Segmentum CRM Results: Selection of High Performing CRM & Email Marketing Cam...
Board presentation crm april 2015
1. 1) Intro
2) My First 90 days: Tech, Data, Design
3) Channel performance so far
4) Our data
5) Insight from email
6) Personalised CRM:
1) Saved Holidays Campaign
2) Basket Abandonment
7) Personalised CRM Opportunity
8) Personalised CRM Roadmap
9) CRM Vision
CRM Update – April
2015
1
2. - IDM Email Marketing Award & Data Management Award
- LOVES holidays (and I’m not just saying it)
A bit about me...
2 years ecommerce experience
Commercial Manager
⁻ Responsible for 14% Gross Profit of Moneysupermarket.com (2010)
⁻ Managed 80 different insurance providers
⁻ Grew channels by 1.05m net profit (43%)
⁻ Project Managed Motorbike Insurance aggregation
Over 5 years CRM Experience
Senior CRM Manager
⁻ Developed in-house CRM capability from scratch incl. email, SMS and DM
⁻ Business lead for multi million pound single customer view investment
⁻ Managed Email Account & Platform migration
⁻ Developed FCA required campaigns
⁻ Covered multiple brands (Phones 4u, Dialaphone, LIFE Mobile, Phones 4u
Care & manufacturer campaigns)
⁻ CRM lead for multi-million pound Manufacturer campaigns
⁻ Managed team of 5
CRM Manager
- Recruited in July 2014, started September 2014
2
3. Email Service Provider
(ESP) Review
Campaign migration
CRM in-house
Function
• We undertook a technology
review
• Match capabilities to
provider
• Commercials/seasonality
• Ease of use
• CRM campaign build
process
• Campaign and data audit
We now
have a
new email
service
provider
• 22 automated campaigns
• Mobile responsive, multiple
templates
• PCRM stage 1 delivered,
migrated and optimised
• Identified quick wins for
basket abandonment
campaign remail
• We built a bespoke
segmentation tool with
Email centre
• Set up campaign
structure, regular
campaigns & reporting
• Bespoke segmentation
and personalisation tool
• Testing the customer data
All
campaigns
migrated
Structure
completed
for PCRM
First 90 Days - Tech
3
4. First 90 Days - Data
⁻ Identified key segments identified to increase conversion
⁻ Tested 140 different segments throughout December ’14 and January
’15 (19 last year)
⁻ Personalisation matched to customer segments
⁻ Importance of customer engagement throughout lifecycle
Test and Learn
Flexible Campaign
System
International
⁻ More efficient campaign process – improved business opportunities
(Exclusives / Tourist Board), is scalable for the future
⁻ In-depth reporting and analysis
⁻ Build and develop email templates for testing
⁻ Improved testing and reporting capability
⁻ Copy CRM infrastructure & capability, account can be replicated
⁻ Individual domain for eBeach emails
⁻ Build prospect base – email sign ups, triggered email from sign up
⁻ Trained team and dedicated support
⁻ Enabled segmentation and split testing
⁻ To be developed alongside OTB Personalised CRM (Saved Holidays,
Basket abandonment and Transactional emails)
4
7. Bookings from Email
Our Data...
27%
Desktop
73%
Mobile
inc.
Tablet
What do people open emails on?
2.2 million
66% are already customers
214 new emails per day 78% opt in rate
27% have opened
10% have clicked
30% have opened
12% have clicked
What devices do people open their
emails on?
What devices do our customers book on via
emails?
7
8. CRM’s Contribution to App
• 7785 app installs
•106 app sales
• £12K Estimated net margin
• 585% ROI(cost vs. net margin)
•Cost per install £0.26
• Significantly longer period to
book
Email Insight Specifically...
* Travel industry average is 23%
Personalised campaign’s conversion
is over 3 times higher
Which has grown our “active” prospects by 93%Unique open rate per campaign has grown 55% YoY
8
9. ⁻ Live 8th October 2014
⁻ Top performing CRM Campaign
⁻ Low volume of email sends, high conversion
⁻ 33% of all bookings via email but 1% of the send volume
⁻ average 1200 many emails sent per day
⁻ Average campaign conversion is 1.5% from GA sessions to GA
bookings
About the people who book from this campaign:
⁻ 60% of bookings are from new customers – great additional
service to grow campaign
⁻ Follow up campaign to non-bookers started March 2015 – &
is now 15% of campaign bookings
Personalised CRM Update – Saved
Holidays
Saved Holidays Example
9
Campaign Conversion & impact of follow up campaign
10. Basket Abandonment
Example
⁻ Currently works through a third party
⁻0.5% conversion (second highest converting)
⁻ High Open rate 35%
⁻ Site abandon rate
⁻ logged in customers
⁻ SVP for increased personalisation
⁻Average campaign daily send it 980 emails sent per day
(not unique)
⁻ Opportunity for eBeach:
⁻ Bookings via campaign
⁻ Growth of new prospective customer database (c40
new emails per day send emails to, currently 6 per
day)
⁻ By bringing in-house, cost saving of £112Kpa
Personalised CRM Update – Basket
Abandonment
10
11. High
Low
AWARE INTEREST DECIDE BOOK
Count
down
to
event
X-SELL
Event
Support
Final
Confir
mation
EVENT
OCCURS
NPS
Retran
saction
Second stage of personalisation will focus here
Personalisation Opportunity in the
Customer Journey1st Stage of
Personalised CRM
will deliver
PCRM
Stage 1
Delivery
11
PERSONALISATION
12. Assign email address to
anonymous SVP when
customer visits site from
email
Basket
Abandonment
in-house
Recommended
deal in triggered
marketing
emails
DEVELOPMENT
WORK*
Automatic log in
when account is
generated
Recommended
deal in Saved
Holidays
Create MyOTB
Account from yellow
marketing banner
Recommended
deal in static
email
Campaign Testing / Optimisation
Personalised CRM Project Roadmap
CALENDAR Q3
CAMPAIGNS
12* Dependent on development priorities
13. Campaign Testing / Optimisation
Explore use of
Email Centre by
Service
Move
transactional
emails to email
centre
Lead Passenger & Passenger contact details
Start single view of the passengers
Personalised Post -Booking Email Programme
• Different emails / journey for different customers of key
personas
• Adds value to customer journey
Personalised Welcome Home Email
Programme
• Tailored journey for returning
customers
Email Send Volume decreases with personalisation
Event
triggered
emails
CRM Vision
Layer SVP with
information
from Email
Centre
13
High
Low
High Low
PERSONALISATION
DEVELOPMENT EFFORT
Editor's Notes
Why?
