Jose Cebrian
Upcoming SlideShare
Loading in...5
×
 

Jose Cebrian

on

  • 418 views

 

Statistics

Views

Total Views
418
Views on SlideShare
418
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 06/06/09

Jose Cebrian Jose Cebrian Presentation Transcript

  • The Standalone Email Is Dead?
  • The Standalone Email Is In Full Force
    • Clients use stand alone email to:
      • Clear inventory/announce sales and special offers
      • Promote upsell/cross sell options after recent purchase
        • Very prominent in publishing
      • Follow-up on website interest/“intent”
      • Reengage silent unsubscribes
      • Reactivation tactic for lapsed subscribers
      • Sell in-email advertising
      • Offer weekly updates on products and services only through email
    Email is a lever used to drive immediate business results
  • But The Standalone Email Is Changing – Getting Smarter
    • Companies moving to standardized templates to reduce costs and time to market
      • “ Postcard” emails are used infrequently
      • Publishers don’t want to have to engage design for every newsletter
      • Want to be able to act quickly in a lull
      • Focus on conversion vs. “cool”
    • Email is significantly more personalized through data and technology
      • Greater use of front-end scripting to apply rules to segments (e.g. local events)
      • Source of address
      • Email activity
      • Clickstream data
      • Online/offline purchase data
      • Collaborative filtering technology
      • Decision engines
    • Greater focus on lifecycle communications, especially for subscription services and those with a limited offline presence
      • Onboarding via email only
      • Messaging continuum from benefits to transactional as renewal approaches
  • Basic Email Decision Engine Marketing DB
    • Daily Updates of:
    • Authorization changes
    • All transactions (online/offline)
    • DM response history
    • Email response history
    Decision Engine Who? What? When? How?
      • Why?
      • Smaller, more targeted segments
      • “ Lights out”
      • 55% lift in open rates; 84% lift in click through rates
      • 37.2% increase in RPE
    Rules Based Personalization Email
  • Life Cycle Messaging Key:
  • Lifecycles Made Easy Drag-and-Drop Flow Design Conditional Branching Timed Delays
  • Thank you! Jose Cebrian Group Director 917-510-8373 [email_address]