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1
Relevancy
Trust
3
Model the
message sequence
Model the customer
4
Adestra Customer Success Program
Email
Marketing
Appraisal
Set Goals
Make a Plan
Get To Work
Meet
Goals!
Page 6
How?
• Identify gaps
• Revenue-driving
opportunities
• Define objectives
• KPIs
• Identify enablers
• Prioritisation
exercise
• Develop timeline
• Regular review
meetings
• Assess performance
against objectives
• Tackle challenges
• Re-prioritise
7
Adestra 8 Marketing Success Pillars
8
Customer Success
• Understand business goals
• Identify key areas of focus for the
business
• Develop a ‘Success Plan/Strategy’
9
Working together to drive success
Customer Success- why create a strategy?
• A strategy provides a clear and targeted plan of focus to achieve business
objectives and goals.
• Without a strategy, you’ll be shooting into the dark where you’ll be unable to
achieve your marketing goals.
• Every business is different and so are the subscribers in what they expect
to receive from that brand.
10
3 areas to developing an email strategy
Customer Focus
• Focus more on providing value to email recipients.
• Creating an email strategy that mixes the various types of email campaigns such as
competitions, birthday, product reviews, dormant buyers/subscribers, cross & upsell
Personalised
• Buying behaviour
• Online behaviour – website, social media
• In store behaviour
• Email engagement behaviour
Mapping a customers journey
• identify the various touch points that email marketing can enhance in their
experience with the brand
11
12
Your database
Your contextYour content
Insufficient
context
Insufficient
content
Sweet
spot
Call To Actions
13
o Design.
o Wording.
o Placement.
o Test it.
Generating Results for the Individual from your Email Strategy
Segmentation
15
o Behaviour (engagement with email, links clicked)
o Demographics
o Purchase history
o Data source
o Persona
o Preferences
o Interests
o Attitudes
16
Content
17
o Use images.
o Be concise.
o Include a clear CTA.
o Be interactive.
18
19
Design
20
o Content Hierarchy.
o User Journey.
o What’s in it for me?
21
22

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Generating Results for the Individual from your Email Strategy

  • 1. 1
  • 4. 4
  • 5. Adestra Customer Success Program Email Marketing Appraisal Set Goals Make a Plan Get To Work Meet Goals!
  • 6. Page 6 How? • Identify gaps • Revenue-driving opportunities • Define objectives • KPIs • Identify enablers • Prioritisation exercise • Develop timeline • Regular review meetings • Assess performance against objectives • Tackle challenges • Re-prioritise
  • 7. 7
  • 8. Adestra 8 Marketing Success Pillars 8
  • 9. Customer Success • Understand business goals • Identify key areas of focus for the business • Develop a ‘Success Plan/Strategy’ 9 Working together to drive success
  • 10. Customer Success- why create a strategy? • A strategy provides a clear and targeted plan of focus to achieve business objectives and goals. • Without a strategy, you’ll be shooting into the dark where you’ll be unable to achieve your marketing goals. • Every business is different and so are the subscribers in what they expect to receive from that brand. 10
  • 11. 3 areas to developing an email strategy Customer Focus • Focus more on providing value to email recipients. • Creating an email strategy that mixes the various types of email campaigns such as competitions, birthday, product reviews, dormant buyers/subscribers, cross & upsell Personalised • Buying behaviour • Online behaviour – website, social media • In store behaviour • Email engagement behaviour Mapping a customers journey • identify the various touch points that email marketing can enhance in their experience with the brand 11
  • 12. 12 Your database Your contextYour content Insufficient context Insufficient content Sweet spot
  • 13. Call To Actions 13 o Design. o Wording. o Placement. o Test it.
  • 15. Segmentation 15 o Behaviour (engagement with email, links clicked) o Demographics o Purchase history o Data source o Persona o Preferences o Interests o Attitudes
  • 16. 16
  • 17. Content 17 o Use images. o Be concise. o Include a clear CTA. o Be interactive.
  • 18. 18
  • 19. 19
  • 20. Design 20 o Content Hierarchy. o User Journey. o What’s in it for me?
  • 21. 21
  • 22. 22

