building an email marketing strategy from zero to best in class nick gold - emailvision - online...
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The Global SaaS Leader in Relationship Marketing
Building an Email Marketing Strategy from Zero to Best in Class
July 2012
www.emailvision.com
Nick Gold Emailvision
Agenda – best practice building blocks
● Introduction - goals
● Build quality member data
● Segmentation
● Develop relevant programs
● Automate
● Maximise Results ● Conclusion and Questions
www.emailvision.com
What is our goal as marketers?
www.emailvision.com
How do some marketers see big data?
www.emailvision.com
Practical advice from Emailvision’s global clients.
Where do you start?
www.emailvision.com
How marketers see data
www.emailvision.com
Member data? Collect at every opportunity!
Member data- build quality lists
Growing Lists ● Grow list at every contact point
● Incentive for sign up
● Make sign up easy
● What are they signing up for?
● Forward-to-a-friend
Build quality data
Adding Value ● Unsubscribe feedback
● Two-stage sign-up process ● Preference centre
Build quality data
Adding Value ● Unsubscribe feedback
● Two-stage sign-up process ● Preference centre ● Data capture form
● Update links ● Active/non active members
Segment to maximise your data potential.
www.emailvision.com
Customer intelligence……..
“The management and analysis of customer data from all sources, used to drive marketing
performance and business strategy” Forrester, 2011
Customer Intelligence
Enables marketers to:
● Rapidly query thousands or millions of records to display customer segments that can be used for marketing
● Explore detailed profile data including purchase behaviour, location and responsiveness to past marketing campaigns
● Test and adapt new campaign strategies in real-time
● Maximise customer retention and cross-sell opportunities
Customer Intelligence
www.emailvision.com
Identify new target groups using
dynamic drag and drop segmentation
and query tools
Customer Intelligence
www.emailvision.com
Identify and target subscribers based
on their geo-location as well as their
relationship to the brand
www.emailvision.com
High spender data
Location data
Preference data
Demographic data
Opener data Click-through data
Transactional data
www.emailvision.com
Purchased designer shoes last month
Member of the loyalty program in Melbourne
Signed up for the newsletter, checked a preference for sports
Male and bought a winter jacket 4 months ago
Opened the last 3 email campaigns Click-through on the last
email campaign
Purchased 2 tickets to Perth in 2011
Develop Relevant Programs
● FMCG = purchase value
● Holidays = family/children
● Retail = product
Simple Tactics ● Get the categories right
● Clothing retail = male/female
Develop Relevant Programs
● Sony monthly newsletter
Alpha product information: Product code begins with AMC
Camera product information: Product code begins with CAM
Generic product information: Product code is null
Alpha product information: Product code begins with AMC
Camera product information: Product code begins with CAM
Generic product information: Product code is null
Develop Relevant Programs
● E* quarterly statements
Alpha product information: Product code begins with AMC
Points over
Points under
Personalisation strings: Based on values in the members profiles
Switch statements used to dynamically insert content based on member points
Develop Relevant Programs
● Hotel Connect post travel
Alpha product information: Product code begins with AMC Amsterdam
Budapest
Switch statement used to dynamically insert images based on recent destination
Enhance relevancy with Automation
● Proactive delivery of content
● Precise delivery of content
● Efficient and effective marketing department
Automation
● Quick wins ● Reactivation
● Customer satisfaction
● Time to lapse
● Triggered reminders
Automation
● Full lifecycle management
The Global SaaS Leader in Email & Social Marketing
Back to Basics with Email Marketing
Automating email marketing
Sony Home Entertainment Lifecycle
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Maximise Results
● 90% of email sent in 2011 was SPAM ● Hotmail sees 8m new IP addresses everyday. Good? Bad?
● Do the basics right!
● Build and manage your brand / IP reputation
● Manage data, volume, frequency, message structure, subject line, content mix, language.
● Data Management ● Remove hard bounces after 1 attempt, deal with complaints, manage soft
bounces, honor unsubscribes ● Don’t mail to very old lists. And try to build lists organically. ● Validate by sending welcome messages or double opt in. Revalidate
regularly
Maximise Results
● Test message structure and offers ● Test regularly with a live test tool before you send
● Monitor campaign success and tweak to get the best score from ISP’s
Maximize Results
● In 2012 relevancy is key
● ISP’s now monitor member inbox behavior.
● Ensure delivery to inbox not junk ● Achieve opens ● Segment ● Personalize ● Automate ● Make it relevant.
Who is Emailvision?
www.emailvision.com
• International leader in marketing automation • Offices in 22 countries • 750 employees • 4500 clients • 100 new clients / month • $100M+ annual revenues • Sending 500,000 global campaigns / month • The 1st company to deliver SaaS Customer Intelligence • Recognition as a technology leader by:
Our Mission
www.emailvision.com
Emailvision powers smart
email, mobile and social campaigns
that delivers results for our
clients
Custom Applica.ons
APIs
Integra0on
Custom Apps
Customer Intelligence
Summary
● Develop a plan. Success does not happen by luck. ● Get the basics right ● Build good data ● Segment ● Personalize ● Make it relevant ● Monitor deliverability carefully and ensure relevancy
into the inbox.
Find out more – Ask Permission
- Exclusive Australian partner - Visit stand 1400 opposite
conference entrance - Pick-up white paper - Watch demonstration - Call (02) 8024 5400