Email marketing basics and scrum

1. EMAIL
MARKE
TING
BY GÜNTHER HASLBECK
OVENGA MEDIA
BASICS
SUPPORTED
WITHSCRUM

2. BEFORE
WE START

3. THINKABOUTTHECUSTOMERJOURNEY
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
SHOP
&
BUY
TRACK
ORDER
RECEIVE
GOOD
USE
GOOD
SO SIMPLE,ISNT IT ?

4. SO?
ALLYOU NEED ISA
EMAILTOOLANDA
WEBSHOP,RIGHT?

5. SORRY,GOTA MESSAGE
AH,JUSTA NEWSLETTER...
DELETETHAT SHIT

6. THISJOURNEY
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
SHOP
&
BUY
TRACK
ORDER
RECEIVE
GOOD
USE
GOOD
ISTOO SIMPLE &WRONG

7. ITLOOKSMORELIKETHIS
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
SHOP
&
BUY
TRACK
ORDER
RECEIVE
GOOD
USE
GOOD
PRINT
WEB
TV
SOCIAL
facebook..
WORD
OF
MOUTH
REVIEWS
WEB
SHOP
RETAIL
STORE
AWARENESS
CONCIDERATION
INTEREST
ADS
EMAIL
LETTERS
CALLS
ACTION
BEFORE BOUGHT

8. DISTURBANCE"
EVERYWARE
PROBLEM 1

9. TOO MUCH"
SIMILAR OFFERS
PROBLEM 2

10. OFFERSARE "
TOO GENERAL
PROBLEM 3

11. AWARENESS IS
KEY
WHICH MEANS

12. CUSTOMER CONTACT
(EMAIL) IS KEY
WHICH MEANS

13. CUSTOMERS INTERESTS
IS KEY
WHICH MEANS

15. RIGHT PERSON"
RIGHT MOMENT"
RIGHT MESSAGE"
RIGHT FORM
MARKETING MEANS

17. ABOUT THE RIGHT MOMENT
WAKEUP
2015: People using different DEVICES at
different situations
OFFICE
COUCH
BED
CELLPHONE, LAPTOP, TABLET, CELLPHONE

18. MANY WAYS TO REACH CUSTOMER
Affiliate
Applications / Widgets
Blogs + Blogging
Direct /
Referring Links
Content Marketing
Comment Marketing
Display Ads
Display Advertising
Document Sharing
(Slideshare)
Email
Newsletter
Letter
Forums
Inbound Marketing
Infographics
Link Building
News / PR
Online Videos
Podcasting
PPC
Presentations
Press Releases
Print / TV / Radio
Q+A Sites
Research /
Whitepapers
Retargeting
SEO
Social Bookmarking
Social Networks
Telemarketing
Trade Shows
Type in Traffic
Webinars
Word of Mouth
EVEN MORE

19. MANY WAYS TO REACH CUSTOMER
Inbound Marketing

20. BE STRATEGIC

21. WE NEED A STRATEGIC WAY
1.PLAN
2.REACH
3.ACT
4.CONVERT
5.ENGANGE

22. WHERE / HOW
REACH
ACT
CONVERT
ENGANGE
Search
engines,
Social-­‐Networks,
Blogs
Your
web
site,
blog,
community...
Ecommerce
process,
product,
price
and
promoNon
Customer
Advocacy

23. TO MEET THE CUSTOMER IN STAGE:
REACH
ACT
CONVERT
ENGANGE
EXPLORATION
DECISION
MAKING
PURCHASE
ADVOCACY
Search
engines,
Social-­‐Networks,
Blogs
Your
web
site,
blog,
community...
Ecommerce
process,
product,
price
and
promoNon
Customer
Advocacy

24. TO MEET THE CUSTOMER IN STAGE:
REACH
EXPLORATION
Search
engines,
Social-­‐Networks,
Blogs
Publish and promote your content, allow
sharing to other outposts, network and
influencers. Draw People to your content
hub...
KPI: Unique Visitors, Value per Visit, Fans /
Follower

25. TO MEET THE CUSTOMER IN STAGE:
ACT
DECISION
MAKING
Your
web
site,
blog,
community...
Be worth finding via clear customer
journeys and a content hub that is relevant,
inspirational, useful and creates leads
KPI: Leads, Time on Site, Shares /
Comments