Notes de l'éditeur

  1. How to start the partner journey from the first conversation Customer success is not just my job, it is what makes us different – it is the essence of support and service to our clients Help shifting mindset- from first interaction – to think about in a discovery world and ask the right questions at the right time FPM is what we are covering today in everything we look at. Pillars are the way in which we bring all this together
  2. Context: Our context shapes the content which we want to read and how we purchase People are the sum of the experiences they have with your company across devices and across channels The sweet spot is looking at how to connect with your customers- understand where they are, how to meet them there and then how to go beyond. Knowing your subscribers will help you to improve your subscribers engagement by delivering more relevant communications more efficiently. Configure an email to display an image depending what on context it is opened in Contextual targeting can be set according to device type, location, weather, language or time
  3. 91% or companies and 87% of agencies uses CTOR to measure success of their email marketing activities (2017 Email Marketing Census - eConsultancy). Therefore, whether you want your subscribers to make a purchase, download a white paper, go to your website, renew their subscription…the CTA is key. The CTA is intended to encourage your subscribers to convert. Thence, it is important to create a CTA that will grab your subscribers’ attention. Design: the size and the colour of the CTA can help it stand out on the email. Wording: figure out where are people in the buying process to determine the CTA. Placement: people generally read your email in an ‘F’ shape on a desktop and an capital ‘I’ shape when reading on a mobile device. Keep this in mind when placing your CTA’s. Test it: Optimizing your email marketing activity is key to driving great results. Testing will help you to learn more about your audience, and help you to improve your CTA performance.
  4. Your customers are at different stages of the buying cycle, so they will only respond to relevant information that aids them in their particular stage. You should apply this to all your segments, from those who have just signed up to a newsletter, right down to those who have items in their basket ready to buy. Segmentation is key to deliver the necessary information that will help you to send those targeted email campaigns. To create those segments you need data, that can be capture (in case you don’t have it already) through preference centres. You don’t necessarily need a huge arsenal of data to be able to segment, but the more information you have, the better and more efficient your groupings can be.
  5. http://content.adestra.com/hubfs/Case_studies/Sleep.pdf The Partnership • Established – October 2006. • Shared Goal – To drive engagement, and ultimately attendance, at UBM’s dynamic and digitally enriched B2B events. • Value – Features that are innovative and allow them to work efficiently incl. automation, conditional content and editing tools. Data acquisition and cleansing functionality incl. custom scripts to integrate systems and their data. Training for their huge number of users and additional support (when needed) in the shape of managed broadcasts. Impact 119% higher engagement • Project to improve visitor engagement and conversion by automating the pre-registration journey for Sleep. • Upon completing the pre-registration, visitors were entered into a segmented program, providing key event details about Sleep. • Segments - VIPs, regular visitors and those registered by a colleague. • Testing and content optimisation applied. • Increased engagement (119% higher open rates) and conversion target hit (47.2%); overall Sleep visitor number grew by 9%.
  6. With hardly any time to read emails, people are going to scan your email fast, especially on mobile, highlighting the importance of the content of your email. Images: choose an eye-catching image that supports your message and it’s in line with the landing page linked to the image or CTA button. Be concise: keep your email clear and concise to ensure that your emails are easy to read and take an action, and bring your community to live. Use the right balance between text and images. Include a clear CTA button: make it easy for your subscribers to convert. Be interactive: use GIF, provide real time animated information (such as maps, weather…)
  7. With hardly any time to read emails, people are going to scan your email fast, especially on mobile, highlighting the importance of the content of your email. Images: choose an eye-catching image that supports your message and it’s in line with the landing page linked to the image or CTA button. Be concise: keep your email clear and concise to ensure that your emails are easy to read and take an action, and bring your community to live. Use the right balance between text and images. Include a clear CTA button: make it easy for your subscribers to convert. Be interactive: use GIF, provide real time animated information (such as maps, weather…)
  8. To start with, it’s about creating some consistency between your different touchpoints. That doesn’t mean you should try to bring everything from your homepage into your email. We worked with Blue Cross earlier this year to help them with their email creation – both from an efficiency and a design point of view. The existing templates they were using were quite old and no longer reflected their website. They also only had a limited number of layout options which led them to sending very similar looking emails for every campaign. So the challenge for us was working on how they could use a single template to create lots of different styles of campaign with very different actions for the user at different stages of their user journey. So when they do click through from any email, what they are taken to feels like just another piece of the same puzzle.