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Data-Driven Email Marketing, Made Easy, dotMailer


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Data-Driven Email Marketing, Made Easy, dotMailer

  1. 1. Data-Driven Email Marketing, Made Easy How to double or even treble your email marketing response rates @dotMailer @SkipFidura #data A „Hitting the Mark‟ seminar, hosted by dotMailer and presented by dotMailer director Skip Fidura
  2. 2. Growing and enriching your database A step by step, practical plan @dotMailer @SkipFidura #data
  3. 3. What‟s the problem? • „Unclean‟ email lists • Not enough useful data on customers and prospects • Not enough focus on targeted, personalised content • Don‟t know where to start @dotMailer @SkipFidura #data
  4. 4. A practical step-by-step approach • • • • • • Your customer journey Touch point tracking Data ranking What‟s worth knowing Data hygiene, shelf-life and automation 15 ways to enrich your email lists @dotMailer @SkipFidura #data
  5. 5. Your customer journey • List all the ways your customers and prospects interact with your business – across all functions • • • • • • Searching for you Checking you out Buying from you Recommending you Hanging out Third parties @dotMailer @SkipFidura #data
  6. 6. Touch-point tracking • Leverage each customer touch point into an opportunity to collect relevant, usable data • List out each touch point • List out opportunities to capture data at each point • Think about what works for different channels, e.g * Phone * Website * Social Media * Transactional Emails * Mobile * Direct mail * @dotMailer @SkipFidura #data
  7. 7. Data ranking What makes a piece of data worth collecting? • How easily and accurately can you collect it? • What is the shelf life of the data? • How can it drive content? Score and rank your list of variables Create your hit list @dotMailer @SkipFidura #data
  8. 8. So what‟s worth knowing? Your objectives? Your key email success drivers? • • • • • B2C or B2B? The individual, the organisation, or both? What do they look like? What do they like? What do they do? @dotMailer @SkipFidura #data
  9. 9. Data hygiene, shelf-life and marketing automation • Look for gaps in your database, and fill them • Data shelf life – plot it and refresh it • Update the data as it changes • Automate the cleaning process @dotMailer @SkipFidura #data
  10. 10. 15 sure-fire ways to enrich your email lists with data that will drive: • • • • • More opens More clicks Fewer complaints Fewer unsubscribes Greater ROI @dotMailer @SkipFidura #data
  11. 11. 1. Online surveys 2. Website newsletter signups 3. Triggered „thank you‟ emails @dotMailer @SkipFidura #data
  12. 12. 4. Social media „pulling‟ • Survey your database to discover which social networks they use and in what contexts • Use tools like Tweetdeck to monitor conversations relevant to your brand • Set up Google Alerts to identify when and where related content is being published • Check out for an view of the social networks to consider @dotMailer @SkipFidura #data
  13. 13. 5. Capture your Facebook visitors‟ data 6. Capture your blog visitors‟ data 7. Share signup form and data capture form links on Twitter @dotMailer @SkipFidura #data
  14. 14. 8. Leverage other marketing activity @dotMailer @SkipFidura #data
  15. 15. 8. Simple competitions 9. Viral competitions @dotMailer @SkipFidura #data
  16. 16. Dynamic referral link served via webpage and email @dotMailer @SkipFidura #data
  17. 17. 11. Remote and mobile data capture – where you are 12. Remote and mobile data capture – where they are @dotMailer @SkipFidura #data
  18. 18. Consumers should not have to remember your message. Make it easy @dotMailer @SkipFidura #data
  19. 19. 13. Reactivations 14. Offer added value in exchange for rich data 15. Google Adwords with built-in contact form @dotMailer @SkipFidura #data
  20. 20. Crystal Palace Hijacks “Free Time” Problem Crystal Palace Football Club get‟s up to 25,000 attendees into the ground for each home match but will only get the address of the ticket purchaser Solution Leverage assets within the ground to capture everybody else @dotMailer @SkipFidura #data 21
  21. 21. Crystal Palace Leverages a Global Fan Base @dotMailer @SkipFidura #data
  22. 22. Thank you for listening Any Questions?