Slide share sexy email event gianfranco cuzziol 210611


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  • First of all thanks to Lexi & Simon for inviting me back to present this year.Did anyone see me present last year?For those of you who don’t know I had the pleasure of working with eCircle last year – and now head up eCRM at EHS 4D..A competing hashtag…and there is prize for the tweeter who uses it the most during the session alongside my twitter handle Ok… a few words of apology..I apologise for not looking or sounding or even acting Italian. For those of you who were expecting that...I give you..
  • B is for BrandOf course the Brand is important and no Marketer in his or her right mind would argue differently. Emotion stills plays an important role. Ask the Harley Davidson fan who has the Harley logo tattooed on themAnd the Brand has to be conveyed throughout the eCRM experience. In football there is a saying that it only takes a second to score a goal. It takes just as long to score an own goal!Ultimately the message is a combination of the Brand, The Purpose of the Communication, and the Attributes of the Channel being usedAnd lets not forget that Consumers don’t think Channel, Multichannel. On or offline…they think Brand
  • Photos taken from here: for “diptych”.
  • We live in a world where essentially many consumers are on e click and thirty seconds away from knowing anything, having their voice heard, doing and buying anythingAs Marketers we want to Engage this Connected Audience
  • so..let me set some markers about eCRM
  • A is for Ancient Greeks, Not often you read the words Ancient Greeks when in conversation about eCRM, in particular my old friend Aristotle .Of course the Ancient Greeks were great debaters and held their famous ‘Symposia’. Aristotle talked about the Art of Persuasion and he boiled success down to 3 factors
  • Using the right level of detail is important. Use too little and you can end up just creating caricatures of your audience that exaggerates certain characteristics that are misleading
  • Q is for Quiet...I want to be aloneAs with any conversation, there are periods when silence is golden. Do I really want a message from you every day trying to sell me another laptop when I only bought one last month? How often do you think I buy expensive pieces of IT as a consumer?We can’t expect the consumer to want to constantly engage with us so we need to ensure that our eCRM takes into account the customer journey specific to the product and services we provide.
  • Photos taken from here: for “diptych”.
  • Slide share sexy email event gianfranco cuzziol 210611

    1. 1. 21 June 2011 – GianfrancoCuzziol<br />Amsterdam – The Netherlands<br />#sexyemail11<br />
    2. 2. @iamgfc<br />What Makes Email Sexy? <br />Data or Creative?<br />Gianfranco Cuzziol<br />Head of eCRM<br />
    3. 3. Or<br />Lazy Marketers Create <br />Email Newsletters<br />@iamgfc<br />
    4. 4. @iamgfc<br />
    5. 5. @iamgfc<br />
    6. 6. @iamgfc<br />
    7. 7. @iamgfc<br />It’s not about speadsheets,<br />test cells, RFV, <br />paralysis by analysis<br />
    8. 8. a<br />new<br />world<br />@iamgfc<br />
    9. 9. completely connected<br />@iamgfc<br />
    10. 10. multi-platform<br />@iamgfc<br />
    11. 11. 6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm<br />Home Travel Work Travel Home<br />Radio<br />Tablet<br />Mobile<br />PC<br />TV<br />Paper<br />multi-tasking<br />@iamgfc<br />
    12. 12. multi-touchpoint<br />@iamgfc<br />
    13. 13. just what I like<br />
    14. 14. just the way I like it<br />
    15. 15.
    16. 16. a new breed<br />of<br />connected customer<br />@iamgfc<br />completely connected, multi-platform, multi-tasking, multi-touchpoint, just what I like, just the way I like it,<br />
    17. 17. Click &Know<br />Click & Say<br />Click & Do<br />Click &Buy<br />@iamgfc<br />it starts with a click<br />
    18. 18. deeply data-driven<br />
    19. 19. @iamgfc<br />
    20. 20. Data<br />Data<br />Data<br />3 Fundamental elements of eCRM<br />@iamgfc<br />
    21. 21. @iamgfc<br />
    22. 22. @iamgfc<br />
    23. 23. @iamgfc<br />it’s not rocket science<br />
    24. 24. ‘Conversation :’an exchange of opinions, ideas, and feelings ‘<br />
    25. 25. @iamgfc<br />
    26. 26. @iamgfc<br />
    27. 27. @iamgfc<br />15%<br />19%<br />15%<br />12%<br />5%<br />15%<br />27%<br />
    28. 28. an<br />old<br />world<br />@iamgfc<br />
    29. 29. @iamgfc<br />
    30. 30. @iamgfc<br />Credibility & Trust<br />Emotions and Passion<br />Consistency and Logic<br />
    31. 31. @iamgfc<br />be wary of creating caricatures<br />
    32. 32. @iamgfc<br />
    33. 33. @iamgfc<br />
    34. 34. @iamgfc<br />Brands can open up the inbox,<br />but only positive experiences will keep them open<br />
    35. 35. @iamgfc<br />
    36. 36. @iamgfc<br />
    37. 37.
    38. 38.
    39. 39. @iamgfc<br />
    40. 40. @iamgfc<br />If you wish to persuade me, <br />you must think my thoughts, <br />feel my feelings, <br />and speak my words<br />Cicero<br />
    41. 41. @iamgfc<br />
    42. 42.
