The document discusses the evolution of email marketing, emphasizing the importance of cross-channel analytics for enhancing customer relationships and marketing effectiveness. Key factors include segmentation, cadence, and content optimization, alongside the need for a solid data foundation to derive actionable insights. It highlights consumer expectations for better interactions and the necessity for marketers to adapt their strategies to meet these demands, using analytics to support business goals.

1. The State of Email Marketing
Going Beyond Cross-Channel
March 29, 2012
Presented by:
Julie Anne Reda

2. What You Will Learn
• The state of email marketing
• Defining cross-channel analytics for your business
• Ensuring the right data foundation
• Using the right analytics for the right stage
• Three critical factors to take you program beyond cross-channel
– Segmentation
– Cadence
– Content Optimization
• Beyond opens and clicks
– Creating a lasting relationship over the customer lifecycle.
• Q&A

3. THE STATE OF CROSS-CHANNEL

4. Spending in Cross-Channel Continues to Grow
Source: Forrester Research Inc; US Interactive Marketing Forecast, 2011 To 2016; August 2011

5. But So is Spending in Analytics…
81% of CMOs plan to increase the use of customer analytics
over the next 3 to 5 years
IBM Survey of 1,700 CMOs

6. Most Email Marketers Find it Difficult to Get to
Data
Source: Marketing Sherpa 2012 Email Benchmark Report

7. Let Alone Take It to the Next Level.
Source: BRITE and NYAMA,
Marketing ROI in the Era of Big
Data, Mar 2012

8. 68% of marketers do not have a method for quantifying the
ROI from email marketing programs
MarketingSherpa, 2012 Email Marketing Benchmark Report,

9. Consumers are Demanding Better Interactions from Marketers
46% of consumers said they would value a brand or retailer more if it
remembered their buying and browsing behavior across all channels
E-tailing Group and Mybuys, Closing the Cross-Channel Gap, June 2011

10. Beyond Cross-Channel Means Better Data ->
Better Action -> Better Interactions

11. DEFINING CROSS-CHANNEL ANALYTICS
GOALS FOR YOUR BUSINESS

12. Decide What is Your Core C-Level Goal – and
Work Down.
Example: Increase Margin
Business
KPI
· Increase effectiveness of marketing programs
Marketing · Increase Lifetime Customer Value
KPI
· Increase re-activation of subscriber
Cross-Channel
database
KPI · Increase re-purchase conversion
· What content/offers are best at
re-activation?
Define Insights and Questions that · Does timing impact re-activation?
would Delver Results · Can I predict re-purchase behavior if
I have the right data?

13. Then Establish a Framework for Cross-Channel
Data-Driven Success
Strategy Metrics People Technology
· What insights do we · What KPIs will lead to · What divisions, · Do I have the right
need to accomplish insights? agencies and partners data to get meaningful
goals? · What are the levers? are critical connection insights across
· What are the existing points? channels?
interactions now? · Do I have the right · What don’t I know
· Do they work? people to get insights about my subscribers
from data? that I need to
· Are the right people accomplish my
connected to the business goals?
technologies so they · What’s needed to get
can take action? insights to make
interactions more
meaningful?
· Is the technology
measuring different
levels of success
across channels and
mapping up to larger
organizational goals?

14. Ensure the Right Foundation for Data that
Leads to Insight
Multi-Channel
Data Streams
Customer data > goals
Multi-Channel
Testing & Analysis
Customer
Intelligence
Competitive
Intelligence
INSIGHT

15. And Avoid
Common
Pitfalls
• Establish a single
customer identifier
across channels
• Ensure integration best
practices
• You’ll need more than
data to get the insights
• Not all customers have
the same needs

16. Use the Right Analytics at the Right Stage
Moving to a Customer-based Marketing Model
Data and Messaging Cadence Loyalty Advocacy
Intelligence
•Segmentation •Opt-in •Offer Mgmt •Cross- •Life-time
Management Sell/Upsell Value Models
•Scoring •Multivariate
•Propensity testing •Churn Models •Win-back
•Predictive
strategies
Profiling •Messaging •Contact •Systemic
Model Optimization scheduled •Influencer
• Response
messaging Scoring
Probability •Segmentation •Next-best
and optimization action model •Results •Engagement
measurement Scoring
•In Market
Timing (Time of •Sentiment
Day/Day of Scoring
Week,
Seasonality)
•Channel
Coordination

17. Segmentation – Taking it to
the Next Level
• Create audience personas
• Use these personas and segmentation to
inform:
– Creative
– Message strategy
– Offer strategy
– Channel
• Perform campaign performance analysis
for each segment

18. Cadence – The Right Message, the Right
Channel, the Right Time
• Analyze what your
customers want
• Look at cadence of
time, location, and
channel
• Make programmatic
adjustments
Source: ShopSavvy

19. Content Optimization – Why You Need to Go
Beyond A/B
1. Test Design
2.
6. Program
Segmentation
Execution
Selection
3. Test
5. Insight
Execution
4.
Measurement
& Analysis

20. Beyond Opens and Clicks
Map Your Work to Larger Marketing Objectives
· Example: increase margin
Business
KPI
· Increase effectiveness of marketing programs
Marketing · Increase lifetime customer value
KPI · Decrease attrition
· Increase re-activation of subscriber
Cross-Channel
database
KPI · Increase re-purchase conversion
· Mapped subscriber activity to
conversion metrics by segment
Define Insights and Questions that · Look beyond open and clicks to
purchases, downloads, coupon
would Delver Results redemptions, form completions and
social share / influence

21. Key Take-aways:
• Email is the tether that ties customers experiences across channels
• Cross-channel analytics needs to be driven by business goals
• The next stage of segmentation is rich audience profiling combined with rich
multivariate testing.

22. Things to Do Today • Create one primary key
to identify users
• Develop disciplined data
practices.
• Use analytics to align
your program with
business goals.
• Employ cadence to
interact
• Test – Test – Test
• Move beyond opens and
clicks

23. Thank you!