The Standalone Email Is Dead?
The Standalone Email Is In Full Force  <ul><li>Clients use stand alone email to: </li></ul><ul><ul><li>Clear inventory/ann...
But The Standalone Email Is Changing – Getting Smarter <ul><li>Companies moving to standardized templates to reduce costs ...
Basic Email Decision Engine  Marketing DB  <ul><li>Daily Updates of: </li></ul><ul><li>Authorization changes </li></ul><ul...
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]
Upcoming SlideShare
Loading in …5
×

Jose Cebrian

460 views
435 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
460
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 06/06/09
  • Jose Cebrian

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

    ×