email marketing basics and scrum
TRANSCRIPT
EMAI
L MARKE TING
BY GÜNTHER HASLBECKOVENGA MEDIA
BASICS
SUPPORTED WITH SCRUM
BEFORE WE START
THINK ABOUT THE CUSTOMER JOURNEY
DISCOVER NEED
RESEARCH
RECEIVE OFFER
SHOP & BUY
TRACK ORDER
RECEIVE GOOD
USE GOOD
SO SIMPLE, ISNT IT ?
SO? ALL YOU NEED IS A EMAIL TOOL AND A WEBSHOP, RIGHT?
SORRY, GOT A MESSAGE
AH, JUST A NEWSLETTER... DELETE THAT SHIT
THIS JOURNEY
DISCOVER NEED
RESEARCH
RECEIVE OFFER
SHOP & BUY
TRACK ORDER
RECEIVE GOOD
USE GOOD
IS TOO SIMPLE & WRONG
IT LOOKS MORE LIKE THIS
DISCOVER NEED
RESEARCH
RECEIVE OFFER
SHOP & BUY
TRACK ORDER
RECEIVE GOOD
USE GOOD
WEB
TV
SOCIAL facebook..
WORD OF MOUTH
REVIEWS
WEB SHOP
RETAIL STORE
AWARENESS CONCIDERATION
INTEREST
ADS EMAIL
LETTERS
CALLS
ACTION
BEFORE BOUGHT
DISTURBANCE"EVERYWARE
PROBLEM 1
TOO MUCH"SIMILAR OFFERS
PROBLEM 2
OFFERS ARE "TOO GENERAL
PROBLEM 3
AWARENESS IS KEY
WHICH MEANS
CUSTOMER CONTACT (EMAIL) IS KEY
WHICH MEANS
CUSTOMERS INTERESTS IS KEY
WHICH MEANS
RIGHT PERSON"RIGHT MOMENT"RIGHT MESSAGE"
RIGHT FORM
MARKETING MEANS
ABOUT THE RIGHT MOMENT
WAKEUP 2015: People using different DEVICES at different situations
OFFICE COUCH BED
CELLPHONE, LAPTOP, TABLET, CELLPHONE
MANY WAYS TO REACH CUSTOMER Affiliate
Applications / Widgets
Blogs + Blogging
Direct / Referring Links
Content Marketing
Comment Marketing
Display Ads
Display Advertising
Document Sharing (Slideshare)
Newsletter
Letter
Forums
Inbound Marketing
Infographics
Link Building
News / PR
Online Videos
Podcasting
PPC
Presentations
Press Releases
Print / TV / Radio
Q+A Sites
Research / Whitepapers
Retargeting
SEO
Social Bookmarking
Social Networks
Telemarketing
Trade Shows
Type in Traffic
Webinars
Word of Mouth
EVEN MORE
MANY WAYS TO REACH CUSTOMER Inbound Marketing
BE STRATEGIC
WE NEED A STRATEGIC WAY
1. PLAN 2. REACH
3. ACT 4. CONVERT 5. ENGANGE
WHERE / HOW
REACH ACT CONVERT ENGANGE
Search engines, Social-‐Networks, Blogs
Your web site, blog, community...
Ecommerce process, product, price and promoNon
Customer Advocacy
TO MEET THE CUSTOMER IN STAGE:
REACH ACT CONVERT ENGANGE
EXPLORATION
DECISION MAKING
PURCHASE
ADVOCACY
Search engines, Social-‐Networks, Blogs
Your web site, blog, community...
Ecommerce process, product, price and promoNon
Customer Advocacy
TO MEET THE CUSTOMER IN STAGE:
REACH EXPLORATION
Search engines, Social-‐Networks, Blogs
Publish and promote your content, allow sharing to other outposts, network and influencers. Draw People to your content hub... KPI: Unique Visitors, Value per Visit, Fans / Follower
TO MEET THE CUSTOMER IN STAGE:
ACT DECISION MAKING
Your web site, blog, community...
