Posts tagged ‘Behavioural Email’
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How to get more from your email this Christmas
Catalogue e-business – July 2010
We’ve seen a shift in catalogue marketing moving towards better targeting and more channels. In the eighties, catalogues mainly used off-the-page advertising for customer aquisition. The nineties saw the advent of co-op databases, such as Abacus and Transactis, which led to an increase in direct mail targeting. With the new millennium the Internet started to generate meaningful sales for cataloguers. In the next decade catalogues will use more effective online targeting tools such as behavioural email.
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What can we do about customers abandoning their shopping baskets?
As promised here is the follow up to my December blog about why customers abandon their shopping baskets.
Below I’ve given some tactical ideas on how to target and engage with these distinct segments.
Wish List’ers
They spend hours online. They look at every option and test the varieties. They may never buy from a company but they sure will fill their shopping basket up with things they wish they could buy. Offline they are called window shoppers. They are often the young, energetic and underfunded.
For these guys you need to create a sense of real urgency. Make them realise NOW is the time to buy. Limited stock…end of sale…4 hour offers…All help speed these orders through the checkout. Use emails leading with the most appropriate offer to catch the attention of these wish list shoppers who have not yet decided to buy, but want to. They just need the right excuse. Read more »
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Evolution of behavioural email
I’ve been asked to write a piece for a magazine about the future of behavioural email and as any good historian knows, before you start writing about the future you need to understand the past. So I thought I’d write down a few lines about how behavioural email has evolved over the last 10 years (it really has been around that long).
The first genuine example I can find of behavioural email (that’s email driven off behavioural information not simple transaction confirmation emails) was William Hill in 2001 with a registered and not deposited email targeting users that were warm (registered but had not deposited any money). Read more »
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Is your email marketing moving in the right direction?
Looking back, I am surprised about the speed of development and thinking amongst emailers in 2009. It seems to me that all but the most backward of mailers have finally stopped bulk sending, chided as they were by deliverability concerns. The real sea change, however, is the recognition that in email terms less is often more (revenue, that is!). 2009 was also the year triggers became central to most email strategies, mobile handsets began truly to manage email and email platforms became integrated with social media. Read more »
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Why do customers abandon their shopping baskets?
Why are we here? Who started the big bang? Why is the sky blue? Why on earth do customers abandon their shopping baskets??! There are some eternal questions people regularly ask; I’ll just focus on the last one in this blog….
Have you ever watched someone browsing around a high street shop? They bumble in after seeing the well groomed mannequin in the window, they thumb through the racks, may even try something on that is just a bit ‘too trendy for them’…well exactly the same thing happens online. Read more »
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7 habits of highly effective email marketers
We all know about the huge revenue generating potential of email marketing; the potential to communicate to customers at hyper speed for a fraction of the cost of a piece of snail mail…BUT we also know that not done effectively it can eat into the time and resources of a marketing team. Email marketing requires specialist knowledge and in today’s fast moving environment it also requires flexible minds to constantly tweak and evolve the plan to react to what the competition and the ISPs do to change the landscape. In my time working with some of the greatest minds in email marketing I’ve identified 7 habits which really set the most effective email marketers apart from the rest. Read more »
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The future of email marketing
It seems to me that there is a lot of confusion around the terms behavioural marketing and targeting, in both what they mean and how you can carry it out effectively. This is not good for the marketer searching for the right supplier.
For those direct marketers out there, targeting messages to achieve greater relevance and, thereby, results, is traditionally achieved through database segmentation or ‘RFM’ data… ie what, when and how much the customer has spent with that company, underpinned perhaps by demographic and lifestyle data. Read more »
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Recession Busters: Behavioural Email
Marketing Magazine – May 2009
The best way to over come the fatigue of consumers bombarded by email and improve your ROI is behavioural email, says Mark Patron.
Email, more so than perhaps any other channel, is having a good recession. That’s because it’s a cost-effective, fast and flexible way of getting your commercial message to interested parties. It will come as no surprise that email volumes overtook those of direct mail some time ago.
Yet while the best thing about email is low cost, it’s also the worst.
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RFM segmentation: Using data to drive customer value
One of the most commonly used forms of segmentation is RFM (recency, frequency and monetary value). RFM is a good way to define and understand customer value. As well as helping customer development it can also form the basis of a good customer retention strategy.
What is segmentation?
Segmentation is the process of partitioning markets into groups of customers and prospects with similar needs and/or characteristics who are likely to exhibit similar purchase behaviour. Strategic segmentation is for planning business and marketing strategy. Tactical segmentation is when a marketing manager wishes to prioritise marketing activities across a fairly large customer base, targeting certain products, offers and creative to certain customers. A good segmentation strategy supports both strategic and tactical activity. Read more »
