Join the conversation  #SherpaWebinar            #sherpawebinar      @realhearandplay • @DanielBurstein
Sponsored by:                Oct. 24, 2012
Panel Presenters                          Daniel Burstein                          Director, Editorial Content            ...
Join the conversation  #SherpaWebinar            #sherpawebinar      @realhearandplay • @DanielBurstein
MarketingSherpa is a research and publishingorganization serving the marketing community•   MarketingSherpa’s annual    re...
Research Background• We surveyed over 3,000 marketers focused  on lead generation to uncover:   • Top challenges   • Best ...
Whats best way to address “automated emails are off-brand” perception at upper management? – Justine               "We jus...
Please indicate the level of EFFECTIVENESS for each of the emailengagement and relevancy tactics your organization employs...
Poll: What type of automated, event-triggered, lifecycle email messages doesyour organization deploy?           •   Welcom...
What type of automated, event-triggered, lifecycleemail messages does your organization deploy?                        #sh...
Who I Am (The Quick Version) •   Grew up in Long Beach, CA •   Started Hearandplay.com in 2000 with $70 •   By 19, we grew...
#sherpawebinar@realhearandplay • @DanielBurstein
“Automated” & “Personal” in   the same sentence…    An oxymoron?                   #sherpawebinar             @realhearand...
In This Presentation• Why the words “Automated” and “Personalized” are  not contradictory, and…• How to achieve both by ut...
For These Slides & Free 26-pg Report,   “How To Harness The Power Of  Automation To Make More While           Working Less...
Marketing Automation“The Process OfScaling Personal   Attention”                #sherpawebinar          @realhearandplay •...
“Marketing Automation has been   called the most transformativeadvancement in sales and marketingsince the advent of CRM (...
Case Study: ME                                            500                                            450• Focusing on ...
Marketing Automation            “How It Works”• Relies on collecting lots of data (always be  collecting data!)• Uses data...
Before                                      After•We asked for skill level and favorite      •Ask the same questions but a...
#sherpawebinar@realhearandplay • @DanielBurstein
Before                                      After•Used a “one-to-many” broadcast             •Use conversational tone & re...
Data Collection       #sherpawebinar @realhearandplay • @DanielBurstein
Data Collection       #sherpawebinar @realhearandplay • @DanielBurstein
Data Collection       #sherpawebinar @realhearandplay • @DanielBurstein
Before                                      After•Had no way to gauge how                    •Using lead scoring & attachi...
An Automated Sequence With 171 Steps                  #sherpawebinar            @realhearandplay • @DanielBurstein
171 Steps? Are You Crazy? • No • Segmentation: Not all prospects will receive all 171   steps in 365 days. The steps act a...
Scaling Personal Attention            #sherpawebinar      @realhearandplay • @DanielBurstein
#sherpawebinar@realhearandplay • @DanielBurstein
#sherpawebinar@realhearandplay • @DanielBurstein
#sherpawebinar@realhearandplay • @DanielBurstein
Example: Beginner Gospel Musician• Opt-in with first name, e-mail, beginner (skill), gospel (style)• Receive gospel-relate...
Example: Beginner Gospel Musician• Time on page & video usage stats as conditions in future  communications to ask user ho...
Example: Beginner Gospel Musician• Evergreen newsletters / e-mails can be used & recycled at later times  based on usage d...
Taking It A Step Further: Adding Human Touch • Incorporating multimedia   channels. • Adding personalized (and even   gene...
Taking It A Step Further: Adding Human Touch • SMS “Tip of the Week” – Mobile Music Minutes • Starbucks gift cards and coo...
Package Stickers         Mobile                E-mail                                                  (Pre-recorded Msg)F...
Upselling & Cross-selling • All upselling and cross-selling is based on data in their profile • During & after purchase, u...
Market leaders including American Express, LinkedIn, HP, and  hundreds more rely on Eloqua to ensure every component of  t...
February 19-22  Las Vegas
Wrapping It Up: Action Steps • Collect key pieces of data to get the conversation   started • Use CRM that will allow you ...
Wrapping It Up: Action Steps • Every link or action taken should be tracked with CRM   system. Use data to keep conversati...
Wrapping It Up: Action Steps• Incorporate other marketing channels & multimedia  elements: direct mail campaigns, personal...
