Gaining Competitive Advantage Using Email Marketing
Why email is important and valuable
The role of the database
Relevance and recency
Behavioural email
Marketing automation
Email engagement
Case studies
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
Adopting a Data-Driven Philosophy In Your OrganizationMark F Simmons
The use of data in your marketing and operations simply makes for better decisions. By changing your organization's feelings on data, you foster a culture where strategy is no longer based on opinion or instinct.
Gaining Competitive Advantage Using Email Marketing
Why email is important and valuable
The role of the database
Relevance and recency
Behavioural email
Marketing automation
Email engagement
Case studies
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
Adopting a Data-Driven Philosophy In Your OrganizationMark F Simmons
The use of data in your marketing and operations simply makes for better decisions. By changing your organization's feelings on data, you foster a culture where strategy is no longer based on opinion or instinct.
Track B - What to Look at in the Customer Buying PathAffiliate Summit
– How can you upsell by better understanding your customers’ buying patterns?
– How do you put in better voucher codes?
Peter Dickenson, Founder & MD, Understand Digital
Want to attract new, engaged subscribers post GDPR? Get inspiration and advice on how to leverage all your customer touch-points and cross-channel opportunities.
Today, in order to be a great marketer, one must truly be able to visualize a full customer journey and experience from the customer’s point of view in an end-to-end way and then, you need to make it happen! You need to understand how all the media, marketing stack components and action oriented creative of modern marketing fits together.
In a fast evolving retail landscape, where the battle for customers and revenue is being
fought on many fronts, where should retailers seeking instant advantage focus their
efforts and investments?
B2B Coupon Affiliates - Cohort Analysis Results | Affiliate Summit West 2013Blair de Jong
"B2B Coupon Affiliates - Cohort Analysis Results" talks about how iStockphoto and Getty Images uses coupons in the affiliate channel to promote their stock imagery business.
The presentation aims to dispel the myths that coupons are a brand damaging tactic and that they add real value to the business with increased AOV’s, conversion and Year time value vs. the total online business.
Presentation given at Affiliate Summit West 2013 in Las Vegas, Nevada.
Presenter:
Blair de Jong, Affiliate Marketing Manager, Getty Images (Twitter @blairdejong)
AdWords Industry Benchmarks: 8 Ways to Get Ahead in YOUR Industry
Whether you’re doing PPC for the first time or you’ve just signed a new client, it can be daunting to know whether you’re doing a good job. You may see your performance in AdWords, but how does that stack up to others in your industry? Google won’t tell you how your ads compare to your competitors – but WordStream recently reviewed over 18,000 accounts across 20 industries to see how each industry’s ads perform on Google and we’re excited to share our insights and tricks.
In this session, we will share:
Benchmarks for how 20 major industries compare in terms of their ad’s click through rates, costs, conversion rates, and cost per acquisition!
Data on how to beat the averages and ultimately get more out of your AdWords account.
Tricks for how those at the very top of their industry consistently beat their competitors.
Track B - Customer or Transaction – What’s at the centre of your measurement?Affiliate Summit
– We’ve started measuring affiliate impact by customer rather than transaction – explain the methodology
– Affiliate is better than you think – sharing some lifetime value data, new customer data and offline impact data
– Data is useless without action – a few example of how you can work with this measurement to build strategies and change results
-Why there’s more to be gained through collaboration than lost in competition
Owen Hancock, Head of Strategy, Europe, CJ Affiliate by Conversant
Digital Marketing Channels and ImportanceDusyant Kumar
Digital Marketing Channels have taken over the traditional marketing channels in a storm and have proved their dominance in bringing higher traffic and conversion rate for every kind of business. Here is an insight on how the game of marketing is changing as we speak.
Hvordan Kunde 2.0 forandrede marketing, som vi kendte detMicrosoft
Den nye tids kunde har med sin digitale adfærd og glæde over at være online været årsag til både nye marketingstrategier
og nye måder at eksekvere dem på. For at lave kampagner, der for alvor giver genlyd, har dit marketingteam
brug for at omsætte social indlevelse, online adfærd og digitale fodspor på tværs af kanaler til operationel
indsigt.
