Defines the best practices and benchmarks for online strategy and email campaigns.

1. EMAIL & MOBILE STRATEGY

2. • Inform
receiver
that
verifica1on
is
needed
• A5er
verifica1on
of
the
e-­‐mail
address,
the
user
has
to
be
taken
back
exactly,
at
the
step
of
the
process
that
he
le5
• Check
the
validity
of
an
e-­‐mail
address
by
sending
a
confirma8on
message
that
contains
an
ac8vator
link
Best
prac8ce
descrip8on
$
Costs
Implementa8on
Tips
• %
of
sent
verifica1on
e-­‐mails
that
didn’t
lead
to
a
confirma1on
• %
of
valid
e-­‐mail
addresses
in
the
database
Channel
/
Service
Validity
of
e-­‐mail
address
++
Benefits
Pre-­‐requisites
Benefits
Challenges
Ü Implement
a
technical
solu8on
to
manage
valida8on
of
e-­‐mails
Ü Increase
quality
of
e-­‐
mail
database
Ü Increase
deliverability
of
e-­‐
mails
Ü Determine
impact
of
adding
one
step
to
the
inscrip8on
phase
Online/
call-­‐
centers
Category
TBC
Objec8ves
and
suggested
indicators
Priority
1
• Valida1on
check
of
e-­‐mail
addresses
guarantees
quality
of
collected
e-­‐mail
addresses
Business
ra8onale

3. • The
subject
line
of
the
e-­‐mail
is
the
most
important
item
to
personalize:
• Use
less
than
50
characters
(see
appendix)
• Use
the
name
of
the
person
• Avoid
using
expressions
that
resemble
spams
• The
body
of
the
message
should
contain
references
to
the
context
in
which
the
recipient
interacts
with
(client's
name)
• Proceed
to
A
/
B
tes1ng
to
op1mize
tac1cs
• Personalize
e-­‐mail
campaigns
by
making
references
to
personal
details
and
context
of
the
rela8on
with
(client's
name)
Best
prac8ce
descrip8on
$$$
Costs
Implementa8on
Tips
• Open
rate
of
e-­‐mails
• Click
trough
rate
of
e-­‐mails
• Opt-­‐outs
consecu1ve
to
campaign
Channel
/
Service
Personalize
e-­‐mail
campaigns
+++
Benefits
Pre-­‐requisites
Benefits
Challenges
Ü Implement
connec8on
between
e-­‐mail
broadcas8ng
tool
and
databases
where
clients
/
prospects
data
are
stored
Ü Increase
open
rate
Ü Decrease
opt-­‐out
through
beMer
targe8ng
Ü Control
workload
associated
to
produc8on
of
differen8ated
content
TBC
Category
Usage
Objec8ves
and
suggested
indicators
Priority
2
• Personaliza1on
of
e-­‐mail
campaigns
enhances
open
rates
and
transforma1on
rates
through
beVer
targe1ng.
Business
ra8onale

4. • Manage
rela1onship
with
ISP’s:
obtain
white-­‐lis1ng
of
technical
infrastructure
used
for
broadcas1ng
e-­‐
mails
• External
provider
of
e-­‐mail
broadcas1ng
tools
are
probably
to
be
preffered
over
internaliza1on
since
their
infrstractures
are
white
listed
• Op8mize
deliverability
of
e-­‐mails
by
managing
rela8onships
with
ISP’s
and
increasing
compa8bility
with
major
mail
systems
Best
prac8ce
descrip8on
$
Costs
Implementa8on
Tips
• So5
Bounce
• Hard
Bounce
• Open
Rate
Channel
/
Service
Op8mize
deliverability
++
Benefits
Pre-­‐requisites
Benefits
Challenges
Ü Analyze
present
deliverability
rates
to
assess
if
specific
ac8on
is
needed
Ü Limit
SoT
Bounce
and
Hard
Bounce
rates
Ü Increase
Open
rates
Ü Monitoring
of
bounce
rate
needs
to
be
thoroughly
implemented
in
order
to
take
quick
ac8on
in
case
of
black
lis8ng
by
ISP’s
TBC
Category
Usage
Objec8ves
and
suggested
indicators
Priority
1
• To
ensure
best
results
in
e-­‐mail
deliverability,
the
broadcas1ng
system
has
to
be
in
compliance
with
specific
technical
requirements
to
ensure
compa1bility
with
most
common
mail
systems
and
white
listed
by
ISP’s
Business
ra8onale

