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DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
DMA North: Email customer lifecycle
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DMA North: Email customer lifecycle

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  • 1. Email Customer Lifecycle
  • 2. Connect with the DMA…• The #tag for this event is: #dmaemail• LinkedIn: DMA: Direct Marketing Association (UK) Limited• Twitter: @DMA_UK/ @DMANorth• DMA Website: http://www.dma.org.uk• Email: dma@dma.org.uk or events@dma.org.uk• Phone: 020 7291 3300 or 0161 918 6722
  • 3. Today’s agenda• 13.30 – 14:00 Registration and Coffee• 14.00 – 14.10 Welcome and Introduction• 14.10 – 14.40 Grow your lists, Kieran Shanahan, DMRI• 14.40 – 15.10 Convert those lists. Stefan Elliot, Six Serving Men• 15.10 – 15:40 Refreshment Break• 15.40 – 16:10 Engage your customers, Andrew Campbell, 20:20 Dialogue• 16:10 – 16:40 Win them back, James Bunting, Communicator Corp• 16:40 – 17:00 Panel Debate and Close
  • 4. List Growth Presented By Kieran Shanahan  www.dmri.co.ukDMRi Ltd.West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 refZ4579096 |Member of the Direct Marketing Association.
  • 5. Content • Optimising your sign up page. • How to encourage the right people to sign up. • Maximising off line, Social media, content sites etc.• White labels and Content  • Using 3 parties to Grow Your Lists • Data Validation and Append • List rental.   • Lead generation. • Foundations for List Growth– CDI and MDM• Summary.  DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 6. Optimising your sign up page • What was the last thing you signed up for and why?• Has your own website got appeal?• What information are you asking for and why?• Is it clear what you are signing up for?• Are expectations managed?  DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 7. What sort of sign up will work for you?  Hello! Want to sign in? DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 8. How to encourage people on your site to sign up? • Have multiple places to sign up. • Direct traffic from high traffic areas and Social Networks.• Explain what they are signing up for. • Explain what will happen. • If you need anything more than email and name explain  why. • Make it simple and sell the benefits. DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 9. Case Study‐ Win4now on Experiment.ly Control Results Adding  a simple graphic   in the header of landing  pages rendered a 31%  Variation 2 increase in sign‐ups at a  confidence level of 86%.  (This later rose to 95% after an  further 2 week test) Good Further Examples on  http://whichtestwon.com/ DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 10. And Finally…. Configure Analytics and AdWords goals for Registrations. Optimise campaigns for this… More Info  See Occam’s Razor  by Avinash Kaushik http://www.kaus hik.net/avinash/ DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 11. Social Media and Offline  Collect sign ups to your company at all opportunities.• In Store • Telephone • Postal • Facebook (e.g. Wildfire)• Twitter  Whenever you have the opportunity to engage with customers and potential customers offer them additional ways to hear from you.   DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 12. White labels and Content White labels can be used to provide content for your website which will encourage your visitors to register. The user is already on your website so has identified themselves as someone who has potential to engage with you. However in order to register they need an additional reason to part with their details.  DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 13. White label – Case Study – Now Magazine  Now Magazine wanted to increase the number of registrations. • DMR integrated the instant win mechanism across the site running a number of  content related competitions  • In the first month 8,000 additional registrations from their own users.  DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 14. List Growth using 3rd Parties1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data.(i) Data Validation‐ Experian QAS and GB Groups example. Incorporation into your sign‐up pages can help ensure correct details are logged and common entry mistakes avoided in real time.(ii) Data Appending – Several companies offer services to append missing,incorrectly collected, incomplete or out of date records with correct updated records PLUG! PLUG ! PLUG! DMRi data pools derived from motoring, insurance and  lifestyle  sources totalling ~60million records  DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 15. 