3. slide 3marcus.nyman marcusnyman EMV_Scandinavia
Din guide i e-postdjungeln
Marcus Nyman
Hemlig talang: Kan cykla
enhjuling
Har arbetat med e-
postmarknadsföring sedan
2002
Leder Emailvision* i Norden
Älskar testning, och sina barn**
* Emailvision - i inkorgen sedan 1999
470 anställda i Paris, London, Hamburg, New York,
Bryssel, Amsterdam, Barcelona, Milano, Shanghai, Sao
Paolo, Malmö, Stockholm, Helsingfors
** 4, vid senaste inräkningen
5. slide 5marcus.nyman marcusnyman EMV_Scandinavia
Våra 30 minuter tillsammans
Retentionsmarknadsföring via e-post
E-postmarknadsföringens roll i kundlivscykeln
E-postkanalens karaktäristik
Varför e-post?
The Road To Relevance
To-Do-lista i fyra steg
Hands-on exempel
Strategisk planering
7. slide 7marcus.nyman marcusnyman EMV_Scandinavia
Kundretention
Customer Retention is the activity that a
selling organization undertakes in order
to reduce customer defections.
en.wikipedia.org/wiki/Customer_retention
8. slide 8marcus.nyman marcusnyman EMV_Scandinavia
webshop
Affiliate Banners Meta
E-postmarknadsföring
Trafikskapande
Leadgenerering
Förstagångsköp
leadkonvertering
Upsell, Cross Sell
Viral, Återaktivering
SEM
Kundlivscykeln i e-handel
Kundretention
10. slide 10marcus.nyman marcusnyman EMV_Scandinavia
”1USD spent on email in
ecommerce gives 43 USD back”
From the US DMA economic impact study
“Power of Direct”. Read more in:
www.emailvision.se/resurser-email-marketing/white-papers-rapporter
19. slide 19marcus.nyman marcusnyman EMV_Scandinavia
2. Förstå mig
Sometimes you want to go where everybody knows your name,
and they're always glad you came.
You wanna be where you can see, our troubles are all the same
You wanna be where everybody knows your name.
29. slide 29marcus.nyman marcusnyman EMV_Scandinavia
Relevans, Relevans, Relevans
”Ett dåligt mail till en bra lista ger bättre ROI
än ett bra mail till en dålig lista”
30. slide 30marcus.nyman marcusnyman EMV_Scandinavia
”How nice of them to think of me”
Drayton Bird*
* en.wikipedia.org/wiki/Drayton_Bird
Following on from Nick’s overview, the key points we as Email Marketers should focus on are
- Getting the basics right
- Then optimising all aspects of your Email Marketing Program
- With ultimate goal of working smarter, improving your response rates and therefore increasing your ROI.
The key theme throughout the presentation will be to MAKE EMAILS MORE TARGETED, DYNAMIC, PERSONALISED AND RELEVANT WITH THE GOAL OF INCREASING RESPONSE RATES AND ULTIMATELY YOUR ROI
In this presentation we will cover:
- Data – How to grow your list and how to retrieve value information from your members
- Segmentation (backend data) – making emails more relevant by targeting your emails to customers interests from the information gathered in point
- Emails (front customer experience) – making emails more dynamic, personalised and relevant to their needs (better customer experience)
- Automating email marketing – improving efficiency while at the same time improving the customers journey
- Understanding how deliverability works and how we can ensure the improvements made above are not hindered by deliverability issues
All points above will be followed up with current clients examples which have been easy to implement
Following on from Nick’s overview, the key points we as Email Marketers should focus on are
- Getting the basics right
- Then optimising all aspects of your Email Marketing Program
- With ultimate goal of working smarter, improving your response rates and therefore increasing your ROI.
The key theme throughout the presentation will be to MAKE EMAILS MORE TARGETED, DYNAMIC, PERSONALISED AND RELEVANT WITH THE GOAL OF INCREASING RESPONSE RATES AND ULTIMATELY YOUR ROI
In this presentation we will cover:
- Data – How to grow your list and how to retrieve value information from your members
- Segmentation (backend data) – making emails more relevant by targeting your emails to customers interests from the information gathered in point
- Emails (front customer experience) – making emails more dynamic, personalised and relevant to their needs (better customer experience)
- Automating email marketing – improving efficiency while at the same time improving the customers journey
- Understanding how deliverability works and how we can ensure the improvements made above are not hindered by deliverability issues
All points above will be followed up with current clients examples which have been easy to implement
Growing Lists
Growing a database is essential to every Email Marketer as this increases the chance of improving ROI. This is often hindered by
- Lack of budget (expensive to purchases lists or promoting email registrations as a separate entity, time consuming)
- Implementation times from IT departments
- Lack of understanding how all marketing mediums work together
- Buy in from board members on the importance of general new customers (correctly)
However, there are a few quick wins which are relatively inexpensive and easy to implement:
- Grow list at every contact point, including instore, call centres, social networks, trade shows, conferences, flyers, competitions, on all pages of website etc.. multichannel
- My Tights - Incentive for sign up - %discount, exclusive offers, VIP discounts (MyTights)
- Handbag - Make registration easy – minimises chances of customers not completing registration
- Centaur - Make clients aware – improving the customers experience
- Handbag - Asking friends to sign up – easy to implement
from A consumer can control the volumes with email marketing, more so than other marketing channels. Ensure consumer knows what they’re signing up for – weekly newsletters, monthly promotions, daily alerts (Centuar – New Media Age)
Growing Lists
Growing a database is essential to every Email Marketer as this increases the chance of improving ROI. This is often hindered by
- Lack of budget (expensive to purchases lists or promoting email registrations as a separate entity, time consuming)
- Implementation times from IT departments
- Lack of understanding how all marketing mediums work together
- Buy in from board members on the importance of general new customers (correctly)
However, there are a few quick wins which are relatively inexpensive and easy to implement:
- Grow list at every contact point, including instore, call centres, social networks, trade shows, conferences, flyers, competitions, on all pages of website etc.. multichannel
- My Tights - Incentive for sign up - %discount, exclusive offers, VIP discounts (MyTights)
- Handbag - Make registration easy – minimises chances of customers not completing registration
- Centaur - Make clients aware – improving the customers experience
- Handbag - Asking friends to sign up – easy to implement
from A consumer can control the volumes with email marketing, more so than other marketing channels. Ensure consumer knows what they’re signing up for – weekly newsletters, monthly promotions, daily alerts (Centuar – New Media Age)
It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base.
