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Advanced Tactics For Engagement Marketing
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Advanced Tactics For Engagement Marketing

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Case study examples of how innovative marketers use Email, in combination with other digital marketing tactics and technologies to engage customers and drive genuine business impact.

Case study examples of how innovative marketers use Email, in combination with other digital marketing tactics and technologies to engage customers and drive genuine business impact.

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  • Genworth Financial uses ANNUITY OUTLOOK to:Keep independent Financial Planners, Brokers and Agents informed about Genworth Financial investment and retirement planning products.Promote Genworth Financial product resources for download.Details:ANNUITY OUTLOOK is sent weekly by corporate marketing on behalf of each Regional Vice PresidentList of recipients is pulled from Salesforce.com which is integrated with ExactTargetGenworth Financialuses ExactTarget’s dynamic content technology to personalize andtailor email content to the needs of individual subscribers. Two statistics validate that this strategy is delivering big results:Personalized (sent on behalf of the sales executive) produced a 7-10% higher open rate compared to non-personalized emailSales were 39% higher for Genworth customers who received personalized e-newsletters compared to those who did not
  • Websense’s Email strategy to customers, prospects & channel partners involves:Segmentation – different messages for different audiences, and how ET helps us manage thatProduct awareness – messages developed to update current customers on what is new with their productsEducation – training webcast invitations for end users as well as partnerLead gen – lead management and nurturing – Action/Interest based messaging
  • Volvo Construction Equipment sends its Remarketing Email each week to approximately  1,200 select customers / dealers / brokers and averages a 20% open rate.  Using ExactTarget’s content syndication, Volvo Construction Equipment captures the HTML from its online inventory Website and automatically populates its email marketing messages without having to manually enter inventory data or other information.  To further boost the performance of the campaign, the equipment maker integrates ExactTarget with Microsoft Dynamics CRM and Omniture web analytics to track subscriber activity and refine future messages. “We’ve reduced overall build time of our remarketing emails by more than 50 percent with content syndication,” said John Johnston, eBusiness Marketing Manager.  “Using ExactTarget’s API, we automate the import of the HTML from our inventory site and never have to manually replicate information to build our marketing emails.  It’s a huge time saver.”
  • Motorcycle Superstore revs up sales with personalized e-mail marketingProving that customers can still be inspired to make purchases even in an uncertain economy, Motorcycle Superstore saw a 21.7% revenue increase in the first week after launching an e-mail campaign Sept. 21 that incorporated personalized product recommendations.  With what the company calls its one-to-one merchandising, Motorcycle Superstore uses behavioral data gathered with WebTrends Inc. technology combined with its e-mail marketing application from ExactTarget to send e-mail messages with personalized product picks. These items appear on the lower part of the messages and are based on customer visiting habits over the previous two weeks.
  • Tactic: Use Email for Multi-channel MarketingWorking with Customer Portfolios, Johnston & Murphy has segmented their subscribers into different groups based on purchase behavior. Messaging is then tailored to the specific needs of each group based on this behavior & new purchases can move them into different categories.ChallengeHow to drive purchase through online store, catalog, and retail storesHow to accelerate re-purchaseSolutionInvite opt-in through website and storesExecute automated email campaigns that deliver personalized offers based on interest or purchase behaviorResults (in last 24 Months)New Customers: Up 29%Email Open Rate: Up 18%Email Response Rate: Up 44%Sales Generated from Email: Up 33%Integrated with Omniture to do predictive modeling and recommendation of best offer based on previous purchase
  • Combining email with web analytics for intelligent remarketing is all the rage these days. Yes, it’s been around for a while, but people are just now figuring it out, and when they do figure it out, they are seeing a huge uptick in the amount of sales driven from these emails – all from what would potentially be a lost customer. SkyMall is an example of a client that integrates their email campaign with data from Coremetrics. If you’ve ever flown on a plane you know who SkyMall is, but in addition to orders from catalogs, they do a large amount of business on the web as well as over the phone. SkyMall has spent a lot of time understanding buying patterns within their customer base and they constructed a truly intelligent remarketing campaign: Daily, Coremetrics provides a list of individuals who are registered to receive email and left the website with one or more products in their shopping cart.SkyMall waits 2-3 days before sending a remarketing email because what they’ve found is that many people browse online and then pick up the phone and call in their order. In the 2-3 days that they are waiting, they have automated the process of comparing the list from Coremetrics against their phone order data to remove anyone who has purchased. Finally, they send an email trying to reengage the potential buyer. They often change up the call to action to see what works best. Sometimes its just a reminder that they have items left in the cart, sometimes they do a discounted shipping offer, and sometimes they even offer up a phone number for the individual to call in and get assistance. No one approach works for any one company – you’ve got to get creative.
