Automated eMarketing by Metrics Marketing


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The why, what and how of automated marketing. Get the tactical execution automated so that you can focus on the strategy.

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Automated eMarketing by Metrics Marketing

  1. 1. Automated eMarketing:  Getting the Tactical Execution Automated So You  Getting the Tactical Execution Automated So You Can Focus on the Strategy Thursday, January 21, 2010 1/21/2010 1
  2. 2. Webcast Housekeeping Webcast “Housekeeping” • Ask questions throughout the presentation using the  q g p g “Questions” button at the top of the screen • All questions will be answered at the end of the presentation • Please report any technical difficulties to Please report any technical difficulties to • At the end of the presentation, please evaluate the webcast  by clicking the “Rate” button at the top of your screen 1/21/2010 2
  3. 3. Today s Presenters Today’s Presenters • Marci Hower – Marci Hower manages Metrics’ interactive services offerings. Marci Hower manages Metrics interactive services offerings Marci has 15 years experience in online direct marketing. Prior to joining  Metrics, Marci was a Business Development Manager with a national e‐ strategy consulting firm. She was also an integral part of growing a start‐up  company as the General Manager of a Midwest interactive agency. Marci blends her experience in sales, marketing, design and interactive  Marci blends her experience in sales marketing design and interactive technologies to help clients such as National City, Kelly Services, Midas, World  Market Center and American Greetings create and implement their online  strategies. A local thought leader, Marci is honored to be a past president of  DMA Cleveland. She was instrumental in developing a regional conference  that is now in its 4th year, Interaction 2009. Marci is a past recipient of Crains  Forty under Forty award, and she is a frequent speaker at events and  seminars. 1/21/2010 3
  4. 4. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 4
  5. 5. Why Automate? Why Automate? Top email marketing challenges MarketingSherpa 2010 Email Benchmark Report 5
  6. 6. Why Automate? Why Automate? • 89% of retailers cited email is the most mentioned successful tactic  overall.‐ Forrester Research and Retailing Online 2009:  overall Forrester Research and Shop org "Retailing Online 2009: Marketing Report' (2009) • As a direct result of receiving email, 82% of respondents accessed their  As a direct result of receiving email 82% of respondents accessed their account via online customer service. ‐ Epsilon (Oct 2008) • 66% of those surveyed said they had made a purchase because of a  66% of those surveyed said they had made a purchase because of a marketing message received through email. ‐ ExactTarget, "2008 Channel  Preference Survey" (2008) 6
  7. 7. Why Automate? Why Automate? • Improve customer service • Leverage the unrivaled power of recency L th i l d f • Consistently deliver relevant messages • Reduce missed opportunities • Strengthen relationships • Set it and forget it (well, almost) • Significantly outperform standard messages Significantly outperform standard messages
  8. 8. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 8
  9. 9. Win‐back alert ck of activity touch point Target reached Membership guides Topic alert Profile viewed Profile viewed Membership anniversary Friend request Customer service messages On‐boarding messages Recommendations from friends Lapsed activity Service notifications C fi Confirmation message i Web page behavi W b b h i Welcome message Registration information Billing/Payment notices Download alert Download alert h Post purchase messages Shopping cart abando h b d Birthday greeting rofile update notifications Meeting confirmations Acknowledgement email Transactional messages Transactional messages Available now notices Profile viewed alert havior Anniversary Social networking updates Shipment notifications Bonus notice Change Notices Return notices  Return notices opping cart abandonment Announcements Information posting notices Information request response Cross‐sell messages Failure notices F il ti Profile update not Profile update not Status notifications Account information
  10. 10. What to Automate? What to Automate? • Opportunities are countless The more triggers you implement the more revenue  you will generate over time. • Reality Check The  majority of your subscribers are not likely to meet the criteria  of your triggers in any given month. Volume is low. Controls and frequency caps must be in place
  11. 11. What to Automate? What to Automate? • Start small, automate and measure You don’t need a complicated system to boost the bottom line – Low hanging fruit Low hanging fruit – Easy to implement – Simple arbitration – Simple measurement
  12. 12. What to Automate? What to Automate? • Know your audience – Demographics D hi – Attitudes – Behavior – Financial Fi i l – Segmentation • Brainstorm Triggers – Life Stage Triggers – Life Cycle Triggers – Transactional Triggers – Customer Initiated Triggers – External Triggers
  13. 13. What to Automate? What to Automate? • Develop a business case – Conversion rate projections C i t j ti – Financial projections – Align with organizational objectives and system capabilities – Addresses current customer life‐cycle, purchase cycle or business needs Add t t lif l h l b i d – Do not duplicate existing marketing programs – Define trigger qualification criteria and size audience • Prioritize Pi ii • Continually evaluate and add programs • Scale your programs – Triggers based on pattern detection – Optimize based on arbitration – Design of testing methodologies
  14. 14. Case Study: Smart Case Study:
  15. 15. Case Study: Smart Case Study:
  16. 16. Case Study: Smart Case Study:
  17. 17. Case Study: Case Study: 1/21/2010
  18. 18. Case Study: Case Study: 1/21/2010
  19. 19. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 19