Thank You!               Daniel Burstein               Director, Editorial Content               MECLABS               @Da...
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Case Study Webinar: How an online retailer increased customer lifetime value 416% by using automated emails

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Join Jermaine Griggs, founder of Hear and Play Music, Inc., an online music teaching business, as he sits down with MECLABS’ Director of Editorial Content, Daniel Burstein, to explain how he was able to increase the average lifetime value of his customers from $90 to $375.

In this free webinar, sponsored by Eloqua, you’ll learn how Hear and Play Music, Inc.:

Increased customer lifetime value 416% by using automated email to up-sell, cross-sell, and deepen relationships with customers;
Collects customer data and uses it to tailor automated campaigns to each individual’s needs and interests;
Scores leads based on behavior within the site and email newsletters.

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  • Closed poll? “We’ll see the results in a second, but first…”
  • Case Study Webinar: How an online retailer increased customer lifetime value 416% by using automated emails

    1. 1. Join the conversation #SherpaWebinar #sherpawebinar @realhearandplay • @DanielBurstein
    2. 2. Sponsored by: Oct. 24, 2012
    3. 3. Panel Presenters Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein Jermaine Griggs Founder Hear and Play Music, Inc. @realhearandplay #sherpawebinar @realhearandplay • @DanielBurstein
    4. 4. Join the conversation #SherpaWebinar #sherpawebinar @realhearandplay • @DanielBurstein
    5. 5. MarketingSherpa is a research and publishingorganization serving the marketing community• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar @realhearandplay • @DanielBurstein
    6. 6. Research Background• We surveyed over 3,000 marketers focused on lead generation to uncover: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Content strategies • Marketing automation • Marketing analysis • Marketing operations and metrics• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion #sherpawebinar @realhearandplay • @DanielBurstein
    7. 7. Whats best way to address “automated emails are off-brand” perception at upper management? – Justine "We just key in those product numbers and product descriptions, and then it is going to populate an automatic email," Daphne Chen, Senior Manager, Email Marketing, Newegg. "We are really quite automatic in this part, and we dont spend a lot of labor to do the Shell Shocker daily alert email every day.“ Results • 60% average open rate • 6% average CTR Source: http://www.marketingsherpa.com/article/how- to/why-neweggs-dailydeal-alert-emails #sherpawebinar @realhearandplay • @DanielBurstein
    8. 8. Please indicate the level of EFFECTIVENESS for each of the emailengagement and relevancy tactics your organization employs. #sherpawebinar @realhearandplay • @DanielBurstein
    9. 9. Poll: What type of automated, event-triggered, lifecycle email messages doesyour organization deploy? • Welcome • Date Triggered • Thank you • Reengagement • Transaction • Event countdown • Post-purchase • Website behavior triggers • Upsell • Cart abandonment • Activation #sherpawebinar @realhearandplay • @DanielBurstein
    10. 10. What type of automated, event-triggered, lifecycleemail messages does your organization deploy? #sherpawebinar @realhearandplay • @DanielBurstein
    11. 11. Who I Am (The Quick Version) • Grew up in Long Beach, CA • Started Hearandplay.com in 2000 with $70 • By 19, we grew to mid-six figure business • By 21, surpassed seven figures • Today, our total sales exceed eight figures • Having bootstrapped, I attribute much of success to automated and personal e-mail marketing (relationship with customers). #sherpawebinar @realhearandplay • @DanielBurstein
    12. 12. #sherpawebinar@realhearandplay • @DanielBurstein
    13. 13. “Automated” & “Personal” in the same sentence… An oxymoron? #sherpawebinar @realhearandplay • @DanielBurstein
    14. 14. In This Presentation• Why the words “Automated” and “Personalized” are not contradictory, and…• How to achieve both by utilizing demographic and psychographic data collected to customize user experience (message  market match), which…• Improve conversions, lowers opt-outs, and increases customer retention / ltv. #sherpawebinar @realhearandplay • @DanielBurstein
    15. 15. For These Slides & Free 26-pg Report, “How To Harness The Power Of Automation To Make More While Working Less” Visit: www.AutomationClinic.com/ms #sherpawebinar @realhearandplay • @DanielBurstein