  • Cable Chopping Network’s email marketing strategy accounted for 8% of total online revenue 2007 and 17% of total online revenue 2008. One of the keys to success for this $40M marketer of collectibles company, is their automated system for remarketing emails. The automated system – which uses ExactTarget and Omniture – sends customized emails to online shoppers who have placed an item in their shopping cart, but have not completed the purchase. The emails ask the shopper if they encountered difficulties in the checkout process and offer a discount for completing the purchase. According Steve Harris, VP Marketing for Cable Chopping Network, CSN’s email remarketing strategy accounts for more than $250,000 in “recaptured” sales annually. This represents a 5X return on CSN’s annual ExactTarget software licensing investment.
  • Gordmans ProfileGordmans is an Omaha-based retailer of ELP (Everyday Low Price) merchandise. The company has 65 stores and is considered a higher-end version of Marshalls. Email marketing is the backbone of Gordmans direct marketing strategy used in combination with limited direct mail to drive traffic to storesOne of Gordmans most successfulemail campaigns is its automated Birthday Email which is triggered by the customer’s birth date that is captured at email subscription.Results:70.5% Open Rate4.3% Conversion Rate (of delivered)6.0% Conversion Rate (of opened)“Happy Birthday” Offer Transaction is 33% higher than average!
  • About Mike’s Car WashOpened in 1948 in Fort Wayne, grown to 34 locations. (28 in Indiana and 6 in Ohio)Family-owned and operated500 employeesEmail Marketing Campaign Drives 60% Increase in Fathers Day Gift SalesUsing email marketing software from ExactTarget, Mike’s Car Wash generated a 60% increase in online purchase of Father’s Day car washbook sales over 2008Current goal is focused on expanding the email subscriber database and using this database to execute targeted one-to-one direct marketing promotions of car wash book sales for events like Christmas, Father’s Day, Mother’s Day, etc.Mike’s Email Subscriber Acquisition StrategyMike’s Car Wash ran its “Talk to Mike’s” survey promotion for approximately 30 days at all 36 of our Indiana and Ohio locations. During that time, approximately 400,000 invitations to take our survey were distributed on receipts. Out of the 400,000 Mike’s acquired 37,907 unique, usable addresses. Only allowed one free wash per email address so repeat customers were not able to receive multiple free washes. The promotion we ran was fairly complex. Mike’s elected to give a free wash to each customer who completed the survey with the extra condition that the free wash would mirror whichever wash service the customer had purchased (Express, Choice or Works). This meant that Mike’s had 3 different emails that could be sent via triggered sends depending on the type of wash the customer had purchased. Another condition of the promo was that each wash coupon code had to be unique.  Mike’s accomplished issuing a unique code using ET’s live offer functionality which allowed them to create a barcode image with a unique code automatically at the time the email was sent. The codes used in the emails were pulled from a dataset that Mike’s uploaded into ET’s system.    So that Mike’s could send the customer the correct type of wash, Mike’s required the customer to provide their “Sale ID” which is a unique identifier in Mike’s POS system database. Using the Sale ID Mike’s was able to pull their sale information from the POS. Once Mike’s had that data, they used the ET web services API to trigger the correct email. Checking the Sale Id also allowed Mike’s to ensure that the individual taking the survey was in fact a customer and that they had not used the Sale ID to complete the survey before.
  • The Taco John’s program launched in early July and it’s on track to meeting the goals that wereset for the program.  In the first month, Taco John’s signed up over 14,000 new members for Potato Olés® Maniacs and the growth rate continues to be on track.  In addition to the email program we also have set up social media platforms on Facebook (www.facebook.com/tjmaniacs) and Twitter (www.twitter.com/tjmaniacs) to give our Maniacs more ways to talk to Taco John’s and importantly for Taco John’s to have an on-going dialogue with them. 
