How engaged are your customers,
how do you know
and why should you care?
Tony Kent
Sign-Up.to
1. How engaged are your customers,
how do you know
and why should you care?
Engagement
en·gage·ment [en-geyj-muhnt]
Noun
Ah yes , and ..
What is engagement?
Specifically .. customer engagement
Engagement
en·gage·ment [en-geyj-muhnt]
Noun
a pledge, an obligation or agreement
the ...
Specifically .. e-marketing engagement
Typical email engagement characteristics
• Highly engaged
- Regular open, click thr...
Permission
Permission is the foundation of all engagement
The way to make advertising
work again
“the privilege (not the r...
How engaged are your customers,
2. how do you know?
and why should you care?
Engagement profiling
Profiling for “precision marketing” – collecting insight
• Engagement is 1 of 5 profiling “dimensions...
Engagement profiling
Dimensions and Audiences
• Dimensions are
used to create segmented
data “audiences”
• Audiences are a...
Engagement profiling
Engagement scoring algorithm
• In-house developed engagement algorithm
• Implemented across all Sign-...
Engagement profiling
What you need to know ..
• 5* Highly engaged
• 3* Average
• 1* Disengaged
• Initial subscription = 3*...
Engagement profiling
Engagement algorithm – some background
• Starring bands are based on both theoretical
and empirical d...
Engagement profiling
Engagement algorithm – some more background
• Multiple single campaign interactions gain
additional e...
Advantages
• Quantitative measure of an abstract concept
• Multi-input algorithm provides a holistic view
• Automated proc...
0
500000
1000000
1500000
5*
4*
3*
2*
1*
Typical engaged audience profile
Characteristics
• Engaged
• Regular communication...
Typical disengaged audience profile
0
500000
1000000
1500000
2000000
5*
4*
3*
2*
1*
Characteristics
• Disengaged
• Irregul...
eCommerce/retaileCommerce/retail
Case study engagement profiles
%ofsubscribers
5*
1*
5*
1*
Case study profiles
eCommerce/retailPublisher
%ofsubscribers
5*
1*
5*
1*
Case study profiles
Financial servicesEvents/Promotion
%ofsubscribers
5*
1*
5*
1*
Using engagement
Collect insight for enhanced subscriber intelligence
• Understand the relative engagement of:
- your over...
Using engagement
Customise campaigns for specific behaviour groups
• Reward, nurture and re-engage
• Use to reward and pro...
Reconnecting with low engagers
• B2B professional
development
seminar company
Target
Campaign
Audience
Reconnecting with low engagers
• Subscription renewal
• 2,500 subscribers
• 1-3* rating
• Low open rate
• 6 renewals
• Typ...
Rewarding high engagers
• B2C live audience
ticketing company
Target
Campaign
Audience
Rewarding high engagers
• Average open
rate 18%
• 307,000 5*
sends from 1.4
million (20.7%)
• Valued members
campaign open...
How engaged are your customers,
how do you know
3. and why should you care?
Why should you care?
Engagement impacts key business challenges ..
• Increasing revenue and profits
• Growing customer bas...
Why should you care?
Engaged customers drive sustainable revenue ..
• Good news for your future business
• Successful comp...
Why should you care?
Engaged customers are your brand advocates..
• Good news for your brand
• Engaged customers are valua...
Why should you care?
Engaged customers drive revenue ..
• Good news for your Sales team
• New customer acquisition costs a...
Good news!
• Software developer & service provider
• Hospitality, Retail/eCommerce, Events, Public ..
• e-marketing - 100% Permission...
Free guides - www.signupto.com/resources
• Coffee break guides to email and SMS marketing
• 2014 UK email benchmark report...
Upcoming SlideShare
Loading in …5
×

