Many marketers have addressed the hygiene factors of email campaigns that ensure efficiency : deliverability; compliance; tracking and usability. The focus is now shifting to the effectiveness of email programmes and delivering a step change in performance by combining three key levers : 1. Automation 2. Personalisation 3. Integration Find out how others have achieved this and how you could apply this approach to optimise your email strategy. Andrew Campbell is an experienced digital marketer with a wide breadth and depth of experience. He has worked on high pay back email programmes for leading brands such as Jet2; netflights; Thomas Cook and East Coast.

1. Three email imperatives -
Automation, Personalisation and
Integration
Andrew Campbell
Thursday 5 th June 2014

2. Email Meets Marketing Automation

3. Behavioural Targeting Drives Relevance

4. Q : Do you send out automated emails based on any of
the following triggers or behaviour?
Source : econsultancy, Email Marketing Industry Census, Figure 31 April 2013

5. Q : Do you send out automated emails based on any of
the following triggers or behaviour?
Source : econsultancy, Email Marketing Industry Census, Figure 31 April 2014

6. Integrate

7. Integrated email
email
eCommerce
Social
Mobile
1
2
3
4
56
7

8. Stairway to (Multichannel) Heaven
Email
Social
Multichannel In-store
Mobile
Web
Multiple
Channel
Integrate
Optimise/Personalise
Data Insight Content Personalisation Delivery

9. email
Triggered (SCV)
Personalised
Dynamic Content
Customer Journeys
Web
Behavioural email
Triggered (Web events)
Surveys/Preferences
Segmentation
eCatalogue
Social email
Mobile email
Mobile/Tablet friendly
Email to drive social traffic
Shareable content
Content-driven email list build
Triggered (Social events)
Mobile Web
Mobile App
Social Campaigns
On-line PR/Brand
Acquisition/Conversion
Advocacy/Referral
Engagement
Photo/Video
On-line Lead Generation
SEO/Natural Search/Link Building
PPC
Inbound Optimisation
Dynamic Merchandising
mCommerce
Geo-fencing/In-store
Local Promotions/Offers
Self Service
POP
Push Notifications
Optimised email
Integrated
email
Multichannel
Campaigns
Social Commerce
In-line Purchase
Payment
Fulfilment
Voice of Customer
Surveys/CSQ
User Review
Preference Centre
On-site/Off Site
Reputation Management
Content Curation
Forum Moderation
Segmentation
Community Management
In Store
Digital Signage Loyalty
e-receipt Events
E-Tags/RFID QR Codes
POP/POS Promo Store Info.
Assisted Selling Availability

10. Personalise

11. Data Drives Decisioning (Trigger +
Content)
Big Data e.g.
Devices, Stock,
Price or Location

12. Content Drives Variable Messaging
User Generated
*
Price Comparison
*
Interactive
On line Help
*
User Reviews/
Ratings (Third Party
Site)
*
Resort Guides/
Product Selection
*
Product/Price
Configurator
*
AvatarCentrally Generated
Static Interactive
*
User Group/
Special Interest Group
Forum
*
Image/Video
Sharing
*
News/Editorial
*
Education/
Information
*
FAQs
*
Staff/Traveller
Blogs
*
Traveller
Blogs
*
Instant
Messaging
*
Product Guides
Features/Benefits/Price
*
Promotions/
Vouchers
*
3G Phone
Apps
*
Transactional/
Product Usage
*
Recommendations/
People Who Bought ..
*
Collaboration Tools
e.g. Travel Wiki
*
Votes/
Polls
*
Competitions
*
Referral
*
User Reviews/
Ratings (On-site)
*
Airline/ Airport
*
Car Hire/Hotel

13. 1 – Prospect 3 – Lost Customer
Re-Enticement
Acquisition
Loyalty /
Rewards
Welcome
Cross-sell Up-sell
Low Activity trigger
Reactivation
Win Back
2 – Current Customer
Customer Lifecycle
Customer Lifecycle
Awareness
• Search / PPC
• Multi-channel exposure
• Word of mouth
• Media
• Travel reviews …
Acquisition
• Hand raiser
• Registrant
• Email responder
• Survey completer
• Competition entrant
• Social participant
Welcome
• On-boarding
• Preference gathering
• Nursery programme
• Entrench
Cross-sell Up-sell
• Use opportunities
• Evaluate and Improve
• Respect conversation
Loyalty Rewards
• Reinforce
• Reciprocate
• Advocate
Low Activity trigger
• Likelihood to attrite
• Reminder (benefits)
• Enticements
• Identify timewasters
Reactivation
• Go for the good
• Reactivation series
• Anniversary trigger
• Exit Management
Win Back
• Identify returning
customers
• Re-enter modified
lifecycle based on
history
Awareness

14. Right Time
Customer Journey
Purchase
Cycle
Purchase
Cycle
Purchase
Cycle
Events :
Customer; Purchase; email;
On-line; Social; Other
Prospecting Conversion Lapsed

15. Email 2
-Extra
incentive
Month 1
Resend
Email
send
Email 3
- Extra incentive
Offer ending
Non open
Unsubs
Open, click,
subscribe
Open, click,
subscribe
Open, click,
subscribe
Unsubs
Non open
Month 2 Month 3 Month 4
Telesales –
High Value
Direct Mail –
Medium
Email 5
- Survey
Open/Click
Abandoned
subscribe
Open/Click
Abandoned
subscribe
Loyalty
Programme
Example Comms Flow - Conversion
Post Card –
Low Value
Unsubs
Non open
Open/Click
Abandoned
subscribe
Prospect
Programme
Email 4
- Extra incentive
Offer extension

16. Personalisation Works
Source : Marketo
Quality versus Quantity

17. Personalisation Works
Segmented + Personalisation
Open Click Thru Open Click Thru
eNewsletter 16 % 2 % 44 % 9 %
Targeted
Promotions (000s)
23 % 3 % 32 % 4 %
Mass Promotions
(From 100,000s to
several 10,000s)
26 % 4 % 72 % 16 %
Source : Travel Client over 12 months April ‘12 to March ‘13

18. Examples

19. Email and Web Integration (Product Events)
Purchase
Dispatched +7dAs someone who has recently
purchased a camera from
Amazon, we thought you’d like
to see a selection of our latest
and greatest accessory offers
+14d
As someone who has recently purchased a
digital camera, we thought you might like
to know about our great range of stylish
digital photo frames ….
+21d
As someone who has recently
purchased a camera, we thought
you might like to know about the
following offers on accessories

20. Email and Web Integration (On-line Events)
As someone who has recently browsed our
range of Garmin products or purchased fitness
equipment , we thought you might be
interested in our great deals on a selection of
Garmin Forerunners, sports watches and more
As someone who
has shown an
interest in our
selection of
business and office
software , we
thought you might
like to know about
the following offers

21. Email and Social

22. Social Data Access - Permissions

24. Service
Marketing
Social
Sales
Sales
Sales
Social
Social
Social
Sales
Sales
Sales
Marketing
Sales
Marketing

25. Key Points
1. Technology barriers have gone – it’s
Marketers holding things up !
2. Aim higher with personalisation
3. Aim wider with channel integration
4. Keep customers at the heart of the design
process
5. Test, measure and refine. Then do it again.
And again. And again …..