email marketing done right with ecommerce partners

EMAIL MARKETING DONE RIGHT with Ecommerce partners Building successful businesses online.

212.334.3390 | [email protected] | ecommercepartners.net 2

Email and Ecommerce: A Power Combo Online businesses, in particular, stand to substantially gain from the channel. It promotes customer engagement, brand awareness, and database hygiene while also increasing conversions and online revenues.

Growing Retention

Focusing on current or future customers through lifecycle emails will grow the lifetime value of a customer.

Low Potential Value High Current Value Grow these customers

High Potential Value High Current Value Keep these customers

Low Potential Value Low Current Value

Should we spend marketing dollars here?

High Potential Value Low Current Value Grow these customers

Number of Purchases

Days Since Last Purchase

361-450 91-120 0-30

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3 212.334.3390 | [email protected] | ecommercepartners.net

We Specialize in Email Marketing for E-businesses

From diagnosis to deployment we build customer relationships. ECommerce Partners provides proactive & comprehensive solutions that support the drive to relevant communications. Combining our expertise with today’s advanced technologies , we’re able to fully understand opportunities within the digital world. We bring the optimal customer experience to life through developing communication strategies, and as a result, create a higher retention rate for your business.

• Diagnose the customers’ identity and build strategy based on purchase & behavior data.

• Define the opportunities and plan campaigns based on brand guidelines. • Design the creative elements geared toward inspiring customer engagement. • Develop campaign parameters; test and execute the campaigns, ensuring each

customer receives relevant content. • Perform analysis, and make recommendations to optimize efforts.

Our Approach: While many agencies may only focus on strategy consulting or execution, ECommerce Partners provides full-service email marketing. We make recommendations to be approved by clients; We manage and execute the program to ensure the ongoing success and growth of your Email Marketing.

Program management

& tools

Strategy

Planning

Design Execution

Analysis


Enjoy End-to-End Email Marketing Services

Analytics & information gathering Examining existing data, current Key Performance Indicators (KPI’s), and your brand’s Unique Value Proposition (UVP). Strategies From determining data-driven campaigns, to tracking what events trigger which emails, Ecommerce Partners develops a comprehensive plan that fits your overall marketing program. Creative We’re focused on creating a “look& feel” style guide for your brand’s identity to ensure consistency, clear copywriting, and custom email templates that seamlessly fit the multi-device approach. Management & Execution Using advanced Email Marketing Systems, we track, test, and maintain email campaigns for proper display, optimization, while also performing database hygiene.

Ecommerce is the core of our corporate DNA. We tailor our end-to-end email marketing services using solid businesses to fit the individual needs of e-businesses and their online shoppers.




❶ DATA ASSET EVALUATION & ANALYSIS Evaluating available data , identifying gaps and answering key questions.

❷ TARGET AUDIENCE

PROFILES Developing demographic data of customers to enable definition and delivery of relevant marketing.

❸ MARKETING OPPORTUNITY

DIAGNOSIS Identifying, quantifying, and prioritizing marketing opportunities across segments and channels

❹ COMPETITIVE DIGITAL

INTELLIGENCE Tracking and reporting email and social media activity across your brand’s platforms and its competitors.

❺ REPORT AND KPI

DASHBOARD DESIGN Defining and formulating essential information for measuring marketing processes and outcomes.

Analytics & information gathering

1. Data Asset Evaluation + Analysis

2. Target Audience Profiles

3. Marketing Opportunity Diagnosis

4. Competitive Channel Analysis

Our team will meet with your team to deeply understand your business model and existing programs. We’ll strive to greatly improve and maximize your brand’s Return on Investment (ROI) by analyzing your subscribers, customers, and purchase data to highlight and DIAGNOSE various areas of improvement.

5. Competitive Digital Analysis

6. Report



Offerings ❶ ACQUISITION MODELING Improve

acquisition and increase number of site visitors through targeting prospective valuable customers. What to send (e.g. types of campaigns, frequency, etc.)

❷ SEGMENTATION Produce actionable views of customers and prospects to drive investment allocation decisions and custom communication strategies.

