1. 5 Ways To Communicate With Your
Customer, Drive Revenue And
Deliver Messages About Your
Company Or Brand
Anita John, Director of Customer Marketing
StubHub!

2. The Customer is King
 More self-reliant
 Self-educated
 Seek answers before making purchases
 Impulse buys limited to low-cost
products
 “Know me, I’ll be loyal”

4. Magic Formula!
Targeted A/B or
A/B or
Your Defined
Defined
USP/Brand + Message + Audience
Audience + Relevance + Multivariate
Multivariate
Testing
Testing
Deliver on all—profit & revenue will follow
Deliver on all—profit & revenue will follow

5. #1-Build Your Brand in Emails

6. Voice & Image
 Brand has a personality

7. Logos & Colors

8. #2&#3- Targeted Message &
Defined Audience

9. This is an ongoing courtship
Try to setup a Breakup/Get Back
Meet for the first 1st Date Going Steady
date together
time
Prospect 1st Time Cust. Active Inactive

10. Understand who you want to talk to
 RFM
 Site Behavior
 Preferences/Interests

11. #4-Presenting relevant content to
your customers

12. Knowledge is Power
 Create a dialogue with your
customers
 Ask..you shall receive
 Find out what matters
 Understand purchase behavior

13. What makes a difference
Ex. Preferences
incorp. into
emails – These
are the teams I
set up in my
preference ctr.

14. It’s about control & choice
 “If I tell you, I expect you to
remember, and show me what I
want”

15. It’s a two-way street
 Use information and product sales
 Integrate with your call center
 Closed-loop feedback
 Create customer advocacy groups –
Make them part of the solution

16. #5-Test, test, test

17. Test Methodology Options
 A/B split tests
 Multivariate testing
 DOE
 GE/Six Sigma

18. Best Practices
 Keep a hold-out group
 Never rollout something new without
testing
 Backtest when ever results are
inconclusive
 Trust your judgment and
experience…up to a point
 Make sure your lists are clean &
reflect the control

19. Take Away
 Magic Formula-Starting point
 Brand Creditability is about your USP
 Test, test, test