Email For Retail (AIMIA Victoria)

AGENTS OF CHANGE
Living and loving the communication revolution.

Retail
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Strategies
Rhys Hayes
Wednesday, 24 February 2010

Email marketing: Origins and Evolution

WalMart Catalogue WalMart eDM


Hi Rhys,


Creating an email marketing plan

Step 1: What is the role of email marketing for our retail business
- Online sales driver?
- Web-to-store sales driver?
- Hybrid?

Step 2: What do our customers want?
- online purchase behaviour/intent
- Role of email in our customers life

Step 3: Develop an email communications plan to compliment customer and business needs

Step 4: Designing and developing eDM templates

Step 4: Getting the Technology Right

Step 5: Implement, measure and optimise


Communications Plan


Communication Plan
COMMUNICATION VOLUMES
Customer Type A Customer Type B Customer Type C
Early Engagement 1 1 1
Viral Marketing 2 4 6
Transactional 5 3 7
Dynamic Content 12 12 12
Trigger Messages 4 4 8
Lifecycle 3 2 2
Re marketing 0 1 1


Communication Plan
COMMUNICATION VOLUMES
Customer Type A Customer Type B Customer Type C
Early Engagement 1 1 1
Viral Marketing 2 4 6
Transactional 5 3 7
Dynamic Content 12 12 12
Trigger Messages 4 4 8
Lifecycle 3 2 2
Re marketing 0 1 1

Persona Profiling

Customer Type: B
Estimated transaction frequency: 4 purchases per year
Estimated interaction frequency: 45%

Month Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Comms 3 1 1 4 3 1 1 1 3 2 3 4


Early Engagement 1(of 8)
Welcome and Engage

Purpose
When a customers joins/subscribes to a
mailing list, the first communication they
receive is critical to ensuring ongoing
engagement.

Objectives
- Communicate value proposition
- Provide a unique or special offer
- Re-explain what the customer has
opted in for


Viral Marketing 2(of 8)
Dedicated offers and incentives

Purpose
When customers sign up to receive
communications from business, they are
signing up to your brand. Highly engaged
customers are receptive to special offers
that can drive incremental sales and
CRM registrations.

Objectives
- Communicate key brand messages
through creative execution
- Drive incremental sales
- Drive friend-get-friend CRM registration


Transactional 3(of 8)
Leveraging the highest open rate communication

Purpose
Transactional emails, those confirming a
transaction has occurred have some of
the highest open rates of any form of
email, making them a critical par of the
eDM marketing mix.

Objectives
- Provide opportunity to up-sell on
similar/complimentary product lines


Dynamic Content 4(of 8)
Personalise content based on consumer behaviour

Purpose
When integrated with web based
analytics tools, email content can be
personalised to recipients based on the
browsing habits

Objectives
- Provide contextually relevant offers
- Target high value customers with high
value propositions


Triggered Messaging 5(of 8)
Respond on profile and action data

Purpose
When a consumer completes an action,
or an event occurs (based on the
customers profile data) send
personalised messages reponding to that
action.

Objectives
- Create deeper, more personalised
relationships with customers
- Send targeted special offers based on
customer profile information
- Respond directly to customer actions


Lifecycle Programs 6(of 8)
Convenience can drive retention

Purpose
Create trigger based email based on
product and event lifecycles.

Objectives
- Provide convenient reminders to
customers based on their profile
information
- Increase customer retention rates by
engaging them only when they need to
consider re-purchase
- Create more targeted campaigns


Reactivate 7(of 8)
Don’t wash them away without trying first....

Purpose
When a consumer has not interacted
(click through or conversion) with a
communication for a set period of time, a
specific communication may be sent to
encourage them to re-engage with the
brand.

Objectives
- Re-engage customers who have not
actively responded to offers
- Reduce database churn


Remarketing 8(of 8)
Abandoned task communications

Purpose
When a consumer terminates a session,
the data collected in that session may
demonstrate a partially completed task.
When this task is linked to conversion
metrics there may be an opportunity to
‘remarket’ with a view to encouraging
task completion.

Objectives
- Increase task completion rates
- Re-engage customers who terminate
specific tasks
- Increase sales/ROI by analysing,
targetting and re-engaging conversion
funnel drop outs


Designing eDM Templates


‘From’ and ‘Subject Line’


Above the fold


On Mobile Devices


Calls to Action

] Standard header with custom campaign hero tile

] Hero products, targeted based on campaign
- Each links to the contextually relevant product area within the website

] Catalogue call to action

] Standard footer with deep linking


Integrating the Right
Technology


Selecting the Right Vendor

Enterprise ESP’s

Load and Blast/DIY Solutions


Selecting the Right Vendor

✓ Strategic Guidance to advance program sophistication
✓ Programmed Repeatability
✓ Analytics Capabilities
✓ Technical Integration capabilities
✓ Social and Mobile Integration
✓ Market presence
✓ Modular service offering - what else can I plug in?


Implement,
Measure and
Optimise


Once a campaign has been implemented, there are three questions to ask:

1. 1. Did it get the response we wanted?
2. 2. If not,why not?
3. 3. What trend data is evident?


Measuring Performance

➡ Objective performance measures

➡ Diagnostic measures

➡ Intra-campaign measurement tools

➡ Post campaign evaluation tools


Email For Retail (AIMIA Victoria)

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