Multi channel engagement-redefine -boost it through email

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Staying on top of marketing trends and best practices to effectively engage your customers is a challenging task. At Yesmail Interactive, we have you covered.

Do you know…
• Which day garners the most customer engagement for both Facebook and Twitter for leading retail brands?
• Which day are 20% of all Twitter campaigns deployed in?
• How your email campaigns affect your Facebook and Twitter performance?

We do! Join Yesmail Interactive on Thursday, June 21st at 1pm CST and be the first to learn how to reshape and improve your multi-channel marketing programs by cashing in on the newly discovered positive correlation between email marketing and social channel engagement.

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Multi channel engagement-redefine -boost it through email

  1. 1. Multi-ChannelEngagement: Redefineand Boost It throughEmail Presented by Jason Warnock, VP, Market Intelligence & Measurement Yesmail Interactive June 21, 2012
  2. 2. “Go in and check your competition. Checkeveryone who is your competition. And don’tlook for the bad. Look for the good.…everyone is doing something right."Sam Walton / Founder & First CEO Yesmail Confidential 2
  3. 3. Essential Digital Campaign Components Deployment Day / TimeCompetitive Title & Digital Content ChannelIntelligence canoptimize all key Competitivecomponents forDigital Campaigns Intelligence Type Deployment (specific to Facebook) Frequency Definition of Engagement Yesmail Confidential 3
  4. 4. In Today’s Presentation, We Will:From a Marketer’s Perspective:• Learn how to leverage competitive and market intelligence to improve existing digital campaigns• Develop insights to optimize your digital campaigns and drive customer engagement• Understand how email marketing drives social channel engagement Yesmail Confidential 4
  5. 5. The Need for DigitalCompetitive Intelligence
  6. 6. The Need for Digital Competitive IntelligenceMost brands know it is critical to see all of your competitors’promotions, offers, special deals and events for each digitalchannel Yesmail Confidential 6
  7. 7. The Need for Digital Competitive Intelligence• What were the most engaging (and alternatively, most utilized) day of week, time of day, campaign format, campaign frequency, and content types• Learn the frequency of campaign deployment across all tracked digital channels• How to use the positive correlation between email marketing and social channel engagement to develop and execute successful multi-channel marketing plan Yesmail Confidential 7
  8. 8. Using Digital MarketIntelligence to Drive Multi-Channel Success
  9. 9. Who We AnalyzedThe 20 leading retail brands with core demographic ages 18 to 35 Yesmail Confidential 9
  10. 10. How is Digital Engagement MeasuredTraditionally, engagement was measured by response volumevia the following: Campaign “Likes” and Comments Campaign Retweets Campaign Views, Comments, Ratings No Relationship Between Email Deployment and Social Channel Engagement Was Identified But how do we compare volume-based to actual engagement? Yesmail Confidential 10
  11. 11. Volume-Based Engagement vs. Actual Engagement • Brand A: 1,000,000 “Likes” (subscribers) – Digital Campaign generates 25 “likes” and 55 comments – Volume Based Engagement score is 80Example • Brand B: 100,000 “Likes” (subscribers) – Digital campaign generates 20 “Likes” and 40 comments – Volume Based Engagement score is 60 Yesmail Interactive developed a way to control for follower base and thus give each campaign a meaningful engagement score. Yesmail Confidential 11
  12. 12. Average Volume-Based Engagement Over the Three- Month Period 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Ralph Lauren 1. H&M 2. Aeropostale 3. Average FacebookAbercrombie & Fitch 4. Engagement Over Guess 5. the Tracked Period Forever 21 6. American Eagle 7. Diesel 8. Ann Taylor 9. Urban Outfitters 10. Old Navy 11. Express 12. Banana Republic 13. Gap 14. Tommy Hilfiger 15. Eddie Bauer The Limited 16. ranks 20th in J Crew 17. volume-based American Apparel 18. Kenneth Cole 19. engagement Eddie Bauer 20. Growing your fan base is essential for expanding your brand’s reach and popularity. BUT…Volume alone does not translate into true engagement. Yesmail Confidential 12
