Understanding Behavioural Email and How it Can Improve your Online

Business

28 September 2011Matthew Kelleher, Commercial Director, RedEye

Today’s Agenda

1. What is Behavioural Email?2. How does it work and how do you deploy it?3. How do you employ Behavioural Email

‘holistically’?4. What are the benefits?5. Can it provide you with competitive

advantage?

What is Behavioural Email?

Behavioural Email is the application of behavioural data to drive maximum relevancy in email marketing.•Behavioural Data•RFM and Historical Data•Engagement Data•Automation•Dynamic Content•Lifecycle Model

Diverging Strategies in Email

Email is Changing…

The Power of Email• Cheap• Automated• Dynamic• Data Rich

Two Strategies are Emerging• A pre-engagement ‘newsletter’ strategies• A post-engagement ‘conversion’ tool

How does it work and how do you deploy it?

eCRM eCRM DatabaseDatabase

ODPODPB.I. B.I.

D/baseD/base

Web Web Analytics Analytics

DataData

ESPESP

OROR

How do you employ Behavioural Email

‘holistically’?

Maximise customer lifetime value by targeting behaviour

Customerlifetimevalue

Time

Increased value with behaviourallifecycle marketing

Traditional customer lifecycle email marketing

Acquire Convert Develop Retain Reactivate

Abandonedbasket

Welcome X-sell

Profiledrivenoffers

Nursery

Win back

Re-engagement

Newsletters

How the combined strategies work

Visitors

Browsers

Info Gathering

Comparing

Basket Abandon

Engagement is the first

stage of any journey

Purchase

Drop off communications

Browser programmeBrand reinforcement and USPsCompetitor Positioning

Basket Abandonment

Engagement

What are the Benefits?

Behavioural Search Criteria

Holiday specific search criteria will drive the content and trigger

Can it provide you with competitive advantage?

Over 100% Year on Year Increase in Email Revenues

ROI of 2,399%, 103% growth in email revenues compared to the same period 2009.Evans Cycles achieved these results through, amongst others, segmentation and life cycle marketing strategies. The email campaign plan segmented messaging and creative content based on individual preferences, engagement, online browsing and behavioural data. Email marketing content was relevant to each individual user. The results included open rates as high as 84.9% (generic ‘newsletter’ emails 16% - 25%) and click rates of 40.5% (generic emails 3.8% - 5%).

Gaining Competitive Advantage

Gaining Competitive Advantage

Summary

Behavioural Email:-• Is the highest relevance of any email• Provides very high return on investment• Requires:

• Automation• Dynamic Content• Behavioural and Engagement Data• Customer/RFM Data

• Allows for the full automation of a Lifecycle Marketing Strategy

Contacts

Author: matthew.kelleher@redeye.comFor the US: brian.mcconnell@redeye.com)For RedEye: www.redeye.comFor RedEye case studies:

http://www.redeye.com/clients/case-studies/