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The A-to-Zs of Email Retargeting [PPT]
 

The A-to-Zs of Email Retargeting [PPT]

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Over 80% of users do not open their emails. Email retargeting enables you to target these users with display ads, to get them to re-engage. Email retargeting also gives you a new way to reach users ...

Over 80% of users do not open their emails. Email retargeting enables you to target these users with display ads, to get them to re-engage. Email retargeting also gives you a new way to reach users who have gone ‘inactive’ on your email lists. In this comprehensive webinar, learn about:

--Offline and online email retargeting
--Budgeting and planning your email retargeting campaign
--Increasing conversions with rich media ads integrated with marketing automation (MAP) / CRM
--Detailed analytics to optimize your retargeting campaign

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  • Sales organizations need more help than ever qualifying and converting opportunities by improving lead management. Lead management is a process that aligns marketing and sales, from lead generation to lead execution. By expanding social marketing in the sales process, companies can improve lead quality and ensure higher conversion rates by sales.Process steps for marketing include:Lead generationCollectionQualification and scoringNurturingPrioritizationAugmentationDistribution

The A-to-Zs of Email Retargeting [PPT] The A-to-Zs of Email Retargeting [PPT] Presentation Transcript

  • Email Retargeting Explained: From A to Z Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
  • OBJECTIVES Webinar Objectives • Educate marketers on new opportunities to accelerate demand creation and nurture programs through Email Retargeting • If you are new to Display and Retargeting, this webinar will point you to introductory resources, and from there we will focus on Email Retargeting.
  • Kwanzoo’s Cloud-based Marketing Integration Platform
  • New to Display and Retargeting? These webinars may be helpful: Display Advertising 101: http://www.kwanzoo.com/lp/go/display-advertising-101/ The Complete Guide to Retargeting: http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargetingwebinar
  • AGENDA 1. Email Retargeting: The Basics 2. Planning & Budgeting Email Retargeting Campaigns 3. Running Email Retargeting Campaigns 4. Analytics, Reporting & Advanced Strategies 5. Questions
  • Email Retargeting: The Basics
  • Email Retargeting: The Basics 1. What is email retargeting? 2. Different retargeting strategies (Site, Search, Email, CRM) 3. Rich media ads for Email Retargeting - Why? 4. Email Retargeting and The Lead Management Process 5. Viewable impressions, A/B testing
  • What is Site Retargeting ? Your Website Organic Search Email Social Ad Network PPC & Display Retargeted Ads Example: • • Visitors get tracked for retargeting (cookie’d) Tracking works beyond your website across the web 10,000 website visitors 30 impressions / visitor / month • Total of 300,000 retargeted impressions per 30 day period
  • What is Email Online Retargeting ? Serve display ads to anybody who opens your emails.
  • What is Email Offline Retargeting ? Email Retargeting Setup Retargeted Ads Retargeted Ads Target and serve ads to prospects based on their email address: Online Email Retargeting Offline Email Retargeting Code snippet is placed in email; user cookie’d upon open. An email list (provided by you) is matched to offline 3rd party cookies • Lists match rate determined when the list is submitted, usually 50-70% Ads are served to cookie’d prospects everywhere as they browse the web Ads served 1 to 5 times/day during a campaign window
  • What is CRM Retargeting ? Target ads to people using only their physical mailing address (not their email address)
  • What is Search Retargeting ? Target ads to people based on the keywords they’re searching for
  • Boost retargeting conversions with rich media – Step 1
  • Boost retargeting conversions with rich media – Step 2
  • Boost retargeting conversions with rich media – Step 3
  • Boost retargeting conversions with In-banner Lead Forms BEFORE: A/B testing showed over 30% higher lead conversions
  • Introducing Video Lead Form Ads • Link in your marketing or training video from Youtube • Capture leads in the rich media ad, store directly into your MAP or CRM 1. Video 2. Overlay banner 4. Thank you screen 3. Lead form
  • Email Retargeting: A Mid-Funnel Strategy to Increase Prospect Engagement with Your Nurture Programs Top of Funnel Mid Funnel Lower Funnel Display & Retargeting In-banner lead forms Nurture Programs Video lead forms Email retargeting Webinar sign-up ads CRM retargeting Site retargeting Email engagement (rich Target by Individual Net new display leads media polls) Account-based Marketing Increase Lead Conversions 1 Persona-Based Marketing Improve Nurture Engagement 2 Full Integration and Reporting with your MAP/CRM Accelerate Your Pipeline 3
