One 2 One email marketing

Speaker : Anton Panaitesco CEO Paris London Montreal Madrid New York

Benefits of email marketing

A direct channel of communication
The advertiser addresses directly the customer/prospect.
The advertiser sends out a specific message with a clear call to action.
A powerful channel
The entire process is short and there might be only a few hours between the choice of the message to address and the time when the client gets it.
It is possible to reach a massive number of persons almost instantly.
An inexpensive channel
Low broadcast costs.
No print costs.
Benefits of email marketing

Direct marketing responsibilities

Get permission
It is absolutely compulsory to get the user’s permission (optin) before sending him information.
Show respect to your subscribers
Never lie to your subscribers
Always allow your subscribers to unsubscribe easily
Show respect to the email addresses providers
Take the bounce messages from email providers into account.
Subscribe to available feedback loops (complaints feedback).
Direct marketing responsibilities

Challenges

The database
A database is like a human being, it grows old and you need to feed it on a regular basis.
The message
The message has to match as closely as possible what your subscribers expect when they subscribe to your list.
Put a clear call to action in your messages to optimise your ROI.
Do not drown your subscribers in a flow of information, stay concise.
Deliverability
Play by the rules with ISPs and subscribers
Chose the right Email Service Provider.
Challenges

Towards one 2 one marketing

The finding
The bulk sending of a generic message to an entire distribution list is less and less efficient due to the massive amount of email advertising people are exposed to.
The over segmentation of the database can lead to a drop in your marketing force.
The solution
Personalise the content of your messages
Adapt you communications to the profile of your recipients
Take good care of your subscribers’reaction
Enter a transactional and scenarised email strategy
Towards one 2 one marketing

Personalisation

Why ?
To give the subscriber the feeling that he is unique and that the offer he receives his for him only.
Use personalisation for shop tracking purposes (bar codes, unique codes and coupons).
How ?
Simple personalisation
Name, first name, salutation, bar code…
Advanced personalisation
Loyalty points reminder, order reminder/confirmation, cross-selling,…
Personalisation

Why ?
Because all your clients / subscribers have different tastes, preferences and expectations and that you need to adapt your message to match all of these to make sure you get your subscribers’ attention.
Conditional content can also be used for cross-selling and up-selling.
How ?
Identify the different types of populations in your DB.
Create different messages or blocs for each population.
Tweak the message according to the users’ profile.
Conditional content

Why ?
It’s a fully automated type of communication.
You follow your client through all key moments of his relation with your brand.
You keep a constant dialog with your clients
How ?
Identify key touch points when an interaction between your brand and it’s clients have a real added value.
Evaluate the potential in each step of the client’s life cycle
Capitalise on this potential to optimise the revenue and client satisfaction
Transactional and scenarised email marketing

Personalised email examples
According to hosted data
Demographic data.
Last name
First name
Address
Unique bar code
…
Behavioural data.
Purchase date
Last connexion date
…

Dynamic email examples
The same email
Different for every one.
Tweaked according to behavioural or demographic data.

Scenario example

CEach Database is different, hence it will react in a different way; it is important to know well your DB to optimise the way you interact with it.
The good timing
Choose the correct day of the week
Adapt the broadcast frequency
The proper message
Identify product types or bargains with the higher transformation rate
Adapt the design and the rendering of your messages
Identify active subscribers / clients
The right strategy
Use all available tracking tools to get a better reading of your results.
Capitalise on your knowledge

Behavioural analysis
This is the most relevant information about your subscribers
Allow you to follow up on your clients on several different channels
Will lead you to unify the client management on all available channels (Online, shops, email, phone,…);
The mega database.
Aggregate and centralise client data
Get an overall view of the client relationship
Capitalise on the client response to each and every communication channel.
Establish a real multi-channel strategy.
To push things forward

Canada
Our clients
World wide
Years of experience made us build up a network of satisfied clients in industries as different as public institutions, banks, service providers luxury brands, e-commerce, retail, web agencies and so many more…

Thank you ! Cabestan Canada 1450 City councillors Suite 425 Montreal, QC H2A 3E6 – Canada Tel : 1 877 787 1769 Fax : 514 666 1087 Site : www.cabestan-canada.ca Paris London Montreal Madrid New York

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One 2 One email marketing

by Anton Panaitesco on Oct 07, 2010

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One 2 One email marketing — Presentation Transcript