how to rock your email marketing with the 6 steps of the email marketing maturity model
TRANSCRIPT
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How to reach maturity in Digital Marketing – from Newsletters to omni-channel customer experience
Julia Touzin, Marketing Consulting International25th May 2016
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1. Introduction2. La maturité en marketing digital3. Déliverabilité et contenu4. Personnalisation5. Trigger marketing6. Marketing Contextuel et Omnicanal
What we will cover?
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Customer
© 2016 Teradata
Challenge for marketeers: Doing more with same resources?
Digital Marketer
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Best Practices to increase Digital Maturity
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5Customer Experience
Data integration and usage
Planned campaigns
Trigger based
campaigns
Omni-channel
experience
Content personalizati
on
Context aware
engagements
Increase opt-ins
and data
© 2016 Teradata
Digital Marketing Maturity Matrix
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6Customer Experience
Data integration and usage
© 2016 Teradata
Regular Newsletter to Customers
Digital Marketing Maturity Matrix
Planned campaigns
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7Customer Experience
Data integration and usage
© 2016 Teradata
Regular Newsletter to Customers
Digital Marketing Maturity Matrix
Planned campaigns
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8 © 2016 Teradata
Sources : Google trends, Techtimes.com
Make sure the Email arrives at the inbox
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Pixel artText Tags + Tables
© 2016 Teradata
Engaging email content even without images
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© 2016 Teradata
Interactive content
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and
Source : Movable, chiffres USA
Content adapted to newest devices 68% of commercial emails have
been opened on a mobile device in 2015. Revenues generated on mobiles devices make over
25% of all email revenues email
30% of email generated orders in Q4 2015
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and
Source : Movable, chiffres USA
Content adapted to newest devices 68% of commercial emails have
been opened on a mobile device in 2015. Revenues generated on mobiles devices make over
25% of all email revenues email
30% of email generated orders in Q4 2015
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Matinale Digital Marketing – Paris, 17 mars 2016
Eyetracking – Simulate visual impact
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Which headline position performs better?
Which photo & inforace position performs better?
Which shop position performs better?
A/B testing Version A Version B
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2 2
3
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Performance of new navigation & social
button position
Performance of new headline &
personallization
Performance of new photo design
Performance of new inforace design
(animated)
Performance of new social module
Performance of new footer navigation
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© 2016 Teradata
Customer Experience
Data integration and usage
Collect contact data and individual information of target
audience
Digital Marketing Maturity Matrix
Planned campaigns
Increase opt-ins
and data
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© 2016 Teradata
Improve registration process
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• Objective: Build up direct relationship to target audience
• Gain their contact opt-in and additional data on preferences etc.
• Start regular communication to new contacts with relevant information
© 2016 Teradata
Increase the number of new contact addresses to start relevant direct communication
Barbour success case:• Barbour generated 49.700 new email
addresses from their target group and 450.000 clicks to its website in one month
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© 2016 Teradata
Customer Experience
Data integration and usage
Using customer profile information
to increase relevancy
Digital Marketing Maturity Matrix
Planned campaigns
Content personalizati
onIncrease opt-ins
and data
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© 2015 Teradata
Personalize content based on what you know about the individual
• Marriott wanted to do something that had a more personal touch for their loyalty program members
• Decided to use the data they have on their members for the “Year in Review” campaign
• "Even though there was no call-to-action to go and do any booking, I think we generated $2 million worth of revenue off the campaign“
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© 2016 Teradata
Customer Experience
Data integration and usage
Offers based on customer behaviour,
driving engagement
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaignsContent
personalizationIncrease opt-
ins and data
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Customer Lifecycle Stages are one good source for triggers
Source: Forrester, Customer Life Cycle
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1. Abandoned Shopping cart
2. Follow-up/ New product surfed / clicked
3. Cross-sell post-purchase
4. Category view / clicked + Follow-up
5. Welcome pack
6. Weekly News
Incremental revenue / Effort for set-up
Trigger £$€ Drivers Relationship building Triggers
1. Transactional Message
2. Stock alerts / price drop - Wish list
3. Message declared interests
4. Anniversary / Birthday
5. Re-activation
Triggers messages priority
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© 2016 Teradata
Intensify relationship around transaction / usage time of the product
▪Starts 15 weeks before travel date
▪6 messages sent
▪Open rate >40%▪Click rate: >30%
“80% of additional activities are now booked prior to the trip“
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© 2016 Teradata
Customer Experience
Data integration and usage
Taking into account current
behaviour and
context (e.g.
location, mood, click behaviour)
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaignsContent
personalization
Context aware
engagements
Increase opt-ins
and data
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© 2016 Teradata
Identifying individual context from data insights is key
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© 2016 Teradata
Take into account the „Moment“ of the user when opening the email
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© 2016 Teradata
Customer Experience
Data integration and usage
Consistency between all channels & messages across all
touchpoints, based on customer
profile and context
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaigns
Omni-channel
experience
Content personalizati
on
Context aware
engagements
Increase opt-ins
and data
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Permission
Welcome
Browse
Abandon
Cross-sell
Winback
Review
Channel Conversion
Alert
Repurchase
Customer service
Survey Dynamic offers
Recommendation
Transactional
Brand awarenes
s
Sign-on
Unknow to
known
Promotions
© 2016 Teradata
Choosing the best channel for each message
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© 2016 Teradata
Drive mobile app usage and engage mobile first users
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Get your customers signed up for digital communication through SMS from the offline store
© 2016 Teradata
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Retarget specific segments from your contact base on Facebook
© 2016 Teradata
Matched Targets
Email contact listYour Data Facebook
People you know on Facebook
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Multi-step and multi-channel approach to increase engagement of campaigns
Promotion
campaign
© 2016 Teradata
Inbox?
Open? Click?
Promotion
campaign
yes
no
Promotion
campaign
no
Re-targeting
no
Remainder after x days
yes
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Data integration and usage
© 2016 Teradata
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaigns
Omni-channel
experience
Content personalizati
on
Context aware
engagements
Increase opt-ins
and data
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© 2014 Teradata
Relevance
Personal
Individual experience
Automation
Data-driven
Profitable relationships
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© 2016 Teradata
What’s next?
Get inspired with 7 Creative Email Marketing Campaign Ideas
(free white paper)