Ulf Tiedemann of Merlin Entertainments presented at an email marketing summit on forming a fully integrated, multi-channel approach. Generation Y students are more likely to use platforms like Facebook and texting over email for socializing. Email is still important for business communications. The presentation discussed using customer relationship management (CRM) data insights from email to improve social media, pay-per-click, and display advertising campaigns. Look-alike audiences on Facebook were shown to increase click-through rates and purchases. Retargeting email non-openers with display ads also improved customer acquisition costs and return on investment for Merlin. The key lessons were to think from the customer perspective, leverage data to improve social media

1. Email Insider Summit
Multi Channel Integration
Next-Level Strategies For Forming A Fully-
Integrated, Multi-Channel Approach To Drive
Positive Customer Journeys & Experiences
Ulf Tiedemann
Merlin Entertainments plc

2. Where we
are located
globally…
22

3. And around
the UK…
3
@ultima_tum
#MPEIS

4. And our UK
portfolio…
4
@ultima_tum
#MPEIS

6. The “Generation Y”
Quotes from e-mail marketing platform “Aweber” survey under college students in the US, 2016
“My peers and I use
Facebook a whole
lot more than
email”
“Email is for serious
business. Texting, Twitter
and Facebook are for
socializing.”
“Email is a “necessary
evil” that only grown ups,
teachers and businesses
use.”
“I tend to check my phone for text
messages or look on Facebook to
see if I have any notifications
before checking my email”
“I only use email if I
have to send my
teachers an
assignment or check
for coupons.”
“New mediums of
communication are just so
much easier and
entertaining to use.”
“A person has so
much to do on
Facebook that they
could easily spend
hours and hours
playing on it.”
6
@ultima_tum
#MPEIS

7. It’s not dead, it’s
just changing…

8. If it was only that simple…
Email Purchase
8
@ultima_tum
#MPEIS

9. Have you used
bespoke landing
pages for your
email marketing
campaigns?
@ultima_tum
#MPEIS

10. …it got a lot harder!
Email Purchase
10
@ultima_tum
#MPEIS

11. How can CRM support your other channels?
Data Insights
11
@ultima_tum
#MPEIS

12. How can CRM support your other channels?
Level of CRM insights
E-Mail
Social (Facebook, Instagram)
PPC (Google) / Display
OOH / Radio
TV
General audience insight
incl. Mosaic/Profiling
Regional insights
Location & drivetime based
Insights based on device ID,
retargeting
Individual personal data
Using all insights from SCV
+
+
+
+
Website
12
@ultima_tum
#MPEIS

13. Have you used
your CRM data in
your social media
campaigns
before?
@ultima_tum
#MPEIS

14. Where is the potential…?
Useable
for
INSIGHT
S
3m
Useable
for
SOCIAL
MEDIA
2m
Useable
for
EMAIL
1m
Unlock the
potential!
… plus LOOKALIKES of
those
Your database…
14
@ultima_tum
#MPEIS

15. What are look-a-likes?
15
@ultima_tum
#MPEIS

16. Most
effectice
audienc
e!
the social media extension
facebook + instagram
16
Email Sent
Openers Non Openers
Clickers
Non-
Clickers
Look-a-likes
LAL audience
59%
increase in CTR
return on
investment
31
openers
11%
more likely
to
purchase
@ultima_tum
#MPEIS

17. Have you linked
your email
campaigns to
display ads/
programmatic
before?
@ultima_tum
#MPEIS

18. How can we target on display ads?
18
Retargeting Profiling Keywords
@ultima_tum
#MPEIS

19. A Merlin example
19
@ultima_tum
#MPEIS

20. The results
CPA between social
and display
£0.98
return on
investment
206
Retargetin
g and
lookalikes
performed best
...and many happy guests in our attractions over
Halloween!
20
@ultima_tum
#MPEIS

21. Think
about
the
consum
er
Use
your
data to
run
social
Find
insights
to
support
other
channel
s
Thinks to take away
21