Adestra Email Summit 2018 | List growth
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Want to attract new, engaged subscribers post GDPR? Get inspiration and advice on how to leverage all your customer touch-points and cross-channel opportunities.
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Adestra Email Summit 2018 | List growth
- 2. ADESTRA EMAIL SUMMIT The Evolution to First-Person Marketing
- 3. ADESTRA EMAIL SUMMIT Growing Your Lists: Next Steps • Audit your acquisition touchpoints • Set targets • Consider the value exchange • Trigger a welcome 3
- 4. ADESTRA EMAIL SUMMIT Email Acquisition Audit Print Advertising Catalogue Order forms Return cards Product packaging Email Transactional emails Sister brands Mobile SMS Apps Social Facebook Twitter Pinterest Instagram LinkedIn Blogs Partners Call Centre Inbound Outbound In-Store Till receipts E-Receipts Opt-in form iPads Return cards POS Offers Competitions Web Pop-ups Quick sign up Registration process Purchase process Display advertising Web push notifications Events/PR Conferences Trade Shows Demos Courses Competitions
- 5. ADESTRA EMAIL SUMMIT Data Growth & Optimisation 5 List Growth • Maximise acquisition opportunities • Optimise sign-up process Drive better targeting & personalisation • Optimise data set-up & flows Best practice data management • Clean list • GDPR compliant
- 6. 6 Value ExchangeWhat is the value exchange?
- 7. ADESTRA EMAIL SUMMIT The true value lies in building your email list… 7 Pop-ups Social Sign-in Rich Messaging and Web Acquisition Lead Generation Multi-Channel
- 9. ADESTRA EMAIL SUMMIT Georgie Ma CRM Manager
- 10. ADESTRA EMAIL SUMMIT Since September 2014…. +350,000 kits shipped to makers in 150 countries. >4,500 retails doors leading STEM at Best Buy, Target, Walmart STEM category pioneer creator of the first computer anyone can make Most awarded Red Dot, Cannes Lion, German Design Award.. 80+ people team London/Boston/Los Angeles/Shenzhen
- 11. ADESTRA EMAIL SUMMIT +350,000 kits shipped to makers in 150 countries. >4,500 retails doors leading STEM at Best Buy, Target, Walmart STEM category pioneer creator of the first computer anyone can make Most awarded Red Dot, Cannes Lion, German Design Award.. 80+ people team London/Boston/Los Angles/Shenzhen
- 12. ADESTRA EMAIL SUMMIT Email objectives
- 13. ADESTRA EMAIL SUMMIT Our objectives • Grow and acquire new customers and nurture to conversion • Drive sales strategy during new product launches and peak trading periods (Nov-Dec) • Drive brand awareness and engagement • Create automated programs to deliver timely and relevant communications • Develop a segmentation strategy to support more personalised messaging to new/existing customers
- 14. ADESTRA EMAIL SUMMIT List Growth Strategy Email Paid Media Web 171% List Growth YoY Influencers and Social
- 15. ADESTRA EMAIL SUMMIT 1. Black Friday
- 16. ADESTRA EMAIL SUMMIT Traffic Drivers: Social Media & Paid Advertising
- 17. ADESTRA EMAIL SUMMIT Traffic Drivers: Influencer videos
- 20. ADESTRA EMAIL SUMMIT Traffic Drivers: Email • Driving sales during Black Friday to grow users in the Kano community • Segmentation based on location and email behaviour
- 21. ADESTRA EMAIL SUMMIT 2. Street Artist Competition
- 22. ADESTRA EMAIL SUMMIT Brand Awareness: Street Artist Competition • Q2 objective to drive awareness and engagement using street art competition • Recruit new users to register on Kano World • Segmentation strategy using location and user status Kano World accounts created an uplift of 93.6% YoY 10% of users who started their first challenge shared their coding creation
- 23. View Full Case 93.6 % Uplift on accounts created Brand Awareness: Street Artist Competition
- 24. ADESTRA EMAIL SUMMIT Automation Strategy • Welcome email • Onboarding program • Product alerts • Lead nurturing
- 25. ADESTRA EMAIL SUMMIT Welcome Email • To welcome new prospect sign-ups • Develop a communication channel with the Kano community • Encourage customers to write their first line of code Open rate of 47% and Click-through rate of 20%
- 26. ADESTRA EMAIL SUMMIT Onboarding Program • Series of 8 automated emails over 38 days after buying a Harry Potter Kano Coding Kit • Created a content journey including tips, games and blogs • Encourage usage of the kit and engage with the community Email 1 OR: 37% Email 6 OR: 22%
