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Email Marketing Workshop Part 2: The Holy Grail - Database Management


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Email Marketing Workshop Part 2: The Holy Grail - Database Management

  1. 1. 10/2/2011 Parts II & III: The Holy Grail Database management strategies for higher email marketing ROI Advanced segmentation & targetingStephanie Miller, VP, Email & Digital Services, @stephanieSAMNicholas Einstein, VP, Strategic & Deliverability Services, Datran Media 1
  2. 2. 10/2/2011 Message Right Person Time Every time.4 2
  3. 3. 10/2/2011 Takeaways• How effective data management can improve email marketing response and revenue• Simple strategies you can test to improve relevancy and response• Five factors that help ensure cross channel marketing success Data management for Digital Marketers =– Email address +– Sourcing– Storing / Accessing / Utilizing– Maintaining Hygiene– Understanding / Reporting– Integrating– Analyzing / Optimizing 3
  4. 4. 10/2/2011 Why Data Management Matters Category/ Social Product Brand Incentives Media Interest Information Better Customer Experience More Efficient & Effective Marketing • Channel preference/convenience • Creates relationships • Drives loyalty & satisfaction • Ability to easily find Product/brand information • Saves on agency costs • Relevant & timely promotional incentives • Lets the marketer focus on creative, • Highly personalized communications delivered messaging, offers more frequently • Increases average purchase price • Store/product/brand recommendations8 4
  5. 5. 10/2/2011 Modern MarketersKey Business Questions Brand Manager Creative• What are the Most Profitable Onlinebehaviors? How Do I Clone Them?• Which message types drive moreprofitable conversion?• How can I rapidly capitalize onMultivariate Testing results?• How do I leverage MarketingAttribution to Optimize MarketingSpend•How do I reach consumers in thechannel best suited to engage? Quant CMO Opportunities CHANNELS Proliferation of • Reach customers through a multi-channel approach New Engagement • Segment to provide more relevant online content Channels • Engage in a conversation based on response COLLABORATION Improve • Reduce inefficiencies working with agencies Agency and Internal • Improve processes and interactions with internal teams Collaboration • Manage the campaign execution processes PERFORMANCE • Gain visibility to marketing campaigns being executed Improving Marketing • Adjust marketing spend based on performance Performance & Accountability • Streamline marketing spend • Measure & optimize ROI10 5
  6. 6. 10/2/2011The Evolving World of Email & Digital Marketing Email ROI Puts Stars In Our Eyes 6
  7. 7. 10/2/2011 Email Is Still the Highest ROI• 72% - “Email ROI is excellent or good” (eConsultancy 2011)• $42.08 earned per $1 spent (DMA-US 2010)• Promotional emails influence retail website visits (ForeSee 2011) 7
  8. 8. 10/2/2011All Digital Marketing is Social 16 8
  9. 9. 10/2/2011 Marketers Must Be Change Agents! Inbox is Fragmenting. 18 9
  10. 10. 10/2/2011Engagement is the new black. 19 20 10
  11. 11. 10/2/2011 Integrating Digital Marketing Dialogue Segment Broadcast The Email Marketing Evolution from“Batch & Blast” to “Engage & Customize” ispowered by automation and data integration. 11
  12. 12. 10/2/2011RelevancyEngagement 12
  13. 13. 10/2/2011 ChoiceSubscriber Covenant 26 13
  14. 14. 10/2/2011 The Truth. Typical Email Marketing Stream Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?28 14
  15. 15. 10/2/2011 Lifecyle Email Marketing Welcome!  We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?29 Cross Channel Marketing Welcome Email.   We like you. It’s Free Taco Tuesday. Pls RT Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? Visit Facebook: What do others like?! Sale 4 U 2Day! Cool content you might like. Mobile coupon!  Hurry in! Something special for you! Any of your friends like this?30 15
  16. 16. 10/2/2011Connections Require SegmentationExecutive Buy In 16
  17. 17. 10/2/2011What Executives Understand. 17
  18. 18. 10/2/2011 Earn What You Need• Demonstrate not just revenue, but also costs, lost opportunity• Never go alone• Recruit a champion brand• Get your vendors on board early• Prove the value (POC)• Communicate early and often Getting The Data 18
  19. 19. 10/2/2011Connections Require Segmentation 19
  20. 20. 10/2/2011PromoteEmail onFacebook Page 20
  21. 21. 10/2/2011 Wherefore Art Thou, Data? Customer Email Call Center Responses Sales Team Database Online Nirvana Social Subscriber Activity on Email Transactions Media Forms WebsiteEverything you ever wanted to know about your customer...And can use to increase their engagement. 21
