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One 2 One email marketing


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The presentation made by Cabestan-Canada during its business breakfast in Montreal on One to One email Marketing

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One 2 One email marketing

  1. 1. Speaker : Anton Panaitesco CEO Paris London Montreal Madrid New York
  2. 2. Benefits of email marketing
  3. 3. <ul><li>A direct channel of communication </li></ul><ul><ul><li>The advertiser addresses directly the customer/prospect. </li></ul></ul><ul><ul><li>The advertiser sends out a specific message with a clear call to action. </li></ul></ul><ul><li>A powerful channel </li></ul><ul><ul><li>The entire process is short and there might be only a few hours between the choice of the message to address and the time when the client gets it. </li></ul></ul><ul><ul><li>It is possible to reach a massive number of persons almost instantly. </li></ul></ul><ul><li>An inexpensive channel </li></ul><ul><ul><li>Low broadcast costs. </li></ul></ul><ul><ul><li>No print costs. </li></ul></ul>Benefits of email marketing
  4. 4. Direct marketing responsibilities
  5. 5. <ul><li>Get permission </li></ul><ul><ul><li>It is absolutely compulsory to get the user’s permission (optin) before sending him information. </li></ul></ul><ul><li>Show respect to your subscribers </li></ul><ul><ul><li>Never lie to your subscribers </li></ul></ul><ul><ul><li>Always allow your subscribers to unsubscribe easily </li></ul></ul><ul><li>Show respect to the email addresses providers </li></ul><ul><ul><li>Take the bounce messages from email providers into account. </li></ul></ul><ul><ul><li>Subscribe to available feedback loops (complaints feedback). </li></ul></ul>Direct marketing responsibilities
  6. 6. Challenges
  7. 7. <ul><li>The database </li></ul><ul><ul><li>A database is like a human being, it grows old and you need to feed it on a regular basis. </li></ul></ul><ul><li>The message </li></ul><ul><ul><li>The message has to match as closely as possible what your subscribers expect when they subscribe to your list. </li></ul></ul><ul><ul><li>Put a clear call to action in your messages to optimise your ROI. </li></ul></ul><ul><ul><li>Do not drown your subscribers in a flow of information, stay concise. </li></ul></ul><ul><li>Deliverability </li></ul><ul><ul><li>Play by the rules with ISPs and subscribers </li></ul></ul><ul><ul><li>Chose the right Email Service Provider. </li></ul></ul>Challenges
  8. 8. Towards one 2 one marketing
  9. 9. <ul><li>The finding </li></ul><ul><ul><li>The bulk sending of a generic message to an entire distribution list is less and less efficient due to the massive amount of email advertising people are exposed to. </li></ul></ul><ul><ul><li>The over segmentation of the database can lead to a drop in your marketing force. </li></ul></ul><ul><li>The solution </li></ul><ul><ul><li>Personalise the content of your messages </li></ul></ul><ul><ul><li>Adapt you communications to the profile of your recipients </li></ul></ul><ul><ul><li>Take good care of your subscribers’reaction </li></ul></ul><ul><ul><li>Enter a transactional and scenarised email strategy </li></ul></ul>Towards one 2 one marketing
  10. 10. Personalisation
  11. 11. <ul><li>Why ? </li></ul><ul><ul><li>To give the subscriber the feeling that he is unique and that the offer he receives his for him only. </li></ul></ul><ul><ul><li>Use personalisation for shop tracking purposes (bar codes, unique codes and coupons). </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Simple personalisation </li></ul></ul><ul><ul><ul><li>Name, first name, salutation, bar code… </li></ul></ul></ul><ul><ul><li>Advanced personalisation </li></ul></ul><ul><ul><ul><li>Loyalty points reminder, order reminder/confirmation, cross-selling,… </li></ul></ul></ul>Personalisation
  12. 12. <ul><li>Why ? </li></ul><ul><ul><li>Because all your clients / subscribers have different tastes, preferences and expectations and that you need to adapt your message to match all of these to make sure you get your subscribers’ attention. </li></ul></ul><ul><ul><li>Conditional content can also be used for cross-selling and up-selling. </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Identify the different types of populations in your DB. </li></ul></ul><ul><ul><li>Create different messages or blocs for each population. </li></ul></ul><ul><ul><li>Tweak the message according to the users’ profile. </li></ul></ul>Conditional content
  13. 13. <ul><li>Why ? </li></ul><ul><ul><li>It’s a fully automated type of communication. </li></ul></ul><ul><ul><li>You follow your client through all key moments of his relation with your brand. </li></ul></ul><ul><ul><li>You keep a constant dialog with your clients </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Identify key touch points when an interaction between your brand and it’s clients have a real added value. </li></ul></ul><ul><ul><li>Evaluate the potential in each step of the client’s life cycle </li></ul></ul><ul><ul><li>Capitalise on this potential to optimise the revenue and client satisfaction </li></ul></ul>Transactional and scenarised email marketing
  14. 14. Personalised email examples <ul><li>According to hosted data </li></ul><ul><ul><li>Demographic data. </li></ul></ul><ul><ul><ul><li>Last name </li></ul></ul></ul><ul><ul><ul><li>First name </li></ul></ul></ul><ul><ul><ul><li>Address </li></ul></ul></ul><ul><ul><ul><li>Unique bar code </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul><ul><ul><li>Behavioural data. </li></ul></ul><ul><ul><ul><li>Purchase date </li></ul></ul></ul><ul><ul><ul><li>Last connexion date </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul>
  15. 15. Dynamic email examples <ul><li>The same email </li></ul><ul><ul><li>Different for every one. </li></ul></ul><ul><ul><li>Tweaked according to behavioural or demographic data. </li></ul></ul>
  16. 16. Scenario example
  17. 17. <ul><li>CEach Database is different, hence it will react in a different way; it is important to know well your DB to optimise the way you interact with it. </li></ul><ul><li>The good timing </li></ul><ul><ul><li>Choose the correct day of the week </li></ul></ul><ul><ul><li>Adapt the broadcast frequency </li></ul></ul><ul><li>The proper message </li></ul><ul><ul><li>Identify product types or bargains with the higher transformation rate </li></ul></ul><ul><ul><li>Adapt the design and the rendering of your messages </li></ul></ul><ul><ul><li>Identify active subscribers / clients </li></ul></ul><ul><li>The right strategy </li></ul><ul><ul><li>Use all available tracking tools to get a better reading of your results. </li></ul></ul>Capitalise on your knowledge
  18. 18. <ul><li>Behavioural analysis </li></ul><ul><ul><li>This is the most relevant information about your subscribers </li></ul></ul><ul><ul><li>Allow you to follow up on your clients on several different channels </li></ul></ul><ul><ul><li>Will lead you to unify the client management on all available channels (Online, shops, email, phone,…); </li></ul></ul><ul><li>The mega database. </li></ul><ul><ul><li>Aggregate and centralise client data </li></ul></ul><ul><ul><li>Get an overall view of the client relationship </li></ul></ul><ul><ul><li>Capitalise on the client response to each and every communication channel. </li></ul></ul><ul><ul><li>Establish a real multi-channel strategy. </li></ul></ul>To push things forward
  19. 19. <ul><li>Canada </li></ul>Our clients <ul><li>World wide </li></ul>Years of experience made us build up a network of satisfied clients in industries as different as public institutions, banks, service providers luxury brands, e-commerce, retail, web agencies and so many more…
  20. 20. Thank you ! Cabestan Canada 1450 City councillors Suite 425 Montreal, QC H2A 3E6 – Canada Tel : 1 877 787 1769 Fax : 514 666 1087 Site : Paris London Montreal Madrid New York