Smart Marketing with Ted at WhatCounts

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Ted Bergstrom at WhatCounts provides insights relating to smarter metrics and data segments with this email platform.

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Smart Marketing with Ted at WhatCounts

  1. 1. SMART MARKETING WITH TED Ted Bergstrom Business Development Manager
  2. 2. AGENDA 2 •  INTERACTIVE DISCUSSIONS •  WHAT IS SMART MARKETING? •  SMART MARKETING IN-TOOL VIEW •  QUESTION & ANSWERS
  3. 3. EMAIL - INTERACTIVE DISCUSSION 3 •  Who has sent an email? •  Who has bought something online? •  Who sends emails to their customers and prospects? •  Who makes money off those emails directly or indirectly?
  4. 4. WHY DO WE LOVE EMAIL? 4 ü Email has a wide reach ü Email is measurable ü Email can be highly customized ü Email improves brand awareness & customer relations ü Email has the highest ROI of any marketing channel
  5. 5. SMART MARKETING = PERSONALIZATION 5
  6. 6. WHY PERSONALIZATION ? 6 ü Personalization increases engagement ü 72% increase in open rates ü 81% increase in click through rates ü 41% of consumers buy more when personalized Source: Marketing Sherpa and MyBuys Consumer Study
  7. 7. PERSONALIZATION = RIGHT DATA + CONTENT + AUTOMATION 7
  8. 8. SMART DATA 8 Email Address: amy1970@gmail.com Full Name: Amy Morris Gender Female Sign-Up Date: April 20, 2012 Purchase History: CRM CLIENT DATA Click-Through Rate: 29% Device Type: iPhone 5, Windows 7 Desktop, Firefox Interests & Hobbies: Health & Fitness, Hiking Date of Birth: June 8, 1970 Occupation: Freelance Graphic Designer City of Residence: Portland, OR Education: BFA, University of Washington Annual Household Income: $130,000 Social Media Activity: Moderate Social Media Influence: Moderate Social Media Accounts: Twitter, Facebook amy1970@gmail.com
  9. 9. IS YOUR DATA SMART? •  How are you using your prospect/customer data today? •  How are you gathering data on your target clientele? •  What data are you not collecting today that you’d like to be? 9 IN TOOL VIEW - SMART DATA
  10. 10. SMART SEGMENTS 10 •  Smart Data provides the path to Smart Segments. •  Smart Segments allow for personalized offer based on demographic, geographic, psychographic, or behavioral information… •  ….a truly targeted offer to a segment based on known data and interests •  The more you segment your data and refine the approach the better results you’ll see.
  11. 11. DO YOU USE SMART SEGMENTS? •  Are you segmenting your data today? •  What data points have you found to be most useful for segmentation? •  Are there any other segments you are thinking of trying out? •  What data do you need to create those segments? 11 IN TOOL VIEW - SMART SEGMENTS
  12. 12. SMART MESSAGES 12 •  Smart personalized messages delivered to email, mobile, social, and web •  Email deliverability increases with engagement •  Mobile is the new inbox… •  Smart Message coding – responsive client device rendering •  Social posting, subscriber sharing, influencers & brand advocates •  Technology that pulls in and displays web content - smartGET, xsltGET, RSS •  Advanced logic evaluate and display content personalized per subscriber
  13. 13. ARE YOU SENDING SMART MESSAGES? •  Are you pulling live content/blogs into your messages today? •  What have been your most successful email campaigns? •  How successful are your ‘batch and blast’ against targeting smarter messages? 13 IN TOOL VIEW - SMART MESSAGES
  14. 14. SMART INSIGHTS 14 •  In-depth reporting •  Simple-to-use tools to test and measure, refine and improve your results. •  Automated campaign trends. •  List growth charts. •  Analytic tool integrations.
  15. 15. WHAT ARE YOUR SMART INSIGHTS? •  How do you determine an email campaign to be a success? •  What are the most important metrics you track when sending out messages? •  Are there metrics you wish you were tracking today but are not? 15 IN TOOL VIEW - SMART INSIGHTS
  16. 16. 16
  17. 17. SUCCESSFUL SMART MARKETERS Costco - High value campaign •  Shopping cart abandonment •  Click through rate over 20% •  Conversion rate of over 20% •  Drove additional 2.5% of revenue SavvyMom - Lifecycle marketing & Mobile optimization •  Implemented welcome services - part of lifecycle approach •  Increased unique click rate 450% •  Responsive design on creative for mobile version •  Mobile viewers had 2x higher click rate than desktop users Prep Sportswear - Personalization example •  Personalized subject lines •  Dynamic content for images based on favorite team •  68% increase in unique open rate •  Click to open went from 20% to 40%
  18. 18. 18 1 = Poor & 4 = Awesome! Smart Date 1 2 3 4 Smart Segments 1 2 3 4 Smart Messaging 1 2 3 4 Smart Insights 1 2 3 4 SCORE YOURSELF HOW DO YOU SCORE? 12 – 16… 8 – 11….. 5 – 7…… 1 – 4…… .. I’m a marketing Mensa! .. I do alright .. Hum….. .. Ok, I need help Ted!
  19. 19. CONNECT FOR EXTRA CREDIT! Rate yourself with the comprehensive Email Marketing Scorecard http://www.whatcounts.com/scorecard Download the Beginners Guide to Email Marketing http://www.whatcounts.com/email-guideregcomplete WhatCounts WhatCountsEmail
  20. 20. Ted Bergstrom Business Development Manager tbergstrom@whatcounts.com

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