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21 June 2011  GianfrancoCuzziolAmsterdam  The Netherlands#sexyemail11
@iamgfcWhat Makes Email Sexy? Data or Creative?Gianfranco CuzziolHead of eCRM
OrLazy Marketers Create Email Newsletters@iamgfc
@iamgfc
@iamgfc
@iamgfc
@iamgfcIts not about speadsheets,test cells, RFV, paralysis by analysis
anewworld@iamgfc
completely connected@iamgfc
multi-platform@iamgfc
   6am          7am        8am          9am      10am        11am       12am      1pm         2pm           3pm         4pm           5pm          6pm          7pm         8pm         9pm        10pm      11pm      12pmHome                Travel                         Work                       Travel                  HomeRadioTabletMobilePCTVPapermulti-tasking@iamgfc
multi-touchpoint@iamgfc
just what I like
just the way I like it
際際滷 share sexy email event gianfranco cuzziol 210611
a new breedofconnected customer@iamgfccompletely connected, multi-platform, multi-tasking, multi-touchpoint, just what I like, just the way I like it,
Click  &KnowClick  &	SayClick  &	DoClick  &Buy@iamgfcit starts with a click
deeply data-driven
@iamgfc
DataDataData3 Fundamental elements of eCRM@iamgfc
@iamgfc
@iamgfc
@iamgfcits not rocket science
Conversation :an exchange of opinions, ideas, and feelings
@iamgfc
@iamgfc
@iamgfc15%19%15%12%5%15%27%
anoldworld@iamgfc
@iamgfc
@iamgfcCredibility & TrustEmotions and PassionConsistency and Logic
@iamgfcbe wary of creating caricatures
@iamgfc
@iamgfc
@iamgfcBrands can open up the inbox,but only positive experiences will keep them open
@iamgfc
@iamgfc
際際滷 share sexy email event gianfranco cuzziol 210611
際際滷 share sexy email event gianfranco cuzziol 210611
@iamgfc
@iamgfcIf you wish to persuade me, you must think my thoughts, feel my feelings, and speak my wordsCicero
@iamgfc
際際滷 share sexy email event gianfranco cuzziol 210611
際際滷 share sexy email event gianfranco cuzziol 210611
際際滷 share sexy email event gianfranco cuzziol 210611
So, Now they know I have indicated a preference for mens clothing
際際滷 share sexy email event gianfranco cuzziol 210611
際際滷 share sexy email event gianfranco cuzziol 210611
So, They know I have indicated a preference for mens clothingBut now I have actually bought some mens clothing
@iamgfc
@iamgfc
@iamgfcBetter three hours too soon, than one minute too late.William Shakespeare
@iamgfc
Why  use Data to Segment and Create Relevancy?relevance drives 60% of consumers who make immediate email purchasesJupiter Researchmarketers that leverage data from off line channels can generate 3x more revenue from their email programJupiter Researchrelevant emails drive 16x more revenue than traditional broadcast mailingsJupiter Researchalignment with consumer interests is the number one driver of email opens,Forrester Researchnon relevant mailings are the top reason why consumers opt out of email,Forrester ResearchTargeted emails generate on average over 4x the revenue of non targeted emailsForrester Research
easyJet - using data to drive dynamic content
easyJet - using data to drive dynamic contentChallenge:How to prove the case that targeting content and offers by segment can generate incremental gainProcess:Customer Trip Segmentation was built across all European markets and 32 million customers
A 12 week test in the German market (1 email every 2 weeks = 6 sends)
Each segment would receive completely bespoke content and offers
Images sourced according to segment profile and text written with segment in mind
Control cell receives standard vanilla content over same periodFamily Summer HolidaysBusiness travellerseasyJet - product, image, copy and offer are all segment specific
Lapsed - Survey Summer holidayseasyJet - creates relevance using segment and status
ResultsThe segmented emails saw:12.4% uplift in open rate
21.5% uplift in click rate
8.1% click to open ratio
50.9% uplift in revenue per email delivered@iamgfcThe wise are instructed by reason, average minds by experience,the stupid by necessity and the brute by instinct.Cicero
@iamgfc20%of all email is opened on a mobile deviceSource : Liveintent
Layout - design for skimming, design for different formats (email/smartphone, iPad, etc.)Using Media Queries to deliver the correct format of emailfor your subscriberSmartphone 320pxTablet 768pxDesktop 1600pxThe Economist  4 pages
@iamgfcAll which  is beautiful and noble is the result of reason and calculationCharles Baudelaire
Lights out Marketing  Changing BehaviourRe-purchase triggerVIPLapsed Programme Weekly BAUBirthday EmailWebsite browsetriggerProduct lifecycleProduct  reviewAbandon BasketBy overlaying a series of communications at moments of highest engagement, we can influence the lifecycleSocial AlertsWelcomeEducation /Nursery Programme
@iamgfc
Target emails to the customer lifecycle stage and build anticipationQueue Less Pre-Booking ProgramSequence of 7 emails sent before arrival at the parks
Objective to cross-sell / pre-book activities during the customers stay at the parkUsing behaviour used to personalise the contentv1v2v3Segments used to tailor the Hero product
Browse behaviour used to tailor the side  offers
Season/Event used to tailor the bottom banner@iamgfc
@iamgfc
@iamgfc
   There is no such thing    as best  practice Me
This is ArtThis is Email
@iamgfcandor
Hierarchy of Testing
Multivariate Testing@iamgfc3 Headers3 CTAsincrease of conversion: 62%Case Study from 8seconds on behalf of DVDPost
Lazy Marketers Create One Size Fits AllEmail Newsletters@iamgfc

