email for retail (aimia victoria)
DESCRIPTION
This presentation provides an overview o the core principals of email marketing strategy for retail. It was presented at the AIMIA Victoria Email for Retail seminar by Rhys HayesTRANSCRIPT
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AGENTS OF CHANGE Living and loving the communication revolution.
Rhys Hayes
Retail Strategies
Wednesday, 24 February 2010
Wednesday, 24 February 2010
Email marketing: Origins and Evolution
WalMart Catalogue WalMart eDM
Wednesday, 24 February 2010
Hi Rhys,
Wednesday, 24 February 2010
Creating an email marketing plan
Step 1: What is the role of email marketing for our retail business- Online sales driver?- Web-to-store sales driver?- Hybrid?
Step 2: What do our customers want?- online purchase behaviour/intent- Role of email in our customers life
Step 3: Develop an email communications plan to compliment customer and business needs
Step 4: Designing and developing eDM templates
Step 4: Getting the Technology Right
Step 5: Implement, measure and optimise
Wednesday, 24 February 2010
Creating an email marketing plan
Step 1: What is the role of email marketing for our retail business- Online sales driver?- Web-to-store sales driver?- Hybrid?
Step 2: What do our customers want?- online purchase behaviour/intent- Role of email in our customers life
Step 3: Develop an email communications plan to compliment customer and business needs
Step 4: Designing and developing eDM templates
Step 4: Getting the Technology Right
Step 5: Implement, measure and optimise
Wednesday, 24 February 2010
Communications Plan
Wednesday, 24 February 2010
COMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCustomer Type A Customer Type B Customer Type C
Early Engagement 1 1 1Viral Marketing 2 4 6Transactional 5 3 7
Dynamic Content 12 12 12Trigger Messages 4 4 8
Lifecycle 3 2 2Re marketing 0 1 1
Communication Plan
Wednesday, 24 February 2010
COMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCustomer Type A Customer Type B Customer Type C
Early Engagement 1 1 1Viral Marketing 2 4 6Transactional 5 3 7
Dynamic Content 12 12 12Trigger Messages 4 4 8
Lifecycle 3 2 2Re marketing 0 1 1
Month Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Comms 3 1 1 4 3 1 1 1 3 2 3 4
Persona Profiling
Customer Type: BEstimated transaction frequency: 4 purchases per yearEstimated interaction frequency: 45%
Communication Plan
Wednesday, 24 February 2010
Early Engagement Welcome and Engage
1(of 8)
PurposeWhen a customers joins/subscribes to a mailing list, the first communication they receive is critical to ensuring ongoing engagement.
Objectives- Communicate value proposition- Provide a unique or special offer- Re-explain what the customer has opted in for
Wednesday, 24 February 2010
Viral Marketing Dedicated offers and incentives
2(of 8)
PurposeWhen customers sign up to receive communications from business, they are signing up to your brand. Highly engaged customers are receptive to special offers that can drive incremental sales and CRM registrations.
Objectives- Communicate key brand messages through creative execution - Drive incremental sales- Drive friend-get-friend CRM registration
Wednesday, 24 February 2010
Transactional Leveraging the highest open rate communication
3(of 8)
PurposeTransactional emails, those confirming a transaction has occurred have some of the highest open rates of any form of email, making them a critical par of the eDM marketing mix.
Objectives- Provide opportunity to up-sell on similar/complimentary product lines
Wednesday, 24 February 2010
Dynamic ContentPersonalise content based on consumer behaviour
4(of 8)
PurposeWhen integrated with web based analytics tools, email content can be personalised to recipients based on the browsing habits
Objectives- Provide contextually relevant offers- Target high value customers with high value propositions
Wednesday, 24 February 2010
Triggered MessagingRespond on profile and action data
5(of 8)
PurposeWhen a consumer completes an action, or an event occurs (based on the customers profile data) send personalised messages reponding to that action.
Objectives- Create deeper, more personalised relationships with customers- Send targeted special offers based on customer profile information - Respond directly to customer actions
Wednesday, 24 February 2010
Lifecycle Programs Convenience can drive retention
6(of 8)
PurposeCreate trigger based email based on product and event lifecycles.
Objectives- Provide convenient reminders to customers based on their profile information - Increase customer retention rates by engaging them only when they need to consider re-purchase- Create more targeted campaigns
Wednesday, 24 February 2010
Reactivate Don’t wash them away without trying first....
7(of 8)
PurposeWhen a consumer has not interacted (click through or conversion) with a communication for a set period of time, a specific communication may be sent to encourage them to re-engage with the brand.
Objectives- Re-engage customers who have not actively responded to offers- Reduce database churn
Wednesday, 24 February 2010
RemarketingAbandoned task communications
8(of 8)
PurposeWhen a consumer terminates a session, the data collected in that session may demonstrate a partially completed task. When this task is linked to conversion metrics there may be an opportunity to ‘remarket’ with a view to encouraging task completion.
Objectives- Increase task completion rates- Re-engage customers who terminate specific tasks- Increase sales/ROI by analysing, targetting and re-engaging conversion funnel drop outs
Wednesday, 24 February 2010
Designing eDM Templates
Wednesday, 24 February 2010
‘From’ and ‘Subject Line’
Wednesday, 24 February 2010
Above the fold
Wednesday, 24 February 2010
On Mobile Devices
Wednesday, 24 February 2010
Calls to Action
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Standard header with custom campaign hero tile
Hero products, targeted based on campaign- Each links to the contextually relevant product area within the website
Catalogue call to action
Standard footer with deep linking
Wednesday, 24 February 2010
Integrating the Right Technology
Wednesday, 24 February 2010
Selecting the Right Vendor
Enterprise ESP’s
Load and Blast/DIY Solutions
Wednesday, 24 February 2010
Selecting the Right Vendor
✓ Strategic Guidance to advance program sophistication
✓ Programmed Repeatability
✓ Analytics Capabilities
✓ Technical Integration capabilities
✓ Social and Mobile Integration
✓ Market presence
✓ Modular service offering - what else can I plug in?
Wednesday, 24 February 2010
Wednesday, 24 February 2010
Implement, Measure and Optimise
Wednesday, 24 February 2010
Once a campaign has been implemented, there are three questions to ask:
1. 1. Did it get the response we wanted?2. 2. If not,why not?3. 3. What trend data is evident?
Wednesday, 24 February 2010
Measuring Performance
➡ Objective performance measures
➡ Diagnostic measures
➡ Intra-campaign measurement tools
➡ Post campaign evaluation tools
Wednesday, 24 February 2010
Wednesday, 24 February 2010