2) 3rd Party Lead Generation • This is when another company collects leads on your behalf. • Many different approaches to lead generation. • This data is unlikely to convert at the same rate as data collected on your own site, but when done correctly can add additional valuable members. • Keep in mind ROI.  High volumes of people on your list are only any use if they are the right people and actually want to hear from you. •Only pay for data fields you are going to use.• Test, Monitor, Test, Monitor, Test, Monitor. DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 16. Examples of Online Lead Generation DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 17. 3) 3rd Party List Rental • 3rd Party List Rental represents data records rented from another company with the intention of communicating a marketing message to this list. • There are two main types of list rental1.Where you send the email and the email comes from you 2.Where the company who owns the data sends the email but the majority of the email message is promoting your company.   DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 18. 3rd Party List Rental cont.• When 3rd Party List rental can work.• When 3rd Party List rental will not work. What to consider when considering 3rd party list rental + Price + Age + How often is it emailed+ Compatibility + Test   DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 19. Foundations of Growing your Database: CDI &  MDMCustomer Data Integration (CDI)‐ Establishing a standard process format for each version of a customer record to be integrated into your databaseMaster Data Management (MDM) –A set of data governance standards, processes and metrics to ensure that databases are maintained. Conducting a Data Audit‐ Identifying all online and offline sources and documenting data flows to find out how you can improve efficiency, and maximise data return and minimise opportunity cost(Barclays est. annual £10million marketing savings in targeting and £1.1 million maintenance from enterprise data and warehousing‐ Effective IT Report (Information Age 2005)) DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 20. Summary • Make sure you have maximised all internal options first and audited your data capture processes.• Engage with your existing database and find out what triggered them to sign up and use this.        information to make improvements. • Give people a reason to sign up.• Tell people what you are going to do, and do it. • Make it clear that people can unsubscribe easily. • Use other touch points to collect email. • Once internal options have been maximised consider 3rd party options, chose wisely, ask lots of questions, test, monitor and re‐monitor. • Review regularly.  DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 21. Thank you for listening… For Further reading please download the DMA white paper on3rd party List Rental and Data  Capture.  Kieran Shanahan About DMRi Marketing & Partnerships Manager Data Media & Research Ltd. have been at the kieran@dmri.co.uk forefront of digital marketing since the company 0114 2815760 was established in 1995. Members of  the Direct Marketing Association since 2002 ‐with representation on the  Sara Watts Email Marketing Council and Legal and Best Director Practice Hub‐DMR proudly promotes and stands sara@dmri.co.uk for best industry practices in online data 0114 2815760 marketing. DMRi Ltd. West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760 Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association.
  • 22. Card playing Monkeys, Dogs & Bruce Forsyth? Stefan Elliott stef.elliott@6sm.co.uk @SixServingMen @Stef_Elliott 6sm.co.uk @SixServingMenTuesday, 01 May 2012 @SixServingMen 6sm.co.uk 6sm.co.uk
  • 23. We are all learning here – the best listeners will end up  the smartest Page 23 Charlene Li & Josh Bernoff Groundswell AuthorsTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 24. SIX SERVING MEN ? Page 24 RUDYARD KIPLING RUDYARD KIPLING I keep six honest serving men they taught me all I knew. Their names are What ? & Why ? & When ? and How ? & Where ? & Who ?Tuesday, 01 May 2012 Confidential @SixServingMen 6sm.co.uk
