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Minematic dms- yuhwen v2

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DIGITAL MARKETING SUMMIT
2015
MASTERCLA
SS
Rishi Gupta, minematic.com
New Trends In Email Marketing
How To Use Your Data T...

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DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is him...
2
ex-Barclays, ex-Oracle
•  Worked on regulatory reporting
...

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DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is me
Am Investment Bank – Equity
Research Analyst.
Cradle Fund – Com...

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Minematic dms- yuhwen v2

  1. 1. DIGITAL MARKETING SUMMIT 2015 MASTERCLA SS Rishi Gupta, minematic.com New Trends In Email Marketing How To Use Your Data To Connect With Customers With Right Content And Increase Retention
  2. 2. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA This is him... 2 ex-Barclays, ex-Oracle •  Worked on regulatory reporting system to calculate risk on various kinds of asset Rishi Gupta Founder, www.minematic.com
  3. 3. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA This is me Am Investment Bank – Equity Research Analyst. Cradle Fund – Commercialisation Executive Pigeonlab – Regional Customer Manager TradeGecko – VP of Customer Success Yuhwen Foong Senior Business Analyst, Minematic
  4. 4. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Agenda 4 01 BACKGROUND 02 TODAY 04 SOME TIPS 03 CASE STUDY New Trends In Email Marketing
  5. 5. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 5 How did email marketing come about?
  6. 6. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Marketing Channels 6 Facebook Linkedin Blogs Speaking Engagement Event Sponsorship News Coverage Billboards SEO/SEM Public Relations Email Marketing
  7. 7. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA What is your objective? 7 Increase Market Share Brand Recognition Rebranding Customer Service Customer Loyalty
  8. 8. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 8
  9. 9. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 9
  10. 10. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Why RETENTION IS IMPORTANT? 10 Av. Transaction Value: New = SGD120 Recurring = SGD190 Cost of acquisition: SGD2.50 Cost of retaining: SGD0.002
  11. 11. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Why RETENTION IS IMPORTANT? 11 • Opportunity to Upsell • Opportunity for referral • Customer Review on trustedcompany.com or app stores
  12. 12. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 12 Source: e27
  13. 13. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Getapp Review on Stitchlabs 13
  14. 14. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 14 “Email surpassed any other channel for repeat sales with 30% of transactions by repeat customers starting with an email from the retailer” - Forrester
  15. 15. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 15 “44% of email recipients made at least ONE purchase last year based on a promotional email” Source: Convince and Convert
  16. 16. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA And remember! You are not alone… 16
  17. 17. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 17 Why?
  18. 18. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 18 Brand Tell not Sell Content Context What makes them engage?
  19. 19. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Agenda 19 01 BACKGROUND 02 TODAY 04 SOME TIPS 03 CASE STUDY New Trends In Email Marketing
  20. 20. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Email tactics – LEVEL 1 20 Welcome email Newsletters Transactional
  21. 21. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Welcome Email - Hipvan 21
  22. 22. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 22
  23. 23. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 23 Newsletters - Hermo
  24. 24. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Transactional - Zalora 24
  25. 25. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 25 Tools and Solutions
  26. 26. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 26 Data requirement Email address – opt in
  27. 27. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Email tactics – LEVEL 2 27 Welcome email Newsletters Transactional Basic Segmentation
  28. 28. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 28 Level 2 – Static Segmentation
  29. 29. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 29 Example
  30. 30. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 30 Example
  31. 31. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 31 Data requirement Email address – opt in Static demographics e.g. age, gender Customer lifetime value Number of purchases
  32. 32. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 32 Few ways to segment Customer profile Age Gender Location Total purchase amount Number of times purchased Number of items purchased Customer value Customer engagement Frequency of opening your emails Clicking on your emails
  33. 33. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 33 Tools and Solutions
  34. 34. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Email tactics – LEVEL 2 34 Welcome email Newsletters Transactional Basic Segmentation Cross Channel Segmentation
  35. 35. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 35 Dynamic – Dropbox
  36. 36. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 36 Few ways to segment Product affinity What kind of products they buy Any preference for any particular category Website activity How many days since last visit Items added to wish list Visited a particular page during last session Do they buy only during sales? Do they prefer designer products? Price sensitivity
  37. 37. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 37 Data requirement Email address – opt in Onsite behavior Previous email open/click information Source of acquisition Past purchases Static demographics e.g. age, gender Customer lifetime value Number of purchases
  38. 38. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 38 Tools and Solutions
  39. 39. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 39 “It’s still not good enough” Yuhwen
  40. 40. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 40 Content has given way to the context
  41. 41. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Email tactics – LEVEL 2 41 Welcome email Newsletters Transactional Gender Differentiated Newsletters Cross Channel Segmented Newsletters EMAIL FROM BEST FRIEND
  42. 42. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 42 “Highly Personalized, Recommendations just for you.” Minematic Team
  43. 43. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Example 43
  44. 44. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Example 44
  45. 45. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 45 Data requirement Email address – opt in Onsite behavior Previous email open/click information Source of acquisition Past purchases Order/Frequency of purchases Product catalogue Onsite behavior Reaction to previous promos Static demographics e.g. age, gender Customer lifetime value Number of purchases
  46. 46. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Amazing Stats 46 3X higher open and click rates
  47. 47. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 47 Tools and Solutions
  48. 48. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Agenda 48 01 BACKGROUND 02 TODAY 04 SOME TIPS 03 CASE STUDY New Trends In Email Marketing
  49. 49. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA KinHR 49 Frequency – Once every 3 to 5 days – depending on actions taken on the website.
  50. 50. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 50 Lindsay Exist!
  51. 51. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 51 Email from Founder!!
  52. 52. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 52 Clear CTA Honest options
  53. 53. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Agenda 53 01 BACKGROUND 02 TODAY 04 SOME TIPS 03 CASE STUDY New Trends In Email Marketing
  54. 54. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 54 NOREPLY@MINEMATIC.COM
  55. 55. Less  is  More…  
  56. 56. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA Start with an action verb
  57. 57. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 57 UNSUBSCRIBE
  58. 58. Subject  Titles  that  en5ces…     Freebies,  Educa5onal  &  Personal  
  59. 59. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 59 Fit in 50 characters.
  60. 60. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA EXAMPLES – LOWEST OPEN RATES 60 Source: Mailchimp
  61. 61. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA EXAMPLES – HIGHEST OPEN RATES 61 Source: Mailchimp
  62. 62. DIGITAL MARKETING SUMMIT 2015 MASTERCLA SS Q & A wen@minematic.com

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