❸ PREDICTIVE MODELING Forecasting likelihood of a behavior at an individual customer level.

❹ PROGRAM STRATEGY & COMMUNICATIONS ASSESSMENT Audit of current program activity and content with gap analysis based on best practices and business objectives.

❺ COMMUNICATION AND CUSTOMER EXPERIENCE STRATEGIES & ROADMAP Implement and analyze guided, goal-focused plans and decisive roadmaps.

❻ SEASONAL CAMPAIGN & CONTENT STRATEGY Develop campaigns that leverage peak engagement moments and consumer trends to achieve brand and business goals.

❼ CONTACT STRATEGIES Deliver optimal customer experience and business results for acquisition, calendar and lifecycle emails.

Strategies / Flow

Then, we generate campaigns based on “low hanging fruit,” collecting usable data, and

optimizing campaigns based on results.

We meet with your team to understand the mission of your business and brainstorm concepts that will seamlessly fit into your business model.

Finally, we build and maintain the lifecycle of customers within various channels.

Low Hanging Fruit

Cart Abandonment Solution

Continuously reach business goals

Improve

Test

Optimize

Goals

1

2

3

4

Opportunities:

Missed Opportunities



❶ CONSUMER STRATEGIES Recommend methods for building customer knowledge as well as develop and target actionable audience marketing possibilities.

❷ COMPETITIVE ANALYSIS Examine the communication strategies of competitors across multiple channels and derive new opportunities.

❸ ACQUISITION STRATEGIES Increase active subscriber and customer base through growth strategies.

❹ TEST AND LEARN OPTIMIZATION STRATEGIES Construct unique test plans and strategies to

❺ HOW TO SEND IT (e.g. triggered, scheduled)

❻ BUSINESS CASES Estimating the costs and benefits of projects and campaigns in order to determine ROI scenarios.

Through close monitoring of your campaign via analytics, benchmarks and data hygiene, our main goal is to optimize your campaign in the most efficient way possible.

Strategies / Planning

• Email Acquisition

• Calendar Emails (which are personalized, sent to most or all of the database)

• Lifecycle Emails

Our unique methods in understanding your customers and their needs involves gathering relevant click-stream and behavioral data, and analyzing customer transaction history.

We will use our expertise and technological tools to provide a comprehensive Email Marketing program in three key service areas:


Planning


For all campaigns, we evaluate data based using RFM (Recency, Frequency and Monetary Value) of a particular customer or group of customers, and plan campaigns utilizing this data.

Decile Customers Sales Average Order Value Avg Days Between Visits

Top 30 % 6,000 $1,200,000 $80.00 130

10 2,000 $750,000 $105.00 100

9 2,000 $270,000 $65.00 135

8 2,000 $180,000 $50.00 145

middle 30 6,000 $300,000 $35.00 155

7 2,000 $130,000 $40.00 150

6 2,000 $95,000 $34.00 155

5 2,000 $75,000 $28.00 160

bottom 40 8,000 $140,000 $15.00 170

4 2,000 $55,000 $23.00 165

3 2,000 $40,000 $17.00 170

2 2,000 $30,000 $14.00 175

1 2,000 $15,000 $6.00 180

Total 20,000 $1,640,000 $50.00 150


Planning


Determine a multi-channel strategy to reach your clientele at their most convenient place and time.

ECommerce Partners uses advanced metric tools to predict the time of day that customers are most likely to open their email, based on their location and which devices are most utilized.

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Planning Calendar emails will be planned in advance based on dates, holidays, and seasonal promotions. Below is an example of what an email marketing calendar may look like:



Creative


❶ CREATIVE AUDIT Complete assessment of email designs with tips for improvement.

❷ EMAIL DESIGN Flexible email templates for postcards and newsletters.

❸ EMAIL TEMPLATE DESIGN A dynamic, flexible newsletter style layout, which can swiftly be edited for style and content.

❹ EMAIL MOBILE DESIGN Designs are optimized for a user-friendly mobile experience.

