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Improve Your Emails - One Customer at a Time

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On February 2009, I was invited to speak at Etail 2009 where I provided an overview of how StubHub used the knowledge they gathered about their customers to improve the relevancy of their emails and …

On February 2009, I was invited to speak at Etail 2009 where I provided an overview of how StubHub used the knowledge they gathered about their customers to improve the relevancy of their emails and thus increasing customer responsiveness and revenue for the company\'s email channel.

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Transcript

  • 1. Improving Your Emails One Customer at a Time Albert Lee Email Marketing Manager
  • 2. Overview
    • The Importance of Segmentation
    • How StubHub Uses Segmentation
    • Learning More About Your Customer
    • Ideas for Segmentation
    • Next Steps
    • Key Takeaways
  • 3. The Importance of Segmentation
  • 4. Why is Segmentation Important to StubHub? Coldplay Fan San Jose Chicago Cubs & Whitesox Fans Chicago Theater Fan New Jersey EACH CUSTOMER IS UNIQUE Different customers are interested in different types of tickets based on category, region, etc.
  • 5. Segmentation Leads to Relevancy Region Interest Interest, Region & Timing Segment-based Campaigns
  • 6. More Segmentation, Better Results 25% 5% Source: Based on results from 2008 email campaigns
  • 7. Impact of Segmentation on Open Rates High segmentation, higher open rates
  • 8. Impact of Segmentation on Click Rates High segmentation, higher click rates
  • 9. Impact of Segmentation on Interaction 58% of users unsubscribe or stop reading if emails weren’t relevant Why users unsubscribe or stop reading?
  • 10. How StubHub Uses Segmentation
  • 11. Regional: Ticket Update What is Ticket Update? Our bi-weekly, regionally-based event newsletter How many regional versions do we feature? 30+ versions Region
  • 12. Regional: Ticket Update Source: Based on results from Ticket Update 1/20/09. *Based on averages from all regional versions. Region Seattle Tampa +0.11% Responder Rate +0.15% Unique Click-through Rate +0.27% Unique Open Rate Regional* vs. General Version
  • 13. Regional: Ticket Update Source: Based on results from Ticket Update 1/20/09. Region +3.0% Responder Rate +3.0% Unique Click-through Rate +3.0% Unique Open Rate Tampa vs. General Version +0.6% Responder Rate +0.7% Unique Click-through Rate +1.2% Unique Open Rate Phoenix vs. General Version +2.2% Responder Rate +2.6% Unique Click-through Rate +3.9% Unique Open Rate Pittsburgh vs. General Version
  • 14. Interest-based: Concert Monthly What is the Concert Monthly? Our monthly, preference-based concert event newsletter personalized by region. Interest
  • 15. Preference-based: Concert Monthly Source: Based on results from Playlist 1/6/09 and Ticket Update 1/20/09. Interest +1% Responder Rate +1% Unique Click-through Rate +1.4% Unique Open Rate Concert Monthly vs. Ticket Update SF Bay Area
  • 16. Interest-based: College Basketball Monthly What is the College Basketball Monthly? Our monthly, preference-based College Basketball event newsletter personalized by team. Interest
  • 17. Preference-based: College Basketball Monthly Source: Based on results from College Basketball Monthly 1/12/09 and Ticket Update 1/20/09. Interest +3.6% Responder Rate +3.7% Unique Click-through Rate +6.5% Unique Open Rate College Basketball Monthly vs. Ticket Update UCLA
  • 18. Interest, Region & Timing: Concert Alert What is the Concert Alert? Our automated, preference and region-based concert alert sent days before the event. Interest, Region & Timing
  • 19. Interest, Region & Timing: Concert Alert Source: Based on results from Concert Alert 1/09 and Ticket Update 1/20/09. Source: Based on results from Concert Alert 1/09 and Concert Monthly 1/20/09. Interest, Region & Timing +7.3% Responder Rate +7.5% Unique Click-through Rate +20% Unique Open Rate Concert Alert vs. Ticket Update +6.4% Responder Rate +6.6% Unique Click-through Rate +18.6% Unique Open Rate Concert Alert vs. Concert Monthly
  • 20. Interest, Region & Timing: NFL Season Program Interest, Region & Timing NFL Monthly Playoff Alert Conference Championship Alert Super Bowl Alert Source: Based on results from 2008 Season NFL Monthlies and Postseason Alerts *Based on averages from all 2008 Season NFL Monthlies. Unique Open Rate Unique Click-through Rate Responder Rate -0.5% +0.2% +2.3% +5.5% +6.0% +5.4% +5.8% +7.4% +7.1% Postseason Alerts vs. NFL Monthly*
  • 21. Learning More About Your Customer
  • 22. Preference Center
    • Objectives
    • Identify customer interests
    • Offer communication options
  • 23. Complements to Preference Center Datawarehouse Add preferences outside of account Pre-populate preference data based on transactions
  • 24. Ideas for Segmentation Using Existing Data to Segment
  • 25. Ideas for Segmentation Registration Date Determine time of existence, day of week when they visit your site, etc. 6% Source: Results from Ticket Update 1/6/09. Results pulled on 1/14/09.
  • 26. Ideas for Segmentation Location Use credit card information determine customer location by state or zip code Source: Based on results from Ticket Update 1/20/09. *Based on averages from all regional versions. +0.11% Responder Rate +0.15% Unique Click-through Rate +0.27% Unique Open Rate Regional* vs. General Version
  • 27. Ideas for Segmentation Purchase Behavior What did the customer last purchase, how much did they spend, etc. Source: Based on results from initial Welcome emails during the month of December 2008. +6.0% Unique Click-through Rate +8.1% Unique Open Rate Buyer Version vs. Default +19.6% Unique Click-through Rate +31.5% Unique Open Rate Seller Version vs. Default
  • 28. Next Steps
  • 29. The Future of Segmentation for StubHub Behavioral Data Personalize using customer site browsing and shopping behavior data from web analytics tool. Customer Lifestage Segmentation Personalize using predefined customer segments based transaction history, type, frequency, etc.
  • 30. Key Takeaways
  • 31. Key Takeaways Data is Everything The more data you have about your customers, the better you can communicate with them. Build a Preference Center Give customers the power by providing them a way to inform you about their interests and needs. Observe and Execute Customers don’t always respond the way you expect so observe what they do and build and execute around that. @

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