One-to-One e-mail marketing

Multichannel merchant webinar
Luc Vezina, GOT Corp, Brent Laderoute, West 49

Marketingsherpa - e-mail marketing source

SPAM - permission isn't always enough. If it isn't relevant, it becomes spam.
-filtering used to be based on content, now on reputation

Don't send same e-mail to your entire list. The right person, the right message, the right time.

Targeted content varies images, coupons, offers, calls to action, store addresses, contacts, senders (from) -- encourage loyalty for high spenders, and upsell for low spenders

Recency (right after an event), lifecycle (happy birthday e-mails), automated

Grow your list:
Collect e-mail at all points of contact (online, in person, etc.)
Subscription forms "above the fold" and on as many pages as possible
Explain the benefit of joining list, etc.
How much incentive?
How much is too much data? In subsription field... see when it gets to be too much information and sign-ups go down

Grow your list width
Append CRM data
Append transactional data
Customer surveys
Fill in the gaps (customers who have less info) - try one field at a time, like go through and get birthdays (favorite genres?)

Brief your team: Define your specific audiences
Create an e-mail calendar, don't over/under e-mail
Use dynamic segments when possible
utilize dynamic design
Integrate multiple sources of content

Split test - "The phrase that pays" -- see which way works better...

If didn't open/respond, send additional e-mail - different time of day, different e-mail message

Self-managed mailing:
Customer in dirvers seat
Describe the type of info they can expect
Estimate the frequency of each mailing type
Don't give too many options

Integrate with CRM

How often to e-mail: depends on the market that buys. If they buy daily, then mail more often. Monitor unsubscribe rate... if too often
One time big sale - how long does it take someone to decide to buy, match it to that cycle. Maybe match to how you get info about car sales?

Fields to ask for: Geography (no lawn mowers for snow), gender