Frukostseminarie 2010-11-23
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Transcript of Frukostseminarie 2010-11-23
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Kom närmare dina kunder och sälj mer med e-
postmarknadsföring
Marcus NymanRegional Manager Emailvision Scandinavia
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Marcus NymanRegional Manager Emailvision Scandinavia
The Jerry Maguire guide to email marketing
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Din guide i e-postdjungeln
Marcus Nyman Hemlig talang: Kan cykla
enhjuling Har arbetat med e-
postmarknadsföring sedan 2002
Leder Emailvision* i Norden Älskar testning, och sina
barn*** Emailvision - i inkorgen sedan 1999470 anställda i Paris, London, Hamburg, New York, Bryssel, Amsterdam, Barcelona, Milano, Shanghai, Sao Paolo, Malmö, Stockholm, Helsingfors
** 4, vid senaste inräkningen
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Vi arbetar med t.ex.
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Våra 30 minuter tillsammans
Retentionsmarknadsföring via e-post
E-postmarknadsföringens roll i kundlivscykelnE-postkanalens karaktäristikVarför e-post?
The Road To Relevance
To-Do-lista i fyra stegHands-on exempelStrategisk planering
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Kundretention
Customer Retention is the activity that a selling organization undertakes in
order to reduce customer defections. en.wikipedia.org/wiki/Customer_retention
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webshopAffiliate Banners Meta
E-postmarknadsföring
TrafikskapandeLeadgenereringFörstagångsköp
leadkonverteringUpsell, Cross Sell
Viral, Återaktivering
SEM
Kundlivscykeln i e-handel
Kundretention
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slide 9marcus.nyman marcusnyman EMV_Scandinavia”SHOW ME THE MONEY!”
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”1USD spent on email in ecommerce gives 43 USD back”
From the US DMA economic impact study“Power of Direct”. Read more in:
www.emailvision.se/resurser-email-marketing/white-papers-rapporter
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Retention vs Acquistion metricsAcquistion
CPC 2 krCR 5%CPA 40 krEnstaka köp
Retentionemail 0.01 krOR 20%CTR 5%CR 5%CPA 4 krRepetitiva köp
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Styrkor / möjligheter
Kostnadseffektivt Inlärt beteende Branding Innehåll Social
Svagheter / risker
BakgrundsbrusSpamTraditionelltOn Brand
E-postkanalens karaktäristik
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To–Do list
Skapa en relation med mig
Förstå mig
Bli relevant för mig
Help Me Help You
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1. Skapa en relation med mig
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ArtigAnnorlundaAmbitiösAgressiv
Var, hur och varför?
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Inwear.dkQuid Pro Quo – bra eller dåligt?
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Make it REALLY easy
mytights.comGet to first base first
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Then to second
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2. Förstå mig
Sometimes you want to go where everybody knows your name, and they're always glad you came.
You wanna be where you can see, our troubles are all the same You wanna be where everybody knows your name.
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cottontraders.co.ukInteragera direkt i e-post
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uswitch.comInteragera i Preferenscenter
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Interagera kreativt
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sony.com
Dialog
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stminverltd.com
(Kunde det gjorts ännu bättre?)
Dialog
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Observera utan att fråga
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B2B – mer data, högre värde
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3. Var relevant för
Mig
Någon annan
Någon annan
Någon annan
Någon annan
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slide 28marcus.nyman marcusnyman EMV_Scandinavia”YOU HAD ME AT
HELLO!”
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Relevans, Relevans, Relevans
”Ett dåligt mail till en bra lista ger bättre ROI än ett bra mail till en dålig lista”
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”How nice of them to think of me”
Drayton Bird** en.wikipedia.org/wiki/Drayton_Bird
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Vad är motsatsen till relevant?
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87.3%
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The Rise of the Ultra Managed Inbox
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”Be a marketer, not a spammer”
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Motiverade insatser
Frequency
Recency
Value
Paralysis by Analysis
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Unikt värdeskapande
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meccabingo.comWin-back
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comparethemarket.comCyklisk kommunikation
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Brands4friends.deShopping cart abandonment
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hotelconnect.co.ukRelevans genom bildspråk
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sony.comRelevans genom innehållsmoduler
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Ämnesrad OR CTR CR Index
Tävla och vinn 10 000 kr 38.19 9.35 6.74 100
Vinn en SPA-helg värd 10 000 kr 35.76 11.03 9.19 136
Marcus, vinn en SPA-helg 38.01 15.45 10.67 158
Vinn en SPA-resa i Härjedalen 33.23 16.76 11.01 163
Relevans redan i ämnesraden
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Information /
Observations
Conclusion
Analysis
Akademisk uppsats
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Conclusion
Details
Background
Information
Sender NameSubject LinePreview Pane
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+23.03%
+10.60%
brands4friends.deInget krossar en uppfattning snabbare än statistik
?
?
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I Choose
I Need
I Become
AwareI Buy
I Use
I Enjoy
I Want
Från taktik till strategi 1
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Från taktik till strategi 2W
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Kundlivscykel
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slide 49marcus.nyman marcusnyman EMV_Scandinavia”4. HELP ME HELP YOU!”
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Facebooks ”Social Inbox”
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Social – en nästan gratis lunch
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10 000 Facebook Fans på 24 timmar
Youtube.com/emailvisionTV
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Storytelling
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EmailvisionTV
marcusnymanEMV_Scandinavia
Marcus [email protected]
Tack!