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HOW TO BOOST EMAILMARKETING PERFORMANCES
30 MINUTESfood for thought doing permissionmarketing2
BUILDING CUSTOMER-CENTRIC RELATIONSHIPS3
Most important KPI:                 CPnO   (Cost Per new Customer)                 CLTV    (Customer Life Time Value)4    ...
WHY CARE ?       10.000.000.000Bankrupt webshops2012 # 55
6   1/28/2013   Teradata Confidential
Repeat buy?    E-COMMERCE                                              MAILORDER CATALOGUE    ORDER           NUMBER     R...
10% Loyalty improvement                                                       conv. To                                    ...
Business value = Loyalty                   5X                   4X    Repeat buy                   3X                   2X...
Pre-condition for     professionel email         marketing10   1/28/2013   Teradata Confidential
Value of email permissions?• Dutch webshop – b2c• Data source: new customers in Q4 -11 and Q1 – 12• No segmented or behavi...
From Newsletter to Campaign mail     1:all                                  1:112      1/28/2013   Teradata Confidential
Email marketingKey email marketingdiscipline must be managedand applied to succeed                                        ...
Email marketing     Data integration Automatic processes14        1/28/2013     Teradata Confidential
Data, data,data     INTEREST       1. TIME BUY   ESTABLISHED                  LOYAL       REACTIVATED                     ...
Automatisering er et “must”       Segmented         PUSH          1:N      Opt-In                                         ...
Case Study – Mediherz.de                                          • German online pharmacy                                ...
Data driven campaigns improved result 5x                                                              Click stream campaig...
halfords - automated and highly personalized messages to drive second purchase                                  Challenge ...
Sony increased sales conversions by 5% using customerproduct reviews                         Challenge                    ...
21   1/28/2013   Teradata Confidential
Data driven                                         marketing                                         = KPI22   1/28/2013 ...
KPI could be                        today          6 months            12 months     CpO - Google             8           ...
get a balance in marketing spending?     Lead generation activities                     Nurturing activities              ...
Summary – 7 Points                                     Budget                    KPI                 Follow-up            ...
Make a plan                                          30                                 100                            180...
THANKS FOR LISTENINGPer John Jensen          Follow usNorthern EuropeT +45 29 61 33 03@ p.jensen@ecircle.comSlagterhusgade...
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How to boost e-commerce ROI with digital marketing & data - Webwinkel Vakdagen 2013

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How to boost e-commerce ROI with digital marketing & data - Webwinkel Vakdagen 2013

