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Schweinebauch 2.0 - Das ungenutzte Potenzial digitaler Mailings

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Warum die E-Mail noch lange nicht tot ist und welches Potenzial Unternehmen verschenken, die die Möglichkeiten nicht professionell nutzen.

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Schweinebauch 2.0 - Das ungenutzte Potenzial digitaler Mailings

  1. 1. DIRK PLOSS SCHWEINEBAUCH 2.0? Über das ungenutzte Potenzial digitaler Mailings.
  2. 2. @DerPloss Ex-Bereichsleiter Markenführung und Kommunikation bei OTTO 15 Bücher CMO Lecturio Keynote Speaker 2 Töchter, 1 Sohn Leipzsch Online seit 1985 Ex-Creative Director E-Commerce & Online Evangelist 43 Jahre Kundenbindung Dirk Ploss
  3. 3. DIRK PLOSS DER ZOMBIE-KANAL. Untot seit 1989.
  4. 4. Die E-Mail ist tot.
  5. 5. Macht aber nix! • Was braucht man… – Für einen facebook-Account? – Für einen Twitter-Account? – Für eine Online-Bestellung? – Für ein Google-Konto? – Für eine Passwort-vergessen-Funktion?
  6. 6. Zombie-Apokalypse! 247 294 349 419 507 0 100 200 300 400 500 600 2009 2010 2011 2012 2013 Täglich versendete E-Mails, in Milliarden 2192 2375 2555 2741 2916 0 500 1000 1500 2000 2500 3000 3500 2009 2010 2011 2012 2013 Millionen E-Mail-Accounts
  7. 7. Integration von „Actions“ in Gmail durch Einbindung schema.org Auch technisch tut sich einiges:
  8. 8. Facebook „Similar Audiences“: Targeting auf Basis von E-Mail-Listen… Die Vernetzung mit anderen Kanälen wird besser…
  9. 9. …und „Lead Generation Cards“ auf Twitter Die Vernetzung mit anderen Kanälen wird besser…
  10. 10. Und: Der Posteingang wird schick! Gmail Grid View
  11. 11. DIRK PLOSS LOW BUDGET, HIGH IMPACT. Effizienter geht‘s nicht.
  12. 12. Das Omnitalent E-Mail Onsite SocialMedia Schweine bauch TZ Re-Targeting SEO/SEA/PSM DirectMailing TV Kino OutofHome Funk ClassicDisplay SMS PZ EMOTION RATIO BRAND PRODUKT
  13. 13. E-Mail-Marketing im Customer Lifecycle Management 1. WARM-UP 2. WIN 3. BIND 4. MAXIMIZE 5. RE-ANIMATE
  14. 14. Lasst Zahlen sprechen!
  15. 15. Noch mehr Zahlen!
  16. 16. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% SEO E-Mail Affiliate SEA Mobile Display Social CAC FTB E-Mail-Marketing im Kanalvergleich 6-Monats-Average
  17. 17. Großes Plus: Maximale Marketing Automation
  18. 18. DIRK PLOSS LEARN FROM MY FAULT Fails im E-Mail-Marketing.
  19. 19. Video-Integration Effekt auf die CTR: Negativ  Kleiner Fail
  20. 20. Mächtig großer Fail • Die Idee: Interaktive E-Mail zur Bewerbung des WM-Shops • Der Betreff: „Wer braucht schon Ballack?“ • Das Ergebnis:
  21. 21. Mega-Monster-Fail: Der Mailinglisten-Supergau. (1998)
  22. 22. DIRK PLOSS FOR THE WIN! Tipps & Trends zum Mitnehmen.
  23. 23. Urgency (z.B. durch Countdowns)
  24. 24. Live Content
  25. 25. Personalisierung und Empfehlungen
  26. 26. Authentizität
  27. 27. Georelevanter Content
  28. 28. Und ganz wichtig: Mobile! Tägliche E-Mail-Nutzung Smartphone vs. Desktop
  29. 29. Website Formular DOITYP Welcome
  30. 30. Website Formular DOITYP Welcome
  31. 31. Website Formular DOITYP Welcome
  32. 32. Website Formular DOITYP Welcome
  33. 33. • Re-Targeting • Bildpersonalisierung • Pay by Permission • Gamification • Versandzeitpunktpersonalisierung • … • (Raum für eigene Gedanken) Plus, plus, plus…
  34. 34. DIRK PLOSS FAZIT Das Potenzial ist noch lange nicht ausgereift!
  35. 35. Dankeschön! www.dirk-ploss.de facebook.com/ploss twitter.com/DerPloss

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