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DIGITAL MARKETING SUMMIT
2015
MASTERCLA
SS
Rishi Gupta, minematic.com
New Trends In Email Marketing
How To Use Your Data To Connect With Customers With
Right Content And Increase Retention
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is him...
2
ex-Barclays, ex-Oracle
•  Worked on regulatory reporting
system to calculate risk on
various kinds of asset
Rishi Gupta
Founder, www.minematic.com
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is me
Am Investment Bank – Equity
Research Analyst.
Cradle Fund – Commercialisation
Executive
Pigeonlab – Regional Customer
Manager
TradeGecko – VP of Customer Success
Yuhwen Foong
Senior Business Analyst, Minematic
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
4
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 5
How did email marketing
come about?
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Marketing Channels
6
Facebook Linkedin
Blogs
Speaking Engagement
Event Sponsorship
News Coverage
Billboards SEO/SEM
Public Relations
Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
What is your objective?
7
Increase Market Share
Brand Recognition
Rebranding
Customer Service
Customer Loyalty
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 8
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 9
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Why RETENTION IS IMPORTANT?
10
Av. Transaction Value:
New = SGD120
Recurring = SGD190
Cost of acquisition: SGD2.50
Cost of retaining: SGD0.002
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Why RETENTION IS IMPORTANT?
11
• Opportunity to Upsell
• Opportunity for referral
• Customer Review on
trustedcompany.com or app
stores
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 12
Source: e27
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Getapp Review on Stitchlabs
13
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 14
“Email surpassed any other
channel for repeat sales with
30% of transactions by repeat
customers starting with an
email from the retailer”
- Forrester
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 15
“44% of email recipients
made at least ONE
purchase last year based
on a promotional email”
Source: Convince and Convert
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
And remember! You are not alone…
16
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 17
Why?
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
18
Brand
Tell not Sell
Content
Context
What makes them engage?
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
19
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 1
20
Welcome email
Newsletters
Transactional
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Welcome Email - Hipvan
21
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 22
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 23
Newsletters - Hermo
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Transactional - Zalora
24
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 25
Tools and Solutions
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 26
Data requirement
Email address – opt in
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 2
27
Welcome email
Newsletters
Transactional
Basic Segmentation
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 28
Level 2 – Static Segmentation
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 29
Example
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 30
Example
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 31
Data requirement
Email address – opt in
Static demographics e.g. age,
gender
Customer lifetime value
Number of purchases
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 32
Few ways to segment
Customer profile
Age Gender Location
Total purchase amount
Number of times purchased
Number of items purchased
Customer value
Customer engagement
Frequency of opening your emails
Clicking on your emails
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 33
Tools and Solutions
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 2
34
Welcome email
Newsletters
Transactional
Basic Segmentation
Cross Channel Segmentation
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 35
Dynamic – Dropbox
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 36
Few ways to segment
Product affinity
What kind of products they buy
Any preference for any particular category
Website activity
How many days since last visit
Items added to wish list
Visited a particular page during last session
Do they buy only during sales?
Do they prefer designer products?
Price sensitivity
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 37
Data requirement
Email address – opt in
Onsite behavior
Previous email open/click information
Source of acquisition
Past purchases
Static demographics e.g. age, gender
Customer lifetime value
Number of purchases
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 38
Tools and Solutions
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 39
“It’s still not good enough”
Yuhwen
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 40
Content has given way to the context
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 2
41
Welcome email
Newsletters
Transactional
Gender Differentiated Newsletters
Cross Channel Segmented Newsletters
EMAIL FROM BEST FRIEND
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 42
“Highly Personalized,
Recommendations just for
you.”
Minematic Team
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Example
43
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Example
44
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 45
Data requirement
Email address – opt in
Onsite behavior
Previous email open/click information
Source of acquisition
Past purchases
Order/Frequency of purchases
Product catalogue
Onsite behavior
Reaction to previous promos
Static demographics e.g. age, gender
Customer lifetime value
Number of purchases
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Amazing Stats
46
3X higher open
and click rates
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 47
Tools and Solutions
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
48
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
KinHR
49
Frequency – Once every 3 to 5 days – depending on actions taken on the website.
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 50
Lindsay Exist!
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 51
Email from Founder!!
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 52
Clear CTA
Honest options
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
53
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 54
NOREPLY@MINEMATIC.COM
Less	
  is	
  More…	
  
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Start with an action verb
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 57
UNSUBSCRIBE
Subject	
  Titles	
  that	
  en5ces…	
  	
  
Freebies,	
  Educa5onal	
  &	
  Personal	
  
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 59
Fit in 50 characters.
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
EXAMPLES – LOWEST OPEN RATES
60
Source: Mailchimp
DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
EXAMPLES – HIGHEST OPEN RATES
61
Source: Mailchimp
DIGITAL MARKETING SUMMIT
2015
MASTERCLA
SS
Q & A
wen@minematic.com

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Minematic dms- yuhwen v2