  13. 13. Average Actual Engagement Over the Three Month PeriodBy controlling for brand size and number of followers, we get a completely differentranking that is based on the actual customer engagement achieved by each brand. 0 20 40 60 80 100 120 140 Ann Taylor 1. The Limited 2. Average Facebook Eddie Bauer 3. EngagementOver Ralph Lauren 4. the Tracked PeriodBanana Republic 5. Urban Outfitters 6. Guess 7. Eddie Bauer DIESEL 8. Kenneth Cole 9. ranks 3rd in J Crew 10. actual H&M 11. engagement Express Inc 12. Abercrombie &… Aeropostale 14. American Apparel… Gap 16. Old Navy 17. Forever 21 18.American Eagle 19. Tommy Hilfiger 20. Yesmail Confidential 13
  14. 14. Facebook Engagement Trends
  15. 15. Facebook Trends Over the Three Month Period Brand Campaign Volume Average Brand True Engagement950 42900 41850 40800 39750 38700 37650 36600 35550 34500 33450 32 Month 1 Month 2 Month 3 Month 1 Month 2 Month 3• In terms of Campaign Volume Brands are increasingly utilizing Facebook for Digital Marketing• Most of our top 20 Brands are also seeing a significant spike in Engagement• Mid to Large Retailers should definitely emphasize Facebook Note: Chart is for top 20 brands; not for Facebook as a whole Yesmail Confidential 15
  16. 16. Day of the Week Trends Over a Three Month Period Campaign Deployment Volume Campaign Engagement450 50400 45350 40 35300 30250 25200 20150 15100 10 50 5 0 0 Sun Mon Tue Wed Thu Fri Sat Sun Mon Tues Wed Thu Fri Sat• Over the three month period, the most popular deployment day was Friday• Campaigns deployed on Tuesday garnered highest engagement even though Tuesday ranked 4th in terms of number of campaigns deployed over the three month period• Saturday is an interesting phenomenon, it had the highest engagement rate for campaigns deployed in January and the second lowest engagement rate for the remainder of the period Yesmail Confidential 16.
  17. 17. Time of Day Trends Over the Three Month Period• Campaigns deployed between 10pm and However, based 12am ET were an engagement goldmine on volume, this is the least utilized timeslot.• The most popular time of day to deploy campaigns is between 11am - 1pm ET Oddly enough, this timeslot is in the bottom 30% when it comes to customer engagement Yesmail Confidential 17
  18. 18. Campaign Deployment Frequency Trends• The 5 most engaging brands deployed between 20 and 32 campaigns per month• While the five least engaging brands averaged 54 campaigns per month Yesmail Confidential 18
  19. 19. Content Trends Over the Three Month PeriodPhoto content is the most engaging content type• This can be attributed to Engagement Based on Content Type the fact that it’s easy to 70 share, quick to browse 60 through, and entails limited time investment 50 Link 40 Photo• It comprises 43% of all Status deployed Facebook 30 SWF Video campaigns 20 10 0 Month 1 Month 2 Month 3 Yesmail Confidential 19
  20. 20. Content Trends Over a Three Month Period Engagement Based on Content TypeThe most promising 70Facebook format isvideo, as evidenced by 60its consistent and rapid 50growth 40 Link Photo Status 30 SWFCuriously, video is the Video 20preferred format in only 106.5% of campaigns 0 Month 1 Month 2 Month 3 Yesmail Confidential 20
  21. 21. Content Trends Over the Three Month PeriodDeclining Engagement Content:Status Updates Engagement Based on Content TypePosts Containing Links 70 60• Vague and uninformative status 50 updates.• Customers’ growing reluctance to 40 Link Photo follow a link leading away from Status the site they’re on 30 SWF• A little disturbing -- link and Video 20 status updates comprise 50% of all deployed Facebook 10 campaigns in the period 0 Month 1 Month 2 Month 3 Yesmail Confidential 21
  22. 22. Content Trends Over a Three Month Period 73% of the most engaging posts, in all three months we tracked, belong to either Ann Taylor or The Limited Yesmail Confidential 22
  23. 23. Content Trends Over a Three Month Period • Campaigns actually identifying a desired customer behavior • Campaigns provide an incentive for performing an action • Campaigns empower the customer by explicitly putting them in charge Yesmail Confidential 23
