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Customer Led Email Engagment
- 1. Customer Led Engagement Keeping 70 Million Members Active LIBBY SNEAD MANAGER, EMAIL PROGRAMS
- 2. 2© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Who is PeopleConnect?
- 3. 3© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED
- 4. 4© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED • 21 years of email collection, user generated content, and member interactions • Base of 70 Million + Members • Responsible for More Than 90% of daily site traffic • Three Dedicated Teams: Marketing Managers, Back End Developers, & Front End Developers CLASSMATES EMAIL PROGRAM
- 5. 5© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED OUR DAILY CHALLENGE Sending the right message at the right time to each member But… NOT going too far.
- 6. 6© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Our Program 4 Years Ago… Intricate & Complicated Flywheel
- 7. 7© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED What do we want to send? Who does it apply to? Eligible for email today? Daily Send Missed Opportunities Daily Generation
- 8. 8© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED What: New Member Notice Jen joins the SHS Class of ‘00 Who to Tell: SHS Class of ‘00 Eligible: No Emails Yet Today Daily Send Missed Opportunities Daily Generation New Member Campaign Example
- 9. 9© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Flywheel: Far. Too. Complicated. Too Many Missed Opportunities.
- 10. 10© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED What If… You could take all those individual actions and queue them?
- 11. 11© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED What If… You could elegantly segment your base into distinct and manageable categories?
- 12. 12© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Introducing: Our proprietary customer-centric email engine.
- 13. 13© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Who should we email? What can we say? Daily Send Queued InventoryPegasus Daily Generation
- 14. 14© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Let’s Break It Down.
- 15. 15© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Every morning all members are placed into 1 of 8 segments.
- 16. 16© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Elements for consideration: • 1 Key Metric • Avoid complex audience definitions. • Segments are mutually exclusive. WHO | Segmentation Segment Definition Since Last Login 0 New Member 1 Less than 2 Weeks 2 Less than 3 Months 3 Less than 1 Year 4 Less than 2 Years 5 Less than 5 Years 6 Over 5 Years 7 External Complainers
- 17. 17© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Elements to Consider: • How engaged does each segment tend to be? • Easily move into top segment • Quickly move out of top segments • Members control their own “email destiny” WHO | Frequency Segment Definition Since Last Login Max Frequency 0 New Member Daily 1 Less than 2 Weeks Daily 2 Less than 3 Months Every 3 Days 3 Less than 1 Year Weekly 4 Less than 2 Years Monthly 5 Less than 5 Years Quarterly 6 Over 5 Years Every 6 Months 7 External Complainers 0
- 18. 18© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Classmates ensures at least one touchpoint with our “email-able” base every 6 months.
- 19. 19© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED What to say?!?
- 20. 20© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Events What happens: • on your site, • in your App, • during your conversion process, that you want to communicate about? Key Elements | Inventory Fan Out Who could you tell?
- 21. 21© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Creating unique queues of email- ready content for each user. Event + Fan Out = Marketable Item Queue Shortened to MIQ
- 22. 22© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Marketable Item Based Content Reminder Notification
- 23. 23© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Marketable Item Based Content Notification SUMMARY
- 24. 24© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Other Content Types! Newsletter Prompt Promotion
- 25. 25© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED But Libby, not everyone has 70 Million members… creating UGC… feeding the flywheel.
- 26. 26© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED True! But the construct is simple. • Triggers What happens on site that can be mapped to an email? • Audience Who do you want to talk to and how often SHOULD you? • Content What do you want to say in the email? • Conditions Why might you want to hold back or dial up this email?
- 27. 27© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Steps to Start Your Pegasus Adventure: 1. Document YOUR customer journeys 2. Identify touchpoints 3. Who could you tell? 4. How frequently should you talk to them? 5. What do you say?
- 28. 28© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Learn From Us: • Don’t Do Everything • Start Simple • You Will Screw It Up • Iterate Quickly
- 29. 29© 2017 PEOPLECONNECT, INC. ALL RIGHTS RESERVED Libby Snead Manager, Email Programs PeopleConnect libby.snead@peopleconnect.us
Editor's Notes
- Good Morning!
- People Connect is the parent company to Intelius (leader in People Search) and Classmates.