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際際滷 share sexy email event gianfranco cuzziol 210611

Editor's Notes

  1. First of all thanks to Lexi & Simon for inviting me back to present this year.Did anyone see me present last year?For those of you who dont know I had the pleasure of working with eCircle last year and now head up eCRM at EHS 4D..A competing hashtagand there is prize for the tweeter who uses it the most during the session alongside my twitter handle Ok a few words of apology..I apologise for not looking or sounding or even acting Italian. For those of you who were expecting that...I give you..
  2. B is for BrandOf course the Brand is important and no Marketer in his or her right mind would argue differently. Emotion stills plays an important role. Ask the Harley Davidson fan who has the Harley logo tattooed on themAnd the Brand has to be conveyed throughout the eCRM experience. In football there is a saying that it only takes a second to score a goal. It takes just as long to score an own goal!Ultimately the message is a combination of the Brand, The Purpose of the Communication, and the Attributes of the Channel being usedAnd lets not forget that Consumers dont think Channel, Multichannel. On or offlinethey think Brand
  3. Photos taken from here:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for diptych.
  4. We live in a world where essentially many consumers are on e click and thirty seconds away from knowing anything, having their voice heard, doing and buying anythingAs Marketers we want to Engage this Connected Audience
  5. so..let me set some markers about eCRM
  6. A is for Ancient Greeks, Not often you read the words Ancient Greeks when in conversation about eCRM, in particular my old friend Aristotle .Of course the Ancient Greeks were great debaters and held their famous Symposia. Aristotle talked about the Art of Persuasion and he boiled success down to 3 factors
  7. Using the right level of detail is important. Use too little and you can end up just creating caricatures of your audience that exaggerates certain characteristics that are misleading
  8. Q is for Quiet...I want to be aloneAs with any conversation, there are periods when silence is golden. Do I really want a message from you every day trying to sell me another laptop when I only bought one last month? How often do you think I buy expensive pieces of IT as a consumer?We cant expect the consumer to want to constantly engage with us so we need to ensure that our eCRM takes into account the customer journey specific to the product and services we provide.
  9. Photos taken from here:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for diptych.