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Danielle Woolley, Head of Customer Success
@daniatadestra
Email is #1 for ROI
How do you rate the following channels or disciplines in terms of return on
investment?
Source: Econsultancy, Email Marketing Industry Census 2018
Marketers who
employ advanced
techniques
get better ROI
Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
The majority of
marketers are only
in the early stages
of personalising
their campaigns
Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
1. Integrating data
2. Lack of resources / time / skills
3. Where to focus
4. Lack of technology
5. Developing processes and rules
Challenges
advanced segmentation
mobile responsive templates
video content
kinetic design
multi-channel triggers
content personalization
location-based content
lead nurturing
lifecycle automation
ratings and reviews
dynamic content
real-time content
progressive profiling
dynamic social feeds
send time optimization
product recommendations
predictive modelling
multi-variant testing
cross-channel orchestration
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• What value do they get from your emails?
• Do you understand the customer journey?
• How can you use personalisation to enhance that experience?
1. Start with the customer
Personalization throughout the lifecycle
Cross-sellprograms
Replenishment
Abandon Basket Re-engagement
Winback
Breed-specific CRM
Tailored Welcome Programs
1st purchase incentive (welcome journey)
Welcome Convert Develop Retain Re-activate
£
Pre- and Post-journey (travel)
Ratings & Reviews (travel)
Birthday
Results
• 60% open rates
• 50% click-to-open rates
• 3 - 10x higher conversion rates
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• What is the end goal?• How are you going to measure it?• Prioritise based on contribution to
this goal
2. Be clear on your goals
Revenue per 1000 emails
Audience (delivered emails)
Open Rate
Clickthrough Rate
Conversion Rate
Average Order Value
Identifying the Influencers
• Deliverability
• Send From name
• Subject line
• Pre-header
• DoW / ToD
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• Symbols & emojis
• Length
• Personalisation
• Basic human direct response drivers: Urgency, Scarcity,
Curiosity, Exclusivity, Savings, FOMO, Status
Results
• Increase of 12% for
revenue per 1000
emails sent (RpK)
• Overall increase in
revenue attributed to
email of 74%
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• Sell your vision• Create a business case• Communicate and collaborate
3. Get buy in
Convert Develop Retain Re-activate
Thank you for your order
Birthday
Welcome Re-engagement
Winback
Newsletters
Abandon basket
Anniversary
Price Drop
Back in stock
Non mailed cross channel
+80%
Revenue
Email Revenue
+91%
+23%
+17%
Email Revenue
Conversion Rate
+21%
+6%
+50%
Email Revenue
Email Traffic
+60%
+29%
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• As you develop your plan keep in mind
the big three: customer, goals, buy-in
• Get the foundations right
• Start small and build on it
Get in touch: [email protected] @daniatadestra
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