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What to do with the data?
This document is a presentation about data-driven marketing given by Elizabeth Johnson, VP of Interactive Marketing Services at PFS Web. The presentation discusses how analyzing customer data can help improve email marketing programs. It provides a case study of an automated 24-part welcome email series sent to different customer segments. The series achieved open rates 187% higher, click-through rates 500% higher, and 258% more revenue in the first 3 months compared to a single welcome email. The keys to success were identified as knowing your customers, understanding data, having a communication strategy, and automating messaging. The presentation concludes by discussing how a "learning lab" approach can continuously improve the customer experience by harnessing data analysis.
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What to do with the data?
- 1. Case Study What todo with the data? Elizabeth Johnson VP of Interactive Marketing Services, PFS Web ejohnson@pfsweb.com
- 2. WHAT TO DOWITH THE DATA? SUCCESSFUL DATA-DRIVEN MARKETING Presented to: 2/27/14 ® 2014 PFSweb, Inc. │ www.pfsweb.com AgilOne Summit
- 3. Elizabeth Johnson VP InteractiveMarketing Services ejohnson@pfsweb.com
- 4. PFSweb is thepremier global ecommerce provider that creates the ultimate branded shopping experience across all channels with a single, unified offering. The Interactive Marketing Services Group is a full service digital agency committed to driving revenue through ecommerce sites. Worldwide HQ: NASDAQ: Client Programs: Global Professionals: Allen, TX PFSW 79 1,400
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- 6. What’s the secretto automated email program success?
- 7. Who is youraudience? 7
- 9. Email Marketing CaseStudy AUTOMATED ADVANCED WELCOME SERIES
- 10. Objectives • Engage NewSubscribers • Educate Consumers • Mitigate Subscriber Complacency at the Most Critical Time of the Lifecycle
- 11. Staged messaging ina 24 part welcome series sent to three different segments:
- 12. OPEN RATES % 187 Higher ThanOther Promotional Messages
- 13. CLICK THROUGH RATES % 500 HigherThan Other Promotional Messages
- 14. GENERATED MORE REVENUE % 258 First3 Months Than Single Welcome Email
- 15. Keys to Success 1.KNOW YOUR SUBSCRIBERS 2. AGGREGATE AND UNDERSTAND THE DATA 3. IDENTIFY COMMUNICATION STRATEGY 4. AUTOMATE
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- 17. Learning Lab The learninglab approach means that your online customer experience is continuously improving. Ability to harness customer data and analysis to develop hypothesis, define objectives, and make informed decisions.
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