This webinar looks at best practice advice for quick win and long-term strategies to help improve your the success email marketing campaigns.

1. Best Practice:
Email Marketing 101
Insight and best practice advice for both quick win and long-term
strategies that will help you improve your email marketing initiatives.

2. Webinar panel
Karen Bailey
Digital Marketing Specialist
Host
Rhys Owens
Account Manager
Alex Bryan
Customer Success Manager
Guest Panel

3. The importance of
knowing your audience

4. Why data is
key to higher
engagement
Your goal is to send the right message to the right person
in the right channel at the right time.
To gain higher engagement levels it's important to ask:
When is the right time?
What is the best content?
It all comes down to knowing your audience. And you
can only do that with data.

5. Why data is
key to higher
engagement
Data is the fundamental building block for modern marketing.
Without it, you can’t have a good understanding of your customers,
which means you won’t know what to send them and when.
Technology People
Data

6. Thedatachallenge
Over the last two years alone 90 percent of the data in the world was generated
There are so many touchpoints that your customers have (or can have) with your brand, meaning your
customers’ data can become fragmented and incomplete, and often in many different data sources / siloes.
Try to get the RIGHT data for
your customers i.e. data
which is useful to you, is
complete and is up-to-date.
Try to make sense of it and
what to do with it.

7. The data
opportunity Data-driven marketing campaigns have a higher
chance of success.
They help you deliver relevant messaging at the perfect
time to your customers, showing them you understand
them and at the same time will help improve your
relationship with them.
Once you can understand your audience better, you
can run highly exciting and engaging campaigns.

8. Mastering data-driven marketing

9. What is
data-driven
marketing?
A marketing technique that is based on a
response to a measurable change in customer
behaviour, a specific customer action or an
event that influences a customer response.
These ‘changes’ can be described as Events -
"Event-driven marketing".

10. Thepowerofeventdata
Managed successfully, event-driven marketing (EDM) can deliver spectacular results; in some cases
a 15-fold response increase rate can be achieved compared to conventional direct campaigns.
96% of customers rate EDM
contact as positive, whereas
only 16% rated normal
campaign contact as positive.
EDM delivers an
average increase of 18%
in net promoter score.
Using event data, the outbound
telephony team for a GBG
energy utility company doubled
retention rates from 30% to 60%.
21% of all UK upholstery sales
result directly from people
moving house – a total
annual value of £173 million.
96% 18%
30% 60%
21%

11. Thethreemainareasofeventdata
Calendar events
E.g. Black Friday, Royal
Weddings, end of tax year,
school holidays, etc.
External events
External to your brand, these
are events taking place in your
customers' lives. E.g. birthdays,
births, marriages, moving
house – or even a purchase
with your competitor.
Internal events
Events which take place 'inside of
the relationship' between your
customer and your brand. For
example downloading brochures,
cart abandonment or even
marketing activity triggered by
geofencing technology.
All the below are conversation starters for the right customer, at the right time in the buying cycle.
If this data sits outside your team, find out how you can get it, analyse it and use it.
Just make sure it's fully compliant with the data legislation in your country and that of the customers'.

12. Keyactionsfordata-drivenmarketing
Data quality, in a useful format, is vital to your campaign.

13. The case for quality data

14. Alongandhappyrelationshipwithyour
customerbeginswiththecorrectemailaddress.
According to Statista, the
number of daily email
users globally is expected to
exceed 4.3 billion by 2022.
269 billion emails are sent
each day globally, with
just over 3.8 billion email
users worldwide.
Only 10% of email
addresses collected are
accurate. This bad data is
mostly due to human error.

15. Loqate
consumer
survey results
We surveyed over 3000 global
consumers to find out their attitudes
towards email marketing
Read the full survey results by visiting the blog at loqate.com

16. What can you do
to improve email
data quality?
Rather than risk overestimating your data quality, a good
idea is to follow the 1-10-100 rule.
Phase one - 1 - the costs to verify data in the first instance. The
cheapest and most effective way of capturing accurate data.
Phase two - 10 - signifies the increased cost to rectify incorrect data
further down the line.
Final phase - 100 - represents the amount of money businesses pay
after doing nothing at all to clean their data.

17. Customerswhotrustusfordataquality
Loqate's validation service provides us with the assurance
that we are capturing standardised, accurate information.
Tony Preedy, marketing director, Lakeland

18. Real world examples
and

19. Howbehavioural
emailmarketinghas
transformed
Lakelandresults
Who:
As one of the UK's home shopping pioneers with 68 stores
across the UK and nearly half a century of experience under
their belts, Lakeland offer an unrivalled collection of
creative kitchenware, practical ideas for the home and
garden, and inspiring gifts from all over the world.
IBM customer for over five years and in March 2019
celebrate 15 years with Loqate using address verification.
Objective:
Aiming to increase profits and revenues in tough retail
environment. Move from batch email campaigns to
automated and behavioral triggered activity.

20. Originalsetup
Weekly Newsletter (3x)
Welcome journey, not working on all sign ups
Birthday campaign
No targeting on email behaviour, or web behaviours
No dynamic content
Little automated campaigns

21. Now
Cart abandonment, post purchase survey, browse abandonment, welcome, nurture.
Market leading open rates & click thru rates
Consistent growth in ROI
Behaviour driven campaigns:

22. What'snextforLakeland?
Multi channel campaigns
Connecting store with online
Social engagement linked with email behaviors

23. Keyactions
Know your customer
Key to knowing your customer
is knowing your data.
Data quality
Using an email validation tool
(batch or real-time) allows
you to validate each newly
acquired email address, or
identify old or incorrect
addresses and remove them
before your next campaign.
Behavioural marketing
Helps to drive multi-channel
campaigns to the right customer,
at the right time.

24. To learn more about email
validation from Loqate visit
Loqate.com/email-validation