Lifecycle Marketing Parenting Com Silverpop Sherpa
 

Lifecycle Marketing Parenting Com Silverpop Sherpa

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Session at Email Sherpa 2010 conference on basing a lifecycle email marketing program on the actual lifecycle of your customer/subscriber. Includes case study from Parenting.com/Bonnier.

Session at Email Sherpa 2010 conference on basing a lifecycle email marketing program on the actual lifecycle of your customer/subscriber. Includes case study from Parenting.com/Bonnier.

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  • - 60% Open Rate (Nearly 200% higher than our broadcast average) - 18.5% Click through rate (More than 200% higher than our broadcast average) - 7.5% higher average order value than overall average - 60% higher conversion rate than overall average
  • Purpose: recruit moms to the parenting.com brand at the very start of her journey to motherhood Less focused on clicks back than brand equity Method for recruiting: From relevant areas, e.g. fertility calculator; from main newsletter page reached through “stay connected” module
  • Purpose: recruit moms to the parenting.com brand at the very start of her journey to motherhood Less focused on clicks back than brand equity Method for recruiting: From relevant areas, e.g. fertility calculator; from main newsletter page reached through “stay connected” module
  • Reach out to mom with info every day, equally focused on traffic and branding Method for recruiting: Pregnancy home page, Every week of Pregnancy Planner; “stay connected” module
  • Reach out to mom with info every day, equally focused on traffic and branding Method for recruiting: Pregnancy home page, Every week of Pregnancy Planner; “stay connected” module
  • Newly relaunched, will be promoted from relevant content areas, particularly in Baby, where we have the most time to gain readers.

Lifecycle Marketing Parenting Com Silverpop Sherpa Lifecycle Marketing Parenting Com Silverpop Sherpa Presentation Transcript

  • Baby Oh Baby! Lifecycle Marketing That Starts at the Zygote Stage January 21, 2010
  • Speakers
    • Rachel Fishman Feddersen
      • Editor-in-Chief, Parenting.com
    • Heather Vessey
      • Email Marketing Senior Manager, Bonnier Corp
    • Loren McDonald
      • VP, Industry Relations, Silverpop
  • Agenda
    • Lifecycle Marketing Overview/Background
    • Examples
    • Parenting.com Case Study
    • Lifecycle marketing is
    • fundamentally about…
    • Right Message
    • at the
    • Right Time
    • Timing is subscriber / customer based…
    • Not marketer
    • centric
    • Data as Foundation
    Explicit Data Implicit Data
    • Automation and
    • Rule sets as the Enablers
    • Why Lifecycle Marketing?
  • Batch and Blast is the Past
  • Hope is Not a Strategy
    • Key Trends Driving
    • the Need to Change…
  • Overloaded Inbox
  • Channels Are Exploding
  • Email Needs to be a Conversation
  • Consumers Have More Choices
  • Irrelevant vs Relevant Higher Expectations From Marketers
  • And Lifecycle Delivers a Better ROI
  •  
    • Examples
  • Lifecycle Stages
    • Lifecycle can be:
    • Consumer stage
    • Relationship stage
    • Or both
  • Welcome - Incentive
  • Welcome – Getting Started
  • Post Purchase – Pre Use
  • Post Experience – Repeat Purchase
  • Happy Birthday
  • Cart Abandonment
      • 48% lift Click through rate
      • 129% lift in Net Conversion rate
      • 10.4% of the total revenue from email marketing
      • While representing only 2.7% of the total email volume
      • Source: Diapers.com
  • Thank You
    • 60% Open Rate
      • Nearly 3X avg
    • 60% higher conversion rate than overall average
    • Source: Fabric.com
    • Parenting.com Case Study
  • Parenting.com: Who we are The digital sibling in The Parenting Group family
    • Digital Award Nominations
      • MPA: 1st Place Best Web-Only Tool ( Child Health Guide )
      • ASME: Nominated for General Excellence Online
    • Partnerships & Buzz
      • Regularly featured on CNN.com, Yahoo Shine and The Weather Channel
      • PTA Partnership: Reflections Gallery
      • Mom Congress: Moms Making a Difference
    What’s New at Parenting.com Partnerships & Buzz Morning Show Partnerships Digital Award Nominations
    • Timely & Seasonal Content
      • Launch of Model Search
      • Launch of two new blogs:
        • The Split
        • Family Budget Boot Camp
      • Toys of the Year
      • Holiday Hints Newsletter
    What’s New at Parenting.com Partnerships & Buzz
  • Growing and gaining momentum – with newsletters an integral part of the growth strategy Source: Omniture Holiday Newsletter Daily Pregnancy Planner Trying to Conceive Relaunch
  • Parenting.com readers Our visitors are moms or moms-to be. Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents) 91% have at least one child in the HH with an average age of 2 80% are married 49% graduated college Median age 31 36% quit working to be a stay-at-home mom Of those that work, 80% work outside their home while 20% work at home full time or sometimes On average 55% visit Parenting.com once a week or more 15% are currently expecting a child
  • They travel a path we know well
    • The Mom Stages:
    Concentration The Early Years Anticipation Pregnancy Conception Getting Pregnant Integration The PreSchool Years
  • The Newsletters Weekly: Trying to Conceive Daily Pregnancy Planner : Babygram Weekly: Ages & Stages Concentration The Early Years Anticipation Pregnancy Conception Getting Pregnant Integration The PreSchool Years
  • Goals of the Life Cycle Campaigns
    • Content relevant to life stage
    • Increased open/CT rates
    • and page views
    Scalable template and date logic
  • Trying to Conceive
  •  
  • Daily Pregnancy Planner
  • Daily Pregnancy Planner: Welcome Email
    • Open Rate:
    • - 51.66%
    • CTOR:
    • - 49.66%
  •  
  •  
  • Daily Pregnancy Planner: Week 20, Day 3 Automatic sweep from last DPP template into first template of Ages and Stages based on due date
  • Ages and Stages
    • Due date and source are taken from DPP to start the campaign
    • Campaign closes out at 24 months of age
  • Visual and Text-Based Clues
  • Open & CTRs for Lifecycle Campaigns
  •  
  •  
    • 3 Keys
    • Capture & Leverage the Data
    • Engage With Customers
    • Automate & Optimize
  • Contact Information
    • Heather Vessey
    • [email_address]
    • Rachel Fishman
    • [email_address]
    • http://www.facebook.com/Parenting
    • Twitter: @parenting
    • Loren McDonald
    • [email_address]
    • Twitter: @lorenmcdonald and @Silverpop
    • Presentations: www.slideshare.net/silverpop