To tell the Board what I’ve done in my first 90 days – Tech – ideal time to review the platform against our plans
Contract with Responsys was due for renewal at end of November, so this gave us (just about) enough time to get a review done of requirements against PCRM and campaign functionality, given the types of campaigns that we’d like
Platform migration – what it involved, setting up for personalised CRM project
Cost saving on platform – Repsonsys cost £105K last FY. This year, platform cost is £27K – saving £78K –reinvest in CRM Exec., saves £59K pa.
No break in service
Quick wins
Starting of the test process / segmentation tool
NO JARGON!!
Exclusives / Tourist board – Sol Hotels
What am I doing with this slide?
Telling them how the emails have changed as part of migration
Benefits we now have since migration
How we are using them
Key take aways from the changes to email design
Constantly evolving through our learnings
List some key things that the email templates now allow us to do:
Test content blocks
Change the size and layout – a lot less restricted
Make changes very quickly
What am I saying with this slide?
The channel was under performing.
Why? Using the same segments and had to wait for me to start, ageing data as the same segments were targeted, big volumes of email sends
First three months were focussed on migrating (as I’ve already said) and from December, the segmentation started. Key learnings from the data to turn things around. Find out what were the most significant factors to conversion (reduce send volume to reduce channel cost)
Tested all of the data – send volume was over 6m from December to January to re-engage the base.
81% up YoY for GA Bookings – real benefit of the testing and segmentation came from January from January 2015 onwards.
Manual segmentation of campaigns has developed
About people that sign up:
32% of people went on to book after entering their email address in the top yellow bar
41% of bookings were placed within 48 hours after they signed up
APP
People who click on the app banner are over three times more likely to purchase via the app than people who click elsewhere on the email.
3% of all clicks
ACTIVE PROSPECTS:
Opened an email once since Jan 2015 per month
Grown from 81K – 156K
Means we can now target people who open more than once i.e. 3 times and hit 90K of the prospective customer base.
Unique Open rate: 31%
Open rate industry average: 22.87%, Average 2014: 20% Average 2015: 31%
Other stats:
Because our customers are opening more emails from us, we’re able to then segment on how many times somebody opens an email – the more active, the more likely they are to convert and the better it is for mailing list reputation (sending relevant emails to customers who are engaging with us)
38% of bookings are made on the same day the email is sent
80% of bookings are made by day 7 days after the email has been sent
The hotels that are presented on emails are 23% more likely to be booked by Customers than if they’re not shown
Who gets it
What it is etc.....
Customer journey for Saved Holidays:
Customer searches for a holiday
Logged in customers are able to 'Save to Scrapbook'
Customers not logged in are prompted to create an account. Then they can 'Save to Scrapbook'
The following day, the customer is sent an email
Email contains up to 4 of their most recently saved deals
April – total people saved holidays: 29K (so far)
24K emails were sent, 82%. Removes; bad email addresses and people who’ve booked (without the email)
Explain who gets it / simpli
Background on Sales Cycle:
Third party company. JavaScript placed on booking path collects email addresses. When a customer has not converted, they are subscribed to the programme
Customers receive the first email 30 minutes after they entered the booking path and don't go on to book
They receive a second email the next day, providing they did not open the first email
Campaigns are for all products sold (F+H, FO and HO)
The email only contains the deal they added to basket
The campaign works on both desktop and tablet booking paths
Performance reporting is covered by Affiliates
The core strategy centres on the strategy to personalise every email that a customer receives from us
Recognise who they are and what they like
Add value to their experience and give them reasons to return
Once the first stage of pCRM is complete, we’ll have the capability to “fill in the gap”
Next opportunity lies in after somebody has booked:
Personalise every email they receive from OTB
Add value to their journey
Give them reasons to return
Triggered campaigns
Focus on test and learn
