Your Email Marketing campaigns have a goal: to bring ROI. To reach this goal, Relevance is key. And Relevance comes from Data. Let’s look at the way to connect this Data to your campaigns, in order to perform better.

1. DO IT BETTER, DO IT WITH DATA!
Email Summit 04/2017
Florent Diverchy, Omni-channel Marketing Consultant - Bisnode

2. WHY ARE YOU DOING
MARKETING CAMPAIGNS?

3. TO INCREASE THE
ADVERTISER ROI
WHY ?

4. ADVERTISER ROI
ROI = number of
CUSTOMERS
x years of
ACTIVITY
Average yearly
BASKET -
Marketing
COSTSx

5. ADVERTISER ROI
Earn more
Increase Increase Increase
ROI = number of
CUSTOMERS
x years of
ACTIVITY
Average yearly
BASKET -
Marketing
COSTSx

6. ADVERTISER ROI
Earn more
ROI = number of
CUSTOMERS
x years of
ACTIVITY
Average yearly
BASKET -
Marketing
COSTSx
Spend Less
Decrease

7. ADVERTISER ROI
Cost per Active Lead
Example: Client FMCG
16€
6€
4€
Marketing
COSTS
Spend Less
Decrease

8. ADVERTISER ROI
Email as a way to Spend Less

9. ADVERTISER ROI
Email as a way to Spend Less
(and yet still earning a lot)

10. THE CHALLENGE OF RELEVANCE
Do it better, do it with Data!

11. Openers
(25%)
Clickers
(6%)
AVERAGE CAMPAIGN RESULTS
Clients
Clients

12. Openers
(25%)
Clickers
(6%)
Clients Prospects
Openers
(15%)
Clickers
(2,25%)
Clients Prospects
AVERAGE CAMPAIGN RESULTS

13. Openers
(25%)
Clickers
(6%)
Clients Prospects
Openers
(15%)
Clickers
(1%)
Display
Clickers
(2,25%)
Clients Prospects Facebook
AVERAGE CAMPAIGN RESULTS

14. Global efficiency
between 1 and 6%
WE NEED TO DO BETTER
AVERAGE CAMPAIGN RESULTS

15. Global efficiency
between 1 and 6%
WE NEED TO DO BETTER
WE NEED RELEVANCE
AVERAGE CAMPAIGN RESULTS

16. 6% 10%
WITH RELEVANCE
Clients

17. 2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects

18. 1% 5%2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects Facebook

19. 1% 5%2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects Facebook
CPC/1.6 CPC/1.8 CPC/5

20. 1% 5%2,25% 4%6% 10%
WITH RELEVANCE
Clients Prospects Facebook
CPC/1.6 CPC/1.8 CPC/5
THANKS TO BEST PRACTICES
THAT INCREASE RELEVANCE

21. BEST PRACTICES: DATA
Do it better, do it with Data!

22. Digital
Data
Time
Campaign
start
Campaign
end
DATA USAGE IN

23. Digital
Data
Time
Campaign
start
Campaign
end
DATA USAGE IN
1
1. Targeting

24. Digital
Data
Time
Campaign
start
Campaign
end
DATA USAGE IN
1 2
2. Reporting
1. Targeting

25. Digital
Data
Time
Campaign
start
Campaign
end
DATA USAGE IN
1 23
2. Reporting
1. Targeting
3. Adaptation

26. Digital
Data
Time
Campaign
start
Campaign
end
DATA USAGE IN
1 2
2. Reporting
1. Targeting
3
3. Adaptation
4
4. Go / No-go

27. Digital
Data
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

28. Persona
Woman
60+
New client
Likes being warm
Clicks on Promos
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

29. Psychographic Persona
Likes to feel different
Finds your product elegant
Doesn’t want to look old
Follows recommendations
Likes the quality of your product
Wants to be comfortable
Woman
60+
New client
Likes being warm
Clicks on Promos
1. Targeting
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

30. Woman
1 kid
32 yo 0,823
0,712
0,413
-0,017
0,912
-0,231
0,221
-0,062
…
Business Intelligence Targeting
1. Targeting
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