    16. 16. Marketing Automation“The Process OfScaling Personal Attention” #sherpawebinar @realhearandplay • @DanielBurstein
    17. 17. “Marketing Automation has been called the most transformativeadvancement in sales and marketingsince the advent of CRM (Customer Relationship Management)” #sherpawebinar @realhearandplay • @DanielBurstein
    18. 18. Case Study: ME 500 450• Focusing on 400 350 automated, personalized e-mail 300 250 LTV marketing increased my 200 150 lifetime customer value by 100 50 416% in 14 months (from $90 0 2007 2008 2009 2010 2011 to $375+)• Avg global clickthrough rate of 41.28% Today: #sherpawebinar @realhearandplay • @DanielBurstein
    19. 19. Marketing Automation “How It Works”• Relies on collecting lots of data (always be collecting data!)• Uses data to segment prospects & customers to deliver personal experiences a human could NEVER manage. #sherpawebinar @realhearandplay • @DanielBurstein
    20. 20. Before After•We asked for skill level and favorite •Ask the same questions but actuallystyle on opt-in form started USING THE DATA•Same follow up to all users with •Users are segmented & receive“personalized” fields (i.e. – “learning authentic e-mails based on style,*jazz+ piano”) skill level, and behavior (clicks/purchases/time on page)•There was a set-in-stone schedule •Everything is conditional and basedof follow up e-mails on user behavior. One e-mail may trigger another, and another. #sherpawebinar @realhearandplay • @DanielBurstein
    21. 21. #sherpawebinar@realhearandplay • @DanielBurstein
    22. 22. Before After•Used a “one-to-many” broadcast •Use conversational tone & referencetone because we had no choice past actions taken (e.g. - “Bob, I noticed you checked out my last gospel lesson on traditional hymns”)•Once in our system, no additional •Every action taken results in a tagdata was used to alter future added to their profile, which can becommunications (static follow-up) used as a condition in future automated e-mails (dynamic)•Once the sequence was over, it was •Like quantum physics, packets ofover possibilities exist based on accumulated profile data (promotions can be repeated for those who didn’t click or buy, new promotions started, etc.) #sherpawebinar @realhearandplay • @DanielBurstein
    23. 23. Data Collection #sherpawebinar @realhearandplay • @DanielBurstein
    24. 24. Data Collection #sherpawebinar @realhearandplay • @DanielBurstein
    25. 25. Data Collection #sherpawebinar @realhearandplay • @DanielBurstein
    26. 26. Before After•Had no way to gauge how •Using lead scoring & attaching pointsresponsive a prospect was to each action (click, view, time on page, purchase), distinguishes hot from cold leads/customers.•Offers were sent at arbitrary •Offers are sent when prospects passintervals (based on generic research certain thresholds (lead score, “x ofbut not tailored to prospect’s last y” messages clicked, avg buyingreceptivity) cycle period exceeded, etc.)•Prospects had no control over what •With the insertion of a simplemessages they received trackable link, prospects can be asked to click if they have interest in receiving further details on the subject matter (or even yes vs no links) #sherpawebinar @realhearandplay • @DanielBurstein
    27. 27. An Automated Sequence With 171 Steps #sherpawebinar @realhearandplay • @DanielBurstein
    28. 28. 171 Steps? Are You Crazy? • No • Segmentation: Not all prospects will receive all 171 steps in 365 days. The steps act as “possibilities.” • Some steps are genre-specific • Some steps are behavior-specific • Some steps are holiday/anniversary-driven • Some steps are cyclical • Some steps utilize multimedia #sherpawebinar @realhearandplay • @DanielBurstein
    29. 29. Scaling Personal Attention #sherpawebinar @realhearandplay • @DanielBurstein
    30. 30. #sherpawebinar@realhearandplay • @DanielBurstein
    31. 31. #sherpawebinar@realhearandplay • @DanielBurstein
    32. 32. #sherpawebinar@realhearandplay • @DanielBurstein
    33. 33. Example: Beginner Gospel Musician• Opt-in with first name, e-mail, beginner (skill), gospel (style)• Receive gospel-related communications (with colloquial language to build rapport)• Every e-mail clicked, video watched, & minutes stayed on page result in points added to their lead score (which affects frequency)• As they watch lesson samples sent via e-mail, 2-question surveys collect further data that be used in future. #sherpawebinar @realhearandplay • @DanielBurstein