This session will focus on the opportunity for online affiliates to drive consumers into physical stores on a CPA basis. This is a huge opportunity and represents the next frontier of our industry.
Jonathan Treiber, CEO, RevTrax
Trends & New Data on Local Digital Marketing from The Local Merchant Report 2015Street Fight
In 2014, Street Fight and Thrive Analytics asked more than 500 SMBs and VSBs what they wanted in their local marketing experiences. The 70-page report details the results of that study, including merchants' past campaign successes and stumbles, which types of platforms are gaining traction, and where they're planning on spending their money in the coming years.
Principals in the report held a webinar on June 30, 2015 to discuss the findings. This deck accompanied that presentation. The webinar may be viewed here: http://streetfightmag.com/webinar-trends-in-local-digital-marketing-from-the-local-merchant-report-2015/
E commerce Tactics - A Zappos.com AnalysisMaya Mikati
This is an individuals presentation I gave in my E-Commerce Marketing class during my Fall, 2012 semester.
We had to choose a brand, monitor, and analyze all their e-commerce tactics (extending beyond their website into all channels that supported it).
Track B - What to Look at in the Customer Buying PathAffiliate Summit
– How can you upsell by better understanding your customers’ buying patterns?
– How do you put in better voucher codes?
Peter Dickenson, Founder & MD, Understand Digital
Want to attract new, engaged subscribers post GDPR? Get inspiration and advice on how to leverage all your customer touch-points and cross-channel opportunities.
Today, in order to be a great marketer, one must truly be able to visualize a full customer journey and experience from the customer’s point of view in an end-to-end way and then, you need to make it happen! You need to understand how all the media, marketing stack components and action oriented creative of modern marketing fits together.
In a fast evolving retail landscape, where the battle for customers and revenue is being
fought on many fronts, where should retailers seeking instant advantage focus their
efforts and investments?
B2B Coupon Affiliates - Cohort Analysis Results | Affiliate Summit West 2013Blair de Jong
"B2B Coupon Affiliates - Cohort Analysis Results" talks about how iStockphoto and Getty Images uses coupons in the affiliate channel to promote their stock imagery business.
The presentation aims to dispel the myths that coupons are a brand damaging tactic and that they add real value to the business with increased AOV’s, conversion and Year time value vs. the total online business.
Presentation given at Affiliate Summit West 2013 in Las Vegas, Nevada.
Presenter:
Blair de Jong, Affiliate Marketing Manager, Getty Images (Twitter @blairdejong)
AdWords Industry Benchmarks: 8 Ways to Get Ahead in YOUR Industry
Whether you’re doing PPC for the first time or you’ve just signed a new client, it can be daunting to know whether you’re doing a good job. You may see your performance in AdWords, but how does that stack up to others in your industry? Google won’t tell you how your ads compare to your competitors – but WordStream recently reviewed over 18,000 accounts across 20 industries to see how each industry’s ads perform on Google and we’re excited to share our insights and tricks.
In this session, we will share:
Benchmarks for how 20 major industries compare in terms of their ad’s click through rates, costs, conversion rates, and cost per acquisition!
Data on how to beat the averages and ultimately get more out of your AdWords account.
Tricks for how those at the very top of their industry consistently beat their competitors.
Track B - Customer or Transaction – What’s at the centre of your measurement?Affiliate Summit
– We’ve started measuring affiliate impact by customer rather than transaction – explain the methodology
– Affiliate is better than you think – sharing some lifetime value data, new customer data and offline impact data
– Data is useless without action – a few example of how you can work with this measurement to build strategies and change results
-Why there’s more to be gained through collaboration than lost in competition
Owen Hancock, Head of Strategy, Europe, CJ Affiliate by Conversant
Digital Marketing Channels and ImportanceDusyant Kumar
Digital Marketing Channels have taken over the traditional marketing channels in a storm and have proved their dominance in bringing higher traffic and conversion rate for every kind of business. Here is an insight on how the game of marketing is changing as we speak.
Hvordan Kunde 2.0 forandrede marketing, som vi kendte detMicrosoft
Den nye tids kunde har med sin digitale adfærd og glæde over at være online været årsag til både nye marketingstrategier
og nye måder at eksekvere dem på. For at lave kampagner, der for alvor giver genlyd, har dit marketingteam
brug for at omsætte social indlevelse, online adfærd og digitale fodspor på tværs af kanaler til operationel
indsigt.