26. TO MEET THE CUSTOMER IN STAGE:
CONVERT
PURCHASE
Ecommerce
process,
product,
price
and
promoNon
Capitalize on marketing investment usinf
CRO, marketing automation and
remarketing to ensure contextual relevance
drives conversion
KPI: Sales, Revenue/Profit, Average Order
Value

27. TO MEET THE CUSTOMER IN STAGE:
ENGANGE
ADVOCACY
Customer
Advocacy
Thrilled Customers are key to social media
marketing, social proof, repeat sales and
referral, Start your marketing here!
KPI: Repeat Purchase(Lifetime Value),
Satisfaction and Loyalty, Advocacy

28. BEFOREWE START

29. DONT BRAINSTORMALONE

30. USEVISUALISATION

31. LEARN FROM OTHERS
h8ps://www.youtube.com/watch?v=aWQUSiOZ0x8

32. HOWTO START

33. NR 1WAS:
RIGHT PERSON

34. YOU CANTADRESS
EVERY SINGLE USER
BUTYOU CAN CLUSTER
USERSTO GROUPS

35. USE"
PERSONAS
SCHEMES
TO DEFINE"
GROUPS

36. DEFINE
PERSONAS

37. CLUSTER PERSONAS

38. MAYBE U NEEDTO
ALSO (RE) CLUSTER"
YOUR PRODUCTS:
ONLINE IS NOT OFFLINE

39. NR 2WAS:"
RIGHT MOMENT

40. BUILDA ROADMAP

41. THINKABOUTA
PERSONAS LIFECYCLE
EGSTUDENTX

42. NR 3WAS:"
RIGHT MESSAGE

43. WHICH PRODUCT FITS
WHEN?

44. PLAN PERSONA ROADMAP
Time

45. THINKABOUT STEPS
CREATE
NEWSLETTER
-­‐
DESIGN
-­‐
CONTENT
...
CREATE
LANDINGPAGE
-­‐
DESIGN
-­‐
CONTENT
-­‐
Prepare
and
test
Tracking
GROUP
EMAILS
TEST
EMAILS
ON
DEVICES
SEND
EMAIL

46. OR IF MORETIME
CREATE
NEWSLETTER
-­‐
DESIGN
-­‐
CONTENT
...
CREATE
2
LANDINGPAGES
-­‐
DESIGN
-­‐
CONTENT
-­‐
Prepare
and
test
Tracking
GROUP
EMAILS
TEST
EMAILS
ON
DEVICES
SEND
IN
PARTS
(10%
to
LP1,
10%
to
LP2)
THINK IN
LOOPS
CHOOSEBEST"
LANDINGPAGE,THENTRY
AGAINWITHLP3

47. NR 4WAS
RIGHT FORM

48. REMEMBERTHE
PERSONAS
WHEN ONLINE ?"
WHICH DEVICE ?

49. CLICKRATES & MORE

50. ABOVETHE FOLD
RELATEDTOTIME OF DAY

51. AND DAY OFWEEK
CANT
WAIT
TILL
I
CAN
CHECK
THE
LASTEST
EMAILS
....
EGADOCTORISBUSY
DURINGTHEWEEK

52. AND DAY OFWEEK
ON SUNDAYAFTERNOON
BETTERSENDTHEMAIL

53. LETS BRING ITALL
TOGETHER

54. CREATE ONE ROADMAP"
EG FOR NEXT 3 MONTHES"
OUT OFALL PERSONAS

55. EG 3 PERSONAS"
3CAMPAIGNSINNEXTQUARTER

56. REMEMBERTHINGSTO DO"
PER!CAMPAIGNANDSPLITINITEMS"
PERCAMPAIGN
CREATE
NEWSLETTER
-­‐
DESIGN
-­‐
CONTENT
...
CREATE
LANDINGPAGE
-­‐
DESIGN
-­‐
CONTENT
-­‐
Prepare
and
test
Tracking
GROUP
EMAILS
TEST
EMAILS
ON
DEVICES
SEND
EMAIL

