maximising the consumer  journeydigital communicationsmaximising the consumer journeyKathryn Hooper, Head of Professional ...
maximising the consumer journeycontents  the consumer journey  how do you communicate with your consumers?  the power of d...
maximising the consumerjourneythe market
maximising the consumer journeydid you know...  2011 online sales in the UK were 12.0% of UK retail trade (£50.34 billion)...
maximising the consumerjourneythe consumer journey
maximising the consumer journeyexample retail customer journey                                  Sign up for               ...
maximising the consumer journeyexample charity supporter journey                                Sign up for               ...
maximising the consumer journeyexample member journey                                    Sign up for                      ...
maximising the consumerjourneyhow do you communicate withyour consumers?
maximising the consumerjourney
maximising the consumerjourneythe power of digital
maximising the consumerjourney             Reaching      • Online shopping represents 12% of all UK                       ...
maximising the consumerjourneyimplementing a multi-channelcommunication strategy
maximising the consumer journeysign up for more
maximising the consumer journeymake a lasting positive impression
maximising the consumer journeyengagement with brand
maximising the consumerjourneydon’t forget…
maximising the consumer journeyunlock the power of data   Segmentation   Personalisation   Dynamic content
maximising the consumer journeygender based segmentation example  female version           male version
maximising the consumer journeyexample retail data model
maximising the consumerjourney segmentation by                       adding a personal touch     past purchase/donation   ...
maximising the consumer journeypersonalisation in its simplest form
maximising the consumer journeybeyond the email message, to behavioural data
maximising the consumer journeyit’s a hot date!                                                         Postal      Accoun...
maximising the consumer journeyfully dynamic      French intro text detailing the      benefits of signing up and the     ...
maximising the consumer journeyfirst purchase  online                   instore
maximising the consumer journeyfirst campaign
maximising the consumer journeywho are you talking to?                            lapsed                           custome...
maximising the consumer    journey  who are you talking to?                   regular                                     ...
maximising the consumerjourneydon’t forget…
maximising the consumer journeydesign to deliver  Text to image ratio  Responsive design  Calls to action  Subject lines  ...
maximising the consumer journeypretty pictures???
maximising the consumer journeyresponsive design
maximising the consumer journeycalls to action  the action you want the reader to take       why should the recipient clic...
maximising the consumer journeysubject lines
maximising the consumer journeytesting, testing, 123
maximising the consumer journeyregular donator/purchaser  via email…                via mobile…
maximising the consumerjourneydon’t forget…
maximising the consumer journeydid you know...over 70%      of the world’s population now has a mobile phone.the average t...
maximising the consumer journeypotential at your fingertips                                            revenue            ...
maximising the consumerjourneymeasuring success
maximising the consumer journeythe all important numbers…  Revenue – purchases; event registrations; renewals     email ad...
maximising the consumerjourneyreporting
maximising the consumerjourneymaximising resources
maximising the consumer journeywork smart not hard!                                                                       ...
maximising the consumer journeythe power of integration…
maximising the consumer journey…and automation                                       Welcome                              ...
maximising the consumer journeyNFPcase study
maximising the consumerjourneyAnthony Nolan… UK charity focusing on recruiting suitable stem cell donors to be matched wit...
maximising the consumerjourney…Anthony Nolan…                          Emails
maximising the consumerjourney…Anthony Nolan…                                          Welcome                            ...
maximising the consumerjourney…Anthony Nolan… Email    Unique Ref. First Name   Surname    Gender     D.O.B      Sign-up d...
maximising the consumer  journey…Anthony Nolan… Email    Unique Ref. First Name   Surname    Gender     D.O.B      Sign-up...
maximising the consumer  journey…Anthony Nolan… Email    Unique Ref. First Name   Surname    Gender     D.O.B      Sign-up...
maximising the consumer  journey…Anthony Nolan… Email    Unique Ref. First Name   Surname    Gender     D.O.B      Sign-up...
maximising the consumerjourney…Anthony Nolan…                001 Pre-         006 1 year     007 Donation               re...
maximising the consumerjourney…Anthony Nolan… Daily recurring campaign for each stage of the lifecycle Refresh of data fro...