  • 25. AGENDA Page 25 1 Where / When / Who - Introductions 2 Why / What / How ? 3 Why to Do ? 4 How to Do ? 5 What to Do ? ? QuestionsTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 26. WHY EMAIL IS IMPORTANT? Page 26 100+ million websitesTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 27. DIGITAL TRAFFIC - LANDSCAPE Page 27 Direct Indirect 3rd party / referral sites External Sites Partner Sites, Suppliers, Professional Bodies, Affiliates, Other ……… Search Social Media Visitors have multiple entry points and objectives for using your Digital assetsTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 28. DIGITAL GOALS Page 28 Who ? Why ? How ? When ?Tuesday, 01 May 2012 What ? Where ? ConfidentialTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 29. WHO ARE YOUR AUDIENCE ? Page 29Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 30. AUDIENCE ENGAGEMENT MAP Page 30 Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate / stimulate effective communicationTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 31. LEVEL OF INTERACTION / DEGREE OF ENGAGEMENT ? Page 31 • Contact form • Read / watch • email • Print • Dialogue in Forum • Telephone • Copy • On Line chat • Download PASSIVE ACTIVE Buy • Blog Comment • Upload photos Further contact • Videos ? • Email Connect • Facebook • Twitter etc • Forward to a friendTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 32. MEASURES OF ENGAGEMENT ? Actions / metrics / KPIs 1. Time spent on key pages Page 32 2. Time spent on site (by source / by entry page) 3. Personalisation (pages, display, theme) 4. Key page activity (post-activity) 5. Alerts (register and response rates / by channel / CTR / post click activity) 6. Bookmarks (onsite, offsite) 7. Write Comments 8. Download Articles PDF’s 9. Email subscriptions 10. Fans (become a fan of something / someone) 11. Favourites (add an item to favourites) 12. Provide Feedback (via the site) 13. Followers (follow something / someone) 14. Forward to a friend 15. Groups (create / join / total number of groups / group activity) 16. Install widget (on a blog page, Facebook, etc) 17. Invite / Refer (a friend) 18. Love / Like this (a simpler form of rating something) 19. Messaging (onsite) 20. Submit Posts 21. Set up / Provide Profile (e.g. update avatar, bio, email, etc) 22. Print page 23. Submit Ratings 24. Registered users (new / total / active / dormant / churn) 25. Report spam / abuse 26. Reviews 27. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc) 28. Testimonials 29. Total contributors (and % active contributors) 30. Uploads (add an item, e.g. articles, links, images, videos) 31. Views (videos, ads, rich images) 32. Widgets (number of new widgets users / embedded widgets) 33. Wishlists (save an item to wishlist) 34.……….Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 33. DRUNKEN MEN’S LAMP POSTS ? Page 33 LAMP POSTS ? LAMP POSTS ? He uses statistics as a drunken man uses lamp posts - for support rather than illumination. - Andrew LangTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 34. WYSIWYG – WHAT YOU SEE IS WHAT YOU GET Page 34 STROKE ME METRICS ? STROKE ME METRICS ? DON’T DON’T 1. Gather Lots but only present Never, Ever, try to educate your • The metrics that are positive. management / business on the • Easy to manage metrics small number of key drivers for 2. Present your business. • Many metrics. If you are simple & clearer they • Extremely precise numbers will understand how to think about • Them quickly. your activity 3. Compare Metrics out of context They may even ask for the same 4. Put them into really good looking data. charts (3D, movement, multiple colours, graphics, etc.). This destroys your future ability to keep your metrics “feel good“ ACTION POINT ACTION POINT • WHAT YOU MEASURE & REWARD IS WHAT YOU GET  !!!! • ESTABLISH USER ENGAGEMENT METRICS – TIME Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 35. ENGAGEMENT = VALUE Page 35Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 36. MEASURE Page 36Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 37. ON THE INTERNET NOBODY KNOWS YOU’RE A DOG ! Page 37 DO EMAIL DO EMAIL MARKETERS MARKETERS • Care that you are a dog ? • Know what type of dog you are ? • Treat you like a dog if you are one ? ACTION POINT ACTION POINT • SEGMENT YOUR  DATABASE July 5th 1993 cartoon in the New Yorker • VALUE YOUR DATABASETuesday, 01 May 2012 • MONITOR VALUE OVER  @SixServingMen 6sm.co.uk
