I'm currently editing a new best practice report on Email Marketing for Econsultancy. As part of the research for this report we invited client-side email marketers to discuss the main challenges of email marketing and also to validate a diagnostic tool for assessing email marketing capability.

1. Email Marketing roundtable 13:00 - 15:00 4th June 2009 Facilitators: Dave Chaffey, Marketing Insights Ltd Peter Abrahams, Econsultancy

2. The biggest challenge in Email marketing?

3. Today’s topic: improving engagement and value

4. How refined is your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

7. Email capability model review

8. Q. Which targeting factors give best response?

9. Example of dynamic content insertion Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion Tip. Change order of offers or features according to segment to increase relevance

10. The Argos approach: Identifying “unfulfilled intent” Tip. Identify Next best “hero” product for each category

11. Personalised British Airways Trip Guide Personalized with customer name Direct link to “My booking” area of BA.com Search fields pre-populated with customer travel dates and destination Customized destination information including sightseeing and airport info Source:

13. The eBay approach: segmentation layers

14. Behavioural Email development Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity program Full marketing email program Customer service emails Source: Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers

15. “ Learn more through time…”

16. Incentivising multichannel purchase

18. The Argos approach: Identifying “unfulfilled intent” Tip. Identify Next best “hero” product for each category

20. Test video

21. http://www.rei.com/email/gearmail/gm022709_vid.html http://www.retailemailblog.com/2009/03/am-inbox-reis-embedded-animation-video.html

26. Optimise your “pre-headers”!

27. Make your Emails mobile