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CGRAY-Aprimo Think Before You Send WP-Press-Quality

  1. 1. What would your mother think? She receives an email stating, “We noticed you haven’t been opening the emails we’ve sent…” Unless your mother is in marketing like you, she may have just discovered that companies can watch what she does and does not do online. If she does not appreciate this kind of scrutiny, the email could easily backfire. Depending on your mom’s or any intended recipient’s communication savvy, such an email may fuel discussions in social networks where it can become toxic. Just because the data is there, it does not mean you should just use it. You have to think first. B2B and B2C marketers have long used off- and on-line behavior data to segment their campaign audiences for creative and offer versioning. Why do they use data this way? Because it works - higher message and offer relevancy leads to higher response and conversion rates. Add recency to the segmentation, and you multiply its powerful effect. Add near real-time online behavior data available from today’s enabling technology – e.g., web analytics – and you further amplify the recency effect. You can get conversion rates greater than 30 percent! That is why today’s B2B and B2C marketers are increasingly adding site-behavior trigger campaigns - i.e., automated communications based on an individual’s explicit and implicit on-line behavior - to their marketing communication mix. You, too, can get great results from behavior-driven trigger campaigns, but only if you think before you act. Think of how the average individual, someone not in marketing, will react. Before you send, think about: Communication Strategy Whether you send a follow-up email because of an abandoned shopping cart, or an incomplete event registration, you need to decide if you are going to communicate with a sales-driven message or one that is more helpful or service oriented. Once decided, you need to determine how quickly after the observed behavior you should send your message. Test a few approaches to see what works best. > Promotional message strategy places the emphasis on regaining the lost sale or registration. Your intent is to intercept the individual before the behavior is a distant memory so you Do’s and Don’ts of Trigger Campaigns Using Site Behaviors White paper Think Before You Send
  2. 2. typically send these follow-up reminder messages shortly after the incomplete behavior. The promotional approach generates higher conversion rates, but it may have privacy implications (e.g., did they opt-in for these communications). Examples: “10% discount when you complete your order.” “Finish your registration and receive a complimentary benchmark report.” > Customer Service message approach focuses on the individual’s experience and offers help to complete the transaction. Although achieving conversion rates that are slightly lower than a promotional approach, you still achieve impressive results. Of note, the service related message assuages any privacy concerns, as it is seen as customer support for which opt-in is not a consideration. Examples: “You left items in your e- cart. If you were experiencing difficulties, we’d like to help…” “We didn’t receive your complete registration. Perhaps we can help…” You may decide you want to use a mix of both approaches, especially if you track on-line behavior over time and use a mix of episodic behaviors, patterns and behavior changes to drive marketing communications. B2B marketers are particularly keen to rely on these marketing tactics in their lead management efforts, which are often supported by an array of integrated, automated and continuously running interactive campaigns that collectively work to nurture leads through the stages of their buying cycle. Message Content Do not underestimate the value of planning your message content, and make sure you align it with the chosen communication strategy. Specifically, you must: > Include pictures. > State the benefits of the specific product(s) or content the individual considered during their site visit. > Make it as easy as possible. Include a link to the transaction. > Mention the specific behavior or not? Whichever you choose, manage your wording carefully. You do not want to make a direct reference to something they would not expect you know – unless you were watching. Avoid the risk: Big brother is watching. > Do not dilute the message. Do not include information and offers for other items. > Consider multi-wave Reminders. Use more than one follow-up communication, as industry studies show that multi- wave campaigns work best and do not add significant cost – i.e., better ROI. Offers Whether acting on personal behalf or as a working professional, site visitors are human beings with needs, wants, and preferences. They are also trainable. That is, your marketing efforts can actually condition your customers and prospects to expect follow-up offers. When you send offers shortly after an incomplete transaction, you generate higher conversion rates. Near real-time follow-up communications also makes it more likely the individual will associate a “sweetened deal” with the recent behavior. As such, you need to test the timing and offers to find the optimal ROI – i.e., drive incremental revenue while protecting your margin. You can try other approaches that stimulate response without adding cost: > Urgency (e.g., limited supply left) > Unavailable (e.g., content will expire) > Uncertainty (e.g., price may go up) Permission and Legal Considerations Sending messages to individuals requires the right permissions. A site visit and an incomplete transaction does not necessarily equate to an opt-in. What should you do?
  3. 3. Most B2B and B2C marketers consider these communications as part of their customer service offering. The automated follow-up communications are packaged and executed as reminder messages from their customer service team – at least in look and feel. This approach helps you avoid the grey area of permission marketing. Measurement Marketing is accountable for marketing spend, so you need to think about what you will need to measure the business impact of your site-behavior trigger campaigns. Your metrics should be more than open rates and click- throughs: > Incremental Business To know if you are truly generating incremental business, you need a control group. Set up the test and control groups, and accumulate the “observations.” Analyze revenue and ROI differences when both groups contain enough observations. Your site transaction volume and incidence of incompletes determine your measurement timing. > ROI Because they are triggered, your variable costs may be limited to email send and incentive expenses. Should you include fixed costs? Or, should you include a portion of the variable costs incurred to support follow- up reminder tactics such as web analytics, data integration, creative message development and FTE time for monitoring and measuring? There is no industry standard, so do what is right for your organization. > Chronic Incompletes and Behavior Conditioning Do any individuals show a pattern of incomplete transactions across time? Do they usually come back and complete the transaction without prompting? Are there differences between explicit and implicit behaviors? Mine your data for insights that will help you refine and advance your follow-up reminder strategies and tactics. So, what would your mother think if she received a message and an offer one week after browsing a product category online? She might find it to be a nice coincidence and take you up on it. The ever-changing marketing landscape lets B2B and B2C marketers capture and use more data to maximize communication relevancy, particularly those delivered in digital channels. Today’s marketers can do so much with their data. It is also true that there is a difference between what you can do and what you should do. Your mother probably told you about the differences between “can and should” when you were a child. Now she is reminding you about what you should do before you send: Think. About aprimo Aprimo’s integrated marketing software enables B2C and B2B marketers to successfully navigate the changing role of marketing by taking control of budget and spend, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable ROI. Only through the use of Aprimo’s modular and on demand software, Aprimo Marketing Studio B2C and Aprimo Marketing Studio B2B, can marketers truly integrate marketing organizations, manage, deliver and track the right message targeted to the right audience over the right channel, and translate marketing efforts into measurable business impact and revenue. Hundreds of thousands of marketers trust Aprimo to revolutionize their marketing. Aprimo customers include over one third of Fortune 100 companies, and nearly one quarter of Global 100 companies. © Aprimo, Incorporated 900 East 96th Street, Suite 400 Indianapolis, IN 46240 317.803.4300 main 317.803.4251 fax aprimo.com

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