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Email Marketing, build your customer relations to boost the profitability of your eCommerce. Athens - Greece 2014 (June)
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Email Marketing, build your customer relationship to boost the profitability of your eCommerce
eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com Associate Project Manager/ Iatreio Online / www.iatreio-online.gr
Stefanos Falkonakis
Athens, Greece, June 2014
HELLO email marketing, bye bye spam
Follow the Anti-Spam laws. Unsubscribe feature, honest headers and truthful subject lines.
Watch your content. exclamations, bold words, images etc.
Positive reputation. Use valuable and easy to understand content and deals.
Use a well reputable email marketing partner.
Don’t purchase email lists
HELLO engagement, but who are you?
• What is engagement?When customers and relationships exist over time; customers don’t see a single campaign but a series of communication, they interact with the campaigns and brand over time.
• How to measure engagement?Interest (subscribers), Attention (opened), Action (Clicked)
• How much engagement is desirable?It’s all about the conversion
• Is there a point at which the cost of getting further engagement is less than the marginal return of doing so?The engagement measure is essentially a measure of recency of interaction, how many customers have interacted within the period. A positive trend is when over each period more customers have interacted. That is the engagement of customers has increased, more of them have a recent interaction than previously.
e/mTechniques
1. Segmentation Techniques
Sort and list your campaigns by:
Gender
Age
Location
Persona Triggers
Previous Purchases
Interest & Needs
Time of Last interaction or Conversion
2. Abandon Cart
Tip?
Why not randomly add a discount voucher?
3. Promote your Social footprint
4. Sharing is Caring
Social Media Integration Includes:
Allow your customers to share your email campaign
Allow customers to connect with your social media networks
Why “push” your email social?
SEO
Brand Awareness
5. Related Content
Tip?
Educate your audience with relative product content
6. Feedback & Reviews
Why?
Get more content
SEO
Engage and Interact with your customers
Upsell – Related Products
Offer a cookie (voucher)
Remarket & Retarget
What to ask for?
Product Reviews
Rate your services
Purchase experience feedback
7. Use Reliability, Security and Trust to convert
8. Promote your Internal News & Updates
“Design”matters
Single Offer
1. Consisted Branding (Company)2. Clear Value Proposition3. Clear and Dominant Call2Action Button4. Relevant Image5. Social Sharing6. Visible Unsubscribe Link 7. Responsive Template
Single Offer (with different variations & packages)
eCommerce or email roundups
1. Primary and Secondary Call2Action2. Real Sender Name
Combining both?
Best used layouts
Thank [email protected]
eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com Associate Project Manager/ Iatreio Online / www.iatreio-online.gr
Stefanos Falkonakis