  • All social media needs email to survive. The inbox is THE foundation of social media.
  • Papa John’s used Social Forward (ExactTarget’sShareThis integration) for its 2009 March Madness promotionIn the first 3 days, Papa John’s attracted 135,000 to its Facebook page added more than 45,000new email subscribers
  • Dreamfields uses SEO, PPC and Word of Mouth to attract consumers to www.trydreamfields.comConsumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”In less than three years, Dreamfields has built an opt-in database of 500,000+ consumer email subscribers and 20,000 healthcare professional email subscribersDreamfields uses ExactTarget to deliver offers, recipes, and coupons to subscribers; invites them to visit the Dreamfields page on Facebook where they can exchange their recipes and experiences with other consumersDreamfilelds is now using ExactTarget’s Social Forward capability to invite subscribers to forward Dreamfields email with friends in their social networks. This will have an enormous impact on subscriber database growth and product salesAs of August 20, 2009, Dreamfields sales are up 13% year to date while all other brands in the category are down or flat.For FY 2009, Dreamfields 8.3 million pounds of pasta, a 177% increase over FY 2005Dreamfields has reduced its advertising budget by 95% since converting to its digital marketing strategy
  • Scotts combines Coupons Inc. dynamic logic code that was implemented on its site, and HTTP GET commands on a Microsite landing page served by ExactTarget to create a dynamic link AND customized page for the visitor. Scotts will be using this on 3 different campaigns. This one is for Scotts EZ Seed product which will have a ton of media and word of mouth marketing behind it. The other is through a TV spot for Scotts Advantage, and the 3rd one will be supporting a new product launch in some test markets.
  • Brand Fans have become your best marketers.
  • All social media needs email to survive. The inbox is THE foundation of social media.
  • Pier 1 Imports goes mobilePier 1 Imports is partnering with Barnes & Noble for an SMS sweepstakes as part of its efforts to reach a younger demographic.The retail giant has deployed in-store mobile calls-to-action -- signage next to the prize, a Papasan chair -- in 100 Barnes & Noble bookstores near college campuses. Consumers who text in receive a text message confirming their registration in the sweepstakes and asking them to opt-in to receive promotional emails from Pier 1 Imports.The Pier 1 Imports SMS sweepstakes campaign started July 15 and is running through Sept. 30.The campaign is keyword-specific -- with a unique keyword for each store -- so Pier 1 can identify from which store each consumer texts in.The call-to-action asks consumers to text a keyword with their email address to Pier 1's short code to enter to win the Papasan chair."The goal for the SMS initiative is integration with the email campaign, basically creating a trickle campaign on the back-end," Mr. Haddox said. "Rather than lumping these college students in with our main marketing campaign, we're segmenting them and treating them differently."We have to speak to a younger demographic in a different way," he said. "We're trying to engage them and getting them to come in-store, and there are various ways, including the SMS sweepstakes.“In April, Pier 1 will be using SMS to make it easy for store visitors to opt in to its email program. The test will run in all Pier 1 California stores. This is a cool campaign because Pier 1 is not only inviting subscribers to opt into its email program but is also asking them (via email) to provide a full set of personal data (including their Twitter handle) with the promise of $5 off their next purchase.
  • Scotts products – like Turf Builder – are used by many major league baseball park groundskeepers. Fenway Park in Boston is one MLB ballpark where Scotts products are used. And Scotts is also a major advertiser at Fenway.In 2009, Scotts began experimenting with “between innings” text campaigns as a tactic to attract new subscribers to Scotts’ Lawn Care Update e-newsletter. The campaign is a natural for Scotts because fans can see how effective Scotts products are for Fenway Park, and Scotts uses “direct response text” to make it easy for fans to get information on how they can also get the same results for their lawn using the right Scotts products at the right time.The campaign test has been so successful that Scotts will expand it to other MLB parks in 2010.
  • Talking Points: Marketers need an interactive marketing hub: ExactTarget is the central point for all digital marketing communications. ExactTarget provides a single control point for sending messages and managing interactions. Marketers need a single point to manage all data:ExactTarget offers the most robust platform to aggregate any type of marketing data (e.g. CRM, POS, web analytics) with their tracking data to provide a complete profile of customers for marketing, remarketing and transactional messaging. Power multi-channel interactive marketing programs: ExactTarget powers permission-based messaging across all digital channels, including email, mobile, social and sites.

