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LCMC: Email and mobile roi
This document discusses using email and mobile marketing together. It begins with an introduction and overview of email and mobile marketing statistics. It then discusses why mobile is important, highlighting trends of increasing mobile usage and engagement. The document proposes several solutions for combining email and mobile marketing, including using SMS to sign up for emails, sending coupons and promotions via SMS, and sending alerts and notifications to mobile phones. It provides examples of companies using these hybrid email-mobile approaches successfully.
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LCMC: Email and mobile roi
- 2. Email and Mobile– A Match Made for ROI John Pisarek Manager, Channel Development Genesys |SoundBite Communications
- 3. Agenda • • • • • Introduction Overview of Emailand Mobile Marketing Poll Why mobile? Solutions – – – – SMS and Email Coupons Alerts Cross- Channel Surveys • Summary
- 4. About Genesys • • • • Leading providerof customer experience solutions Mobile Marketing, Customer Care, Collections, Contact Center Top 50 global software company with presence in 80 countries 2,000+ customers in 20+ industries (over 40% of the Fortune 500)
- 6. Text “QUESTION” to 99222 toEnter the Starbucks Gift card Giveaway
- 7. LIVE TRIVIA What percentageof emails are read on a mobile phone? 1. 23% 2. 47% 3. 66% 4. 84% Text A, B, C, or D to 99222
- 8. LIVE TRIVIA What percentageof emails are read on a mobile phone? 1. 23% 2. 47% 3. 66% 4. 84% Text A, B, C, or D to 99222
- 9. Overview of Emailand SMS Marketing • • • • Email There are more than 3.6 billion email accounts Email ad revenue reached $156 million in 2012 95% of online consumers use email 91% of consumers reported checking their email at least once a day Source: Interactive Advertising Bureau via SalesForce.com (2013) • • • • Mobile There are 7.1 billion cell phones Mobile Ad revenues to reach $12.8 billion in 2013 66% of Gmail opens occur on mobile devices Average Smartphone users check their phone 200 times a day
- 10. More Mobile Trends •Daily we spend 9 minutes on email via a mobile device, that is 7,6% of the total 119 minutes we use our phone per day. Source: O2 – “Mobile life report” UK (2013) • More email is read on Mobile than on a desktop email client Stats say 47% of email is now opened on a mobile device Source: Litmus Email Analytics” (Aug 2013) • The number of mobile e-mail users is predicted to grow 28% in 2014 and 23% in 2015 Source: The Radicati Group “Email Statistics Report, 2013-2017″
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- 12. Mobile: A TransformativeForce “There is a seismic change in consumer behavior, and the level of investment capability in these new platforms, especially mobile, is mission-critical to our companies. It can’t be an after-thought – that capability needs a front seat at the table.” Howard Schultz Chairman/President of Starbucks 12
- 13. Mobile: A TransformativeForce "Put your best people on mobile." Eric Schmidt CEO/Google 13
- 14. 70:20:10 Rule byCoca Cola • SMS is priority number 1 because only SMS reaches anyone. • At MMA Forum New York in October 2011 Coke gave it’s rule for mobile advertising spending: • Put 70% on mobile messaging • Put 20% on mobile web • Put only 10% on mobile apps • Source: Coca Cola presentations, May & October 2011
- 15. Smartphones Will DominateMobile 2014 2015 2016 N. America 62.0% 68.0% 73.0% U.S. 62.5% 68.8% 74.1% Canada 56.5% 59.5% 62.0% 15
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- 17. Speed of SMSTexting Mobile Marketing Report 2012 finds: • 97% of SMS messages sent are read Source: Digital Marketing Association • 97% of SMS text messages are read within 5 seconds Source: Ofcom • SMS texts have average response rate of 26% Source: Mobile Data Association
- 18. Compulsive? 150 TimesPer Day • T-Mobile USA CEO Philipp Humm said at CTIA in 2012 that mobile phone owners "pick up their phone 150 times per day". That once every 6 and half minutes of every hour of every day Source: Mashable 8 May 2012 • For smartphones its already up to 200 times per day as reported by the Guardian (every 5 minutes) Source: The Guardian 26 June 2012 • 44% globally say the mobile is the first thing they see in the morning when they wake up, and the last thing they see at night before they fall asleep • 50.8% say the email is the first thing they check online Source: Time 22 Aug 2012
- 19. Nomophobia fear ofno connection • Nomophobia first diagnosed in 2008 and is the fear of being without a mobile phone contact or connection • A survey of 1,000 employed adults by SecurEnvoy found 66% fear losing their mobile phone. • 49% of adults have become upset at partner for spying on phone • 41% of mobile phone users have set a PIN code and 10% encrypt their phones to secure them Source: The Telegraph 16 Feb 2012
- 20. Gap in Consumer& Business SMS • Textmarketing survey of 1,368 consumers finds dramatic gap between what consumers want, and what businesses offer via SMS text messaging: • 89% would like to receive delivery notices via SMS, but only 26% have received any (gap 63%) • 84% would like appointment reminders via SMS but only 29% have received any (gap 55%) • 68% would like SMS offers or discounts from brands they purchased from in past 3 months - yet only 12% had received any (gap 56%) • 61% would like to receive order confirmations via SMS yet only 16% have received any (gap 55%) %) Source: Textmarketing survey Oct 2012
- 21. SOLUTIONS OF SMSAND EMAIL
- 22. Solutions Text to EmailSign-Up -Allow your customers to sign up for your email alerts through SMS -No time wasted at POS -Instant communication and interaction
