How to use Customer Intelligence technology to boost your email marketing

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Peter Schellaert, Sales Director Emailvision

Customer Intelligence enables marketers to rapidly explore and visualize their client data. Millions of records can be analyzed in seconds with drag and drop features that make data analysis easy-to-use and highly accessible for online marketing teams.

In this session you will have an overview of:

What is Customer Intelligence?
How to explore customer behavior data to identify new segments and sale strategies.
An easy way to increase your sales via email, mobile and social campaigns using Customer Intelligence.

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  • 100 new clients / month
  • We are a global provider with offices in 19 countries, servicing thousands of clients from all over the world, some of which I will use examples of in this presentation.Global supportLocal team in each language
  • Why is relevance increasingly important?Inbox overload – how are consumers dealing with it?
  • The pressure to be relevant iscoming from all angles not just from customers / not just to achieveimproveresponse rates but also from ISPs. They have decided to protecttheircustomers from the sometimesoverwhelmingnumber of messages theyreceive.Yahoo blocks over 120 billion spam messages every monthGmail Priority Inbox automatically identifies ‘important emails’ and separates them from everything elseHotmail Sweep allows users to select one email to automatically move or delete similar ones. Grey mail feature trashes emails depending on interaction.Yahoo stat source : http://www.ymailblog.com/blog/2010/05/it%E2%80%99s-official-no-one-fights-spam-harder-smarter-or-better-than-yahoo-mail/
  • Campaign Commander Customer Intelligence solves the data challenge for marketers by providing SaaS Customer Intelligence that’s integrated into email, mobile and social campaign management. Designed specifically for the needs of online marketing managers, Campaign Commander features an easy-to-use interface where marketers can analyze their client data using drag and drop features.Behind the product interface sits a proprietary columnar database that analyzes millions of client records in seconds. Instantly and without reliance on IT, marketers can explore detailed profile data including purchase behaviour and responsiveness to past campaigns. As soon as new customer segments are identified, they can instantly be labelled and exported for use in new marketing campaigns.Using Campaign Commander, processes that used to take days or even weeks are reduced to minutes and seconds. Marketing teams are empowered with the visibility and insight needed to build timely and targeted campaigns that deliver results.
  • The challenge is to find ways to help marketing and IT work better togetherClearly you need data – quantitative and qualitativeThe challenge is how can the marketer turn data into actionable insight?Untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs. Source: Relevancy Group "Realizing the Value of Email Marketing" (2010)Segmented campaigns produce at least 30% more opens and 50% higher CTR than undifferentiated campaigns. Source: MarketingSherpa Email Marketing Benchmark Guide, 2009).Los datos no deben de sermanejadoporgente de IT o de agenciasexternasparagenerar CIFRAS!Es básico y necesario profundizar en los datosEs necesario explotar los datos para conocer mejor a nuestros clientes y prospectos
  • That it why data is king. Most businesses are collecting vast amounts of data. Already you will collecting large quantities of very useful data about your:Customers names, addresses, birthdays, email domains, lifestages and other geodemographics - examplesCommunicationsWhen you send an email, opens, click through, conversions, SMSTransactionsWhat they buy, in what category, brand, when, how often etc.Media and Content InteractionsBrowsing products, abandoning baskets, social referral, blogging or reviewing
  • Gestion du cycle de vie du client :Vision du client à 360° Meilleure connaissance du client (actifs, meilleurs clients, inactifs depuis X mois, abandonnistes, en fin de cycle) afin d’ajuster la pression marketing, fidéliser et réactiver les clients au bon moment.Plusieursétapesdans le cycle de vie du client:Marketing can be pro-actively used to direct and progress the customer at timesInsight is required to develop all marketing approachesSpend – absolute / spend per interaction / maximum / minimumNumber of purchases / visits / tripsTime between purchases / visits / tripsNumber of distinct product brands / groups heldMarketing can intervene at appropriate times with an appropriate offer / communicationCustomer Journey Management Driven by InsightClassification of customers into one of the stagesProfiling of customers at each stageDevelopment of KPIs at each stageIdentification of Customer BehaviourUnderstand when customers quickly develop beyond expected levels of behaviourUnderstand when customers regress or lapseUnderstanding triggers for progression through journeyUnderstand how to use marketing approaches to drive progression
  • ACME Shoes are an ecommerce retailer of shoes. Online ecommerce only (no stores).They are mainly recognised for high-end sports footwear, but also sell across various brands, styles, categories.ACME Shoes are an ecommerce retailer of a wide range of shoes, across various brands, styles, categories.Not using Emailvision at all!They manually run a weekly generic newsletter to all of their customers, every recipient gets same content about the same shoes. Separately, they post general sales updates (sporadically) to Twitter and Facebook (managed by marketing intern).No understanding or insight into customer base…ACME email programme is faltering:Deliverability rates aren’t clear (no visibility)Opt out rates have increase to 0.5% per weekOpen rates have decreased to 10%Click through rates have decreased to 1%Conversion rates are stagnant at 0.1%ACME Shoes’ Social Media following is weak542 Facebook followers423 Twitter followersNo understanding or insight into customer base…ACME recognised that they needed a modern marketing strategy…
  • Chris Roe is a competition sprinter and an ACME Shoes customer & subscriberMale, 24, lives in Londonbut travels to international competitions.Previously bought running, training, high performance shoes from ACME. Subscribed to ACME newsletter at time of purchase.iPhone user (receives all ACME emails on mobile).Fan of social networks (Twitter and FB) as they allow him to keep in touch with his global network of friends. But, never told about ACME’s social presence.So lets see what ACME Shoes are sending to Chris:Do not recognise he is a customer, assuming he is interested in their new girls shoes, not rendering on his iPhone = perceived as SPAM.
  • They needed to put customer data into the hand of their marketers so that they could differentiate customers with differing preferences and profiles to send them targeted, relevant messages
  • ACME email and social marketing is blooming:Gained actionable Understanding and Insight into customersUse this to target relevant content to segmented groups of customersAutomate campaigns (lifecycle, transactional etc)Opt out rates have decreased to 0.2% per weekVisibility of deliverability rates : 98.4% to inbox!Open rates have increased to 38%Click-through rates have increased to 6%Conversion rates have increased to 0.8%Coordinated Social Network marketing (campaigns, scheduling, branded posts, multiple channels)They have 119,374 Facebook followers / likes and 17,543 Twitter followersChris Roe is a loyal brand advocate, and ACME are experiencing significant uplift in ROI from email and socialmarketing…
  • In summary, ACME Shoes were able to utilise email and social media channels to grow customer engagement, advocacy, referral and spend across channels to massively improve results.
  • How to use Customer Intelligence technology to boost your email marketing