- St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver)
- MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights
- Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch
- Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails
- Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests
- Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base.
- St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver)
- MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights
- Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch
- Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails
- Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests
- Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
Forrester recently published statistics that 60% marketers are still using ‘Spray & pray’ email broadcasts.
Consumer behaviours are changing more frequently during an economic downturn, demand for value increases.
Using the valuable info gathered from customers, we can segment emails better making them more targeted to a customers interests, making them more relevant which improves response rates. Examples from customers are:
Getting the categories right – ultimately the factors that will affect buying behaviour
- Cotton Traders - Clothing retail – male/female (Cotton Traders – gender specific promotions)
- Sainsbury’s - FMCG – purchase value (sainsburys)
- Siblu - Holidays – children/families (Siblu – family imagery/offers)- Sony - Sony – product code drives content and imagery
It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base.
- St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver)
- MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights
- Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch
- Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails
- Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests
- Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
Here are some examples of clients who are using automation effectively to improve efficiency, customer experience, response rates and ROI
Quick wins – industry specific
- Reactivation – based on date of last purchase (Rank Interactive)
- Customer satisfaction – 3 weeks after purchase (Sony)
- Time to lapse – insurance policy ending (Compare the Market)
- Triggered reminders – details of upcoming travel, welcome home emails (HotelConnect – have a lovely stay + booking details – Welcome back with discounts for future bookings)
It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base.
- St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver)
- MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights
- Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch
- Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails
- Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests
- Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
Here are some examples of clients who are using automation effectively to improve efficiency, customer experience, response rates and ROI
Quick wins – industry specific
- Reactivation – based on date of last purchase (Rank Interactive)
- Customer satisfaction – 3 weeks after purchase (Sony)
- Time to lapse – insurance policy ending (Compare the Market)
- Triggered reminders – details of upcoming travel, welcome home emails (HotelConnect – have a lovely stay + booking details – Welcome back with discounts for future bookings)
Here are some examples of clients who are using automation effectively to improve efficiency, customer experience, response rates and ROI
Quick wins – industry specific
- Reactivation – based on date of last purchase (Rank Interactive)
- Customer satisfaction – 3 weeks after purchase (Sony)
- Time to lapse – insurance policy ending (Compare the Market)
- Triggered reminders – details of upcoming travel, welcome home emails (HotelConnect – have a lovely stay + booking details – Welcome back with discounts for future bookings)
Once step further after targeting customers better is to create the email which is suited to their needs or interests. This can be achieved by using the customer information gathered making the emails more dynamic, personalised and relevant increasing the customer experience with the ultimate goal of increasing response rates.
Some clients who are implementing this affectively are:
- Sony
- Eurostar
- Hotel Connect
Once step further after targeting customers better is to create the email which is suited to their needs or interests. This can be achieved by using the customer information gathered making the emails more dynamic, personalised and relevant increasing the customer experience with the ultimate goal of increasing response rates.
Some clients who are implementing this affectively are:
- Sony
- Eurostar
- Hotel Connect
Sony TVME (home entertainment) : Customer Purchase Journey
Series of communications triggered by product registration
1st communication is received within a matter of seconds welcoming the customer with their support & guarantee information
Then they start receiving emails after 14 days, 28 days, 56 days etc…
Full lifecycle
An opportunity to create a series of targeted emails focused on relevant and regular communication and at the same time improving brand or product awareness, customer insight, cross and up sell opportunities
Reports have shown that this can double response rates.
Storytelling – christmas is the ultimate story
2-way communication/interaction
Trends for 2010
Social media goes mainstream
Marketers surrender their brands to the community
Emergence of the ‘Community manager’
Storytelling as competitive advantage
Email takes on a greater importance
Examples of storytelling
7 rules of storytelling
Make the inward journey to self-knowledge
Create your authentic story
Engage your followers
Embody the story
Project… in your natural voice
Personalise
Simplify
