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5 Ways to Increase Email Engagement and Revenue with CRM Data

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Learn how CNET, the world's largest and most trusted tech media source with more than 100 million unique users, uses their client data to deliver personalized email content and advertising to increase engagement and drive real revenue.

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5 Ways to Increase Email Engagement and Revenue with CRM Data

  1. 1. 5 Ways to Increase Engagement and Revenue with CRM Data
  2. 2. Dave Hendricks President LiveIntent @davehendricks @LiveIntent Diana Primeau Director, Member Services User Engagement Team CNET @CNET Brian Banks Account Director BlueHornet @bluehornetemail
  3. 3. Realize Your Email Potential Create and deploy sophisticated, multi-tiered email marketing programs faster with BlueHornet. Our unique combination of enterprise-scale email marketing solutions and award-winning services will ensure your email marketing program is a success.
  4. 4. The LiveIntent platform makes it possible for you to acquire, reach and re-engage existing subscribers. We’ve aligned with key partners, like BlueHornet, to ensure our mutual clients maximize their investment in email marketing programs. BlueHornet & LiveIntent
  5. 5. CRM Data: A Crash Course
  6. 6. What is CRM Data? CRM Data: Any proprietary data about your customers Key data includes: • Buyer history • Email addresses • Data from surveys • Phone numbers • Web browsing behavior • Interaction history • Purchase history • Membership segment
  7. 7. What can CRM data tell you about your subscribers? What, where, when and how subscribers are engaging with your brand across multiple channels: • Are they socially active? • How often are they on your site? • How many pages are they viewing? • Time of visit/page visits • Are they part of your loyalty program? • What have they purchased? Where? • How often do they buy? • What is their lifetime value?
  8. 8. Why is an email address the most important data point? Age Gender Time of DayLocation Browser Category
  9. 9. 5 Ways to Increase Engagement & Revenue with CRM Data
  10. 10. CONTROL + SEGMENTATION CONTROL 1. Maximizing Site Traffic & Revenue EMAIL
  11. 11. 1. Maximizing Site Traffic & Revenue EMAIL jack@emailaddress.comjill@emailaddress.com
  12. 12. 2. Delivering Personalized Content EMAIL
  13. 13. 3. Acquiring New Customers (While Suppressing Existing Ones) Case Study: The Grommet Goal: Grow customer base by converting newsletter subscribers into active, engaged customers. Solution: Reach and acquire subscribers with a predisposition to open and click. Served ads in outside, reputable brands and optimized using LIPS to reach subscribers with the highest interest in The Grommet’s messaging. Example here ADS
  14. 14. 3. Acquiring New Customers (While Suppressing Existing Ones) ADS
  15. 15. 4. Onboarding New Customers EMAIL BY EVENT BY LANGUAGE
  16. 16. SUBJECT LINE: NEW WEARABLE TECH THAT KEEPS YOU SAFE 5. Re-engaging Inactive Subscribers EMAIL
  17. 17. 5. Re-engaging Inactive Subscribers EMAIL Brian
  18. 18. 5. Re-engaging Inactive Subscribers Using a secure email hash, LiveAudience can match customer email segments across 750+ publishers that increases performance post-click by 2-3x, including site activity and click-to-conversion rate Use Cases: - Low open rates - Need to increase offline sales - Inactive subscribers EMAIL
  19. 19. BlueHornet is LiveIntent LiveCertified This means BlueHornet clients can add LiveIntent’s HTML LiveTags to their templates within the BlueHornet platform to start monetizing their emails, just like CNET does today.
  20. 20. Learnings 1. What CRM data is and what it can tell you about your subscribers. 2. Why an email address is the most important piece of data you can have. 3. How to leverage CRM data to improve everything from acquisition to segmentation. 4. The importance of suppressing current subscribers while acquiring new ones. 5. The benefits of having an onboarding program and how to win-back inactive subscribers. 6. How the largest tech sites uses their CRM data to improve email engagement, re-engagement + drive real revenue.
  21. 21. Dave Hendricks President LiveIntent @davehendricks @LiveIntent Diana Primeau Director, Member Services User Engagement Team CNET @CNET Brian Banks Account Director BlueHornet @bluehornetemail
  22. 22. Realize Your Email Potential Contact us for a free demo today! BlueHornet.com I 866-586-3755 I sales@bluehornet.com

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