Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance
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Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance

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Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance Presentation Transcript

  • Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance Kevin Bobowski Director, New Business Programs
  • Overview • Acting on your web analytics data is critical to driving email campaign conversion and ROI • This session will demonstrate ways you can use WebTrends data to successfully time and segment your email-based remarketing campaigns: – Using visitor behavioral metrics to drive segmentation strategies – Automating the creation and delivery of timely and relevant one- to-one communications
  • Takeaways • Make the most of the tools and contacts you already have • Segmentation is crucial for the most relevant message • It’s okay to start small • Segmentation and remarketing is an ongoing discipline • You are not alone
  • Stage-Setting Needs • The Importance of Targeted Messaging • Market, Measure, Market • Automating Processes for Improved ROI
  • The Importance of Targeted Messaging “ Shopping cart abandonment programs that merge email, web analytics, and e-commerce data can result in conversion increases of more than 100%. ” - Break Free From Bad Email Forrester Research, April 2008
  • The Importance of Targeted Messaging “ Effective lead nurturing means organizations can reduce lead generation budget and maximize revenue by focusing on quality and not quantity of leads. ” - Break Free From Bad Email Forrester Research, April 2008
  • The Importance of Targeted Messaging
  • Market, Measure, Market “ Direct marketers tell us that insufficient measurement and lack of a centralized view of their customers limit their programs. [They] look to a wide variety of optimization technologies ” to support their efforts. - Marketing Technology Adoption 2009 Forrester Research, January 2009
  • Integrate and Automate for Improved ROI “ Integration efforts are only as good as the accuracy of the data. Email marketing should be integrated with marketing automation solutions, CRM, and especially web analytics. ” - Convergence of Sales and Marketing Technologies Aberdeen Group, January 2008
  • Use What You Have • Tools for Effective Remarketing – Email analytics – Subscriber attribute data – Web analytics • Behavioral tracking • Conversion • Form completion • Resources – People, time, tools • Marketing Automation
  • Our Philosophy Serve... the individual Honor... their unique preferences with regard to communication, content, frequency, and channel Deliver... them timely, relevant content that improves their lives
  • How to Act on Your WebTrends Data – Website Tagging – Behavioral Remarketing
  • Website Tagging
  • Website Tagging – What’s to Gain? • Leverage analytics for post-click analysis • Make sure that email is getting “credit” • Truly understand the performance of the email • This is the foundation for everything
  • Behavioral Remarketing –What’s to Gain? • Segment-based – targeted outreach to groups • Individual visitor-based – targeted outreach to individuals • Frequency – when to reach out and engage • Content – what message/offer to extend
  • Automate Behavioral Remarketing
  • Automated Behavioral Remarketing Sample Scenario New Buyer Welcome Retention Offer Northern Trail Outfitters knows that first-time buyers are more likely to become loyal shoppers if they make a second purchase within a short timeframe. First-time buyers receive an email with an offer for 10% off their next purchase. First-time buyers who have abandoned a cart with $100+ in merchandise receive an email with an offer for 20% off their next purchase.
  • Automated Behvaioral Remarketing Sample Scenario New Buyer Welcome Retention Offer Offer Program Creation Steps: – In WebTrends Analytics, configure New vs. Repeat Buyer report to track purchase data – Schedule Extract in WebTrends Data Scheduler (in WebTrends Analytics) – In ExactTarget, create Filter for New Buyers Segment – Create transactional purchase email that includes Dynamic Content  Default offer for 10% off future purchase  Offer for 20% off future purchase for high value cart abandoners – Create Program to Import WebTrends Data, Segment Subscribers and Send Email – Create Data Extension to house WebTrends Data – Run Program – In WebTrends Analytics, analyze Campaign Report data from resulting sends – Create other remarketing programs accordingly
  • Track Subscriber Behavior in WebTrends
  • Schedule Data Extract in WebTrends
  • Create ExactTarget Filter
  • Create Dynamic Transactional Email
  • Create ExactTarget Program
  • Create ExactTarget Data Extension
  • Program Runs, Data in WebTrends
  • Benefits of Automated Remarketing • The Challenge − Improve overall customer lifetime value − Gain efficiencies without additional resources • The Solution − Highly targeted offers drive adoption of programs • Potential Results − Increased overall site conversion rate − Increase in traffic − Increase in revenue
  • Common Challenges for Email Marketers • Lacking: – Time – Resources – Ability to impact programs • Organizational Reluctance • Guidance and Direction
  • Steps to Success • Start with the end in mind – What answers are you seeking? – What metrics/results are you looking for? – How are you prepared to change your programs? • Establish roles and responsibilities • Don’t stop testing – it’s an ongoing analysis and refinement process
  • Final Thoughts • Start Today • Test, Test, Test • Be Aggressive, but Patient • Put Your Data to Good Use – Show Your ROI!