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Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
Building an email marketing strategy from zero to best in class   nick gold - emailvision - online retailer 2012
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Building an email marketing strategy from zero to best in class nick gold - emailvision - online retailer 2012

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  • 1. The Global SaaS Leader in Relationship MarketingBuilding an EmailMarketing Strategyfrom Zero to Best inClassJuly 2012Nick GoldEmailvision www.emailvision.com
  • 2. Agenda – best practice building blocks●  Introduction - goals●  Build quality member data●  Segmentation●  Develop relevant programs●  Automate●  Maximise Results●  Conclusion and Questions www.emailvision.com
  • 3. What is our goal as marketers? www.emailvision.com
  • 4. Practical advice from Emailvision’s global clients. How do some marketers see big data? www.emailvision.com
  • 5. Where do you start? www.emailvision.com
  • 6. How marketers see dataMember data? Collect at every opportunity! www.emailvision.com
  • 7. Member data- build quality listsGrowing Lists●  Grow list at every contact point ● Incentive for sign up ● Make sign up easy ● What are they signing up for? ● Forward-to-a-friend
  • 8. Build quality dataAdding Value●  Unsubscribe feedback ● Two-stage sign-up process ● Preference centre
  • 9. Build quality dataAdding Value●  Unsubscribe feedback ● Two-stage sign-up process ● Preference centre ● Data capture form ● Update links ● Active/non active members
  • 10. Segment to maximise your data potential. Customer intelligence…….. “The management and analysis of customer data from all sources, used to drive marketing performance and business strategy” Forrester, 2011 www.emailvision.com
  • 11. Customer IntelligenceEnables marketers to:●  Rapidly query thousands or millions of records to display customer segments that can be used for marketing●  Explore detailed profile data including purchase behaviour, location and responsiveness to past marketing campaigns●  Test and adapt new campaign strategies in real-time●  Maximise customer retention and cross-sell opportunities
  • 12. Customer Intelligence Identify new target groups using dynamic drag and drop segmentation and query tools www.emailvision.com
  • 13. Customer Intelligence Identify and target subscribers based on their geo-location as well as their relationship to the brand www.emailvision.com
  • 14. Preference data Transactional data Opener data Click-through data Location data Demographic dataHigh spender data www.emailvision.com
  • 15. Signed up for the newsletter, Purchased 2 tickets to checked a preference for sports Perth in 2011Opened the last 3 email campaigns Click-through on the last email campaign Member of the loyalty program in Melbourne Male and bought a winter Purchased designer jacket 4 months ago shoes last month www.emailvision.com
  • 16. Develop Relevant ProgramsSimple Tactics● Get the categories right ● Clothing retail = male/female● FMCG = purchase value● Holidays = family/children● Retail = product
  • 17. Develop Relevant Programs ●  Sony monthly newsletter Alpha product information: Alpha  product  information:   Product  code  begins  with   with Product code begins AMC   AMC Camera product information: Camera  product  information:   Product  code  begins  with   with Product code begins CAM   CAM Generic  product  information:   Generic product information: Product  code  is  null   Product code is null
  • 18. Develop Relevant Programs ●  E* quarterly statements Personalisation strings: Based on values in the members profiles Alpha  product  information:   Product  code  begins  with   AMC   Points over Points under Switch statements used to dynamically insert content based on member points
  • 19. Develop Relevant Programs ●  Hotel Connect post travel Alpha  product  information:   Product  code  begins  with   AMC   Amsterdam Budapest Switch statement used to dynamically insert images based on recent destination
  • 20. Enhance relevancy with Automation ●  Proactive delivery of content ●  Precise delivery of content ●  Efficient and effective marketing department
  • 21. Automation●  Quick wins ●  Reactivation ●  Customer satisfaction ●  Time to lapse ●  Triggered reminders
  • 22. Automation●  Full lifecycle management
  • 23. Registration Welcome and guarantee information Thank You – Product SurveyBack to Basics with Email Marketing Movies and Blu-Ray Disc The Global SaaS Leader in Email & Social Marketing Bring the cinema home Automating email marketing Expand your Horizons Your life in HD Sony Home Entertainment Lifecycle Bring gaming to life Experience the future now
  • 24. Maximise Results●  90% of email sent in 2011 was SPAM●  Hotmail sees 8m new IP addresses everyday. Good? Bad?●  Do the basics right!●  Build and manage your brand / IP reputation● Manage data, volume, frequency, message structure, subject line, content mix, language.●  Data Management ● Remove hard bounces after 1 attempt, deal with complaints, manage soft bounces, honor unsubscribes ● Don’t mail to very old lists. And try to build lists organically. ● Validate by sending welcome messages or double opt in. Revalidate regularly
  • 25. Maximise Results●  Test message structure and offers ●  Test regularly with a live test tool before you send ●  Monitor campaign success and tweak to get the best score from ISP’s
  • 26. Maximize Results●  In 2012 relevancy is key●  ISP’s now monitor member inbox behavior. ●  Ensure delivery to inbox not junk ●  Achieve opens ●  Segment ●  Personalize ●  Automate ●  Make it relevant.
  • 27. Who is Emailvision? •  International leader in marketing automation •  Offices in 22 countries •  750 employees •  4500 clients •  100 new clients / month •  $100M+ annual revenues •  Sending 500,000 global campaigns / month •  The 1st company to deliver SaaS Customer Intelligence •  Recognition as a technology leader by: www.emailvision.com
  • 28. Our Mission Integra0on   Emailvision APIs   powers smart Email  email, mobile andsocial campaigns Customer that delivers Intelligence results for our clients Custom  Applica.ons   Custom  Apps   www.emailvision.com
  • 29. Summary●  Develop a plan. Success does not happen by luck.●  Get the basics right ●  Build good data ●  Segment ●  Personalize ●  Make it relevant ●  Monitor deliverability carefully and ensure relevancy into the inbox.
  • 30. Find out more – Ask Permission - Exclusive Australian partner -  Visit stand 1400 opposite conference entrance -  Pick-up white paper -  Watch demonstration -  Call (02) 8024 5400

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