    1. 1. How to use Customer Intelligence toboost your email marketing program?28/03/2012Peter SchellaertCountry Manager Benelux Powering Smarter Marketing www.emailvision.be
    2. 2. Who is Emailvision?● International leader in email, mobile and social marketing● 640 employees● $90M annual revenues / 40% organic growth● Sending 350K global campaigns / month● The 1st company to deliver SaaS Customer Intelligence● The 1st company to integrate CI and Campaign Management● Recognition as a technology leader by:
    3. 3. Some of our 4000 + clients www.emailvision.com
    4. 4. Our mission Integration APIs Emailvision powers smart Emailemail, mobile andsocial campaigns Customer Intelligence that deliver results Custom Applications Custom Apps www.emailvision.com
    5. 5. Global Provider, Local SupportOffices:ArgentinaAustriaBelgiumBrazilCanadaChinaFranceGermanyHong KongIsraelItalyJapanMexicoNetherlandsPortugalScandinaviaSpainSwitzerlandUnited KingdomUSA
    6. 6. Relevance?
    7. 7. Consumers are struggling with Inboxoverload● 49% of consumers have unsubscribed from email lists that they had originally opted in to because they found the emails to be irrelevant‒ Source: Relevancy Group "Realizing the Value of Email Marketing" (2010)
    8. 8. Modern ISP’s - Only the Relevant Survive Yahoo blocks ! Gmail Priority Inbox automatically identifies ! Hotmail sweeps !
    9. 9. Value of Using Insight for TargetingRelevance
    10. 10. How Can Relevance Help Marketers? Accelerate gains Reduce Costs With less time
    11. 11. What is Customer Intelligence? www.emailvision.be
    12. 12. Business Challenge Marketing IT
    13. 13. What do we Know? Customers Campaigns & Communications Products and Media & content transactions interactions
    14. 14. The Customer Journey Acquisition About to Sleeping/In Maturation Active go active VIP Lawyer RFM Segment Lapse Segment www.emailvision.es
    15. 15. Win Back Campaigns Incentivise lapsed customers.
    16. 16. Cross / Upsell Analysis High propensity customer target list
    17. 17. A Fictional Retailer ● Ecommerce and high-street retailer ● Broad range of brands and styles ● Decelerating business growth
    18. 18. An ACME Shoes Customer● Chris Roe ● Male, 24 ● Running shoe customer ● Competition runner ● Local club is Linford Christie Stadium in West London ● Extensive travel ● Social media fan ● iPhone user
    19. 19. What Did ACME Send To Chris Before? Dear Subscriber, fashion up! eNewsletters@ESPemail.com
    20. 20. ACME Shoes Were Able To… Data Database
    21. 21. Results: Chris’ Experience● Started interacting with relevant emails● Took offer to purchase new running shoes● Joined ACME sports Facebook group● Tweeted ACME’s offers to his social network, who were other runners all over the world... …who signed up for the newsletters, joined the social sites bought trainers and in turn recommended their friends…
    22. 22. Results: Value To ACME● Improved email marketing KPI’s and marketing ROI● Marketing process efficiency● Growth of engaged social community generating measurable incremental revenue● Actionable customer insight● And a long-term customer relationship with Chris Roe!
    23. 23. ACME’s Powerful Digital Channel StrategySocial eCommerceEmail Website
    24. 24. Summary• Collect and analyse your data, it is a very valuable asset• Create actionable customer insight• Use this insight to drive timely and meaningful relevance in customer lifecycle engagements
    25. 25. Thank you for your attention! Join us at Stand S43! www.emailvision.be

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