This is a presentation that I gave at the annual Message Systems conference in San Diego on where the industry is going and consumer feedback on email, mobile and social.

1. THE CONSUMER BEHAVIOR SURVEY AND WHAT
IT MEANS FOR EMAIL PROGRAM DEVELOPMENT
Talking about what you’re going to see marketers want and why
Ryan Phelan, Vice President, Global Strategy
Acxiom | Digital Impact

2. •
Prior Industry Experience
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Thought Leadership
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Ryan Phelan
Vice President, Strategic Services
Vice President, Strategy at BlueHornet
Director, Email Marketing & Acquisition at Sears
Holdings
Responsible for East Coast Operations at
Responsys
DM News : Email Gets Personal (Cover Story)
Keynote address – March 2012, EEC12
Ranked as one of the top 40 Digital Marketing
Strategists in the country by OMI
Co-Chair of the EEC
Member of:

3. Goal For Today: Talk about
what marketers need to know
and what you’re going to be
asked to help solve for
Consumer Behavior | Attrition | List Verification | Acquisition
Profiling |Triggers | Big Data
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4. Deliverability Dude/Dudette
Strategy Dude/Dudette
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5. 1,000
Consumers
from across the
United States
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6. 91% of
consumers check
email on their
mobile phones
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7. 49%
Nearly
of respondents have an email
account for emails they rarely intend to open
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8. 36%
of
respondents
check email,
social media and
texts before
doing anything
else after they
wake up
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9. 21%
check their
email
before
breakfast
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10. When an email
is saved to be
read later,
60%
never read it
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11. Consumers are not just looking for deals and
discounts
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12. 72% of
consumers read email
when they are
bored…
29%
…
read
email while in the
bathroom
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13. The simple fact is that we
are not as important as we
tend to believe
Attrition | List Verification | Acquisition Profiling |Triggers | Big Data
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14. “WHOA! look at that
compelling subject
line….totally made
me open it”

15. This is more like it…
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16. buck·shot mar·ket·ing
n.
Marketing without a plan, clue, intelligent design or path toward success
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17. Email marketing is not
just about the “deal of the week”
Tier 3:
Advanced
Persona development, cluster analysis, next logical product, behavioral
attitudinal segmentation, dynamic messaging, shopping cart abandonment,
preference center phase 2, social messaging
Testing & reporting
Video in email, creative testing, promotional optimization, triggers, win-back,
preference center, social media
Tier 2:
Medium
Complex
Testing & Reporting
Tier 1:
Welcome, transactional messaging, opt-down, acquisition, promotional,
attrition
Foundation
programs
Testing & Reporting
Optimize programs based on easy changes (Low Hanging Fruit)
Existing
programs
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18. Change is required…not only
the emails we send, but the
programs we enact
Triggers | Attrition | List Verification | Acquisition Profiling | Big Data
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19. Messaging
• Allows you to utilize customer
behavior to deliver the right
message at the right time.
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Next Logical Product (NLP) $$$
Browser Marketing
Event Based
Transactional $$$
30-40%
That’s what some
retailers are reporting
as a percentage of
overall email revenue
from Trigger programs
– Cost per revenue per
email sent metrics are
substantially higher
compared to full file
single content
campaigns
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20. Opt-Down
• Opt-Down options allow
consumers to have control
over the message
– Can reduces attrition by
up to 40%
– Survey Data is invaluable
• Make sure the “Other”
choice is an open text
field
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21. List Verification Services
•
•
Aged records need to be cleaned prior
to sending
Vendor technology identifies whether or
not an email address is valid and
deliverable
– This is recommended for the rest of file
prior to communication
•
This will help:
– Reduce bounces ~10x
– Improve the performance of your email
campaigns
– Increase your Sender Reputation
– Improve your Inbox Placement Rate
•
“So, I’ve got this list
of emails that was
on a CD-ROM
labeled 2002 in the
file cabinet…can we
send them an
email?”
- Actual Former
Client
Also can assist in real-time verification of
email validity at time of
registration/submission
– Helps eliminate fraud and hard bounces
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22. If you could ask one question…
• Major hotel chains fail to
ask key questions to
determine persona
– How many trips do you
take a year
– Do you travel most for
personal or business
– What is your highest
level of status
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23. Use of data can be helpful if it’s not creepy
Using Facebook
Social Graph data
they can check to
see if I am
registered!
This is helpful!
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24. Example: Creepy Data
Should I know this?
What right do I have to
know this?
This is creepy!
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25. Acxiom’s 2013 Research report shows that another element, attitude, may add
critical insight into predicting shopping behavior
Fashionistas
• Young and hip, online/mobile engaged, 78% of the time will purchase add-ons, brand focus, will leave reviews
Style-Sophisticates
• Highest income, Buy more at point-of-purchase 40% of the time, Spend 75% of their purchase time in-store,
nice clothes = the good life
Centsibles
• Apparel is a need, not want, Shop for apparel, on average, about 5x over a 6 month period, Key drivers for
their inspiration to shop for apparel are magazines and retailer websites, Bargain hunters
Different-Drummers
• Actually like to shop, but not online, not persuaded by peers, advertisements, reviews, Shop significantly more
in-store (78%)
Disinterested
• Shopping is a chore, typically shop at discount stores
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26. 26

27. Your main competitors may not be your only
competitors
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28. 28

29. POS upsell
propensity can
help inform
associates or
messaging
through the cart
process
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30. What’s the lesson?
• Our customers through response, behavior and analysis
want smart marketing – stop being lazy
• Mobile integration enables your subscribers to better
convert
• Everything around us is changing…why are we staying
the same – resistance is futile
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31. Questions?

32. Thank you!
Ryan Phelan
• Vice President, Strategic Services
• ryan.phelan@acxiom.com
• 402-630-5836
Keep the learning going. Follow me on twitter
@ryanpphelan
@acxiom