The Utopia of Email Marketing

Steve Kemish F IDMManaging Partner, Junction

@skemmo

Comments? @skemmo

EMAIL IS BEING KILLED, IT IS NOT DYING(but we have hope, a lot of hope)

Comments? @skemmo

245.3 billion

210.1 billion

Comments? @skemmo

1:1 journey mapping - 5

Active High Value Lapsed

Account Activation

Account Welcome

Order Abandonment

Order Confirmation

Account Up-Sell

Welcome

Conversion

Nurture

Account Nurture

Reactivation

OrderComp

DownloadConfirmation

EventBooking

EventInvite

CustomerSatisfaction Survey

MonthlyStatement

Win-back

EventCountdown

ViralTriggeredCross-sell

Sign Up

First OrderFollow-up

Post-Event

Suspect Prospect Customer

Comments? @skemmo

What most emails look like

Comments? @skemmo

Comments? @skemmo

Comments? @skemmo

Comments? @skemmo

Comments? @skemmo

Comments? @skemmo

Comments? @skemmo

Comments? @skemmo

MAIN WAYS TO SEGMENT

Comments? @skemmo

By Demographic

• Sex• Age • Relationship status • Income • Education • Job role • Industry sector • Company size

Comments? @skemmo

Comments? @skemmo

By Preferences

• Brands • Product categories • Interests • Offers/competitions/news • Places • Frequency• Device type

Comments? @skemmo

So much choice

Comments? @skemmo

You’re in charge

Comments? @skemmo

By Behaviour

• Recency • Frequency • Previous purchases • Value of products (value/premium) • Browse behaviour – time of day/week

Comments? @skemmo

eCircle approach

Comments? @skemmo

Comments? @skemmo

By Customer value

• Lifetime value (LTV) • Value in last 6/12/24 months • Annual gross profit• Influence Value?• Strategic value?

Comments? @skemmo

Value of Segmentation Methods

Comments? @skemmo

All four together

Comments? @skemmo

Social – new segment source?

• Facebook Connect • Insight from social data • Offers based on social influence • VIP treatment • Like behaviour, recency of Like /follow• Consider their Klout score

Comments? @skemmo

Comments? @skemmo

Bring them to life

Comments? @skemmo

Comments? @skemmo

AAA email

“Out of the three redesigns tested in the competition, our design outperformed the control CTR by 26% and outperformed the

projected revenue of the 2nd place finisher by 4%.”

Comments? @skemmo

Persuasive language

• Providing clearly signposted pathway for customers to follow

• •Thinking about the psychological cues that prompt action

• •Considering the entire customer journey, from email to landing page to sale

Comments? @skemmo

Persuasion can be fun

Comments? @skemmo

Segmentation in the lifecycle

As an email journey?Active High Value Lapsed

Account Activation

Account Welcome

Order Abandonment

Order Confirmation

Account Up-Sell

Welcome

Conversion

Nurture

Account Nurture

Reactivation

OrderComp

DownloadConfirmation

EventBooking

EventInvite

CustomerSatisfaction Survey

MonthlyStatement

Win-back

EventCountdown

ViralTriggeredCross-sell

Sign Up

First OrderFollow-up

Post-Event

Suspect Prospect Customer

Comments? @skemmo

How eBay UK does it

Comments? @skemmo

Comments? @skemmo

HTML 5

Comments? @skemmo

Comments? @skemmo

Proximity marketing

Comments? @skemmo

How iBeacon works

Comments? @skemmo

Next generation of platform

Comments? @skemmo

There is a crystal ball!

Comments? @skemmo

Thanks for listening

download these slides now at:www.slideshare.net/skemmo

steve.kemish@junction-agency.com@skemmo