- Today, we’re going to focus on Classmates. Yes, we’re still out there, despite the coming and going of many other social networks. We have over 350,000 yearbooks and 70M members. When we first started Mark Z was only 11 years old -- we continue to be relevant by providing rich and engaging content – targeted at members at a very specific demographic. I’d like to ask for a little audience participation. If you have had/been to a 10 year reunion, raise your hand? Keep your hand up for 20 year? 30year? 40 year? 50? I bring this up to point out – our demographic is people at their 30, 40, 50, 60+ years since graduation. And we’ve had to deeply integrate this into all of our strategies, from the things we talk about to the way we communicate. These demographics change the shape of our email program. Need a fun party trick? See what your friends from now looked like when they were in high school. Or better yet, find your parents, aunts, uncles or even grandparents!
- So a little bit about us & our program. As stated earlier, we have 21+ years of digitized yearbooks, enabling our members to reminisce and reconnect with the people who knew them way back when. We’re also one of the only sources that requires you to register with the name you were in high school – allowing for easier reconnection.
- However, we had a big challenge dealing with that much data. We don’t want to over inundate our members but we also want to ensure we consistently all our members.
- To set the stage, this is what our program used to look like. Each colored square was one onsite action which had a complicated relationship with their associated emails. Each one of these colored squares represents an onsite / piece of UGC that drives an associated email, or set of emails. The more UGC, the more emails. The more emails, the more UGC, when the flywheel gets going, it can be an incredible thing to witness.
- In order to try and get as much content out the door each day we’d run through our campaign in priority order. Starting with the WHAT. Then addressing the who. We’d apply maxes to the who. This self regulation was the key to maintain even daily sends 365 days a year and proactively address potential deliverability risks.
- Here is an example of one of our campaigns: Today, Jen joins the Seattle High School Class of 2000 Tomorrow, we’d like to tell THE Class of ‘00 that Jen joined yesterday! However, if someone in the Class of 00 already received an email today, they would be thrown out. Tomorrow, when this campaign would run, Jen joining now happened 2 days ago, and the people who missed yesterday, wouldn’t qualify today. Many of our campaigns look for activity in particular time periods.
- Overlapping content Overlapping send strategies Every day content & people were left on the floor with no easy way to pick back up again.
- So we began to ask ourselves….
- Overview of Pegasus – STARTS WITH THE WHO, NOT THE WHAT. The name: technology asked me what I wanted if I could have anything, I said a unicorn. That name was already taken – so then I asked for a Pegasus. And from there it took off.
- Now, we start WITH THE WHO. Then we find the best and most relevant piece of content FOR THAT person TODAY. Everything else remains in their queue.
- Tracked segment performance for 2+ Years prior to launch. Don’t manage for the long tail | avoid complex segmentation.
- Then, we layer on the frequency for each segment (which is different than the campaign frequency/ We populate our segments every morning, prior to running our campaigns. So the who, and what segment people live in, changes every single day. Now, this may seem crazy that we will continue to email people that haven’t visited in over 2 years. But. If you think about what we do and who we are there, is something that happens EVERY 5 years. To everyone who went to high school. Any guesses? Yes! High School Reunions. Furthermore, we’ve found that for our demographic (40 yr reunion and up) we find that in the year leading up to their reunion year, the nostalgia and trips down memory lane start happening more frequently
- Enabling 2 things: Catches our hard bounces and keeps lists cleaner Also makes sure that we contact everyone at least 2x in the year before their reunion year and 2x during their reunion year.
- For MIQ based emails we look at two key factors – onsite events & fan out.
- Content lines up to wait their turn at the watering hole.
- Notifications: Based on 1 Item Summaries: Collections of related items Reminders: Follow up communications / reinforcing previous communications / strengthening messages THIS is when we get into the Customer led design. For our demographic. 16+ font Catchy subject links Calls to action: imagine how your 13 year old nephew talks to your 80 year old gramma.
- Notifications: Based on 1 Item Summaries: Collections of related items Reminders: Follow up communications / reinforcing previous communications / strengthening messages
- WHO AND WHAT _ FANOUT
- The questions you might ask yourself. Change emailable to touch points. Graphically give examples of some of these – to help drive the point home.
- Picked a deadline and worked back from there. And what can we accomplish. Don’t do it all: With Classmates, we Beta’d with only 60% of our old program and built from there Start simple: we took the most basic version of all our content for the Beta launch You will screw it up: We launched with EXCELLENT CTRS – so we knew we got our segments right. However, total daily traffic was way to low. To address that, we moved quickly – and once we had enough data, used our new levers to get on the road to recovery.
- Questions to seed with: What about transactional emails? How is it actually going?