Perspectives of how database marketing services should be positioned.

1. Database Marketing
D t b M k ti
A Different Approach to Reach
Your Target Audience
May 2010

2. Parties Involved in
Database Marketing

3. AsiaOne:
Develop opt-in consumer d b
l i databases
Key Metric: Open Rate

4. Client:
Design and Copy Writing
i d ii
Key Metric: Click-Through Rate

5. Client
Best Practices
1. Define your target audience – be as
p
precise as p
possible.
2. Great
2 G t copywriting – users h dl read
iti hardly d
every email, especially <ADV>.
3.
3 Get interested users to do something –
sers
visit your website, do a survey, etc.

6. AsiaOne
Best Practices
•Most current opt-in consumer database.
•Message reaches th ttargett audience.
h the di
•More than 500 clients and sent more than
20 million emails.

7. Reaching Your
Target Audience

8. Send & Reach Target

9. Reach Means NOT
eac ea s O
Getting Into Spam Box

11. Message Received
• Email
– 90.0% g
% guaranteed to reach user’s inbox.
– Very few competitors can match commitment.
• SMS and MMS
– Reaching opt-in users in M1 & Starhub mobile
operators.
operators
• Location-Based
– Target geographically (M1 & Starhub only).
– Schedule according to campaign needs.
g p g

12. Emails received daily
Reference: http://www.radicati.com/wp/wp-content/uploads/2009/05/email-stats-report-exec-summary.pdf

13. Seconds of Attention Span
on the Internet
Reference: http://news.bbc.co.uk/2/hi/science/nature/1834682.stm

15. Enhanced Email
How Does it Work for You?
• Moving images grabs attention,
encourages to click through to YOUR
g g
website and promotes on-site conversion.
• Measuring effectiveness.
– Traditional open and click-through rates.
– # viewers time spent viewing, geographical
viewers, viewing
location, # viewed on iPhone and Blackberry.

16. Updated Opt-In
Database

17. Registrations Added to AsiaOne
Database Monthly

18. Advanced Database System
Duplicates
Removed
R d

19. Remove “Dead” Data
Dead
Invalid Email
Adds. Removed
Add R d

20. Analyzed Data
Track User
Behaviour

21. “Freshest” Database
Freshest

23. Behavioural Targeting

25. Every opened mail
is TRACKED

26. Every Campaign is Assigned a
Behavioural Category

27. Behavioural Targeting
Cosmopolitan Enterprising
Travel Business
Sports Property
Motoring News
Entertainment Personal Finance
Lifestyle Personal
Shopping Health
Fashion & Beauty
Fashion & Beauty Computing &
Computing & IT
Culinary & Wine Education
Parenting & Homes
g Crafts & Photography
g p y

28. Available Email
Cosmopolitan Enterprising
Travel 118,814 Business 75,923
Sports 55,515 Property 114,205
Motoring 67,971 News 56,956
Entertainment 138,681 Personal Finance 114,205
Lifestyle Personal
Shopping 70,741 Health 79,778
Fashion & Beauty
Fashion & Beauty 31,010
31 010 Computing &
Computing & IT 99,639
99 639
Culinary & Wine 50,751 Education 92,620
Parenting & Homes 35,555 Crafts & Photography 10,315
As of March 2010

29. Available Mobile
Cosmopolitan Enterprising
Travel 120,576 Business 104,890
Sports 58,466 Property 37,130
Motoring 65,891 News 107,321
Entertainment 227,834 Personal Finance 131,411
Lifestyle Personal
Shopping 105,568 Health 79,923
Fashion & Beauty
Fashion & Beauty 38,418
38 418 Computing &
Computing & IT 144,148
144 148
Culinary & Wine 61,099 Education 79,970
Parenting & Homes 49,023 Crafts & Photography 7,542
As of March 2010

30. Available Email & Mobile
Cosmopolitan Enterprising
Travel 66,550 Business 41,378
Sports 30,341 Property 17,491
Motoring 37,665 News 37,864
Entertainment 83,542 Personal Finance 75,615
Lifestyle Personal
Shopping 43,290 Health 44,307
Fashion & Beauty
Fashion & Beauty 21,152
21 152 Computing &
Computing & IT 57,987
57 987
Culinary & Wine 35,071 Education 52,579
Parenting & Homes 25,592 Crafts & Photography 6,948
As of March 2010

31. Behavioural Targeting
How Does it Work for You?
• Reach active users from your targeted
demographic base.
g p
• U
Users respond (i active) t <ADV> when
d (i.e. ti ) to ADV h
the category interest them.
• Responses are backed b more than 20
by
million emails sent over 5 years.

32. Enhanced B h i
E h d Behavioural T
l Targeting
i

36. IBU Analyzes Database
Response Trends Weekly
to Improve Performance
Consumer Behaviour
Change Over Time

37. When was the
last response?

38. Are the responses obvious?

39. Tracks Behavioural
Changes as Consumers Evolve
• Behaviours are constantly checked to optimize open rate performance.
• Checks are done statistically, focusing on:
– How recent they opened emails.
• Users who open emails recently are considered to be better than those who opened
some time back.
some time back
– Frequency of Opening Emails
• Users who opened emails of a particular category more often than others are considered
more interested to receiving emails of the same type.
– Interval Between Opening Emails
• Users who opened more than 2 emails recently is more interested than others who
opened the same number over a longer interval period.

40. Enhanced Behaviour Works
Total Delivered Open rate Click Rate Improvement in
Campaign Targeting
(%) (%) (%) Click Rate (%)
ST and BT
Opt‐In 98.89 24.68 1.35
Entertainment Subscriber
(Concert) Enhanced
97.82 63.62 1.63 Entertainment 20.74%
Behaviour
PMEB and age
Opt‐In 98.28 26.78 0.88
Finance 25‐44
(Banking) Enhanced
99.73 49.39 2.13 Finance 142.05%
Behaviour
Opt‐In 94.12 15.61 2.22 age 16‐50
Computer & IT
(Internet) Enhanced
99.29 66.7 7.06 Computer/IT
p / 218.02%
Behaviour
B h i

41. For more information, please contact the following:
Contact : Darren Yan
Mobile : +65.9182.5717
Direct : +65.6319.2297
Email : darreny@sph.com.sg