  24. 24. Content Continues To Be King!• Put the Customer in Charge • Put the Customer in Charge• Identify Desired Behavior • Identify Desired Behavior • Incentivize Yesmail Confidential 24
  25. 25. Impact of Email on FacebookEngagement
  26. 26. Boosting Facebook Campaign Engagement ThroughEmail Marketing How a Corresponding Email Campaigns Can Boost FacebookFacebook campaign Campaignengagement grows 70roughly by 50% when one 60email is deployed in the 50same timeframe and byroughly 100% when two 40emails are deployed. 30 20 10 Average Facebook Engagement 0 0 emails 1 email 2 emails Yesmail Confidential 26
  27. 27. Facebook Competitive Insights Summary• Ensure my brand is actively using Facebook as it’s seeing rapid growth and adoption from my competitors.• Save my best Facebook content for Tuesday and it will see the highest engagement.• Try deploying campaigns between 10pm – 12am as it’s least utilized by my competition and generates the highest level of engagement.• Deploy no more than 1 campaign per day for maximum engagement. Yesmail Confidential 27
  28. 28. Facebook Competitive Insights Summary• Ensure a healthy portion of my content includes a photo as it receives the highest engagement from consumers. Also experiment with video as it’s a strong content performer.• Ensure my content conveys clear purpose, desired customer behavior, and reward for best engagement. Try experimenting with Photo / Link variations.• Facebook campaign engagement grows when an email campaign is previously deployed Yesmail Confidential 28
  29. 29. Twitter
  30. 30. Twitter Trends Over the Three Month Period Twitter Campaign Volume Over the Tracked Twitter Campaign Engagement Over the Period Tracked Period1,800 121,700 111,600 101,500 91,400 81,3001,200 71,100 6 Month 1 Month 2 Month 3 Month 1 Month 2 Month 3 • Month 2 = Twitter Bonanza: Our 20 brands had about 1700 campaigns in Month 2 revolving around special events such as Oscars, Grammys, Valentine’s Day, Super Bowl, etc. These campaigns did very well in terms of Engagement, but not as well as in March. • Month 3 = Less is More: Though there was a drastic dip in campaign volume (1700 versus 1150), the actual engagement score was higher in March. • As with Facebook, brands should definitely focus on Twitter as a viable marketing channel Yesmail Confidential 30
  31. 31. Day of the Week Trends Over the Three Month Period Twitter Campaign Volume Twitter Campaign Engagement900 14800 12700 10600500 8400 6300 4200 2100 0 0 Sunday Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat• 20% of all Twitter campaigns are deployed on Fridays• However, Friday garners the absolute lowest engagement• In terms of engagement, Tuesday, Wednesday and Thursday are consistently performing at the top level Yesmail Confidential 31
  32. 32. Time of Day Trends Over the Three Month PeriodOver each month in this three month period, Twitter campaigns were deployedalmost exclusively during traditional work hours: 9am – 7pm ET. Month 1 • Only 30% of the timeslots (hours) that receive the most engagement are between 9am – 7pm Month 2 • In fact, 5am – 6am ET and 7am – 8am ET are the most engaging times over this three month period • The trends specified above leave a clearly defined opportunity for brands to try out Month 3 new tactics, hours of deployment and frequency of deployment in order to better engage their audience Yesmail Confidential 32
  33. 33. Campaign Deployment Frequency• The five most engaging brands deployed between 45 and 70 campaigns per month• While the five least engaging brands averaged between 95 and 115 campaigns per month Yesmail Confidential 33
  34. 34. Content Trends Over the Three Month PeriodTrends for the top 10% of the most engaging brandcampaigns over the three month period:• Campaigns communicate purpose by identifying desired customer behavior• Campaigns provide an incentive• Campaigns empower the customer by explicitly putting them in charge It’s interesting to• Add a celebrity mention to the campaign note there are overlapping trends• Insert a famous or a celebrity quote across multiple social channels Yesmail Confidential 34