This session will focus on the opportunity for online affiliates to drive consumers into physical stores on a CPA basis. This is a huge opportunity and represents the next frontier of our industry.
Jonathan Treiber, CEO, RevTrax
Trends & New Data on Local Digital Marketing from The Local Merchant Report 2015Street Fight
In 2014, Street Fight and Thrive Analytics asked more than 500 SMBs and VSBs what they wanted in their local marketing experiences. The 70-page report details the results of that study, including merchants' past campaign successes and stumbles, which types of platforms are gaining traction, and where they're planning on spending their money in the coming years.
Principals in the report held a webinar on June 30, 2015 to discuss the findings. This deck accompanied that presentation. The webinar may be viewed here: http://streetfightmag.com/webinar-trends-in-local-digital-marketing-from-the-local-merchant-report-2015/
E commerce Tactics - A Zappos.com AnalysisMaya Mikati
This is an individuals presentation I gave in my E-Commerce Marketing class during my Fall, 2012 semester.
We had to choose a brand, monitor, and analyze all their e-commerce tactics (extending beyond their website into all channels that supported it).
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Using case studies you can relate to, you'll be armed with actionable strategies and tactics you can use to drive traffic, improve customer loyalty, conversions and ROI. Topics will include segmentation, database management, deliverability, design, A/B testing, dynamic content, behavioral triggers, personalization and more.
Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time M...MediaPost
Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.
Janrain & Digiday Webinar: 4 Key Ways to Use Registration for Deeper Customer...Digiday
Marketers have data points flying at them from all angles. This isn’t a bad thing— it means they can now know more about their customers and use that information to deliver more individualized experiences and offerings. A key step in the deepening of this relationship is registration — but do you have the value proposition and trust to have someone register with you before ever making a purchase?
In this webinar, sponsored by Janrain, Altimeter CEO & Principal Analyst Charlene Li will examine how understanding your customer’s path to registration could be one of the most powerful metrics to use in your marketing efforts.
You’ll learn:
Why is the path to registration a powerful marketing metric?
How do leading marketers use path to registration data to make key decisions?
How strong is your value proposition in deepening trust and moving customers along the path to registration?
How robust are your analytics in deriving insights and taking actions that will drive customers to registration?
Crossing the Chasm – From Email Marketing to Marketing AutomationSugarCRM
Empowered buyers want to be enabled, not sold. This requires B2B marketers to shift focus from selling products to knowing and serving customers. Companies using standalone email are not able to garner insight and behavioral data to help facilitate the customer along the new buyer’s journey, as companies who have adopted marketing automation can. Why should you cross the chasm from email marketing to marketing automation? Join Act-On CMO, Atri Chatterjeee, & Christian Wettre, President of W-Systems – a top partner of both SugarCRM and Act-On, as they share challenges, best practices and lessons learned. This session will reference two innovative companies who have graduated from email to automation, and discuss how they have optimized marketing processes as a result.
CX16: Powering Smarter Customer Journeys with Personalization BuilderMaria Humphrey
You've made the commitment to join your customers on their journey, but how do you deliver the optimal experience for each individual? Join a panel of Marketing Cloud customers and experts, including Cameron Gabriel, Manager of Digital Merchandising at Harry & David and Chris Howard, VP of Digital Strategy and Design at Calamos Investments, to hear how predictive intelligence can power smarter customer journeys.
Increase Online Sales by Optimizing Your Email Experience Return Path
Email is the bedrock in which all other digital channels rely on to meet their goals and objectives, whether that’s increasing traffic to your website, increasing your social followers, creating a cohesive customer journey, or turning prospects into qualified leads. Only by optimizing the email customer experience will a brand be able to increase its online sales overall. Guy Hanson, Senior Director Professional Services at Return Path has summarized 10 tactics every email marketer should use today.
