three email imperatives - automate, personalise and integrate
DESCRIPTION
Many marketers have addressed the hygiene factors of email campaigns that ensure efficiency : deliverability; compliance; tracking and usability. The focus is now shifting to the effectiveness of email programmes and delivering a step change in performance by combining three key levers : 1. Automation 2. Personalisation 3. Integration Find out how others have achieved this and how you could apply this approach to optimise your email strategy. Andrew Campbell is an experienced digital marketer with a wide breadth and depth of experience. He has worked on high pay back email programmes for leading brands such as Jet2; netflights; Thomas Cook and East Coast.TRANSCRIPT
Three email imperatives - Automation, Personalisation and Integration
Andrew CampbellThursday 5 th June 2014
Email Meets Marketing Automation
Behavioural Targeting Drives Relevance
Q : Do you send out automated emails based on any of the following triggers or behaviour?
Source : econsultancy, Email Marketing Industry Census, Figure 31 April 2013
Q : Do you send out automated emails based on any of the following triggers or behaviour?
Source : econsultancy, Email Marketing Industry Census, Figure 31 April 2014
Integrate
Integrated email
eCommerceSocial
Mobile
1
2
3
4
56
7
Stairway to (Multichannel) Heaven
Social
Multichannel In-store
Mobile
Web
Multiple Channel
Integrate
Optimise/Personalise
Data Insight Content Personalisation Delivery
Triggered (SCV)PersonalisedDynamic ContentCustomer Journeys
WebBehavioural emailTriggered (Web events)Surveys/PreferencesSegmentationeCatalogue
Social email
Mobile email
Mobile/Tablet friendly
Email to drive social trafficShareable contentContent-driven email list buildTriggered (Social events)
Mobile Web
Mobile App
Social Campaigns
On-line PR/BrandAcquisition/ConversionAdvocacy/ReferralEngagementPhoto/Video
On-line Lead Generation
SEO/Natural Search/Link BuildingPPCInbound OptimisationDynamic Merchandising
mCommerce
Geo-fencing/In-storeLocal Promotions/OffersSelf ServicePOPPush Notifications
Optimised email
Integrated email
Multichannel Campaigns
Social CommerceIn-line PurchasePaymentFulfilment
Voice of CustomerSurveys/CSQUser ReviewPreference Centre
On-site/Off SiteReputation ManagementContent CurationForum ModerationSegmentation
Community Management
In Store
Digital Signage Loyaltye-receipt EventsE-Tags/RFID QR CodesPOP/POS Promo Store Info.Assisted Selling Availability
Personalise
Data Drives Decisioning (Trigger + Content)
Big Data e.g. Devices, Stock, Price or Location
Content Drives Variable Messaging
User Generated
*Price Comparison*
InteractiveOn line Help
*
User Reviews/Ratings (Third Party
Site)
*Resort Guides/
Product Selection *Product/Price Configurator
*AvatarCentrally Generated
Static Interactive
*
User Group/Special Interest Group
Forum*
Image/VideoSharing
*News/Editorial
*Education/Information
*FAQs
*Staff/Traveller
Blogs
*Traveller
Blogs
*Instant
Messaging
*Product Guides
Features/Benefits/Price
*Promotions/
Vouchers
*3G Phone
Apps
*Transactional/Product Usage
*Recommendations/
People Who Bought ..
*Collaboration Tools
e.g. Travel Wiki
*Votes/Polls
*Competitions
*Referral
*User Reviews/
Ratings (On-site)
*Airline/ Airport
*Car Hire/Hotel
1 – Prospect 3 – Lost Customer
Re-Enticement
Acquisition
Loyalty / Rewards
Welcome
Cross-sell Up-sellLow Activity trigger
Reactivation
Win Back
2 – Current Customer
Customer LifecycleCustomer Lifecycle
Awareness• Search / PPC• Multi-channel exposure• Word of mouth• Media• Travel reviews …
Acquisition• Hand raiser• Registrant• Email responder• Survey completer• Competition entrant• Social participant
Welcome• On-boarding• Preference gathering• Nursery programme• Entrench
Cross-sell Up-sell• Use opportunities• Evaluate and Improve• Respect conversation
Loyalty Rewards• Reinforce • Reciprocate• Advocate
Low Activity trigger• Likelihood to attrite• Reminder (benefits)• Enticements• Identify timewasters
Reactivation• Go for the good• Reactivation series• Anniversary trigger• Exit Management
Win Back• Identify returning customers• Re-enter modified lifecycle based on history
Awareness
Right Time
Customer Journey
Purchase Cycle
Purchase Cycle
Purchase Cycle
Events :Customer; Purchase; email; On-line; Social; Other
Prospecting Conversion Lapsed
Email 2-Extra
incentive
Month 1
Resend
Email send
Email 3- Extra incentive
Offer ending
Non open
Unsubs
Open, click, subscribe
Open, click, subscribe
Open, click, subscribe
Unsubs
Non open
Month 2 Month 3 Month 4
Telesales – High Value
Direct Mail – Medium
Email 5- Survey
Open/Click
Abandonedsubscribe
Open/Click
Abandonedsubscribe
Loyalty Programme
Example Comms Flow - Conversion
Post Card – Low Value
Unsubs
Non open
Open/Click
Abandonedsubscribe
Prospect Programme
Email 4- Extra incentive Offer extension
Personalisation Works
Source : Marketo
Quality versus Quantity
Personalisation WorksSegmented + Personalisation
Open Click Thru Open Click Thru
eNewsletter 16 % 2 % 44 % 9 %
Targeted Promotions (000s)
23 % 3 % 32 % 4 %
Mass Promotions (From 100,000s to several 10,000s)
26 % 4 % 72 % 16 %
Source : Travel Client over 12 months April ‘12 to March ‘13
Examples
Email and Web Integration (Product Events)Purchase Dispatched +7dAs someone who has recently
purchased a camera from Amazon, we thought you’d like to see a selection of our latest and greatest accessory offers
+14d
As someone who has recently purchased a digital camera, we thought you might like to know about our great range of stylish digital photo frames ….
+21d
As someone who has recently purchased a camera, we thought you might like to know about the following offers on accessories
Email and Web Integration (On-line Events)As someone who has recently browsed our range of Garmin products or purchased fitness equipment , we thought you might be interested in our great deals on a selection of Garmin Forerunners, sports watches and more
As someone who has shown an interest in our selection of business and office software , we thought you might like to know about the following offers
Email and Social
Social Data Access - Permissions
Service
Marketing
Social
Sales
Sales
Sales
Social
Social
Social
Sales
Sales
Sales
Marketing
Sales
Marketing
Key Points
1. Technology barriers have gone – it’s Marketers holding things up !
2. Aim higher with personalisation3. Aim wider with channel integration4. Keep customers at the heart of the design
process5. Test, measure and refine. Then do it again.
And again. And again …..