  35. 35. Content Trends Over the Three Month Period Put the Customer in Charge Incentivize Identify Desired Behavior Quote Celebrity Put the Customer in Charge Incentivize Identify Desired Behavior Yesmail Confidential 35
  36. 36. Impact of Email on TwitterEngagement
  37. 37. Boosting Campaign Engagement Through EmailMarketing How a Corresponding Email Campaign Can Boost Average Twitter Campaign Engagement 14• Engagement is over 25% 12 higher when one email is sent out on the same day as a 10 Twitter campaign 8• Engagement is over 40% higher when two emails are 6 Average Twitter Campaign sent out on the same day as a Engagement 4 Twitter campaign 2 0 0 emails 1 email 2 emails Yesmail Confidential 37
  38. 38. Twitter Competitive Insights Summary• Ensure my brand is actively using Twitter as it’s seeing rapid growth and adoption from my competitors and consumers.• Save my best Twitter content for Tuesday, Wednesday, and Thursday it will see the highest engagement.• Deploy my tweets between 5-6am and 7-8am for maximum engagement.• Tweet no more than twice a day for maximum engagement.• Twitter campaign engagement grows when an email campaign is previously deployed. Yesmail Confidential 38
  39. 39. YouTube
  40. 40. YouTube Trends Over the Three Month Period YouTube Campaign Volume Over the YouTube Campaign Engagement Over the Tracked Period80 Tracked Period 1.875 1.670 1.465 1.260 1.05550 0.845 0.640 0.435 0.230 0.0 Month 1 Month 2 Month 3 Month 1 Month 2 Month 3YouTube is, by far, the most interesting channel because of its seemingly inconsistentadoption by brands:• 15% of tracked brands do not have a YouTube channel• Only 35% of the brands that do have a YouTube channel deployed campaigns each month• 20% only deployed campaigns in 1 of the 3 months tracked• The average number of campaigns per month per marketer is 3.5 and roughly 1 per week. Yesmail Confidential 40
  41. 41. Day of the Week Trends Over the Three Month Period YouTube Campaign Volume YouTube Campaign Engagement45 1.440 1.23530 1.025 0.820 0.615 0.410 0.2 5 0 0.0• Monday is the most engaging day for YouTube, however Monday is lagging in the bottom three of least utilized deployment days• In terms of most utilized deployment days, Friday and Thursday are the favorites• As with the other social channels, the weekend continues to be the least utilized time of the week for campaign deployment with barely 8% of campaigns going out on Saturday and Sunday combined Yesmail Confidential 41
  42. 42. Time of Day Trends Over the Three Month Period• 68% of YouTube campaigns were deployed between 11am – 7pm ET• Only 10 out of the 24 timeslots were utilized for campaign deployment in each of the 3 tracked months YouTube has the potential to drive incredible customer• Least popular deployment timeslot across the engagement due to its viral three month period was 8pm – 2am ET nature, but it has to be supported by other• Interestingly, the 2am – 3am ET timeslot channels in order for it to achieved the highest engagement reach its potential with the marketing industry• The 6am – 7am ET timeslot comes in 2nd in terms of engagement, although it ranks last for campaign deployment Yesmail Confidential 42
  43. 43. Video Duration Trends Over the Three Month PeriodBased on the 10% most engaging YouTube campaigns over thethree month tracked period, we came to the following findings:• 33% of the top performing campaigns Video Length Distribution Based on are between 16-31 seconds Campaign Count• 28% are between 60-90 seconds 15% 11%• 17% are between 120-180 seconds 16% 24%• 11% are over 180 seconds• Interestingly, the 90-120 second 13% segment is not represented in the 21% 10% most engaging campaigns 1-30 secs 30-60 secs 60-90 secs 90-120 secs 120-180 secs over 180 secs Yesmail Confidential 43
  44. 44. Content Trends Over the Three Month PeriodInterestingly, even with the entirely different nature ofYouTube, we found some striking similarities betweencontent strategy for Twitter and Facebook, and contentstrategy for YouTube.• Celebrity guest stars rack up impressive engagement• Professionally shot commercials promote high number of views• Incentivized and identified behavior, like posting user-generated content for a prize, is still a great engagement factor• Like with Twitter, sometimes it pays off being a little vague to pique the interest of your audience Yesmail Confidential 44