Presentation from SalesFUSION Lunch and learn program. This presentation focuses on new b2b marketing techniques and technologies that help marketers improve their lead generation capabilities
Batch and blast email to behavioural marketing automation silverpop festival ...Silverpop
Contrary to popular reports, email is not dead; but it is changing. In this session, Silverpop will highlight the move smart marketers are making from batch and blast static email to behaviour-driven integrated marketing initiatives. Using case studies and examples that illustrate how transformed marketing initiatives are delivering amazing customer experiences including on-the-go mobile/smartphone marketing. Silverpop will share how leveraging customer behaviour from online browsing, offline activities, past purchases, app usage and more drives increased engagement and revenue. The session will also cover how to get more done using automation techniques to allow your marketing efforts to continue to run without your continuous manual effort.
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
1. 1
The Power of Marketing Automation for
B2C Digital Marketers
Mark Patron
RedEye CEO
23rd April 2013
2. 2
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
3. 3
Evolution of marketing automation
Marketing
Database
Target best
customers
RFM data
Direct mail
CRM
Direct mail
targeting
Lifestyle data
Phone
Digital
Marketing
Multichannel
campaign
management
Transactional
data
Search
Email…
Marketing
Automation
Personalisation
Event triggered
Behavioural
data
Mobile
Social
ROI
1980’s 1990’s 2000’s 2010’s
4. 4
Evolution of email marketing
Initialisation Optimisation Retention
Automation
Win by Volume Content Data
Key Metrics List Size
Send Volume
Opens
Clicks
Conversions
Engaged Subscribers
Churn
Key
Activities
Build list
Send frequently
Content
Subject Lines
Contact Strategy
RFM Analysis
Market Basket Analysis
ESP
selection
Cost Deliverability
Reporting
Integration
Segmentation
Automation
Segmentation None Basic
Email - based
Advanced
Purchase history
Web history
Automation None Subscriber
Welcome Series
Abandon Cart
Post Purchase Welcome
Series
Win Back Campaigns
Cross Merchandising
ReviewsSource: Nathan Decker Evo.com at eTail West
5. 5
What do we mean by marketing automation?
• Email marketing
• Web analytics
• Multi-channel
• CRM integration
• Landing pages
• Campaign management
• Reporting
= Marketing automation
6. 6
Database is central to marketing automation
Website Behaviour
Email Engagement
Database
INPUTS OUTPUTS
Email
Mobile
Call CentreSingle customer view
enables relevant
marketing
communications
7. 7
Database in more detail
Marketing Automation
Database
1 - 500m site visits per month
50 - 500 variables to choose from
Database updated hourly
Example variables
Transactional: sales, registrations, accessories
Demographic: gender, DOB, family
Email Engagement: sent, bounce, open, click
Behavioural: products viewed,
preferred categories, reviews, linked products,
preferences, insurance
Campaign: search phrase, source site
INPUTS OUTPUTS
Website
behaviour
Email activity
DM activity
Call centre
Transactional
Offline database
Campaign data
Social media
Surveys
Email
Call centre
Mobile
8. 8
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
16. 16
Store
Welcome 1
Visit SiteVisit Store
Web
Welcome 1
Store
Welcome 2
Web
Welcome 2
Store
Welcome 3
Web
Welcome 3
Store
Welcome 4
Web
Welcome 4
Email Sign-up / Registered
Email/Site
Inactivity
Reactivation Email 1
Reactivation
Email 2
Reactivation
Email 3
Event
Reminder
Boucher
Request
Password
Reminder
Refer A Friend
Voucher Code
Voucher
Reminder
On-site
Actions
Abandon
Basket
Basket
Abandon 1
Online/Offline Crossover
Account
Activation
Account
Activation
Follow up
Call Centre
Call Centre
Welcome 1
Call Centre
Welcome 2
Call Centre
Welcome 3
Call Centre
Welcome 4
Cross Channel
activation
Registered
Not Purchased
Registered
Not Purchased
Follow up
Basket
Abandon 2
Basket
Abandon 3
Search
Abandon
Basket items
reminder
Basket will be
deleted in X
days
Basket deleted
Start Shopping
Multi Stage
Drop out
Checkout
Abandonment
drop off on
data capture
Registration
drop off
Drop off just
before Saved
Basket
Saved Basket
Step by Step
Drop off
Category
Conversion
Registration
/ Microsite
Preferences
Basket Upsell
Anniversary of
Basket
Abandon
Users
Behaviour
Site Content
Groups
Iphone App
404 Error
Enquiry
Content
shared
SOCIAL
Purchased
Account
reactivation
Activation
Confirm
Basket Cross
Sell
Drop off just
before
purchase
confirmation
Wish list
Click on an email in the last 2 days
but have not added to basket
17. 17
More accurate data = better targeting
Email marketing:
• Jane Taylor opened the email
and clicked on link 214/A.
