Posts tagged ‘Behavioural Marketing’
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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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Behavioural email – Instant or targeted on behaviour
When is the best time to send a behavioural email?
Behavioural email is a hot topic nowadays; plenty of people want to add it as a key part of an overall conversion strategy. Of late the thing that seems to be generating the most column inches is around the best time to send these emails. So as someone that’s been doing behavioural email for longer than most I thought I’d throw my opinion out there. Read more »
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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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Benefits of an integrated online database
The benefits of a CRM marketing database and a single customer view are well understood by offline marketers. For some strange reason the same is not true when it comes to online marketing. Online marketers seem to be happy to have separate web analytics, email and e-commerce systems that do not talk to each other. This makes ROI activities such as behavioural marketing impossible to do.
Marketing is all about making the most relevant offers to consumers. Right offer, right person, right time and right channel. For example, if a customer abandons a shopping basket, email that customer with a link taking them back to their abandoned shopping basket. It’s good customer service and you get 2-4% extra sales. In the current economic climate something not to be sniffed at. To do this you simply need your web analytics to be joined up with your email, but for some reason in the real world it’s not so simple. Why is this?
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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 »
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Offline and online is not so different…
Database Marketing – April 2008
Twenty years ago marketers scoffed at the thought of banks basing their data around account numbers rather than customers. Today online marketers are doing the same thing. Let me explain. Web analytics packages are rarely integrated with email databases, web content or CMS systems. Unique visitors are measured with little idea of how many visits it really takes to convert a prospect. Online data is completely separate from offline data. The marketing investment in each channel is made with little reference to the others. Today online marketing promises so much but is yet to deliver the goods.