    43. 43.
    44. 44.
    45. 45. So, <br />Now they know I have indicated a <br />preference for mens clothing<br />
    46. 46.
    47. 47.
    48. 48. So, <br />They know I have indicated a <br />preference for mens clothing<br />But now I have actually bought <br />some mens clothing<br />
    49. 49. @iamgfc<br />
    50. 50. @iamgfc<br />
    51. 51. @iamgfc<br />Better three hours too soon, <br />than one minute too late.<br />William Shakespeare<br />
    52. 52. @iamgfc<br />
    53. 53. Why use Data to Segment and Create Relevancy?<br />‘relevance drives 60% of consumers who make immediate email purchases’<br />Jupiter Research<br />‘marketers that leverage data from off line channels can generate 3x more revenue from their email program’<br />Jupiter Research<br />‘relevant emails drive 16x more revenue than traditional broadcast mailings’<br />Jupiter Research<br />‘alignment with consumer interests is the number one driver of email opens,’<br />Forrester Research<br />‘non relevant mailings are the top reason why consumers opt out of email,’<br />Forrester Research<br />Targeted emails generate on average over 4x the revenue of non targeted emails<br />Forrester Research<br />
    54. 54. easyJet - using data to drive dynamic content<br />
    55. 55. easyJet - using data to drive dynamic content<br />Challenge:<br /><ul><li>How to prove the case that targeting content and offers by segment can generate incremental gain</li></ul>Process:<br /><ul><li>Customer Trip Segmentation was built across all European markets and 32 million customers
    56. 56. A 12 week test in the German market (1 email every 2 weeks = 6 sends)
    57. 57. Each segment would receive completely bespoke content and offers
    58. 58. Images sourced according to segment profile and text written with segment in mind
    59. 59. Control cell receives standard ‘vanilla’ content over same period</li></li></ul><li>Family Summer Holidays<br />Business travellers<br />easyJet - product, image, copy and offer are all segment specific <br />
    60. 60. Lapsed - Survey <br />Summer holidays<br />easyJet - creates relevance using segment and status<br />
    61. 61. Results<br />The segmented emails saw:<br /><ul><li>12.4% uplift in open rate
    62. 62. 21.5% uplift in click rate
    63. 63. 8.1% click to open ratio
    64. 64. 50.9% uplift in revenue per email delivered</li></li></ul><li>@iamgfc<br />The wise are instructed by reason, <br />average minds by experience,<br />the stupid by necessity <br />and the brute by instinct.<br />Cicero<br />
    65. 65. @iamgfc<br />20%<br />of all email is opened on a mobile device<br />Source : Liveintent<br />
    66. 66. Layout - design for skimming, design for different formats (email/smartphone, iPad, etc.)<br />Using Media Queries to deliver the correct format of email<br />for your subscriber<br />Smartphone 320px<br />Tablet 768px<br />Desktop 1600px<br />The Economist – 4 pages<br />
    67. 67. @iamgfc<br />All which is beautiful and noble <br />is the result of reason and calculation<br />Charles Baudelaire<br />
    68. 68. Lights out Marketing – Changing Behaviour<br />Re-purchase <br />trigger<br />VIP<br />Lapsed Programme <br />Weekly BAU<br />Birthday Email<br />Website browse<br />trigger<br />Product lifecycle<br />Product review<br />Abandon Basket<br />By overlaying a series of communications <br />at moments of highest engagement, <br />we can influence the lifecycle<br />Social Alerts<br />Welcome<br />Education /<br />Nursery Programme<br />
    69. 69. @iamgfc<br />
    70. 70. Target emails to the customer lifecycle stage and build anticipation<br />Queue Less Pre-Booking Program<br /><ul><li>Sequence of 7 emails sent before arrival at the parks
    71. 71. Objective to cross-sell / pre-book activities during the customers stay at the park</li></li></ul><li>Using behaviour used to personalise the content<br />v1<br />v2<br />v3<br /><ul><li>Segments used to tailor the Hero product
    72. 72. Browse behaviour used to tailor the side offers
    73. 73. Season/Event used to tailor the bottom banner</li></li></ul><li>@iamgfc<br />
    74. 74. @iamgfc<br />
    75. 75. @iamgfc<br />
    76. 76. There is no such thing as best practice Me<br />
    77. 77. This is Art<br />This is Email<br />
    78. 78. @iamgfc<br />and<br />or<br />
    79. 79. Hierarchy of Testing<br />
    80. 80. Multivariate Testing<br />@iamgfc<br />3 Headers<br />3 CTAs<br />increase of conversion: 62%<br />Case Study from 8seconds on behalf of DVDPost<br />
    81. 81. Lazy Marketers Create <br />One Size Fits All<br />Email Newsletters<br />@iamgfc<br />
    82. 82. @iamgfc<br />
    83. 83. @iamgfc<br />
    84. 84.
    85. 85. We need to go where our customers are having conversations<br />eMail should not be treated in isolation<br />
    86. 86. @iamgfc<br />Dank u !<br />
    87. 87. @iamgfc<br />