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The document discusses how Dune, a customer experience company, killed batch-and-blast email marketing by implementing personalized and segmented email campaigns. It provides tips on how to build relevance in email marketing by asking for customer preferences, using automation, segmentation, personalization, and testing. The case study of Dune highlights how they started by focusing on language, gender, and only communicating with engaged customers to improve their email strategy.
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Dotmailer
- 1. Kill Batch and Blast How Dune is Delivering an Outstanding Customer Experience Globally Skip Fidura, Client Services Director @SkipFidura
- 2. 2 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer 1. Email is Not Dead 2. How to kill Batch and Blast 3. Dune Case Study
- 3. 3 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer
- 4. 4 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Popular with Marketers
- 5. 5 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Popular with Marketers 95%
- 6. 6 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Popular with Marketers 95% 10+:1
- 7. 7 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Email is popular with Consumers
- 8. 8 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Too Many Emails
- 9. 9 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer
- 10. 10 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer 1. Email is Not Dead 2. How to kill Batch and Blast 3. Dune Case Study
- 11. 11 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer How to Build Relevance • Ask for Customer Preference • Automation • Segmentation • Personlisation • Testing
- 12. 12 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer …but where do I start? BenefitLow High Cost High Low
- 13. 13 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer …but where do I start? BenefitLow High Cost High Low INVESTDON’T BE DISTRACTED PLAN FOR THE FUTUREIGNORE
- 14. 14 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer …but where do I start? BenefitLow High Cost High Low INVESTDON’T BE DISTRACTED PLAN FOR THE FUTUREIGNORE
- 15. 15 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Think BIG
- 16. 16 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Start Small
- 17. 17 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Start Small; Scale Quickly Scale QUICKLY
- 18. 18 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer 1. Email is Not Dead 2. How to kill Batch and Blast 3. Dune Case Study
- 19. 19 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer
- 20. 20 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer • Language • Gender • Only Talk to Those that want to Listen Where did Dune Start?
- 21. 21 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Language
- 22. 22 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Confirm the Changes
- 23. 23 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Gender
- 24. 24 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer
- 25. 25 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Explicit vs. Implicit Data
- 26. 26 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Talk to those who want to listen Unengaged Engaged Inactive Active Mail MoreRamp Down or Keep Mailing Keep MailingReengagement
- 27. 27 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Talk to those who want to listen Unengaged Engaged Inactive Active Mail MoreRamp Down or Keep Mailing Keep MailingReengagement DNM VIP
- 28. 28 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer
- 29. 29 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer 1. Email is Not Dead 2. How to kill Batch and Blast 3. Dune Case Study
- 30. 30 | How Dune Killed Batch and Blast. | @SkipFidura @dotmailer Questions?
- 31. Thank You Come see us at Stand 254 Skip Fidura, Client Services Director @SkipFidura
Notas do Editor
- Attention Grabber How many people here think email is dead? Objective In the next twenty minutes I am going to convince you that email is not dead but that we very well may be killing it. WIIFM but I am also going to give you some tactics that you can employ to eradicate batch and blast from your business and an example of how the UK shoe retailer Dune has been tackling the problem I am Skip Fidura, CSD @ dotmailer, member of the UK DMA board of directors and Chair of the UK Responsible Marketing Committee. We are tasked with defining the norms and behaviours that make a marketer responsible.
- Agenda Email is not dead but batch and blast should be the tactics to kill it Dune case study I will be around after the presentation for any questions or you can come by our stand in Hall 1 Stand 254
- Mobile! It’s the number one used app on your phone. It’s easily to use when doing multichannel It acquires & enhances your data It also enhances your social media campaigns
- Most popular with marketers
- 95% of marketers say that email marketing is important or very important to their overall marketing strategy…
- … over 50% of marketers see a return of more than 10 to 1. In other words they make 10 euro or dollars or pounds or yen for every one they spend.
- It’s the preferred mode of marketing for consumers. The key stat for me here is the Millennials… I keep hearing that they will not use email. However the stats prove otherwise… They are in fact the most prolific users of email on their smartphones. BUT … We may be killing it…
- Too much Consumers 61% get more than 21 per week B2C Marketers 4.3 contacts per month 25% more than 5
- 85% of UK consumers say that more than ½ of the emails they receive are irrelevant. 42% of email marketers AGREE
- Tactics to build relevance. There are going to be some recipients who fall out of some of these tactics which still need to receive your email communications.
- First, let’s look at a simple model that works very well for our clients. We evaluate every tactic for both benefit and cost.
- Top right; this is where you want to focus your energy and resources. Bottom left: Why is your business is doing it at all but BUT you cannot not always control that so you have to be good at ignoring it as a distraction. Top left: Should probably be under your control or at the least you should have strategic input into how they operate Bottom right: Channels that fall in the bottom right box either need to work better or you need to kill them
- So lets plot the tactics on the matrix. We can add a third dimension around the ease of implementing these tactics. The bigger the dots, the easier it is to implement the tactic. Remember the goal of this is to just pick where you are going to get started so there is no point focussing on tactics that will be really hard for you to implement. Don’t get analysis paralysis.
- Think Big
- Start Small
- Scale Quickly
- Any tactic which helps you deliver more relevant emails to recipients will help you kill batch and blast You should pick the tactics that deliver the most benefit, cost the least, and are easy to implement. So, let’s take a look at how Dune did it.
- ecommerce 4 Languages: English, French, Spanish, German Ships to 130 countries Sells in over 70 different currencies Stores 279 stores and concessions 11 countries 2 Billion social media followers worldwide
- Getting the data Use website language as source for new data Ask for preference for old data Built an automation programme to update the language flag based on what they click on
- Process Use the same process as they use to translate website Don't reinvent the wheel - use a tried and tested process in the first instance
- Decay 2.1% per month or 22.5% per year - Marketing Sherpa data Over 50% of consumers are willing to abandon an account Pop Over to keep the funnel full
- Decay 2.1% per month or 22.5% per year - Marketing Sherpa data Over 50% of consumers are willing to abandon an account Pop Over to keep the funnel full