❺ WEB DESIGN Customized landing pages that link straight from email layouts. Highly focused yet still part of the client website.

❻ CONTENT REACTION AND COPYWRITING Content production with clear communications.

Strong call to action

Clear & scan-friendly

Dynamic website wireframes

Navigation pre-header and footer

User-friendly navigation

Proportionate scale, margins, delineation

Scaled dimensions for mobile usage


Execution


Ecommerce Partners support the design, development and implementation of your campaigns, and works within your parameters to ensure the successful completion of the projected plan. Execution includes: ❶ Channeling and guiding the

creative process; including the gathering of content (subject line, images, etc.)

❷ Coding and testing

❸ Set-up of automated campaigns

❹ Creating subscriber segments and other execution tasks

❺ Execution for Acquisition Emails, Calendar/Newsletter Emails and Lifecycle Emails

Technology Services With cutting-edge programs, targeting capabilities, and cross-channel dynamic correspondence, Ecommerce Partners is well versed in the advanced technologies required to elevate client successes.

Client Services With 24/7 dedicated, global service, ECommerce Partners along with Client Services work together on account management to achieve client goals, and on the successful application of your campaigns, reporting, and on-going program optimization.

New Subscriber

Series 2-3 days after sign up

Instantly 1st Email Sent

2nd Email Sent

1-2 days after cart is abandoned

~2 hours of abandoned cart Cart

Abandonment

1st Email

2nd Email


Technology services


Our innovative team combines analytics, insights, strategies with our creative team, we gives you a credible assessment and scorecard on the status of your program.

We base these successes upon industry standards, the competitive market, and your business goals.

Interested in a personalized assessment of your current program? Choose the

integrated program assessment


Analysis

Monthly Executive Report Highlighting KPIs such as: Open Rate, Click-Through Rate, Conversion Rate Monthly call and/or meeting to discuss the report Program Reviews Monthly/ or weekly evaluation of marketing program campaigns and activities with insights, observations, and recommendations for future improvements. Applied Best Practices Insights based on the latest email and digital marketing practices and algorithms.

Exact Target Data May June July

Emai ls Sent 100866 150186 380476

Emai ls Del ivered 98358 149091 379125

Open Rate 0.1523 0.1684 0.1862

Tota l Cl ick Through 9810 12683 16557

Unique Cl ick Through Rate 0.0665 0.0734 0.0924

Unique Cl ick Through 6536 10938 35047

Google Analytics Data

Vis i ts 7558 13090 36584

% New Vis i ts 0.4309 0.3339 0.3779

Bounce Rate 0.2324 0.3298 0.3409

Pages/Vis i t 9.93 8.16 8.65

Transactions 157 302 1092

Sales 17923.14 23409.21 33149.07

Convers ion Rate 0.0208 0.0231 0.0298

Email Performance July 2014

Source: Exact Target & Google Analytics



Email Marketing Services

With ecommerce at the core of our corporate DNA, we offer end-to-end email marketing services and a large variety of email campaigns - all based on solid business principles and tailored to the needs of individual ebusinesses and their online shoppers.

Content

Management

We Specialize in Email Marketing for Ebusinesses

Email Marketing Strategy

Design

Our services include:

Execution

Report & Analyze



Client Showcase “We dreamed of becoming Australia’s biggest surf gear hub and ECommerce Partners helped to turn this dream into a reality. They understood our vision, our target audience and our business, and they came through for us 100% -- every step of the way.” Lex Pedersen, CEO SurfStitch



212.334.3390 [email protected] www.ecommercepartners.net

This document contains general information based on the experience and research of ECommercePartners. The information contained herein is by no means presented as substitute for professional advice and services by qualified service providers

such as ECommercePartners. Any and all use of the information contained herein is therefore strictly on the user’s own risk and ECommercePartners shall bear no liability for any loss, financial or otherwise, resulting from the use of this publication.

Author: Asi Erenberg Managing Director, ECommercePartners

Interested in our proven email marketing services or just looking to get a professional consultation on email marketing? Get in touch with us.



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email marketing done right with ecommerce partners

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