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Kom närmare dina kunder och sälj mer med e-postmarknadsföring Marcus Nyman Regional Manager Emailvision Scandinavia
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Marcus Nyman Regional Manager Emailvision Scandinavia The Jerry Maguire guide to email marketing
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slide 3 marcus.nymanmarcusnyman EMV_Scandinavia Din guide i e-postdjungeln Marcus Nyman Hemlig talang: Kan cykla enhjuling Har arbetat med e- postmarknadsföring sedan 2002 Leder Emailvision* i Norden Älskar testning, och sina barn** * Emailvision - i inkorgen sedan 1999 470 anställda i Paris, London, Hamburg, New York, Bryssel, Amsterdam, Barcelona, Milano, Shanghai, Sao Paolo, Malmö, Stockholm, Helsingfors ** 4, vid senaste inräkningen
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slide 4 marcus.nymanmarcusnyman EMV_Scandinavia Vi arbetar med t.ex.
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slide 5 marcus.nymanmarcusnyman EMV_Scandinavia Våra 30 minuter tillsammans Retentionsmarknadsföring via e-post E-postmarknadsföringens roll i kundlivscykeln E-postkanalens karaktäristik Varför e-post? The Road To Relevance To-Do-lista i fyra steg Hands-on exempel Strategisk planering
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slide 6 marcus.nymanmarcusnyman EMV_Scandinavia
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slide 7 marcus.nymanmarcusnyman EMV_Scandinavia Kundretention Customer Retention is the activity that a selling organization undertakes in order to reduce customer defections. en.wikipedia.org/wiki/Customer_retention
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slide 8 marcus.nymanmarcusnyman EMV_Scandinavia webshop Affiliate BannersMeta E-postmarknadsföring Trafikskapande Leadgenerering Förstagångsköp leadkonvertering Upsell, Cross Sell Viral, Återaktivering SEM Kundlivscykeln i e-handel Kundretention
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slide 9 marcus.nymanmarcusnyman EMV_Scandinavia ”SHOW ME THE MONEY!”
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slide 10 marcus.nymanmarcusnyman EMV_Scandinavia ”1USD spent on email in ecommerce gives 43 USD back” From the US DMA economic impact study “Power of Direct”. Read more in: www.emailvision.se/resurser-email-marketing/white-papers-rapporter
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slide 11 marcus.nymanmarcusnyman EMV_Scandinavia Retention vs Acquistion metrics Acquistion CPC 2 kr CR 5% CPA 40 kr Enstaka köp Retention email 0.01 kr OR 20% CTR 5% CR 5% CPA 4 kr Repetitiva köp
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slide 12 marcus.nymanmarcusnyman EMV_Scandinavia Styrkor / möjligheter Kostnadseffektivt Inlärt beteende Branding Innehåll Social Svagheter / risker Bakgrundsbrus Spam Traditionellt On Brand E-postkanalens karaktäristik
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slide 13 marcus.nymanmarcusnyman EMV_Scandinavia To–Do list Skapa en relation med mig Förstå mig Bli relevant för mig Help Me Help You
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slide 14 marcus.nymanmarcusnyman EMV_Scandinavia 1. Skapa en relation med mig
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slide 15 marcus.nymanmarcusnyman EMV_Scandinavia Artig Annorlunda Ambitiös Agressiv Var, hur och varför?
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slide 16 marcus.nymanmarcusnyman EMV_Scandinavia Inwear.dk Quid Pro Quo – bra eller dåligt?
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slide 17 marcus.nymanmarcusnyman EMV_Scandinavia Make it REALLY easy mytights.com Get to first base first
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slide 18 marcus.nymanmarcusnyman EMV_Scandinavia Then to second
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slide 19 marcus.nymanmarcusnyman EMV_Scandinavia 2. Förstå mig Sometimes you want to go where everybody knows your name, and they're always glad you came. You wanna be where you can see, our troubles are all the same You wanna be where everybody knows your name.
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slide 20 marcus.nymanmarcusnyman EMV_Scandinavia cottontraders.co.uk Interagera direkt i e-post
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slide 21 marcus.nymanmarcusnyman EMV_Scandinavia uswitch.com Interagera i Preferenscenter
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slide 22 marcus.nymanmarcusnyman EMV_Scandinavia Interagera kreativt
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slide 23 marcus.nymanmarcusnyman EMV_Scandinavia sony.com Dialog
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slide 24 marcus.nymanmarcusnyman EMV_Scandinavia stminverltd.com (Kunde det gjorts ännu bättre?) Dialog
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slide 25 marcus.nymanmarcusnyman EMV_Scandinavia Observera utan att fråga
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slide 26 marcus.nymanmarcusnyman EMV_Scandinavia B2B – mer data, högre värde
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slide 27 marcus.nymanmarcusnyman EMV_Scandinavia 3. Var relevant för Mig Någon annan
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slide 28 marcus.nymanmarcusnyman EMV_Scandinavia ”YOU HAD ME AT HELLO!”
