Using Social & Customer Data for Greater Email Relevancy

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Using Social & Customer Data for Greater Email Relevancy

  1. 1. Customer Connections: Using Social & Customer Data for  Greater Email Relevancy Stephanie Miller VP, Email & Digital Services, Aprimo @StephanieSAM Email Focus Week
  2. 2. © 2010 Aprimo, Inc. Trusted provider of integrated marketing software for marketers and  their extended marketing communities
  3. 3. Email ROI  Puts  Stars  In Our Eyes
  4. 4. 6
  5. 5. 7 The Inbox is Fragmenting.
  6. 6. 8 Engagement is the new metric to watch.
  7. 7. 9
  8. 8. Subscriber Covenant 10
  9. 9. The Truth.
  10. 10. Typical Email Marketing Stream 12 Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?
  11. 11. Lifecyle‐based Email Marketing 13 Welcome!  We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?
  12. 12. 14
  13. 13. Message Person Time Every time.
  14. 14. Wherefore Art Thou Data? Customer Email Responses Call Center Sales Team Database Online
  15. 15. Multi Channel Synergy:  Dream or Reality? Social Media Micro-segments Customer Preferences Test & Learn Behavioral Targeting Dynamic email templates Best Practices Campaign Analysis Mobile Strategies WHAT’S NEXT? Data IntegrationAutomation Triggered Dialog
  16. 16. Assess Your Own State of State
  17. 17. Readily Available Opportunities Data Source Connect Purpose Measure Purchase data Transaction  engine To web content  engine and  email program Increase revenue Sales Web Session  Length Web tracking  (Google  Analytics,  Omniture) To lead  nurturing  campaigns Improve relevancy and  timing Response rates  by segment Visitor Tracking Advanced Web  Tracking  (Omniture) To web content  engine and  email program Improve  relevancy Conversion to  the next step Social Influence ‐ Counts Services (Twitter,     Facebook,  Linked IN) To email  program Attribution  and Impact of  email Rise in social  activity Social Influence  – Affinity Social listening  tools (Radian6, Flowtown) To all outbound  communications Speak the  language of a  community Response rates  by content type
  18. 18. Social Data: Value? • Listening • Activity • Aggregate • Membership • Interest • Affinity • Influence • Behavior • Community
  19. 19. Social Data & Email Connectors Unique identifier Recency Relevancy Unique identifier Dynamic Content Tracking
  20. 20. Have a Purpose
  21. 21. 24
  22. 22. 1. Audit Data Sources
  23. 23. Mobile Collection
  24. 24. Mobile Collection
  25. 25. Mobile Stand Out
  26. 26. Mining for Behavioral Data Test1 Test2 Test3 0.36% 2.40% 0.54% 0.08% 0.35% 0.05% Response Rates Behavioral Targeting Demographic
  27. 27. Allow Customers to tell you… Self Reported Demographic 1.0% 0.1% Conversion Based on Targeting
  28. 28. 2.  Translate Info into Data
  29. 29. Lifecycle Email
  30. 30. Lifecycle Email
  31. 31. missHinterland =  mhntlnd233@aol.com Append record>> YES SHOES Twitter Tracking
  32. 32. Sale on Saturday Tweet on  Tuesday Track Influencers Thank Influencers Tweet Next  Event Celebrate  Influencers  via Email Influencer  Email Offer 
  33. 33. Personally Social
  34. 34. 3. Model & Prioritize
  35. 35. Lifecycle Email
  36. 36. Preference Driven
  37. 37. Reviewer Influence
  38. 38. 4. Test Segmentation
  39. 39. Use What  You Know
  40. 40. 5.  Lather, Rinse & Repeat
  41. 41. Just get started!
  42. 42. Questions For  a copy of this deck, just email  Stephanie.Miller@Aprimo.com or @StephanieSAM

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