2. Everybody is reading email
145 billion emails sent per day
Retailers single most important form
of customer communication
34% of email users access their email
through their mobile device
@dotMailer @Magento #emailmarketing
3. Shopping Cart Traffic
SEM, 4.80%
Social
Link, 4.30% Media, 1.70%
Email
Search, 10.30%
Direct
Direct, 17.90%
Email, 56.80%
Search
SEM
Link
Social Media
@dotMailer @Magento #emailmarketing
4. What are the biggest email marketing challenges
you face in the next 2 years? – Forrester
57%
Integrating email with other channels
50%
Leveraging dynamic content
Leveraging segmentation
43%
Managing email frequency and cadence
38%
Increasing open and click-through rates
38%
@dotMailer @Magento #emailmarketing
5. 7 Ways You Can Benefit from a 360-degree view
1. Increase Upsell and Cross Sell Opportunity
2. Identify your most valuable customers
3. Higher customer retention
4. More targeted marketing content
5. Clearer targets for your marketing initiatives
6. Increased ROI on marketing campaigns
7. Detailed reporting
@dotMailer @Magento #emailmarketing
7. “Email marketers estimate 30% of
email revenue derives from
targeting to specific segments”
Intelligent Email Marketing that Drives Conversion, 2012
8. The advantages of segmenting your email lists
Increase sales and engagement
Relevant communications
Increases open and click through rates
Reduces unsubscribes
Increased ROI
Increased return on relationship
@dotMailer @Magento #emailmarketing
9. “61% of consumers say they feel better
about a company that delivers custom
content, they are also more likely to
buy from that company”
Forbes, 2013
10. Personalisation
vs
Dynamic content
Changes pre-created content in a
Uses values that already exist
in your database,
e.g. a contact’s
name, hometown, or birth
date
recipient’s email
campaign, based on database
rules
Uses blocks of HTML, not
elements from the database
Only 1 email needs to be
sent, that may render in dozens
of different ways
Creates a customised message for
each recipient of your email
campaign
@dotMailer @Magento #emailmarketing
11. “Triggered emails have 50%
higher open rates than non-
triggered emails”
KISSmetrics, 2013
12. Triggered Emails You Should Be Doing
Welcome email
Reorder or order reminder emails
Birthday or special occasion emails
Abandoned cart emails
Abandoned site browsing
@dotMailer @Magento #emailmarketing
13. Key Tips
Data is Key – Your campaign is only as good as your data
Don’t treat them all the same – Segmentation is key
Dynamic triggered emails – Automated, personalised and
revenue generating email campaigns
Design for mobile devices – When you are creating your email
messages, you need to design them for mobile devices
@dotMailer @Magento #emailmarketing
Every year I hear that something new means that email is dead. This just isn’t true.It is engrained in our social and work activities. Just imagine the chaos if your emails ever go down.
Not just traffic but shopping cart traffic – email drives conversions
Bottom two have been challenges in the last yearTop 3 are the new challenges but by integrating with other channels, such as ecommerce you can achieve the other 2.
360 degrees = integrated solutionThe amount of data that has to be combined can be overwhelming, technologies exist today that make this task significantly simpler than it was just a few years ago. You can now pull together huge databasesand create 360-degree profiles of every one of your customers, whether you have ten thousand customers or ten million customers! We live in the era of big data.
The three main ingredients to successful email marketing
Segmentation[quote]
When we talk about segmentation we talk about dicing and slicing your customersNot all customers are alike. What appeals to one may not interest another. It's important that you connect your customers' different interests and needs to your message. It's about relevance. Relevant emails are opened, irrelevant emails are unopened or deleted, resulting in a lost connection and a lost sale.
Personalisation:2 types. Personalisation and Dynamic content
Personalisation: using data we know within the email, e.g. nameDynamic content: actually changing the content of one email depending on what we know about the person.e.g. Odeon, E Consulatncy
Automation:
Marketers dream. Minimal effort, maximum reward…. Sales!Welcome – not just 1 but 2nd and 3rd. show politeness and appreciation for signing up. Also set expectations of what they will receive. Build trust And while you have their attention, collect some more of that all important data you need to drive your automation programme. Post purchase emails, thank you, survey, re-order, re-engagementBirthday – not just on the day but 7 days before… when they are happy and have money!Abandoned cartsAbanonded Site
Refer back to the fact all of this can be done with dotMailer
Clients we have seen some huge successes withEmail can account for up to 50% revenueEconsultancy – dyanmic content.
One critical piece to the puzzle is taking the rich data you have collected and translating it into targeted email campaigns and irrestible email content.
My main plan of action for next year was to build out a series of timelines for prospects (acquisition, obviously) and customers (cross-selling, services). The customer side will use the CIM to send targeting communications based on the customers purchase history, following the same flow as that a sales person would utilise in a bricks and mortar store. Sending a generic newsletter to everyone every week (as we do now) doesn’t really make sense, because the info you need as a customer is dependent on when you entered the brand (and what your skin concerns actually are). One simple example could be: Phase 1 – no sell, services-based, build trustPurchase 1x treatment product - data from Magento+ 1 day: How to use your new product (customer experience)+ 14 days: Helpful info on customer concern e.g. fine lines (customer experience and content)+ 30 days: How are you enjoying your new product? Hints and Tips (customer experience)+ 50 days: Time to replenish (push repeat purchase & autoship service – custom Magento field) Phase 2 – cross-selling+ 90 days: building a regime (cleanser, moisturiser cross-sell – dynamic data from Magento)+ 140 days: benefits of using a night treatment (night treatment cross-sell – dynamic data from Magento) We would then reduce the number of general newsletters we are sending to customers to only include special offers or new launches that are specific to them to keep the load down, but we can further segment the new launches to push different messaging depending on whether you already use Perricone or not. On the prospects side, it’s important to know when they have purchased so that we can move them from an acquisition timeline to the customer timeline
