Three email imperatives - Automation, Personalisation and Integration

Andrew CampbellThursday 5 th June 2014

Email Meets Marketing Automation

Behavioural Targeting Drives Relevance

Q : Do you send out automated emails based on any of the following triggers or behaviour?

Source : econsultancy, Email Marketing Industry Census, Figure 31 April 2013

Q : Do you send out automated emails based on any of the following triggers or behaviour?

Source : econsultancy, Email Marketing Industry Census, Figure 31 April 2014

Integrate

Integrated email

email

eCommerceSocial

Mobile

1

2

3

4

56

7

Stairway to (Multichannel) Heaven

Email

Social

Multichannel In-store

Mobile

Web

Multiple Channel

Integrate

Optimise/Personalise

Data Insight Content Personalisation Delivery

email

Triggered (SCV)PersonalisedDynamic ContentCustomer Journeys

WebBehavioural emailTriggered (Web events)Surveys/PreferencesSegmentationeCatalogue

Social email

Mobile email

Mobile/Tablet friendly

Email to drive social trafficShareable contentContent-driven email list buildTriggered (Social events)

Mobile Web

Mobile App

Social Campaigns

On-line PR/BrandAcquisition/ConversionAdvocacy/ReferralEngagementPhoto/Video

On-line Lead Generation

SEO/Natural Search/Link BuildingPPCInbound OptimisationDynamic Merchandising

mCommerce

Geo-fencing/In-storeLocal Promotions/OffersSelf ServicePOPPush Notifications

Optimised email

Integrated email

Multichannel Campaigns

Social CommerceIn-line PurchasePaymentFulfilment

Voice of CustomerSurveys/CSQUser ReviewPreference Centre

On-site/Off SiteReputation ManagementContent CurationForum ModerationSegmentation

Community Management

In Store

Digital Signage Loyaltye-receipt EventsE-Tags/RFID QR CodesPOP/POS Promo Store Info.Assisted Selling Availability

Personalise

Data Drives Decisioning (Trigger + Content)

Big Data e.g. Devices, Stock, Price or Location

Content Drives Variable Messaging

User Generated

*Price Comparison*

InteractiveOn line Help

*

User Reviews/Ratings (Third Party

Site)

*Resort Guides/

Product Selection *Product/Price Configurator

*AvatarCentrally Generated

Static Interactive

*

User Group/Special Interest Group

Forum*

Image/VideoSharing

*News/Editorial

*Education/Information

*FAQs

*Staff/Traveller

Blogs

*Traveller

Blogs

*Instant

Messaging

*Product Guides

Features/Benefits/Price

*Promotions/

Vouchers

*3G Phone

Apps

*Transactional/Product Usage

*Recommendations/

People Who Bought ..

*Collaboration Tools

e.g. Travel Wiki

*Votes/Polls

*Competitions

*Referral

*User Reviews/

Ratings (On-site)

*Airline/ Airport

*Car Hire/Hotel

1 – Prospect 3 – Lost Customer

Re-Enticement

Acquisition

Loyalty / Rewards

Welcome

Cross-sell Up-sellLow Activity trigger

Reactivation

Win Back

2 – Current Customer

Customer LifecycleCustomer Lifecycle

Awareness• Search / PPC• Multi-channel exposure• Word of mouth• Media• Travel reviews …

Acquisition• Hand raiser• Registrant• Email responder• Survey completer• Competition entrant• Social participant

Welcome• On-boarding• Preference gathering• Nursery programme• Entrench

Cross-sell Up-sell• Use opportunities• Evaluate and Improve• Respect conversation

Loyalty Rewards• Reinforce • Reciprocate• Advocate

Low Activity trigger• Likelihood to attrite• Reminder (benefits)• Enticements• Identify timewasters

Reactivation• Go for the good• Reactivation series• Anniversary trigger• Exit Management

Win Back• Identify returning customers• Re-enter modified lifecycle based on history

Awareness

Right Time

Customer Journey

Purchase Cycle

Purchase Cycle

Purchase Cycle

Events :Customer; Purchase; email; On-line; Social; Other

Prospecting Conversion Lapsed

Email 2-Extra

incentive

Month 1

Resend

Email send

Email 3- Extra incentive

Offer ending

Non open

Unsubs

Open, click, subscribe

Open, click, subscribe

Open, click, subscribe

Unsubs

Non open

Month 2 Month 3 Month 4

Telesales – High Value

Direct Mail – Medium

Email 5- Survey

Open/Click

Abandonedsubscribe

Open/Click

Abandonedsubscribe

Loyalty Programme

Example Comms Flow - Conversion

Post Card – Low Value

Unsubs

Non open

Open/Click

Abandonedsubscribe

Prospect Programme

Email 4- Extra incentive Offer extension

Personalisation Works

Source : Marketo

Quality versus Quantity

Personalisation WorksSegmented + Personalisation

Open Click Thru Open Click Thru

eNewsletter 16 % 2 % 44 % 9 %

Targeted Promotions (000s)

23 % 3 % 32 % 4 %

Mass Promotions (From 100,000s to several 10,000s)

26 % 4 % 72 % 16 %

Source : Travel Client over 12 months April ‘12 to March ‘13

Examples

Email and Web Integration (Product Events)Purchase Dispatched +7dAs someone who has recently

purchased a camera from Amazon, we thought you’d like to see a selection of our latest and greatest accessory offers

+14d

As someone who has recently purchased a digital camera, we thought you might like to know about our great range of stylish digital photo frames ….

+21d

As someone who has recently purchased a camera, we thought you might like to know about the following offers on accessories

Email and Web Integration (On-line Events)As someone who has recently browsed our range of Garmin products or purchased fitness equipment , we thought you might be interested in our great deals on a selection of Garmin Forerunners, sports watches and more

As someone who has shown an interest in our selection of business and office software , we thought you might like to know about the following offers

Email and Social

Social Data Access - Permissions

Service

Marketing

Social

Sales

Sales

Sales

Social

Social

Social

Sales

Sales

Sales

Marketing

Sales

Marketing

Key Points

1. Technology barriers have gone – it’s Marketers holding things up !

2. Aim higher with personalisation3. Aim wider with channel integration4. Keep customers at the heart of the design

process5. Test, measure and refine. Then do it again.

And again. And again …..