2. Today’s Agenda
1. What is Behavioural Email?
2. How does it work and how do you deploy it?
3. How do you employ Behavioural Email ‘holistically’?
4. What are the benefits?
5. Can it provide you with competitive advantage?
3. What is Behavioural Email?
Behavioural Email is the application of behavioural data
to drive maximum relevancy in email marketing.
• Behavioural Data
• RFM and Historical Data
• Engagement Data
• Automation
• Dynamic Content
• Lifecycle Model
5. Email is Changing…
The Power of Email
• Cheap
• Automated
• Dynamic
• Data Rich
Two Strategies are Emerging
• A pre-engagement ‘newsletter’ strategies
• A post-engagement ‘conversion’ tool
7. OR
Web ODP
Analytics B.I.
Data D/base
eCRM
Database
ESP
8. How do you employ Behavioural
Email ‘holistically’?
9. Maximise customer lifetime value by
targeting behaviour
Increased value with behavioural
lifecycle marketing
Profile
Re-engagement
Customer driven
Nursery
offers
lifetime Win back
value Welcome X-sell
Abandoned
basket
Traditional customer
lifecycle email marketing
Newsletters
Time
Acquire Convert Develop Retain Reactivate
10. How the combined strategies work
Engagement is the first
Engagement stage of any journey
Drop off communications Visitors
Browser programme Browsers
Brand reinforcement and Info Gathering
USPs
Competitor Positioning Comparing
Basket Abandonment Basket Abandon
Purchase
14. Over 100% Year on Year Increase in
Email Revenues
ROI of 2,399%, 103% growth in email
revenues compared to the same period 2009.
Evans Cycles achieved these results through,
amongst others, segmentation and life cycle
marketing strategies.
The email campaign plan segmented
messaging and creative content based on
individual preferences, engagement, online
browsing and behavioural data.
Email marketing content was relevant to
each individual user. The results included
open rates as high as 84.9% (generic
‘newsletter’ emails 16% - 25%) and click rates
of 40.5% (generic emails 3.8% - 5%).
17. Summary
Behavioural Email:-
• Is the highest relevance of any email
• Provides very high return on investment
• Requires:
• Automation
• Dynamic Content
• Behavioural and Engagement Data
• Customer/RFM Data
• Allows for the full automation of a Lifecycle Marketing Strategy