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Email is #1 for ROI

Cross-tabulation of responses for ‘Which practices are part of your email marketing efforts?’ (advanced segmentation) and ‘How do you rate the following channels (email marketing) in terms of return on investment?’

Marketers who employ advanced techniques

get better ROI

Challenges

1. Integrating data

2. Where to focus

3. Lack of resources / time / skills

4. Lack of technology

5. Developing processes and rules

Advanced email tactics – like a box of chocolates…

• Basic and advanced segmentation

• Mobile responsive templates

• Encouraging social sharing

• Re-marketing

• Use of video content

• Multi-channel triggers

• Content personalization

• Location-based content

• Lead nurturing

• Lifecycle programs

• Promoting customer

ratings and reviews

• Dynamic content

• Behavioural targeting

• Lead scoring

• Dynamic social feeds

• Real-time content

• Progressive profiling

Personalization across the lifecycle…

Cross-sellprograms

Replenishment

Abandon Basket Re-engagement

Winback

Breed-specific CRM

Tailored Welcome Programs 1st purchase

incentive (welcome journey)

Welcome Convert Nurture Repeat purchase

Re-activation

£

Pre- and Post-journey (travel)

Ratings & Reviews (travel)

Results

• 60% open rates

• 50% click-to-open rates

• 3 - 10x higher conversion rates

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About Wolseley

Wolseley is the world’s largest trade distributor of plumbing and

heating products and a leading supplier of building materials. ..

TAKE FROM WEBSITE

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• Targeted email campaigns (Segment Builder)

• Small customer contact strategy (Smart Blocks)

• Abandoned Basket

Email Personalization

• Countdown timer

• Pop-ups

Website Personalization

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Targeting and Personalization

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Behavioural triggers

Results

Targeted email campaigns:

• 39% open rate

• 4.3% average click-through rate

Product recommendation blocks:

• Average open rate has increased from 28% to 45%

• Average click-through rate from 2.5% to 5%.

Abandoned basket campaign:

• £66,446 in recovered value

• 2.9% sales uplift overall

1. Start with

the customer

2. Be clear on

your goals

3. Get buy-in

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Final Points

• Invest. Your email ROI will thank you

• Do what’s right for your customer and your

business (tactics are just tools, not an end in

themselves)

• Start small and build on it

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