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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:http://www.flickr.com/photos/jasontravis/with/4206660697/Search 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:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for “diptych”.

Transcript

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