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Communicator presentation at Screen Pages client event Sept 2012

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 Communicator Presentation Transcript

  • maximising the consumer journeydigital communicationsmaximising the consumer journeyKathryn Hooper, Head of Professional ServicesGeoff Burns, Business Partner Manager
  • 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…
  • 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) 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
  • maximising the consumerjourneythe consumer journey
  • maximising the consumer journeyexample retail customer journey Sign up for more Brand Engagement advocate with brand Regular First purchaser purchase
  • maximising the consumer journeyexample charity supporter journey Sign up for more Engagement Membership with brand One-off Adoption donation Campaign participation
  • maximising the consumer journeyexample member journey Sign up for more Retired Engagement member with brand Professional Student member member New qualifier member
  • 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 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
  • 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 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
  • 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 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
  • 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
  • maximising the consumer journeyfirst purchase online instore
  • maximising the consumer journeyfirst campaign
  • maximising the consumer journeywho are you talking to? lapsed customer one off regular purchaser purchaser brand subscriber retailer advocate
  • 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
  • maximising the consumerjourneydon’t forget…
  • maximising the consumer journeydesign to deliver Text to image ratio Responsive design Calls to action Subject lines Testing
  • 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 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
  • 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 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.
  • 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
  • maximising the consumerjourneymeasuring success
  • 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)
  • maximising the consumerjourneyreporting
  • maximising the consumerjourneymaximising resources
  • 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
  • maximising the consumer journeythe power of integration…
  • maximising the consumer journey…and automation Welcome program Re- Data & engagement preference campaigns management email & mobile comms Transactional Event messages management Membership renewal program
  • maximising the consumer journeyNFPcase study
  • 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
  • maximising the consumerjourney…Anthony Nolan… Emails
  • maximising the consumerjourney…Anthony Nolan… Welcome program Register Birthday now email email Emails Change of Direct Debit address confirmation email
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • maximising the consumerjourney…Anthony Nolan
  • maximising the consumer journeyGeoff Burnsgeoff.burns@communicatorcorp.com07826 844 028