How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to

311 views

Published on

Digital Marketing Theatre - 17th June, 10:30-11:00

Personalised email content based on individual subscriber preferences is already widely used, but a quantified understanding of subscriber engagement is now emerging as a valuable new insight into past, current and most importantly future customer behaviour. This presentation explores some of the latest developments, applications and benefits of 'engagement' profiling.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
311
On SlideShare
0
From Embeds
0
Number of Embeds
71
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How engaged are your customers, how do you know and why should you care? - Tony Kent, Sign-Up.to

  1. 1. How engaged are your customers, how do you know and why should you care? Tony Kent Sign-Up.to
  2. 2. 1. How engaged are your customers, how do you know and why should you care?
  3. 3. Engagement en·gage·ment [en-geyj-muhnt] Noun Ah yes , and .. What is engagement?
  4. 4. Specifically .. customer engagement Engagement en·gage·ment [en-geyj-muhnt] Noun a pledge, an obligation or agreement the act or state of interlocking • Bringing customers close to your brand • Developing a high quality customer relationship • Creating a state of mutually valuable interaction .. your
  5. 5. Specifically .. e-marketing engagement Typical email engagement characteristics • Highly engaged - Regular open, click through and transact - Brand champions to peers and colleagues • Passive - Opens, irregular visit, average/low completion • Disengaged - Habitual non-read/delete, no recent purchase • Lost (unsubscribed) - No interest, potential brand detractor ..
  6. 6. Permission Permission is the foundation of all engagement The way to make advertising work again “the privilege (not the right) to delivering anticipated, personal and relevant messages to people who actually want to receive them” .. Turning strangers into friends and friends into customers
  7. 7. How engaged are your customers, 2. how do you know? and why should you care?
  8. 8. Engagement profiling Profiling for “precision marketing” – collecting insight • Engagement is 1 of 5 profiling “dimensions” 1. Engagement 2. Geo-location 3. Profiles 4. Lists 5. Frequency
  9. 9. Engagement profiling Dimensions and Audiences • Dimensions are used to create segmented data “audiences” • Audiences are a dynamic data segmentation • Audiences can comprise 1 or more profile dimensions • Include/exclude type operations
  10. 10. Engagement profiling Engagement scoring algorithm • In-house developed engagement algorithm • Implemented across all Sign-Up.to customer accounts and campaigns • Automatically measures quality of customer e-relationship over time • Based on multiple parameters including .. • Frequency of interaction • Quantity of interaction • Type/quality/depth of interaction
  11. 11. Engagement profiling What you need to know .. • 5* Highly engaged • 3* Average • 1* Disengaged • Initial subscription = 3* • Score increases with +ve subsequent behaviour • Score decreases with –ve behaviour and time ..
  12. 12. Engagement profiling Engagement algorithm – some background • Starring bands are based on both theoretical and empirical data • Bands 1*-5* are non-linear between min & max (for accurate reflection across range of scenarios) • New data is initially assigned a null rating • Campaign interactions (open, click, forward, complete) are given weighted engagement increments • Opt-in completion is a key engagement indicator ..
  13. 13. Engagement profiling Engagement algorithm – some more background • Multiple single campaign interactions gain additional engagement increments • Passive engagement is long-term negative • Non-engagers progressively decay in their star rating over time • Habitual non-engagers decay proportionately more rapidly ..
  14. 14. Advantages • Quantitative measure of an abstract concept • Multi-input algorithm provides a holistic view • Automated process – KPI’s are updated automatically as campaigns are executed • Rating is dynamic – results are continuous • Legacy data can be included from replayed historic campaigns • Engagement score is available for use in segmenting data and targeting future campaigns .. Engagement profiling
  15. 15. 0 500000 1000000 1500000 5* 4* 3* 2* 1* Typical engaged audience profile Characteristics • Engaged • Regular communication schedule • Subscribers building • Lots of highly engaged subscribers • Proportion of highly engaged subscribers increasing over time ..
