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Frukostseminarie 2010-11-23
- 1. Kom närmare dina kunder och sälj mer med e-postmarknadsföring Marcus Nyman Regional Manager Emailvision Scandinavia
- 2. Marcus Nyman Regional Manager Emailvision Scandinavia The Jerry Maguire guide to email marketing
- 3. slide 3marcus.nyman marcusnyman EMV_Scandinavia Din guide i e-postdjungeln Marcus Nyman Hemlig talang: Kan cykla enhjuling Har arbetat med e- postmarknadsföring sedan 2002 Leder Emailvision* i Norden Älskar testning, och sina barn** * Emailvision - i inkorgen sedan 1999 470 anställda i Paris, London, Hamburg, New York, Bryssel, Amsterdam, Barcelona, Milano, Shanghai, Sao Paolo, Malmö, Stockholm, Helsingfors ** 4, vid senaste inräkningen
- 4. slide 4marcus.nyman marcusnyman EMV_Scandinavia Vi arbetar med t.ex.
- 5. slide 5marcus.nyman marcusnyman EMV_Scandinavia Våra 30 minuter tillsammans Retentionsmarknadsföring via e-post E-postmarknadsföringens roll i kundlivscykeln E-postkanalens karaktäristik Varför e-post? The Road To Relevance To-Do-lista i fyra steg Hands-on exempel Strategisk planering
- 6. slide 6marcus.nyman marcusnyman EMV_Scandinavia
- 7. slide 7marcus.nyman marcusnyman EMV_Scandinavia Kundretention Customer Retention is the activity that a selling organization undertakes in order to reduce customer defections. en.wikipedia.org/wiki/Customer_retention
- 8. slide 8marcus.nyman marcusnyman EMV_Scandinavia webshop Affiliate Banners Meta E-postmarknadsföring Trafikskapande Leadgenerering Förstagångsköp leadkonvertering Upsell, Cross Sell Viral, Återaktivering SEM Kundlivscykeln i e-handel Kundretention
- 9. slide 9marcus.nyman marcusnyman EMV_Scandinavia”SHOW ME THE MONEY!”
- 10. slide 10marcus.nyman marcusnyman EMV_Scandinavia ”1USD spent on email in ecommerce gives 43 USD back” From the US DMA economic impact study “Power of Direct”. Read more in: www.emailvision.se/resurser-email-marketing/white-papers-rapporter
- 11. slide 11marcus.nyman marcusnyman EMV_Scandinavia Retention vs Acquistion metrics Acquistion CPC 2 kr CR 5% CPA 40 kr Enstaka köp Retention email 0.01 kr OR 20% CTR 5% CR 5% CPA 4 kr Repetitiva köp
- 12. slide 12marcus.nyman marcusnyman EMV_Scandinavia Styrkor / möjligheter Kostnadseffektivt Inlärt beteende Branding Innehåll Social Svagheter / risker Bakgrundsbrus Spam Traditionellt On Brand E-postkanalens karaktäristik
- 13. slide 13marcus.nyman marcusnyman EMV_Scandinavia To–Do list Skapa en relation med mig Förstå mig Bli relevant för mig Help Me Help You
- 14. slide 14marcus.nyman marcusnyman EMV_Scandinavia 1. Skapa en relation med mig
- 15. slide 15marcus.nyman marcusnyman EMV_Scandinavia Artig Annorlunda Ambitiös Agressiv Var, hur och varför?
- 16. slide 16marcus.nyman marcusnyman EMV_Scandinavia Inwear.dk Quid Pro Quo – bra eller dåligt?
- 17. slide 17marcus.nyman marcusnyman EMV_Scandinavia Make it REALLY easy mytights.com Get to first base first
- 18. slide 18marcus.nyman marcusnyman EMV_Scandinavia Then to second
- 19. slide 19marcus.nyman marcusnyman EMV_Scandinavia 2. Förstå mig Sometimes you want to go where everybody knows your name, and they're always glad you came. You wanna be where you can see, our troubles are all the same You wanna be where everybody knows your name.
