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Email For Retail (AIMIA Victoria)

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This presentation provides an overview o the core principals of email marketing strategy for retail. It was presented at the AIMIA Victoria Email for Retail seminar by Rhys Hayes

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Email For Retail (AIMIA Victoria)

  1. 1. AGENTS OF CHANGE Living and loving the communication revolution. Retail ! Strategies Rhys Hayes Wednesday, 24 February 2010
  2. 2. Wednesday, 24 February 2010
  3. 3. Email marketing: Origins and Evolution WalMart Catalogue WalMart eDM Wednesday, 24 February 2010
  4. 4. Hi Rhys, Wednesday, 24 February 2010
  5. 5. Creating an email marketing plan Step 1: What is the role of email marketing for our retail business - Online sales driver? - Web-to-store sales driver? - Hybrid? Step 2: What do our customers want? - online purchase behaviour/intent - Role of email in our customers life Step 3: Develop an email communications plan to compliment customer and business needs Step 4: Designing and developing eDM templates Step 4: Getting the Technology Right Step 5: Implement, measure and optimise Wednesday, 24 February 2010
  6. 6. Creating an email marketing plan Step 1: What is the role of email marketing for our retail business - Online sales driver? - Web-to-store sales driver? - Hybrid? Step 2: What do our customers want? - online purchase behaviour/intent - Role of email in our customers life Step 3: Develop an email communications plan to compliment customer and business needs Step 4: Designing and developing eDM templates Step 4: Getting the Technology Right Step 5: Implement, measure and optimise Wednesday, 24 February 2010
  7. 7. Communications Plan Wednesday, 24 February 2010
  8. 8. Communication Plan COMMUNICATION VOLUMES Customer Type A Customer Type B Customer Type C Early Engagement 1 1 1 Viral Marketing 2 4 6 Transactional 5 3 7 Dynamic Content 12 12 12 Trigger Messages 4 4 8 Lifecycle 3 2 2 Re marketing 0 1 1 Wednesday, 24 February 2010
  9. 9. Communication Plan COMMUNICATION VOLUMES Customer Type A Customer Type B Customer Type C Early Engagement 1 1 1 Viral Marketing 2 4 6 Transactional 5 3 7 Dynamic Content 12 12 12 Trigger Messages 4 4 8 Lifecycle 3 2 2 Re marketing 0 1 1 Persona Profiling Customer Type: B Estimated transaction frequency: 4 purchases per year Estimated interaction frequency: 45% Month Jan Feb Mar April May June July Aug Sept Oct Nov Dec Comms 3 1 1 4 3 1 1 1 3 2 3 4 Wednesday, 24 February 2010
  10. 10. Early Engagement 1(of 8) Welcome and Engage Purpose When a customers joins/subscribes to a mailing list, the first communication they receive is critical to ensuring ongoing engagement. Objectives - Communicate value proposition - Provide a unique or special offer - Re-explain what the customer has opted in for Wednesday, 24 February 2010
  11. 11. Viral Marketing 2(of 8) Dedicated offers and incentives Purpose When customers sign up to receive communications from business, they are signing up to your brand. Highly engaged customers are receptive to special offers that can drive incremental sales and CRM registrations. Objectives - Communicate key brand messages through creative execution - Drive incremental sales - Drive friend-get-friend CRM registration Wednesday, 24 February 2010
  12. 12. Transactional 3(of 8) Leveraging the highest open rate communication Purpose Transactional emails, those confirming a transaction has occurred have some of the highest open rates of any form of email, making them a critical par of the eDM marketing mix. Objectives - Provide opportunity to up-sell on similar/complimentary product lines Wednesday, 24 February 2010
  13. 13. Dynamic Content 4(of 8) Personalise content based on consumer behaviour Purpose When integrated with web based analytics tools, email content can be personalised to recipients based on the browsing habits Objectives - Provide contextually relevant offers - Target high value customers with high value propositions Wednesday, 24 February 2010
  14. 14. Triggered Messaging 5(of 8) Respond on profile and action data Purpose When a consumer completes an action, or an event occurs (based on the customers profile data) send personalised messages reponding to that action. Objectives - Create deeper, more personalised relationships with customers - Send targeted special offers based on customer profile information - Respond directly to customer actions Wednesday, 24 February 2010
  15. 15. Lifecycle Programs 6(of 8) Convenience can drive retention Purpose Create trigger based email based on product and event lifecycles. Objectives - Provide convenient reminders to customers based on their profile information - Increase customer retention rates by engaging them only when they need to consider re-purchase - Create more targeted campaigns Wednesday, 24 February 2010
  16. 16. Reactivate 7(of 8) Don’t wash them away without trying first.... Purpose When a consumer has not interacted (click through or conversion) with a communication for a set period of time, a specific communication may be sent to encourage them to re-engage with the brand. Objectives - Re-engage customers who have not actively responded to offers - Reduce database churn Wednesday, 24 February 2010
  17. 17. Remarketing 8(of 8) Abandoned task communications Purpose When a consumer terminates a session, the data collected in that session may demonstrate a partially completed task. When this task is linked to conversion metrics there may be an opportunity to ‘remarket’ with a view to encouraging task completion. Objectives - Increase task completion rates - Re-engage customers who terminate specific tasks - Increase sales/ROI by analysing, targetting and re-engaging conversion funnel drop outs Wednesday, 24 February 2010
  18. 18. Designing eDM Templates Wednesday, 24 February 2010
  19. 19. ‘From’ and ‘Subject Line’ Wednesday, 24 February 2010
  20. 20. Above the fold Wednesday, 24 February 2010
  21. 21. On Mobile Devices Wednesday, 24 February 2010
  22. 22. Calls to Action ] Standard header with custom campaign hero tile ] Hero products, targeted based on campaign - Each links to the contextually relevant product area within the website ] Catalogue call to action ] Standard footer with deep linking Wednesday, 24 February 2010
  23. 23. Integrating the Right Technology Wednesday, 24 February 2010
  24. 24. Selecting the Right Vendor Enterprise ESP’s Load and Blast/DIY Solutions Wednesday, 24 February 2010
  25. 25. Selecting the Right Vendor ✓ Strategic Guidance to advance program sophistication ✓ Programmed Repeatability ✓ Analytics Capabilities ✓ Technical Integration capabilities ✓ Social and Mobile Integration ✓ Market presence ✓ Modular service offering - what else can I plug in? Wednesday, 24 February 2010
  26. 26. Wednesday, 24 February 2010
  27. 27. Implement, Measure and Optimise Wednesday, 24 February 2010
  28. 28. Once a campaign has been implemented, there are three questions to ask: 1. 1. Did it get the response we wanted? 2. 2. If not,why not? 3. 3. What trend data is evident? Wednesday, 24 February 2010
  29. 29. Measuring Performance ➡ Objective performance measures ➡ Diagnostic measures ➡ Intra-campaign measurement tools ➡ Post campaign evaluation tools Wednesday, 24 February 2010
  30. 30. Wednesday, 24 February 2010

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