- 23. Solutions Sweepstakes & Promotions - Incentivizeyour customers to join your email club w/ rewards and coupons -Winners can be instantly contacted and texted with reward and/or coupon
- 24. PacSun Uses Incentivesto Boost Email Sign Ups Through SMS • • • Opportunity: Pacific Sunwear wanted a new way to increase their capture rate of email address Solution: Using SMS, users texted the keyword advertised in the dressing rooms to receive an instant reward. They were then asked for their email address to be entered into the Grand PacSun Sweepstakes Results: – 7 day campaign featured CTAs only in dressing rooms – Over 25K users texted in to receive their instant reward – Over 8K gave their email address to enter the Grand Sweepstakes
- 25. Chuck E. Cheese’sIncreases Email Sign Ups Through the Mobile Channel • • • Opportunity: Chuck E. Cheese’s sought a new way to engage its next generation of parent customers and promote brand loyalty. Solution: Automated mobile sign up to improve upon handwritten sign up forms for promotional Chuck-E-Club. Results: – Saves time an increases accuracy – Enables the chain to send consumers an instant coupon via email instead of weeks later – Email open rates from these subscribers are 10-20% higher and coupon clicks are 8-10% higher than other subscribers. Ryan Linders – Director of Marketing “Our top priority is to ensure simplicity of the in-store sign-up process for our moms and dads with young kids. The double-digit increases in open rate and clickthrough is icing on the cake”
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- 27. Mobile Coupons Mobile couponsget 10 times the redemption rate of traditional coupons. • Deliver the right offer at the right time • Generic codes offer widespread usage while personalized codes offer security and detailed measurement • Alphanumeric, 1D, 2D, or QR bar codes • Maximize transaction with targeted offers • Integrate with POS and CRM Source: MMA
- 28. Mobile Coupons: WhatYou Need to Know The most frequently redeemed coupon categories: 53 million U.S. mobile coupon users predicted for 2014 Grocery Retail Food/Drink Consumers Prefer SMS-Based Coupons 30% 28% SMS-Based 42% Barcode Scan Push Notifications 28 Sources: eMarketer, Dec 2012 and RadiumOne Report, Feb 2013
- 30. GetGo Stores IncreaseShopping Trips and Sales Through Mobile Offer Opportunity: Opportunity to drive foot traffic at a specific time into Giant Eagle GetGo convenience stores to increase purchase frequency. Solution: We created a mobile program promoted through signage in the Deli. Consumers were invited text “MEALS” to a shortcode for exclusive deli offers each week. The SMS message was sent at 3pm on weekdays for an offer valid only between 5-6pm that day. Results: – Opt-in rate of 200 new consumers per store per month – 10% redemption rate – in less than 3 hours! – Each consumer spent $30.00 while getting the free item – GetGo saw $15 in incremental sales for each $1 spent on the program
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- 32. Examples of ProactiveCommunications Broad range of scenarios across departments and industries Financial Services • On-boarding • Credit card fraud • Payment reminders and notifications Collections • Billing reminders • Expedite payments • Fraud management Health Care • Appointment remind • Prescription renew • Disease management Retail • Sales alerts • Product recalls • Order confirmations and delivery notifications Telecom • Minutes used • Payment reminders • Notifications Utilities • Service confirmation • Outage status • Crew callout IMPROVE CUSTOMER SATISFACTION REDUCE COSTS INCREASE REVENUE -- Source: Frost & Sullivan; “Proactive Customer Communications”
- 33. Proactive Alerts andNotifications Delivery Confirmation Sears: Your delivery is scheduled for 2pm on 10/11/13. Reply YES to confirm Examples: • Service interruptions • Going over plan, consider upgrading (minutes, texts, etc) • Upcoming warranty or “points” expiration • Upgrade your phone eligibility • Product recall • Network upgrades • Approval status • Certification/Training reminder 33
- 35. SMS Polls, Voting& Trivia • • • • Call-to-action in TV, print, radio, web, or outdoor ads Consumers text a keyword to your short code to participate Adds a fun, interactive element to marketing messages Tie in opt-in request or mobile coupon at the end Vote for Man of the Match! Text MOTM to 99222. 35
- 36. Product Recall Notifications “Thisis a pre-recorded call from Marvelous Markets with important information about a recall on pet food. Our Loyalty Card records show that you purchased one of the products in the past 3 months…” • Cost-effectively contact targeted customers in 24 hours or less during critical product recall alerts • On-demand platform offers scalability and capacity to reach millions of customers without delay • Multi-channel solution to contact customers in their preferred method: Voice, Email or SMS • Leverage SoundBite’s inbound IVR services or direct customers to your IVR or contact center • Proven solution used by dozens of grocers and retail chains nationwide 36
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- 38. Surveys Gain ValuableFeedback Use SMS or mobile web to conduct the survey. Identify detractors and instantly connect them with Customer Support to address problems. 38
- 39. The Link BetweenExperience & Loyalty JetBlue stated that a customer who is a PROMOTER is worth $33 above the average value of its customers, while a DETRACTOR is worth $104 below average. 39 Source: Customer Experience Matter Blog, CX Insights from Marriott and JetBlue, Nov. 2011
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