The Digitals Awards2013Email MarketingRS Components - Supporting Material
Appendix 1 - Our Strategy• Email will become an effective LIFECYCLE means of customer contact through maximising volumes, and EVENT TRIGGERS tailoring content according to propensity to purchase, as well as technology. TECHNOLOGY PRODUCT DIRECT PURCHASERS• We will do this via the most cost effective means at our disposal, leveraging automation from INFLUENCERS Interact at all possible points.
Appendix 2 - Segmentation Model Our enhanced segmentation will take into account where we believe the contact sits in the purchase decision, and tailor email output dynamically to suit. LIFECYCLE ‘Welcome’ Nursery Retention Lapsing 19% of list 56% of list 25% of listPROPENSITY FOR DIRECT PURCHASE Direct £€ 42% of list TECHNOLOGY ~15% Key and Corp 58% Automated and dynamic offer 58% of list Indirect £€
Appendix 3 - Data flowData is merged in an Electrocomponents-hosted server via SQL. It is then transported via securelink in the Internet to Responsys. EC Network Internet Website eCommerce Server Responsys Compression Interact SAP SQL and Firewall SFTP encryption Coremetrics Virtual Private Server Δ HTTPS as a gateway generation Marketing Analysis
Appendix 4 - Ten event triggers Chosen due to their potential to generate revenue or enhance the customer experience Which have been prioritised A large number of potential Event Resulting in a top 10 for Triggers exist Revenue Triggers: Oppty vs. Ease of FY13 deployment CS/ CAS H 1 Quoted no conversion• Product research 3 5 Ease of deployment• Price, availability, quote 10 2 Abandoned online basket• New contact data • Field Sales New contact 6 2 change • Complaint/ feedback 7 9 3 Service useage• Order capture• Service support • Service/ account 4 1• Finance support question 8 4 Product Review • Business development • Contract negotiation Trade Counters 5 Browse online but does not• Price, availability, quote buy L• Order capture Ecommerce L Revenue opportunity H• Service support • Quote Relationship Triggers: Oppty vs. Ease of Associated technology cross• Order collection • Data sheet deployment 6 sell• Complaint/ feedback • Registration H • Data change 7 Propensity to buy or use • Abandoned basket 4 68 Ease of deployment Extended Range & • 1st time self service Product Plus 7 10 8 Low spending contact• Quote 3 52 911• Service support Internal Sales 1 9 Lapsing contact• Complaint/ feedback • • Portfolio call (Incoming) Portfolio call (Outgoing) 12 13 Marketing • Flexible pricing required 10 Change to technology• Campaign response • Order capture previously bought• Behaviour identified by • Complaint/ feedback data L L Relationship dependency H Size of bubble – volume
Appendix 5 – Campaign contact flow WELCOME PROGRAMME NURSERY PROGRAMME RETAIN PROGRAMME LAPSING PROGRAMME YNew Opted-in RS User Order? > 1 Order? 1st Welcome 1st Nursery 1st Lapsing Email Various Event TriggersWhen a new User registers Promotional Emails Y Y Ywith RS, they enter a contact Order? Order? Order?flow that triggers an emailbased on their position in the 2nd Welcome 2nd Nursery 2nd Lapsinglifecycle. EmailOnce they place their first Y Y Yorder, they enter in to a Order? Order? Order?pattern of event triggeredmessaging. 3rd Welcome 3rd Nursery 3rd Lapsing Email Y Y Order? Y Order? Order? No Order in 3 months? Bulk Lead Nurture
Appendix 6 – Implementation and evaluationImplementation• Due to the complexity of our programmes, we took a step-by-step approach, using pilot markets, to build, verify and deploy. Proposition owners from marketing functions in EMEA, UK and Electronics worked together to identify key lifecycle changes and event triggers to prioritise messages and maximise response.Evaluation and review• We continually monitor the number of customers we are engaging with, open rates, click through rates and how these are occurring, along with how many people are unsubscribing. We are ultimately interested in the value that our interventions are having on the customer base, performing a comparison between those receiving the e-mails and those that aren’t (see results section).
Appendix 7 – Trigger objectives and actions Each trigger has a clearly defined objective to be be measured againstEvent/ Description Objective Customer SegmentBehaviour Hi potential/Value All (The Rest) Nursery ProspectQuoted no Follow up to a quote where no conversion Increase conversion on all issued quotes by 6% Human touch E-mail Yes YesConversion has occurred (from 44% to 50%) in FY13Abandoned Customer adds a product to the online Achieve a conversion of 1% for online baskets that Human touch E-mail Yes YesBasket basket but does not proceed to order have been abandoned in FY131st Time service Encourage repeat use of a VAS that has To increase the percentage of 1st time FP users to E-mail E-mail Yes Nouse been used for the 1st time placing 4 orders through the service from 5% to Direct Mail Direct Mail 6% in FY13Product Review Ask customers to rate a product or products Obtain reviews from customers to: E-mail E-mail No No that they have recently purchased i) support SEO ii) assist other customers in purchasing decisionBrowse online but Where a customer views a product at line Achieve a same session order conversion rate of E-mail E-mail No Nodoes not buy level but does not proceed to add to basket 3% for e-mailable contacts that have viewed a or purchase product but not bought in FY13Associated A post sales follow up to highlight and Achieve a same session order conversion rate of E-mail E-mail No Notechnology cross encourage next order 3% for e-mailable contacts that receive a postsell purchase e-mail follow up in FY13Propensity to buy Highlight products/technologies/VAS that we Achieve a same session order conversion rate of E-mail E-mail No Noor use believe a customer should/could use 3% for e-mailable contacts that receive a propensity cross selling e-mail in FY13Low spending An incentive to low/non spending contacts to Deliver £1m incremental gross profit in FY13 from E-mail E-mail No Nocontact encourage the next order low spending customers Direct MailLapsing contact Where a contacts has deviated from their Reactivate an additional 5% of lapsing customers Human Touch E-mail No No ‘normal’ ordering pattern in FY13 E-mail/Direct Mail Direct MailChange to Encourage next order in a technology they Increase the AOF of contacts by demonstrating E-mail E-mail No Notechnology have previously bought from new products or changes in a technology through: Direct Mailpreviously bought i) NPI ii) Price changes/offers