Marketing automation:
• Jane Taylor opened the email
and clicked on link 214/A. She
first went to the website 4
months ago and 5 visits later
registered. She has visited 3
pages on product XYZ and 2
pages on product ABC. 2 of
those visits have been as a
result of the search term “low
cost XYZ” and 2 visits as a
result of “best quality ABC”
18. 18
Email testing - usage & effectiveness
Email marketers test the easy things, marketing automation enables
more of the effective things such as better targeting to be tested
19. 19
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
21. 21
Monarch
• Monarch incorporated dynamic
content triggered by online search
into a behavioural email
campaign.
• 56.53% open rate
• 34.37% CTR
• 6% conversion
• 17,257% ROI
22. 22
Hotel Chocolat
• Whilst increasing send volume by
44%, Hotel Chocolat used behavioural
and engagement segmentation to
effectively target users from the
inception of email communication.
• Direct revenue from email increased
by 20%
• Average order value increased by 22%
• Open rates and CTR increased
• There was no negative impact on
unsubscribe rates
23. 23
Gala Coral
• Gala Coral implemented a highly
segmented welcome programme to
nurture new subscribers and increase
the number of active online users.
• Some emails resulted in over 90% of
subscribers becoming active online
users.
• From January to May 2012, the
average open rate exceeded 40%.
• During this time CTR reached over
30%
24. 24
Budget Rent-A-Car
• RedEye helped Budget
implement a highly targeted
Customer Behaviour Campaign.
• Key to the strategy was to make
customers feel valued rather
than pestered.
• 19% CTR (30% on
abandonment programmes)
• 6% conversion rate
• 836% ROI
• Year on year email revenue
doubled
25. 25
Summary
• The future of digital marketing is relevant
communications:
• Right offer, right person, right time, right channel
• Relevance is achieved through:
• Personalisation, segmentation and targeting
• Behavioural data
• The enabling technologies are:
• Marketing automation
• A good database
26. 26
Thank You
Any questions?
For more information see “The Fundamentals of B2C
Marketing Automation” whitepaper at www.redeye.com
Editor's Notes
Monarch wanted to find a way to produce a timely and relevant email campaign that would generate bookings.
The company wanted to avoid bombarding customers/users with random special offers as they knew, if these emails were unwelcome they would damage both email reputation and brand reputation. The challenge was finding a way to extract users Monarch was sure were in the buying window.
Using RedEye’s single customer view database, Monarch was able to capture data on what destinations users searched for on their website. On Monarch’s website users can search via flights, holiday or hotel. This information is stored in RedEye’s database and segmented by the exact destination searched. In total 18 airport destinations were stored (collected from flight searches) and 23 holiday destinations were stored (collected from hotel and holiday searches).
For each of the chosen destinations 3 templates were devised each incorporating dynamic content specifically relevant to the destination the user had searched. All emails were automated.
Template one (example 1) was sent the morning after a search was made. This email thanked the user for searching for their chosen destination on Monarch and encouraged them to continue to make a booking. Dynamic content used in this email included destination name (e.g. Thank you for searching for fares to Alicante), an image of the searched destination and a clear call to action regarding great deals to the chosen destination.
If the user did not complete a booking after receiving this email a second email (example 2) was sent 3 days later providing further information on the benefits of booking with Monarch. As before, dynamic content used in the email included destination name in the opening line, an image of the destination, and the latest deals to the chosen destination.
For any user who still did not book a third email was devised (example 3 ) sent 7 days after the search. As well as the dynamic content mentioned in the above emails, this email also incorporated further dynamic content, providing the user with alternative suggestions to other nearby destinations to what they originally searched (an extremely targeted, relevant and effective cross-sell).
In all templates, landing URL’s were also dynamic, ensuring when users clicked through from the email they arrived on a page enabling them to easily make a booking to their chosen destination.
