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Presentation given to members of the Digital Business Club powered by L'Atelier BNP Paribas in Shanghai.
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The Global SaaS Leader in
Email & Social Marketing
Rebecca Loviconi Emailvision Country Manager [email protected]
Email Marketing
Solutions
From Emailvision
Agenda
Who is Emailvision?
What Differentiates us
Case Study- Sony
- Van cleef& Arpels
What our Customers say
Email marketing goes social
● SaaS for email & social marketing campaign management
● Founded in 1999
● 400+ employees
● Offices in 18 countries
● Privately held by American and European investors
● 4 000 clients, with 100 new logo clients joining per month
● Sending 5 billion email messages/month
● Estimated FY10 revenue $55M, 43% increase from FY09
● Technology Leader Rankings:
Company at a Glance
Worldwide Office Locations
Shanghai
HongKong
Why do we have 100 new clients every month?
Return on Investment from Email Marketing
Email marketing
is the single most profitable marketing channel
For every $1.00 spent, $43.62 of revenue is
generated*
*2009 Direct Marketing
Association
Email Marketing is enabling
organizations to cost-effectively
send relevant campaigns based
on behavioural and
demographic criteria
Relevant Marketing Campaigns
The French guy who likes sports
The English woman who likes
fashion
The English guy who likes the beach
The German guy who likes travel The German woman who likes comfort
Relevant Marketing Campaigns – eRetailer Example
8 lifestyles
5 languages
2 genders
1 email campaign
4 THINGS that separate us
from everyone else
Client Focus
Product Leadership
Global Approach
Platform and Deliverability
Emailvision platform and Saas offering enables clients to leverage state of the art infrastructure and save significant CapEx
● Highly scalable infrastructure sending 45B+ emails annually
● >99% Proven availability
● >96% Deliverability rate
● Certified Security
● APIs for application integration
Platform and Deliverability
● Bi-annual security audit by an external company
● Application audit
● Infrastructure audit
● Compliant with
● OSSTMM: Open Source Security Tests Methodology for
Logical Security Tests
● OWASP: Open Web Application Security Project for
testing security applications
● EBIOS: for the qualification and risk analysis
● Data Encryption using high-grade encryption (RC4) and
transmitted via Secure Sockets Layer (SSL)
Security
● Average deliverability rate of over 96%
● Platform delivers 4 billion emails / month
● Relationships with global ISPs:
● Feedback loops & white listings
● Automatic suppression of hard bounces, unsubscribe, and spam complaints
● Dedicated IP address set up or shared pools of IP
● Sender ID Framework (SIDF) configuration
● Domain Keys Configuration
● DKIM
● ReturnPath® Certification
● Goodmail Certified Email program
● ECO – Certified Senders Alliance
Unmatched deliverability
● Bi-directional access for
data, content, and
processes through a
variety of standard
technologies
● Web Services
SOAP/REST
● Campaign Management
● Notification Messaging
● Real-time Data
Synchronization
Robust and flexible APIs
Emailvision Technology Ecosystem
Os and
Application
Deliverability
Databases
Communications
Hardware
Hosted Data
Centers
Emailvision Partner Landscape Integrating with
Complementary
marketing & CRM
systems
Case Study
The Internet Marketing Value Chain
Marketer
Paid
Search
E-mail List
Rental
Online
Ads
Shopping
Comparison
Permission E-Mail
Marketing
Turn existing customers into
Profitable Repeat Customers via e-mail at low cost
Traffic Generation
Lead Generation
First Purchase
Lead Conversion
Up Sell, Cross Sell
Viral, Reactivation
Acquisition Marketing Retention Marketing
Emailvision and Sony
Emailvision & Sony
● Working together since 2001
● Central Hub in UK supported by Paris, Hamburg,
Brussels
● Email in 32 Countries
● 36 language variants
● 8 Business Groups
Sony Style (Brussels)
Sony VAIO (Brussels)
Sony Digital Imaging (UK)
Sony TVOE (UK)
Sony Connect (Berlin)
Sony B2B (UK)
Sony AME (UK)
Sony Card (UK)
Before…
Emailvision & Sony
Low ROI
Angry consumers
Deliverability!
Emailvision & Sony
Data mining : Exploit the rich customer data in CRM • Purchase history
• Web behaviour
Real time customer viewpoint
Personalised campaigns • Deliver the right information, at the right time, to the right consumer
• Automated email offers based on: – Product purchased
– Shopping basket contents/products viewed
• E-newsletter taking into account purchase history
• Outbound contact centre campaigns
Build loyalty to buying direct from Sony
After…
Take your email marketing further
Manage and automate your client lifecycle programme
Additional recurrent revenues with no production costs
Local Support, Services & Training
Emailvision - The most extensive global client support & service team
• Dedicated Account Management Team
• Support
• Professional Services
• Best Practice & Workshops
• Business Reviews
• Campaign Performance Reviews
• Deliverability Audits
The Sony Welcome Email Process
Step 1. Client Purchasing on the Website
Step 2. Online Registration
The Sony Welcome Email Process
Step 3. Bounceback targeted Email
Personalisation strings:
[EMV TITLE] [EMV LASTNAME]
Coupon number embed in targeted block
selected
according to product line
Sony_id can be transmitted and inserted as a
string [SONY_ID]
if the template is standard. If not it will call the right
frame and be embedded
Personalised block matching product line
The Sony Welcome Email Process
Welcome! And thank you for Registering
A few facts
Bulldozer approach Targeted
Standard newsletter Laptop accessory email
• Pushed 1038
• Opened 522
• Open rate 50 %
• Click through 270
• Click through rate 26.01 %
• Pushed 120,806
• Opened 23,736
• Open rate 19.65 %
• Click through 5,882
• Click through rate 4.87 %
+30%
+21%
A/B Split Testing
A/B Split Testing: it should mandatory!
