1. Understanding Behavioural
Email and How it Can Improve
your Online Business
28 September 2011
Matthew Kelleher, Commercial Director, RedEye

2. Today’s Agenda
1. What is Behavioural Email?
2. How does it work and how do you deploy it?
3. How do you employ Behavioural Email ‘holistically’?
4. What are the benefits?
5. Can it provide you with competitive advantage?

3. What is Behavioural Email?
Behavioural Email is the application of behavioural data
to drive maximum relevancy in email marketing.
• Behavioural Data
• RFM and Historical Data
• Engagement Data
• Automation
• Dynamic Content
• Lifecycle Model

4. Diverging Strategies in Email

5. Email is Changing…
The Power of Email
• Cheap
• Automated
• Dynamic
• Data Rich
Two Strategies are Emerging
• A pre-engagement ‘newsletter’ strategies
• A post-engagement ‘conversion’ tool

6. How does it work and how do you
deploy it?

7. OR
Web ODP
Analytics B.I.
Data D/base
eCRM
Database
ESP

8. How do you employ Behavioural
Email ‘holistically’?

9. Maximise customer lifetime value by
targeting behaviour
Increased value with behavioural
lifecycle marketing
Profile
Re-engagement
Customer driven
Nursery
offers
lifetime Win back
value Welcome X-sell
Abandoned
basket
Traditional customer
lifecycle email marketing
Newsletters
Time
Acquire Convert Develop Retain Reactivate

10. How the combined strategies work
Engagement is the first
Engagement stage of any journey
Drop off communications Visitors
Browser programme Browsers
Brand reinforcement and Info Gathering
USPs
Competitor Positioning Comparing
Basket Abandonment Basket Abandon
Purchase

11. What are the Benefits?

12. Behavioural Search Criteria
Holiday specific search criteria will drive
the content and trigger

13. Can it provide you with
competitive advantage?

14. Over 100% Year on Year Increase in
Email Revenues
ROI of 2,399%, 103% growth in email
revenues compared to the same period 2009.
Evans Cycles achieved these results through,
amongst others, segmentation and life cycle
marketing strategies.
The email campaign plan segmented
messaging and creative content based on
individual preferences, engagement, online
browsing and behavioural data.
Email marketing content was relevant to
each individual user. The results included
open rates as high as 84.9% (generic
‘newsletter’ emails 16% - 25%) and click rates
of 40.5% (generic emails 3.8% - 5%).

15. Gaining Competitive Advantage

16. Gaining Competitive Advantage

17. Summary
Behavioural Email:-
• Is the highest relevance of any email
• Provides very high return on investment
• Requires:
• Automation
• Dynamic Content
• Behavioural and Engagement Data
• Customer/RFM Data
• Allows for the full automation of a Lifecycle Marketing Strategy

18. Contacts
Author: matthew.kelleher@redeye.com
For the US: brian.mcconnell@redeye.com)
For RedEye: www.redeye.com
For RedEye case studies: http://www.redeye.com/clients/case-
studies/