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DIGITAL MARKETING SUMMIT 2015
MASTERCLASS
Rishi Gupta, minematic.com
New Trends In Email Marketing How To Use Your Data To Connect With Customers With Right Content And Increase Retention
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is him...
2
ex-Barclays, ex-Oracle • Worked on regulatory reporting
system to calculate risk on various kinds of asset
Rishi Gupta Founder, www.minematic.com
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is me
Am Investment Bank – Equity Research Analyst. Cradle Fund – Commercialisation Executive Pigeonlab – Regional Customer Manager TradeGecko – VP of Customer Success
Yuhwen Foong Senior Business Analyst, Minematic
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
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01 BACKGROUND
02 TODAY
04 SOME TIPS
03 CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 5
How did email marketing come about?
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Marketing Channels
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Facebook Linkedin Blogs Speaking Engagement Event Sponsorship
News Coverage Billboards SEO/SEM Public Relations
Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
What is your objective?
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Increase Market Share Brand Recognition Rebranding Customer Service
Customer Loyalty
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Why RETENTION IS IMPORTANT?
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Av. Transaction Value: New = SGD120
Recurring = SGD190
Cost of acquisition: SGD2.50 Cost of retaining: SGD0.002
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Why RETENTION IS IMPORTANT?
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• Opportunity to Upsell
• Opportunity for referral
• Customer Review on trustedcompany.com or app
stores
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Source: e27
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Getapp Review on Stitchlabs
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“Email surpassed any other channel for repeat sales with 30% of transactions by repeat
customers starting with an email from the retailer”
- Forrester
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“44% of email recipients made at least ONE
purchase last year based on a promotional email”
Source: Convince and Convert
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
And remember! You are not alone…
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Why?
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Brand
Tell not Sell
Content
Context
What makes them engage?
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
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01 BACKGROUND
02 TODAY
04 SOME TIPS
03 CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 1
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Welcome email
Newsletters
Transactional
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Welcome Email - Hipvan
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Newsletters - Hermo
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Transactional - Zalora
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Tools and Solutions
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Data requirement
Email address – opt in
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 2
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Welcome email
Newsletters
Transactional Basic Segmentation
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Level 2 – Static Segmentation
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Example
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Example
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Data requirement
Email address – opt in
Static demographics e.g. age, gender
Customer lifetime value Number of purchases
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Few ways to segment
Customer profile Age Gender Location
Total purchase amount Number of times purchased Number of items purchased
Customer value
Customer engagement Frequency of opening your emails Clicking on your emails
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Tools and Solutions
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 2
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Welcome email
Newsletters
Transactional Basic Segmentation
Cross Channel Segmentation
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Dynamic – Dropbox
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Few ways to segment
Product affinity What kind of products they buy Any preference for any particular category
Website activity How many days since last visit Items added to wish list Visited a particular page during last session
Do they buy only during sales? Do they prefer designer products?
Price sensitivity
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Data requirement
Email address – opt in
Onsite behavior Previous email open/click information
Source of acquisition Past purchases
Static demographics e.g. age, gender Customer lifetime value Number of purchases
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Tools and Solutions
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“It’s still not good enough”
Yuhwen
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Content has given way to the context
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Email tactics – LEVEL 2
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Welcome email
Newsletters
Transactional Gender Differentiated Newsletters
Cross Channel Segmented Newsletters EMAIL FROM BEST FRIEND
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“Highly Personalized, Recommendations just for
you.”
Minematic Team
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Example
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DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Example
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Data requirement Email address – opt in
Onsite behavior Previous email open/click information
Source of acquisition Past purchases
Order/Frequency of purchases Product catalogue Onsite behavior
Reaction to previous promos
Static demographics e.g. age, gender Customer lifetime value Number of purchases
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Amazing Stats
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3X higher open and click rates
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Tools and Solutions
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
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01 BACKGROUND
02 TODAY
04 SOME TIPS
03 CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
KinHR
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Frequency – Once every 3 to 5 days – depending on actions taken on the website.
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Lindsay Exist!
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Email from Founder!!
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Clear CTA
Honest options
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Agenda
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01 BACKGROUND
02 TODAY
04 SOME TIPS
03 CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 54
NOREPLY@MINEMATIC.COM
Less is More…
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Start with an action verb
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UNSUBSCRIBE
Subject Titles that en5ces… Freebies, Educa5onal & Personal
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Fit in 50 characters.
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EXAMPLES – LOWEST OPEN RATES
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Source: Mailchimp
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
EXAMPLES – HIGHEST OPEN RATES
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Source: Mailchimp
DIGITAL MARKETING SUMMIT 2015
MASTERCLASS
Q & A wen@minematic.com
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