Email For Retail (AIMIA Victoria)

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AGENTS OF CHANGE Living and loving the communication revolution.

Rhys Hayes

Retail Strategies

Wednesday, 24 February 2010

Wednesday, 24 February 2010

Email marketing: Origins and Evolution

WalMart Catalogue WalMart eDM

Wednesday, 24 February 2010

Hi Rhys,

Wednesday, 24 February 2010

Creating an email marketing plan

Step 1: What is the role of email marketing for our retail business- Online sales driver?- Web-to-store sales driver?- Hybrid?

Step 2: What do our customers want?- online purchase behaviour/intent- Role of email in our customers life

Step 3: Develop an email communications plan to compliment customer and business needs

Step 4: Designing and developing eDM templates

Step 4: Getting the Technology Right

Step 5: Implement, measure and optimise

Wednesday, 24 February 2010

Creating an email marketing plan

Step 1: What is the role of email marketing for our retail business- Online sales driver?- Web-to-store sales driver?- Hybrid?

Step 2: What do our customers want?- online purchase behaviour/intent- Role of email in our customers life

Step 3: Develop an email communications plan to compliment customer and business needs

Step 4: Designing and developing eDM templates

Step 4: Getting the Technology Right

Step 5: Implement, measure and optimise

Wednesday, 24 February 2010

Communications Plan

Wednesday, 24 February 2010

COMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCustomer Type A Customer Type B Customer Type C

Early Engagement 1 1 1Viral Marketing 2 4 6Transactional 5 3 7

Dynamic Content 12 12 12Trigger Messages 4 4 8

Lifecycle 3 2 2Re marketing 0 1 1

Communication Plan

Wednesday, 24 February 2010

COMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCOMMUNICATION VOLUMESCustomer Type A Customer Type B Customer Type C

Early Engagement 1 1 1Viral Marketing 2 4 6Transactional 5 3 7

Dynamic Content 12 12 12Trigger Messages 4 4 8

Lifecycle 3 2 2Re marketing 0 1 1

Month Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Comms 3 1 1 4 3 1 1 1 3 2 3 4

Persona Profiling

Customer Type: BEstimated transaction frequency: 4 purchases per yearEstimated interaction frequency: 45%

Communication Plan

Wednesday, 24 February 2010

Early Engagement Welcome and Engage

1(of 8)

PurposeWhen a customers joins/subscribes to a mailing list, the first communication they receive is critical to ensuring ongoing engagement.

Objectives- Communicate value proposition- Provide a unique or special offer- Re-explain what the customer has opted in for

Wednesday, 24 February 2010

Viral Marketing Dedicated offers and incentives

2(of 8)

PurposeWhen customers sign up to receive communications from business, they are signing up to your brand. Highly engaged customers are receptive to special offers that can drive incremental sales and CRM registrations.

Objectives- Communicate key brand messages through creative execution - Drive incremental sales- Drive friend-get-friend CRM registration

Wednesday, 24 February 2010

Transactional Leveraging the highest open rate communication

3(of 8)

PurposeTransactional emails, those confirming a transaction has occurred have some of the highest open rates of any form of email, making them a critical par of the eDM marketing mix.

Objectives- Provide opportunity to up-sell on similar/complimentary product lines

Wednesday, 24 February 2010

Dynamic ContentPersonalise content based on consumer behaviour

4(of 8)

PurposeWhen integrated with web based analytics tools, email content can be personalised to recipients based on the browsing habits

Objectives- Provide contextually relevant offers- Target high value customers with high value propositions

Wednesday, 24 February 2010

Triggered MessagingRespond on profile and action data

5(of 8)

PurposeWhen a consumer completes an action, or an event occurs (based on the customers profile data) send personalised messages reponding to that action.

Objectives- Create deeper, more personalised relationships with customers- Send targeted special offers based on customer profile information - Respond directly to customer actions

Wednesday, 24 February 2010

Lifecycle Programs Convenience can drive retention

6(of 8)

PurposeCreate trigger based email based on product and event lifecycles.

Objectives- Provide convenient reminders to customers based on their profile information - Increase customer retention rates by engaging them only when they need to consider re-purchase- Create more targeted campaigns

Wednesday, 24 February 2010

Reactivate Don’t wash them away without trying first....

7(of 8)

PurposeWhen a consumer has not interacted (click through or conversion) with a communication for a set period of time, a specific communication may be sent to encourage them to re-engage with the brand.

Objectives- Re-engage customers who have not actively responded to offers- Reduce database churn

Wednesday, 24 February 2010

RemarketingAbandoned task communications

8(of 8)

PurposeWhen a consumer terminates a session, the data collected in that session may demonstrate a partially completed task. When this task is linked to conversion metrics there may be an opportunity to ‘remarket’ with a view to encouraging task completion.

Objectives- Increase task completion rates- Re-engage customers who terminate specific tasks- Increase sales/ROI by analysing, targetting and re-engaging conversion funnel drop outs

Wednesday, 24 February 2010

Designing eDM Templates

Wednesday, 24 February 2010

‘From’ and ‘Subject Line’

Wednesday, 24 February 2010

Above the fold

Wednesday, 24 February 2010

On Mobile Devices

Wednesday, 24 February 2010

Calls to Action

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Standard header with custom campaign hero tile

Hero products, targeted based on campaign- Each links to the contextually relevant product area within the website

Catalogue call to action

Standard footer with deep linking

Wednesday, 24 February 2010

Integrating the Right Technology

Wednesday, 24 February 2010

Selecting the Right Vendor

Enterprise ESP’s

Load and Blast/DIY Solutions

Wednesday, 24 February 2010

Selecting the Right Vendor

✓ Strategic Guidance to advance program sophistication

✓ Programmed Repeatability

✓ Analytics Capabilities

✓ Technical Integration capabilities

✓ Social and Mobile Integration

✓ Market presence

✓ Modular service offering - what else can I plug in?

Wednesday, 24 February 2010

Wednesday, 24 February 2010

Implement, Measure and Optimise

Wednesday, 24 February 2010

Once a campaign has been implemented, there are three questions to ask:

1. 1. Did it get the response we wanted?2. 2. If not,why not?3. 3. What trend data is evident?

Wednesday, 24 February 2010

Measuring Performance

➡ Objective performance measures

➡ Diagnostic measures

➡ Intra-campaign measurement tools

➡ Post campaign evaluation tools

Wednesday, 24 February 2010

Wednesday, 24 February 2010