3. Where does your prospect want to be?
●Be the best email marketers in their space!
● Increase Revenue and Average Order Value
● Increase brand awareness
● Grow email database with quality data
● Create a community of loyal customers that will respond to
engagement activity and boost the Company‟s digital reputation
4. Customer Life cycle
Instead of “batch and blast” emails, consider acting as a
customer advocate…time your communications to customers‟
needs.
www.emailvision.c
5. Relevancy – Life cycle
•Prospects
o Need encouragement to make first purchase
o Need education about product range
o Info about company and service
• Customers
o Need Thanking
o Support and Service plans for the purchase
o Recommendations for upsell and Crossell
o Options for loyalty schemes
6. Relevancy – Life cycle
• VIP Customers
o Need to be made to feel special
o Need customer loyalty discounts / offers
o Need highly personalised content
o Need options to provide feedback
o Need options to share with friends
•Disengagers
o Need „Comeback‟ discounts and promos.
o Need re-engagement programs to understand the
reasons for disengagement
o Need updates of new products and services
o Need to be energised to take part
o Need options
8. Customer Lifecycle
• Thank customers
• Welcome customers
• Cross-sell
• Upsell
• Grow your database
• In number of members
• In breadth
• Improve brand engagement
• Improve purchase cycle sales
• Re-activate
• Remind
• Alert
• Engage with other channels
www.emailvision.c
9. Lifecycle Programmes
Lifecycle Welcome Program - Dynamic content, engaging/selling
● Triggered thank you email
● A URL to the preference centre.
● Welcome to our brand email
● Relevant upsell / cross-sell
● Survey
● Recommend a friend
● Competition or incentive
● Thank you for purchasing email /
loyalty reward
How are things going?
● Viral competition
● Social Media
● Recommendations
● Survey
● More cool things to do
● Tips – adding value
www.emailvision.c
10. Welcome email- 5 reasons this was a good idea..
www.emailvision.c
15. Making Emails Relevant
For each factor, score your e-mail programmes as follows:
3 Uses factor extensively (more than half of programmes); application in sophisticated ways
2 Uses factor between one-quarter and one-half of programmes; degrees of sophistication
1 Uses factor on less than one-quarter of programmes, relatively unsophisticated
0 Does not use factor at all
Factor Weight Score Weighted Score
Segmentation 25% x x
Lifecycles 20% x x
Triggers 20% x x
Personalisation 15% x x
Interactivity 15% x x
Testing/Measurement 5% x x
TOTAL 100% x
16. Emailvision
Interactive emails facilitate
customer engagement and
response through links to
elements such as purchase
activity, communication,
entertainment, preference
centres, and surveys.
www.emailvision.com
17. Fundamentals
● Object is to elicit a (certain kind of) behaviour/interaction
● Increased engagement
● Key measurement of success
● Multimedia options
● Relevant communication increases likelihood of interaction
18. Examples of interactivity in email
● Call to action
● A call to action, or CTA, is a banner, button, or some type
of graphic or text meant to prompt a user to click it and
continue down a conversion funnel. It is an essential part
of permission marketing in that it actively strives to convert
a subscriber into a lead and later into a customer. The
main goal of a CTA is a click (or a scan in the case of a qr
code), and its success can be measured via a conversion
rate formula. Another way to test the effectiveness of a
CTA is using A/B testing where different content is
presented to a subscriber and the content with highest
success rate becomes the default.
19. Examples of interactivity in email
● Action links (Preference Centres, F2AF)
● Social sharing/recruitment
● User generated content
● Video in email
● Story telling
28. Video in email
SUBJECT LINE:
Video: Explore our new virtual tours and videos
Goal:
Drive higher
engagement with
email channel, secure
additional email
resources
Result:
100% higher CTR v.
campaign average
CTR
29. Video in email
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