Knocking down the Email    Strategy barrier       Tim Watson
Why this session?     What do you view as the main barriers to effective email marketing?Econsultancy Email Census 2012
A little bit about me
Business objectives        May-2012 Jun-2012 …               May      June      …                               July      ...
Email marketing objectives                   (examples)•   Grow permission database•   Move one time purchases to multiple...
Email marketing hierarchy  Business and                  Goal setting   marketing          Value        and   objectives  ...
Email marketing hierarchy  Business and   marketing   objectives
Email marketing hierarchy  Business and   marketing   objectives              Deliverability &          permission managem...
Email marketing hierarchy  Business and   marketing   objectives                 Message, copy &                    creati...
Email marketing hierarchy  Business and   marketing   objectives                    Contact &                    Relevance...
Email marketing hierarchy  Business and   marketing          Value   objectives                    Contact &              ...
Email marketing hierarchy  Business and                  Goal setting   marketing          Value        and   objectives  ...
Email marketing hierarchy  Business and                     Goal setting   marketing           Value          and   object...
What’s init for me?
What’s in it for me = Value
Email value proposition•   Be first to know•   Special offers•   Competitions•   Deals and savings•   Birthday gift•   Con...
Getting a head start
Give a little help
Areas of focus
AimSteve Jobs advice:    Focus on 3
How to focus and take aim
Map your customer journey                                    Regular                          One      purchase           ...
Scenario 1 vs 2                                  Scenario 1 Scenario 2Win-back lapsed           Lapsed                    ...
Database growth questions•   Value of an email address?•   What is growth per month?•   What is loss per month? What are c...
Prospect & one purchase•   When to use an incentive?•   What is the normal time before purchase?•   What is most common pr...
Regular customers•   What is the customer segmentation?•   Who are the best customers?•   What revenue % is from regular?•...
Customer segmentation                  Photo credit: CraigMarston Flickr
Customer insight1. Categorise products2. Collate customer transactions by categories3. Overlay customer profile
Transaction data drill-downAverage spend per customer per segment                   Customer criteriaProduct category   Ma...
Customer classification1. Demographic   – Population characteristics, age, gender, social class2. Preferences   – Own expr...
Customer classification (2)1. Geographic   – Area e.g. country, city, urban/rural, north-south2. Psychographic   – Psychol...
Campaign data drill downCampaign objective …Subject line       …                       Open   ClickALL                    ...
Data collection
Analysis of intervals          First      Last                                   Purchase          purchase   purchase    ...
Contact policy• Triggers and transactional   – Confirmation   – Welcome campaign series   – Abandon basket   – Replenishme...
OptimisationA       or         B                       >                       20%
Have a process   Define Objective                     Develop      Execute and               Create test                  ...
Have a planMonth 1 Month 2 Month 3 Month 4 Month 5 Month 6Subject   Subject     Calls to   Subject   Use of    Time ofline...
Metrics & measurement        £
How long will all this take?Very small list size                                                2 to 3 daysLimited number ...
Customer hierarchy        Value                     Signup     Contact &                  Message     Relevance   Message,...
Thank you for listeningQuestions?   Let’s connect…             • Twitter                – @tawatson             • LinkedIn...
Knocking down the Email Strategy barrier
Knocking down the Email Strategy barrier
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Knocking down the Email Strategy barrier

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Tim Watson, Independent Email Marketing Consultant

49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.

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Knocking down the Email Strategy barrier

