Hi everyone, Welcome to EIS and this breakfast presentation sponsored by StrongMail. We’re happy to have you at the VIP breakfast. Kara and I have a fun, interactive session prepared for you.Just a quick intro, my name is AH, digital mktg strategist, 10+, really good at talking w/ customers about how they can achieve success in their marketing programs.And today we’re going to specifically talk about achieving success through customer-driven marketing innovation.So without further adieu, I’ll turn it over to Kara for a brief story about one of the smartest people to ever live and his approach to achieving success.
Let me begin with a brief story from academia. It's about Albert Einstein, who taught physics at Princeton University. Each year the questions he put on the students' final exam were exactly the same as they had been the year before.Some of his colleagues became concerned about this approach. One took Einstein aside, and spoke to him firmly. "It's not the right way to make up a test," he told Einstein. "Some of the students will track down the best exam papers from last year.""I don't think so," Einstein gently replied. "It's true my exam questions remain the same each year. But the answers are constantly changing."----Back to AH:As this story demonstrates, often times we find ourselves asking the same questions over and over again. But times change, and as we are presented with these “age old” questions we must find new answers. Answers that address the unique challenges of today – and for marketers, many solutions for our challenges and opportunities rely on the quickly evolving pace of technology.So I said we were going to make this breakfast fun and interactive. I’d like to ask for two volunteers who would be interested in playing a game of Family Feud. A reduced version of it. Here’s how it’s going to work.Back in November 2011, SM conducted a “Marketing Trends” survey in which we asked ~1,000 biz leaders questions regarding their planned marketing budgets, priorities and challenges for 2012.Throughout this session, we’ll share three of those questions. The contestants will vie for the right to answer first how they think the majority of biz leaders responded. So essentially you will have one guess at naming the top response, although if your guess appears anywhere in the list of top responses you will still earn points based on the number of survey respondents who answered that particular way. At the end we will tally up your guesses and the winner will come away with a Kindle Fire.So… may I have two volunteers please? Grab the widget in order to answer first. We asked ~1,000 biz leaders the following question regarding their priorities and challenges for 2012…
When we talk about a group of individual who are “disengaged,” sometimes it’s hard to know why they are not responding. People will have their differing reasons (bored, busy). It’s safe to say that part of your disengaged audience will never re-engage, while another part will very likely be “won back.” The challenge that many marketers face is how to re-engage this audience and the approach that many marketers today are taking is to treat this disengaged audience all as one in the same. challenge is thatThe problem is that at some point if you continue to email a large audience of individuals who just simply are not resopnding, you run the risk of negatively impacting your deliverability and sending reputationSo with that said, where and how can you focus / fine tune your attention? One of the innovative things happening in the space right now is using a real-time data overlay to better understand an individual’s likelihood of re-engaging with you, as well as how valuable will they be when they re-engage. That will help you target reengagement opportunities accordingly.Let’s take a closer look at how something like this might work.
1. The first thing you need to do, and what most of you are probably already doing, is define some criteria for who meets your definition of unengaged. Typically it’s some parameter related to the last time you heard from them (LSOL).Here’s where it gets really interesting. Put that disengaged group to the side for a minute. What you would do next is develop some criteria that defines what your best customers look like. So let’s say we define our best customers as people who have bought certain types of products or services, or have been customers for a certain amount of time. Or maybe you have profile information and can see that your best customers are in a certain age range, subscribe to certain newsletters you produce.2. Now, take that disengaged population, and run a data model against it to pick out individuals who look most like your best customers. So essentially you are looking for people who have attributes that are similar to, or meet the criteria of, your best customers. 3. And when you know, out of that dis-engaged audience, who fits the criteria of your best customer, you can create a target audience for a more fine-tuned re-engagement campaign. E.g., these ppl are strong – re-engage more ppl that look like them.4. This is something you could eventually automate through whatever technology platforms you use – so you set up the program, do look-alike modeling on the fly and match your messaging accordingly. And the icing on the cake is that you can fine tune this further with tests, even subject line or offer tests, to determine the most effective combination in driving the reengagement behavior.
So let’s move to the front-end of the customer lifecycle, the very beginning. A time at which you likely know very little about your customer. Maybe they haven’t even made an inquiry, let alone a purchase. You only know them because they landed on your email list for one reason or another.An innovative approach to tackling this “black hole” or lack of actionable customer data is leverage a real-time data append to better understand new subscribers, and help you create a more relevant and effective Welcome experience.Welcome programs are very important in that they are creating a first impression and we’ve found seem to have a direct correlation to greater ongoing customer engagement in the long term.So let’s see how this would work.
1. Customer joins list2. What you could do is connect your marketing platform to a third-party database that houses vast amounts of consumer data, right down to an individual level. There are companies that will take an email address and match it up with literally billions of data points, and create a detailed profile of a group of customers or like I said even down to just one individual. You can get detailed insights into your customer’s demographics, hobbies, interests, purchase behavior and buying predilection.3. So then, that detailed profile can get passed back into your database – and now we’ve got some robust data to work with.4. Ideally you would have some automated program that kicks out a welcome message when someone joins your list.5. So that welcome message would be dynamically created / assembled based on the third-party information. And, if for some reason there was no match on the email address in the third-party database, you could send out some kind of default welcome message.6. And hey, we can just keep on enhancing this. In both cases, whether you’re sending a default communication or one that’s going to be more tailored, you can use the welcome series to do some progressive profiling. So you would include a Poll through which you can collect additional profile information. 7-8. The messages become more tailored, and you can continue to ask more questions, so basically the cycle evolves based on previous engagement (or lack thereof!). These tactics can be used to drive a really robust welcome program, or another other type of program for that matter.
