Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
17. Email value proposition
• Be first to know
• Special offers
• Competitions
• Deals and savings
• Birthday gift
• Convenience
• New product information
• Value add content
• Exclusivity & privileges
23. Map your customer journey
Regular
One purchase
purchase
Lapsing
Prospect
Signup Lapsed
Scenario 1 1,000 7,000 15,000 2,000 5,000
Scenario 2 10,000 1,000 12,000 2,000 25,000
24. Scenario 1 vs 2
Scenario 1 Scenario 2
Win-back lapsed
Lapsed 5000 25000
5% 250 1250
Existing regular 15000 12000
New regular 15250 13250
Convert one time to regular
One purchase 7000 1000
15% 1050 150
Existing regular 15000 12000
New regular 16050 12150
25. Database growth questions
• Value of an email address?
• What is growth per month?
• What is loss per month? What are causes?
• Address count with no email/permission?
• What % web visitors signup?
• How many opt-out during purchase?
• Performance and value by signup source?
• What incentives increase signup?
• Have existing processes been optimised?
• Have all contact points been reviewed?
26. Prospect & one purchase
• When to use an incentive?
• What is the normal time before purchase?
• What is most common product?
• What are most common first purchase?
• What incentive to use?
27. Regular customers
• What is the customer segmentation?
• Who are the best customers?
• What revenue % is from regular?
• What revenue is from best?
• How to cross sell based on history?
• What sort of up sell?
30. Transaction data drill-down
Average spend per customer per segment
Customer criteria
Product category Male Female 25-35 … ALL
A ÂŁ12.00 ÂŁ11.00 ÂŁ23.00 ÂŁ11.50
B ÂŁ2.00 ÂŁ5.00 ÂŁ0.80 ÂŁ4.30
C …
31. Customer classification
1. Demographic
– Population characteristics, age, gender, social class
2. Preferences
– Own expressed preference.
3. Behavioural
– Purchasing behaviour e.g. value of products, product
category, loyalty, RFM
4. Value
– Lifetime value, last 12 months gross margin
32. Customer classification (2)
1. Geographic
– Area e.g. country, city, urban/rural, north-south
2. Psychographic
– Psychological factors e.g. lifestyle, personality
3. Geodemographic
– Combine the places where people live with their
underlying characteristics and behaviour e.g. Acorn,
Mosaic and Prizm
4. Attitudinal and needs
– Risk in financial services, views on gambling
33. Campaign data drill down
Campaign objective …
Subject line …
Open Click
ALL 15% 5%
Male 10% 4%
Female 20% 7%
Single 8% 2%
…
35. Analysis of intervals
First Last Purchase
purchase purchase Quantity purchases interval (days)
Sue 04/04/2011 15/01/2012 5 57.2
John 02/11/2011 04/04/2012 2 77
Nigel 03/12/2011 30/01/2012 1 58
Sarah 12/05/2011 25/10/2011 8 20.75
…
Average 53.24
Standard deviation 23.51
84% of people who buy again will do so within
period average+standard deviation. In this case
76 days.
36. Contact policy
• Triggers and transactional
– Confirmation
– Welcome campaign series
– Abandon basket
– Replenishment and reminders
– Post purchase
– Pre/post event
– Web action response
• Bulk email frequency
• Follow up, non-openers & clickers.
38. Have a process
Define
Objective Develop Execute and
Create test Review what
and tests and report
hypotheses and why
optimisation define cells results
metric
39. Have a plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Subject Subject Calls to Subject Use of Time of
lines. lines. action lines. images. day/day
From Calls to size, Email Email of week.
name. action placeme length format.
copy nt.
Offers.
41. How long will all this take?
Very small list size 2 to 3 days
Limited number of products/services
Niche market
Online pure play business
Small to medium list 3 to 6 days
Wider range of products/services with limited distinct categories
Wider demographic
Online pure play
Medium to large list 5 to 10 days
Several complementing categories of products/services
Integrated marketing
Online and offline
Large list 10+ days
Large range products
Wide customer demograhpic
Multi-channel integrated marketing
Online and offline
42. Customer hierarchy
Value Signup
Contact & Message
Relevance
Message, copy & Relevance
creative
Deliverability & Value. What’s in it for
permission management me
43.
44. Thank you for listening
Questions? Let’s connect…
• Twitter
– @tawatson
• LinkedIn
– http://uk.linkedin.com/in/tawatson
• Web
– www.zettasphere.com
• Blogs
– dmaemailblog.com/author/tim-watson/
– www.smartinsights.com/author/tim-watson/