This document summarizes a presentation on new trends in email marketing. It discusses how email marketing has evolved over time and the importance of retention for increasing customer lifetime value and reducing acquisition costs. The presentation outlines different levels of email tactics from basic welcome/newsletter/transactional emails to more advanced personalized and segmented approaches. It provides examples from companies that implement dynamic segmentation and personalized content. The presentation emphasizes using data to understand customers and provide the right context over simply pushing content. It concludes with some tips for email best practices like starting subject lines with action verbs and keeping them short.
As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. In Part 1 of The Marketing Automation Manual, we provide a basic understanding of this increasingly important element of the marketing mix and we help you assess the needs around marketing automation in your business. After this presentation, you’ll be ready for Part 2 of The Marketing Automation Manual. Visit www.tocquigny.com for more information.
Breakout at insidesales.com - Accelerate 2016 -
May 2016 - Park City, UT
Changing customer expectation
How digital can help making sales more effective and servce customer better
Social media has become essential to today’s business - organizations of all sizes are engaging at higher rates. How do you monitor, manage, and report on these conversations? What can you do with all the data collected? And more importantly, how can you leverage social intelligence to influence and cross-inform multiple levels across the entire enterprise? Social media is no longer simply a marketing channel. Social is now a resource that intelligent organizations are leveraging to make strategic business decisions, inform product direction, build sales leads, enhance customer support, monitor brand health, and talent prospecting.
As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. In Part 1 of The Marketing Automation Manual, we provide a basic understanding of this increasingly important element of the marketing mix and we help you assess the needs around marketing automation in your business. After this presentation, you’ll be ready for Part 2 of The Marketing Automation Manual. Visit www.tocquigny.com for more information.
Breakout at insidesales.com - Accelerate 2016 -
May 2016 - Park City, UT
Changing customer expectation
How digital can help making sales more effective and servce customer better
Social media has become essential to today’s business - organizations of all sizes are engaging at higher rates. How do you monitor, manage, and report on these conversations? What can you do with all the data collected? And more importantly, how can you leverage social intelligence to influence and cross-inform multiple levels across the entire enterprise? Social media is no longer simply a marketing channel. Social is now a resource that intelligent organizations are leveraging to make strategic business decisions, inform product direction, build sales leads, enhance customer support, monitor brand health, and talent prospecting.
Marketing Automation for Microsoft Dynamics 2013Salesfusion
SalesFUSION webinar - 5 ways marketing automation can help improve Microsoft Dynamics CRM 2013. Preview SalesFUSION's latest release of marketing automation for Dynamics CRM
Née en 2009 aux Etats-Unis et leader mondial du Tag Management, Ensighten est un nouvel entrant sur le marché français. Son approche technologique radicalement différente – et parfois destabilisante – a suscité un vif intérêt en France depuis l’ouverture du bureau parisien en 2015. Une tendance qui se confirme plus généralement sur la zone EMEA.
Ian Woolley, General Manager EMEA, expliquera la vision stratégique d’Ensighten et présentera les grands enjeux auxquels Ensighten répond en Europe.
How is channel marketing evolving now that the value of consumer data is more...Grace Russell
The explosion of consumer data brings a lot of opportunity to the table, however with increased understanding of it's value, consumers want a lot more for it: individualised conversations, predictive personalisation, hyper convenience - and they want this across their preferred channels, on days and at times that suit them. They want a ‘customer-first’ value exchange, and if that’s not received they will find it somewhere else.
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
Fire-Breathing ABM: Orchestrating Target Account Plays “In-Fuze-d” With Rich ...G3 Communications
Access the full webcast here: https://dg-r.co/2L4TQyj
This webinar, featuring Ken Evans, Senior Director of Marketing Operations of Fuze, and John Steinert, CMO of TechTarget, showcases how a leading player in the unified communications space (UCaaS) has accomplished this by infusing real purchase intent insight into its operations as both a shared foundation for better collaboration and fuel for enhanced sales and marketing performance.
In the presentation you will learn how to:
• Think pragmatically about what it takes to achieve ongoing alignment;
• Organize around a mutually agreed view of the truth;
• Identify and penetrate accounts based on rich ICP detail, assigned rep-specific inroads and critical activity insights;
• Diagram specific plays to engage key buyer personas based on intent to purchase more effectively; and
• Arm sales teams with “on the go” insights to make smarter decisions and drive more productive conversations.
Lead Nurturing refers to building regular, automated interactions with sales leads in order to develop a relationship and encourage a purchase. This guide explains what Lead Nurturing is, and the benefits you can obtain such as converting an extra 20% of leads to sales. We also describe step-by-step how to setup your first lead nurturing program.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Net New Business Summit 16 0920 Destin ForidaLarry Levine
How many deals are your sales reps involved in within your marketplace? Companies must look credible online as well as their sales reps. How many deals are going down in your respective territories that you are not involved in?
Big Data and Marketing: Data Activation and ManagementConor Duke
Data Management and Activation
Crevan O’Malley – Evangelist, Oracle Marketing Cloud
Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform.
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way.
Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why.
Using Big Data to Grow on a Budget
Michael Waldron - Marketing and Sales Manager at AYLIEN
AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
Marketing Automation for Microsoft Dynamics 2013Salesfusion
SalesFUSION webinar - 5 ways marketing automation can help improve Microsoft Dynamics CRM 2013. Preview SalesFUSION's latest release of marketing automation for Dynamics CRM
Née en 2009 aux Etats-Unis et leader mondial du Tag Management, Ensighten est un nouvel entrant sur le marché français. Son approche technologique radicalement différente – et parfois destabilisante – a suscité un vif intérêt en France depuis l’ouverture du bureau parisien en 2015. Une tendance qui se confirme plus généralement sur la zone EMEA.
