What we learned at the e-mail restart conference

The email restart conference in January is perhaps the biggest event in the industry. Even if it wasn't, it was definitely worth being on it. Not only lecturing, like colleague Jakub, but also listening to smart minds in the field. 

For those who were not there, Marek Růžička prepared some interesting observations. And also a link to the lectures that took place in the hall of the Dlabačov cinema in Prague. 

What metrics are important? 

Jarda Kaucký, Zoot's head of marketing advises one important thing: Neberte e-mailing tool for mass raids for free to all clients. Take him as a rare tool for retention marketing. 

Segmentation does not replace a mass raid, but high efficiency, personal communication and in connection with automation is the right way. 

According to Kaucký, which metrics are important? 

• RFM (Recency, Frequency, Monetary) and other segmentation
• CLV (Customer Lifetime Value)
• Margin
• Acquisition 

Law and mailing 

January changes in legislation for the hundred and fifty-first, because he still doesn't know a lot of us. Petra Stupkova from the law office Legitimacy, where they specialize in e-commerce and online, she therefore tried to explain it to everyone again - at least for us it was perfectly understandable. 

So two pieces of advice

Never sign anyone up for mailing lists unless they have the option to opt out. It is enough to tick the option of not agreeing to receive news when ordering or, in the case of pop-up windows, to automatically grant consent to data processing.  

If you also use SMS, there must also be an option to unsubscribe directly – a link to unsubscribe is not enough. 

Acquisition through advertising

He brought an interesting case study Luboš Seget of Profession. He performed acquisition strategy contacts through collection emails in Facebook and Google Ads campaigns. It's definitely an interesting alternative to collecting contacts.

Correct segmentation is the basis of success 

Jan Jelínek of Alensy shared his experience with RFM segmentation. From our point of view, the sophisticated strategy of dividing customers into groups and working with them in different ways has brought great success.

Follow-up work with individual groups and moving customers between them was the basis of this success. As well as evaluation according to metrics other than openrate and clickrate.

We recommend his presentation as our secret tip.

The cookie apocalypse and how to avoid it 

Renowned analyst Jan Tichý of Taste points out the changes that await us with the end of third-party cookie support. E-mailing will gain even more importance. You just need to think correctly.

From the end of next year, support for 3rd party cookies. You will have all the data just by registering on the website. Email address communicated during this registration will happen according to Tiché the centerpiece of all marketing with that. He even claims in the lecture that in a year the cards will be distributed again in the market, because whoever does not catch the work with user data by the right end will cry. 

Gamification as a tool for collecting contacts 

Our Jakub Malý demonstrated to everyone how to collect contacts in the form of games and what it will bring for great numbers compared to the standard ways. We all like to play and the numbers from our clients only confirm this. At Yves Rocher, more than tripled the conversion rate to get contact up to 28.8 %. 

Then he peeked in briefly the future of e-mailing. How to be able to prepare an e-mail interactively today and thereby increase the conversion rate from mailings. Do you want to send such emails too? Just call or write. 775 505 477, online@www.promogen.cz