Behavioural email webinar 28 sept 11


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Behavioural Email provides the most relevant and responsive email marketing possible. These are my slides from last weeks RedEye webinar.

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Behavioural email webinar 28 sept 11

  1. 1. Understanding Behavioural Email and How it Can Improve your Online Business 28 September 2011 Matthew Kelleher, Commercial Director, RedEye
  2. 2. Today’s Agenda <ul><li>What is Behavioural Email? </li></ul><ul><li>How does it work and how do you deploy it? </li></ul><ul><li>How do you employ Behavioural Email ‘holistically’? </li></ul><ul><li>What are the benefits? </li></ul><ul><li>Can it provide you with competitive advantage? </li></ul>
  3. 3. What is Behavioural Email? <ul><li>Behavioural Email is the application of behavioural data to drive maximum relevancy in email marketing. </li></ul><ul><li>Behavioural Data </li></ul><ul><li>RFM and Historical Data </li></ul><ul><li>Engagement Data </li></ul><ul><li>Automation </li></ul><ul><li>Dynamic Content </li></ul><ul><li>Lifecycle Model </li></ul>
  4. 4. Diverging Strategies in Email
  5. 5. Email is Changing… <ul><li>The Power of Email </li></ul><ul><li>Cheap </li></ul><ul><li>Automated </li></ul><ul><li>Dynamic </li></ul><ul><li>Data Rich </li></ul><ul><li>Two Strategies are Emerging </li></ul><ul><li>A pre-engagement ‘newsletter’ strategies </li></ul><ul><li>A post-engagement ‘conversion’ tool </li></ul>
  6. 6. <ul><li>How does it work and how do you deploy it? </li></ul>
  7. 7. eCRM Database ODP B.I. D/base Web Analytics Data ESP OR
  8. 8. <ul><li>How do you employ Behavioural Email ‘holistically’? </li></ul>
  9. 9. Maximise customer lifetime value by targeting behaviour Customer lifetime value Time Increased value with behavioural lifecycle marketing Traditional customer lifecycle email marketing Acquire Convert Develop Retain Reactivate Abandoned basket Welcome X-sell Profile driven offers Nursery Win back Re-engagement Newsletters
  10. 10. How the combined strategies work Visitors Browsers Info Gathering Comparing Basket Abandon Engagement is the first stage of any journey Purchase Drop off communications Browser programme Brand reinforcement and USPs Competitor Positioning Basket Abandonment Engagement
  11. 11. <ul><li>What are the Benefits? </li></ul>
  12. 12. Behavioural Search Criteria Holiday specific search criteria will drive the content and trigger
  13. 13. <ul><li>Can it provide you with competitive advantage? </li></ul>
  14. 14. Over 100% Year on Year Increase in Email Revenues <ul><li>ROI of 2,399%, 103% growth in email revenues compared to the same period 2009. </li></ul><ul><li>Evans Cycles achieved these results through, amongst others, segmentation and life cycle marketing strategies. </li></ul><ul><li>The email campaign plan segmented messaging and creative content based on individual preferences, engagement, online browsing and behavioural data. </li></ul><ul><li>Email marketing content was relevant to each individual user. The results included open rates as high as 84.9% (generic ‘newsletter’ emails 16% - 25%) and click rates of 40.5% (generic emails 3.8% - 5%). </li></ul>
  15. 15. Gaining Competitive Advantage
  16. 16. Gaining Competitive Advantage
  17. 17. Summary <ul><li>Behavioural Email:- </li></ul><ul><li>Is the highest relevance of any email </li></ul><ul><li>Provides very high return on investment </li></ul><ul><li>Requires: </li></ul><ul><ul><li>Automation </li></ul></ul><ul><ul><li>Dynamic Content </li></ul></ul><ul><ul><li>Behavioural and Engagement Data </li></ul></ul><ul><ul><li>Customer/RFM Data </li></ul></ul><ul><li>Allows for the full automation of a Lifecycle Marketing Strategy </li></ul>
  18. 18. Contacts <ul><li>Author: [email_address] </li></ul><ul><li>For the US: [email_address] ) </li></ul><ul><li>For RedEye: </li></ul><ul><li>For RedEye case studies: </li></ul>