ecircle optimise email marketing

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How to Optimise your Email Marketing Strategy in 2009 Technology for Marketing & Advertising, 25/02/2009

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Ecircle Optimise Email Marketing

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  • 1. How to Optimise your Email Marketing Strategy in 2009 Technology for Marketing & Advertising, 25/02/2009

2. Your Presenter Simon Bowker Managing Director eCircle UK 10 Years in Online Marketing 7 Years in Email MarketingeCircle 2 3. Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 3 4. Introduction to eCircle 30.0 Full solutions for email marketing 28m Euros Turnover in 2008 200+ staff 25.0 97%+ Client retention rate Client services led approach Strong growth predicted 2009 20.0 European Market-leading Company 15.0 Client:Support ratio of 1:4 Staff 10.0 200 + Employees across 4 offices 5.0 (Munich, London, Paris, Milan) 0.019992001 2003 20052007 56 UK staff based in Clerkenwell Client retention rate of 97% (2008) 2billion+ emails Broadcast p.Q eCircle 4 5. Clients using eC-messengerMediaTravelRetailAutomotiveFMCGAssociationsInsuranceFinance Fashion/ LifestyleeCircle 5 6. Agenda Introduction to eCircle Applying principles of marketing to email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 6 7. Email Marketing covers all major marketing objectives Marketing ObjectiveOnline Marketing ToolA Drive relevant traffic to website Email MarketingSearch Engine Marketing (campaigns, newsletters) (e.g. Keywords, Ranking) B Win new customers / sales A BC DABROI C Strengthen customer loyaltyClassicAffiliate MarketingOnline Advertising (e.g. Banner, Pop-Up) ABA D D Increase branding / image 8. Using Principles of Retention Marketing in your email strategy 1. Value for Money2. Quality of Products3. Convenience Relevance!!! 4. Trustworthiness5. Compelling Products eCircle 8 9. Recipients say your emails arent relevantWhen asked why recipients stoppedsubscribing to opt-in emails, morethan half said the content was nolonger relevant, and 40% said theywere getting too many offers. - Forrester Research eCircle 9 10. How do you make your emails more relevant? Highest SpendersMost Valuable Customers Most Frequent Spenders Most Engaged ProspectsMost Growable Customers Newest Customers Highest ClickersMost Responsive Customers Most Frequent Openers Lapsed PurchasersMost Vulnerable Customers Dormant RecipientseCircle 10 11. Unfortunately, many marketers still dont use all tools at their disposaleCircle 11 12. Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 12 13. 3 key ways to approach targeting 12 3Profile / Demographics Behavioural DataCustomer Lifecycle Gender Email response data Customer vs Prospect Age Purchase history Stage of Customer Journey Region Browsing history Other ChannelsChoose 1 approach as a start point, but ultimately all 3 should be considered eCircle 13 14. Samsungpersonaliseemailswithhandsettoincreaseclickrates Emailspersonalisedtoshowrecipientshandset Deeplinkstakeuserstohandsetspecificcontent Clickratesincreasesby64%overnight1 Profile / DemographicseCircle 14 15. Cineworld Time and Place emails dynamically display local cinema listings I told them my nearest Cinema was WandsworthFilm details and times merged dynamically via RSS 1 Profile / DemographicseCircle 15 16. MBNA tailor service emails to customers brand of credit card Approx. 75 branded Cards Automated statement announcement emails each month Significant increase in traffic when branded email launched 1 Profile / DemographicseCircle 16 17. Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 17 18. Using the data from your email responses to create recency segments Open and Click data can be fed back into your customer profiles Segments can be created based on Recency Test performance of campaigns against each of these segments2Behavioural Data eCircle 18 19. Include average spend to take to the next levelRetention! UntappedRetention!Customer Value potentialRetention!Data Missed capture opportunities Email Engagement 2 Behavioural DataeCircle 19 20. Grattan use email and purchase data to identify VIP segment VIP Mailing sent to highest value segment Average performance 5 times higher than regularnewsletter Objective, to retain best customers and developrepeat purchasers, clearly met2Behavioural Data eCircle 20 21. Excluding dormant segments can have a big impact on profits Month December 2008 February 2009 (so far) Number of Campaigns 9 5 Total Sent Emails 1.4m0.5m Av. Open Rate 6.84% 13.10% Av. Click Rate33.56%28.26% Total Turnover39K33K Net Profit17.5K22.9K ROI 3.60 16.152Behavioural Data eCircle 21 22. Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 22 23. Map your email programs to your typical customer journeyLifecycle StageEmail ProgramOfferObjective 1. New Visitor Nursery programCompetitionSubmit more data, encouragefirst purchase 2. Returning Visitor Prospect newsletterRelevant productsEncourage first purchase,maintain engagement 3. Regular Visitor Cross-sell mailing Other products Broaden horizons4. One or more Purchases First purchase loyalty Discount voucher Encourage repeat purchase,maintain engagement 5. One-off purchase3 month teaser Discount voucher Re-engage 6. Regular purchases VIP mailingBest offers, exclusive deals Maintain loyalty 7. Lapsed / DormantReactivation program Discount voucher Re-engage / exclude 3Customer Lifecycle eCircle 23 24. Grattan target new customers separately through welcome programObjective:Encourage repeat purchase Offer:10% off next purchase Method:Automated email based transaction data data feed Results:Big uplift in repeat purchasers3Customer Lifecycle eCircle 24 25. Freemans target customers who dont empty their basket Reminder email sent to customers after 24 hours Feed from web analytics system Email triggered daily from email platform Why no discount??3 Customer LifecycleeCircle 25 26. Kaleidoscope use a sequence of Happy Birthday messagesEmail 11 week before birthday Email 2On the actual day 3 Customer LifecycleeCircle 26 27. Agenda Introduction to eCircle Applying principles of marketing to email 3 Key ways to approach segmentation Profile Based Segmentation Behavioural Targetting Customer Lifecycle Marketing Case Study: Argos Summary eCircle 27 28. Step 1 Integration of systems brings all relevant data togetherIntegration of the 4 main systems enables a single view of all customer activity Omniture Argos.co.uk eCircle Unique 4 party integration between: This seamless flow of data provides actionable insight into: Omniture: Web Analytics data Order frequency/recency/value eCircle:Email performance data Registrations Argos:Customer Data Email engagement Planning Inc: Single Customer View Browser dataeCircle 28 29. Step2 Enhancenewsletterperformancethroughdynamiccontent11%upliftinCTR Dynamiccontentratesvsnon Objective: To increase traffic and revenue through targeted content within the30%upliftin newsletter and sale emailsHeroesconversionvsgeneric headers Method: Utilisation of purchase and Spendperrecipient demographic data to personalise Behavioural doublesfortargeted email content customers Results: Across the board improvements on23%&35%upliftin all key metrics Personalisation opensandclickseCircle 29 30. DynamicContentgivesdramaticuplifttoresults 11) Offering dynamic heroDynamic content: products. 11% up-lift in CTR rates Vs non.2) Ability to tailor specific deals/offers to different Hero products:2customer segments using 30% up-lift in conversion Vs the side bar section of the generic email headers. email or to create bespoke themed areas, i.e. Must have boys toys etc. 33) Section to promote main business tacticals4 4) Dynamic banners. 31. Step 3 - Product reviews driven by dynamic product emails2 1Target:To generate 209,000 reviews over 63months Results:After only 4 months a staggering204,000 reviews submittedtranslating to 17,500 productsreviewed on Argos websiteOpen rates: Over 30% Click-through rates:Over 42%4 Average review conversion across all categories 39.7%eCircle 31 32. The next step - Ask and AnswerQuestion askedQuestioner emailed to alert them that question answeredQuestion answeredeither by public or experteCircle 32 33. Thank you for your time. Any Questions? UK eCircle 5-9 Hatton WallLondon EC1N 8HXde / at / chfrit Nymphenburger Str. 86 2, Cit Paradis Via San Gregorio, 40 T: +44 (0)20 7618 420080636 Mnchen 75010 Paris 20124 Milano [email protected]: +49 (0)89 120 09-600 T: +33 (0)1 53 80 48 00 T: +39 02 30 87 620eCircle 33