email marketing
TRANSCRIPT
Powering Smarter Marketing
Exceptional Email Marketing: Lifecycle and Interactivity
January 2013
Saima AlibhaiPre Sales Consultant
www.emailvision.com
Customer Lifecycle
Where does your prospect want to be?
●Be the best email marketers in their space!
● Increase Revenue and Average Order Value
● Increase brand awareness
● Grow email database with quality data
● Create a community of loyal customers that will respond to engagement activity and boost the Company’s digital reputation
www.emailvision.com
Customer Life cycle
Instead of “batch and blast” emails, consider acting as a customer advocate…time your communications to customers’ needs.
Relevancy – Life cycle
•Prospectso Need encouragement to make first purchaseo Need education about product rangeo Info about company and service
• Customerso Need Thankingo Support and Service plans for the purchaseo Recommendations for upsell and Crossello Options for loyalty schemes
Relevancy – Life cycle
• VIP Customerso Need to be made to feel specialo Need customer loyalty discounts / offerso Need highly personalised contento Need options to provide feedbacko Need options to share with friends
•Disengagerso Need ‘Comeback’ discounts and promos.o Need re-engagement programs to understand the reasons
for disengagement o Need updates of new products and serviceso Need to be energised to take parto Need options
Customer Lifecycle
www.emailvision.com
Customer Lifecycle
www.emailvision.com
• Thank customers• Welcome customers• Cross-sell• Upsell• Grow your database
• In number of members• In breadth
• Improve brand engagement• Improve purchase cycle sales• Re-activate• Remind• Alert• Engage with other channels
Lifecycle Programmes
www.emailvision.com
● Lifecycle Welcome Program - Dynamic content, engaging/selling● Triggered thank you email ● A URL to the preference centre.● Welcome to our brand email ● Relevant upsell / cross-sell ● Survey ● Recommend a friend ● Competition or incentive● Thank you for purchasing email /
loyalty reward
● How are things going?● Viral competition● Social Media● Recommendations● Survey● More cool things to do● Tips – adding value
Welcome email- 5 reasons this was a good idea..
www.emailvision.com
CASIO Example
www.emailvision.com
Setting up Lifecycle Campaigns in CCEM
Identify Rules:
Scenario Preview:
Lifecycle Case Studies
www.emailvision.com
Interactivity
Making Emails Relevant
3 Uses factor extensively (more than half of programmes); application in sophisticated ways
2 Uses factor between one-quarter and one-half of programmes; degrees of sophistication
1 Uses factor on less than one-quarter of programmes, relatively unsophisticated
0 Does not use factor at all
For each factor, score your e-mail programmes as follows:
Factor Weight Score Weighted Score
Segmentation 25% x x
Lifecycles 20% x x
Triggers 20% x x
Personalisation 15% x x
Interactivity 15% x x
Testing/Measurement 5% x x
TOTAL 100% x
Emailvision
www.emailvision.com
Interactive emails facilitate customer engagement and response through links to
elements such as purchase activity, communication,
entertainment, preference centres, and surveys.
Fundamentals
Object is to elicit a (certain kind of) behaviour/interaction
Increased engagement
Key measurement of success
Multimedia options
Relevant communication increases likelihood of interaction
Examples of interactivity in email
Call to action
A call to action, or CTA, is a banner, button, or some type of graphic or text meant to prompt a user to click it and continue down a conversion funnel. It is an essential part of permission marketing in that it actively strives to convert a subscriber into a lead and later into a customer. The main goal of a CTA is a click (or a scan in the case of a qr code), and its success can be measured via a conversion rate formula. Another way to test the effectiveness of a CTA is using A/B testing where different content is presented to a subscriber and the content with highest success rate becomes the default.
Examples of interactivity in email
Action links (Preference Centres, F2AF)
Social sharing/recruitment
User generated content
Video in email
Story telling
Action Links
Data enrichment and
collection
Social sharing/recruitment
Email sign-up through social
forms
Interactivity is encouraged
Social sharing/recruitment
A banner to increase followers
and fans
Simple content sharing
Social sharing/recruitment
Encouraging viral behaviour
Incentivised social recruitment
Flash sale
Social sharing/recruitment
Share With Your Network to extend
reach and influence
Dynamic content based on
preferences
User generated content
User generated content
Video in email
Video in email
SUBJECT LINE: Video: Explore our new virtual tours and videos
Goal:
Drive higher engagement with
email channel, secure additional email
resources
Result:100% higher CTR v. campaign average
CTR
Video in email
A FEW EXAMPLES OF THE BRANDS THAT LIVECLICKER WORK WITH
Story telling
Story telling
Story telling
Test – 30 mins
Q&A session
Pioneering TechnologyPassionate
EntrepreneurialClient Focused