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Eight Ways to Deliver Relevance with Email Marketing

A presentation from the Digital Summit Phoenix in February 2019. Eight email campaign types (not including newsletters) that email marketers can utilize to deliver relevance to their audiences.

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Eight Ways to Deliver Relevance with Email Marketing

  1. 1. Eight Ways to Deliver Relevance with Email Marketing
  2. 2. BEYONDTHE NEWSLETTER
  3. 3. of email marketers send the same message to their entire audience.53% Source: SmartInsights and Getresponse (2018) “Email Marketing and Marketing automation Excellence 2018”
  4. 4. CLICK RATES BYMESSAGETYPE (2018) TRIGGERED AUTORESPONSE NEWSLETTER RSS 0% 3% 6% 9% 12% 4.32% 3.48% 6.56% 10.75% Source: GetResponse (2018) 2 Billion Email Benchmark Study
  5. 5. MARKETING’S HUMBLE BRAG Super Nintendo, Sega Genesis When I was dead broke, man, I couldn't picture this 50-inch screen, money-green leather sofa Got two rides, a limousine with a chauffeur
  6. 6. “I always take my timing from the audience because they are half my act.” - Rita Rudner
  7. 7. LOYALTYACTIONINTERESTAWARENESS TIMELYANNOUNCEMENTS INTRODUCTIONS TESTING & SEGMENTATION EDUCATION & ONBOARDING CONFIRMATION CUSTOMER SERVICE FEEDBACK WIN BACK CROSS-SELL CONFIRMATION EDUCATION & ONBOARDING
  8. 8. QUICKTECHNOLOGYCAVEAT
  9. 9. TIMELYANNOUNCEMENTS WHAT WHEN ENVIRONMENTAL CHANGES BRAND DEVELOPMENTS “We couldn’t let another minute pass without telling you.”
  10. 10. “Live now. Now is the most precious time. Now will never come again.” - Captain Jean-Luc Picard Starship USS Enterprise
  11. 11. WEATHERAPI INTEGRATIONS
  12. 12. INTRODUCTIONS WHAT WHEN WELCOME MESSAGES LEAD GENERATION “Here’s to the start of a beautiful friendship.”
  13. 13. SPAM PLACEMENT RATE WELCOME WIN BACK NEWSLETTERS PROMOTIONAL POST PURCHASE 0% 5% 10% 15% 20% 2% 9% 11% 12% 16% Source: ReturnPath (2018) B2C Email Performance Benchmarks
  14. 14. “THIS IS NOT SPAM”ACTIONS WELCOME WIN BACK NEWSLETTERS PROMOTIONAL POST PURCHASE 0% 5% 10% 15% 20% 1% 3% 2% 4% 6% 2% 9% 11% 12% 16% SPAM RATE "THIS IS NOT SPAM"Source: ReturnPath (2018) B2C Email Performance Benchmarks
  15. 15. SENDERSCORE BLACK LISTS
  16. 16. TESTING & SEGMENTATION WHAT WHEN PROGRESSIVE PROFILING CONTACT TRANSITION RE-ENGAGEMENT “Help me help you. What would be best for you?”
  17. 17. “Hey [your brand here]. If your emails live to be a hundred, I hope I live to be a hundred minus one day so I never have to live without them.” - Not One Damn Recipient
  18. 18. WELCOME! YOU MIGHT LIKE: MOREABOUT SPECIAL OFFER ACT NOW PROGRESSIVE PROFILING
  19. 19. SEGMENT BYINTEREST SUBSCRIBE WHAT DOYOU LOVE?
  20. 20. SELF SEGMENTATION OPEN RATE: 78% CLICK RATE: 74% OPEN RATE: 81% CLICK RATE: 77%
  21. 21. EDUCATION & ONBOARDING WHAT WHEN FIRSTTOUCH / WELCOME PROGRESSIVE PROFILING CONTACT TRANSITION “Soon.You’ll be an expert very soon.”
  22. 22. Source: Google (September 2017) “Successful Businesses”- Marketing and Measurement executives at NorthAmerican companies with over $250M in revenues. of successful businesses say it is critical to anticipate customer needs and provide assistive experiences.89%
