Email Marketing Utopia - TFM&A
•Download as PPTX, PDF•
1 like•653 views
Steve Kemish delivered a presentation at TFM&A London 2015 on reaching email marketing utopia. Download the deck here now
Recommended
More Related Content
Viewers also liked
Viewers also liked (14)
More from Steve Kemish
More from Steve Kemish (8)
Recently uploaded
Recently uploaded (20)
Email Marketing Utopia - TFM&A
- 1. The Utopia of Email Marketing Steve Kemish F IDM Managing Partner, Junction @skemmo
- 3. EMAIL IS BEING KILLED, IT IS NOT DYING (but we have hope, a lot of hope) Comments? @skemmo
- 4. 245.3 billion 210.1 billion Comments? @skemmo
- 5. 1:1 journey mapping - 5 Active High Value Lapsed Account Activation Account Welcome Order Abandonment Order Confirmation Account Up-Sell Welcome Conversion Nurture Account Nurture Reactivation Order Comp Download Confirmation Event Booking Event Invite Customer Satisfaction Survey Monthly Statement Win-back Event Countdown Viral Triggered Cross-sell Sign Up First Order Follow-up Post-Event Suspect Prospect Customer Comments? @skemmo
- 6. What most emails look like Comments? @skemmo
- 14. MAIN WAYS TO SEGMENT Comments? @skemmo
- 15. By Demographic • Sex • Age • Relationship status • Income • Education • Job role • Industry sector • Company size Comments? @skemmo
- 17. By Preferences • Brands • Product categories • Interests • Offers/competitions/news • Places • Frequency • Device type Comments? @skemmo
- 18. So much choice Comments? @skemmo
- 19. You’re in charge Comments? @skemmo
- 20. By Behaviour • Recency • Frequency • Previous purchases • Value of products (value/premium) • Browse behaviour – time of day/week Comments? @skemmo
- 23. By Customer value • Lifetime value (LTV) • Value in last 6/12/24 months • Annual gross profit • Influence Value? • Strategic value? Comments? @skemmo
- 24. Value of Segmentation Methods Comments? @skemmo
- 25. All four together Comments? @skemmo
- 26. Social – new segment source? • Facebook Connect • Insight from social data • Offers based on social influence • VIP treatment • Like behaviour, recency of Like /follow • Consider their Klout score Comments? @skemmo
- 28. Bring them to life Comments? @skemmo
- 30. AAA email “Out of the three redesigns tested in the competition, our design outperformed the control CTR by 26% and outperformed the projected revenue of the 2nd place finisher by 4%.” Comments? @skemmo
- 31. Persuasive language • Providing clearly signposted pathway for customers to follow • •Thinking about the psychological cues that prompt action • •Considering the entire customer journey, from email to landing page to sale Comments? @skemmo
- 32. Persuasion can be fun Comments? @skemmo
- 33. Segmentation in the lifecycle
- 34. As an email journey? Active High Value Lapsed Account Activation Account Welcome Order Abandonment Order Confirmation Account Up-Sell Welcome Conversion Nurture Account Nurture Reactivation Order Comp Download Confirmation Event Booking Event Invite Customer Satisfaction Survey Monthly Statement Win-back Event Countdown Viral Triggered Cross-sell Sign Up First Order Follow-up Post-Event Suspect Prospect Customer Comments? @skemmo
- 35. How eBay UK does it Comments? @skemmo
- 40. How iBeacon works Comments? @skemmo
- 41. Next generation of platform Comments? @skemmo
- 42. There is a crystal ball! Comments? @skemmo
- 43. Thanks for listening download these slides now at: www.slideshare.net/skemmo steve.kemish@junction-agency.com @skemmo