In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
Using Email Behavioral Data to Target Customers and Drive Engagement
1. Ready, Set, Segment
Using email Behavioral Data to Target
and Drive Customer Engagement
Yesmail Customer Strategy
2. Using email Behavioral Data to Drive Customer Engagement
Your Presenters
Kristin Kleweno Customer Strategy Director
Directly involved with helping clients with Engagement Strategies. Always on the
look out for innovative and profitable ways for marketers to engage with their email
subscribers and social followers.
kristin.kleweno@yesmail.com
Jenny Stone Marketing Strategist
Blending an IT background in web programming and design, with a customer
service focus to help Yesmail clients realize their marketing goals within the email
space. Jenny drives thought leadership through innovation and takes an active
interest in consumer behavior & digital trends across the online marketing space.
jenny.stone@yesmail.com
Ask questions!
1) Use GotoMeeting interface
2) Use twitter hashtag: #yesmail
3) Yesmail Blog | Email Marketing Lounge: http://www.emailmarketing.com
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3. Using email Behavioral Data to Drive Customer Engagement
Agenda
Industry Trends
Activation Campaigns – Goals and Strategies
Key Segments - The Value of Tracking Subscribers Through the Life Cycle
Types of Engagement Activation Campaigns
Considerations for Developing Activation Campaigns – Best Practices
Setting it all in motion with Yesmail Engagement Analyzer
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4. Industry Trends - Interactive Marketing Industry Overview
New Channels New Customer New Marketing
and Devices are Mind-Set Tactics
Changing
Consumers’
Behavior Customers expect Mass media audiences
immediate and fragment and become
relevant content addressable
Internet, social, mobile, They are empowered, Email, event and
DVRs, smart phones proactive, and vocal! behavior triggers,
etc touch-point marketing,
use of social networks,
targeted TV Ads
Source: Forrester Research. US Interactive Marketing Forecast, 2011 To 2016
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5. Industry Trends - An Evolution is Underway for Marketers
Increased engagement by matching
customer to content not content to customer
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6. Industry Trends - Crafting Relevant Content
Segmenting by email behavior is a popular and effective technique for industry leading marketers
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7. Industry Trends - The Effectiveness of Relevancy
Segmenting by email behavior is incredibly effective. Second only to triggers.
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8. Activation Campaigns – Goals & Strategies
Primary Goals of Activation Programs
1) Bring back customers!
Inactive
2) Drive subscribers to next level of engagement Subscribers
3) List Management: Track segments and develop
optimal content and contact strategies
(eg. when to suppress inactive addresses) Active
Openers & Clickers
First Time
Elements of an email Activation Buyers
Strategy
Repeat
• A good activation email strategy will Customers
address both active and inactive
audiences for both purchase behavior
AND email behavior
Best
• Know your list - Track counts and Customers
movements by key segments
• Defined Objectives & Targeted Campaigns
by Segment
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9. Activation Campaigns – A Bit of Background
Hard Cold Facts about Your Audience and List
First 90 days is critical to engage subscribers
Response and activity will drop over time
The inactive population will grow as the list ages
The average retailers has a >40-70% inactive population
Mailing to inactive population consistently brings
down overall performance/conversion rates (&
possibly be a deliverability nightmare)
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10. Activation Campaigns – A Bit of Background
Reasons Why Subscribers Become Inactive
1 in 4
Don’t need/want products at this time
opt-in
Irrelevancy
retail
Fatigue
emails end
Too busy
up in the
Might not even see it! Many with multiple
email accounts junk folder.
Get new account & don’t close old one Returnpath 2011 Deliverabilty Study
Open isn’t counted because of image
blocking
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11. Example Email Activation Programs within Portfolio of Campaigns
Where do “Activation“ Programs fit in your Portfolio?
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13. ROI & Value of Activation Programs
Early Activation Programs Mid Activation Programs Late Activation Programs
(0-90 days non-active) (90 days -1 year non-active) (> 1 year non-active)
General Performance: General Performance: General Performance:
- Highest Engagement - Above ave. Engagement - Below ave. Engagement
- Highest Response Rates - Above ave. Response Rates - Below ave. Response Rates
- Highest ROI - Good ROI - ROI
- Real value in list management
Start Activation Campaigns EARLY & catch them before they drop off!
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17. Example – Get More from Your Emails (Update Preferences)
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18. Example - Multi-message Best Offer Series
Message #1: Message #2: Message #3:
Subject Line: Joe, are you still around? Subject Line: Hello Joe, anyone home? Subject Line: Should we stay or should we go?
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21. Example – We Miss You (Tell us What You Want)
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22. Developing Activation Campaigns – Best Practices
Define Key Activation Segments to
track and target over time
Find out as much as you can about
your audience and active & inactive
population (and when they drop off!)
Use Yesmail Engagement Analyzer!
Define Campaign Strategies and
Campaigns with Success Metrics
Conduct controlled tests to learn which
strategies produce positive ROI
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24. What is the Engagement Analyzer?
• It is a data modeling add-on tool
that scores and tracks individual
subscribers based on their
Recency, Frequency and Click
activity
• Purchases can also be tracked as
part of a add-on service
• It enables Yesmail clients to group
their subscribers by the recency
and frequency of email message
activity (Opens and Clicks)
• Historical email data is
summarized at the user level
• Subscribers are scored and
grouped by activity level and
tenure buckets
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26. How Engagement Analyzer can help
• Automate life cycle marketing
• Make measurement easy
• Enable targeting based on monthly
scoring
• Analyzing and maintaining database
health
• Provides strategic opportunity for
lifecycle campaigns and suppression
strategies
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27. Marketing uses
Metrics Reporting
Activity Division/Brand Totals
Purchases (Additional Fee) Subscribed vs. Unsubscribed
Total Individuals in an
Targeting
engagement level
By engagement level
Shifts between engagement level
By shift between engagement level
Compare by division/brand
30. Thank you, Thank you, Thank you
Questions?
• email will follow to all attendees with link to this webinar &
presentation
• Please contact us for additional information or a Engagement
Analyzer Demo
– Your Yesmail Sales Rep
– 1-877-yesmail or sales@yesmail.com
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