Your SlideShare is downloading. ×
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to

132

Published on

Digital Marketing Theatre - 17th June, 10:30-11:00 …

Digital Marketing Theatre - 17th June, 10:30-11:00

Personalised email content based on individual subscriber preferences is already widely used, but a quantified understanding of subscriber engagement is now emerging as a valuable new insight into past, current and most importantly future customer behaviour. This presentation explores some of the latest developments, applications and benefits of 'engagement' profiling.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
132
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How engaged are your customers, how do you know and why should you care? Tony Kent Sign-Up.to
  • 2. 1. How engaged are your customers, how do you know and why should you care?
  • 3. Engagement en·gage·ment [en-geyj-muhnt] Noun Ah yes , and .. What is engagement?
  • 4. Specifically .. customer engagement Engagement en·gage·ment [en-geyj-muhnt] Noun a pledge, an obligation or agreement the act or state of interlocking • Bringing customers close to your brand • Developing a high quality customer relationship • Creating a state of mutually valuable interaction .. your
  • 5. Specifically .. e-marketing engagement Typical email engagement characteristics • Highly engaged - Regular open, click through and transact - Brand champions to peers and colleagues • Passive - Opens, irregular visit, average/low completion • Disengaged - Habitual non-read/delete, no recent purchase • Lost (unsubscribed) - No interest, potential brand detractor ..
  • 6. Permission Permission is the foundation of all engagement The way to make advertising work again “the privilege (not the right) to delivering anticipated, personal and relevant messages to people who actually want to receive them” .. Turning strangers into friends and friends into customers
  • 7. How engaged are your customers, 2. how do you know? and why should you care?
  • 8. Engagement profiling Profiling for “precision marketing” – collecting insight • Engagement is 1 of 5 profiling “dimensions” 1. Engagement 2. Geo-location 3. Profiles 4. Lists 5. Frequency
  • 9. Engagement profiling Dimensions and Audiences • Dimensions are used to create segmented data “audiences” • Audiences are a dynamic data segmentation • Audiences can comprise 1 or more profile dimensions • Include/exclude type operations
  • 10. Engagement profiling Engagement scoring algorithm • In-house developed engagement algorithm • Implemented across all Sign-Up.to customer accounts and campaigns • Automatically measures quality of customer e-relationship over time • Based on multiple parameters including .. • Frequency of interaction • Quantity of interaction • Type/quality/depth of interaction
  • 11. Engagement profiling What you need to know .. • 5* Highly engaged • 3* Average • 1* Disengaged • Initial subscription = 3* • Score increases with +ve subsequent behaviour • Score decreases with –ve behaviour and time ..
  • 12. Engagement profiling Engagement algorithm – some background • Starring bands are based on both theoretical and empirical data • Bands 1*-5* are non-linear between min & max (for accurate reflection across range of scenarios) • New data is initially assigned a null rating • Campaign interactions (open, click, forward, complete) are given weighted engagement increments • Opt-in completion is a key engagement indicator ..
  • 13. Engagement profiling Engagement algorithm – some more background • Multiple single campaign interactions gain additional engagement increments • Passive engagement is long-term negative • Non-engagers progressively decay in their star rating over time • Habitual non-engagers decay proportionately more rapidly ..
  • 14. Advantages • Quantitative measure of an abstract concept • Multi-input algorithm provides a holistic view • Automated process – KPI’s are updated automatically as campaigns are executed • Rating is dynamic – results are continuous • Legacy data can be included from replayed historic campaigns • Engagement score is available for use in segmenting data and targeting future campaigns .. Engagement profiling
  • 15. 0 500000 1000000 1500000 5* 4* 3* 2* 1* Typical engaged audience profile Characteristics • Engaged • Regular communication schedule • Subscribers building • Lots of highly engaged subscribers • Proportion of highly engaged subscribers increasing over time ..