- 27. ADESTRA EMAIL SUMMIT Next steps…
- 28. ADESTRA EMAIL SUMMIT Next Steps • Get smarter with targeting our audience • Using customer insight data from kits to target customers on usage
- 29. ADESTRA EMAIL SUMMIT Thank you
- 30. ADESTRA EMAIL SUMMIT Roundtable Sessions • Social Media • Website • Paid Advertising • Connected Technology • Offline 1 roundtable for 10 minutes then switch to second
Editor's Notes
- Intro to who you guys are… I don’t mind how you do this… a video if you have one – I would like to show this after you talk, perhaps a few one liners but we can show this to illustrate the computers and how they work https://www.youtube.com/watch?time_continue=4&v=J425mr1bYyU A new kind of computing company Creative computing anyone can make An international community of creators
- Who you are.. Your experience.. What your role covers
- This then leads on to- how do you automate any of these communications from the point of on-boarding through to lead nurturing. I think the program we focus on here is the on-boarding one as this is showcases multi stage to programs/different content/clear objectives
- GMA- focus here is to give an overview of the list growth strategy you had and why? The overarching outcome was growth of 49 % At this stage not detail on how you did it, but just introduce what you had in your arsenal What is your list growth focus on? q42017vs q12018- growth of 49% - growth during christmas holidays- overlay on the website, new users, competition- chance to sign up Buy new kit- when register the kit- given an option to sign up to emails at christmas time All marketing channels across christmas- paid/social channels Impact- data set that needed more segmentation- opened you up to targeting based on engagement/data fields Data growth 2017 Q4 to 2018 Q1 - grew by 49% due successful gifting campaign driving traffic to website to purchase at Kano and also people powering up their kits from Christmas Day 2018 Q1 - 2018 Q2, data grew by 45%, this is due to the Street Artist Competition campaign where we drove traffic to Kano World and encouraged people to write their first line of code and register on KW. Our first big campaign that wasn’t focused on sales but more engagement and brand awareness. From this, we saw an uplift of 93.6% of account registrations YoY and 13.3% conversion rate (from account registration to entering the competition) We used all mediums include paid media, social media, influencers, PR and email First multi channel campaign to drive engagement rather than users.
- Who you are.. Your experience.. What your role covers
- GMA- you mentioned getting some adverts from the web team on the paid advertising you did prior to black Friday. Some screenshots of this would be amazing
- GMA- do you have any sales stats for this period last year you would be prepared to share?
- GMA- do you have any sales stats for this period last year you would be prepared to share?
- GMA- do you have any sales stats for this period last year you would be prepared to share?
- GMA- do you have any sales stats for this period last year you would be prepared to share?
- Who you are.. Your experience.. What your role covers
- Segmentation of the data is part of any campaign and allows you to focus on groups of people… I would like to use your black Friday example here because I think you did an awesome job of it. I have taken some screenshots of the difference in campaigns based on segment and that would be really good to expand on.. Why did you decide to do this? How did you decide on the breakdown of content like this? Did you see any differences?
- Reference the case study here.. As to stats
- This then leads on to- how do you automate any of these communications from the point of on-boarding through to lead nurturing. I think the program we focus on here is the on-boarding one as this is showcases multi stage to programs/different content/clear objectives
- Outcomes from this approach? How has it achieved the objective? How can you tell?
- What were the objectives? List what they were?
- Who you are.. Your experience.. What your role covers
- Can you expand these points please?
- Who you are.. Your experience.. What your role covers