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slide 29 marcus.nymanmarcusnyman EMV_Scandinavia Relevans, Relevans, Relevans ”Ett dåligt mail till en bra lista ger bättre ROI än ett bra mail till en dålig lista ”
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slide 30 marcus.nymanmarcusnyman EMV_Scandinavia ”How nice of them to think of me” Drayton Bird* * en.wikipedia.org/wiki/Drayton_Bird
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slide 31 marcus.nymanmarcusnyman EMV_Scandinavia Vad är motsatsen till relevant?
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slide 32 marcus.nymanmarcusnyman EMV_Scandinavia 87.3%
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slide 33 marcus.nymanmarcusnyman EMV_Scandinavia The Rise of the Ultra Managed Inbox
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slide 34 marcus.nymanmarcusnyman EMV_Scandinavia ”Be a marketer, not a spammer”
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slide 35 marcus.nymanmarcusnyman EMV_Scandinavia Motiverade insatser Frequency Recency Value Paralysis by Analysis
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slide 36 marcus.nymanmarcusnyman EMV_Scandinavia Unikt värdeskapande
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slide 37 marcus.nymanmarcusnyman EMV_Scandinavia meccabingo.com Win-back
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slide 38 marcus.nymanmarcusnyman EMV_Scandinavia comparethemarket.com Cyklisk kommunikation
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slide 39 marcus.nymanmarcusnyman EMV_Scandinavia Brands4friends.de Shopping cart abandonment
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slide 40 marcus.nymanmarcusnyman EMV_Scandinavia hotelconnect.co.uk Relevans genom bildspråk
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slide 41 marcus.nymanmarcusnyman EMV_Scandinavia sony.com Relevans genom innehållsmoduler
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slide 42 marcus.nymanmarcusnyman EMV_Scandinavia ÄmnesradORCTRCRIndex Tävla och vinn 10 000 kr 38.19 9.356.74100 Vinn en SPA-helg värd 10 000 kr35.7611.039.19136 Marcus, vinn en SPA-helg38.0115.4510.67158 Vinn en SPA-resa i Härjedalen33.2316.76 11.01 163 Relevans redan i ämnesraden
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slide 43 marcus.nymanmarcusnyman EMV_Scandinavia Information / Observations Conclusion Analysis Akademisk uppsats
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slide 44 marcus.nymanmarcusnyman EMV_Scandinavia Conclusion Details Background Information Email Sender Name Subject Line Preview Pane
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slide 45 marcus.nymanmarcusnyman EMV_Scandinavia +23.03% +10.60% brands4friends.de Inget krossar en uppfattning snabbare än statistik ? ?
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slide 46 marcus.nymanmarcusnyman EMV_Scandinavia I Choose I Buy I Use I Enjoy I Need I Become Aware I Want Från taktik till strategi 1
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slide 47 marcus.nymanmarcusnyman EMV_Scandinavia Från taktik till strategi 2 Welcome &guarantee information Sony Home Entertainment Lifecycle Registration 168 days 0 Same day Movies & Blu-Ray Disc TM 28 days Bring the cinema home 56 days Bring gaming to life 140 days Thank You –Product Survey 14 days Experience the futurenow Expand your Horizons 84 days Your life in HD 112 days
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slide 48 marcus.nymanmarcusnyman EMV_Scandinavia Kundlivscykel
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slide 49 marcus.nymanmarcusnyman EMV_Scandinavia ”4. HELP ME HELP YOU!”
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slide 50 marcus.nymanmarcusnyman EMV_Scandinavia Facebooks ”Social Inbox”
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slide 51 marcus.nymanmarcusnyman EMV_Scandinavia Social – en nästan gratis lunch
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slide 52 marcus.nymanmarcusnyman EMV_Scandinavia Created a facebook page, customers wanted to contribute to. Used email database to get 10,000 fans in 24 hours 10 000 Facebook Fans på 24 timmar Youtube.com/emailvisionTV
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slide 53 marcus.nymanmarcusnyman EMV_Scandinavia Storytelling
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slide 54 marcus.nymanmarcusnyman EMV_Scandinavia EmailvisionTV marcusnyman EMV_Scandinavia Marcus Nyman mnyman@emailvision.com www.emailvision.se Tack!
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