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Next Level Email

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Presentation given at FS Forum 13/01/2015

Publié dans : Marketing
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Next Level Email

  1. 1. NEXT LEVEL EMAIL Nick Barthram Principal Digital Planner
  2. 2. email is…
  3. 3. email is… dying?
  4. 4. email is… all-powerful
  5. 5. THE ‘MUST HAVES’ Segmentation Testing Personalisation Optimisation 73% 31% 25% 22%BASIC ADVANCED Source: eConsultancy, various 26%
  6. 6. engagement integration
  7. 7. engagement integration
  8. 8. emotionally unsubscribed
  9. 9. FINANCE CUSTOMER JOURNEY Source: Think with Google, http://bit.ly/1wixA5p
  10. 10. FINANCE CUSTOMER JOURNEY: EMAIL Source: Think with Google, http://bit.ly/1wixA5p Hard- sell Disrupt Be useful (and sell)
  11. 11. Source: http://www.testdriveaudiicc.com/echo/
  12. 12. FINANCE CUSTOMER JOURNEY: EMAIL Source: Think with Google, http://bit.ly/1wixA5p Hard- sell Disrupt Be useful (and sell)
  13. 13. insider outsider information
  14. 14. engagement Sales should be a minority of your overall email strategy Start conversations with disruptive messages Be genuinely useful and take the message to people
  15. 15. engagement integration
  16. 16. TYPICAL LARGE FS ORGANISATION Brand Business unit #1 Business unit #2 Business unit #3 Business unit #4 Data Comms Strategy email direct mail press TV display
  17. 17. FINANCE CUSTOMER JOURNEY Source: Think with Google, http://bit.ly/1wixA5p
  18. 18. STEPS TO SYNCHRONICITY 1. Synchronise all email deployment 2. Synchronise all channel deployment 3. Think and work with ‘customer journeys’ not channels 4. Build behaviour into your journeys (triggered comms) Analyseandtest
  19. 19. WHERE DO YOU SIT? 25% 35% 16% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% Channels isolated Try to integrate messages but poor data intergation curbs our effort Integrate but do not take into account customer context Integrate customer data and contextual data Source: The Road To Cross-Channel Maturiy, Forrester
  20. 20. data creates connections
  21. 21. BARRIERS TO DATA INTEGRATION 0% 10% 20% 30% 40% 50% Limited availability of necessary budget Outmoded and/or inappropriate internal… Poor understanding "data-driven marketing… Insufficient talent/staffinf to drive initiatives Limited availability/addressability of… General economics conditions in our… Legacy importance of mass media channels Resistance from company… Regulatory barriers Cultural barriers Limited availability /usefulness of… Nothing Not at all sure Source: The Global Review of Data-Driven Marketing and Advertising, October 2014 - Global DMA
  22. 22. DON’T JUST TAKE MY WORD FOR IT Top marketing priorities for 2015: 1. Creating campaigns based on deeper understanding of audiences 2. Cross-channel digital marketing 3. Better integrating our online and offline marketing efforts 4. Better integrating our digital marketing disciplines 5. Investing in more sophisticated technology to gain and act on insights about our customers Source: http://bit.ly/1GUUCkq
  23. 23. audit your current data
  24. 24. integration Cultivate ‘customer journey’ logistics as well as thinking Use data to join up and drive your marketing …kick-off with email and a data audit
  25. 25. THE ‘MUST HAVES’ Segmentation Testing Personalisation Optimisation Engagement Integration
  26. 26. Want to discuss email / data / anything? nbarthram@brayleino.co.uk @plan_nerd

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