Jump red eye evans presentation oct 2011 final

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Jump red eye evans presentation oct 2011 final

  1. 1. Evans Cycles: Delivering a Data Driven CRM Strategy Through Email Integrating online and offline data to produce a highlyeffective customer relationship management programme. Ben Hart, Evans Cycles Matthew Kelleher, RedEye
  2. 2. 172% Year on YearIncrease in Email Revenues 172% growth in email revenues compared to the same period 2009/10. 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%).
  3. 3. The Building Blocks to Email CRMBest practise and best results demand relevance. Relevance requires bothdata and the ‘plumbing’.• Behavioural Data• RFM and Historical Data• Engagement Data• Automation• Dynamic Content• Lifecycle ModelRedEye call this approach ‘Behavioural Email’.
  4. 4. Diverging Strategies in Email
  5. 5. OR Web ODPAnalytics B.I. Data D/base eCRM Database ESP
  6. 6. Data Feed StatusCustomer Data Email Suppressions & UnsubscribesProduct Cancellations RedEye DatabaseTransactional Data feed Email Engagement & PreferencesPost Purchase EmailTop Rated Products
  7. 7. Maximise customer lifetimevalue by targeting behaviour Increased value with behavioural lifecycle marketing Profile Re-engagementCustomer driven Nursery offerslifetime Win backvalue Welcome X-sell Abandoned basket Traditional customer lifecycle email marketing Newsletters Time Acquire Convert Develop Retain Reactivate
  8. 8. 6 Stages Of Customer Lifecycle 1. Tactical 2. Engagement 3. Purchase 4. Re-Enforcement 5. Retention 6. Reactivation
  9. 9. Evans CRM ProgrammeAn Overview:• Integrate Off- and On-Line Transactional & Behavioural Data to: • Improve Customer Retention • Increase Customer Lifetime Value• Customer fall into the eCRM programme whether they have purchased on line or instore.• Daily behavioural emails driven by single data feed from Evans Cycles merging with online data held by RedEye.• To launch the programme, we concentrated only on implementing the plan for bike purchases
  10. 10. 6 Stages Of Customer Lifecycle1. Tactical• Campaign emails segmented by web/email engagement, online behaviour and transactional data2. Engagement• Welcome• Error Experienced• Category Conversion - Content Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS
  11. 11. Engagement Welcome Email Clothing Conversion
  12. 12. Error Experienced Email
  13. 13. 6 Stages Of Customer Lifecycle1. Tactical• Campaign emails segmented by web/email engagement, online behaviour and transactional data2. Engagement• Welcome• Error Experienced• Category Conversion - Content Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS3. Purchase• Abandoned Basket• Abandoned Basket Follow Up• Thank You for Your Purchase• Cross-sell – Accessories
  14. 14. PurchaseAbandoned Basket
  15. 15. Purchase Thank You Post Purchase Clothing/ Accessory Upsell (not live)
  16. 16. 6 Stages Of Customer Lifecycle1. Tactical 4. Re-Enforcement• Campaign emails segmented by • Bike Anniversary web/email engagement, online • Post-Purchase Review behaviour and transactional data 5. Retention2. Engagement • Cross-Sell – Bike Insurance &• Welcome Service Reminders• Error Experienced• Category Conversion - Content Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS3. Purchase• Abandoned Basket• Abandoned Basket Follow Up• Thank You for Your Purchase• Cross-sell – Accessories
  17. 17. RetentionBike Insurance CrossRide It! Free Event
  18. 18. 6 Stages Of Customer Lifecycle1. Tactical 4. Re-Enforcement• Campaign emails segmented by • Bike Anniversary web/email engagement, online • Post-Purchase Review behaviour and transactional data 5. Retention2. Engagement • Cross-Sell – Bike Insurance &• Welcome Service Reminders• Error Experienced• Category Conversion - Content 6. Reactivation Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS3. Purchase• Abandoned Basket• Abandoned Basket Follow Up• Thank You for Your Purchase• Cross-sell – Accessories
  19. 19. 6. Reactivation• Segment into • Bike purchases only • Clothing/Accessories/Bikes• Control tests • X% DM • X% Email • X% Both• Test incentives
  20. 20. In SummaryEvans Achievements:1. 172% increase in income from email2. Constructed a SCV to drive email CRM3. Combined multi channel data

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