Evolving Your Email Targeting for Increased Revenue


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To get better campaign results, every marketer uses targeting and personalization; however most fail to maximize their program’s impact.

In this webinar, we share insights and strategies to help you delight your email subscribers. You'll learn:

How one brand made one simple change that increased click-throughs by 33%
How some leading brands are evolving their targeting with predictive analytics
Common pitfalls on the road to predictive targeting

Published in: Business, Technology
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Evolving Your Email Targeting for Increased Revenue

  1. 1. Evolving your email targeting for increased revenue Julie Anne RedaVP of Product Strategy, Yesmail Stephen YuVP of Data Strategies, Infogroup
  2. 2. What We Will Cover Today• The marketing landscape• The evolution of targeting• Next Steps / Takeaways Yesmail Confidential 2
  3. 3. Consumershavechanged… Yesmail Confidential 3
  4. 4. Standards are higher Source: DMA, Jan 2012; MyBuys & eTailing Group, June 2011 Yesmail Confidential 4
  5. 5. Most Desired Marketing Capability97% of marketers saidthe following was highly orsomewhat valuable• better targeting through more detailed customer preferences• delivering real-time personalized offers Source: RSR Research, Dec 2011 Yesmail Confidential 5
  6. 6. Consumers’ expectations for marketing Yesmail Confidential 6
  7. 7. To use data successful, marketers mustExcel in: 1. Data Collection 2. Data Refinement 3. Data DeliveryProvide marketing answers,not just dataTo be effective you must knowhow to wield the power of allavailable data faster. Yesmail Confidential 7
  8. 8. Example – StudentBeans.com• UK-based student portal• Welcome campaign based on offers• Offers selection criteria – Popularity – Profitability• Customized on – Sex of the subscriber – Location Source: MarketingSherpa Yesmail Confidential 8
  9. 9. Example – StudentBeans.com Use Orange Links instead of Blue 33.9% increase in click-through rate for men (up from 4.49% to 6.01%) Negligible increase in click-through rate for women Yesmail Confidential 9
  10. 10. But gettinga clearpicture isdifficult… Yesmail Confidential 10
  11. 11. 74% of marketersare collectingdemographic data64% are collectingtransactional dataBut…. Source: BRITE and NYAMA, Marketing ROI in the Era of Big Data, Yesmail Confidential 11 Mar 2012
  12. 12. Challenges Source: BRITE and NYAMA, Marketing ROI in the Era of Big Data, Mar 2012 Yesmail Confidential 12
  13. 13. Not only that…. Yesmail Confidential 13
  14. 14. Evolution of Targeting• Demographic• Attitudinal• Transactional• Predictive Yesmail Confidential 14
  15. 15. Predictive Analytics
  16. 16. The Power of PredictionMarketing Programs that use predictive analyticsreceive – 76% increase in click-through rate – 73% increment sales liftSource: Aberdeen Group, Predictive Analytics for Sales andMarketing, Jan 2012 Yesmail Confidential 16
  17. 17. • No guessing game – You MUST know your target• Vast amount of online & offline data collectedBut are they being usedproperly? Yesmail Confidential 17
  18. 18. • Analytics play a huge roles in prospecting & CRM• Short paced marketing cycle getting shorter• Huge difference between advanced marketers and those who are falling behindWinners are the ones whowield the power of allavailable data faster. Yesmail Confidential 18
  19. 19. “Analytics” means different things…• BI (Business Intelligence) Reporting• Descriptive Analytics• Predictive Modeling• OptimizationPredictive Modeling for1-to-1 Marketing Yesmail Confidential 19
  20. 20. Why Model• Increase Targeting Accuracy• Reduce costs by contacting less/smart• Stay relevant• Consistent results• Reveal hidden patterns in data• Repeatable – key for automation• Expandable• “Supposedly” save time and effort Yesmail Confidential 20
  21. 21. Why not• Universe is too small• Predictable data not available• 1-to-1 marketing channels not in plan• Tight budget• Lack of resources Yesmail Confidential 21
  22. 22. Common Barriers to Analytics and Modeling Are not familiar with selection or modeling techniques • Just need marketing answers Have a limited budget • Can’t afford expensive custom models Don’t have time to develop custom models • Tight deadlines but still need campaigns to perform Employ non-traditional and online channels • Need new forms of data delivery Yesmail Confidential 22
  23. 23. TargetReady Models• Games are different now • Not ranking “Customers” for 1 Merchant at a time any more • Customize offers & products for 1 Customer at a time now• Speed is the name of the game• Pre-built “Marketing Answers” for Immediate Delivery• Categorical ModelsTargetReady Models: Pre-developed categorical models that are ready for immediate deployment Yesmail Confidential 23
  24. 24. Key Benefits of TargetReady Models• Provide “Marketing Answers”: No need for users to plow through sea of data• Extensive Category List & Coverage: Covers Behavioral & Attitudinal Elements (over 90 categories) A score for every household, for every category• Pre-built for Immediate Deployment: No time to wait for custom models• Significant Cost Savings: No upfront development cost, pay as you use it• Simple to Use: 9 means good, 0 means bad Yesmail Confidential 24
  25. 25. TargetReady Models: Perfect balance Yesmail Confidential 25
  26. 26. Example of TargetReady Models26 Yesmail Confidential 26
  27. 27. Next Steps
  28. 28. Building a Better Targeting Program1. Build a comprehensive and progressive profiling strategy and process2. Use analytics to match profiles to content and desired behavior3. Test for statistical significance4. Optimize automation5. RepeatBe subtle! Yesmail Confidential 28
  29. 29. Introducing Personalization Ready Models• Data service provided in conjunction with Infogroup• Industry-specific bundles• Benefits – Convenience – Frequently updated – Includes TargetReady • Predictive attributes without the cost Yesmail Confidential 29
  30. 30. Target in confidence• Trusted 85% of Fortune 100 • Derived from Infogroup’s Consumer Database• Permission based and publically available data • Consumer database is updated every month– Over 100 attributes – 210 million individuals within 115 M households Yesmail Confidential 30
  31. 31. Conclusion 1 Start Small 2 Test and Repeat 3 Integrate into Overall Program Yesmail Confidential 31
  32. 32. Thank you!Questions? – Marketing@yesmail.com