Data-Driven Email Marketing, Made Easy, dotMailer

Data-Driven Email Marketing, Made Easy

How to double or even treble your email marketing response rates

A ‘Hitting the Mark’ seminar, hosted by dotMailer and presented by dotMailer director Skip Fidura

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Growing and enriching your database

A step by step, practical plan

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What’s the problem?

• ‘Unclean’ email lists• Not enough useful data on customers

and prospects• Not enough focus on targeted,

personalised content• Don’t know where to start

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A practical step-by-step approach

• Your customer journey• Touch point tracking• Data ranking• What’s worth knowing• Data hygiene, shelf-life and automation• 15 ways to enrich your email lists

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• List all the ways your customers and prospects interact with your business – across all functions

• Searching for you• Checking you out• Buying from you• Recommending you• Hanging out• Third parties

Your customer journey

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Touch-point tracking

• Leverage each customer touch point into an opportunity to collect relevant, usable data

• List out each touch point• List out opportunities to capture data at each

point• Think about what works for different channels,

e.g

* Phone * Website * Social Media * Transactional Emails * Mobile * Direct mail *

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Data ranking

What makes a piece of data worth collecting?

• How easily and accurately can you collect it?

• What is the shelf life of the data?• How can it drive content?Score and rank your list of variablesCreate your hit list

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So what’s worth knowing?

Your objectives? Your key email success drivers?

• B2C or B2B?• The individual, the organisation, or both?• What do they look like?• What do they like?• What do they do?

@dotMailer @SkipFidura #data

Data hygiene, shelf-life and marketing automation

• Look for gaps in your database, and fill them• Data shelf life – plot it and

refresh it• Update the data as it changes• Automate the cleaning

process

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15 sure-fire ways to enrich your email lists with data that will drive:• More opens• More clicks• Fewer complaints• Fewer unsubscribes• Greater ROI

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1. Online surveys

2. Website newsletter signups

3. Triggered ‘thank you’ emails

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4. Social media ‘pulling’

• Survey your database to discover which social networks they use and in what contexts

• Use tools like Tweetdeck to monitor conversations relevant to your brand

• Set up Google Alerts to identify when and where related content is being published

• Check out theconversationprism.com for an view of the social networks to consider

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5. Capture your Facebook visitors’ data

6. Capture your blog visitors’ data

7. Share signup form and data capture form links on Twitter

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8. Leverage other marketing activity

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8. Simple competitions

9. Viral competitions

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Dynamic referral link served via webpage and email

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11. Remote and mobile data capture – where you are

12. Remote and mobile data capture – where they are

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Consumers should not have to remember your message.

Make it easy

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13. Reactivations

14. Offer added value in exchange for rich data

15. Google Adwords with built-in contact form

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Crystal Palace Hijacks “Free Time”

21

ProblemCrystal Palace Football Club get’s up to 25,000 attendees into the ground for each home match but will only get the address of the ticket purchaserSolutionLeverage assets within the ground to capture everybody else

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Crystal Palace Leverages a Global Fan Base

Thank you for listening

Any Questions?

www.dotmailer.co.uk/sellmore