EMAI

L MARKE TING

BY GÜNTHER HASLBECKOVENGA MEDIA

BASICS

SUPPORTED WITH SCRUM

BEFORE WE START

THINK ABOUT THE CUSTOMER JOURNEY

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  GOOD  

USE  GOOD  

SO SIMPLE, ISNT IT ?

SO? ALL YOU NEED IS A EMAIL TOOL AND A WEBSHOP, RIGHT?

SORRY, GOT A MESSAGE

AH, JUST A NEWSLETTER... DELETE THAT SHIT

THIS JOURNEY

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  GOOD  

USE  GOOD  

IS TOO SIMPLE & WRONG

IT LOOKS MORE LIKE THIS

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

DISTURBANCE"EVERYWARE

PROBLEM 1

TOO MUCH"SIMILAR OFFERS

PROBLEM 2

OFFERS ARE "TOO GENERAL

PROBLEM 3

AWARENESS IS KEY

WHICH MEANS

CUSTOMER CONTACT (EMAIL) IS KEY

WHICH MEANS

CUSTOMERS INTERESTS IS KEY

WHICH MEANS

RIGHT PERSON"RIGHT MOMENT"RIGHT MESSAGE"

RIGHT FORM

MARKETING MEANS

ABOUT THE RIGHT MOMENT

WAKEUP 2015: People using different DEVICES at different situations

OFFICE COUCH BED

CELLPHONE, LAPTOP, TABLET, CELLPHONE

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

MANY WAYS TO REACH CUSTOMER Inbound Marketing

BE STRATEGIC

WE NEED A STRATEGIC WAY

1. PLAN 2. REACH

3. ACT 4. CONVERT 5. ENGANGE

WHERE / HOW

REACH ACT CONVERT ENGANGE

Search  engines,  Social-­‐Networks,  Blogs  

Your  web  site,  blog,  community...  

Ecommerce  process,  product,  price  and  promoNon  

Customer  Advocacy  

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  

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

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

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

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

BEFORE WE START

DONT BRAINSTORM ALONE

USE VISUALISATION

LEARN FROM OTHERS

h8ps://www.youtube.com/watch?v=aWQUSiOZ0x8  

HOW TO START

NR 1 WAS: RIGHT PERSON

YOU CANT ADRESS EVERY SINGLE USER BUT YOU CAN CLUSTER USERS TO GROUPS

USE"PERSONAS SCHEMES TO DEFINE"GROUPS

DEFINE PERSONAS

CLUSTER PERSONAS

MAYBE U NEED TO

ALSO (RE) CLUSTER"YOUR PRODUCTS:

ONLINE IS NOT OFFLINE

NR 2 WAS:"RIGHT MOMENT

BUILD A ROADMAP

THINK ABOUT A PERSONAS LIFECYCLE

EG STUDENT X

NR 3 WAS:"RIGHT MESSAGE

WHICH PRODUCT FITS WHEN?

PLAN PERSONA ROADMAP

Time  

THINK ABOUT STEPS CR

EATE  NEW

SLETTER  

 -­‐  DE

SIGN

   -­‐  CO

NTENT  

...  

CREA

TE  LAN

DINGP

AGE  

 -­‐  DE

SIGN

   -­‐  CO

NTENT  

 -­‐  Prep

are  and  test  Tracking  

GROUP  EM

AILS  

TEST  EMAILS  ON  DEV

ICES  

SEND  EM

AIL  

OR IF MORE TIME CR

EATE  NEW

SLETTER  

 -­‐  DE

SIGN

   -­‐  CO

NTENT  

...  

CREA

TE    2  LAN

DINGP

AGES  

 -­‐  DE

SIGN

   -­‐  CO

NTENT  

 -­‐  Prep

are  and  test  Tracking  

GROUP  EM

AILS    

TEST  EMAILS  ON  DEV

ICES  

SEND  IN  PAR

TS  (1

0%  to

 LP1

,  10%

 to  LP2

)  

THINK IN LOOPS

CHOOSE BEST "LANDINGPAGE , THEN TRY

AGAIN WITH LP3

NR 4 WAS RIGHT FORM

REMEMBER THE PERSONAS

WHEN ONLINE ?"WHICH DEVICE ?