    34. 34. Example: Beginner Gospel Musician• Time on page & video usage stats as conditions in future communications to ask user how they enjoyed the lesson and even offer a follow up lesson.• If desired action wasn’t taken, benefits of CTA can be re-emphasized• Weeks later, follow-up steps can reference past similar actions taken to further current desired actions (e.g. – “This video is similar to the one you watched a few weeks ago.”). #sherpawebinar @realhearandplay • @DanielBurstein
    35. 35. Example: Beginner Gospel Musician• Evergreen newsletters / e-mails can be used & recycled at later times based on usage data.• Anniversaries are acknowledged (e.g. – “It’s been six months since you first committed to learn gospel music on the piano”).• Soft offers are generally presented under content or as an aside early on (“P.S.”).• Hard offers are presented once user has passed lead score thresholds, has clicked certain # of links, has requested front end offer, has raised their hand by clicking previous links, and a number of combinations thereof. #sherpawebinar @realhearandplay • @DanielBurstein
    36. 36. Taking It A Step Further: Adding Human Touch • Incorporating multimedia channels. • Adding personalized (and even generic) audio messages to various e-mail follow up. • Voice broadcasting to emphasize a particular e-mail sent or campaign started. • Sending birthday cards. • Offline personalized postcards. #sherpawebinar @realhearandplay • @DanielBurstein
    37. 37. Taking It A Step Further: Adding Human Touch • SMS “Tip of the Week” – Mobile Music Minutes • Starbucks gift cards and cookies (customers who pass various monetary thresholds) • Incorporating direct mail (catalogs, direct mail offers sent once various e-mail thresholds have been met) #sherpawebinar @realhearandplay • @DanielBurstein
    38. 38. Package Stickers Mobile E-mail (Pre-recorded Msg)Free CD Offer Newsletter (Direct Mail) Catalog Postcard LettersBirthday Card Personalized Cookies & Gifts Internet Audio Personal Voice Broadcasts #sherpawebinar @realhearandplay • @DanielBurstein
    39. 39. Upselling & Cross-selling • All upselling and cross-selling is based on data in their profile • During & after purchase, user is shown offer based on hierarchy: what they just bought, what they’ve already bought, and what they’ve proven to be interested in (based on tags/data in record), and current customer value. • Global Upsale Rate: 33.8% • Follow-up backend selling utilizes RFM analysis: Recency, Frequency, Monetary. • Average customer now comes back 9.14 times #sherpawebinar @realhearandplay • @DanielBurstein
    40. 40. Market leaders including American Express, LinkedIn, HP, and hundreds more rely on Eloqua to ensure every component of their marketing works harder. Eloqua provides Modern Marketers with the Expertise, Education and Technology needed to help drive revenue • The most powerful marketing automation platform available • Dedicated modern marketing expertise and services • Comprehensive education and training to maximize your investment Our goal is to help our customers become the fastest growing companies in their categories.For more information visit www.eloqua.com call 866-327-8764 or email demand@eloqua.com
    41. 41. February 19-22 Las Vegas
    42. 42. Wrapping It Up: Action Steps • Collect key pieces of data to get the conversation started • Use CRM that will allow you to continually add and act upon data and tags in user records • Build out different paths within the sequence for your most active users to follow (course correction for others) #sherpawebinar @realhearandplay • @DanielBurstein
    43. 43. Wrapping It Up: Action Steps • Every link or action taken should be tracked with CRM system. Use data to keep conversational tone. • Implement an internal “scoring” system that distinguishes your hottest prospects and customers from the rest. • Don’t be afraid to have 5 “almost” duplicate steps that cater to the exact needs of different segments vs one- size-fits-all. #sherpawebinar @realhearandplay • @DanielBurstein
    44. 44. Wrapping It Up: Action Steps• Incorporate other marketing channels & multimedia elements: direct mail campaigns, personalized audio, video, post cards, birthday cards, gift cards… especially to hyper-responders.• Use behavior data to cross-sell based on last purchases, last pages visited, time on page ranking, lead score, etc.• Remember: Don’t be afraid to use a personal, conversational tone… even in B-to-B. “Companies are People.” #sherpawebinar @realhearandplay • @DanielBurstein
    45. 45. Thank You! Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein Jermaine Griggs Founder Hear and Play Music, Inc. @realhearandplay #sherpawebinar @realhearandplay • @DanielBurstein

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