HOW TO BOOST EMAIL MARKETING PERFORMANCES

30 MINUTES

2

food for thought doing permission

marketing

BUILDING CUSTOMER-CENTRIC RELATIONSHIPS

3

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Most important KPI:CPnO (Cost Per new Customer)

CLTV (Customer Life Time Value)

WHY CARE ?

5

10.000.000.000

Bankrupt webshops2012 # 55

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Marketin

gtasks

Get new leads inFirst time buyRepeat buyIncrease basketLoyalty and retention

CPnO, Repeat buyconversion rates …..= CLTVCustomer life time value

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Repeat buy?

ORDER NUMBER REBUY ACCUM. UTILIZATION NUMBER REBUY ACCUM. UTILIZATION

E-COMMERCE MAILORDER CATALOGUE

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10% Loyalty improvement

   CpC

conv. To buy % CpO

Today    €             0,40  1,8   €           22,22 

Future    €             0,40  1,8  €           22,22 

Reference numbers for the customer (BEFORE)  Re-buy CpO Basket Margin Margin € Contribution1st buy    €           22,22  €     51,00  40%  €          16,73   €        -5,49 2nd buy 35%          €          5,85 3rd buy 45%          €          2,63 4th buy 50%          €          1,32 5th buy 70%          €          0,92 

Total direct contribution after 5 buys (CLTV) € 5,23

Reference numbers for the customer (AFTER 6 MTH)  Re-buy CpO Basket Margin Margin € Contribution1st buy    €           22,22  €     51,00  40%  €          16,73   €        -5,49 2nd buy 38,5%          €          6,44 3rd buy 49,5%          €          3,19 4th buy 55,0%          €          1,75 5th buy 77,0%          €          1,35 

Total direct contribution after 5 buys (CLTV) € 7,24

10% = 38% Value20% = 81% Value30% = 2,3X Value

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Business value = Loyalty

Customers

Repe

at buy

1X

2X

3X

4X

5X

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Pre-condition for professionel email

marketing

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Value of email permissions?

• Dutch webshop – b2c• Data source: new customers in Q4 -11 and Q1 – 12• No segmented or behavioural marketing

  Permission   Non-permission1. time buy 100% 100 100% 1002. buy 46% 46 30% 303. buy 56% 26 50% 154. buy 74% 19 61% 95. buy 93% 18 80% 7

    207     161

Value of email permission, before ”real” email marketing -

28%

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From Newsletter to Campaign mail

1:all 1:1

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Email marketing

Key email marketing discipline must be managed and applied to succeed

• Email deliverability: Capacity timing, right speed Whitelisting, reputation etc

• Email open: Personalization, timing, subject line

• Conversion: Relevance and appealing (based upon buying/click history)

Permission and send

Deliverability

Open

Click

€

DATA

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Email marketing

Data integration

Automatic processes

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INTEREST 1. TIME BUY ESTABLISHED

DON´T MISS IT!BE THE FIRST TO…!

THANK YOU FORCHOOSING…!

SAFE & EASY!

WE MISS YOU!

LOYAL REACTIVATED

Leadnuturing

Feedback

Segmentedbehavioural Antichurn

reaktivering

Data, data,data

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Opt-In Prospect 1st Buy 2nd Buy Established PremiumOpt-Out

PU

SH

Seg

men

ted

1:N

PU

LL

1:n

/1:1

SPECIALPRODUCT NEEWS

SEASSONCOURTESY

PRODUCT OFFER

Automatisering er et “must”

WF:Sign-upCapture leadsonsite

WF:Honey MoonTurning prospects intocustomers

WF:1st-TimersFeedbackmails & follow-upincentive

WF:Loyalty offers

WF:Tell a friend

WF:Birthday

WF:Up-Selling and Cross Selling

WorkFlows – automated

WFLocal shop offers

WF:Browsed in high value product areas

RFM:ReactivationMails60 days90 days180 days

WF:Aborted purchase

Retargeting campaigns

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Case Study – Mediherz.de

• German online pharmacy Customers /month 25.000

• 56 employees 

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Data driven campaigns improved result 5x

Num

ber o

f orders

Push - mail

100

242

Gender, age and prescription

Segmented

543

Click stream campaigns

Behavioural 

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halfords - automated and highly personalized messages to drive second purchase

19

ChallengeIncrease 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 templatesResults

Open rates increased 129%Sales conversions up 45%

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Sony increased sales conversions by 5% using customer product reviews

eCircle   20

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 

• 5% uplift in sales conversions 

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Data driven marketing

= KPI

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KPI could be

today 6 months 12 monthsCpO - Google Affiliate ……..

87,25

7,507,00

7,006,75

Repeat buy - 1. to 2. buy 2. t0 3. buy ………

25%45%

35%58%

50%65%

Permission % email SMS

65%10%

70%15%

75%18%

Conversion %DirectShopCall center

2,1%1.1%3.0%

2.4%1.3%1.5%

2,6%1.4%1.1%

email open rateemail click rate

19%12%

23%20%

26%22%

…..

CLTV (after x mth)

22 25 30

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get a balance in marketing spending?

Loyalty /retention activities

Nurturing activities

Lead generation activities

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Summary – 7 Points

CLTV

KPIFollow-up

Budget

Dedication& Passion

System

Data &Integrat.

Permission

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Make a plan

Lift offBusiness

Væ

rdi/R

esul

tat

Tid

Quick-wins Lift offBusiness

Next GenerationCampaigning

ROI-Acceleratorer:

- Profil data- Welcome mail- Feedback mail- Birthday e-mail etc.

Segmenteret & Trigger kampagner:

- Click stream segmented- Me too offers- Bounce handling- …...

Advanced campaigns:

Abandon basket- Click stream campaigns- 1:1 recomendations- Facebook feed - Reactivation campaigns

30 Days

100 Days

180 Days

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THANKS FOR LISTENING

eCircle

27

Per John JensenNorthern Europe

T +45 29 61 33 03@ p.jensen@ecircle.com

Slagterhusgade 101715 København V

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