  • 38. WHAT’S THE SOLUTION WHEN……… Page 38 PEOPLE ARE PEOPLE ARE • Lazy, • Overloaded, • Habitual, • Predictable • Intelligent, • Inquisitive, • Impatient • Busy!!!!5/1/2012Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 39. DESIGN ACTIVITIES ISO GUIDELINES Page 39 1 Understand & Specify the Context 2 Specify User Requirements 3 Produce design solutions 4 Evaluate the Design 5 Design solution Meets user RequirementsTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 40. TESTING - EMAIL – DECISION TREES Page 40Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 41. ONCKEN AND WASS 1974 - MONKEYS Page 41 THEORY……… THEORY……… At no time while I am helping you will your problem become my problem. The instant your problem becomes mine, you will no longer have a problem. I cannot help someone who hasnt got a problem. You may ask my help at any appointed time, and we will make a joint determination of what the next move will be and who will make it.5/1/2012Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 42. MANAGING MONKEYS Page 42 FIVE ACTIONS TO FIVE ACTIONS TO TAKE TAKE 1. Monkeys should be fed or shot. 2. The monkey population should be kept below the maximum number that the manager has time to feed. 3. Monkeys should be fed by appointment only. 4. Monkeys shall be fed face to face or by telephone, but not in writing. ACTION POINT ACTION POINT 5. Every monkey should have an • GO FOR READY  assigned next feeding time & degree of initiative AIM FIRE NOT  READY FIRE……. Tuesday, 01 May 2012 AIM @SixServingMen 6sm.co.uk
  • 43. RELEVANCE OF EMAIL Page 43 ConfidentialTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 44. Memail - WIIFM Page 44 WHAT’S IN IT FOR WHAT’S IN IT FOR ME? ME? 1. What’s in it for You? • Confirm the email goal • Prioritise the actions desired 2. Help me do what you want ? 3. Zero based email design 4. Trust – Don’t break it 5. Test 6. Review & Refine5/1/2012Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 45. GESTALT SCHOOL OF PSYCHOLOGY Page 45 Gestalt = Pattern 1. Proximity 2. Closure 3. Similarity 4. Continuity 5. Enclosure 6. Connection ACTION POINT ACTION POINT • UNDERSTAND HOW AND WHY SOMETHING WORKS  – NOT JUST THAT IT HAS WORKED !Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 46. GESTALT SCHOOL OF PSYCHOLOGY Page 46 93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402 93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 00832401711964025/1/2012Tuesday, 01 May 2012 6sm.co.uk @SixServingMen @SixServingMen 6sm.co.uk
  • 47. DATA INK RATIO Page 47 THEORY……… THEORY……… The ink presents Data or Information Not data or not Information = Noise ACTION POINT ACTION POINT • PIXELS RATHER  THAN INK!Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 48. Page 48Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 49. British Tennis Membership Page 495/1/2012Tuesday, 01 May 2012 6sm.co.uk @SixServingMen @SixServingMen 6sm.co.uk
  • 50. Twitter Newsletter – Edition #1 Page 50Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 51. Sign up to personal training by Direct Debit and enjoy one session absolutely free Page 515/1/2012Tuesday, 01 May 2012 6sm.co.uk @SixServingMen @SixServingMen 6sm.co.uk
  • 52. B2B Marketing introducing Vocus special offer: Get a free £25 M&S voucher for 30 minutes of your time Page 525/1/2012Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 53. Image. What does your email say about you Page 535/1/2012Tuesday, 01 May 2012 6sm.co.uk @SixServingMen @SixServingMen 6sm.co.uk
  • 54. Last Chance for online offers Page 54Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 55. EXPECTATION - HOW SOON IS SOON Page 55Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 56. DATA PROTECTION LANDSCAPE: 25TH JAN 2012 :DATA PROTECTION Page 56 CHAPTERS CHAPTERS • RIGHTS OF THE DATA SUBJECT • CONTROLLER AND PROCESSOR • TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS • INDEPENDENT SUPERVISORY AUTHORITIES • CO-OPERATION & CONSISTENCY • REMEDIES, LIABILITY & SANCTIONS • DELEGATED ACTS & IMPLEMENTING ACTSTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 57. SO WHAT ? Page 57 ACTION POINTS ACTION POINTS 1. VALUE EMAIL 2. SEGMENT – MEASURE  AND MONITOR 3. GET INTO “WHAT’S IN IT  FOR US !” PLANNING 4. TEST  5. LISTEN AND REFINE  APPROPRIATELYTuesday, 01 May 2012 @SixServingMen 6sm.co.uk
  • 58. QUESTIONS ? Stefan Elliott stef.elliott@6sm.co.uk @SixServingMen @Stef_ElliottTuesday, 01 May 2012 @SixServingMen 6sm.co.uk 6sm.co.uk
  • 59. Coffee break…The next session starts at 3.40
  • 60. Re-engagement Campaigns James BuntingDMA Email Customer Lifecycle – Manchester 19th AprilRe-engaging Lapsed & Lost Customers
  • 61. Re-engagement CampaignsJames BuntingAgenda What do we mean by ‘winning customers back’? Re-engaging lapsed and lost subscribers The benefits of re-engaging lapsed subscribers The principles of a re-engagement campaign Automation Summary
  • 62. Re-engagement Campaigns James BuntingWhat do we mean by ‘winning customers back’?Recipients can become unresponsive – re-engagementcampaigns set out to email the disengaged customers andencourage them to respond to emails again.
