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Jose Cebrian

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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]

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