Database + Mobile email + Image Based Marketing

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The document discusses using databases, mobile email, and image-based marketing. It summarizes a presentation about using customer data from surveys and segmentation to send targeted emails. This resulted in open rates increasing from 18-22% to 40-53% for specific customer groups. The document also discusses the growth of mobile email and importance of designing emails optimized for mobile. It predicts that in 2012, successful marketing will be data-driven, integrate all channels, optimize for mobile, and leverage image-based marketing.

Technology Business

Database + Mobile email + Image Based
Marketing

Presented by Chris Munz, Sales Engineer Fishbowl Inc.

@cmunzproject

#fb2012

It is going to be one of those days!

I feel like this
most days!

#fb2012

How much email are subscribers receiving each day?

#fb2012

Segmentation = Relevant Messaging
Case Study
The Challenge: Declining/Stagnant Open Rates hovering
around 22% - 18% from sending messages to all members.

Family Style Italian Restaurant

#fb2012

Solution: Learn Guest Preferences to gain additional insight for better
message targeting.

#fb2012

Survey = Customer Data

Survey was sent to the
entire list
24% Open Rate

#fb2012

Special Occasion Data Analysis
Survey Question: Are you ever the event organizer for your group?

Frequency of Organizing Events for Large Groups

4%

22%
Very frequently
24%

Somewhat frequently

Rarely

Never

50%

#fb2012

Family Data Analysis
Survey Questions:
How old are your children? Do you have children living at home?

Age of Children Living at Home Children Living at Home
12000

10000
Number of Responses

8000
Yes
6000 45%
No
4000
55%
2000

0
0-5 6-12 13-17 18+
Age

#fb2012

Segmentation = Relevant Messaging = Higher Open Rates

Family Mailing
53% Open Rate
Special Occasion
Mailing
40% Open Rate

#fb2012

90 Million Active Subscribers and the Email Providers
they use!

COMCAST.NET
AOL.COM 4%
11%
YAHOO.COM
28% GMAIL.COM
16%

OTHER HOTMAIL.COM
24% 14%

MSN.COM
3%

#fb2012

Email Client vs. Age
Under 18 18 -34 35-49 50-64 65 or older Rather not say

Other 3% 42% 34% 17% 3%1%

Hotmail 6% 58% 24% 10% 2%

AOL 4% 38% 32% 22% 3%1%

Yahoo 4% 53% 30% 12% 1%

Gmail 4% 68% 21% 6% 1%

#fb2012

"Recognizing it's not every day that you get a chance for
free pizza and Pepsi MAX on the simple flip of a coin, we
expect the rush of people signing up for Papa Rewards to
continue right up until the official coin is tossed. "John
Schnatter, Papa John's founder, chairman and CEO.

The reward for Papa John’s was that they
gained more insight into new and old
customers.

#fb2012

Action Based Messaging
Fishbowl Open Rates
% Open Rate

83%

57%
46% 47% 47%
36%
32%
22% 23%

Postcards All Messages Program Preference Birthday Family Join Loyalty Progam Welcome Preference
Anniversary Center Center Thank
You

#fb2012

Action Based Messaging
Regular Messaging Action Based Messaging

#fb2012

Why we need to keep an eye on Mobile
Email?

Global Smartphone unit sales are expected to grow 25%, as people
exchange their feature phones for more advanced devices.
#fb2012

~Why Mobile Email is Important~

#fb2012

Most Preferred types of mobile email
messages
Newsletters
Other

New Products

Special Offers

Real Time
delivery
tracking
Promos +
Vouchers #fb2012

Research shows almost 70% of subscribers delete badly designed mobile
emails and 18% unsubscribe.
#fb2012

27 Million Users as of
March 2012

#fb2012

jamieoliver Pinterest is great, I
don't bloody understand it but I
think it's great I think ..... But its a
cool way to search good stuff I
suppose mmmm

#fb2012

Top 4 predictions for 2012
Winning Marketing programs will become data
driven end to end.

 A tighter bond will be formed between all
marketing channels.

 We will need to optimize our messaging for mobile

Image based Marketing will become an intricate
part of your marketing program.

#fb2012

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1. Database + Mobile email + Image Based Marketing Presented by Chris Munz, Sales Engineer Fishbowl Inc. @cmunzproject #fb2012

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9. Solution: Learn Guest Preferences to gain additional insight for better message targeting. #fb2012

10. Survey = Customer Data Survey was sent to the entire list 24% Open Rate #fb2012

11. Special Occasion Data Analysis Survey Question: Are you ever the event organizer for your group? Frequency of Organizing Events for Large Groups 4% 22% Very frequently 24% Somewhat frequently Rarely Never 50% #fb2012

12. Family Data Analysis Survey Questions: How old are your children? Do you have children living at home? Age of Children Living at Home Children Living at Home 12000 10000 Number of Responses 8000 Yes 6000 45% No 4000 55% 2000 0 0-5 6-12 13-17 18+ Age #fb2012

13. Segmentation = Relevant Messaging = Higher Open Rates Family Mailing 53% Open Rate Special Occasion Mailing 40% Open Rate #fb2012

14. 90 Million Active Subscribers and the Email Providers they use! COMCAST.NET AOL.COM 4% 11% YAHOO.COM 28% GMAIL.COM 16% OTHER HOTMAIL.COM 24% 14% MSN.COM 3% #fb2012

15. Email Client vs. Age Under 18 18 -34 35-49 50-64 65 or older Rather not say Other 3% 42% 34% 17% 3%1% Hotmail 6% 58% 24% 10% 2% AOL 4% 38% 32% 22% 3%1% Yahoo 4% 53% 30% 12% 1% Gmail 4% 68% 21% 6% 1% #fb2012

16. #fb2012

17. "Recognizing it's not every day that you get a chance for free pizza and Pepsi MAX on the simple flip of a coin, we expect the rush of people signing up for Papa Rewards to continue right up until the official coin is tossed. "John Schnatter, Papa John's founder, chairman and CEO. The reward for Papa John’s was that they gained more insight into new and old customers. #fb2012

18. Action Based Messaging Fishbowl Open Rates % Open Rate 83% 57% 46% 47% 47% 36% 32% 22% 23% Postcards All Messages Program Preference Birthday Family Join Loyalty Progam Welcome Preference Anniversary Center Center Thank You #fb2012

19. Action Based Messaging Regular Messaging Action Based Messaging #fb2012

20. Less Stress! #fb2012

21. Why we need to keep an eye on Mobile Email? Global Smartphone unit sales are expected to grow 25%, as people exchange their feature phones for more advanced devices. #fb2012

22. ~Why Mobile Email is Important~ #fb2012

23. Most Preferred types of mobile email messages Newsletters Other New Products Special Offers Real Time delivery tracking Promos + Vouchers #fb2012

24. Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe. #fb2012

25. #fb2012

26. 27 Million Users as of March 2012 #fb2012

27. #fb2012

28. #fb2012

29. #fb2012

30. #fb2012

31. #fb2012

32. jamieoliver Pinterest is great, I don't bloody understand it but I think it's great I think ..... But its a cool way to search good stuff I suppose mmmm #fb2012

33. #fb2012

34. #fb2012

35. #fb2012

36. Top 4 predictions for 2012 Winning Marketing programs will become data driven end to end.  A tighter bond will be formed between all marketing channels.  We will need to optimize our messaging for mobile Image based Marketing will become an intricate part of your marketing program. #fb2012

37. #fb2012

Database + Mobile email + Image Based Marketing

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