  • Viewable Impressions & A/B Testing Effective Email Retargeting Campaigns: • You can boost campaign ROI several-fold with: • Viewable impression tracking – make sure retargeted ads are “Above the Fold”, 60% of ad visible in a viewable area or in-focus page for at least 1 sec • A/B testing – Serve multiple versions of rich media ad creative. Test different content / copy / messaging / offers. Adjust campaign creative in real-time.
  • Planning & Budgeting Email Retargeting Campaigns
  • Planning & Budgeting Email Retargeting Campaigns 1. Retargeting Campaign Cost Components Media Buying, Creative, Campaign Strategy / Management 2. Recommended Minimum Campaign Duration 3. Media Spend by Strategy (Site versus Email) 4. Resources Needed: Your Options - In-house . - Outsourced (As Needed) - Outsourced (Full Service)
  • Putting Together an Email Retargeting Campaign 1. Define the goal – demand creation? re-engagement? both? 2. Budget - finalize email lists of active and inactive prospects 3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting 4. Creative - copy, design, messaging, content offers, brand guidelines, 5. Execute & Review - analytics, reporting, key metrics 6. Campaign Management – • • • Targeting – impressions/day served based on what works Bid Management – set bid prices to meet volume goals (daily/weekly) Creative updates - changes in mid-flight based on engagement / lead capture metrics
  • Budgeting for Email Retargeting: ROI Modeler
  • Budgeting for Email Retargeting: ROI Modeler – Page 2
  • Media Spend and Minimum Campaign Duration Media costs will vary by strategy: Email or CRM Retargeting Baseline at $3 CPM Add $1.50+ CPM for Email Address or Physical Address Matches 10,000 Physical / Email Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider Email or CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration
  • Options for Campaign Execution - Resources Needed 1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service) 2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service) 3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)
  • Running Retargeting Campaigns
  • Running Retargeting Campaigns 1. Retargeting Pixels & Segments 2. Retargeting Creative – Banner Ads, Rich Media 3. Building Creative & Generating Retargeting Ad Tags 4. Burn Pixels 5. Campaign Activation
  • Email Retargeting Pixel Sample Email Retargeting Pixel Email Retargeting pixel: A way to uniquely identify visitors who opened your email so they can be served ads later on across the web.
  • Build Your Rich Media Ads in 3 Easy Steps! 1. Select ad unit 2. Customize 3. Run, Optimize
  • Rich Media Ads – Setup & Customization
  • Generate Retargeting Ad Tag & Deploy
  • Manage Retargeting Campaign Execution
  • Analytics, Reporting & Advanced Strategies
  • Analytics, Reporting and Optimization 1. Analytics from Retargeting Platforms / Networks 2. Kwanzoo’s Rich Media Analytics 3. Viewable Impressions, Conversions & Partial Form Fills Advanced Strategies: Dynamic Ad Serving through Kwanzoo - Persona-based & Account-based Targeting
  • Analytics from Retargeting Platforms / Networks 1. Media Spend Impressions Served Average CPM Media Spend by Day / Week / Month 2. Visitor Data # Cookie'd Retargeted Website Visitors # Cookie’d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment 3. Conversions Completed conversion events Average Cost Per Lead (CPL / CPA)
  • Rich Media Ads – Key Analytics Basic statistics include: • • • • Impressions – # times the video lead form ad is served Engagement – the First Click on the video lead form ad Lead Captures – complete form fills on Lead Form screen Clicks – the click on the call-to-action on the Thank You screen that is presented after the Lead Form screen
  • Rich Media Ads – Detailed Analytics View detail stats including: • impressions • engagement (first click) • viewable impressions • partial form fills • lead captures • %engagement / impressions • %engagement / viewable impressions • video play duration for each engagement • %video play / total video duration
  • Lower Funnel: Retargeted ads mapped to individual personas and named accounts Rule 1 By contact data (job title, lead score, etc.) Rule 2 Prospect from named account of interest Rule 3 Default content with lead form Note: Extensible rules engine, supports personalization using Eloqua & Neustar IP <-> Company based targeting options.
  • SUMMARY 1. Email Retargeting: The Basics 2. Planning & Budgeting Email Retargeting Campaigns 3. Running Email Retargeting Campaigns 4. Analytics, Reporting & Advanced Strategies 5. Questions
  • Questions?
  • Questions? Phone: Email: Twitter: 408-216-7025 info@kwanzoo.com @kwanzoo @iyermani Resources: http://www.kwanzoo.com/resources/faq/email-retargeting-planningfaq/ http://www.kwanzoo.com/solutions/display-retargeting/supportednetworks-exchanges/