Understanding Behavioural

Email and How it Can Improve

your Online Business

28 September 2011

Matthew Kelleher, Commercial Director, RedEye

Today’s Agenda

1. What is Behavioural Email?

2. How does it work and how do you deploy it?

3. How do you employ Behavioural Email ‘holistically’?

4. What are the benefits?

5. Can it provide you with competitive advantage?

What is Behavioural Email?

Behavioural Email is the application of behavioural data

to drive maximum relevancy in email marketing.

• Behavioural Data

• RFM and Historical Data

• Engagement Data

• Automation

• Dynamic Content

• Lifecycle Model

Diverging Strategies in Email

Email is Changing…

The Power of Email

• Cheap

• Automated

• Dynamic

• Data Rich

Two Strategies are Emerging

• A pre-engagement ‘newsletter’ strategies

• A post-engagement ‘conversion’ tool

How does it work and how do you

deploy it?

eCRM Database

ODP B.I.

D/base

Web Analytics

Data

ESP

OR

How do you employ Behavioural

Email ‘holistically’?

Maximise customer lifetime value by

targeting behaviour

Customer

lifetime

value

Time

Increased value with behavioural

lifecycle marketing

Traditional customer

lifecycle email marketing

Acquire Convert Develop Retain Reactivate

Abandoned

basket

Welcome X-sell

Profile

driven

offers Nursery

Win back

Re-engagement

Newsletters

How the combined strategies work

Visitors

Browsers

Info Gathering

Comparing

Basket Abandon

Engagement is the first

stage of any journey

Purchase

Drop off communications

Browser programme

Brand reinforcement and

USPs

Competitor Positioning

Basket Abandonment

Engagement

What are the Benefits?

Behavioural Search Criteria

Holiday specific search criteria will drive

the content and trigger

Can it provide you with

competitive advantage?

Over 100% Year on Year Increase in

Email Revenues

ROI of 2,399%, 103% growth in email

revenues compared to the same period 2009.

Evans Cycles achieved these results through,

amongst others, segmentation and life cycle

marketing strategies.

The email campaign plan segmented

messaging and creative content based on

individual preferences, engagement, online

browsing and behavioural data.

Email marketing content was relevant to

each individual user. The results included

open rates as high as 84.9% (generic

‘newsletter’ emails 16% - 25%) and click rates

of 40.5% (generic emails 3.8% - 5%).

Gaining Competitive Advantage

Gaining Competitive Advantage

Summary

Behavioural Email:-

• Is the highest relevance of any email

• Provides very high return on investment

• Requires:

• Automation

• Dynamic Content

• Behavioural and Engagement Data

• Customer/RFM Data

• Allows for the full automation of a Lifecycle Marketing Strategy

Contacts

Author: matthew.kelleher@redeye.com

For the US: brian.mcconnell@redeye.com)

For RedEye: www.redeye.com

For RedEye case studies: http://www.redeye.com/clients/case-

studies/