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Batch, Blast & Beyond
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Robert Coleman
October 29, 2014
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Batch, Blast & Beyond
Email marketing strategies for Online Retailer NZ - 29 October 2014
Robert Coleman
October 29, 2014
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Transcript
batch BLAST! & beyond
Robert Coleman CTO/COO Etailer Limited
[email protected]
None
None
offtheback.co.nz
offtheback.co.nz offtheback.com.au
offtheback.co.nz offtheback.com.au
why email?
None
Age of the customer
Age of the customer
drive by purchasers Age of the customer
convert drive by purchasers in to repeat customers Age of
the customer
190 billion sent daily
190 billion sent daily to 4100 million inboxes
Sales
Sales email brought
email brought Sales 23%
In the UK
In the UK £25 return
In the UK £25 return for each £1 spent
In the UK £25 return for each £1 spent up
from £21!
why email?
why email? •huge user base
why email? •huge user base •high % of sales
why email? •huge user base •high % of sales •they’re
your customers
CHALLENGES
SPAM!
SPAM! 71% of all email sent today
SPAM! 71% of all email sent today thats 134,900,000,000
SPAM! 71% of all email sent today thats 134,900,000,000 21
× people alive today
SPAM! 71% of all email sent today thats 134,900,000,000 21
× people alive today 1.3 × all the people
Inbox
Inbox SPF DKIM Domain Keys SenderScore DMARC Double Opt-In HTML
MIME Filtering List Hygiene Legal
Inbox SPF DKIM Domain Keys SenderScore DMARC Double Opt-In HTML
MIME Filtering List Hygiene Legal
Inbox SPF DKIM Domain Keys SenderScore DMARC Double Opt-In HTML
MIME Filtering List Hygiene Legal
Inbox SPF DKIM Domain Keys SenderScore DMARC Double Opt-In HTML
MIME Filtering List Hygiene Legal
Inbox SPF DKIM Domain Keys SenderScore DMARC Double Opt-In HTML
MIME Filtering List Hygiene Legal
None
open
open click
open click convert
challenges
challenges •so much SPAM
challenges •so much SPAM •inbox placement
challenges •so much SPAM •inbox placement •getting noticed
how to start?
DIY find some software
None
None
None
None
None
None
None
None
None
None
and many more!
DIY found some software
DIY find some software get permission
DIY find some software get permission build a list
DIY find some software get permission build a list start
communicating!
HELP find some experts
HELP find some experts
how to start
how to start •software or partner
how to start •software or partner •permission list
how to start •software or partner •permission list •batch &
blast
one size doesn't fit all!
we want to be
relevant we want to be
relevant & targeted we want to be
relevant & targeted we want to be & automated?!
targeting
targeting explicit preferences
targeting explicit preferences demographics
targeting explicit preferences demographics purchase history
targeting explicit preferences demographics purchase history behaviour
targeting explicit preferences demographics purchase history behaviour lifecycle
personalise
personalise types of email
personalise types of email Hi Robert!
personalise types of email Hi Robert! subject line
personalise types of email Hi Robert! subject line product
personalise types of email Hi Robert! subject line discounts product
personalise types of email Hi Robert! subject line send time
discounts product
personalise types of email Hi Robert! subject line send time
discounts product sorting
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events new subscriber orientation
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events new subscriber orientation abandoned cart
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events new subscriber orientation abandoned cart incentivise first purchase
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events new subscriber orientation abandoned cart incentivise first purchase write a review
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events new subscriber orientation abandoned cart incentivise first purchase write a review social share
personalise types of email Hi Robert! subject line send time
discounts product sorting frequency realtime events new subscriber orientation abandoned cart incentivise first purchase write a review social share win back
automation
automation
start
start small
be
be useful
be useful don’t be
be useful don’t be creepy!
use
use automation
use automation tactically!
Happy emailing! Robert Coleman
[email protected]