Email is the top channel for ROI, yet few of us are leveraging its full potential. With so many shiny new technologies out there, how do we separate the essential from the distractions? Find out what’s important when building an email strategy that performs and bring results! In this practical session, Danielle Woolley, Head of Customer Success, will share case studies, tips and advice to help you identify what’s right for your business, turn your plans into reality and deliver on your email objectives

1. Reach your true
(email) potential
Danielle Woolley, Head of Customer Success
@daniatadestra

2. Email is #1 for ROI
© 2018 Upland Software, Inc.2 | Company Confidential
Figure 9: How do you rate the following channels or disciplines in terms of
return on investment?
Source: Econsultancy, Email Marketing Industry Census 2018

3. 93% of
companies see
an uplift in
conversion
rates using
personalisation
Source: Econsultancy Conversion Rate Optimisation Report, 2017

4. The majority of
marketers are only
in the early stages
of personalising
their campaigns
Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra

5. 1. Integrating data
2. Lack of resources / time / skills
3. Where to focus
4. Lack of technology
5. Developing processes and rules
Challenges

6. advanced segmentation
mobile responsive templates
video content
kinetic design
multi-channel triggers
content personalization
location-based content
lead nurturing
lifecycle automation
ratings and reviews
dynamic content
real-time content
progressive profiling
dynamic social feeds
send time optimization
product recommendations
predictive modelling
multi-variant testing
cross-channel orchestration

7. So how do I build an email strategy that
delivers results?

8. Start with
your
customer
Be clear on
your goals
Get buy in

9. Start with the customer
© 2018 Upland Software, Inc.

11. Fit comes first You speak, we listen This offer has your name on it The time is now

12. Be clear on your goals
© 2018 Upland Software, Inc.

13. Grow email revenue by
15% in 12 months
Increase revenue from
existing customers Acquire new customers
Convert single-buyers
to multi-buyers
Increase frequency
of purchase
Increase
spend
Winback lapsed
customers
Single to Multi-buyer
program
Post-purchase
cross-sell program
Minimum spend offer
by segment
Winback program
Commercial
goal
Customer
strategy
Lifecycle
strategy
Tactics
KPIs Repeat order rate,
Multi-buyer segment size
Conversions,
Revenue
Average order value Reduce lapsed segment,
Revenue

14. For over 60 years, Blinds To Go has been dedicated to
providing the finest quality blinds and shades at the lowest,
factory-direct prices.
• Poor inbox placement
• One-size-fits-all content
• Low engagement
• High attrition

15. 3+
0
in-active very active
purchases
email engagement
Super active
customers
1
2
Loyal
customers
Non-
customer
(active)
Non-
customer
(non- active)
Single purchasers
(last 2 years)

16. A pragmatic and customer-focused approach
 Dedicated IP address and deliverability consultancy
 Segmentation strategy
 Testing strategy across BAU and automated campaigns
 Re-engagement strategy

17. Get buy in

18. Lifecycle optimization drives revenue uplift for
multi-channel retailer Ardington

19. Lifecycle optimization drives revenue uplift for
multi-channel retailer Ardington
Convert Develop Retain Re-activate
Thank you for
your order
Birthday
Welcome Re-engagement
Winback
Newsletters
Abandon basket
Anniversary
Price Drop
Back in stock
Non mailed cross
channel

20. 20 | Company Confidential
+80%
Email
Revenue
Email Revenue
+91%
+23%
+17%
Email
Revenue
Conversion Rate
+21%
+6%
+50%
Email
Revenue
Email Traffic
+60%
+29%

21. Start with
your
customer
Be clear on
your goals
Get buy in

22. Thank you