Advanced Tactics For Engagement Marketing Advanced Tactics For Engagement Marketing Presentation Transcript

  • EMAIL +
    Advanced Tactics for Attracting, Engaging, and Serving Customers
    Joel Book
    Principal, Marketing Research & Education Group
    Twitter: @joelbook
  • We are in the Middle of a Media Revolution
  • Addressable Voice
    Mobile Email
    SMS + MMS
    IM
    Email
    Direct Mail
    Telephone
    The Marketing (R)evolution
    Mobile Email
    SMS
    IM
    Email
    Direct Mail
    Telephone
    IM
    Email
    Direct Mail
    Telephone
    IM
    Email
    Direct Mail
    Telephone
    Direct Mail
    Telephone
    <1990
    1990s
    1999
    2000s
    2010
    TV
    Radio
    Print
    Display
    TV
    Radio
    Print
    Display
    Website
    Search
    Online Display
    TV
    Radio
    Print
    Display
    Website
    Search
    Online Display
    Paid Search
    Landing Pages
    Microsites
    Online Video
    Webinars
    Affiliate Marketing
    TV
    Radio
    Print
    Display
    Website
    Search
    Online Display
    Paid Search
    Landing Pages
    Microsites
    Online Video
    Affiliate Marketing
    Webinars
    Blogs
    RSS
    Podcasts
    Wikis
    Social Networks
    Mobile Web
    TV
    Radio
    Print
    Display
    Website
    Search
    Online Display
    Paid Search
    Landing Pages
    Microsites
    Online Video
    Affiliate Marketing
    Webinars
    Blogs
    RSS
    Podcasts
    Wikis
    Social Networks
    Mobile Web
    Behavioral
    Social Media & Ads
    Virtual Worlds
    Widgets
    Twitter
  • “The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums.”
    Source: Booz Allen Hamilton
    HD Marketing 2010: Sharpening the Conversation
  • Marketers are Increasing Spending on Mobile, Email, Search, Social Marketing 
    • 28% of marketers are shifting budgets to digital channels.
    • 54% plan to increase budgets for email marketing.
    • 66% plan to increase investments in social media.
    • 56% plan to increase budgets for mobile marketing.
    • 64% of companies plan to increase budgets in SEO.
    • 51% plan to increase budgets for paid search.
    Marketing Budgets 2010: Effectiveness, Measurement and Allocation
    Produced by: ExactTarget and eConsultancy
    Survey Sample: 1,000+ Marketing Professionals, B2B and B2C
  • What’s Driving the Shift to Digital Marketing?
  • “Those who buy products marketed through email spend 138% more than non-readers of email.”
    Source: Forrester Research
    “E-Mail Marketing Comes of Age.”
  • 50 million U.S. Internet users are active users of social networks.
    Source: USC, “The Digital Future”
  • “Smartphones will comprise 37% of global handset sales by 2014.”
    Source: Pyramid Research
  • What Does This Mean for Marketers?
  • Email Remains The “Retention Channel of Choice”
    82% of top marketers reported that email was their advertising channel of choice for retention
    Expected 2009 U.S. E-mail Expenditure Breakdown (MM)
    Transactional
    Acquisition
    Retention
  • Social and Mobile Need Email to Deliver Meaningful ROI
    Email is still the most powerful way to reach consumers, even as they spend more time with social media and on mobile devices
    Social Media’s Influence on E-mail Marketing, According to E-mail Marketers 08/09 (% of respondents)
    Social media is a partner to email as email provides new ways to share and engage with customers and prospects
    Extends the reach of e-mail content to new markets
    Increases brand reputation and awareness
    Increases the ROI of e-mail programs
    Accelerates the growth of e-mail lists
    Generates more qualified leads
  • Email is the Linchpin to Multi-Channel Marketing
    1
    3
    Email + Social Media
    • Expands message distribution through sharing
    • Attracts new customers, new email subscribers
    Email + POS
    • Email drives new and repeat customers to retail
    • Enables retailers to use data to personalize offers
    2
    4
    Email + eCommerce
    • Enables recovery of cart abandoners
    • Drives purchase usingbehavior-triggered email
    Email and Mobile
    • Enables usage of SMS to make email opt-in easy
    • Drives response through triggered alerts, e-coupons
    5
    Email +CRM
    Automating Personalization
    • Enables better customer segmentation to
    deliver targeted and relevant messages
    • Provides automated lead nurturing
  • EMAIL +
    How Smart Marketers Use Digital Media to Attract, Engage, and Retain Customers
  • EMAIL+CRM
    AUTOMATING INTERACTION
  • EMAIL + CRM
    RESELLER
    EDUCATION
  • EMAIL + CRM
    CUSTOMER SERVICE
    Pre-Flight Email
    Post-Flight Email
    Newsletter
    EXACTTARGETinACTION
    www.