- 20. slide 20marcus.nyman marcusnyman EMV_Scandinavia cottontraders.co.uk Interagera direkt i e-post
- 21. slide 21marcus.nyman marcusnyman EMV_Scandinavia uswitch.com Interagera i Preferenscenter
- 22. slide 22marcus.nyman marcusnyman EMV_Scandinavia Interagera kreativt
- 23. slide 23marcus.nyman marcusnyman EMV_Scandinavia sony.com Dialog
- 24. slide 24marcus.nyman marcusnyman EMV_Scandinavia stminverltd.com (Kunde det gjorts ännu bättre?) Dialog
- 25. slide 25marcus.nyman marcusnyman EMV_Scandinavia Observera utan att fråga
- 26. slide 26marcus.nyman marcusnyman EMV_Scandinavia B2B – mer data, högre värde
- 27. slide 27marcus.nyman marcusnyman EMV_Scandinavia 3. Var relevant för Mig Någon annan Någon annan Någon annan Någon annan
- 28. slide 28marcus.nyman marcusnyman EMV_Scandinavia ”YOU HAD ME AT HELLO!”
- 29. slide 29marcus.nyman marcusnyman EMV_Scandinavia Relevans, Relevans, Relevans ”Ett dåligt mail till en bra lista ger bättre ROI än ett bra mail till en dålig lista”
- 30. slide 30marcus.nyman marcusnyman EMV_Scandinavia ”How nice of them to think of me” Drayton Bird* * en.wikipedia.org/wiki/Drayton_Bird
- 31. slide 31marcus.nyman marcusnyman EMV_Scandinavia Vad är motsatsen till relevant?
- 32. slide 32marcus.nyman marcusnyman EMV_Scandinavia 87.3%
- 33. slide 33marcus.nyman marcusnyman EMV_Scandinavia The Rise of the Ultra Managed Inbox
- 34. slide 34marcus.nyman marcusnyman EMV_Scandinavia ”Be a marketer, not a spammer”
- 35. slide 35marcus.nyman marcusnyman EMV_Scandinavia Motiverade insatser Frequency Recency Value Paralysis by Analysis
- 36. slide 36marcus.nyman marcusnyman EMV_Scandinavia Unikt värdeskapande
- 37. slide 37marcus.nyman marcusnyman EMV_Scandinavia meccabingo.com Win-back
- 38. slide 38marcus.nyman marcusnyman EMV_Scandinavia comparethemarket.com Cyklisk kommunikation
- 39. slide 39marcus.nyman marcusnyman EMV_Scandinavia Brands4friends.de Shopping cart abandonment
- 40. slide 40marcus.nyman marcusnyman EMV_Scandinavia hotelconnect.co.uk Relevans genom bildspråk
- 41. slide 41marcus.nyman marcusnyman EMV_Scandinavia sony.com Relevans genom innehållsmoduler
- 42. slide 42marcus.nyman marcusnyman EMV_Scandinavia Ämnesrad OR CTR CR Index Tävla och vinn 10 000 kr 38.19 9.35 6.74 100 Vinn en SPA-helg värd 10 000 kr 35.76 11.03 9.19 136 Marcus, vinn en SPA-helg 38.01 15.45 10.67 158 Vinn en SPA-resa i Härjedalen 33.23 16.76 11.01 163 Relevans redan i ämnesraden
- 43. slide 43marcus.nyman marcusnyman EMV_Scandinavia Information / Observations Conclusion Analysis Akademisk uppsats
- 44. slide 44marcus.nyman marcusnyman EMV_Scandinavia Conclusion Details Background Information Email Sender Name Subject Line Preview Pane
- 45. slide 45marcus.nyman marcusnyman EMV_Scandinavia +23.03% +10.60% brands4friends.de Inget krossar en uppfattning snabbare än statistik ? ?
- 46. slide 46marcus.nyman marcusnyman EMV_Scandinavia I Choose I Need I Become Aware I Buy I Use I Enjoy I Want Från taktik till strategi 1
- 47. slide 47marcus.nyman marcusnyman EMV_Scandinavia Från taktik till strategi 2 Welcome& guaranteeinformation Sony Home Entertainment Lifecycle Registration 168days 0 Sameday Movies&Blu-RayDiscTM 28days Bringthecinemahome 56days Bringgamingtolife 140days ThankYou– ProductSurvey 14days Experiencethefuture now ExpandyourHorizons 84days YourlifeinHD 112days
- 48. slide 48marcus.nyman marcusnyman EMV_Scandinavia Kundlivscykel
- 49. slide 49marcus.nyman marcusnyman EMV_Scandinavia”4. HELP ME HELP YOU!”