The campaign proved to be extremely effective. The average open rate for the campaign was 56.53%, reaching over 70% on several occasions. The average CTR was 34.37%, reaching 44.62%. In two months the campaign achieved a click to sale conversion of over 6%, generating over 6000 bookings (nearly 100 bookings a day).
The ROI for the campaign reached a tremendous 17,257%.
Account Manager: Danni Hunt
Previously RedEye helped Hotel Chocolat set up a unique in-store email sign-up microsite. The process is helping Hotel Chocolat significantly increase the volume of its email database with valuable customer data. However, Hotel Chocolat was more than aware, often when email volumes increase, open rates and click rates decrease and unsubscribe rate rise, causing a negative impact on sender reputation. To reduce this risk and maximise the revenue potential from each email address collected, Hotel Chocolat knew it had to send quality email communications. The challenge therefore was to find a way to effectively manage all the new data being received in order to efficiently send quality communication to each new subscriber. Doing this would keep new and existing subscribers highly engaged and ultimately help increase online and wider multi-channel sales.
In order to limit the volume of emails sent (so not to appear like a bulk sender and increase the quality of targeting) RedEye helped Hotel Chocolat implement a process of behavioural segmentation.
While increasing Hotel Chocolat’s send volume by 44% year-on-year, utilising behavioural segmentation has helped retain Hotel Chocolat’s sender reputation (with whitelist status) and successfully achieved the ultimate aim, improving online sales.
Revenue direct from email has increased by 20% helping improve total website revenue by 12%
Average order value has increased by 22%
Deliverability has improved
Both open rates and click rates have increased
There was no negative impact on unsubscribe rates
Account Manager: Andy Stockwell
Utilising RedEye’s single integrated database Hotel Chocolat was able to efficiently segment subscribers based on how they signed-up (microsite or online). A targeted welcome programme consisting of four welcome emails over 45 days was developed for each segment, meaning the first email a subscriber received was relevant to their past experience with the company. This would engage all users from the inception of email communication.
Further to this, subscribers were automatically segmented based on additional activity or further engagement with the brand (such as email behaviour, website behaviour or transaction history). With all activity effectively held in one place, all new subscribers were quickly passed into correct engagement segments, ready to be targeted with appropriate email communication.
Segments are continually built upon to identify members by recency and frequency of email opens, frequency of website visits and website purchase activity. This enables Hotel Chocolat to target members at exactly the right time in the customer lifecycle, and avoids sending emails to those showing signs of disengagement.
Many customers register to use the wide range of games available through the Gala Coral Group. However, a large percentage of these registered users do not go on to use the site. Gala was aware the first week of a user signing up is the most influential in terms of turning the registrant into an active user. The company wanted to find a way to effectively engage these receptive customers and turn them into active users.
RedEye helped Gala implement a highly segmented email programme to nurture new users and turn more registered users into active customers.
When users register on any of the Gala Coral websites, they can deposit money immediately into an online account or can choose to deposit at another time. On both the Coral website and Gala Bingo website, RedEye helped Gala immediately segment registered users based on whether or not the user had made a deposit. For those users that did deposit money into their online account the segment was split again between those depositing more than a certain value and those depositing less than that value. Each segment was then targeted with a highly developed email welcome programme.
All users were sent an initial welcome email, to introduce the brand and thank the user for joining the site.
Following this, users who had deposited more than a certain value, but were yet to play, were sent a series of emails suggesting games available to play with the money they had deposited. Users who had deposited less than that value, but were yet to play, were sent a separate series of emails, suggesting games suitable to play based on the money they had deposited.
Users who had not made a deposit were also sent a series of emails, but these emails encouraged the user to deposit money in order to start playing the games available.
Image 1: First welcome trigger of a registered not deposited email
Image 2: Second trigger of a registered not deposited email
(8 triggers sent altogether to each segment)
Any user who initially registered without depositing, but then went on to make a deposit but still did not play, automatically moved into the email journey for those customers who had deposited but not played. Likewise, any user that deposited and played, but didn’t re-deposit, joined a new email segment encouraging the user to play again.