  • 63. Re-engagement Campaigns James BuntingThe benefits of re-engaging lapsed subscribers Increase open and click rates Increase conversions Identify inactive & dormant subscribers – full understanding of your data You’ve spent money acquiring the email address so why lose it? Its easier to retain an existing subscriber than find a new one
  • 64. Re-engagement Campaigns James Buntingwhat is your average open rate? 30%
  • 65. Re-engagement Campaigns James BuntingRe-engaging lapsed and lost subscribers What is your average open rate? 30%? 70% are lapsed or lost subscribersReview what you are currently doing: Look at what you are doing and what you want to achieve List out the communications you send by type and message Map out your customer lifecycle – what are the stages, the buying processes, entry, exit and customer touch points? How do these correspond to the frequency, type and message you are sending?
  • 66. Re-engagement Campaigns James BuntingDefine interaction and behavioural activity Define inactive and dormant contacts Consider why someone may have become dormant Divide the list into those that have: not opened an email in the last x months not purchased in the last x monthsSegment on non-activity Important to segment the inactivity further Separate recipients who have been active at some time in their history and made a purchase, from those who are truly inactive and have not made a purchase It is important that different messages are sent to these different groups
  • 67. Re-engagement Campaigns James BuntingThe principles of a re-engagement campaign Do something different: Experiment with Subject lines: ‘we miss you’ Time of day Different Day Change the Visual Tell them what they have been missing Incentivize them to return Ensure critical information is above the fold Ask them why they haven’t been engaging
  • 68. Re-engagement CampaignsJames Buntingre-engagement emails You need to change your behaviour Some key components
  • 69. Re-engagement CampaignsJames Buntingre-engagement emails You need to change your behaviour Some key components
  • 70. Re-engagement Campaigns James BuntingThe metrics3.9% of recipients opened the email1.8% of recipients positively engaged with the business again
  • 71. Re-engagement Campaigns James BuntingInn Travel Tour Operators – specialising in ‘slow holidays’ tailored to clients Prior to re-engagement campaign: Delivery rate 98%+ Open rates 22.33% (77.67% inactive) Wanted to ‘clean data’ and remove inactive recipients
  • 72. Re-engagement Campaigns James BuntingRe-engagement Message 1 SUBJECT: Six good reasons to open our emails! RESULTS: Delivered to 98.42% Opens 2.94% Click 1.23%
  • 73. Re-engagement Campaigns James BuntingRe-engagement Message 2 SUBJECT: Here’s a ridiculously good offer to get your attention. INCENTIVE: Free case of wine with every booking RESULTS: Opens 2.56% Click 1.14%
  • 74. Re-engagement Campaigns James BuntingRe-engagement Message 3 SUBJECT: We don’t want to lose you... RESULTS: Opens 8.41% Click 7.30%
  • 75. Re-engagement Campaigns James BuntingHere are some more…
  • 76. Re-engagement Campaigns James BuntingAutomation Its important to test your re-engagement campaign Has it re-engaged x% of customers? Is the campaign taking into account why the subscriber has become inactive or dormant? Is it effective? If you have created a successful re-engagement campaign then Automate it!
