Slide share sexy email event gianfranco cuzziol 210611
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Slide share sexy email event gianfranco cuzziol 210611
- 1. 21 June 2011 – GianfrancoCuzziol Amsterdam – The Netherlands #sexyemail11
- 2. @iamgfc What Makes Email Sexy? Data or Creative? Gianfranco Cuzziol Head of eCRM
- 3. Or Lazy Marketers Create Email Newsletters @iamgfc
- 4. @iamgfc
- 5. @iamgfc
- 6. @iamgfc
- 7. @iamgfc It’s not about speadsheets, test cells, RFV, paralysis by analysis
- 8. a new world @iamgfc
- 11. 6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm Home Travel Work Travel Home Radio Tablet Mobile PC TV Paper multi-tasking @iamgfc
- 13. just what I like
- 14. just the way I like it
- 16. a new breed of connected customer @iamgfc completely connected, multi-platform, multi-tasking, multi-touchpoint, just what I like, just the way I like it,
- 17. Click &Know Click & Say Click & Do Click &Buy @iamgfc it starts with a click
- 19. @iamgfc
- 20. Data Data Data 3 Fundamental elements of eCRM @iamgfc
- 21. @iamgfc
- 22. @iamgfc
- 23. @iamgfc it’s not rocket science
- 24. ‘Conversation :’an exchange of opinions, ideas, and feelings ‘
- 25. @iamgfc
- 26. @iamgfc
- 27. @iamgfc 15% 19% 15% 12% 5% 15% 27%
- 28. an old world @iamgfc
- 29. @iamgfc
- 30. @iamgfc Credibility & Trust Emotions and Passion Consistency and Logic
- 31. @iamgfc be wary of creating caricatures
- 32. @iamgfc
- 33. @iamgfc
- 34. @iamgfc Brands can open up the inbox, but only positive experiences will keep them open
- 35. @iamgfc
- 36. @iamgfc
- 39. @iamgfc
- 40. @iamgfc If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words Cicero
- 41. @iamgfc
- 45. So, Now they know I have indicated a preference for mens clothing
- 48. So, They know I have indicated a preference for mens clothing But now I have actually bought some mens clothing
- 49. @iamgfc
- 50. @iamgfc
- 51. @iamgfc Better three hours too soon, than one minute too late. William Shakespeare
- 52. @iamgfc
- 53. Why use Data to Segment and Create Relevancy? ‘relevance drives 60% of consumers who make immediate email purchases’ Jupiter Research ‘marketers that leverage data from off line channels can generate 3x more revenue from their email program’ Jupiter Research ‘relevant emails drive 16x more revenue than traditional broadcast mailings’ Jupiter Research ‘alignment with consumer interests is the number one driver of email opens,’ Forrester Research ‘non relevant mailings are the top reason why consumers opt out of email,’ Forrester Research Targeted emails generate on average over 4x the revenue of non targeted emails Forrester Research
- 54. easyJet - using data to drive dynamic content
- 56. A 12 week test in the German market (1 email every 2 weeks = 6 sends)
- 57. Each segment would receive completely bespoke content and offers
- 58. Images sourced according to segment profile and text written with segment in mind
- 60. Lapsed - Survey Summer holidays easyJet - creates relevance using segment and status
- 62. 21.5% uplift in click rate
- 63. 8.1% click to open ratio
- 65. @iamgfc 20% of all email is opened on a mobile device Source : Liveintent
- 66. Layout - design for skimming, design for different formats (email/smartphone, iPad, etc.) Using Media Queries to deliver the correct format of email for your subscriber Smartphone 320px Tablet 768px Desktop 1600px The Economist – 4 pages
- 67. @iamgfc All which is beautiful and noble is the result of reason and calculation Charles Baudelaire
- 68. Lights out Marketing – Changing Behaviour Re-purchase trigger VIP Lapsed Programme Weekly BAU Birthday Email Website browse trigger Product lifecycle Product review Abandon Basket By overlaying a series of communications at moments of highest engagement, we can influence the lifecycle Social Alerts Welcome Education / Nursery Programme
- 69. @iamgfc
- 72. Browse behaviour used to tailor the side offers
- 74. @iamgfc
- 75. @iamgfc
- 77. This is Art This is Email
- 78. @iamgfc and or
- 80. Multivariate Testing @iamgfc 3 Headers 3 CTAs increase of conversion: 62% Case Study from 8seconds on behalf of DVDPost
- 81. Lazy Marketers Create One Size Fits All Email Newsletters @iamgfc
- 82. @iamgfc
- 83. @iamgfc
- 85. We need to go where our customers are having conversations eMail should not be treated in isolation
- 86. @iamgfc Dank u !
- 87. @iamgfc
Notas del editor
- First of all thanks to Lexi & Simon for inviting me back to present this year.Did anyone see me present last year?For those of you who don’t know I had the pleasure of working with eCircle last year – and now head up eCRM at EHS 4D..A competing hashtag…and there is prize for the tweeter who uses it the most during the session alongside my twitter handle Ok… a few words of apology..I apologise for not looking or sounding or even acting Italian. For those of you who were expecting that...I give you..
- B is for BrandOf course the Brand is important and no Marketer in his or her right mind would argue differently. Emotion stills plays an important role. Ask the Harley Davidson fan who has the Harley logo tattooed on themAnd the Brand has to be conveyed throughout the eCRM experience. In football there is a saying that it only takes a second to score a goal. It takes just as long to score an own goal!Ultimately the message is a combination of the Brand, The Purpose of the Communication, and the Attributes of the Channel being usedAnd lets not forget that Consumers don’t think Channel, Multichannel. On or offline…they think Brand
- Photos taken from here:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for “diptych”.
- We live in a world where essentially many consumers are on e click and thirty seconds away from knowing anything, having their voice heard, doing and buying anythingAs Marketers we want to Engage this Connected Audience
- so..let me set some markers about eCRM
- A is for Ancient Greeks, Not often you read the words Ancient Greeks when in conversation about eCRM, in particular my old friend Aristotle .Of course the Ancient Greeks were great debaters and held their famous ‘Symposia’. Aristotle talked about the Art of Persuasion and he boiled success down to 3 factors
- Using the right level of detail is important. Use too little and you can end up just creating caricatures of your audience that exaggerates certain characteristics that are misleading
- Q is for Quiet...I want to be aloneAs with any conversation, there are periods when silence is golden. Do I really want a message from you every day trying to sell me another laptop when I only bought one last month? How often do you think I buy expensive pieces of IT as a consumer?We can’t expect the consumer to want to constantly engage with us so we need to ensure that our eCRM takes into account the customer journey specific to the product and services we provide.
- Photos taken from here:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for “diptych”.