  1. 1. HOW TO BOOST EMAILMARKETING PERFORMANCES
  2. 2. 30 MINUTESfood for thought doing permissionmarketing2
  3. 3. BUILDING CUSTOMER-CENTRIC RELATIONSHIPS3
  4. 4. Most important KPI: CPnO (Cost Per new Customer) CLTV (Customer Life Time Value)4 1/28/2013 Teradata Confidential
  5. 5. WHY CARE ? 10.000.000.000Bankrupt webshops2012 # 55
  6. 6. 6 1/28/2013 Teradata Confidential
  7. 7. Repeat buy? E-COMMERCE MAILORDER CATALOGUE ORDER NUMBER REBUY ACCUM. UTILIZATION NUMBER REBUY ACCUM. UTILIZATION7 1/28/2013 Teradata Confidential
  8. 8. 10% Loyalty improvement conv. To CpC buy % CpO Today € 0,40 1,8 € 22,22 Future € 0,40 1,8 € 22,22Reference numbers for the customer (BEFORE) Re-buy CpO Basket Margin Margin € Contribution1st buy € 22,22 € 51,00 40% € 16,73 € -5,492nd buy 35% € 5,853rd buy4th buy 45% 50% 10% = 38% Value € € 2,63 1,325th buy 70% 20% = 81% Value € 0,92Total direct contribution after 5 buys (CLTV) € 5,23 30% = 2,3X ValueReference numbers for the customer (AFTER 6 MTH) Re-buy CpO Basket Margin Margin € Contribution1st buy € 22,22 € 51,00 40% € 16,73 € -5,492nd buy 38,5% € 6,443rd buy 49,5% € 3,194th buy 55,0% € 1,755th buy 77,0% € 1,35Total direct contribution after 5 buys (CLTV) € 7,248 1/28/2013 Teradata Confidential
  9. 9. Business value = Loyalty 5X 4X Repeat buy 3X 2X 1X Customers9 1/28/2013 Teradata Confidential
  10. 10. Pre-condition for professionel email marketing10 1/28/2013 Teradata Confidential
  11. 11. Value of email permissions?• Dutch webshop – b2c• Data source: new customers in Q4 -11 and Q1 – 12• No segmented or behavioural marketing Permission Non-permission 1. time buy 100% 100 100% 100 2. buy 46% 46 30% 30 3. buy 56% 26 50% 15 4. buy 74% 19 61% 9 5. buy 93% 18 80% 7 207 161 Value of email permission, before ”real” email marketing - 28%11 1/28/2013 Teradata Confidential
  12. 12. From Newsletter to Campaign mail 1:all 1:112 1/28/2013 Teradata Confidential
  13. 13. Email marketingKey email marketingdiscipline must be managedand applied to succeed Permission and send• Email deliverability: Capacity Deliverability timing, right speed Whitelisting, reputation etc Open• Email open: Personalization, DATA Click timing, subject line• Conversion: Relevance and € appealing (based upon buying/click history) 13 1/28/2013 Teradata Confidential
  14. 14. Email marketing Data integration Automatic processes14 1/28/2013 Teradata Confidential
  15. 15. Data, data,data INTEREST 1. TIME BUY ESTABLISHED LOYAL REACTIVATED DON´T MISS BE THE FIRST IT! WE MISS YOU! Segmented TO…! THANK YOU FOR behavioural Antichurn Feedback CHOOSING…! reaktivering Lead nuturing SAFE & EASY!15 1/28/2013 Teradata Confidential
  16. 16. Automatisering er et “must” Segmented PUSH 1:N Opt-In Opt-Out Prospect 1st Buy 2nd Buy Established Premium WF: WF: WF: WF: WF: WF: Sign-up Honey Moon 1st-Timers Loyalty Aborted Browsed in Capture Turning Feedback offers purchase high value leads prospects mails & product areas into follow-up onsite customers incentive 1:n/1:1 PULL WF: WF: WF: WF RFM: Birthday Tell a Up-Selling Local shop Reactivation friend and Cross offers Mails Selling 60 days 90 days 180 days WorkFlows – automated Retargeting campaigns 16 1/28/2013 Teradata Confidential
  17. 17. Case Study – Mediherz.de • German online pharmacy Customers /month 25.000 • 56 employees17 1/28/2013 Teradata Confidential
  18. 18. Data driven campaigns improved result 5x Click stream campaigns Number of orders Gender, age 543 and prescription 242 100 Push - mail Segmented Behavioural18 1/28/2013 Teradata Confidential
  19. 19. halfords - automated and highly personalized messages to drive second purchase Challenge Increase second purchase rate of customers through cross-selling other products Solution •Storage and synchronization product catalog and Product recommendations in the Digital Marketing Cloud •Integration with Bazaarvoice for compelling product review data to enrich the message •Complete automation by dynamic assembly of email Results templates Open rates increased 129% Sales conversions up 45% 19 1/28/2013 Teradata Confidential19
  20. 20. Sony increased sales conversions by 5% using customerproduct reviews Challenge • Increase traffic to the Sony online store • Use product review data to drive online conversions • Promote sales of specific products according to business needs Solution • product promotional email campaign using customer reviews content • Match Reevoo reviews content to products using Cloud+ / related data • Cross-sell opportunities identified driving customers along the sales funnel Results • Increase in traffic to Sony website bringing prospects closer to the product • 81% of shoppers utilise customer reviews 20 1/28/2013 Teradata Confidential • 5% uplift in sales conversions e
  21. 21. 21 1/28/2013 Teradata Confidential
  22. 22. Data driven marketing = KPI22 1/28/2013 Teradata Confidential
  23. 23. KPI could be today 6 months 12 months CpO - Google 8 7,50 7,00 Affiliate 7,25 7,00 6,75 …….. Repeat buy - 1. to 2. buy 25% 35% 50% 2. t0 3. buy 45% 58% 65% ……… Permission % email 65% 70% 75% SMS 10% 15% 18% Conversion % Direct 2,1% 2.4% 2,6% Shop 1.1% 1.3% 1.4% Call center 3.0% 1.5% 1.1% email open rate 19% 23% 26% email click rate 12% 20% 22% ….. CLTV (after x 22 25 30 mth)23 1/28/2013 Teradata Confidential
  24. 24. get a balance in marketing spending? Lead generation activities Nurturing activities Loyalty /retention activities24 1/28/2013 Teradata Confidential
  25. 25. Summary – 7 Points Budget KPI Follow-up Permission CLTV Dedication Data & & Passion Integrat. System25 1/28/2013 Teradata Confidential
  26. 26. Make a plan 30 100 180 Quick-wins Days Next Generation Days DaysVærdi/Resultat Lift off Campaigning Business ROI-Acceleratorer: - Profil data - Welcome mail - Feedback mail Advanced campaigns: - Birthday e-mail etc. Segmenteret & Trigger Abandon basket kampagner: - Click stream campaigns - 1:1 recomendations - Click stream segmented - Facebook feed - Me too offers - Reactivation campaigns - Bounce handling - …... Lift off Business Tid 26 1/28/2013 Teradata Confidential
  27. 27. THANKS FOR LISTENINGPer John Jensen Follow usNorthern EuropeT +45 29 61 33 03@ p.jensen@ecircle.comSlagterhusgade 10 www.ecircle.com1715 København V 27 1/28/2013 Teradata Confidential eC

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