A/B Split Testing
June TZ & BRAVIA D
version A
• Click through:
5.4%
• Click through:
6.7%
June TZ & BRAVIA D
version B
+24%
Campaign automation with Campaign Commander™
Segmented
Open?
No
Yes Click?
Reminder
14 days
Laptop buyers
Type X
Open?
Yes
Yes
60% Open
9,914
20% Click
3,305
1 month
16,524 2.0% conv.
330
Re-email on Page Viewers
Sony Style and Campaign Commander™
90% engineered in house
10% outsourced to an expert with track record
Emailvision and Van Cleef & Arpels
Emailvision and Van Cleef & Arpels
Worldwide campaigns
• An international website
• 4 continents: Europe, America, Middle East and Asia
Emailvision and Van Cleef & Arpels
Emailvision and Van Cleef & Arpels
Very specific segments and up to 7 different languages: • English / French / Russian
• Chinesese (Traditional and Simple)
• Japanese
• Arabic
In China, three segments: • Traditional Chinese for Taiwan
• Simple Chinese for China and Hong Kong
• Traditional Chinese for Hong Kong
Emailvision and Van Cleef & Arpels
Great results
Emailvision and Van Cleef & Arpels
Great results
TW (Trad Chn)
35% opening rate
12% CTR
CHN & HK (Simpl Chn)
31% opening rate
8% CTR
HK (Trad Chn)
40% opening rate
6% CTR
Emailvision Customers Say…
● VoyagePrive.com offers
exclusive holidays at luxury
destinations with discounts
up to 70 %
● Founded in 2006, they now have
over 3.5 million members and 2009
turnover of 100 million Euros
● 85% of their revenues are
generated via email marketing
Customer Example
● “Since we have been working with
Emailvision, our deliverability rate is
excellent and our open and
click-thru rates have increased by 20%.
● ...with Campaign Commander’s
intuitive and easy-to-use interface, we
manage email marketing by ourselves.
When needed, the Emailvision Client
Service team is always available to
understand our problems and give us
accurate solutions.”
David Bastian,
CEO of VoyagePrive.com
Customer Example
● “Emailvision set-up, monitoring, data
management and broadcast services are
high performance. Our switch from a basic
email newsletter tool to Campaign
Commander has driven a revenue gain for
our brands online.
● The added value of Emailvision is not only
defined by its Campaign Commander
software. The expertise of the German
support team, high value services on a
partnership basis together with advanced
technical consulting skills and best practices
is a great relief to us. It enables us to focus
more on the coordination of our Brand-
Online-Activities. Well done!”
Jens Geisler,
IT Partner Manager at Unilever Germany
Customer Example
Emailvision
Email marketing gives the best ROI
5 elements to be a successful email marketers: • Segment your list (purchase history, region etc.) to increase your response
rate
• Customer lifecycle and automated campaigns are key to build a strong relationship with your clients and improve your results
• Test, test and test your messages: don’t guess what your customers are expecting
• Personalising your message will increase your ROI
• Work on your creative to optimise deliverability and customer impact
• Combining social media with email
Top Trend of 2011
NEW ROLE OF MARKETERS!
Email marketing goes social
They are following you....
Where do I start?
CC Social Edition is very different....
Brand Monitoring
1. Enables organizations to actively manage their social media marketing
2. Brings best practices in campaign
management to social marketing
3. Scales the efforts of individuals or small teams dedicated to social marketing
4. Measures results and ROI for your
social campaigns
Campaign Commander Social Edition
Social marketing- 3 Steps
Schedule and send your social campaigns to all of your channels
Be in the right conversations at the right time!
YOUR BRAND
54
Be at the top of the conversation at 9:00am
Quickly gather and send new updates throughout the day...
Measure results from campaigns and adjust activities real-time
Customer Examples
Fortune 100 Tech
“We heavily use Twitter - with 100 different accounts and 200 official contributors so the user rights feature in
Objective Marketer is critical for us….
Global Fortune 100 Technology organization
…we also use the product to support many of our global events. At each event we can have 20
creators just for blogging, tweets, etc… We schedule
all of the tweets and adjust the campaign every day
based on reports.”
- Media & Analytics Strategist
“I was looking for a solution that was more results oriented, something that could integrate both the
communications and monitoring of social campaigns….
Medium size European Digital marketing Agency
…The strengths include the design of the whole
product, and the user management features.”
- Director of the Agency
Objective Marketer enabled me to move from being a "re-tweeter" to someone who is now creating and
sending content to pet enthusiasts on a regular basis.
It has provided a large branding opportunity; we have seen 50,000 more click-thrus to our website.
- President of the Company
Small online retailer in the US who sells specialty dog food
The Power of Social Media
Change
Contact
中国上海市静安区
铜仁路299号,东海广场57F
Soho - The Exchange 57F
299 Tongren Rd
Jing'An District - Shanghai – China
www.emailvision.cn
Pionneering Technology
Passionate
Entrepreneurial
Client Focused
Now you can have it all.
Global. Local. Social.
www.emailvision.com