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.

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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

    1. 1. Baby Oh Baby! Lifecycle Marketing That Starts at the Zygote Stage January 21, 2010
    2. 2. Speakers <ul><li>Rachel Fishman Feddersen </li></ul><ul><ul><li>Editor-in-Chief, Parenting.com </li></ul></ul><ul><li>Heather Vessey </li></ul><ul><ul><li>Email Marketing Senior Manager, Bonnier Corp </li></ul></ul><ul><li>Loren McDonald </li></ul><ul><ul><li>VP, Industry Relations, Silverpop </li></ul></ul>
    3. 3. Agenda <ul><li>Lifecycle Marketing Overview/Background </li></ul><ul><li>Examples </li></ul><ul><li>Parenting.com Case Study </li></ul>
    4. 4. <ul><li>Lifecycle marketing is </li></ul><ul><li>fundamentally about… </li></ul>
    5. 5. <ul><li>Right Message </li></ul><ul><li>at the </li></ul><ul><li>Right Time </li></ul>
    6. 6. <ul><li>Timing is subscriber / customer based… </li></ul><ul><li>Not marketer </li></ul><ul><li>centric </li></ul>
    7. 7. <ul><li>Data as Foundation </li></ul>Explicit Data Implicit Data
    8. 8. <ul><li>Automation and </li></ul><ul><li>Rule sets as the Enablers </li></ul>
    9. 9. <ul><li>Why Lifecycle Marketing? </li></ul>
    10. 10. Batch and Blast is the Past
    11. 11. Hope is Not a Strategy
    12. 12. <ul><li>Key Trends Driving </li></ul><ul><li>the Need to Change… </li></ul>
    13. 13. Overloaded Inbox
    14. 14. Channels Are Exploding
    15. 15. Email Needs to be a Conversation
    16. 16. Consumers Have More Choices
    17. 17. Irrelevant vs Relevant Higher Expectations From Marketers
    18. 18. And Lifecycle Delivers a Better ROI
    19. 20. <ul><li>Examples </li></ul>
    20. 21. Lifecycle Stages
    21. 22. <ul><li>Lifecycle can be: </li></ul><ul><li>Consumer stage </li></ul><ul><li>Relationship stage </li></ul><ul><li>Or both </li></ul>
    22. 23. Welcome - Incentive
    23. 24. Welcome – Getting Started
    24. 25. Post Purchase – Pre Use
    25. 26. Post Experience – Repeat Purchase
    26. 27. Happy Birthday
    27. 28. Cart Abandonment <ul><ul><li>48% lift Click through rate </li></ul></ul><ul><ul><li>129% lift in Net Conversion rate </li></ul></ul><ul><ul><li>10.4% of the total revenue from email marketing </li></ul></ul><ul><ul><li>While representing only 2.7% of the total email volume </li></ul></ul><ul><ul><li>Source: Diapers.com </li></ul></ul>
    28. 29. Thank You <ul><li>60% Open Rate </li></ul><ul><ul><li>Nearly 3X avg </li></ul></ul><ul><li>60% higher conversion rate than overall average </li></ul><ul><li>Source: Fabric.com </li></ul>
    29. 30. <ul><li>Parenting.com Case Study </li></ul>
    30. 31. Parenting.com: Who we are The digital sibling in The Parenting Group family
    31. 32. <ul><li>Digital Award Nominations </li></ul><ul><ul><li>MPA: 1st Place Best Web-Only Tool ( Child Health Guide ) </li></ul></ul><ul><ul><li>ASME: Nominated for General Excellence Online </li></ul></ul><ul><li>Partnerships & Buzz </li></ul><ul><ul><li>Regularly featured on CNN.com, Yahoo Shine and The Weather Channel </li></ul></ul><ul><ul><li>PTA Partnership: Reflections Gallery </li></ul></ul><ul><ul><li>Mom Congress: Moms Making a Difference </li></ul></ul>What’s New at Parenting.com Partnerships & Buzz Morning Show Partnerships Digital Award Nominations
    32. 33. <ul><li>Timely & Seasonal Content </li></ul><ul><ul><li>Launch of Model Search </li></ul></ul><ul><ul><li>Launch of two new blogs: </li></ul></ul><ul><ul><ul><li>The Split </li></ul></ul></ul><ul><ul><ul><li>Family Budget Boot Camp </li></ul></ul></ul><ul><ul><li>Toys of the Year </li></ul></ul><ul><ul><li>Holiday Hints Newsletter </li></ul></ul>What’s New at Parenting.com Partnerships & Buzz
    33. 34. Growing and gaining momentum – with newsletters an integral part of the growth strategy Source: Omniture Holiday Newsletter Daily Pregnancy Planner Trying to Conceive Relaunch
    34. 35. 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
    35. 36. They travel a path we know well <ul><li>The Mom Stages: </li></ul>Concentration The Early Years Anticipation Pregnancy Conception Getting Pregnant Integration The PreSchool Years
    36. 37. 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
    37. 38. Goals of the Life Cycle Campaigns <ul><li>Content relevant to life stage </li></ul><ul><li>Increased open/CT rates </li></ul><ul><li>and page views </li></ul>Scalable template and date logic
    38. 39. Trying to Conceive
    39. 41. Daily Pregnancy Planner
    40. 42. Daily Pregnancy Planner: Welcome Email <ul><li>Open Rate: </li></ul><ul><li>- 51.66% </li></ul><ul><li>CTOR: </li></ul><ul><li>- 49.66% </li></ul>
    41. 45. Daily Pregnancy Planner: Week 20, Day 3 Automatic sweep from last DPP template into first template of Ages and Stages based on due date
    42. 46. Ages and Stages
    43. 47. <ul><li>Due date and source are taken from DPP to start the campaign </li></ul><ul><li>Campaign closes out at 24 months of age </li></ul>
    44. 48. Visual and Text-Based Clues
    45. 49. Open & CTRs for Lifecycle Campaigns
    46. 52. <ul><li>3 Keys </li></ul>
    47. 53. <ul><li>Capture & Leverage the Data </li></ul>
    48. 54. <ul><li>Engage With Customers </li></ul>
    49. 55. <ul><li>Automate & Optimize </li></ul>
    50. 56. Contact Information <ul><li>Heather Vessey </li></ul><ul><li>[email_address] </li></ul><ul><li>Rachel Fishman </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.facebook.com/Parenting </li></ul><ul><li>Twitter: @parenting </li></ul><ul><li>Loren McDonald </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @lorenmcdonald and @Silverpop </li></ul><ul><li>Presentations: www.slideshare.net/silverpop </li></ul>

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