Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Email Marketing Facts and Figures for B2C Trigger Campaigns
1. Facts and figures about email marketing
Last evolution of french practices
for B2C trigger marketing
2. 2
Introduction
• Created in 1933, the National Union of Direct Communication
(SNCD)
can be compared to the US and UK DMA-Direct Marketing Association.
•As a union, it is devoted to defending and promoting
multichannel direct marketing businesses.
•It represents all BtoB and BtoC digital and multichannel direct
marketing businesses such as :
ESP, datamining, research and analytics, data processing and quality, targeting and
personalization, CRM and e-CRM, offline and online mail businesses, acquisition and loyalty
techniques, emailing, social media, mobile media, broadcasting…
•200 members
2
3. Members of Signal Spam
Signal Spam is a non for profit
organisation and a public/private
partnership promoting a trustworthy
network of actors united to fight Spam.
7. 7Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd
Size of the french Market 2013
+1%
/2012
8,4
Commercial
Emails per day
+0,64%
/ 2012
95
Million €
Revenue
8. 8
0
1
2
3
4
5
6
7
8
9
2005 2006 2007 2008 2009 2010 2011 2012 2013
0.43
1.21
2.01
4.88
5.32
7.16
7.88
8.3 8.4
Emails received/day
Average email marketing received per internet user
9. 9
Domain name % Specificity
Orange/wanadoo 30% ISP
Hotmail/Outlook.com 25% Webmail
Yahoo 12% Webmail
Gmail 10% Webmail
Free 7% ISP
Sfr 7% ISP
Laposte 3% Webmail
Other 6%
Standard distribution for a french BtoC email list
50 % @ are under the US Webmail
50 % @ are from the French ISP
14. 14
Find the best moment to communicate
with your clients and prospects to increase revenue
The 5 essential Triggers are follows
14
Usually generates the most revenue
Birthday Email
Anniversary
The most profitable by email sent
Abandoned
Basket
Tell your customer about your company
Welcome Pack
Choose the right inactive segment
Re-engage inactive
Customer/Subscriber
One of the most sophisticated
Deep Surf
15. 15
15
Following your visit,
we selected some articles
which could interest you
(30) Different strategies :
• Best sale
• Most view
• Most evaluate
• Best margin
• Recent product
• …
16. 16
What’s new in 2014 ?
The biggest email list in the world ?
Your target
Ads FB on a specific target from your
marketing List (Facebook Custom Audience)
In 2014, direct connection between FBC
Audience and your ESP.
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1,2 billions users in the world
26 millions users (active ?) in France
Facebook !