email & mobile strategy
DESCRIPTION
Defines the best practices and benchmarks for online strategy and email campaigns.TRANSCRIPT
EMAIL & MOBILE STRATEGY
• Inform receiver that verifica1on is needed
• A5er verifica1on of the e-‐mail address, the user has to be taken back exactly, at the step of the process that he le5
• Check the validity of an e-‐mail address by sending a confirma8on message that contains an ac8vator link
Best prac8ce descrip8on
$ Costs
Implementa8on Tips
• % of sent verifica1on e-‐mails that didn’t lead to a confirma1on • % of valid e-‐mail addresses in the database
Channel / Service
Validity of e-‐mail address
++ Benefits
Pre-‐requisites Benefits Challenges
Ü Implement a technical solu8on to manage valida8on of e-‐mails
Ü Increase quality of e-‐mail database
Ü Increase deliverability of e-‐mails
Ü Determine impact of adding one step to the inscrip8on phase
Online/ call-‐centers
Category TBC
Objec8ves and suggested indicators Priority
1
• Valida1on check of e-‐mail addresses guarantees quality of collected e-‐mail addresses
Business ra8onale
• The subject line of the e-‐mail is the most important item to personalize:
• Use less than 50 characters (see appendix)
• Use the name of the person
• Avoid using expressions that resemble spams
• The body of the message should contain references to the context in which the recipient interacts with (client's name)
• Proceed to A / B tes1ng to op1mize tac1cs
• Personalize e-‐mail campaigns by making references to personal details and context of the rela8on with (client's name)
Best prac8ce descrip8on
$$$ Costs
Implementa8on Tips
• Open rate of e-‐mails • Click trough rate of e-‐mails • Opt-‐outs consecu1ve to campaign
Channel / Service
Personalize e-‐mail campaigns
+++ Benefits
Pre-‐requisites Benefits Challenges
Ü Implement connec8on between e-‐mail broadcas8ng tool and databases where clients / prospects data are stored
Ü Increase open rate Ü Decrease opt-‐out
through beMer targe8ng
Ü Control workload associated to produc8on of differen8ated content
TBC
Category Usage
Objec8ves and suggested indicators Priority
2
• Personaliza1on of e-‐mail campaigns enhances open rates and transforma1on rates through beVer targe1ng.
Business ra8onale
• Manage rela1onship with ISP’s: obtain white-‐lis1ng of technical infrastructure used for broadcas1ng e-‐mails
• External provider of e-‐mail broadcas1ng tools are probably to be preffered over internaliza1on since their infrstractures are white listed
• Op8mize deliverability of e-‐mails by managing rela8onships with ISP’s and increasing compa8bility with major mail systems
Best prac8ce descrip8on
$ Costs
Implementa8on Tips
• So5 Bounce • Hard Bounce • Open Rate
Channel / Service
Op8mize deliverability
++ Benefits
Pre-‐requisites Benefits Challenges
Ü Analyze present deliverability rates to assess if specific ac8on is needed
Ü Limit SoT Bounce and Hard Bounce rates
Ü Increase Open rates
Ü Monitoring of bounce rate needs to be thoroughly implemented in order to take quick ac8on in case of black lis8ng by ISP’s
TBC
Category Usage
Objec8ves and suggested indicators Priority
1
• To ensure best results in e-‐mail deliverability, the broadcas1ng system has to be in compliance with specific technical requirements to ensure compa1bility with most common mail systems and white listed by ISP’s
Business ra8onale
• Send a maximum of one newsleVer every two months
• Adjust commercial pressure according to reac1vity of recipients, by broad groups:
• Sleeping contacts (never opened any e-‐mail): minimum pressure
• Normal contacts: open rates are within benchmarks: standard pressure
• High reac1vity: maximum pressure
• Allow recipients to set e-‐mail frequency themselves
• Allow easy opt-‐outs, in accordance with local legisla1on
• Set contact rules thresholds for e-‐mail marke8ng opera8ons
Best prac8ce descrip8on
$ Costs
Implementa8on Tips
• Open rates • Opt-‐outs following an e-‐mail campaign
Channel / Service
Set contact rules thresholds for e-‐mail marke8ng opera8ons
+++ Benefits
Pre-‐requisites Benefits Challenges
Ü Manage e-‐mail campaigns through a unique tool
Ü Increase open-‐rate of e-‐mails
Ü Limit opt-‐outs
Ü Do not over-‐use the e-‐mail and generate massive opts-‐out
Ü Commercial pressure needs to be managed from a customer centric point of view
TBC
Category Usage
Objec8ves and suggested indicators Priority
1
• The right level of commercial pressure can be found through segmenta1on based on recipient profiles, ac1ons and preferences.
Business ra8onale
• Conduct cost / benefit analysis to define a roadmap for data integra1on and ensure priori1za1on
• Create a centralized prospects and events database that consolidates all available data: socio-‐demographics, preference, contact history (…)
Best prac8ce descrip8on
$ $ $ Costs
Implementa8on Tips
• % of e-‐mail address per contact • Cost per contact (more channels available to contact customers through consolida1on of data across databases)
Channel / Service
Create centralized prospects & events databases
+++ Benefits
Pre-‐requisites Benefits Challenges
Ü Iden8fy where all the data are stored
Ü Enhance learning curve on customer behavior
Ü Adjust centrally commercial pressure from a customer centric perspec8ve
Ü Make sure opt-‐out is communicated to all databases
Ü Priori8ze data to be integrated
TBC
Category Collect
Objec8ves and suggested indicators Priority
2
• Centralized prospects and event databases enable customer centric rela1on management
Business ra8onale
Benchmarks for Personaliza8on
7 Paris -‐ 04 May 2009
Source :EMAIL MARKETING METRICS REPORT JULY -‐ DECEMBER (H2) 2008 by Mailer Mailer
Benchmarks for Personaliza8on
Benchmarks for Personaliza8on
Benchmarks for Personaliza8on
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