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Email & Mobile Strategy

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Defines the best practices and benchmarks for online strategy and email campaigns.

Defines the best practices and benchmarks for online strategy and email campaigns.

Published in: Technology, Business
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  • 1. EMAIL & MOBILE STRATEGY
  • 2. •  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  
  • 3. •  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  
  • 4. •  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  
  • 5. •  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  
  • 6. •  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  
  • 7. Benchmarks  for  Personaliza8on   7   Paris  -­‐  04  May  2009   Source  :EMAIL  MARKETING   METRICS  REPORT  JULY  -­‐   DECEMBER  (H2)  2008  by  Mailer   Mailer  
  • 8. Benchmarks  for  Personaliza8on  
  • 9. Benchmarks  for  Personaliza8on  
  • 10. Benchmarks  for  Personaliza8on  
  • 11. Download the Complete Presentation for $45 at Consulting Café. hVp://www.consul1ngcafe.com/products/e-­‐strategy-­‐business-­‐model  

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