The Global SaaS Leader in Relationship MarketingBuilding an EmailMarketing Strategyfrom Zero to Best inClassJuly 2012Nick ...
Agenda – best practice building blocks●  Introduction - goals●  Build quality member data●  Segmentation●  Develop relevan...
What is our goal as marketers?                                 www.emailvision.com
Practical advice from Emailvision’s global clients.  How do some marketers see big data?                                  ...
Where do you start?              www.emailvision.com
How marketers see dataMember data? Collect at every opportunity!                                      www.emailvision.com
Member data- build quality listsGrowing Lists●  Grow list at every contact point  ● Incentive for sign up  ● Make sign up ...
Build quality dataAdding Value●  Unsubscribe feedback  ● Two-stage sign-up process  ● Preference centre
Build quality dataAdding Value●  Unsubscribe feedback  ● Two-stage sign-up process  ● Preference centre  ● Data capture fo...
Segment to maximise your data potential.           Customer intelligence…….. “The management and analysis of customer data...
Customer IntelligenceEnables marketers to:●  Rapidly query thousands or millions of records to display   customer segments...
Customer Intelligence                        Identify new target                           groups using                   ...
Customer Intelligence                         Identify and target                         subscribers based               ...
Preference data                                                    Transactional data   Opener data                       ...
Signed up for the newsletter,       Purchased 2 tickets to                  checked a preference for sports          Perth...
Develop Relevant ProgramsSimple Tactics● Get the categories right   ● Clothing retail = male/female● FMCG = purchase value...
Develop Relevant Programs                            ●  Sony monthly newsletter                                Alpha produ...
Develop Relevant Programs                                                 ●  E* quarterly statements                      ...
Develop Relevant Programs                                            ●  Hotel Connect post travel                         ...
Enhance relevancy with Automation  ●  Proactive   delivery of content  ●  Precise delivery of content  ●  Efficient and ef...
Automation●  Quick wins         ●  Reactivation         ●  Customer satisfaction         ●  Time to lapse         ●  Trigg...
Automation●  Full lifecycle management
Registration                                      Welcome and guarantee                                      information  ...
Maximise Results●  90% of email sent in 2011 was SPAM●  Hotmail sees 8m new IP addresses everyday. Good? Bad?●  Do the bas...
Maximise Results●  Test message structure and offers         ●  Test regularly with a live test tool before you send      ...
Maximize Results●  In 2012 relevancy is key●  ISP’s now monitor member inbox behavior.  ●  Ensure delivery to inbox not ju...
Who is Emailvision? •    International leader in marketing automation •    Offices in 22 countries •    750 employees •   ...
Our Mission                              Integra0on	      Emailvision                  APIs	    powers smart              ...
Summary●  Develop a plan. Success does not happen by luck.●  Get the basics right   ●  Build good data   ●  Segment   ●  P...
Find out more – Ask Permission              - Exclusive Australian partner              -  Visit stand 1400 opposite      ...
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Building an email marketing strategy from zero to best in class nick gold - emailvision - online retailer 2012

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Building an email marketing strategy from zero to best in class nick gold - emailvision - online retailer 2012

