First delivered at eCommerce Expo back in 2008, this presentation covers how pioneering eCommerce companies use targeting and relevant content to drive additional revenue from their audiences

1. Using email to get relevant and to get incremental revenue Paul Crabtree Director, Velo// [email_address] 30-31 st October 2007 [Delivered at eCommerce Expo] How pioneering eCommerce companies use targeting and relevant content to drive additional revenue from their audiences

5. Industry Research tells us it works Source: “The ROI of E-mail Relevance” Report Combine the factors for significant up lift!

7. Sales Funnel shows it works Source: Adestra

8. Caveat In this presentation, we will address the bottom half of the funnel BUT don’t forget delivered Delivered Opened Clicked Converted The Sales Funnel This information can be supplied by your email partner

9. Email Marketing MESSAGE M ESSAGE

10. Is this the extent of your targeting? Simple targeting models based on demographics or events in the calendar? M ESSAGE

11. Is this the extent of your targeting? And just using personalisation to address to someone M ESSAGE

12. … All underpinned by simple data capture? M ESSAGE

18. Email Marketing TARGETING T A R G E T I N G

19. When do you send? T A R G E T I N G We send when we want, not when they want Emails every Friday…. Emails on a Thursday…. Emails at the start of the month….

20. What governs when to send at the moment? We send when we want, not when they want

22. Welcome back! “How was it for you?” Self Selecting Program: Post Purchase Follow up T A R G E T I N G

23. Cross sell in customer service T A R G E T I N G

24. Abandon Basket Program T A R G E T I N G Segmentation: All contacts who targeted everyone who had abandoned their basket over a 3-day period. Message: Personal letter style with no images bar the company logo to differentiate from normal marketing. No offer, just reminded them that products were in basket

25. Once set up, only tinkering! One a program is created, no need for ongoing campaign production apart from refinement! Refinement Reporting Sending Optimisation Data Design Planning Refinement Reporting Sending Optimisation Data Design Planning

26. Email 2 - Extra incentive Week 1 Resend (?) Email send Email 3 - Extra incentive Offer ending Non open Unsubs Open, click, subscribe Open, click, subscribe Open, click, subscribe Unsubs Non open Week 2 Week 3 Week 4 Telesales(?) DM(?) Email 5 - Survey Open/Click Abandoned subscribe Open/Click Abandoned subscribe Email 4 - Loyalty This model can even apply to simple newsletter programs T A R G E T I N G

27. First step: Is there an opportunity between sends?