  20. 20. How to Automate? How to Automate? Integration. Automation. Optimization.
  21. 21. How to Automate?  Integration  • Marketing Messages – St t Strategy & development of incentives &d l t fi ti • Channels – What channel will be used to deliver message • Arbitration – Maximum number of contacts per day – Maximum number of contacts per year – Minimum time between contacts – Lead Prioritization • Databases • Platforms – Web analytic platform – Email service provider p – Others?
  22. 22. How to Automate?  Automation  • Finalize triggers • Combine recommended triggers with budget, offers/messages  C bi d dt i ith b d t ff / and channel • Supports business case development • Data sourcing and transfer – Identify files required – Design frequency – Exchange protocol information to establish transfers – Request and deliver on going file feeds as well as historical extracts • Content – Finalize creative and messages – Manage personalization – Create dynamic content areas where needed
  23. 23. How to Automate?  Optimization  • Analysis of current programs – Supports business case S t b i – Design trigger performance reports and develop code to automate – ROI calculations • Tweak triggers based on results T kt i b d lt – Widen deployment of the most effective triggers – Seek additional triggers with similar attributes of your best – Discontinue use of less effective triggers • Develop greater insights with test methodologies – Test: Offer, audience, creative, cadence, personalization • Create new triggers based on more sophisticated analysis – Statistically meaningful changes in transactions – Store visit behavior changes – Site engagement levels
  24. 24. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 24
  25. 25. Case Study: Midas Case Study: Midas 1/21/2010
  26. 26. Case Study: Midas Case Study: Midas • Started small, low hanging fruit • Continually evaluating and growing programs • Analyzed audience • Developed a business case Developed a business case • Integrated with current marketing programs • Combined recommended triggers with budget,  Direct  Mail offers/messages and channel offers/messages and channel • Integrated data sources and platforms Mobile Email Customer Phone Web 1/21/2010
  27. 27. Midas triggers Midas triggers Purchase &  P h & Retention Repurchase  Repurchase timing  triggers Purchase pattern  disruption Factory service  Factory service maintenance Declined services Loyalty  L lt “Most likely”   communications models/triggers 1/21/2010
  28. 28. ATOM℠ ‐‐ Automated, Triggered‐Opportunity  Marketing Purchase &  Purchase & Retention Repurchase  Repurchase timing triggers Purchase pattern disruption h di i Factory service maintenance Declined services Loyalty communications L lt i ti “Most likely”  models/triggers ATOM manages trigger identification  and optimization process 1/21/2010
  29. 29. ATOM process ATOM process Objectives & strategies Marketing & retention  Tracking at trigger  drive trigger decisions opportunities are generated & program level Opportunity arbitration  Trigger opportunities  Alternative trigger types Alternative trigger types matches best  matches best delivered through  delivered through offer/channel to customer multiple channels 29
  30. 30. Case Study: Midas Case Study: Midas Purchase Trigger Conveys Midas brand Coupon print‐out Clear call to action Personalized  Personalized • Name • Store • Store manager  • Date Dynamic Content: • Coupon • Service 1/21/2010
  31. 31. Case Study: Midas Case Study: Midas FSM Trigger Conveys Midas brand Coupon print‐out Clear call to action Personalized  Personalized • Name • Car Make • Mileage • Store  • Date Dynamic Content: Dynamic Content: • Coupon • Recommended Services 1/21/2010
  32. 32. eCRM Deployment Process eCRM Deployment Process Midas eCRM Process BEFORE Automation: Midas eCRM Process AFTER Automation: – Individual list loads took several  – Data Extension Import and filters  hours now take minutes – C ti Creative was paste HTML and did  t HTML d did – Creative was updated to allow for  not allow for dynamic content dynamic content rules, making  – Limited manual communication  communications more relevant to  between CRM database and Exact  between CRM database and Exact the recipient the recipient Target for contact history – Consistent communication  – No Tracking data was getting  between CRM database and Exact  communicated to the CRM  Target for contact history database from Exact Target – Tracking data is now imported  – Opt‐outs were updated monthly into CRM database, allowing  closed‐loop reporting – Opt‐outs are managed daily dd l 1/21/2010 32
  33. 33. eCRM Metrics Comparison eCRM Metrics Comparison Before Automation  After Automation 4/09‐9/09 Delivery Rate: 90.8% Delivery Rate: 94.2% Open Rate: 17.0% Open Rate: 23.9% Click through Rate: 1.6% Click‐through Rate: 1 6% Click through Rate: 1.9%  Click‐through Rate: 1 9% (note emails do not have many reasons for clicking) (note emails do not have many reasons for clicking) Conversions: Unknown Conversion Rate: 19.6% Conversion Rate: Unknown Conversion Rate: Unknown Higher ticket items through  Higher ticket items through online channel 1/21/2010 33
  34. 34. Other Metrics Marketing Webinars Other Metrics Marketing Webinars • Next Webinar:  The Value of Eye Tracking Software February 18, 2010  12:00 PM ‐ 1:00 PM EST February 18 2010 12:00 PM ‐ 1:00 PM EST Presenter: Cathy Zapata, VP of Research and Customer Experience Learn more at • Other Previously Recorded BrightTalk Webcasts: Other Previously Recorded BrightTalk Webcasts: Automated Triggered Opportunity Marketing Presenter: Todd Thompson BrightTalk: Landing Page Optimization Presenter: Cathy Zapata BrightTalk: Customer Conversion Optimization Presenter: Mike Kihalek BrightTalk:  1/21/2010
  35. 35. Questions?  1/21/2010 35
  36. 36. Contact Information Contact Information Marci Hower, VP Interactive Services 440‐471‐6017 or  877‐332‐9222 X117 877 332 9222 X117 1/21/2010 36