SlideShare a Scribd company logo
1
Email is #1 for ROI
Figure 9: How do you rate the following channels or disciplines in terms of
return on investment?
Cross-tabulation of responses for ‘Which practices are part of your email marketing efforts?’ (advanced
segmentation) and ‘How do you rate the following channels (email marketing) in terms of return on
investment?’
Marketers who employ advanced techniques
get better ROI
Excellent Good Average Poor
We do this 37% 52% 11% 0%
Planning this 33% 38% 22% 7%
We don’t do
this
17% 45% 31% 7%
advanced segmentation
mobile responsive templates
video content
kinetic design
multi-channel triggers
content personalization
location-based content
lead nurturing
lifecycle automation
ratings and reviews
dynamic content
real-time content
progressive profiling
dynamic social feeds
send time optimization
product recommendations
predictive modelling
multi-variant testing
predictive modelling
cross-channel orchestration
5
• Review current
performance
• Identify gaps
• Revenue-driving
opportunities
• Define objectives
• KPIs
• Identify enablers
• Prioritisation
exercise
• Develop Success Plan
• Regular review
meetings
• Assess performance
against objectives
• Tackle challenges
• Re-prioritise
Adestra’s approach to Customer Success
Adestra 8 Marketing Success Pillars
7
Revenue per 1000 emails
Audience (delivered emails)
Open Rate
Clickthrough Rate
Conversion Rate
Average Order Value
Identifying the Influencers
• Deliverability
• Send From name
• Subject line
• Pre-header
• DoW / ToD
9
• Symbols & emojis
• Length
• Personalisation
• Basic human direct response drivers: Urgency, Scarcity,
Curiosity, Exclusivity, Savings, FOMO, Status
Results
• Increase of 12% for
revenue per 1000
emails sent (RpK)
• Overall increase in
revenue attributed to
email of 74%
Personalization throughout the lifecycle
Cross-sell
programs
Replenishment
Abandon Basket Re-engagement
Winback
Breed-specific
CRM
Tailored
Welcome
Programs
1st purchase
incentive
(welcome
journey)
Welcome Convert Nurture Repeat
purchase
Re-activation
£
Pre- and Post-
journey
(travel)
Ratings &
Reviews (travel)
Results
• 60% open rates
• 50% click-to-open rates
• 3 - 10x higher conversion rates
1. Start with
the customer
2. Be clear on
your goals
3. Get buy-in
Final Points
• Invest. Your email ROI will
thank you
• Do what’s right for your
customer and your business
(the tech is just a tool, not an
end in itself)
• Start small and build on it

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Reaching your true (email) potential

  • 1. 1
  • 2. Email is #1 for ROI Figure 9: How do you rate the following channels or disciplines in terms of return on investment?
  • 3. Cross-tabulation of responses for ‘Which practices are part of your email marketing efforts?’ (advanced segmentation) and ‘How do you rate the following channels (email marketing) in terms of return on investment?’ Marketers who employ advanced techniques get better ROI Excellent Good Average Poor We do this 37% 52% 11% 0% Planning this 33% 38% 22% 7% We don’t do this 17% 45% 31% 7%
  • 4. advanced segmentation mobile responsive templates video content kinetic design multi-channel triggers content personalization location-based content lead nurturing lifecycle automation ratings and reviews dynamic content real-time content progressive profiling dynamic social feeds send time optimization product recommendations predictive modelling multi-variant testing predictive modelling cross-channel orchestration
  • 5. 5
  • 6. • Review current performance • Identify gaps • Revenue-driving opportunities • Define objectives • KPIs • Identify enablers • Prioritisation exercise • Develop Success Plan • Regular review meetings • Assess performance against objectives • Tackle challenges • Re-prioritise Adestra’s approach to Customer Success
  • 7. Adestra 8 Marketing Success Pillars 7
  • 8. Revenue per 1000 emails Audience (delivered emails) Open Rate Clickthrough Rate Conversion Rate Average Order Value
  • 9. Identifying the Influencers • Deliverability • Send From name • Subject line • Pre-header • DoW / ToD 9 • Symbols & emojis • Length • Personalisation • Basic human direct response drivers: Urgency, Scarcity, Curiosity, Exclusivity, Savings, FOMO, Status
  • 10. Results • Increase of 12% for revenue per 1000 emails sent (RpK) • Overall increase in revenue attributed to email of 74%
  • 11.
  • 12. Personalization throughout the lifecycle Cross-sell programs Replenishment Abandon Basket Re-engagement Winback Breed-specific CRM Tailored Welcome Programs 1st purchase incentive (welcome journey) Welcome Convert Nurture Repeat purchase Re-activation £ Pre- and Post- journey (travel) Ratings & Reviews (travel)
  • 13.
  • 14. Results • 60% open rates • 50% click-to-open rates • 3 - 10x higher conversion rates
  • 15. 1. Start with the customer 2. Be clear on your goals 3. Get buy-in
  • 16. Final Points • Invest. Your email ROI will thank you • Do what’s right for your customer and your business (the tech is just a tool, not an end in itself) • Start small and build on it