31. Digital
Data
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

32. BENCHMARKING
15% Open
15% Click on Open
2,25% CTR
Prospection Emails
25% Open
25% Click on Open
5,63% CTR
Client Emails
1,00% CTR
0,10% Reshare
Facebook Ad
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

33. 15% Open
15% Click on Open
2,25% CTR
Prospection Emails
25% Open
25% Click on Open
5,63% CTR
Client Emails
1,00% CTR
0,10% Reshare
Facebook Ad
Men open more (17% vs 14%),
Women click more (17% vs 13%)
Age has a huge impact on Open Rate
Age has also an impact on Click Rate
18-29: 8,5%
30-49: 15,0%
50+: 22,5%
18-44: 11%
45+: 16%
NL open more than FR (17% vs 13%)
BENCHMARKING
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

34. Received
Opened
Clicked
Opted-In
Bought
Click
Digital
Data 2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

35. Digital
Data
Should I send a mail to make second-time buyers buy a third time?
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

36. 000 001
010
011
110
111
101100
85%
15%
62€61€
Bitmap Activity of the last 3 buying periods
Should I send a mail to make second-time buyers buy a third time?
Digital
Data
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

37. 000 001
010
011
110
111
101100
85%
15%
62€61€
Bitmap Activity of the last 3 buying periods
1. Too many emails
2. Too expensive
3. Sending Costs
Most Frequent Reasons
to Stop Purchasing
Should I send a mail to make second-time buyers buy a third time?
Digital
Data
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

38. 000 001
010
011
110
111
101100
85%
15%
62€61€
Bitmap Activity of the last 3 buying periods
1. Too many emails
2. Too expensive
3. Sending Costs
Most Frequent Reasons
to Stop Purchasing
Should I send a mail to make second-time buyers buy a third time?
Digital
Data
2. Reporting
1. Targeting
3. Adaptation
4. Go / No-go

39. DO
DO MEASURE MANAGE DATA INTERPRET
OPTIMIZE
Data is key for Strategy
Without
Data
With Data

40. Geographical
Family
Sociodemographics
Consumer data
Lifestyle
Intentions
Consumer Journey
Close Loop Data
Online Behavior
Social Behavior
Localisation DataPsychographic Data
WHICH TYPE OF DATA ?

41. Geographical
Family
Sociodemographics
Shopping data
Lifestyle
Intentions
Consumer Journey
Close Loop Data
Online Behavior
Social Behavior
Localisation DataPsychographic Data
Your CRM
Your Email Campaigner
Your Facebook Business Manager
By tagging your site
Via you registration form
WHICH TYPE OF DATA ?

42. BEST PRACTICES: OMNI-CHANNEL
Do it better, do it with Data!

43. AN OMNI-CHANNEL SETUP
Email
ClickNo Click
Remail
Open
Click
Good
Reactions
Open

44. Email
ClickNo Click
Remail
Open
Click
Good
Reactions
Open
AN OMNI-CHANNEL SETUP
Website
Visit
Banner Retargeting
Traditional Bannering
x3

45. Email
ClickNo Click
Remail
Open
Click
Good
Reactions
Open
AN OMNI-CHANNEL SETUP
Website
Visit
Banner Retargeting
Traditional Bannering
x3
Facebook
Custom
Audience
Custom
Audience
Look-a-like
Facebook Ads
Extra targeting
Traditional
Facebook Ads
x3
x18
Facebook Ads
Retargeting

46. PERMESSO
TURBO

47. CPC / 5
CPL / 2
1% 5%
Facebook

48. CROSS-CHANNEL

49. CROSS-CHANNEL

50. CROSS-CHANNEL

51. TAKE AWAY
Do it better, do it with data!

52. TAKE AWAY
Do it better, do it with data!
Focus on ROI

53. TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less

54. TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
Always be Relevant

55. TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
Always be Relevant
Use Data everywhere

56. TAKE AWAY
Do it better, do it with data!
Focus on ROI
Use Email to Spend Less
Always be Relevant
Use Data everywhere
Make your Channels work together

57. FLORENT DIVERCHY
Omni-channel Marketing Consultant
Florent.diverchy@bisnode.com
@thefrenchflo
THANKS FOR YOUR ATTENTION!
Email Summit
Let’s Connect
Questions?