  • 77. Re-engagement Campaigns James BuntingSummary Understand why subscribers have become inactive or dormant Unlock the power of your customer lifecycle Concentrate on building a relationship with recipients over their customer lifecycleFollowing the introduction of a re-engagement campaign: Retain the relationship following the re-engagement campaign Rates will decrease unless you move to the next level Re-engagement is just the beginning Remember to keep testing it works
  • 78. Re-engagement Campaigns James BuntingConnect with us!www.communicatorcorp.com @CommCorp
  • 79. Engage Your Customers – email Best Practice Andrew Campbell – Managing Director Malcolm Clifford - Senior Consultant19 th April 2012
  • 80. Agenda1. Objectives2. Introduction3. Preparing for success4. Winning email programmes
  • 81. Objectives
  • 82. Introduction We do smart things with data to help improve your business and make the right customer decisions A marketing consultancy with analytics at its heart
  • 83. Our business No.
  • 84. Our clients
  • 85. Preparing For The email Race
  • 86. Preparing for email Success • CRM Strategy : o Brand/Value proposition o Customer Lifecycle Management/Journeys /Expe o Multi-channel engagement model : Push – Broadcast; direct mail; email; …. Pull – web; social; bricks and mortar • Data and Systems Architecture • Technology Toolkit/integration • Process – Seamless work flows. End user accessBusiness Synchronisation -Technology Integration - Aut
  • 87. Smart Recrui temails Cross/ Engag upsell e & /Servi Customer Repeat ce Insight Purcha se Re- activat e
  • 88. Data Got Deeper (and Wider)• Internal Customer/Product data : • External data sets : • Channel/media behaviours • Customer e.g. • Social/ecosystem socioeconomics • Preference Centre and demographics • Surveys incl. qualitative • Geographical/Loc • Product/Account ation • Transactional/Behavioural • Weather • Stock Prices• Internal data : • Pricing/Yield • Risk/Underwriting • Operational e.g. availability
  • 89. Evolution of Customer Touch Points
  • 90. Channel Mix - Horses for Courses SM Web/eCommer S/M ce MS
  • 91. Content Got Richer Centrally Generated Avatar Referral 3G Phone Geographical Locations Product Guides * Apps * * Features/Benefits/Price Buying Guides/ * Interactive Votes/ line Help On * Product/Price Configurator * * * Product Selection Polls * * Education/ News/Editorial Price Comparison Recommendations/ Transactional/ Product Usage Information FAQs * * * * * * * Competitions People Who Bought .. Promotions/ Instant BlogsMessagingStatic * * Interactive Image/Video Vouchers Customer Sharing Blogs * User Reviews/ * User Group/ Special Interest Group Ratings * * Forum Collaboration Tools e.g. Travel Wiki * User Generated
  • 92. Data and Systems Architecture Other Back End Front End Systems Systems Digital Query/Reporti Ecommer ng CRM Data ce Managem Decisioning Front End ent (Extract, Campaign Content Transform Manageme Manageme Other & nt nt On-line/ Load) Social Properties Compositio n Email Digital Other Service Print Comms Delivery Provide Delive Channe r ry ls
  • 93. email Best Practice - Process Business Process + User ExperienceSource : The New email Marketing Review, Forrester, 2010
  • 94. Winning The email Race
  • 95. Delivering Great email Marketing • Leverage the data • Personalise the content Add • Triggered Value programmes • Enhance the data Personalised – Timely - Multi-channel
  • 96. Ascent to true personalisationEnabler Top ranked product(s) /s: action(s) n io is at im O pt e Targeting models h as r c d el s Pu o m n tio ta Customer segment based en g m Se n / io c ut nt xe onte E c Basic personal details, last order etc.
