www.emailvision.bePowering Smarter Marketing
How to use Customer Intelligence to boost your email marketing program?
28/03/2012Peter Schellaert
Country Manager Benelux
Who is Emailvision?
● International leader in email, mobile and social marketing● 640 employees● $90M annual revenues / 40% organic growth● Sending 350K global campaigns / month● The 1st company to deliver SaaS Customer Intelligence● The 1st company to integrate CI and Campaign Management● Recognition as a technology leader by:
Our mission
Emailvision powers smart
email, mobile and social campaigns
that deliver results
www.emailvision.com
Custom Applications
Customer Intelligenc
e
MobileSocial
APIs
Integration
Custom Apps
Global Provider, Local Support
Offices:ArgentinaAustriaBelgiumBrazilCanadaChinaFranceGermanyHong KongIsraelItalyJapanMexicoNetherlandsPortugalScandinaviaSpainSwitzerlandUnited KingdomUSA
Relevance?
Consumers are struggling with Inbox overload
● 49% of consumers have unsubscribed from email lists that they had originally opted in to because they found the emails to be irrelevant
‒ Source: Relevancy Group "Realizing the Value of Email Marketing" (2010)
Modern ISP’s - Only the Relevant Survive
Yahoo blocks !
Gmail Priority Inbox automatically identifies !
Hotmail sweeps !
Value of Using Insight for Targeting Relevance
How Can Relevance Help Marketers?
Accelerate gains Reduce Costs
With less time
What is Customer Intelligence?
www.emailvision.be
Business Challenge
Marketing IT
Products and transactions
Campaigns &
Communications
Customers
What do we Know?
www.emailvision.com
Media & content interactions
www.emailvision.es
Acquisition Maturation Active About to go
Sleeping/Inactive
RFM Segment
Lawyer
VIP
Lapse Segment
The Customer Journey
Win Back Campaigns
.
Incentivise lapsed customers
Cross / Upsell Analysis
High propensity customer target list
A Fictional Retailer
● Ecommerce and high-street retailer● Broad range of brands and styles● Decelerating business growth
An ACME Shoes Customer
● Chris Roe● Male, 24● Running shoe customer● Competition runner● Local club is Linford Christie
Stadium in West London● Extensive travel● Social media fan● iPhone user
Data Database
ACME Shoes Were Able To…
Results: Chris’ Experience● Started interacting with relevant emails● Took offer to purchase new running shoes● Joined ACME sports Facebook group● Tweeted ACME’s offers to his social network, who were
other runners all over the world...
…who signed up for the newsletters, joined the social sites bought trainers and in turn recommended their friends…
Results: Value To ACME
● Improved email marketing KPI’s and marketing ROI● Marketing process efficiency ● Growth of engaged social community generating
measurable incremental revenue● Actionable customer insight
● And a long-term customer relationship with Chris Roe!
ACME’s Powerful Digital Channel Strategy
Social
Email Website
eCommerce
Summary
• Collect and analyse your data, it is a very valuable asset
• Create actionable customer insight
• Use this insight to drive timely and meaningful relevance in customer lifecycle engagements
www.emailvision.be
¿Questions?
Thank you for your attention!
Join us at Stand S43!
Recommended