maximising the consumerjourney…Anthony Nolan
maximising the consumer journeyGeoff Burnsgeoff.burns@communicatorcorp.com07826 844 028
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Communicator

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Communicator presentation at Screen Pages client event Sept 2012

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  • http://www.internetretailer.com/2012/08/23/nearly-third-online-consumers-prefer-web-holiday-shoppinghttp://www.retailresearch.org/onlineretailing.phphttp://www.xlntelecom.co.uk/business/news/telecom/business-broadband-telecom-news/britain-has-biggest-percentage-of-online-shoppers-in-europe/http://www.simonlilly.com/e-commerce/uk-online-shopping-statistics/http://mashable.com/2012/08/25/online-shopping-trends/http://www.marketingsherpa.com/article/case-study/208-higher-conversion-rate-targeted#
  • renewals – e.g. ASOS premier account, Next Directory, etcConversion rate stat taken from http://emailresourcecenter.net/blog/2011/03/23/email-conversion-rates-are-up/ Total Unique Clicks - 6.52% (CC); 6.7% (DMA)Unsubscribe – 0.25% (CC); 0.17% (DMA)Complaints – 0.07%CC stats taken from Client Metrics Comparison Consumer and Retail undertaken by Marc Shepherd August 2012DMA stats taken from National Email Benchmarking Report 2011
  • Membership examples include ASOS VIP and Next Directory
  • Communicator

    1. 1. maximising the consumer journeydigital communicationsmaximising the consumer journeyKathryn Hooper, Head of Professional ServicesGeoff Burns, Business Partner Manager
    2. 2. maximising the consumer journeycontents the consumer journey how do you communicate with your consumers? the power of digital implementing a multi-channel communication strategy best practice advice measuring success maximising resources case study questions & answers…
    3. 3. maximising the consumerjourneythe market
    4. 4. maximising the consumer journeydid you know... 2011 online sales in the UK were 12.0% of UK retail trade (£50.34 billion) it’s forecasted that UK online will have 13.2% of retail sales in 2012 Britain has the biggest percentage of online shoppers in Europe, with 79% of those with internet access using the web to buy goods and services £71 per month - the average British online shoppers spend Wednesday 4pm – the peak time for online shopping in the workplace 71% of UK online shoppers believe the best deals are online nearly a third of online consumers prefer the web for holiday shopping 50% of U.S. smartphone owners are using shopping apps each month
    5. 5. maximising the consumerjourneythe consumer journey
    6. 6. maximising the consumer journeyexample retail customer journey Sign up for more Brand Engagement advocate with brand Regular First purchaser purchase
    7. 7. maximising the consumer journeyexample charity supporter journey Sign up for more Engagement Membership with brand One-off Adoption donation Campaign participation
    8. 8. maximising the consumer journeyexample member journey Sign up for more Retired Engagement member with brand Professional Student member member New qualifier member
    9. 9. maximising the consumerjourneyhow do you communicate withyour consumers?
    10. 10. maximising the consumerjourney
    11. 11. maximising the consumerjourneythe power of digital
    12. 12. maximising the consumerjourney Reaching • Online shopping represents 12% of all UK shopping new • £45.5 million raised from text donations audiences (2011) Cost • Value of email address is £9.11 (DMA) • Email: £27 for every £1 spent effective / • Mobile: £7 for every £1 spent High ROI (Econsultancy) • Highly targeted Data driven • Right message, right person, right time
    13. 13. maximising the consumerjourneyimplementing a multi-channelcommunication strategy
    14. 14. maximising the consumer journeysign up for more
    15. 15. maximising the consumer journeymake a lasting positive impression
    16. 16. maximising the consumer journeyengagement with brand
    17. 17. maximising the consumerjourneydon’t forget…
    18. 18. maximising the consumer journeyunlock the power of data Segmentation Personalisation Dynamic content
    19. 19. maximising the consumer journeygender based segmentation example female version male version
    20. 20. maximising the consumer journeyexample retail data model
    21. 21. maximising the consumerjourney segmentation by adding a personal touch past purchase/donation first name in salutation behaviour, e.g. local store details last order/donation date recent purchase/donation & total order /donation value recommendations number / frequency of orders/donations location, e.g. postcode area
    22. 22. maximising the consumer journeypersonalisation in its simplest form
    23. 23. maximising the consumer journeybeyond the email message, to behavioural data
    24. 24. maximising the consumer journeyit’s a hot date! Postal Account Email First Name Surname Gender Area Creation Date 1@a.com Jane Smith Female CV6 03/03/2012 2@a.com Paul Jones Male NE2 25/04/2012 3@a.com Pam Stevens Female DL2 14/05/2012 4@a.com Peter Anderson Male DH4 31/05/2012 5@a.com Mary Sharp Female CV6 12/09/2012 6@a.com Mike Knight Male DL3 07/03/2012
    25. 25. maximising the consumer journeyfully dynamic French intro text detailing the benefits of signing up and the likely mailing frequency Female imagery to reflect my gender preference French product area descriptions which link to the French translated pages on the site I originally signed-up on French social media links French worded unsubscribe link
    26. 26. maximising the consumer journeyfirst purchase online instore
    27. 27. maximising the consumer journeyfirst campaign
    28. 28. maximising the consumer journeywho are you talking to? lapsed customer one off regular purchaser purchaser brand subscriber retailer advocate
    29. 29. maximising the consumer journey who are you talking to? regular new qualifier donator one off campaign student professional donator participant membership subscriber retiredsubscriber charity member body
    30. 30. maximising the consumerjourneydon’t forget…
    31. 31. maximising the consumer journeydesign to deliver Text to image ratio Responsive design Calls to action Subject lines Testing
    32. 32. maximising the consumer journeypretty pictures???
