Speaker : Anton PanaitescoCEO

Paris London Montreal Madrid New York

Benefits of email marketing

A direct channel of communication The advertiser addresses directly the customer/prospect.

The advertiser sends out a specific message with a clear call to action.

A powerful channel The entire process is short and there might be only a few hours between the

choice of the message to address and the time when the client gets it.

It is possible to reach a massive number of persons almost instantly.

An inexpensive channel Low broadcast costs.

No print costs.

Benefits of email marketing

Direct marketing responsibilities

Get permission It is absolutely compulsory to get the user’s permission (optin) before sending

him information.

Show respect to your subscribers Never lie to your subscribers

Always allow your subscribers to unsubscribe easily

Show respect to the email addresses providers Take the bounce messages from email providers into account.

Subscribe to available feedback loops (complaints feedback).

Direct marketing responsibilities

Challenges

The database A database is like a human being, it grows old and you need to feed it on a

regular basis.

The message The message has to match as closely as possible what your subscribers expect

when they subscribe to your list.

Put a clear call to action in your messages to optimise your ROI.

Do not drown your subscribers in a flow of information, stay concise.

Deliverability Play by the rules with ISPs and subscribers

Chose the right Email Service Provider.

Challenges

Towards one 2 one marketing

The finding The bulk sending of a generic message to an entire distribution list is less and

less efficient due to the massive amount of email advertising people are

exposed to.

The over segmentation of the database can lead to a drop in your marketing

force.

The solution Personalise the content of your messages

Adapt you communications to the profile of your recipients

Take good care of your subscribers’reaction

Enter a transactional and scenarised email strategy

Towards one 2 one marketing

Personalisation

Why ? To give the subscriber the feeling that he is unique and that the offer he

receives his for him only.

Use personalisation for shop tracking purposes (bar codes, unique codes and

coupons).

How ? Simple personalisation

Name, first name, salutation, bar code…

Advanced personalisation

Loyalty points reminder, order reminder/confirmation, cross-selling,…

Personalisation

Why ? Because all your clients / subscribers have different tastes, preferences and

expectations and that you need to adapt your message to match all of these

to make sure you get your subscribers’ attention.

Conditional content can also be used for cross-selling and up-selling.

How ? Identify the different types of populations in your DB.

Create different messages or blocs for each population.

Tweak the message according to the users’ profile.

Conditional content

Why ? It’s a fully automated type of communication.

You follow your client through all key moments of his relation with your

brand.

You keep a constant dialog with your clients

How ? Identify key touch points when an interaction between your brand and it’s

clients have a real added value.

Evaluate the potential in each step of the client’s life cycle

Capitalise on this potential to optimise the revenue and client satisfaction

Transactional and scenarised email marketing

Personalised email examples

According to hosted data Demographic data.

Last name

First name

Address

Unique bar code

…

Behavioural data. Purchase date

Last connexion date

…

Dynamic email examples

The same email Different for every one.

Tweaked according to

behavioural or demographic

data.

Scenario example

CEach Database is different, hence it will react in a different way; it is important to know well

your DB to optimise the way you interact with it.

The good timing Choose the correct day of the week

Adapt the broadcast frequency

The proper message Identify product types or bargains with the higher transformation rate

Adapt the design and the rendering of your messages

Identify active subscribers / clients

The right strategy Use all available tracking tools to get a better reading of your results.

Capitalise on your knowledge

Behavioural analysis This is the most relevant information about your subscribers

Allow you to follow up on your clients on several different channels

Will lead you to unify the client management on all available channels (Online,

shops, email, phone,…);

The mega database. Aggregate and centralise client data

Get an overall view of the client relationship

Capitalise on the client response to each and every communication channel.

Establish a real multi-channel strategy.

To push things forward

Canada

Our clients

World wide

Years of experience made us build up a network of satisfied clients in industries as different as public institutions, banks, service providers luxury brands, e-commerce, retail, web agencies and so many more…

Thank you !

Cabestan Canada

1450 City councillorsSuite 425

Montreal, QCH2A 3E6 – Canada

Tel : 1 877 787 1769Fax : 514 666 1087

Site : www.cabestan-canada.ca

Paris London Montreal Madrid New York