  16. 16. Typical disengaged audience profile 0 500000 1000000 1500000 2000000 5* 4* 3* 2* 1* Characteristics • Disengaged • Irregular communication produces spiky profile • Subscribers building but.. • Engagement diminishing over time • 1* subscribers increasingly dominant
  17. 17. eCommerce/retaileCommerce/retail Case study engagement profiles %ofsubscribers 5* 1* 5* 1*
  18. 18. Case study profiles eCommerce/retailPublisher %ofsubscribers 5* 1* 5* 1*
  19. 19. Case study profiles Financial servicesEvents/Promotion %ofsubscribers 5* 1* 5* 1*
  20. 20. Using engagement Collect insight for enhanced subscriber intelligence • Understand the relative engagement of: - your overall subscriber data - specific subscriber groups - individuals within your audience • Integrate into your CRM for sales intelligence • Gain a better understanding of specific and long-term campaign performance • Create audience list segmentation according to engagement history – for future campaign use ..
  21. 21. Using engagement Customise campaigns for specific behaviour groups • Reward, nurture and re-engage • Use to reward and progress engaged subscribers - Loyalty schemes, VIP offers • Use to nurture average engagement subscribers - Entice with upsell promotions • Use to re-connect with disengaged subscribers - re-engagement campaigns, different messaging, offers, returning discounts, welcome emails ..
  22. 22. Reconnecting with low engagers • B2B professional development seminar company Target Campaign Audience
  23. 23. Reconnecting with low engagers • Subscription renewal • 2,500 subscribers • 1-3* rating • Low open rate • 6 renewals • Typical 10% open • Now 20-30% with cleaned data • B2B professional development seminar company
  24. 24. Rewarding high engagers • B2C live audience ticketing company Target Campaign Audience
  25. 25. Rewarding high engagers • Average open rate 18% • 307,000 5* sends from 1.4 million (20.7%) • Valued members campaign open rate 61% • B2C live audience ticketing company
  26. 26. How engaged are your customers, how do you know 3. and why should you care?
  27. 27. Why should you care? Engagement impacts key business challenges .. • Increasing revenue and profits • Growing customer base and market share • Managing costs, maximising investment ROI, value • Positioning, boosting brand and reputation • Increasing competitiveness • Skills shortages and talent management • Managing compliance, risk, continuity and regulatory issues • Enhancing customer experience and relationship • Operational excellence and profitability – lean, agility • Sustainability, long-term commercial outlook
  28. 28. Why should you care? Engaged customers drive sustainable revenue .. • Good news for your future business • Successful companies look at the initial sale as a way of earning a lifelong customer (Sage) • Loyal customers typically account for 80% of company profit • Loyalty is a hugely powerful buying factor • Increased engagement increases resale and upsell from 30%-50% (Forbes)
  29. 29. Why should you care? Engaged customers are your brand advocates.. • Good news for your brand • Engaged customers are valuable brand advocates • (.. check your Net promoter Score, for % brand advocates and detractors) • Their networks significantly increase your own marketing reach • Referral – 65% of new business comes from referral (NYT) • 83% of satisfied customers are willing to refer ..
  30. 30. Why should you care? Engaged customers drive revenue .. • Good news for your Sales team • New customer acquisition costs are high • Customer retention is good sales-sense • Referred prospects have far higher closure potential (>50%) • Repeat customers spend more and are typically less price sensitive • Returning customers spend more on each subsequent transaction ..
  31. 31. Good news!
  32. 32. • Software developer & service provider • Hospitality, Retail/eCommerce, Events, Public .. • e-marketing - 100% Permission based - Specifically high-engagement, targeted, relevant • Self-service platform – Email, SMS & social media • Support, training etc • Professional management services - Customisation - Campaign outsourcing - Strategic guidance Sign-Up.to
  33. 33. Free guides - www.signupto.com/resources • Coffee break guides to email and SMS marketing • 2014 UK email benchmark report • Precision marketing using audience dimensions Free seminars - www.signupto.com/resources/events • Discovery morning (11-Sep, 27-Nov) – London Free software - www.signupto.com/internet-world Or visit us on stand IW688 Further resources – stand IW688

×