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Customer Connections: Using Customer Data to Improve Email Relevance & Revenues

Customer Connections: Using Customer Data to Improve Email Relevance & Revenues






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    Customer Connections: Using Customer Data to Improve Email Relevance & Revenues Customer Connections: Using Customer Data to Improve Email Relevance & Revenues Presentation Transcript

    • Customer Connections: Using Customer Data toImprove Email Relevance & Revenues
    • Category/ Social Brand  Product Incentives Media Interest Information Better Customer Experience More Efficient & Effective Marketing• Channel preference/convenience • Creates relationships • Drives loyalty & satisfaction• Ability to easily find Product/brand information • Saves on agency costs• Relevant & timely promotional incentives • Lets the marketer focus on creative,• Highly personalized communications delivered messaging, offers more frequently • Increases average purchase price • Store/product/brand recommendations
    • Connecting to Customers
    • Three Things To Take Away1. Customers don’t want more email. They want  more relevant email.  How can we define  “relevancy” for our audience?2. Communicate on the customer’s timeline  and urgency.  Learn from ISC’s experience.3. Where do we go from here?  A checklist.
    • What Hasn’t Killed Email Yet?
    • Email ROI  Puts  Stars In Our Eyes
    • New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting. In fact, that process is automated.Even permission-based messagesare marked as “spam.”
    • Typical Email Marketing Stream Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? 9
    • Lifecyle‐based Email MarketingWelcome!  We like you.Hi, are you ready to buy?Thanks for buying!You might also like….Hi, are you ready to buy?Here’s what others like!Please tell us what you like.Hi, are you ready to buy?Cool content you might like.Hi, are you ready to buy?Something special for youAny of your friends like this? 10
    • Cross Channel MarketingWelcome Email.   We like you.TXT: Free taco Tuesday!  You in?Hi, are you ready to buy?Thanks for buying!Text in to join our new alert service!Dear Pamela, you might also like….Hi, are you ready to buy?Visit Facebook: What do others like?!TXT: Summer savings deal.  Want more savings? Reply back “More.”Cool content you might like.Mobile coupon!  Hurry in!Something special for you!Any of your friends like this? 11
    • Making ConnectionsRequires Segmentation
    • Email Marketing is Technology Driven
    • Wherefore Art Thou Data?Customer Email Call CenterSales Team Database Online
    • Email Conversations• Purchase • Upgrade• Download• 90 day anniversary• Chose competitor• Renewal• Event attendance• Event no show • Service call • Start/End Free Trial• Long website visit • Non‐activity
    • 19
    • Data Driven  Lifecycle Triggers• Customized balances  without the account  statement feel• Imagery specific to the  room the customer has  available• Variable offer  components according  to the guest’s  transactional history• Events based upon our  inventory needs
    • Advanced Segmentation
    • Dialog Management and Nurturing
    • Relevancy is Like Art
    • What Is Relevant to My Subscribers?Check the data!  Most active source(s)  Activity by time of day / day of week / geo  Spam complaint / Unsubscribe spikesMold the program to “in market” moments  New subscribers  Recent purchases / downloads / attendees  Recently inactiveFocus on Raving Fans  Reward Activity  Thank Everyone  Be GentleUtilize Alternate Channels  Social, Sales, In Person, Call Center
    • 27
    • ISC Email Marketing Imperative It’s all about fans in seats…. Limited opportunities to “Get it Right” Looking for deeper connection with fans
    • CRM Roadmap High Lifecycle Marketing Targets customers based on ISC loyalty and expected  behaviors2011-12 Life‐stage  Marketing Targets a segments based on life  experiencesISC Event triggered Marketing2009-10 Communicates in response to customer action Mass MarketingISC2007 Targets broad customer groups with reach and  Low frequency Low High
    • Pre‐Event Emails: Segmenting GOAL: Deliver Relevant Information while Increasing ROI Season /  First Time  Saturday‐only  Sunday‐only  Prospects Weekend Ticketholders Ticketholders Ticketholders Ticketholders First  Promote  Promote  Time  Sunday  Saturday  Upgrade Tips Action Action
    • Pre‐Event EmailsSunday – Only Customer Season / Weekend Customer Open: 36% Open: 32% CTO:  31% CTO:  33%
    • Pre‐Event EmailsProspects Add’l: ADAOpen: 51% Open: 48%CTO:  47% CTO:  57%
    • First Time Customers Pre‐Event EmailOpen: 50% Open: 46%CTO:  49% CTO:  76%
    • First Time Customer Engagement Email Call Center Social Media Website Race Day Mail
    • First Time Customers: Social Media
    • First Time Customers: Race Day
    • First Time Customers:Race Day ‐ Postagram Application
    • Testing OpportunitiesSubject LinesTimingLayout/FormattingCall To actionButton placementOffer/ContentSegments Goal: Increase subscriberLanding pages! engagement and increase ROI
    • “With great power comesgreat responsibility.” - Uncle Ben
    • Email Dialog Checklist Just get started! Establish a baseline for results Identify 2‐3 key data attributes that speak to customer experience Start with a small test  Forecast the success across all efforts Make a business case for improving relevancy Recruit internal champions (& external support) Set your own milestones & measurements Embark on Proof of Concept stage Celebrate results Expand to other business units/message types Reset expectations and baselines Land & expand Keep testing for higher ROIStephanie.Miller@Aprimo.com or @StephanieSAM
    • Marketers Must  Be Change  Agents!http://www.aprimo.com/revolution/
    • Thank you!   Any Questions?Stephanie.miller@aprimo.com or @stephanieSAM