Mobile is such a hot topic in the space right now. Partly because we know that consumers do not engage with brands in a single communication channel, and we need to fish where the fish are!So in essence, to be successful, we need to identify where are customer are at, and respond to them in the customer’s channel of choice at just the right moment in time.That will help you be successful in building customer loyalty.
1. So let’s say you have specific mobile programs in place that allow them to downloada mobile coupon or get some kind of rating or review on one of your products.2. One the customer initiates that dialogue with you, 3. You would provide some kind of response back to his/her mobile device. And at that time, if appropriate, you can also include some kind of email subscription option. So the customer could simply reply back with his/her email address to “continue receiving savings.”4. At that point, I would encourage you to treat these opt-ins differently. Don’t put them in the same email stream as everyone else – move them into a mobile-optimized welcome series to further cultivate the relationship.
If you read the session description you’ll recognize this quote – that we can’t solve problems by using the same kind of thinking we used when we created them. I hope during this session we’ve given you some food for thought in tackling old problems in a new way.I’d like to wish you well for the duration of the conference and hope you come away with some innovative ideas to achieve success in your marketing programs. So we’ll close with that!
Eis thu 0815 sponsored breakfast strong mail
Achieving Success through Customer-Driven Marketing Innovation Media Post Email Insider Summit April 26, 2012PROPRIETARY AND CONFIDENTIAL
Who is StrongMail? • Founded in 2002; Headquartered in Silicon Valley • Industry-leading email and social media marketing technology platforms • Full agency services for email, social media, and interactive marketing • Identified by Forrester as 1 of 6 email marketing providers best suited for enterprise marketers • Global Reach: North America, UK/EMEA, APAC • Over 575 customers, catering to mid-sized to Fortune 2000 brands • StrongMail customers include some of the world’s largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industriesProprietary and Confidential | 2
StrongMail CustomersProprietary and Confidential | 3
To quote Albert Einstein…Proprietary and Confidential | 4
What are your most important email marketing initiatives in 2012? 1 Increasing Engagement 447 5 Lifecycle Integration 186 2 Segmentation & Targeting 412 Reengagement 6 182 Growing Opt In 3 301 Social Integration4 229Proprietary and Confidential | 6
Logic-Based Reengagement • The Challenge Not all customers that appear dis-engaged are actually disengaged, however continuing to mail to a large audience of email inactives can have a negative impact on your deliverability and sending reputation • The Solution Leverage a real-time data overlay to better understand an individual’s likelihood of maintaining a customer status and target reengagement opportunities accordinglyProprietary and Confidential | 7
Logic Based Reengagement Step 1 Step 2 Step 3 Identify an audience segment Run data against a look-alike Create a target for those that that has met your definition of model within your email database look most like your best “unengaged” to determine what portion of this customers for a re-engagement audience looks most like your campaign best customers Step 4 Create a series of subject line and content/offer tests to determine the most effective combination in driving the reengagement behaviorProprietary and Confidential | 8
What are your biggest email challenges heading in to 2012? Data Integration 1 424 2 Resources and Staff 407 3 Content Management 374 Deliverability 4 310Proprietary and Confidential | 9
Enhanced Welcome Engagement • The Challenge Customers are heavily engaged at the onset of a subscription, a time when marketers know the least about the customer • The Solution Leverage a real-time data append and interactive content elements to better understand new subscribers, creating a more relevant and effective Welcome experience • The Result A relevant first-impression is delivered to the customer creating a greater likelihood of ongoing engagement long-termProprietary and Confidential | 10
How it Works Step 1 Step 2 Step 3 Step 4 Customer Subscribes Data is submitted and run All data elements are The first Welcome real-time against an integrated passed into the Message in a defined third-party database to overlay appropriate database series is triggered available demo/psychographic data elements Step 5 Step 6 Step 7 Step 8 Content is generated An Interactive Poll will also be Upon response to the Remainder of series will be dynamically based on the delivered within the content of the Poll, data submitted will automatically deployed – third-party data provided - if first message to collect additional be written back to including content and poll no match exists a default profile information about the customer database for questions dynamically served communication will be sent customer. Questions will be future targeting up and driven by previous dynamically generated and driven engagement or lack thereof by presence or lack of overlay dataProprietary and Confidential | 11
What do you see as the primary value of mobile as a marketing channel? 1 Loyalty & Retention 331 Expand Reach 2 270 Awareness 3 260Proprietary and Confidential | 12
SMS Cross-Channel Engagement • The Challenge Consumers do not engage with brands in a single communication channel, making it increasingly important to recognize and talk to customers where they are, when they are there • The Solution Leverage automated tools to manage and respond to actions across channels in real- time • The Result Increased customer engagement, affinity and revenueProprietary and Confidential | 13
How it Works Step 1 Step 2 Experience is initiated via a MO MO message triggers a table look message specific to (for example) up to determine the appropriate email subscribe, mobile coupon or response or action ratings and reviews Step 3 Step 4 Appropriate response is returned Customer moves into a MO and if applicable an email Welcome Series to further cultivate subscription capture will be the relationship presentedProprietary and Confidential | 14