  23. 23. CONFIRMATION WHAT WHEN EVENTS &SPECIAL INVITES CONTENT DELIVERY “You’re in. See you then.” “You asked for stuff. Here it is.”
  24. 24. CONTENT DISTRIBUTION FORMATS EMAIL SOCIAL MEDIA BLOGS IN-PERSON EVENTS VIRTUAL EVENTS 0% 25% 50% 75% 100% 55% 56% 79% 92% 93% Source: Content Marketing Institute (2018) “B2B Content Marketing: 2018 Benchmarks, Budgets &Trends - NorthAmerica)
  25. 25. “We want to be better at email. What do we do?” - People who actually need to be better at content
  26. 26. CUSTOMER SERVICE FEEDBACK WHAT WHEN NEWCUSTOMER RECENT CUSTOMER LOYAL CUSTOMER “So…? How did you like it?”
  27. 27. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND US TO A FRIEND OR COLLEAGUE? 0 1 2 3 4 5 6 7 8 9 10
  28. 28. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND US TO A FRIEND OR COLLEAGUE? CUSTOMERSERVICE@
  29. 29. FLIGHTTICKET PURCHASE ONLINE TICKET PURCHASE 0 3 “WHAT TO EXPECT” DIRECTIONS PHOTOS “READYFORTAKEOFF?” VIDEO(S) SHARE LINKS X “TRUE OR FALSE: THAT WASAMAZING” REVIEWLINK X = ONE DAYAFTER FLIGHT DATE
  30. 30. WIN BACK WHAT WHEN RE-ENGAGEMENT“It’s been a while. Are we still cool?”
  31. 31. 1¢ PER VALID EMAIL
  32. 32. CROSS-SELL WHAT WHEN RECENT CUSTOMER LOYAL CUSTOMER “We know you’re going to love this.”
  33. 33. MAKE MODEL YEAR PART / PRODUCT RECENCY SEGMENTATION REQUIRED
  34. 34. LOYALTYACTIONINTERESTAWARENESS TIMELYANNOUNCEMENTS INTRODUCTIONS TESTING & SEGMENTATION EDUCATION & ONBOARDING CONFIRMATION CUSTOMER SERVICE FEEDBACK WIN BACK CROSS-SELL CONFIRMATION EDUCATION & ONBOARDING
  35. 35. “Your scientists were so preoccupied with whether they could that they didn’t stop to think if they should.” - Dr. Ian Malcolm (played by Mr. Jeff Golfblum)
  36. 36. AUTOMATED EMAIL COOL…..cool, cool, cool. BUT HOW?
  37. 37. QUESTIONS, CONTENT & TRIGGERS CUSTOMER SERVICE SEARCH LEXICON FIRST-PERSON INTERVIEWS SITE/APPANALYTICS TIP SHEETS &GUIDES VIDEO RESOURCES EVENTS EXCLUSIVEACCESS SUBSCRIPTION ENVIRONMENTAL CONTACT STATUS ACTIVITYBASED
  38. 38. QUESTIONS, CONTENT & TRIGGERS
  39. 39. CATALYST PASSIVE EXPLORATION ACTIVE EXPLORATION DECIDING EXPERIENCING CUSTOMER JOURNEY
  40. 40. CATALYST PASSIVE EXPLORATION ACTIVE EXPLORATION DECIDING EXPERIENCING EVERYQUESTION & HURDLE
  41. 41. CATALYST PASSIVE EXPLORATION ACTIVE EXPLORATION DECIDING EXPERIENCING ANSWER WITH CONTENT
  42. 42. CATALYST PASSIVE EXPLORATION ACTIVE EXPLORATION DECIDING EXPERIENCING DATACOLLECTION TRIGGERS
  43. 43. CATALYST PASSIVE EXPLORATION ACTIVE EXPLORATION DECIDING EXPERIENCING WORKFLOWS EMERGE
  44. 44. CREATINGAN EMAILAUTOMATION PROGRAM Get to know the customer first.Ask, anticipate, and assist. Gather data responsibly. Create a system to collect data easily. Pick your tools.Assign ownership/stewardship. Take baby steps at first.Then get maniacal.Test your mettle. Measure everything.Test what you can. Report the essentials. NOWYOUTRY
  45. 45. chris sietsema 480.570.1636 hello@teachtofishdigital.com @sietsema in/sietsema

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