Each email within the welcome programme had a unique message, subject line and content in order to effectively target the user depending on what segment they fitted into.
The campaign for both websites was fully managed by RedEye. This included creative design, campaign strategy, technical set-up, proofing & sending and reporting. Before the project started, RedEye made it a prerogative to understand Gala Coral’s goals and objectives in order to create a highly successful campaign. From the inception of the project, RedEye’s email designers worked closely with Gala Coral’s account manager to ensure all designs were created with the purpose of fulfilling the campaign objectives as well as effectively representing the brand (be it Coral or Gala Bingo).
With account management, design and client services all under one roof, RedEye was able to ensure every element of Gala’s email marketing campaign worked together to achieve optimal success.
Through the email campaign hundreds of thousands of new users are now depositing money into their online accounts and proceeding to make use of the games available through the Gala Coral Group. Some emails have resulted in over 90% of recipients who have already deposited money, becoming active online users.
From January to May 2012, the average open rate for the initial welcome email (across the two sites) exceeded 40% on several occasions, with click rates for these campaigns reaching over 30%.
The remaining programmes achieved an average open rate over 17% and average click through rate over 16%.
Account Manager: Georgina Thompson
Previously Budget’s email strategy involved general newsletter mailings and triggered confirmation emails only. Budget wanted to implement a long term strategy that would work as an effective branding tool to engage customers, improve conversion, increase ROI and generate revenue. The challenge was finding a cost efficient and effective way to do this.
RedEye helped Budget introduce a highly segmented strategy that involved sending emails automated by the customers’ own online behaviour and personal details. Emails were split between pre-purchase, post-purchase, personal triggers and business customers.
The key to the strategy was making customers feel valued rather than pestered. All emails were devised to focus on ‘the message’ rather than ‘the sell’. Emails were redesigned to appeal to the user visually, and content was personalised, containing helpful and relevant advice and information. Best of all the automated approach meant it could be continually rolled out, helping Budget engage with customers and build brand loyalty, long term.
By integrating web analytics with email marketing, Budget was able to send highly relevant emails triggered by the customers’ own online behaviour. One of the biggest challenges of sending emails triggered by online behaviour is the integration of data. RedEye’s single integrated customer database bypasses this block. Using it Budget was able to gather and segment data based on hundreds of different variables of online behaviour, along with details submitted by customers during registration.
The first category introduced as part of the customer behaviour campaign was pre-purchase emails. Templates were devised to be triggered by the following behaviour; registration, abandonment and website browsing.
Welcome emails were sent as soon as a user registered. (Image 1)
For abandonment emails (image 2) three different triggers were configured to target consumers depending on exactly where in the buying process the customer dropped off.
Browser information emails (image 3) were triggered by any user that had viewed 2 pages of the website, but had not yet entered into the buying process.
In the post-purchase category, as well as a general confirmation email, Budget also introduced pre-rental reminder emails. (Image 4). These were automated to be sent to a customer 7 days prior to a vehicle being rented out. As well as reminding the user about their purchase, Budget used it as an opportunity to provide helpful information about what the driver would need to bring when picking up their vehicle.
Based on information the customer disclosed when registering on the Budget website, personal triggers such as ‘Happy Anniversary’ were devised. (Image 5) . These emails were completely unique to each individual user. These campaigns included discounts and offers to thank the user and make them feel valued as a customer.
In order to effectively target customers renting cars for business rather than those renting cars for personal means, Budget set up a specific segment called business connections. Creative (Image 6) was adapted to fit the corporate audience and within the segment emails were split again between rental and non-rental, ensuring an entirely relevant email was sent to each individual user.
• Average conversion rate from all email triggers is 6.51%. Reaching an average of 17.95% on welcome emails.
• Average CTR on all email triggers is 19.73%, reaching over 30% on abandoned basket emails.
• Deliverability improved, reaching 99.5% in September. Budget has now achieved whitelist status.
• Email volume has grown by 225% with no impact on unsubscribe rates.
• The cost effective nature of the automated campaigns has resulted in an ROI of 836%, an increase of 254% from last year’s campaigns.
• Year on year revenue from email has more than doubled.
The campaign won ‘Best Use of Email’ at the 2012 Revolution Awards.
Account Manager – Phill Manson