  1. 1. Knocking down the Email Strategy barrier Tim Watson
  2. 2. Why this session? What do you view as the main barriers to effective email marketing?Econsultancy Email Census 2012
  3. 3. A little bit about me
  4. 4. Business objectives May-2012 Jun-2012 … May June … July Jun-2013 August
  5. 5. Email marketing objectives (examples)• Grow permission database• Move one time purchases to multiple• Reduce unsubscribes• Win-back• Get product reviews• Reduce abandoned baskets• Move DM to online• Improve customer insight
  6. 6. Email marketing hierarchy Business and Goal setting marketing Value and objectives evaluation Contact & Relevance Message, copy & creative Deliverability & Governance and integration permission management
  7. 7. Email marketing hierarchy Business and marketing objectives
  8. 8. Email marketing hierarchy Business and marketing objectives Deliverability & permission management
  9. 9. Email marketing hierarchy Business and marketing objectives Message, copy & creative Deliverability & permission management
  10. 10. Email marketing hierarchy Business and marketing objectives Contact & Relevance Message, copy & creative Deliverability & permission management
  11. 11. Email marketing hierarchy Business and marketing Value objectives Contact & Relevance Message, copy & creative Deliverability & permission management
  12. 12. Email marketing hierarchy Business and Goal setting marketing Value and objectives evaluation Contact & Relevance Message, copy & creative Deliverability & permission management
  13. 13. Email marketing hierarchy Business and Goal setting marketing Value and objectives evaluation Contact & Relevance Message, copy & creative Deliverability & Governance and integration permission management
  14. 14. What’s init for me?
  15. 15. What’s in it for me = Value
  16. 16. Email value proposition• Be first to know• Special offers• Competitions• Deals and savings• Birthday gift• Convenience• New product information• Value add content• Exclusivity & privileges
  17. 17. Getting a head start
  18. 18. Give a little help
  19. 19. Areas of focus
  20. 20. AimSteve Jobs advice: Focus on 3
  21. 21. How to focus and take aim
  22. 22. Map your customer journey Regular One purchase purchase Lapsing Prospect Signup LapsedScenario 1 1,000 7,000 15,000 2,000 5,000Scenario 2 10,000 1,000 12,000 2,000 25,000
  23. 23. Scenario 1 vs 2 Scenario 1 Scenario 2Win-back lapsed Lapsed 5000 25000 5% 250 1250 Existing regular 15000 12000 New regular 15250 13250Convert one time to regular One purchase 7000 1000 15% 1050 150 Existing regular 15000 12000 New regular 16050 12150
  24. 24. Database growth questions• Value of an email address?• What is growth per month?• What is loss per month? What are causes?• Address count with no email/permission?• What % web visitors signup?• How many opt-out during purchase?• Performance and value by signup source?• What incentives increase signup?• Have existing processes been optimised?• Have all contact points been reviewed?
  25. 25. Prospect & one purchase• When to use an incentive?• What is the normal time before purchase?• What is most common product?• What are most common first purchase?• What incentive to use?
  26. 26. Regular customers• What is the customer segmentation?• Who are the best customers?• What revenue % is from regular?• What revenue is from best?• How to cross sell based on history?• What sort of up sell?
  27. 27. Customer segmentation Photo credit: CraigMarston Flickr
  28. 28. Customer insight1. Categorise products2. Collate customer transactions by categories3. Overlay customer profile
  29. 29. Transaction data drill-downAverage spend per customer per segment Customer criteriaProduct category Male Female 25-35 … ALLA £12.00 £11.00 £23.00 £11.50B £2.00 £5.00 £0.80 £4.30C …
  30. 30. Customer classification1. Demographic – Population characteristics, age, gender, social class2. Preferences – Own expressed preference.3. Behavioural – Purchasing behaviour e.g. value of products, product category, loyalty, RFM4. Value – Lifetime value, last 12 months gross margin
  31. 31. Customer classification (2)1. Geographic – Area e.g. country, city, urban/rural, north-south2. Psychographic – Psychological factors e.g. lifestyle, personality3. Geodemographic – Combine the places where people live with their underlying characteristics and behaviour e.g. Acorn, Mosaic and Prizm4. Attitudinal and needs – Risk in financial services, views on gambling
  32. 32. Campaign data drill downCampaign objective …Subject line … Open ClickALL 15% 5%Male 10% 4%Female 20% 7%Single 8% 2%…
  33. 33. Data collection
  34. 34. Analysis of intervals First Last Purchase purchase purchase Quantity purchases interval (days) Sue 04/04/2011 15/01/2012 5 57.2 John 02/11/2011 04/04/2012 2 77 Nigel 03/12/2011 30/01/2012 1 58 Sarah 12/05/2011 25/10/2011 8 20.75 … Average 53.24 Standard deviation 23.5184% of people who buy again will do so withinperiod average+standard deviation. In this case76 days.
  35. 35. Contact policy• Triggers and transactional – Confirmation – Welcome campaign series – Abandon basket – Replenishment and reminders – Post purchase – Pre/post event – Web action response• Bulk email frequency• Follow up, non-openers & clickers.
  36. 36. OptimisationA or B > 20%
  37. 37. Have a process Define Objective Develop Execute and Create test Review what and tests and report hypotheses and whyoptimisation define cells results metric
  38. 38. Have a planMonth 1 Month 2 Month 3 Month 4 Month 5 Month 6Subject Subject Calls to Subject Use of Time oflines. lines. action lines. images. day/dayFrom Calls to size, Email Email of week.name. action placeme length format. copy nt. Offers.
  39. 39. Metrics & measurement £
  40. 40. How long will all this take?Very small list size 2 to 3 daysLimited number of products/servicesNiche marketOnline pure play businessSmall to medium list 3 to 6 daysWider range of products/services with limited distinct categoriesWider demographicOnline pure playMedium to large list 5 to 10 daysSeveral complementing categories of products/servicesIntegrated marketingOnline and offlineLarge list 10+ daysLarge range productsWide customer demograhpicMulti-channel integrated marketingOnline and offline
  41. 41. Customer hierarchy Value Signup Contact & Message Relevance Message, copy & Relevance creative Deliverability & Value. What’s in it forpermission management me
  42. 42. Thank you for listeningQuestions? Let’s connect… • Twitter – @tawatson • LinkedIn – http://uk.linkedin.com/in/tawatson • Web – www.zettasphere.com • Blogs – dmaemailblog.com/author/tim-watson/ – www.smartinsights.com/author/tim-watson/

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