Published on November 23, 2009
How to Optimise your Email Marketing Strategy in 2009 Technology for Marketing & Advertising, 25/02/2009
Your Presenter Simon Bowker Managing Director eCircle UK 10 Years in Online Marketing 7 Years in Email Marketing eCircle 2
Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 3
Introduction to eCircle € 30.0 Full solutions for email marketing • 28m Euros Turnover in 2008 • 200+ staff € 25.0 • 97%+ Client retention rate Client services led approach • Strong growth predicted 2009 € 20.0 European Market-leading Company € 15.0 Client:Support ratio of 1:4 Staff € 10.0 200 + Employees across 4 offices € 5.0 (Munich, London, Paris, Milan) € 0.0 1999 2001 2003 2005 2007 56 UK staff based in Clerkenwell Client retention rate of 97% (2008) 2billion+ emails Broadcast p.Q eCircle 4
Clients using eC-messenger Media Travel Retail Automotive FMCG Associations Insurance Finance Fashion/ Lifestyle eCircle 5
Agenda Introduction to eCircle Applying principles of marketing to email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 6
Email Marketing covers all major marketing objectives Marketing Objective Online Marketing Tool A Drive relevant traffic to website Email Marketing Search Engine Marketing (campaigns, newsletters) (e.g. Keywords, Ranking) B Win new customers / sales A B C D A B ROI C Strengthen customer loyalty “Classic” Affiliate Marketing Online Advertising (e.g. Banner, Pop-Up) A B A D D Increase branding / image
Using Principles of Retention Marketing in your email strategy 1. Value for Money 2. Quality of Products 3. Convenience Relevance!!! 4. Trustworthiness 5. Compelling Products eCircle 8
Recipients say your emails aren’t relevant When asked why recipients stopped subscribing to opt-in emails, more than half said the content was no longer relevant, and 40% said they were getting too many offers. - Forrester Research eCircle 9
How do you make your emails more relevant? • Highest Spenders Most Valuable Customers • Most Frequent Spenders • Most Engaged Prospects Most Growable Customers • Newest Customers • Highest Clickers Most Responsive Customers • Most Frequent Openers • Lapsed Purchasers Most Vulnerable Customers • Dormant Recipients eCircle 10
Unfortunately, many marketers still don’t use all tools at their disposal eCircle 11
Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 12
3 key ways to approach targeting 1 2 3 Profile / Demographics Behavioural Data Customer Lifecycle • Gender • Email response data • Customer vs Prospect • Age • Purchase history • Stage of Customer Journey • Region • Browsing history • Other Channels Choose 1 approach as a start point, but ultimately all 3 should be considered eCircle 13
Samsung personalise emails with handset to increase click rates • Emails personalised to show recipients handset • Deep links take users to handset specific content • Click rates increases by 64% overnight 1 Profile / Demographics eCircle 14
Cineworld ‘Time and Place’ emails dynamically display local cinema listings I told them my nearest Cinema was Wandsworth Film details and times merged dynamically via RSS 1 Profile / Demographics eCircle 15
MBNA tailor service emails to customers brand of credit card • Approx. 75 branded Cards • Automated statement announcement emails each month • Significant increase in traffic when branded email launched 1 Profile / Demographics eCircle 16
Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 17
Using the data from your email responses to create recency segments • Open and Click data can be fed back into your customer profiles • Segments can be created based on Recency • Test performance of campaigns against each of these segments 2 Behavioural Data eCircle 18
Include ‘average spend’ to take to the next level Retention! Untapped Retention! Customer Value potential Retention! Data Missed capture opportunities Email Engagement 2 Behavioural Data eCircle 19
Grattan use email and purchase data to identify VIP segment • VIP Mailing sent to highest value segment • Average performance 5 times higher than regular newsletter • Objective, to retain best customers and develop repeat purchasers, clearly met 2 Behavioural Data eCircle 20
