Email marketing basics and scrum

82
EMAIL MARKE TING BY GÜNTHER HASLBECK OVENGA MEDIA BASICS SUPPORTED WITH SCRUM

Transcript of Email marketing basics and scrum

Page 1: Email marketing basics and scrum

EMAI

L MARKE TING

BY GÜNTHER HASLBECKOVENGA MEDIA

BASICS

SUPPORTED WITH SCRUM

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BEFORE WE START

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THINK ABOUT THE CUSTOMER JOURNEY

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  GOOD  

USE  GOOD  

SO SIMPLE, ISNT IT ?

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

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SORRY, GOT A MESSAGE

AH, JUST A NEWSLETTER... DELETE THAT SHIT

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THIS JOURNEY

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  GOOD  

USE  GOOD  

IS TOO SIMPLE & WRONG

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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

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DISTURBANCE"EVERYWARE

PROBLEM 1

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TOO MUCH"SIMILAR OFFERS

PROBLEM 2

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OFFERS ARE "TOO GENERAL

PROBLEM 3

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AWARENESS IS KEY

WHICH MEANS

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CUSTOMER CONTACT (EMAIL) IS KEY

WHICH MEANS

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CUSTOMERS INTERESTS IS KEY

WHICH MEANS

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RIGHT PERSON"RIGHT MOMENT"RIGHT MESSAGE"

RIGHT FORM

MARKETING MEANS

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ABOUT THE RIGHT MOMENT

WAKEUP 2015: People using different DEVICES at different situations

OFFICE COUCH BED

CELLPHONE, LAPTOP, TABLET, CELLPHONE

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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

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MANY WAYS TO REACH CUSTOMER Inbound Marketing

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BE STRATEGIC

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WE NEED A STRATEGIC WAY

1. PLAN 2. REACH

3. ACT 4. CONVERT 5. ENGANGE

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WHERE / HOW

REACH ACT CONVERT ENGANGE

Search  engines,  Social-­‐Networks,  Blogs  

Your  web  site,  blog,  community...  

Ecommerce  process,  product,  price  and  promoNon  

Customer  Advocacy  

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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  

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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

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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

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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

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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

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BEFORE WE START

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DONT BRAINSTORM ALONE

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USE VISUALISATION

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LEARN FROM OTHERS

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

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HOW TO START

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NR 1 WAS: RIGHT PERSON

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

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USE"PERSONAS SCHEMES TO DEFINE"GROUPS

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DEFINE PERSONAS

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CLUSTER PERSONAS

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MAYBE U NEED TO

ALSO (RE) CLUSTER"YOUR PRODUCTS:

ONLINE IS NOT OFFLINE

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NR 2 WAS:"RIGHT MOMENT

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BUILD A ROADMAP

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THINK ABOUT A PERSONAS LIFECYCLE

EG STUDENT X

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NR 3 WAS:"RIGHT MESSAGE

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WHICH PRODUCT FITS WHEN?

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PLAN PERSONA ROADMAP

Time  

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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  

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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

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NR 4 WAS RIGHT FORM

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REMEMBER THE PERSONAS

WHEN ONLINE ?"WHICH DEVICE ?

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CLICKRATES & MORE

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ABOVE THE FOLD

RELATED TO TIME OF DAY

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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

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AND DAY OF WEEK

ON SUNDAY AFTERNOON BETT

ER SE

ND TH

E MAIL

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LETS BRING IT ALL TOGETHER

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

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EG 3 PERSONAS" 3 CAMPAIGNS IN NEXT QUARTER

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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  

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EG IN SCRUM WE HAVE NOW BACKLOGS PER CAMPAIGN

SPLIT ITEMS IN TASKS

CAMPAIGN  BACKLOG  

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BRING THE MOST IMPORTANT ISSUES TO TOP IN YOUR

BACKLOG AND CREATE A SPRINT

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SPRINT MEANS AS MANY ITEMS YOUR TEAM CAN

FINISH WITHIN 2 WEEKS

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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

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DO IT OFFLINE

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OR ONLINE

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CAMPAIGN IS READY

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SEND AND MEASURE

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SO DONT FORGET

ANALYTICS IS A PART OF PLANNING AND NOT AFTERWARDS

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AND IF POSSIBLE

DO A / B TESTING AND SEND MAILS IN PARTS

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AND DONT FORGET

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

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SHORT NOTICE"„LANDINGPAGE“ MAY ALSO

BE YOUR NEWSLETTER ITSELF

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ABOUT THE LANDINGPAGE

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

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AFTER SENDING IS BEFORE SENDING

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

SEND MEASURE

ANALYSE OPTIMIZE

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BECAUSE YOU CAN ONLY COMPARE WITHIN THE SAME CAMPAIGN

AND PEOPLE MAY OPT OUT SO YOU LOOSE CUSTOMERS

UNCOMPARABLE & NOTHING LEARNED

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CONTENT OF THE"LANDINGPAGE

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KEEP THE LP SIMPLE"

RELEVANT ONE EXIT / CALL 2 ACTION

YOU HAVE ONLY 2 SEC

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USE LP TO GATHER INFORMATION PER USER

Topic  1  

Topic  2  

Topic  3  

DONT FORGET TO TRACK & STORE INTEREST ...

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

VS

OUR CATEGORIES: ...

SAME DATA, LESS OFFENCE

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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  

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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  ?  

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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  

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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    

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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  

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YOU NEED HELP

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CHECK OUR WEBSITE

OVENGA MEDIA"CAN HELP

WWW.OVENGA-MEDIA.DE