one 2 one email marketing
Post on 24-Jan-2015
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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
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