While 64% of marketers rate email marketing as the most effective channel and 57% planning to increase their email marketing budget this year, most marketers still see open rates and click through rates dropping. To help you rock your email marketing performance, we came up with the email marketing maturity model that includes 6 simple steps.

1. 1
How to reach maturity in Digital Marketing –
from Newsletters to omni-channel customer experience
Julia Touzin, Marketing Consulting International
25th May 2016

2. 2
1. Introduction
2. La maturité en marketing digital
3. Déliverabilité et contenu
4. Personnalisation
5. Trigger marketing
6. Marketing Contextuel et Omnicanal
What we will cover?

3. 3
Customer
© 2016 Teradata
Challenge for marketeers: Doing more with same resources?
Digital Marketer

4. 44
Best Practices to increase Digital Maturity

5. 5
Customer Experience
Data
integration
and usage
Planned campaigns
Trigger based
campaigns
Omni-channel
experience
Content
personalization
Context aware
engagements
Increase opt-ins
and data
© 2016 Teradata
Digital Marketing Maturity Matrix

6. 6
Customer Experience
Data
integration
and usage
© 2016 Teradata
Regular Newsletter to
Customers
Digital Marketing Maturity Matrix
Planned campaigns

7. 7
Customer Experience
Data
integration
and usage
© 2016 Teradata
Regular Newsletter to
Customers
Digital Marketing Maturity Matrix
Planned campaigns

8. 8 © 2016 Teradata
Sources : Google trends, Techtimes.com
Make sure the Email arrives at the inbox

9. 9
Pixel artText Tags + Tables
© 2016 Teradata
Engaging email content even without images

10. 10 © 2016 Teradata
Interactive content

11. 11
and
Source : Movable, chiffres USA
Content adapted to
newest devices 68%
of commercial emails have been
opened on a mobile device in
2015.
Revenues generated on mobiles
devices make over
25% of all email revenues email
30%
of email generated orders in Q4
2015

12. 12
and
Source : Movable, chiffres USA
Content adapted to
newest devices 68%
of commercial emails have been
opened on a mobile device in
2015.
Revenues generated on mobiles
devices make over
25% of all email revenues email
30%
of email generated orders in Q4
2015

13. 13 Matinale Digital Marketing – Paris, 17 mars 2016
Eyetracking – Simulate visual impact

14. 14
Which headline
position performs
better?
Which photo &
inforace position
performs better?
Which shop
position performs
better?
A/B testing Version A Version B
1
2
3
1
1
2
2
3
3
Performance of new
navigation & social button
position
Performance of new
headline & personallization
Performance of new photo
design
Performance of new inforace
design (animated)
Performance of new social
module
Performance of new footer
navigation

15. 15 © 2016 Teradata
Customer Experience
Data
integration
and usage
Collect contact data and individual
information of target audience
Digital Marketing Maturity Matrix
Planned campaigns
Increase opt-ins
and data

16. 16 © 2016 Teradata
Improve registration process

17. 17
• Objective: Build up direct relationship to target
audience
• Gain their contact opt-in and additional data on
preferences etc.
• Start regular communication to new contacts with
relevant information
© 2016 Teradata
Increase the number of new contact
addresses to start relevant direct
communication
Barbour success case:
• Barbour generated 49.700 new email addresses
from their target group and 450.000 clicks to its
website in one month

18. 18 © 2016 Teradata
Customer Experience
Data
integration
and usage
Using customer profile
information
to increase relevancy
Digital Marketing Maturity Matrix
Planned campaigns
Content
personalization
Increase opt-ins
and data

19. 19 © 2015 Teradata
Personalize content based on what you know about the individual
• Marriott wanted to do something that had
a more personal touch for their loyalty
program members
• Decided to use the data they have on
their members for the “Year in Review”
campaign
• "Even though there was no call-to-action
to go and do any booking, I think we
generated $2 million worth of revenue off
the campaign“

20. 20 © 2016 Teradata
Customer Experience
Data
integration
and usage
Offers based on
customer
behaviour, driving
engagement
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaigns
Content
personalization
Increase opt-ins
and data

21. 21
Customer Lifecycle Stages are one good source for triggers
Source: Forrester, Customer Life Cycle

22. 22
1. Abandoned Shopping cart
2. Follow-up/ New product surfed / clicked
3. Cross-sell post-purchase
4. Category view / clicked + Follow-up
5. Welcome pack
6. Weekly News
Incremental revenue / Effort for set-up
Trigger £$€ Drivers Relationship building Triggers
1. Transactional Message
2. Stock alerts / price drop - Wish list
3. Message declared interests
4. Anniversary / Birthday
5. Re-activation
Triggers messages priority

23. 23 © 2016 Teradata
Intensify relationship around transaction / usage time of the
product

24. 24 © 2016 Teradata
Customer Experience
Data
integration
and usage
Taking into
account
current
behaviour
and context
(e.g. location,
mood, click
behaviour)
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaigns
Content
personalization
Context aware
engagements
Increase opt-ins
and data

25. 25 © 2016 Teradata
Identifying individual context from data insights is key

26. 26 © 2016 Teradata
Take into account the „Moment“ of the user when opening the
email

27. 27 © 2016 Teradata
Customer Experience
Data
integration
and usage
Consistency
between all
channels &
messages
across all
touchpoints,
based on
customer profile
and context
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaigns
Omni-channel
experience
Content
personalization
Context aware
engagements
Increase opt-ins
and data

28. 28
Permission
Welcome
Browse
Abandon
Cross-
sell
Winback
Review
Channel
Conversion
Alert
Repurchase
Customer
service
Survey
Dynamic
offers
Recommendation
Transactional
Brand
awareness
Sign-on
Unknow
to known
Promotions
© 2016 Teradata
Choosing the best channel for each message

29. 29 © 2016 Teradata
Drive mobile app usage and engage mobile first users

30. 30
Get your customers signed up for digital communication through
SMS from the offline store
© 2016 Teradata

31. 31
Retarget specific segments from your contact base on Facebook
© 2016 Teradata
Matched Targets
Email contact list
Your Data
Facebook
People you know
on Facebook

32. 32
Multi-step and multi-channel approach to increase engagement
of campaigns
Promotion
campaign
© 2016 Teradata
Inbox? Open? Click?
Promotion
campaign
yes
no
Promotion
campaign
no
Re-targeting
no
Remainder
after x days
yes

33. 33
Data
integration
and usage
© 2016 Teradata
Digital Marketing Maturity Matrix
Planned campaigns
Trigger based
campaigns
Omni-channel
experience
Content
personalization
Context aware
engagements
Increase opt-ins
and data

34. 34 © 2014 Teradata
Relevance
Personal
Individual
experience
Automation
Data-driven
Profitable
relationships

35. 35 © 2016 Teradata
What’s next?
Get inspired with 7 Creative Email
Marketing Campaign Ideas (free
white paper)