  45. 45. Content Trends Over the Three Month Period Celebrity Official Commercial Yesmail Confidential 45
  46. 46. Content Trends Over the Three Month Period Celebrity Official Commercial Incentivize Put the Customer in Charge Identify Desired Behavior Yesmail Confidential 46
  47. 47. Email / Multi-Channel
  48. 48. Email is Still Very RelevantIn the Interactive Marketing Forecast for 2011-2016,Forrester dubbed email marketing “the workhorse of[the] interactive mix.”Email is the glue that holds multi-channelmarketing together while providing measurablecampaign ROI. Yesmail Confidential 48
  49. 49. Email is Still Very Relevant • Real Time • One to One • Can be tracked in multiple ways • ROI is tremendous • Oh yeah…and we JUST identified a positive correlation between email and social channel engagement Yesmail Confidential 49
  50. 50. Email Trends Over the Three Month PeriodEmail is holding a steady position with deployments having a minimalfluctuation of 1% to 3% over the three month tracked period. Email Campaign Volume Jan-March 2012 As we showed in the individual360 channel break-down, we can340 now link email to customers’320 social engagement with your300 brand. If brands want to increase social engagement,280 they need to develop a multi-260 channel marketing strategy240 that incorporates coordinated220 email and social campaign200 deployments that transcend Month 1 Month 2 Month 3 digital channels. Yesmail Confidential 50
  51. 51. Deployment Trends Over the Three Month Period Number of Email Campaigns Deployed per Weekday • 35% of all email campaigns are200 deployed on Monday or Friday with180 those being the top 2 deployment160 days over the three month period.140120 • Only 20% of campaigns are sent100 over the weekend, which can be80 perceived as an area of opportunity60 for brands40 • Monday is the most consistently20 used day for email deployments 0 Yesmail Confidential 51
  52. 52. Deployment Trends Over the Three Month Period Number of Email Campaigns Deployed per Weekday An interesting opportunity for200 brands would be deploying email in180 the early morning hours on160 weekends so their message is at140 the top of the inbox when120 customers wake up on the100 weekend.806040 Since this is when most shopping20 is typically done, this approach 0 may prove successful in promoting weekend shopping. Yesmail Confidential 52
  53. 53. Time of Day Trends Over the Three Month PeriodIn contrast to the social channels, the preferred times for email deploymentfavor early mornings:• The 6am – 10am ET timeslot is most popular for email, with 43% of campaigns being deployed during that interval• Another interesting contrast is the least popular timeslot for email deployment 6pm – 10pm. While this time is generally popular with social campaign deployment, it comprises a mere 3% of email deployment• Recalling our earlier analysis regarding Social Campaigns having better Engagement when tied to email, Marketers should look at using time of day to cross promote over the email and social channels Yesmail Confidential 53
  54. 54. ConclusionCompetitive intelligence is essential for developingengaging digital campaigns in the following ways:• It provides a complete picture of the competitive and industry landscape and allows marketers to gauge competitive campaign effectiveness on multiple levels and across multiple channels• Marketers can adjust their deployment and content strategy based on insights drawn from their competitors’ lucrative campaigns• Measure engagement for each social media channel alongside email to evaluate how your email marketing efforts drive your social channel engagement Yesmail Confidential 54
  55. 55. Download the full Request a demo ofreport & get all Yesmail Marketinsights HERE! Intelligence HERE!Jason WarnockVP, Market Intelligence & MeasurementYesmail Interactivejason.warnock@yesmail.comwww.yesmail.com1-877-YESMAIL
  56. 56. THANK YOU!
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