57. EGINSCRUMWEHAVENOW
BACKLOGS PER CAMPAIGN
SPLITITEMSINTASKS
CAMPAIGN
BACKLOG

58. BRINGTHEMOST
IMPORTANTISSUESTOTOPINYOUR
BACKLOGANDCREATEASPRINT

59. SPRINTMEANS
ASMANYITEMSYOURTEAMCAN
FINISHWITHIN2WEEKS

60. NOWYOURTEAMMEBERSCANPICKTASKSAT
YOURSPRINTBOARDANDWORKONIT.IFTHEY
FINISHATASKPUTITIN„REVIEW“ROWAND
ANOTHERONEHASTOTESTIFRESULT
FULLFILLSTHENEEDS

61. DO IT OFFLINE

62. OR ONLINE

63. CAMPAIGN IS READY

64. SENDAND MEASURE

65. SO DONT FORGET
ANALYTICSISAPARTOFPLANNING
ANDNOTAFTERWARDS

66. AND IF POSSIBLE
DOA/BTESTINGANDSENDMAILSINPARTS

67. AND DONT FORGET
ANYMEASUREMENTMUSTBESTOREDINCRM"
ATTHECUSTUMERSDATA,NOTONLYHEBOUGHT

68. SHORT NOTICE"
„LANDINGPAGE“ MAYALSO
BEYOUR NEWSLETTER
ITSELF

69. ABOUTTHE LANDINGPAGE
„SEND“DIFFERENTVERSIONSTOPARTSOFPEOPLE
ANDLEARNBEC

70. AFTERSENDINGISBEFORESENDING
DONTSENDALLATONCE,YOUMAYLOOSEA
BIGGESTOPORTUNITYYOUHAVE
SEND
MEASURE
ANALYSE
OPTIMIZE

71. BECAUSEYOUCANONLYCOMPARE
WITHINTHESAMECAMPAIGN
ANDPEOPLEMAYOPTOUTSOYOULOOSE
CUSTOMERS
UNCOMPARABLE
&NOTHING
LEARNED

72. CONTENT OFTHE"
LANDINGPAGE

73. KEEPTHE LP
SIMPLE"
RELEVANT
ONE EXIT / CALL 2ACTION
YOU HAVE ONLY 2 SEC

74. USE LPTO GATHER
INFORMATION PER USER
Topic
1
Topic
2
Topic
3
DONTFORGETTOTRACK&STOREINTEREST...

75. ASK DIRECT OR INDIRECT
WHICHTYPEOFDOCTORAREYOU[...]?
VS
OURCATEGORIES:...
SAMEDATA,LESSOFFENCE

76. INFORMATION INSTEAD OF
MARKETING
IFYOU KNOWTHE CUSTOMER BETTER NOW,
SEND HIM HOWTO‘S / CONTENT INSTEAD OF
PLAIN PRODUCT INFORMATIONS.
5
ways
to
learn..
How
to...
How
to
learn
the
right
way
for
exams

77. EVENT DRIVEN MARKETING
Customer
puts
something
in
basket
Newsle[er
YOU DONT NEEDA LOGIN,
JUST DOTRACKING RIGHT
Reminder
You
forgot
your
basket
1
day
later
Reminder
WE
MISS
YOU
3
days
later
10%
voucher
?

78. AFTER SALES CAMPAIGN
How
is
it?
Do
you
have
QuesNons?
Newsle[er
YOU DONT NEEDA LOGIN,
JUST DOTRACKING RIGHT
Reminder
Write
a
review
1
week
later
Reminder
Recommend
to
friends
3
weeks
later
Get
5€
coupon
3
day
later
5€
for
you
and
your
friends

79. BEST CUSTOMER CMPGN
Goodies
Event-­‐InvitaNon
(offline)
Xmas
Special
offers
Customer
spend
last
year:
1000
€
get
a
free
10.000
€
get
a
free
100.000
€
get
a
free

80. OTHER EVENTS
Birthday,
geang
married,
(first)
child,
move
appartment,
Second
buy,
new
item,
friend
invitaeon,
facebook
share...
First
eme
you
logged
in
on
Sunday....
and
so
on
and
so
on...
its
all
about
your
data
/
what
you
collect

81. YOU NEED HELP

82. CHECK OUR
WEBSITE
OVENGA MEDIA"
CAN HELP
WWW.OVENGA-MEDIA.DE