Как настроить email маркетинг для ревьюшных проектов
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This document discusses email marketing strategies for review projects. It recommends using data from multiple sources to build granular customer segments and enable trigger-based automation at scale. It also advocates using a multichannel approach, with automated omnichannel customer journeys across websites, apps, and communication channels to improve engagement, purchases, and retention.
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Как настроить email маркетинг для ревьюшных проектов
- 1. Как настроить email маркетинг для ревьюшных проектов NaZapad, 2020 Кудренко Дмитрий, eSputnik
- 4. Люди говорят, что ROI у email х40 ...Но у нас конверсия маленькая (OR 5%) ...Мы знаем – работает, но руки не доходят
- 8. А что с ревьюверами?
- 10. DOI Double Opt-In (DKIM, DMARC, SPF) Postmasters.. GDPR General Data Protection Regulation http://bit.ly/es-gdpr http://bit.ly/2xu3AMT Подробнее: esputnik.com/perspektivy-emeyl-marketinga-v-gdpr
- 12. «Європа і бик» — викрадення Європи Юпітером. Картина Гюстава Моро (1869)
- 15. according to Marketing Metrics
- 26. +BigData, ML +CRM +ESP Basic Shu Follow the rule Ha Break the rule Ri Be the rule ShuHaRi - email matrix © eSputnik.com
- 28. +BigData, ML +CRM +ESP Basic Shu Follow the rule Ha Break the rule Ri Be the rule Что? Почему?
- 29. Different view on standard things: choose the right metric build message faster build relevant segment Do split tests prepare right hypotheses and experiment Organize knowledge Automate all routine gather data and metrics Automate success insights Find the best conditions to start уменьшить время прохождения
- 30. +BigData, ML +CRM +ESP Basic Shu Ha Ri Деньги
- 31. +BigData, ML +CRM +ESP Basic Shu Ha Ri Область супер “фич”
- 33. +BigData, ML +CRM +ESP Basic Shu Ha Ri Маркетинг начинается тут
- 34. +BigData, ML +CRM +ESP Basic Shu Ha Ri Проблемная зона
- 35. +BigData, ML +CRM +ESP Basic Shu Ha Ri TODO список Что работает Почему работает Меняем бизнес
- 38. contact message time channel R R R R R R = 4R...7R R
- 39. Data Gathering Data collection from external sources to enrich your contact database. Connect external sources for granular segmentation and trigger-based automation at scale. Match user identities across your website, app, different communication channels and devices to one contact profile in your database.
- 42. Singlechannel
- 44. Multichannel
- 45. Omnichannel
- 46. Omnichannel flow example 15% Off Welcome/coupon Recommendations Retargeting Reminder Free shipping Purchase 1 2 3 4 5 6 7
- 47. 3+ channels benefits x2.5 in engagement and purchases +13% in customers spend +90% in retention
- 48. Примеры удачных сочетаний Подписка (web.push + email) Ремаркетинг (web.push / paid) Оптимизация цены коммуникации Реактивация Усиление стандартных триггеров
- 49. Брошенная корзина Open Click ~80% ~5% Open Click ~20% ~5%
- 50. Брошенный просмотр Open Click ~80% ~5% Open Click ~25% ~6%
- 52. Omnichannel MUST BE automated
- 56. Product recommendations for website visitors When Tom views his cart, he sees related products that were bought together with the items he is going to buy When Helen visits the main page, she sees product recommendations based on her preferences
- 59. Product recommendations for website visitors
- 61. RIGHT MESSAGE RIGHT PEOPLE RIGHT TIME RIGHT CHANNEL RIGHT CONTEXT We deliver the to the in the through the with the
Editor's Notes
- • Omnichannel is customer-centricity. • Omnichannel marketing can improve ROI, customer retention rate, and increase average customer spend. • Omnichannel automation is not only important, it can be used at each step of the customer journey. • Automation isn’t just for email. Automate your messages to increase your efficiency and add other channels into your automation workflows for an omnichannel experience. • Centralize your customer data and keep each member of your team in the loop with your strategy. • Perform regular audits of your customer experience to truly understand your customer. • Ask for feedback from your customer at multiple points of the customer journey, and do it regularly. • Layer your segmentation for more precise targeting so your message is always relevant to your customer. • Measure your results systematically to keep your data up-to-date and improve your processes