UK DMA-Direct Marketing Association.

•As a union, it is devoted to defending and promoting multichannel direct marketing businesses.

•It represents all BtoB and BtoC digital and multichannel direct marketing businesses such as :

ESP, datamining, research and analytics, data processing and quality, targeting and personalization, CRM and e-CRM, offline and online mail businesses, acquisition and loyalty

techniques, emailing, social media, mobile media, broadcasting…•200 members

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Members of Signal Spam

Signal Spam is a non for profit organisation and a public/private partnership promoting a trustworthy network of actors united to fight Spam.

Somes facts and figures about email marketing in France

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Size of the ESP Market

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+5,4% / 2012

133 Billion emails

Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd

Size of the french Market 2013

+1,4% /2012

42 MillionInternet

Users

7Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd

Size of the french Market 2013

+1%/2012

8,4 Commercial

Emails per day

+0,64% / 2012

95 Million €Revenue

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2005 2006 2007 2008 2009 2010 2011 2012 20130

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2

3

4

5

6

7

8

9

0.431.21

2.01

4.88 5.32

7.167.88 8.3 8.4

Emails received/day

Average email marketing received per internet user

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Domain name % SpecificityOrange/wanadoo 30% ISPHotmail/Outlook.com 25% WebmailYahoo 12% WebmailGmail 10% WebmailFree 7% ISPSfr 7% ISPLaposte 3% WebmailOther 6%

Standard distribution for a french BtoC email list

50 % @ are under the US Webmail50 % @ are from the French ISP

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Classical Emailing Evolution

Sophistication

Automation

Personnalization

Segmentation

Broadcast

Behavioural email

Event Triggered Marketing

Focus on trigger marketing

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Focus on Trigger marketing

Inversion of the classical logic of email campaign

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Which target?

Which message ?

When to send ?

When to send ?

Which message ?

How personnali

zed ?

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5 Advantages

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Good deliverability

More profitable

BetterCTR

BetterOpen Rate

Reducevolume

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Find the best moment to communicate with your clients and prospects to increase revenue

The 5 essential Triggers are follows

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Usually generates the most revenue Birthday EmailAnniversary

The most profitable by email sentAbandoned

Basket

Tell your customer about your companyWelcome Pack

Choose the right inactive segmentRe-engage inactive

Customer/Subscriber

One of the most sophisticatedDeep Surf

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Following your visit, we selected some articles which could interest you

(30) Different strategies : •Best sale•Most view•Most evaluate•Best margin•Recent product•…

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What’s new in 2014 ?

The biggest email list in the world ?

Your targetAds FB on a specific target from your marketing List (Facebook Custom Audience)In 2014, direct connection between FBC Audience and your ESP.

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1,2 billions users in the world26 millions users (active ?) in France

Facebook !

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Email marketing course in Paris

“How to sell by emailing ?”

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1166@

821@

70 %

420 @

2 subs

48 €

1 666Openers

not clicker

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Web

Emai l

Social

Thank you, Danke Sehr, Merci !

bflorence@florenceconsultant.comSncd.orgPignonsurmail.com (slideshare)