1. HOW TO BOOST EMAIL
MARKETING PERFORMANCES

2. 30 MINUTES
food for thought doing permission
marketing
2

3. BUILDING CUSTOMER-CENTRIC RELATIONSHIPS
3

4. Most important KPI:
CPnO (Cost Per new Customer)
CLTV (Customer Life Time Value)
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5. WHY CARE ?
10.000.000.000
Bankrupt webshops
2012 # 55

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7. Repeat buy?
E-COMMERCE MAILORDER CATALOGUE
ORDER NUMBER REBUY ACCUM. UTILIZATION NUMBER
REBUY ACCUM. UTILIZATION
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8. 10% Loyalty improvement
conv. To
CpC buy % CpO
Today € 0,40 1,8 € 22,22
Future € 0,40 1,8 € 22,22
Reference numbers for the customer (BEFORE)
Re-buy CpO Basket Margin Margin € Contribution
1st buy € 22,22 € 51,00 40% € 16,73 € -5,49
2nd buy 35% € 5,85
3rd buy
4th buy
45%
50%
10% = 38% Value €
€
2,63
1,32
5th buy 70%
20% = 81% Value € 0,92
Total direct contribution after 5 buys (CLTV) € 5,23
30% = 2,3X Value
Reference numbers for the customer (AFTER 6 MTH)
Re-buy CpO Basket Margin Margin € Contribution
1st buy € 22,22 € 51,00 40% € 16,73 € -5,49
2nd buy 38,5% € 6,44
3rd buy 49,5% € 3,19
4th buy 55,0% € 1,75
5th buy 77,0% € 1,35
Total direct contribution after 5 buys (CLTV) € 7,24
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9. Business value = Loyalty
5X
4X
Repeat buy
3X
2X
1X
Customers
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10. Pre-condition for
professionel email
marketing
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11. Value of email permissions?
• Dutch webshop – b2c
• Data source: new customers in Q4 -11 and Q1 – 12
• No segmented or behavioural marketing
Permission Non-permission
1. time buy 100% 100 100% 100
2. buy 46% 46 30% 30
3. buy 56% 26 50% 15
4. buy 74% 19 61% 9
5. buy 93% 18 80% 7
207 161
Value of email permission, before ”real” email marketing -
28%
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12. From Newsletter to Campaign mail
1:all 1:1
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13. Email marketing
Key email marketing
discipline must be managed
and applied to succeed
Permission and
send
• Email deliverability: Capacity
Deliverability
timing, right speed
Whitelisting, reputation etc Open
• Email open: Personalization, DATA
Click
timing, subject line
• Conversion: Relevance and €
appealing (based upon
buying/click history)
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14. Email marketing
Data integration
Automatic processes
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15. Data, data,data
INTEREST 1. TIME BUY ESTABLISHED LOYAL REACTIVATED
DON´T MISS
BE THE FIRST IT! WE MISS YOU!
Segmented
TO…!
THANK YOU
FOR behavioural Antichurn
Feedback
CHOOSING…!
reaktivering
Lead
nuturing
SAFE & EASY!
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16. Automatisering er et “must”
Segmented
PUSH
1:N
Opt-In Opt-Out
Prospect 1st Buy 2nd Buy Established Premium
WF: WF: WF: WF: WF: WF:
Sign-up Honey Moon 1st-Timers Loyalty Aborted Browsed in
Capture Turning Feedback offers purchase high value
leads prospects mails & product areas
into follow-up
onsite
customers incentive
1:n/1:1
PULL
WF: WF: WF: WF RFM:
Birthday Tell a Up-Selling Local shop Reactivation
friend and Cross offers Mails
Selling 60 days
90 days
180 days
WorkFlows – automated Retargeting campaigns
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17. Case Study – Mediherz.de
• German online pharmacy
Customers /month 25.000
• 56 employees
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18. Data driven campaigns improved result 5x
Click stream campaigns
Number of orders
Gender, age 543
and prescription
242
100
Push - mail Segmented Behavioural
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19. halfords - automated and highly personalized messages to drive
second purchase
Challenge
Increase second purchase rate of customers through
cross-selling other products
Solution
•Storage and synchronization product catalog and
Product recommendations in the Digital Marketing
Cloud
•Integration with Bazaarvoice for compelling product
review data to enrich the message
•Complete automation by dynamic assembly of email
Results templates
Open rates increased 129%
Sales conversions up 45%
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19

20. Sony increased sales conversions by 5% using customer
product reviews
Challenge
• Increase traffic to the Sony online store
• Use product review data to drive online conversions
• Promote sales of specific products according to business needs
Solution
• product promotional email campaign using customer reviews content
• Match Reevoo reviews content to products using Cloud+ / related data
• Cross-sell opportunities identified driving customers along the sales
funnel
Results
• Increase in traffic to Sony website
bringing prospects closer to the product
• 81% of shoppers utilise customer reviews
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• 5% uplift in sales conversions e

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22. Data driven
marketing
= KPI
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23. KPI could be
today 6 months 12 months
CpO - Google 8 7,50 7,00
Affiliate 7,25 7,00 6,75
……..
Repeat buy -
1. to 2. buy 25% 35% 50%
2. t0 3. buy 45% 58% 65%
………
Permission %
email 65% 70% 75%
SMS 10% 15% 18%
Conversion %
Direct 2,1% 2.4% 2,6%
Shop 1.1% 1.3% 1.4%
Call center 3.0% 1.5% 1.1%
email open rate 19% 23% 26%
email click rate 12% 20% 22%
…..
CLTV (after x 22 25 30
mth)
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24. get a balance in marketing spending?
Lead generation activities
Nurturing activities
Loyalty /retention activities
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25. Summary – 7 Points
Budget
KPI
Follow-up Permission
CLTV
Dedication
Data &
& Passion
Integrat.
System
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26. Make a plan
30 100 180
Quick-wins Days Next Generation Days Days
Værdi/Resultat
Lift off
Campaigning Business
ROI-Acceleratorer:
- Profil data
- Welcome mail
- Feedback mail Advanced campaigns:
- Birthday e-mail etc.
Segmenteret & Trigger Abandon basket
kampagner: - Click stream campaigns
- 1:1 recomendations
- Click stream segmented - Facebook feed
- Me too offers - Reactivation campaigns
- Bounce handling
- …...
Lift off
Business
Tid
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27. THANKS FOR LISTENING
Per John Jensen Follow us
Northern Europe
T +45 29 61 33 03
@ p.jensen@ecircle.com
Slagterhusgade 10 www.ecircle.com
1715 København V
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