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


Email marketing: Origins and Evolution

WalMart Catalogue WalMart eDM


Hi Rhys,


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


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


Communications Plan


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


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


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


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


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


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


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


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


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


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


Designing eDM Templates


‘From’ and ‘Subject Line’


Above the fold


On Mobile Devices


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


Integrating the Right Technology


Selecting the Right Vendor

Enterprise ESP’s

Load and Blast/DIY Solutions


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?



Implement, Measure and Optimise


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?


Measuring Performance

➡ Objective performance measures

➡ Diagnostic measures

➡ Intra-campaign measurement tools

➡ Post campaign evaluation tools

