Many marketers have addressed the hygiene factors of email campaigns that ensure efficiency : deliverability; compliance; tracking and usability. The focus is now shifting to the effectiveness of email programmes and delivering a step change in performance by combining three key levers :
1. Automation
2. Personalisation
3. Integration
Find out how others have achieved this and how you could apply this approach to optimise your email strategy.
Andrew Campbell is an experienced digital marketer with a wide breadth and depth of experience. He has worked on high pay back email programmes for leading brands such as Jet2; netflights; Thomas Cook and East Coast.
4. 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
5. 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
8. Stairway to (Multichannel) Heaven
Email
Social
Multichannel In-store
Mobile
Web
Multiple
Channel
Integrate
Optimise/Personalise
Data Insight Content Personalisation Delivery
9. email
Triggered (SCV)
Personalised
Dynamic Content
Customer Journeys
Web
Behavioural email
Triggered (Web events)
Surveys/Preferences
Segmentation
eCatalogue
Social email
Mobile email
Mobile/Tablet friendly
Email to drive social traffic
Shareable content
Content-driven email list build
Triggered (Social events)
Mobile Web
Mobile App
Social Campaigns
On-line PR/Brand
Acquisition/Conversion
Advocacy/Referral
Engagement
Photo/Video
On-line Lead Generation
SEO/Natural Search/Link Building
PPC
Inbound Optimisation
Dynamic Merchandising
mCommerce
Geo-fencing/In-store
Local Promotions/Offers
Self Service
POP
Push Notifications
Optimised email
Integrated
email
Multichannel
Campaigns
Social Commerce
In-line Purchase
Payment
Fulfilment
Voice of Customer
Surveys/CSQ
User Review
Preference Centre
On-site/Off Site
Reputation Management
Content Curation
Forum Moderation
Segmentation
Community Management
In Store
Digital Signage Loyalty
e-receipt Events
E-Tags/RFID QR Codes
POP/POS Promo Store Info.
Assisted Selling Availability
19. 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
20. 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
25. Key Points
1. Technology barriers have gone – it’s
Marketers holding things up !
2. Aim higher with personalisation
3. Aim wider with channel integration
4. Keep customers at the heart of the design
process
5. Test, measure and refine. Then do it again.
And again. And again …..
Notas del editor
One step at a time.
Optimise within a channel then integrate across
Data and content are the levers
We then use the Marketing Intelligence Database to develop both automated and ad-hoc communications based on the customer lifecycle
Explain the different types of communications that are possible at each stage in the lifecycle
Each customer can receive relevant communications based on his/her own customer data – no more “blasting”