Ian Woolley, General Manager EMEA, expliquera la vision stratégique d’Ensighten et présentera les grands enjeux auxquels Ensighten répond en Europe.
How is channel marketing evolving now that the value of consumer data is more...Grace Russell
The explosion of consumer data brings a lot of opportunity to the table, however with increased understanding of it's value, consumers want a lot more for it: individualised conversations, predictive personalisation, hyper convenience - and they want this across their preferred channels, on days and at times that suit them. They want a ‘customer-first’ value exchange, and if that’s not received they will find it somewhere else.
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
Fire-Breathing ABM: Orchestrating Target Account Plays “In-Fuze-d” With Rich ...G3 Communications
Access the full webcast here: https://dg-r.co/2L4TQyj
This webinar, featuring Ken Evans, Senior Director of Marketing Operations of Fuze, and John Steinert, CMO of TechTarget, showcases how a leading player in the unified communications space (UCaaS) has accomplished this by infusing real purchase intent insight into its operations as both a shared foundation for better collaboration and fuel for enhanced sales and marketing performance.
In the presentation you will learn how to:
• Think pragmatically about what it takes to achieve ongoing alignment;
• Organize around a mutually agreed view of the truth;
• Identify and penetrate accounts based on rich ICP detail, assigned rep-specific inroads and critical activity insights;
• Diagram specific plays to engage key buyer personas based on intent to purchase more effectively; and
• Arm sales teams with “on the go” insights to make smarter decisions and drive more productive conversations.
Lead Nurturing refers to building regular, automated interactions with sales leads in order to develop a relationship and encourage a purchase. This guide explains what Lead Nurturing is, and the benefits you can obtain such as converting an extra 20% of leads to sales. We also describe step-by-step how to setup your first lead nurturing program.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Net New Business Summit 16 0920 Destin ForidaLarry Levine
How many deals are your sales reps involved in within your marketplace? Companies must look credible online as well as their sales reps. How many deals are going down in your respective territories that you are not involved in?
Big Data and Marketing: Data Activation and ManagementConor Duke
Data Management and Activation
Crevan O’Malley – Evangelist, Oracle Marketing Cloud
Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform.
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way.
Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why.
Using Big Data to Grow on a Budget
Michael Waldron - Marketing and Sales Manager at AYLIEN
AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
Digital Transformation 2016: The latest approaches to simplify digital customerEpiserver
In the face of digital transformation, marketing leaders must not blindly follow the hype and chase after new technologies. This webinar takes you back to the basics by providing practical tips and design examples (B2B and B2C) of how to identify your biggest marketing problems, map out a digital roadmap aligned with the customer journey, and deliver a consistent desktop and mobile experiences to win.
Webinar: Choose your digital marketing tools wiselyLisa Bass Cooper
Webinar presentation by Lisa Bass Cooper, digital media and marketing strategist an Phil Reinhardt, mobile and social media expert. The webinar explores requirements for using a marketing automation tool for brand awareness and sales/marketing integration.
In a world overrun by data, how do we move beyond dashboards to true customer insights? Data driven marketing is helping us shape the future of marketing by better understanding our customer, creating amazing experiences and building more personal interactions. But, the bigger question is, how do we use it? In a world where the amount of data we have only increases, harnessing intelligent action through predictive analytics is a top priority for marketers. Come hear how you can start using data to unlock your customers and your full marketing potential. We will discuss data visualization, predictive marketing scenarios available to businesses both big and small, and the holy grail of prescriptive marketing with Microsoft’s Jeff Marcoux.
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
CASE STUDY: Customer experience management: How to manage the digital 'moment...B2B Marketing
CASE STUDY: Customer experience management: How to manage the digital 'moments of truth'
Ceri Jones, VP, global demand generation and senior director, Basware
As marketers, we are all feeling the pressure to measure the impact of every dollar we spend on marketing, and today, there is mounting focus put on the direct revenue impact of marketing on revenue. During this webinar we will showcase a framework for revenue marketers to maximize ROI through their digital marketing efforts.
Sales and Marketing Alignment: Bridging the Great Divide through ABMDemandbase
Featuring Peter Isaacson
Chief Marketing Officer, Demandbase
Ever feel like your sales team just isn’t satisfied with the volume or the quality of the leads you generate? Are you hitting your goals, but your sales team is not? Join Demandbase’s CMO, Peter Isaacson, as he outlines some of the greatest challenges for today’s B2B Marketers, and shares how to overcome them by aligning around high-value accounts and focusing on key strategies to drive revenue. He will illustrate the basic foundations for turning your marketing organziation into an ABM machine through the example of Demandbase’s own journey to an ABM strategy.
Revolutionizing the Customer Experience_ Innovating and Scaling within Enterp...Product School
During this session, learn insights and best practices from Margaret Ryan, Amex's VP of Emerging Payments Product Management, on delivering meaningful product experiences within a large organization, leveraging Amex’s journey to partner with Google to provide customers with a virtual card number (VCN) autofill experience–which completed its roll out in March of this year.
Webinar - How Marketing Automation can sales fall in love with CRMSalesfusion
SalesFUSION and Analyst firm, Gleanster present a compelling look at how a properly implemented marketing automation solution can dramatically improve CRM adoption and usage by Sales
2. 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
3. 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
4. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
4
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing
7. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
What is your objective?
7
Increase Market Share
Brand Recognition
Rebranding
Customer Service
Customer Loyalty
10. 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
11. 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
14. 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
15. 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
31. 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
32. 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
36. 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
37. 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
45. 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