Be worth finding via clear customer journeys and a content hub that is relevant, inspirational, useful and creates leads KPI: Leads, Time on Site, Shares / Comments
TO MEET THE CUSTOMER IN STAGE:
CONVERT PURCHASE
Ecommerce process, product, price and promoNon
Capitalize on marketing investment usinf CRO, marketing automation and remarketing to ensure contextual relevance drives conversion KPI: Sales, Revenue/Profit, Average Order Value
TO MEET THE CUSTOMER IN STAGE:
ENGANGE ADVOCACY Customer Advocacy
Thrilled Customers are key to social media marketing, social proof, repeat sales and referral, Start your marketing here! KPI: Repeat Purchase(Lifetime Value), Satisfaction and Loyalty, Advocacy
BEFORE WE START
DONT BRAINSTORM ALONE
USE VISUALISATION
LEARN FROM OTHERS
h8ps://www.youtube.com/watch?v=aWQUSiOZ0x8
HOW TO START
NR 1 WAS: RIGHT PERSON
YOU CANT ADRESS EVERY SINGLE USER BUT YOU CAN CLUSTER USERS TO GROUPS
USE"PERSONAS SCHEMES TO DEFINE"GROUPS
DEFINE PERSONAS
CLUSTER PERSONAS
MAYBE U NEED TO
ALSO (RE) CLUSTER"YOUR PRODUCTS:
ONLINE IS NOT OFFLINE
NR 2 WAS:"RIGHT MOMENT
BUILD A ROADMAP
THINK ABOUT A PERSONAS LIFECYCLE
EG STUDENT X
NR 3 WAS:"RIGHT MESSAGE
WHICH PRODUCT FITS WHEN?
PLAN PERSONA ROADMAP
Time
THINK ABOUT STEPS CR
EATE NEW
SLETTER
-‐ DE
SIGN
-‐ CO
NTENT
...
CREA
TE LAN
DINGP
AGE
-‐ DE
SIGN
-‐ CO
NTENT
-‐ Prep
are and test Tracking
GROUP EM
AILS
TEST EMAILS ON DEV
ICES
SEND EM
AIL
OR IF MORE TIME CR
EATE NEW
SLETTER
-‐ DE
SIGN
-‐ CO
NTENT
...
CREA
TE 2 LAN
DINGP
AGES
-‐ DE
SIGN
-‐ CO
NTENT
-‐ Prep
are and test Tracking
GROUP EM
AILS
TEST EMAILS ON DEV
ICES
SEND IN PAR
TS (1
0% to
LP1
, 10%
to LP2
)
THINK IN LOOPS
CHOOSE BEST "LANDINGPAGE , THEN TRY
AGAIN WITH LP3
NR 4 WAS RIGHT FORM
REMEMBER THE PERSONAS
WHEN ONLINE ?"WHICH DEVICE ?
CLICKRATES & MORE
ABOVE THE FOLD
RELATED TO TIME OF DAY
AND DAY OF WEEK CANT WAIT TILL I CAN CHECK
THE LASTEST EMAILS ....
EG A
DOCT
OR IS
BUSY
DU
RING T
HE W
EEK
AND DAY OF WEEK
ON SUNDAY AFTERNOON BETT
ER SE
ND TH
E MAIL
LETS BRING IT ALL TOGETHER
CREATE ONE ROADMAP"EG FOR NEXT 3 MONTHES"OUT OF ALL PERSONAS
EG 3 PERSONAS" 3 CAMPAIGNS IN NEXT QUARTER
REMEMBER THINGS TO DO"PER! CAMPAIGN AND SPLIT IN ITEMS"
PER CAMPAIGN CR
EATE NEW
SLETTER
-‐ DE
SIGN
-‐ CO
NTENT
...