  1. 1. The Global SaaS Leader in Relationship MarketingBuilding an EmailMarketing Strategyfrom Zero to Best inClassJuly 2012Nick GoldEmailvision www.emailvision.com
  2. 2. Agenda – best practice building blocks●  Introduction - goals●  Build quality member data●  Segmentation●  Develop relevant programs●  Automate●  Maximise Results●  Conclusion and Questions www.emailvision.com
  3. 3. What is our goal as marketers? www.emailvision.com
  4. 4. Practical advice from Emailvision’s global clients. How do some marketers see big data? www.emailvision.com
  5. 5. Where do you start? www.emailvision.com
  6. 6. How marketers see dataMember data? Collect at every opportunity! www.emailvision.com
  7. 7. Member data- build quality listsGrowing Lists●  Grow list at every contact point ● Incentive for sign up ● Make sign up easy ● What are they signing up for? ● Forward-to-a-friend
  8. 8. Build quality dataAdding Value●  Unsubscribe feedback ● Two-stage sign-up process ● Preference centre
  9. 9. Build quality dataAdding Value●  Unsubscribe feedback ● Two-stage sign-up process ● Preference centre ● Data capture form ● Update links ● Active/non active members
  10. 10. Segment to maximise your data potential. Customer intelligence…….. “The management and analysis of customer data from all sources, used to drive marketing performance and business strategy” Forrester, 2011 www.emailvision.com
  11. 11. Customer IntelligenceEnables marketers to:●  Rapidly query thousands or millions of records to display customer segments that can be used for marketing●  Explore detailed profile data including purchase behaviour, location and responsiveness to past marketing campaigns●  Test and adapt new campaign strategies in real-time●  Maximise customer retention and cross-sell opportunities
  12. 12. Customer Intelligence Identify new target groups using dynamic drag and drop segmentation and query tools www.emailvision.com
  13. 13. Customer Intelligence Identify and target subscribers based on their geo-location as well as their relationship to the brand www.emailvision.com
  14. 14. Preference data Transactional data Opener data Click-through data Location data Demographic dataHigh spender data www.emailvision.com
  15. 15. Signed up for the newsletter, Purchased 2 tickets to checked a preference for sports Perth in 2011Opened the last 3 email campaigns Click-through on the last email campaign Member of the loyalty program in Melbourne Male and bought a winter Purchased designer jacket 4 months ago shoes last month www.emailvision.com
  16. 16. Develop Relevant ProgramsSimple Tactics● Get the categories right ● Clothing retail = male/female● FMCG = purchase value● Holidays = family/children● Retail = product
  17. 17. Develop Relevant Programs ●  Sony monthly newsletter Alpha product information: Alpha  product  information:   Product  code  begins  with   with Product code begins AMC   AMC Camera product information: Camera  product  information:   Product  code  begins  with   with Product code begins CAM   CAM Generic  product  information:   Generic product information: Product  code  is  null   Product code is null
  18. 18. Develop Relevant Programs ●  E* quarterly statements Personalisation strings: Based on values in the members profiles Alpha  product  information:   Product  code  begins  with   AMC   Points over Points under Switch statements used to dynamically insert content based on member points
  19. 19. Develop Relevant Programs ●  Hotel Connect post travel Alpha  product  information:   Product  code  begins  with   AMC   Amsterdam Budapest Switch statement used to dynamically insert images based on recent destination
  20. 20. Enhance relevancy with Automation ●  Proactive delivery of content ●  Precise delivery of content ●  Efficient and effective marketing department
  21. 21. Automation●  Quick wins ●  Reactivation ●  Customer satisfaction ●  Time to lapse ●  Triggered reminders
  22. 22. Automation●  Full lifecycle management
  23. 23. Registration Welcome and guarantee information Thank You – Product SurveyBack to Basics with Email Marketing Movies and Blu-Ray Disc The Global SaaS Leader in Email & Social Marketing Bring the cinema home Automating email marketing Expand your Horizons Your life in HD Sony Home Entertainment Lifecycle Bring gaming to life Experience the future now
  24. 24. Maximise Results●  90% of email sent in 2011 was SPAM●  Hotmail sees 8m new IP addresses everyday. Good? Bad?●  Do the basics right!●  Build and manage your brand / IP reputation● Manage data, volume, frequency, message structure, subject line, content mix, language.●  Data Management ● Remove hard bounces after 1 attempt, deal with complaints, manage soft bounces, honor unsubscribes ● Don’t mail to very old lists. And try to build lists organically. ● Validate by sending welcome messages or double opt in. Revalidate regularly
  25. 25. Maximise Results●  Test message structure and offers ●  Test regularly with a live test tool before you send ●  Monitor campaign success and tweak to get the best score from ISP’s
  26. 26. Maximize Results●  In 2012 relevancy is key●  ISP’s now monitor member inbox behavior. ●  Ensure delivery to inbox not junk ●  Achieve opens ●  Segment ●  Personalize ●  Automate ●  Make it relevant.
  27. 27. Who is Emailvision? •  International leader in marketing automation •  Offices in 22 countries •  750 employees •  4500 clients •  100 new clients / month •  $100M+ annual revenues •  Sending 500,000 global campaigns / month •  The 1st company to deliver SaaS Customer Intelligence •  Recognition as a technology leader by: www.emailvision.com
  28. 28. Our Mission Integra0on   Emailvision APIs   powers smart Email  email, mobile andsocial campaigns Customer that delivers Intelligence results for our clients Custom  Applica.ons   Custom  Apps   www.emailvision.com
  29. 29. Summary●  Develop a plan. Success does not happen by luck.●  Get the basics right ●  Build good data ●  Segment ●  Personalize ●  Make it relevant ●  Monitor deliverability carefully and ensure relevancy into the inbox.
  30. 30. Find out more – Ask Permission - Exclusive Australian partner -  Visit stand 1400 opposite conference entrance -  Pick-up white paper -  Watch demonstration -  Call (02) 8024 5400

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