- 50. slide 50marcus.nyman marcusnyman EMV_Scandinavia Facebooks ”Social Inbox”
- 51. slide 51marcus.nyman marcusnyman EMV_Scandinavia Social – en nästan gratis lunch
- 52. slide 52marcus.nyman marcusnyman EMV_Scandinavia 10 000 Facebook Fans på 24 timmar Youtube.com/emailvisionTV
- 53. slide 53marcus.nyman marcusnyman EMV_Scandinavia Storytelling
- 54. slide 54marcus.nyman marcusnyman EMV_Scandinavia EmailvisionTV marcusnyman EMV_Scandinavia Marcus Nyman mnyman@emailvision.com www.emailvision.se Tack!
Editor's Notes
- Following on from Nick’s overview, the key points we as Email Marketers should focus on are - Getting the basics right - Then optimising all aspects of your Email Marketing Program - With ultimate goal of working smarter, improving your response rates and therefore increasing your ROI. The key theme throughout the presentation will be to MAKE EMAILS MORE TARGETED, DYNAMIC, PERSONALISED AND RELEVANT WITH THE GOAL OF INCREASING RESPONSE RATES AND ULTIMATELY YOUR ROI In this presentation we will cover: - Data – How to grow your list and how to retrieve value information from your members - Segmentation (backend data) – making emails more relevant by targeting your emails to customers interests from the information gathered in point - Emails (front customer experience) – making emails more dynamic, personalised and relevant to their needs (better customer experience) - Automating email marketing – improving efficiency while at the same time improving the customers journey - Understanding how deliverability works and how we can ensure the improvements made above are not hindered by deliverability issues All points above will be followed up with current clients examples which have been easy to implement
- Following on from Nick’s overview, the key points we as Email Marketers should focus on are - Getting the basics right - Then optimising all aspects of your Email Marketing Program - With ultimate goal of working smarter, improving your response rates and therefore increasing your ROI. The key theme throughout the presentation will be to MAKE EMAILS MORE TARGETED, DYNAMIC, PERSONALISED AND RELEVANT WITH THE GOAL OF INCREASING RESPONSE RATES AND ULTIMATELY YOUR ROI In this presentation we will cover: - Data – How to grow your list and how to retrieve value information from your members - Segmentation (backend data) – making emails more relevant by targeting your emails to customers interests from the information gathered in point - Emails (front customer experience) – making emails more dynamic, personalised and relevant to their needs (better customer experience) - Automating email marketing – improving efficiency while at the same time improving the customers journey - Understanding how deliverability works and how we can ensure the improvements made above are not hindered by deliverability issues All points above will be followed up with current clients examples which have been easy to implement
- Growing Lists Growing a database is essential to every Email Marketer as this increases the chance of improving ROI. This is often hindered by - Lack of budget (expensive to purchases lists or promoting email registrations as a separate entity, time consuming) - Implementation times from IT departments - Lack of understanding how all marketing mediums work together - Buy in from board members on the importance of general new customers (correctly) However, there are a few quick wins which are relatively inexpensive and easy to implement: - Grow list at every contact point, including instore, call centres, social networks, trade shows, conferences, flyers, competitions, on all pages of website etc.. multichannel - My Tights - Incentive for sign up - %discount, exclusive offers, VIP discounts (MyTights) - Handbag - Make registration easy – minimises chances of customers not completing registration - Centaur - Make clients aware – improving the customers experience - Handbag - Asking friends to sign up – easy to implement from A consumer can control the volumes with email marketing, more so than other marketing channels. Ensure consumer knows what they’re signing up for – weekly newsletters, monthly promotions, daily alerts (Centuar – New Media Age)
- Growing Lists Growing a database is essential to every Email Marketer as this increases the chance of improving ROI. This is often hindered by - Lack of budget (expensive to purchases lists or promoting email registrations as a separate entity, time consuming) - Implementation times from IT departments - Lack of understanding how all marketing mediums work together - Buy in from board members on the importance of general new customers (correctly) However, there are a few quick wins which are relatively inexpensive and easy to implement: - Grow list at every contact point, including instore, call centres, social networks, trade shows, conferences, flyers, competitions, on all pages of website etc.. multichannel - My Tights - Incentive for sign up - %discount, exclusive offers, VIP discounts (MyTights) - Handbag - Make registration easy – minimises chances of customers not completing registration - Centaur - Make clients aware – improving the customers experience - Handbag - Asking friends to sign up – easy to implement from A consumer can control the volumes with email marketing, more so than other marketing channels. Ensure consumer knows what they’re signing up for – weekly newsletters, monthly promotions, daily alerts (Centuar – New Media Age)
- It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base. - St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver) - MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights - Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch - Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails - Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests - Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
- It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base. - St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver) - MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights - Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch - Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails - Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests - Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
