How to rock your email marketing with the 6 steps of the email marketing maturity model

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How to reach maturity in Digital Marketing – from Newsletters to omni-channel customer experience

Julia Touzin, Marketing Consulting International25th May 2016

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1. Introduction2. La maturité en marketing digital3. Déliverabilité et contenu4. Personnalisation5. Trigger marketing6. Marketing Contextuel et Omnicanal

What we will cover?

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Customer

© 2016 Teradata

Challenge for marketeers: Doing more with same resources?

Digital Marketer

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Best Practices to increase Digital Maturity

5Customer Experience

Data integration and usage

Planned campaigns

Trigger based

campaigns

Omni-channel

experience

Content personalizati

on

Context aware

engagements

Increase opt-ins

and data

© 2016 Teradata

Digital Marketing Maturity Matrix



© 2016 Teradata

Regular Newsletter to Customers


Planned campaigns



© 2016 Teradata

Regular Newsletter to Customers


Planned campaigns

http://socl.io/9sq

8 © 2016 Teradata

Sources : Google trends, Techtimes.com

Make sure the Email arrives at the inbox

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Pixel artText Tags + Tables

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Engaging email content even without images

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Interactive content

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and

Source : Movable, chiffres USA

Content adapted to newest devices 68% of commercial emails have

been opened on a mobile device in 2015. Revenues generated on mobiles devices make over

25% of all email revenues email

30% of email generated orders in Q4 2015

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and

Source : Movable, chiffres USA

Content adapted to newest devices 68% of commercial emails have

been opened on a mobile device in 2015. Revenues generated on mobiles devices make over

25% of all email revenues email

30% of email generated orders in Q4 2015

http://socl.io/9tO

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Matinale Digital Marketing – Paris, 17 mars 2016

Eyetracking – Simulate visual impact

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Which headline position performs better?

Which photo & inforace position performs better?

Which shop position performs better?

A/B testing Version A Version B

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2 2

3

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Performance of new navigation & social

button position

Performance of new headline &

personallization

Performance of new photo design

Performance of new inforace design

(animated)

Performance of new social module

Performance of new footer navigation

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Customer Experience


Collect contact data and individual information of target

audience


Planned campaigns

Increase opt-ins

and data

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Improve registration process

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• Objective: Build up direct relationship to target audience

• Gain their contact opt-in and additional data on preferences etc.

• Start regular communication to new contacts with relevant information

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Increase the number of new contact addresses to start relevant direct communication

Barbour success case:• Barbour generated 49.700 new email

addresses from their target group and 450.000 clicks to its website in one month

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© 2016 Teradata

Customer Experience


Using customer profile information

to increase relevancy


Planned campaigns


onIncrease opt-ins

and data

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© 2015 Teradata

Personalize content based on what you know about the individual

• Marriott wanted to do something that had a more personal touch for their loyalty program members

• Decided to use the data they have on their members for the “Year in Review” campaign

• "Even though there was no call-to-action to go and do any booking, I think we generated $2 million worth of revenue off the campaign“

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© 2016 Teradata

Customer Experience


Offers based on customer behaviour,

driving engagement


Planned campaigns

Trigger based

campaignsContent

personalizationIncrease opt-

ins and data

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Customer Lifecycle Stages are one good source for triggers

Source: Forrester, Customer Life Cycle

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1. Abandoned Shopping cart

2. Follow-up/ New product surfed / clicked

3. Cross-sell post-purchase

4. Category view / clicked + Follow-up

5. Welcome pack

6. Weekly News

Incremental revenue / Effort for set-up

Trigger £$€ Drivers Relationship building Triggers

1. Transactional Message

2. Stock alerts / price drop - Wish list

3. Message declared interests

4. Anniversary / Birthday

5. Re-activation

Triggers messages priority

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© 2016 Teradata

Intensify relationship around transaction / usage time of the product

▪Starts 15 weeks before travel date

▪6 messages sent

▪Open rate >40%▪Click rate: >30%

“80% of additional activities are now booked prior to the trip“

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© 2016 Teradata

Customer Experience


Taking into account current

behaviour and

context (e.g.

location, mood, click behaviour)


Planned campaigns

Trigger based

campaignsContent

personalization

Context aware

engagements

Increase opt-ins

and data

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© 2016 Teradata

Customer Experience


Consistency between all channels & messages across all

touchpoints, based on customer

profile and context


Planned campaigns

Trigger based

campaigns

Omni-channel

experience


on

Context aware

engagements

Increase opt-ins

and data

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Permission

Welcome

Browse

Abandon

Cross-sell

Winback

Review

Channel Conversion

Alert

Repurchase

Customer service

Survey Dynamic offers

Recommendation

Transactional

Brand awarenes

s

Sign-on

Unknow to

known

Promotions

© 2016 Teradata

Choosing the best channel for each message

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Retarget specific segments from your contact base on Facebook

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Matched Targets

Email contact listYour Data Facebook

People you know on Facebook

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Multi-step and multi-channel approach to increase engagement of campaigns

Promotion

campaign

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Inbox?

Open? Click?

Promotion

campaign

yes

no

Promotion

campaign

no

Re-targeting

no

Remainder after x days

yes

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© 2016 Teradata


Planned campaigns

Trigger based

campaigns

Omni-channel

experience


on

Context aware

engagements

Increase opt-ins

and data

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© 2016 Teradata

What’s next?

Get inspired with 7 Creative Email Marketing Campaign Ideas

(free white paper)

http://socl.io/9sq

How to rock your email marketing with the 6 steps of the email marketing maturity model

Marketing

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