plan - ibm · o ffer an incentiv e to purchase w ait 4 week s e mail 4. o ffer an incentiv e to...
TRANSCRIPT
![Page 1: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/1.jpg)
Plan
• Plan your customer journey
• Think about:– Scenarios
– Timings
– Decision points
– Messaging
– Call to Actions
![Page 2: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/2.jpg)
Implement your flow within the Program flow
EmailReceives automated welcome email
Email more about us
EmailSend preference centre sign up for
brand targeted email
PreferencesYes / No
2 days 7 days Yes
Track 1
Track 2
Email1. Offer an incentive to
Purchase
Wait 3 weeks
Email2. Offer an incentive to
purchase
Wait 4 weeks
Email6. Final incentive to
purchase offer
Wait 4 weeksEXIT
Email3. Offer an incentive to
purchase
Wait 4 weeks
Email4. Offer an incentive to
purchase
Wait 4 weeks
Email5. Offer an incentive to
purchase
Wait 4 weeks
No‘Move to Track’
Not completed PC in last 4 weeks
![Page 3: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/3.jpg)
• Company: National tourism agency for Scotland
• Industry: Travel
• Audience: All ages
• Challenge: Attract more visitors to Scotland
• Goal: Get people to sign up to their e-newsletter and advertise this region
2
Use Case: Visit Scotland
The solution:
• Improve the welcome experience
• Encourage contacts to engage with their website
and social media
![Page 4: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/4.jpg)
3
![Page 5: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/5.jpg)
4
Tip: From one mailing to a series of emails
Visit Scotland
Manual Sends – 23,5%
Automated Sends – 44,8%
Can be built in New Programs
![Page 6: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/6.jpg)
• Company: Performing Arts Centre in London
• Industry: Entertainment
• Audience: All ages from the UK or abroad
• Challenge: Generic email strategy
• Goal: Send more targeted communication
5
Use Case: Barbican
The solution:
• Capture contacts’ preferences
• Improve the Barbican experience from the very first
mailing
• Advertise the most relevant events to their contacts
![Page 7: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/7.jpg)
6
![Page 8: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/8.jpg)
7
Multiple Tracks vs. Dynamic Content
Can be built in New Programs
Using Multi-Path Decisions instead
of Move to Track
![Page 9: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/9.jpg)
8
Use decision points based on behaviors between each step
![Page 10: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/10.jpg)
• Company: Energy company selling gas and electricity
• Industry: Retail
• Audience: Homes and businesses
• Challenge: Multiple changes in product offering
• Goal: Automate communication to provide personalized information on existing
products at the right time
9
Use Case: EDF Energy
The solution:
• Use of API to feed data into contact database and
add contacts to program
• Use Personalization and Dynamic Content to feed
content in mailings
![Page 11: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/11.jpg)
10
Can be built in New Programs
![Page 12: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/12.jpg)
11
Tip: Use API to bring data in and add contacts to a program
![Page 13: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/13.jpg)
© 2015 International Business Machines Corporation
#amplify15
• Company: Travel agency part of Thomas Cook group
• Industry: Travel
• Audience: Adults and Families – all ages
• Challenge: Bookings are declining
• Goal: Convert cart abandonment into purchases
12
Use Case: Neilson Holidays
The solution:
• Give the option to their customers to have an email
sent to their inbox with the summary of their booking
they started on the website
![Page 14: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/14.jpg)
13
![Page 15: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/15.jpg)
14
![Page 16: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/16.jpg)
15
Hero Image +
Main Text
Holiday
Summary
+ link to continue
booking
Tip: Use personalization and automation to improve customer experience
Open Rate: 69.3%CTR: 29.3%
![Page 17: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/17.jpg)
• Company: Subscription-free satellite television service
• Industry: Retail / Entertainment
• Audience: All ages
• Challenge: Little insight into their customers
• Goal: Build a strong relationship with their customers
16
Birthday Use Case: Freesat
The solution:
• Capture data
• Automate campaigns such as welcome, birthday, …
![Page 18: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/18.jpg)
17
Open Rate: 27%CTR: 6.81%
Open Rate: 41%CTR: 0.85%
67% completion rate
Subject line: Fancy a slice of cake? Subject line: A birthday treat from Freesat
Tip: Capture data and use it as trigger event
Can be built in New Programs
![Page 19: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/19.jpg)
#amplify15© 2015 International Business Machines Corporation
Re-engagement Automation
18
![Page 20: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/20.jpg)
• Company: UK’s second largest airport and most efficient single-runway airport
in the world
• Industry: Travel
• Audience: All travelers
• Challenge: Increase of inactive contacts
• Goal: Re-engage inactive subscribers and improve deliverability
19
Use Case: London Gatwick Airport
The solution:
• Taking the inactive contacts through a re-engagement
series
• Flag inactive subscribers in the database
![Page 21: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/21.jpg)
Tip: Use Update Profile to mark contacts “Inactive” making them easy to query off and more.
![Page 22: Plan - IBM · O ffer an incentiv e to purchase W ait 4 week s E mail 4. O ffer an incentiv e to purchase W ait 4 week s E mail 5. O ffer an incentiv e to purchase W ait 4 week s N](https://reader033.vdocuments.mx/reader033/viewer/2022042004/5e6ec08aaa2de103fd26cd99/html5/thumbnails/22.jpg)