1. Seeing is Believing i.e. Conversation Manager Anne-Celine Bringer - Account Development Lead

2. Gain 20/20 vision using a new visual tool that will make your campaign management more efficient, effective and easy to do

3. Meet John John is the email marketing manager for a high street fashion retailer with a fully functioning e-commerce site The algorithmic attribution model is showing that email drives about 32% of online revenue. It is a key part of the brand’s online success. John has been given 3 objectives for the next 6 months: Improve the ROI of the email channel Reduce database attrition Increase the number of site visits His budget is limited and his team consists of 3 over-worked people including him.

4. What John Knows Thanks to his e-Dialog team and their Startegy & Analytics team, John knows: His database is about 350,000 users of which around 25% are actively engaged with email Acquisition is around 4,800 a day of which about 60% come from having made a purchase on the site Engagement is average: Avg open rate is 14% Avg. unique click rate is 1.7% Avg conversion rate as % of clicks is 4% Optout is significant within the first 10 days of optin AOV is about £90

5. 1. WELCOME SEQUENCE 2. FIRST TIME BUYER SEQUENCE 3. REACTIVATION SEQUENCE

6. What John Needs Strategy. A contact strategy for each sequence Data. An understanding of Where the data comes from What data is available to use for segmentation and custom publishing Creative. A compelling creative for the various touches Analytics. A clear understanding of what the KPIs are and what success looks like

7. “You never get a second chance to make a first impression” Programme selected: Welcome Sequence. Today’s Programme: Real-time Welcome email 1.Confirms Sign-up 2.Welcomes user Ad hoc email stream Sign-up

8. So let’s make it a good one! Proposed Programme: Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up £ Click?Open? £ Redeem? First Time Buyer Sequence Real-time Welcome email

9. Where does the data come from?

10. Are my emails set up in Campaign Builder?

11. Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up £ Click?Open? £ Redeem? First Time Buyer Sequence Real-time Welcome email

12. Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up £ Click?Open? £ Redeem? First Time Buyer Sequence Real-time Welcome email

13. Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up £ Click?Open? £ Redeem? First Time Buyer Sequence Real-time Welcome email 6 emails are needed:  Feature 1  Feature 2  Feature 2 + Poll  Browsed products  Browsed products + Voucher  Voucher Redemption Reminder

14. Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up £ Click?Open? £ Redeem? First Time Buyer Sequence Real-time Welcome email Recipient Action

15. Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up £ £ Redeem? First Time Buyer Sequence Real-time Welcome email Click?Open? Insight Builder Query “Has made a purchase in past 7 days”

16. Feature # 1 Yes No Feature # 2 + Poll to engage Yes No Browse Products Yes No Yes No Voucher +Browse Products Yes No Reminder Email Sign-up Redeem? First Time Buyer Sequence Real-time Welcome email Profile Data Offer = Y or N Click?Open? £ £

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