  • 97. What does it look like?Content: Requirements:•Template-style design of •Strong business rules / decision layeremail capability•Product(s) the customer is •Support for dynamic content regions from ESPmost likely to buy, individualto each recipient •Supply of targeting parameters at individual level•Images for product selection •A lot of variables on the email•Up-to-the-minute prices and •Access to live or copied websiteoffers content libraries•Deep links to the relevant •Supply of pricing data or on-linesections of the website for access to pricing APIsimple call-to-action •Dynamic generation of URLs and / or search parameters appended to the link
  • 98. Example 1 – United Biscuits • The communication was targeted to engage members and get inactive members to transact • Members were selected for the reward they stated they were saving for in the registration survey • If no survey was completed, a• As a consequence of reward was chosen which was personalising the content, the just above or below the email had a 55% click rate customer’s points total compared to 37% for the control group (who just got a generic message)• That’s a relative increase of 49%• Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
  • 99. Example 2 – Travel ClientOpen rates reflect initial perceived Click to Open rates indicate the Click Thru rate is the number ofrelevance of the email to the relevance of the message to those total click througs, divided by totalrecipient based on the subject line who actually opened it (i.e., the delivered, indicating the net impactand pre-open viewing available in recipient was drawn in enough to of the campaignbrowser click on a link for further inquiry or action) Travel Client Benchmarks
  • 100. Timing the email correctly• Many of the key events happen in the data, and not in the campaign plan • When is a customer most likely to purchase? • Habit, frequency, key purchasing times… • What customer events do we know of which might affect this? • Travel dates, expiry, payment dates, birthday, address changes… • Signs of interest • Browsing, logon, customer service request, purchase intention… • Signs it’s not going so well • Lack of visit, failure to convert, time elapsed since last purchase…
  • 101. What it looks like• The ingredients for this type of trigger programme are as follows:• A data process which runs daily / weekly / monthly which calculates models, e.g. propensity score, next best product, dynamic segmentation• A data process which runs daily to identify the customers for contact, and to apply hierarchy / contact rules between trigger campaigns• The ability to scale email activity to 5, 10, 20… campaigns per day • Scheduling of processes • Update of parameters via data • Automated upload / download to ESP
  • 102. Example 3 - AXA Segmentation/Personalisation based •Quote start date •Age •Gender •Marital Status •Family Status •Previous Quote Three month Champion/Challenger t 40 % increase in purchases on-line
  • 103. Example 4 – Thomas Cook• We built a microsite and series of automated e-mails• Designed around purchase benefits of core financial products• Increased the frequency of communications without affecting opens / clicks through relevance What happened?• Created the space to market • Over 9x the level of credit other products card sales vs control• Modelled purchase • 3x increase in airport lounge propensities sales • Sales in all products• “We were particularly impressed by their innovative approach to the Integrated website and email content for a consistent and improved brief, combining immediate results-driven action with long-term vision. " relevant message Angus Porter, Group Strategy Director, Thomas Cook Financial Services
  • 104. Enhance the Data Set• You may have plenty of data, but is it the key data?• What is the key data you need to know?• When did you last ask your customers of their needs / intentions?• Do you use the answers to drive marketing activity?• Do you understand and use email interactions at a customer level?
  • 105. Completing the loopExecutio Deep survey link n rules Open time / date Which link was clicked Survey Number of opens / clicks UnsubscribesDatabase Customer preferences Purchase intentions Interests Opinion /
  • 106. What you need• To do this on an industrial scale, it’s most efficient to have API links to an ESP• A marketing database to add the data to your existing customer data• Business Intelligence tools to use the data to generate insight and execution rules• Integration with survey software – although this is now very commoditised and is easier and cheaper than you might think • You don’t necessarily need all this things if know someone who already has them
  • 107. Example 5 – Hitachi Capital• Working with Hitachi Capital, we discovered questions the answers to which indicated a customer was: • Seven times more likely to purchase a protection product • Five times more likely to purchase a borrowing product• For the McVitie’s VIP Club, we know which rewards consumers were interested in when signing up, and can thus double the response rate for reactivation emails• Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over £ 20 K in data and analytical processing costs
  • 108. Thank you…Presentations will be emailed to you on Monday A final thank you to all of today’s speakers: Kieran Shanahan, DMRI Stefan Elliot, Six Serving Men Andrew Campbell, 20:20 Dialogue James Bunting, Communicator Corp And our sponsors
  • 109. We hope you enjoyed today’s session Presentations will be emailed to you tomorrow. A final thank you to all of today’s speakers: Kieran Shanahan, DMRI Stefan Elliot, Six Serving Men Andrew Campbell, 20:20 Dialogue James Bunting, Communicator CorpPlease return your completed evaluation forms and badges to the registration desk we look forward to seeing you again!

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