danielle woolley, head of customer success @daniatadestra · • 3 - 10x higher conversion rates....
TRANSCRIPT
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Danielle Woolley, Head of Customer Success
@daniatadestra
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Email is #1 for ROI
How do you rate the following channels or disciplines in terms of return on
investment?
Source: Econsultancy, Email Marketing Industry Census 2018
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Marketers who
employ advanced
techniques
get better ROI
Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
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The majority of
marketers are only
in the early stages
of personalising
their campaigns
Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
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1. Integrating data
2. Lack of resources / time / skills
3. Where to focus
4. Lack of technology
5. Developing processes and rules
Challenges
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advanced segmentation
mobile responsive templates
video content
kinetic design
multi-channel triggers
content personalization
location-based content
lead nurturing
lifecycle automation
ratings and reviews
dynamic content
real-time content
progressive profiling
dynamic social feeds
send time optimization
product recommendations
predictive modelling
multi-variant testing
cross-channel orchestration
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• What value do they get from your emails?
• Do you understand the customer journey?
• How can you use personalisation to enhance that experience?
1. Start with the customer
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Personalization throughout the lifecycle
Cross-sellprograms
Replenishment
Abandon Basket Re-engagement
Winback
Breed-specific CRM
Tailored Welcome Programs
1st purchase incentive (welcome journey)
Welcome Convert Develop Retain Re-activate
£
Pre- and Post-journey (travel)
Ratings & Reviews (travel)
Birthday
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Results
• 60% open rates
• 50% click-to-open rates
• 3 - 10x higher conversion rates
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• What is the end goal?• How are you going to measure it?• Prioritise based on contribution to
this goal
2. Be clear on your goals
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Revenue per 1000 emails
Audience (delivered emails)
Open Rate
Clickthrough Rate
Conversion Rate
Average Order Value
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Identifying the Influencers
• Deliverability
• Send From name
• Subject line
• Pre-header
• DoW / ToD
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• Symbols & emojis
• Length
• Personalisation
• Basic human direct response drivers: Urgency, Scarcity,
Curiosity, Exclusivity, Savings, FOMO, Status
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Results
• Increase of 12% for
revenue per 1000
emails sent (RpK)
• Overall increase in
revenue attributed to
email of 74%
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• Sell your vision• Create a business case• Communicate and collaborate
3. Get buy in
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Convert Develop Retain Re-activate
Thank you for your order
Birthday
Welcome Re-engagement
Winback
Newsletters
Abandon basket
Anniversary
Price Drop
Back in stock
Non mailed cross channel
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+80%
Revenue
Email Revenue
+91%
+23%
+17%
Email Revenue
Conversion Rate
+21%
+6%
+50%
Email Revenue
Email Traffic
+60%
+29%
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• As you develop your plan keep in mind
the big three: customer, goals, buy-in
• Get the foundations right
• Start small and build on it
Get in touch: [email protected] @daniatadestra
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