    33. 33. maximising the consumer journeyresponsive design
    34. 34. maximising the consumer journeycalls to action the action you want the reader to take why should the recipient click a link? the benefit to the reader of clicking through ‘click here’ versus ‘learn more’ the words to use to issue the call "Find" CTAs: 7.84% e.g. "find out here" "Learn" CTAs: 6.59% e.g. "learn more" "Read" CTAs: 5.00% e.g. "read the full story” its physical appearance sprinkle links generously text versus image links location, location, location
    35. 35. maximising the consumer journeysubject lines
    36. 36. maximising the consumer journeytesting, testing, 123
    37. 37. maximising the consumer journeyregular donator/purchaser via email… via mobile…
    38. 38. maximising the consumerjourneydon’t forget…
    39. 39. maximising the consumer journeydid you know...over 70% of the world’s population now has a mobile phone.the average time spent on a mobile by users in the UK each week is 9.8 hours. This excludes time spent making calls or texting.28% of UK smartphone users make purchases on their mobile devices.over 30% of digital coupon recipients are more likely to visit bricks and mortar stores.
    40. 40. maximising the consumer journeypotential at your fingertips revenue generation engage return on more investment consumers targeted grow your messages mobile database add value to your immediacy relationships & brand enhance the customer journey
    41. 41. maximising the consumerjourneymeasuring success
    42. 42. maximising the consumer journeythe all important numbers… Revenue – purchases; event registrations; renewals email address valued at £9.11 £27 per £1 spent; 2.9% conversion rate Opens – brand perceptions 26.23% unique open rate (CC) 15% unique open rate (DMA ) Clicks – engagement with your email 23.03% click to open rate (CC) 20% click to open rate (DMA) Bounces – how good is your data? 2.15% bounce rate (CC)
    43. 43. maximising the consumerjourneyreporting
    44. 44. maximising the consumerjourneymaximising resources
    45. 45. maximising the consumer journeywork smart not hard! 80% 80% 20% 20% Manually working on the Planning & enhancing Manually working on the Planning & enhancing Campaign Campaign
    46. 46. maximising the consumer journeythe power of integration…
    47. 47. maximising the consumer journey…and automation Welcome program Re- Data & engagement preference campaigns management email & mobile comms Transactional Event messages management Membership renewal program
    48. 48. maximising the consumer journeyNFPcase study
    49. 49. maximising the consumerjourneyAnthony Nolan… UK charity focusing on recruiting suitable stem cell donors to be matched with blood cancer patients OBJECTIVE: reduce manual workload while recruiting more donors Scheduled email program: Newsletters Event updates Automated email programs: Automated lifecycle campaign targeting stem cell donors Automated communications to whole database
    50. 50. maximising the consumerjourney…Anthony Nolan… Emails
    51. 51. maximising the consumerjourney…Anthony Nolan… Welcome program Register Birthday now email email Emails Change of Direct Debit address confirmation email
    52. 52. maximising the consumerjourney…Anthony Nolan… Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 0012@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 0023@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 0034@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 0045@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 0056@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006
    53. 53. maximising the consumer journey…Anthony Nolan… Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 0012@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 0023@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 0034@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 0045@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 0056@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006
    54. 54. maximising the consumer journey…Anthony Nolan… Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 0012@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 0023@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 0034@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 0045@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 0056@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006
    55. 55. maximising the consumer journey…Anthony Nolan… Email Unique Ref. First Name Surname Gender D.O.B Sign-up date Campaign ID1@a.com 12345 Jane Smith Female 14/05/1980 03/03/2011 0012@a.com 12346 Paul Jones Male 03/03/1983 25/04/2010 0023@a.com 12347 Pam Stevens Female 07/03/1961 14/05/2007 0034@a.com 12348 Peter Anderson Male 12/09/1973 31/05/2011 0045@a.com 12349 Mary Sharp Female 25/04/1965 12/09/2005 0056@a.com 12340 Mike Knight Male 06/02/1959 07/03/1999 006
    56. 56. maximising the consumerjourney…Anthony Nolan… 001 Pre- 006 1 year 007 Donation registration thank you email anniversary 002 Happy 18th 005 Processing 008 Withdraw birthday saliva test from register 003 Unreturned 004 Unreturned medical saliva test questionnaire
    57. 57. maximising the consumerjourney…Anthony Nolan… Daily recurring campaign for each stage of the lifecycle Refresh of data from CRM Filter to target recipients: Campaign ID = 001 AND extraction date is 0 days in the past Campaign ID 001 002 003 004 005 006
    58. 58. maximising the consumerjourney…Anthony Nolan
    59. 59. maximising the consumer journeyGeoff Burnsgeoff.burns@communicatorcorp.com07826 844 028

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