  • 16. Typical disengaged audience profile 0 500000 1000000 1500000 2000000 5* 4* 3* 2* 1* Characteristics • Disengaged • Irregular communication produces spiky profile • Subscribers building but.. • Engagement diminishing over time • 1* subscribers increasingly dominant
  • 17. eCommerce/retaileCommerce/retail Case study engagement profiles %ofsubscribers 5* 1* 5* 1*
  • 18. Case study profiles eCommerce/retailPublisher %ofsubscribers 5* 1* 5* 1*
  • 19. Case study profiles Financial servicesEvents/Promotion %ofsubscribers 5* 1* 5* 1*
  • 20. Using engagement Collect insight for enhanced subscriber intelligence • Understand the relative engagement of: - your overall subscriber data - specific subscriber groups - individuals within your audience • Integrate into your CRM for sales intelligence • Gain a better understanding of specific and long-term campaign performance • Create audience list segmentation according to engagement history – for future campaign use ..
  • 21. Using engagement Customise campaigns for specific behaviour groups • Reward, nurture and re-engage • Use to reward and progress engaged subscribers - Loyalty schemes, VIP offers • Use to nurture average engagement subscribers - Entice with upsell promotions • Use to re-connect with disengaged subscribers - re-engagement campaigns, different messaging, offers, returning discounts, welcome emails ..
  • 22. Reconnecting with low engagers • B2B professional development seminar company Target Campaign Audience
  • 23. Reconnecting with low engagers • Subscription renewal • 2,500 subscribers • 1-3* rating • Low open rate • 6 renewals • Typical 10% open • Now 20-30% with cleaned data • B2B professional development seminar company
  • 24. Rewarding high engagers • B2C live audience ticketing company Target Campaign Audience
  • 25. Rewarding high engagers • Average open rate 18% • 307,000 5* sends from 1.4 million (20.7%) • Valued members campaign open rate 61% • B2C live audience ticketing company
  • 26. How engaged are your customers, how do you know 3. and why should you care?
  • 27. Why should you care? Engagement impacts key business challenges .. • Increasing revenue and profits • Growing customer base and market share • Managing costs, maximising investment ROI, value • Positioning, boosting brand and reputation • Increasing competitiveness • Skills shortages and talent management • Managing compliance, risk, continuity and regulatory issues • Enhancing customer experience and relationship • Operational excellence and profitability – lean, agility • Sustainability, long-term commercial outlook
  • 28. Why should you care? Engaged customers drive sustainable revenue .. • Good news for your future business • Successful companies look at the initial sale as a way of earning a lifelong customer (Sage) • Loyal customers typically account for 80% of company profit • Loyalty is a hugely powerful buying factor • Increased engagement increases resale and upsell from 30%-50% (Forbes)
  • 29. Why should you care? Engaged customers are your brand advocates.. • Good news for your brand • Engaged customers are valuable brand advocates • (.. check your Net promoter Score, for % brand advocates and detractors) • Their networks significantly increase your own marketing reach • Referral – 65% of new business comes from referral (NYT) • 83% of satisfied customers are willing to refer ..
  • 30. Why should you care? Engaged customers drive revenue .. • Good news for your Sales team • New customer acquisition costs are high • Customer retention is good sales-sense • Referred prospects have far higher closure potential (>50%) • Repeat customers spend more and are typically less price sensitive • Returning customers spend more on each subsequent transaction ..
  • 31. Good news!
  • 32. • Software developer & service provider • Hospitality, Retail/eCommerce, Events, Public .. • e-marketing - 100% Permission based - Specifically high-engagement, targeted, relevant • Self-service platform – Email, SMS & social media • Support, training etc • Professional management services - Customisation - Campaign outsourcing - Strategic guidance Sign-Up.to
  • 33. Free guides - www.signupto.com/resources • Coffee break guides to email and SMS marketing • 2014 UK email benchmark report • Precision marketing using audience dimensions Free seminars - www.signupto.com/resources/events • Discovery morning (11-Sep, 27-Nov) – London Free software - www.signupto.com/internet-world Or visit us on stand IW688 Further resources – stand IW688

×