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Cross-tabulation of responses for ‘Which practices are part of your email marketing efforts?’ (advanced segmentation) and ‘How do you rate the following channels (email marketing) in terms of return on investment?’
Marketers who employ advanced techniques
get better ROI
Challenges
1. Integrating data
2. Where to focus
3. Lack of resources / time / skills
4. Lack of technology
5. Developing processes and rules
Advanced email tactics – like a box of chocolates…
• Basic and advanced segmentation
• Mobile responsive templates
• Encouraging social sharing
• Re-marketing
• Use of video content
• Multi-channel triggers
• Content personalization
• Location-based content
• Lead nurturing
• Lifecycle programs
• Promoting customer
ratings and reviews
• Dynamic content
• Behavioural targeting
• Lead scoring
• Dynamic social feeds
• Real-time content
• Progressive profiling
Personalization across the lifecycle…
Cross-sellprograms
Replenishment
Abandon Basket Re-engagement
Winback
Breed-specific CRM
Tailored Welcome Programs 1st purchase
incentive (welcome journey)
Welcome Convert Nurture Repeat purchase
Re-activation
£
Pre- and Post-journey (travel)
Ratings & Reviews (travel)
13
About Wolseley
Wolseley is the world’s largest trade distributor of plumbing and
heating products and a leading supplier of building materials. ..
TAKE FROM WEBSITE
14
• Targeted email campaigns (Segment Builder)
• Small customer contact strategy (Smart Blocks)
• Abandoned Basket
Email Personalization
• Countdown timer
• Pop-ups
Website Personalization
Results
Targeted email campaigns:
• 39% open rate
• 4.3% average click-through rate
Product recommendation blocks:
• Average open rate has increased from 28% to 45%
• Average click-through rate from 2.5% to 5%.
Abandoned basket campaign:
• £66,446 in recovered value
• 2.9% sales uplift overall
Final Points
• Invest. Your email ROI will thank you
• Do what’s right for your customer and your
business (tactics are just tools, not an end in
themselves)
• Start small and build on it