- Forrester recently published statistics that 60% marketers are still using ‘Spray & pray’ email broadcasts. Consumer behaviours are changing more frequently during an economic downturn, demand for value increases. Using the valuable info gathered from customers, we can segment emails better making them more targeted to a customers interests, making them more relevant which improves response rates. Examples from customers are: Getting the categories right – ultimately the factors that will affect buying behaviour - Cotton Traders - Clothing retail – male/female (Cotton Traders – gender specific promotions) - Sainsbury’s - FMCG – purchase value (sainsburys) - Siblu - Holidays – children/families (Siblu – family imagery/offers)- Sony - Sony – product code drives content and imagery
- It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base. - St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver) - MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights - Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch - Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails - Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests - Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
- Here are some examples of clients who are using automation effectively to improve efficiency, customer experience, response rates and ROI Quick wins – industry specific - Reactivation – based on date of last purchase (Rank Interactive) - Customer satisfaction – 3 weeks after purchase (Sony) - Time to lapse – insurance policy ending (Compare the Market) - Triggered reminders – details of upcoming travel, welcome home emails (HotelConnect – have a lovely stay + booking details – Welcome back with discounts for future bookings)
- It is NB that while we are growing our list that we continue to get more info from clients (interests, demographics, mailing preferences, etc). This will help improve the relevancy increasing customer engagement and ultimately response rates. Here are some practical ways to gain valuable insight from the customer base. - St Minver - Unsubscribe feedback – ask a simple ‘why are you unsubscribing’ on website. Learning for the future. (St Minver) - MyTights - 2-stage sign up process – make it easy to register and then encourage customers to fill out as much optional info as possible, making emails more relevant - MyTights - Uswitch - Preference centre – Ask customers what emails they want to sign up for as well as what kind of communication would interest them in the future - Uswitch - Figleaves - Data capture forms – request customers to fill out more details about themselves once they have registered (through weekly emails). We suggested putting the form in all your emails - Kurt Geiger - Update links – ask a customer in an email what communication they prefer is easy to do and improves the experience. Also, the customer will be sure to look out for your next email to see if you have taken on board their requests - Bluesquare - Activity/non-activity – customers can be targeted different with different messages based on their activity
- Here are some examples of clients who are using automation effectively to improve efficiency, customer experience, response rates and ROI Quick wins – industry specific - Reactivation – based on date of last purchase (Rank Interactive) - Customer satisfaction – 3 weeks after purchase (Sony) - Time to lapse – insurance policy ending (Compare the Market) - Triggered reminders – details of upcoming travel, welcome home emails (HotelConnect – have a lovely stay + booking details – Welcome back with discounts for future bookings)
- Here are some examples of clients who are using automation effectively to improve efficiency, customer experience, response rates and ROI Quick wins – industry specific - Reactivation – based on date of last purchase (Rank Interactive) - Customer satisfaction – 3 weeks after purchase (Sony) - Time to lapse – insurance policy ending (Compare the Market) - Triggered reminders – details of upcoming travel, welcome home emails (HotelConnect – have a lovely stay + booking details – Welcome back with discounts for future bookings)
- Once step further after targeting customers better is to create the email which is suited to their needs or interests. This can be achieved by using the customer information gathered making the emails more dynamic, personalised and relevant increasing the customer experience with the ultimate goal of increasing response rates. Some clients who are implementing this affectively are: - Sony - Eurostar - Hotel Connect
- Once step further after targeting customers better is to create the email which is suited to their needs or interests. This can be achieved by using the customer information gathered making the emails more dynamic, personalised and relevant increasing the customer experience with the ultimate goal of increasing response rates. Some clients who are implementing this affectively are: - Sony - Eurostar - Hotel Connect
- Sony TVME (home entertainment) : Customer Purchase Journey Series of communications triggered by product registration 1st communication is received within a matter of seconds welcoming the customer with their support & guarantee information Then they start receiving emails after 14 days, 28 days, 56 days etc…
- Full lifecycle An opportunity to create a series of targeted emails focused on relevant and regular communication and at the same time improving brand or product awareness, customer insight, cross and up sell opportunities Reports have shown that this can double response rates.
- Storytelling – christmas is the ultimate story 2-way communication/interaction Trends for 2010 Social media goes mainstream Marketers surrender their brands to the community Emergence of the ‘Community manager’ Storytelling as competitive advantage Email takes on a greater importance Examples of storytelling 7 rules of storytelling Make the inward journey to self-knowledge Create your authentic story Engage your followers Embody the story Project… in your natural voice Personalise Simplify