    .com
  • EMAIL+ CRM
    LEAD GENERATION
  • EMAIL+ CRM
    LEAD NURTURING
    Product Launch
    Event Invite
    Newsletter
    Product News
    Webinar Invite
  • EMAIL + CRM
    SALES SUPPORT
    FOR DEALERS
  • EMAIL + CRM
    SALES SUPPORT
    FOR DEALERS
  • EMAIL + ANALYTICS
    INTELLIGENT MESSAGING
  • EMAIL + ANALYTICS
    PERSONALIZED RECOMMENDATIONS
  • EMAIL + ANALYTICS
    PERSONALIZED RECOMMENDATIONS
  • Johnston & Murphy drives quicker purchase cycles with time sensitive offers
    Increased Sales by:
    33%
    Program Focus Areas:
    • Offers based on behavioral modeling
    • Promotes next best offer based on past purchase
  • EMAIL + ANALYTICS
    RE-ENGAGING ONLINE SHOPPERS
  • EMAIL+ ANALYTICS
    SHOPPING CART
    RECOVERY
  • EMAIL+ ANALYTICS
    TRIGGERED
    REMARKETING
  • EMAIL + POS
    DRIVING DEMAND
  • EMAIL + POS
    TRIGGERED OFFERS
  • EMAIL + POS
    SUBSCRIBER ACQUISITION
  • EMAIL + POS
    BUILDINGLOYALTY
  • EMAIL + SOCIAL
    FUELING THE CONVERSATION
    EXACTTARGETinACTION
    www.
    .com
  • THE SOCIAL MEDIA OPPORTUNITY
    • 75% of social media users say email is the best way for companies to communicate with them1
    • 50% of all content shared is shared using email2
    • Twitter users twice as likely to engage with brands than other social network users3
    • 66% of Fortune 100 engage via Twitter4
    1MarketingSherpa, 2010
    2ShareThis, 2009
    3 CoTweet, 2010
    4 CoTweet, 2010
  • EMAIL + SOCIAL
    USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE
  • EMAIL + SOCIAL
    DRIVING DEMAND
    EXACTTARGETinACTION
    www.
    .com
  • EMAIL + SOCIAL
    DRIIVE RETAIL SALES
    ATTRACT SUBSCRIBERS
  • EMAIL + SOCIAL
    FUELING THE CONVERSATION WITH TWITTER
    Whole Foods Leverages Twitter
    • 1,750,000 Followers on @wholefoods
    • 294 Stores on Twitter using CoTweet
    • 4 topical (wine, cheese) on Twitter
  • Creating brand advocates is now just as important as creating brand awareness.
  • “BRAND FANS”
    ARE NOW
    YOUR BEST MARKETERS
  • EMAIL + MOBILE
    MOBILE
    IMMEDIACY
  • EMAIL + SMS
    SUBSCRIBER ACQUISITION
  • EMAIL + SMS
    SUBSCRIBER ACQUISITION
    Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply
  • EMAIL + MOBILE
    RETAIL SALES ACCELERATOR
    Redemption rates for mobile coupons are between 5 and 20 percent.
    Source: Cellfire
  • Marketing is a
    24 x 7 Conversation
  • Are You Equipped to Fuel the Conversation?
  • INTEGRATED TECHNOLOGY IS CRITICAL
  • INTEGRATED TECHNOLOGY IS CRITICAL
  • ExactTarget’s Interactive Marketing HubTM
  • Joel Book
    ExactTarget, Inc.
    Phone: 317.275.5444
    Email: jbook@exacttarget.com
    Blog: EmailMarketingbytheBook.com
    Twitter: @joelbook