CREA
TE LAN
DINGP
AGE
-‐ DE
SIGN
-‐ CO
NTENT
-‐ Prep
are and test Tracking
GROUP EM
AILS
TEST EMAILS ON DEV
ICES
SEND EM
AIL
EG IN SCRUM WE HAVE NOW BACKLOGS PER CAMPAIGN
SPLIT ITEMS IN TASKS
CAMPAIGN BACKLOG
BRING THE MOST IMPORTANT ISSUES TO TOP IN YOUR
BACKLOG AND CREATE A SPRINT
SPRINT MEANS AS MANY ITEMS YOUR TEAM CAN
FINISH WITHIN 2 WEEKS
NOW YOUR TEAMMEBERS CAN PICK TASKS AT YOUR SPRINT BOARD AND WORK ON IT. IF THEY FINISH A TASK PUT IT IN „REVIEW“ ROW AND
ANOTHER ONE HAS TO TEST IF RESULT FULLFILLS THE NEEDS
DO IT OFFLINE
OR ONLINE
CAMPAIGN IS READY
SEND AND MEASURE
SO DONT FORGET
ANALYTICS IS A PART OF PLANNING AND NOT AFTERWARDS
AND IF POSSIBLE
DO A / B TESTING AND SEND MAILS IN PARTS
AND DONT FORGET
ANY MEASUREMENT MUST BE STORED IN CRM" AT THE CUSTUMERS DATA, NOT ONLY HE BOUGHT
SHORT NOTICE"„LANDINGPAGE“ MAY ALSO
BE YOUR NEWSLETTER ITSELF
ABOUT THE LANDINGPAGE
„SEND“ DIFFERENT VERSIONS TO PARTS OF PEOPLE AND LEARN BEC
AFTER SENDING IS BEFORE SENDING
DONT SEND ALL AT ONCE, YOU MAY LOOSE A BIGGEST OPORTUNITY YOU HAVE
SEND MEASURE
ANALYSE OPTIMIZE
BECAUSE YOU CAN ONLY COMPARE WITHIN THE SAME CAMPAIGN
AND PEOPLE MAY OPT OUT SO YOU LOOSE CUSTOMERS
UNCOMPARABLE & NOTHING LEARNED
CONTENT OF THE"LANDINGPAGE
KEEP THE LP SIMPLE"
RELEVANT ONE EXIT / CALL 2 ACTION
YOU HAVE ONLY 2 SEC
USE LP TO GATHER INFORMATION PER USER
Topic 1
Topic 2
Topic 3
DONT FORGET TO TRACK & STORE INTEREST ...
ASK DIRECT OR INDIRECT WHICH TYPE OF DOCTOR ARE YOU [ ... ] ?
VS
OUR CATEGORIES: ...
SAME DATA, LESS OFFENCE
INFORMATION INSTEAD OF MARKETING
IF YOU KNOW THE CUSTOMER BETTER NOW, SEND HIM HOWTO‘S / CONTENT INSTEAD OF
PLAIN PRODUCT INFORMATIONS.
5 ways to learn.. How to... How to learn the right way for exams
EVENT DRIVEN MARKETING Customer puts
something in basket Newsle[er
YOU DONT NEED A LOGIN, JUST DO TRACKING RIGHT
Reminder You forgot your
basket
1 day later
Reminder WE MISS YOU
3 days later
10% voucher ?
AFTER SALES CAMPAIGN How is it?
Do you have QuesNons? Newsle[er
YOU DONT NEED A LOGIN, JUST DO TRACKING RIGHT
Reminder Write a review
1 week later
Reminder Recommend to
friends
3 weeks later
Get 5€ coupon
3 day later
5€ for you and your friends
BEST CUSTOMER CMPGN
Goodies
Event-‐InvitaNon (offline)
Xmas Special offers
Customer spend last year: 1000 € get a free 10.000 € get a free 100.000 € get a free
OTHER EVENTS Birthday, geang married, (first) child, move appartment, Second buy, new item, friend invitaeon, facebook share..., First eme you logged in on Sunday.... and so on and so on... its all about your data / what you collect
YOU NEED HELP
CHECK OUR WEBSITE
OVENGA MEDIA"CAN HELP
WWW.OVENGA-MEDIA.DE