Customer Connections: Using Customer Data to Improve Email Relevance & Revenues
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This document discusses using customer data to improve email marketing relevance and revenues. The key points are: 1. Customer data from various sources like social media, brand interests, purchase history can be used to segment customers and personalize email content to improve customer experience and marketing effectiveness. 2. A data-driven approach allows marketers to communicate with customers based on their preferences and needs, driving loyalty and satisfaction. It also makes marketing more efficient by reducing costs and focusing efforts. 3. Proper segmentation and triggering emails based on customer lifecycle events can increase average purchase amounts and encourage referrals through highly personalized and relevant communications.
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Customer Connections: Using Customer Data to Improve Email Relevance & Revenues
- 1. Customer Connections: Using Customer Data to Improve Email Relevance & Revenues
- 2. Category/ Social Brand Product Incentives Media Interest Information Better Customer Experience More Efficient & Effective Marketing • Channel preference/convenience • Creates relationships • Drives loyalty & satisfaction • Ability to easily find Product/brand information • Saves on agency costs • Relevant & timely promotional incentives • Lets the marketer focus on creative, • Highly personalized communications delivered messaging, offers more frequently • Increases average purchase price • Store/product/brand recommendations
- 4. Three Things To Take Away 1. Customers don’t want more email. They want more relevant email. How can we define “relevancy” for our audience? 2. Communicate on the customer’s timeline and urgency. Learn from ISC’s experience. 3. Where do we go from here? A checklist.
- 7. Email ROI Puts Stars In Our Eyes
- 8. New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting. In fact, that process is automated. Even permission-based messages are marked as “spam.”
- 9. Typical Email Marketing Stream Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? 9
- 14. Wherefore Art Thou Data? Customer Email Call Center Sales Team Database Online
- 15. Email Conversations • Purchase • Upgrade • Download • 90 day anniversary • Chose competitor • Renewal • Event attendance • Event no show • Service call • Start/End Free Trial • Long website visit • Non‐activity
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- 20. Data Driven Lifecycle Triggers • Customized balances without the account statement feel • Imagery specific to the room the customer has available • Variable offer components according to the guest’s transactional history • Events based upon our inventory needs
- 26. What Is Relevant to My Subscribers? Check the data! Most active source(s) Activity by time of day / day of week / geo Spam complaint / Unsubscribe spikes Mold the program to “in market” moments New subscribers Recent purchases / downloads / attendees Recently inactive Focus on Raving Fans Reward Activity Thank Everyone Be Gentle Utilize Alternate Channels Social, Sales, In Person, Call Center
- 27. 27
- 28. ISC Email Marketing Imperative It’s all about fans in seats…. Limited opportunities to “Get it Right” Looking for deeper connection with fans
- 29. CRM Roadmap High Lifecycle Marketing Targets customers based on ISC loyalty and expected behaviors 2011-12 Life‐stage Marketing Targets a segments based on life experiences ISC Event triggered Marketing 2009-10 Communicates in response to customer action Mass Marketing ISC 2007 Targets broad customer groups with reach and Low frequency Low High
- 30. Pre‐Event Emails: Segmenting GOAL: Deliver Relevant Information while Increasing ROI Season / First Time Saturday‐only Sunday‐only Prospects Weekend Ticketholders Ticketholders Ticketholders Ticketholders First Promote Promote Time Sunday Saturday Upgrade Tips Action Action
- 31. Pre‐Event Emails Sunday – Only Customer Season / Weekend Customer Open: 36% Open: 32% CTO: 31% CTO: 33%
- 32. Pre‐Event Emails Prospects Add’l: ADA Open: 51% Open: 48% CTO: 47% CTO: 57%
- 33. First Time Customers Pre‐Event Email Open: 50% Open: 46% CTO: 49% CTO: 76%
- 34. First Time Customer Engagement Email Call Center Social Media Website Race Day Mail
- 35. First Time Customers: Social Media
- 36. First Time Customers: Race Day
- 38. Testing Opportunities Subject Lines Timing Layout/Formatting Call To action Button placement Offer/Content Segments Goal: Increase subscriber Landing pages! engagement and increase ROI
- 39. “With great power comes great responsibility.” - Uncle Ben
- 40. Email Dialog Checklist Just get started! Establish a baseline for results Identify 2‐3 key data attributes that speak to customer experience Start with a small test Forecast the success across all efforts Make a business case for improving relevancy Recruit internal champions (& external support) Set your own milestones & measurements Embark on Proof of Concept stage Celebrate results Expand to other business units/message types Reset expectations and baselines Land & expand Keep testing for higher ROI Stephanie.Miller@Aprimo.com or @StephanieSAM
- 41. Marketers Must Be Change Agents! http://www.aprimo.com/revolution/