EMAIL MARKETING IS A SCIENCE
Customer Retention Repeat Purchase Lifetime Value Brand Loyalty Brand Advocates
Email is a direct marketing medium...
Deliver the right message to the right person at the right time
The Customer Lifecycle Turning Prospects into Brand Advocates
Customer Acquisition
Customer Retention
Optimal Customer Lifecycle
Trigger
Member Relevant
Split Testing
Campaigns
Cross Sells
Timely Up sells
Personalised promotions
Personalised Newsletters
Surveys
Welcome
Email Blast messages
Typical Customer Lifecycle
Science Increases ROI
Advanced e-mail marketing tactics
Higher sales & profits than "broadcasting"
broadcast
automated
targeted
Behavioral personalisation
In $ generated per month
Monthly sales
Monthly net profit
Source: Jupiter Research Executive 03/05
Technology Empowers the Scientist
Data Gathering and Profile Management Behavioural Segmentation Message Personalisation Campaign Automation Split Run Testing Harnessing the Power of Brand Advocates Response Analysis and Reactivity Delivering the Message
The Scientist�s Key Ingredients...
Offer
Creative
Format
Timing
Customer Registration and Profile
Management
Determines file size (Opportunity) Determines depth of profile
Determines motivation of people on database
Think about the "Value Exchange"
People know their data has a value What do they get if they trade it What kind of people will respond to the offer Are they the kind of people you want
It�s all about value
Membership benefits Access to exclusive content VIP web area Additional services on and off-line Hear about things fast Be in the know Impress your friends Signing up is a life-enhancing decision
SCIENCE: Use the Data You Have Gathered
Select the Right People Send the Right message Personalise the message
Targeting & Segmentation
Geographic & Demographic Segmentation
Create segments based on region, age, gender, etc.
Integrate data from other channels
Run quick counts
Combine unlimited criteria
Increase your sales by identifying & targeting smaller more profitable customer groups
EXAMPLE: Rules Based Offers for ROI
Dynamic Content Personalisation Tools
Trigger Campaigns Generate the Highest
Response Rates
Automated Trigger Campaign Tools
Automated new entrant wheel offers Best products sent to new clients over 6 week period Time sensitive triggered offers Low campaign production costs Highly profitable for marketers
MORE SCIENCE: Split Run Testing
A Simple Change Can Improve ROI by 35%
SCIENCE: Delivering The Message
Undelivered Messages have no value Barriers at Many Levels
* Browser
* ISP
* Blacklists
* Corporate Email Systems
* Consumer Filters You Do Not Make the Rules
Introducing Outlook 2007...
Very basic CSS support (CSS level 1)
No support for background images (HTML or CSS) Poor background colour support No support for CSS float or positioning, HTML tables only. Very poor support for padding and margin No support for forms No support for Flash, or other plugins (a red cross will be displayed) No support for replacing bullets with images in unordered lists No support for animated GIFs (only static)
The laptop experience - HTML Viewed Offline
Images Disabled by Browser
The Mobile Business Professional?
Wave goodbye to HTML
"The POP mail client that comes with the Treo won't display HTML email. It doesn't even hide the mass of format tags; it just looks like a bunch of gobbly gook with some text in between."
CONCLUSION
Email Marketing is a Science:
-Building the customer base
-Targeting The right person
-With The right message
-At the right time
-Testing
-Delivering the Message
Do the Science Right and You will Succeed