CLICKRATES & MORE

ABOVE THE FOLD

RELATED TO TIME OF DAY

AND DAY OF WEEK CANT  WAIT  TILL  I  CAN  CHECK  

THE  LASTEST  EMAILS  ....  

EG A

DOCT

OR IS

BUSY

DU

RING T

HE W

EEK

AND DAY OF WEEK

ON SUNDAY AFTERNOON BETT

ER SE

ND TH

E MAIL

LETS BRING IT ALL TOGETHER

CREATE ONE ROADMAP"EG FOR NEXT 3 MONTHES"OUT OF ALL PERSONAS

EG 3 PERSONAS" 3 CAMPAIGNS IN NEXT QUARTER

REMEMBER THINGS TO DO"PER! CAMPAIGN AND SPLIT IN ITEMS"

PER CAMPAIGN CR

EATE  NEW

SLETTER  

 -­‐  DE

SIGN

   -­‐  CO

NTENT  

...  

CREA

TE  LAN

DINGP

AGE  

 -­‐  DE

SIGN

   -­‐  CO

NTENT  

 -­‐  Prep

are  and  test  Tracking  

GROUP  EM

AILS  

TEST  EMAILS  ON  DEV

ICES  

SEND  EM

AIL  

EG IN SCRUM WE HAVE NOW BACKLOGS PER CAMPAIGN

SPLIT ITEMS IN TASKS

CAMPAIGN  BACKLOG  

BRING THE MOST IMPORTANT ISSUES TO TOP IN YOUR

BACKLOG AND CREATE A SPRINT

SPRINT MEANS AS MANY ITEMS YOUR TEAM CAN

FINISH WITHIN 2 WEEKS

NOW YOUR TEAMMEBERS CAN PICK TASKS AT YOUR SPRINT BOARD AND WORK ON IT. IF THEY FINISH A TASK PUT IT IN „REVIEW“ ROW AND

ANOTHER ONE HAS TO TEST IF RESULT FULLFILLS THE NEEDS

DO IT OFFLINE

OR ONLINE

CAMPAIGN IS READY

SEND AND MEASURE

SO DONT FORGET

ANALYTICS IS A PART OF PLANNING AND NOT AFTERWARDS

AND IF POSSIBLE

DO A / B TESTING AND SEND MAILS IN PARTS

AND DONT FORGET

ANY MEASUREMENT MUST BE STORED IN CRM" AT THE CUSTUMERS DATA, NOT ONLY HE BOUGHT

SHORT NOTICE"„LANDINGPAGE“ MAY ALSO

BE YOUR NEWSLETTER ITSELF

ABOUT THE LANDINGPAGE

„SEND“ DIFFERENT VERSIONS TO PARTS OF PEOPLE AND LEARN BEC

AFTER SENDING IS BEFORE SENDING

DONT SEND ALL AT ONCE, YOU MAY LOOSE A BIGGEST OPORTUNITY YOU HAVE

SEND MEASURE

ANALYSE OPTIMIZE

BECAUSE YOU CAN ONLY COMPARE WITHIN THE SAME CAMPAIGN

AND PEOPLE MAY OPT OUT SO YOU LOOSE CUSTOMERS

UNCOMPARABLE & NOTHING LEARNED

CONTENT OF THE"LANDINGPAGE

KEEP THE LP SIMPLE"

RELEVANT ONE EXIT / CALL 2 ACTION

YOU HAVE ONLY 2 SEC

USE LP TO GATHER INFORMATION PER USER

Topic  1  

Topic  2  

Topic  3  

DONT FORGET TO TRACK & STORE INTEREST ...

ASK DIRECT OR INDIRECT WHICH TYPE OF DOCTOR ARE YOU [ ... ] ?

VS

OUR CATEGORIES: ...

SAME DATA, LESS OFFENCE

INFORMATION INSTEAD OF MARKETING

IF YOU KNOW THE 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  

EVENT DRIVEN MARKETING Customer  puts    

something  in  basket  Newsle[er  

YOU DONT NEED A LOGIN, JUST DO TRACKING RIGHT

Reminder  You  forgot  your  

basket  

1  day  later  

Reminder   WE  MISS  YOU  

3  days  later  

10%  voucher  ?  

AFTER SALES CAMPAIGN How  is  it?  

Do  you  have  QuesNons?  Newsle[er  

YOU DONT NEED A LOGIN, JUST DO TRACKING 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  

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    

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  

YOU NEED HELP

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