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Using	  behaviour	  to	  improve	  	    email	  marke4ng	  results	                           Riaz	  Kanani	              ...
THE	  LANDSCAPE	  
Do	  You	  Have	  to	  Shout?	                             Each	  day	  people	  are	                             exposed	...
Changing	  landscape	       Consumer	  is	  now	  king	       More	  informed	       More	  conversa4on	  online	       In...
Listen	  as	  Much	  as	  You	  Speak	  	                       Understand	  	  individuals	                       Seek	  ...
Customer	  at	  the	  Centre	  Mul4ple	  touch	  points	  Encourage	  par4cipa4on	  Foster	  conversa4on	  Place	  an	  op...
Not	  Just	  Targe4ng	  Targe4ng	                 A	  one-­‐way	  conversa4on	  Engagement	               A	  two-­‐way	  ...
Sources	                More	  and	  more	  data	  every	  year	  
50%	  marketers	  have	  data	  overload	                                  Forrester	  
behaviour	  and	  4me	  
Customer	  Behaviour	  Research	   Offers	  to	  worst	  performing	  categories	   4x	  increase	  in	  clicks	   66%	  in...
Path	  to	  success	   Start	  small	   Understand	  your	  goals	  	   One	  step	  at	  a	  4me	   Don’t	  forget	  to	 ...
Who	  hasn’t	  completed	  a	  transac4on?	  Target	  incomplete	  processes	     Shopping	  basket,	  registra4ons	  etc	...
What	  pages	  do	  they	  visit?	  product	  specific	  searches	  	  micro	  sites	  product	  pages	  
When?	  	  Recent	  visits	  Lapsed	  return	  Frequency	                     	  
Understanding	  why	  Demographics	  vs.	  Site	  behaviour	  Push	  informa4on	  both	  ways	  	  Be`er	  knowledge	  and...
Where	  from?	  Referring	  website	  or	  geographical	  loca4on	   increased	   relevance	   be`er	   engagement	  
Take	  it	  slow	  Be	  aware	  of	  big	  brother	  messaging	  Be	  wary	  of	  incen4ves	  
THANK	  YOU..	  QUESTIONS?	  Riaz	  Kanani,	  Founder	  @riazkanani	  riaz@connectedpaths.co.uk	  
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Using behaviour and email marketing to improve results

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Using behaviour and email marketing to improve results

  1. 1. Using  behaviour  to  improve     email  marke4ng  results   Riaz  Kanani   @riazkanani   riaz@connectedpaths.co.uk  
  2. 2. THE  LANDSCAPE  
  3. 3. Do  You  Have  to  Shout?   Each  day  people  are   exposed  to  more  than   3,000  adver4sing   messages  
  4. 4. Changing  landscape   Consumer  is  now  king   More  informed   More  conversa4on  online   Indifference   Crea4ve  not  enough     Marketers  need  to..        par/cipate  
  5. 5. Listen  as  Much  as  You  Speak     Understand    individuals   Seek  consumer  feedback   Achieve  an4cipa4on     instead  of  interrup4on  
  6. 6. Customer  at  the  Centre  Mul4ple  touch  points  Encourage  par4cipa4on  Foster  conversa4on  Place  an  opt-­‐in  on  every  page  Deliver  unique  content    Offer  methods  of  feedback  
  7. 7. Not  Just  Targe4ng  Targe4ng   A  one-­‐way  conversa4on  Engagement   A  two-­‐way  interac4on  
  8. 8. Sources   More  and  more  data  every  year  
  9. 9. 50%  marketers  have  data  overload   Forrester  
  10. 10. behaviour  and  4me  
  11. 11. Customer  Behaviour  Research   Offers  to  worst  performing  categories   4x  increase  in  clicks   66%  increase  in  conversions   6x  increase  in  revenue  per  email  sent   Source:  Jupiter  Research  
  12. 12. Path  to  success   Start  small   Understand  your  goals     One  step  at  a  4me   Don’t  forget  to  test   5  quick  starts  
  13. 13. Who  hasn’t  completed  a  transac4on?  Target  incomplete  processes   Shopping  basket,  registra4ons  etc    
  14. 14. What  pages  do  they  visit?  product  specific  searches    micro  sites  product  pages  
  15. 15. When?    Recent  visits  Lapsed  return  Frequency    
  16. 16. Understanding  why  Demographics  vs.  Site  behaviour  Push  informa4on  both  ways    Be`er  knowledge  and  understanding  Increase  in  engagement  
  17. 17. Where  from?  Referring  website  or  geographical  loca4on   increased   relevance   be`er   engagement  
  18. 18. Take  it  slow  Be  aware  of  big  brother  messaging  Be  wary  of  incen4ves  
  19. 19. THANK  YOU..  QUESTIONS?  Riaz  Kanani,  Founder  @riazkanani  riaz@connectedpaths.co.uk  

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