Excluding dormant segments can have a big impact on profits Month December 2008 February 2009 (so far) Number of Campaigns 9 5 Total Sent Emails 1.4m 0.5m Av. Open Rate 6.84% 13.10% Av. Click Rate 33.56% 28.26% Total Turnover £39K £33K Net Profit £17.5K £22.9K ROI £3.60 £16.15 2 Behavioural Data eCircle 21
Agenda Introduction to eCircle Applying Principles of Marketing to Email 3 Key Ways to Approach Targeting Profile Based Targeting Behavioural Profiling Customer Lifecycle Marketing Case Study: Argos Summary eCircle 22
Map your email programs to your typical customer journey Lifecycle Stage Email Program Offer Objective 1. New Visitor Nursery program Competition Submit more data, encourage first purchase 2. Returning Visitor Prospect newsletter Relevant products Encourage first purchase, maintain engagement 3. Regular Visitor Cross-sell mailing Other products Broaden horizons 4. One or more Purchases First purchase loyalty Discount voucher Encourage repeat purchase, maintain engagement 5. One-off purchase 3 month teaser Discount voucher Re-engage 6. Regular purchases VIP mailing Best offers, exclusive deals Maintain loyalty 7. Lapsed / Dormant Reactivation program Discount voucher Re-engage / exclude 3 Customer Lifecycle eCircle 23
Grattan target new customers separately through welcome program Objective: Encourage repeat purchase Offer: 10% off next purchase Method: Automated email based transaction data data feed Results: Big uplift in repeat purchasers 3 Customer Lifecycle eCircle 24
Freemans target customers who don’t empty their basket • Reminder email sent to customers after 24 hours • Feed from web analytics system • Email triggered daily from email platform • Why no discount?? 3 Customer Lifecycle eCircle 25
Kaleidoscope use a sequence of ‘Happy Birthday’ messages Email 1 1 week before birthday Email 2 On the actual day 3 Customer Lifecycle eCircle 26
Agenda Introduction to eCircle Applying principles of marketing to email 3 Key ways to approach segmentation Profile Based Segmentation Behavioural Targetting Customer Lifecycle Marketing Case Study: Argos Summary eCircle 27
Step 1 – Integration of systems brings all relevant data together Integration of the 4 main systems enables a single view of all customer activity Omniture Argos.co.uk eCircle Unique 4 party integration between: This seamless flow of data provides actionable insight into: • Omniture: Web Analytics data • Order frequency/recency/value • eCircle: Email performance data • Registrations • Argos: Customer Data • Email engagement • Planning Inc: Single Customer View • Browser data eCircle 28
Step 2 – Enhance newsletter performance through dynamic content 11% up‐lift in CTR Dynamic content rates vs non Objective: To increase traffic and revenue through targeted content within the 30% up‐lift in newsletter and sale emails Heroes conversion vs generic headers Method: Utilisation of purchase and Spend per recipient demographic data to personalise Behavioural doubles for targeted email content customers Results: Across the board improvements on 23% & 35% up‐lift in all key metrics Personalisation opens and clicks eCircle 29
Dynamic Content gives dramatic uplift to results 1 1) Offering dynamic hero Dynamic content: products. 11% up-lift in CTR rates Vs non. 2) Ability to tailor specific deals/offers to different Hero products: 2 customer segments using 30% up-lift in conversion Vs the side bar section of the generic email headers. email or to create bespoke themed areas, i.e. Must have boys toys etc. 3 3) Section to promote main business tacticals 4 4) Dynamic banners.
Step 3 - Product reviews driven by dynamic product emails 2 1 Target: To generate 209,000 reviews over 6 3 months Results: After only 4 months a staggering 204,000 reviews submitted translating to 17,500 products reviewed on Argos website •Open rates: Over 30% •Click-through rates:Over 42% 4 •Average review conversion across all categories 39.7% eCircle 31
The next step - Ask and Answer Question asked Questioner emailed to alert them that question answered Question answered either by public or expert eCircle 32
Thank you for your time. Any Questions? UK eCircle 5-9 Hatton Wall London EC1N 8HX de / at / ch fr it Nymphenburger Str. 86 2, Cité Paradis Via San Gregorio, 40 T: +44 (0)20 7618 4200 80636 München 75010 Paris 20124 Milano email@example.com T: +49 (0)89 120 09-600 T: +33 (0)1 53 80 48 00 T: +39 02 30 87 620 eCircle 33
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