5. • Send
a
maximum
of
one
newsleVer
every
two
months
• Adjust
commercial
pressure
according
to
reac1vity
of
recipients,
by
broad
groups:
• Sleeping
contacts
(never
opened
any
e-­‐mail):
minimum
pressure
• Normal
contacts:
open
rates
are
within
benchmarks:
standard
pressure
• High
reac1vity:
maximum
pressure
• Allow
recipients
to
set
e-­‐mail
frequency
themselves
• Allow
easy
opt-­‐outs,
in
accordance
with
local
legisla1on
• Set
contact
rules
thresholds
for
e-­‐mail
marke8ng
opera8ons
Best
prac8ce
descrip8on
$
Costs
Implementa8on
Tips
• Open
rates
• Opt-­‐outs
following
an
e-­‐mail
campaign
Channel
/
Service
Set
contact
rules
thresholds
for
e-­‐mail
marke8ng
opera8ons
+++
Benefits
Pre-­‐requisites
Benefits
Challenges
Ü Manage
e-­‐mail
campaigns
through
a
unique
tool
Ü Increase
open-­‐rate
of
e-­‐mails
Ü Limit
opt-­‐outs
Ü Do
not
over-­‐use
the
e-­‐mail
and
generate
massive
opts-­‐out
Ü Commercial
pressure
needs
to
be
managed
from
a
customer
centric
point
of
view
TBC
Category
Usage
Objec8ves
and
suggested
indicators
Priority
1
• The
right
level
of
commercial
pressure
can
be
found
through
segmenta1on
based
on
recipient
profiles,
ac1ons
and
preferences.
Business
ra8onale

6. • Conduct
cost
/
benefit
analysis
to
define
a
roadmap
for
data
integra1on
and
ensure
priori1za1on
• Create
a
centralized
prospects
and
events
database
that
consolidates
all
available
data:
socio-­‐demographics,
preference,
contact
history
(…)
Best
prac8ce
descrip8on
$
$
$
Costs
Implementa8on
Tips
• %
of
e-­‐mail
address
per
contact
• Cost
per
contact
(more
channels
available
to
contact
customers
through
consolida1on
of
data
across
databases)
Channel
/
Service
Create
centralized
prospects
&
events
databases
+++
Benefits
Pre-­‐requisites
Benefits
Challenges
Ü Iden8fy
where
all
the
data
are
stored
Ü Enhance
learning
curve
on
customer
behavior
Ü Adjust
centrally
commercial
pressure
from
a
customer
centric
perspec8ve
Ü Make
sure
opt-­‐out
is
communicated
to
all
databases
Ü Priori8ze
data
to
be
integrated
TBC
Category
Collect
Objec8ves
and
suggested
indicators
Priority
2
• Centralized
prospects
and
event
databases
enable
customer
centric
rela1on
management
Business
ra8onale

7. Benchmarks
for
Personaliza8on
7
Paris
-­‐
04
May
2009
Source
:EMAIL
MARKETING
METRICS
REPORT
JULY
-­‐
DECEMBER
(H2)
2008
by
Mailer
Mailer

8. Benchmarks
for
Personaliza8on

9. Benchmarks
for
Personaliza8on

10. Benchmarks
for
Personaliza8on

11. Download the Complete
Presentation for $45 at
Consulting Café.
hVp://www.consul1ngcafe.com/products/e-­‐strategy-­‐business-­‐model