Behavioural email webinar 28 sept 11 pdf

•

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Matthew Kelleher, RedEye

Technology Business

Understanding Behavioural
Email and How it Can Improve
your Online Business

28 September 2011
Matthew Kelleher, Commercial Director, RedEye

Today’s Agenda

1. What is Behavioural Email?
2. How does it work and how do you deploy it?
3. How do you employ Behavioural Email ‘holistically’?
4. What are the benefits?
5. Can it provide you with competitive advantage?

What is Behavioural Email?

Behavioural Email is the application of behavioural data
to drive maximum relevancy in email marketing.
• Behavioural Data
• RFM and Historical Data
• Engagement Data
• Automation
• Dynamic Content
• Lifecycle Model

Email is Changing…

The Power of Email
• Cheap
• Automated
• Dynamic
• Data Rich

Two Strategies are Emerging
• A pre-engagement ‘newsletter’ strategies
• A post-engagement ‘conversion’ tool

How does it work and how do you
deploy it?

OR

Web ODP
Analytics B.I.
Data D/base

eCRM
Database

ESP

How do you employ Behavioural
Email ‘holistically’?

Behavioural Search Criteria

Holiday specific search criteria will drive
the content and trigger

Can it provide you with
competitive advantage?

Over 100% Year on Year Increase in
Email Revenues
ROI of 2,399%, 103% growth in email
revenues compared to the same period 2009.
Evans Cycles achieved these results through,
amongst others, segmentation and life cycle
marketing strategies.
The email campaign plan segmented
messaging and creative content based on
individual preferences, engagement, online
browsing and behavioural data.
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%).

Summary

Behavioural Email:-
• Is the highest relevance of any email
• Provides very high return on investment
• Requires:
• Automation
• Dynamic Content
• Behavioural and Engagement Data
• Customer/RFM Data
• Allows for the full automation of a Lifecycle Marketing Strategy

Contacts

Author: matthew.kelleher@redeye.com
For the US: brian.mcconnell@redeye.com)
For RedEye: www.redeye.com
For RedEye case studies: http://www.redeye.com/clients/case-
studies/

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Behavioural email webinar 28 sept 11 pdf

1. Understanding Behavioural Email and How it Can Improve your Online Business 28 September 2011 Matthew Kelleher, Commercial Director, RedEye

2. Today’s Agenda 1. What is Behavioural Email? 2. How does it work and how do you deploy it? 3. How do you employ Behavioural Email ‘holistically’? 4. What are the benefits? 5. Can it provide you with competitive advantage?

3. What is Behavioural Email? Behavioural Email is the application of behavioural data to drive maximum relevancy in email marketing. • Behavioural Data • RFM and Historical Data • Engagement Data • Automation • Dynamic Content • Lifecycle Model

4. Diverging Strategies in Email

5. Email is Changing… The Power of Email • Cheap • Automated • Dynamic • Data Rich Two Strategies are Emerging • A pre-engagement ‘newsletter’ strategies • A post-engagement ‘conversion’ tool

6. How does it work and how do you deploy it?

7. OR Web ODP Analytics B.I. Data D/base eCRM Database ESP

8. How do you employ Behavioural Email ‘holistically’?

9. Maximise customer lifetime value by targeting behaviour Increased value with behavioural lifecycle marketing Profile Re-engagement Customer driven Nursery offers lifetime Win back value Welcome X-sell Abandoned basket Traditional customer lifecycle email marketing Newsletters Time Acquire Convert Develop Retain Reactivate

10. How the combined strategies work Engagement is the first Engagement stage of any journey Drop off communications Visitors Browser programme Browsers Brand reinforcement and Info Gathering USPs Competitor Positioning Comparing Basket Abandonment Basket Abandon Purchase

11. What are the Benefits?

12. Behavioural Search Criteria Holiday specific search criteria will drive the content and trigger

13. Can it provide you with competitive advantage?

14. Over 100% Year on Year Increase in Email Revenues ROI of 2,399%, 103% growth in email revenues compared to the same period 2009. Evans Cycles achieved these results through, amongst others, segmentation and life cycle marketing strategies. The email campaign plan segmented messaging and creative content based on individual preferences, engagement, online browsing and behavioural data. 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%).

15. Gaining Competitive Advantage

16. Gaining Competitive Advantage

17. Summary Behavioural Email:- • Is the highest relevance of any email • Provides very high return on investment • Requires: • Automation • Dynamic Content • Behavioural and Engagement Data • Customer/RFM Data • Allows for the full automation of a Lifecycle Marketing Strategy

18. Contacts Author: matthew.kelleher@redeye.com For the US: brian.mcconnell@redeye.com) For RedEye: www.redeye.com For RedEye case studies: http://www.redeye.com/clients/case- studies/

Behavioural email webinar 28 sept 11 pdf

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