  22. 22. 10/2/2011 RealitySocial Subscriber Activity on Email TransactionsMedia Forms Website Prioritize. 22
  23. 23. 10/2/2011Set Your Best Starting Point  Have data to back up your assumptions  Stick with customers  Zig if competitors zag  Sometimes Medium is better than BIG  Find (or create) a Shared Goal  Ensure you can measure the key success factorsA Few Words About Permission 23
  24. 24. 10/2/2011 Five Rules of Permission• Get it.• Confirm it.• Don’t share it.• Keep it current.• Requires across channels.Remember: It’s not about you. Data Hygiene 24
  25. 25. 10/2/2011 Hygiene = Health!If your data is dirty….. …you get a reputation. 25
  26. 26. 10/2/2011 What is good hygiene?• Excellent data collection• Proper bounce management• Source management & tracking• Scrubbing/Purging• Behavioral targeting• Solid acquisition program• Discipline! (esp. during the holidays) Protecting Privacy 26
  27. 27. 10/2/2011 Guiding Principles Notice Choice Privacy Checklist Up to date privacy policy Clarity of permission grant  Do not share permission  Keep permission current  Ensure easy opt out Consider minors and other protected groups Educate internally Follow the spirit, not just the letter, of the law 27
  28. 28. 10/2/2011 Please, follow the law(s).• CAN SPAM, COPPA – Utah, Maine, Colorado, California• Canadian Privacy Law(s)• EMEA Permission• Japan “Proper Transmission” Law• EU Cookie Directive• Chinese Access Rights• SMS/Mobile Carrier Restrictions Ignorance is Not a Defense. 28
  29. 29. 10/2/2011 Authentication LUNCH! We start again at 2 p.m. 29
  30. 30. 10/2/2011 Takeaways (2)• Email is not dead – but let’s not kill it.• Maintaining list hygiene is critical.• Email marketing generates reams of data, focus on those that tie directly to core business objectives.• 6 Steps to Relevancy Using the Data: Starting Small 30
  31. 31. 10/2/2011 31
  32. 32. 10/2/2011Treat different customers differentlyThis is difficult if you also insist ontreating every customer the same. Ortreating every customer the best, whichis a better way to describe a similar idea.No, the only way you can treat differentcustomers differently is if you understandthat their values (and their value to you)vary.Its easier than ever to discern and testthese values, and you do everyone aservice when you differentiate. 32
  33. 33. 10/2/2011 The Basics• Email Address/Domain• Opt-in Date/Time• Website Behavior• Response History & RFM• Zip Code/Geography• Sex• Contact Preferences - channel, timing, format, etc.• Birthday• Unsubscribe/SPAM ComplaintsGround-up Messaging Strategy One-off Programs • Above and beyond standard messaging • For example, targeting past holiday purchasers Triggered Programs • Ultra targeted based on actions • Highly customized Base Programs • Promotions • Newsletters • Standard streams 33
  34. 34. 10/2/2011Show Me the Money…. 34
  35. 35. 10/2/2011 35
  36. 36. 10/2/201171 36
  37. 37. 10/2/2011 missHinterland = Append record>> YES SHOESAutomation Has Power 37
  38. 38. 10/2/2011 38
  39. 39. 10/2/2011Digital Conversation Management 39
  40. 40. 10/2/2011 Prospect Nurturing Email Conversations• Purchase• Upgrade• Download• 90 day anniversary• Chose competitor• Renewal• Event attendance• Event no show• Service call• Start/End Free Trial• Long website visit• Non-activity 40
  41. 41. 10/2/2011 Using the Data: Add Sophistication Winning Philosophy• Invest in AUTOMATION (but realize its’ limitations)• Develop a tiered-messaging strategy• When it comes to segmentation: KISS (Keep It Simple) – 6 is too many segments… and 5 is pushing your luck – Different Segments get different BASELINE communications – Everything else is personalization• Why? 1. Each segment requires TIME & RESOURCES to target properly 2. Content creation/curation is not automatable 3. Segmentation efforts deteriorates into an impractical, academic exercise 41
  42. 42. 10/2/2011 Possible Segmentation Criteria• Behavioral (Email): • Geographic: – Engagement based on open – Country, Region, Climate, and click data Drive-Time, etc. – Registration source • Demographic: – Registration date – Age, Gender, Income, – Buyers vs. non-buyers Lifestage, Presence of – Advocates (social sharing or Children, etc. FTAF) – Profession• Behavioral (Other): – Language – Purchase data (Recency, – Lifestyle Frequency, Value, Product • Attitudinal: Categories, Location) – Interests – Brand/Product Loyalty – Preference data – Brand affinity Any Segmentation Can Work E-mail Marketers Percentage of Conversion Rate: Question: Average unique conversion rate (i.e., total number of unique orders/transactions divided by number of net e-mail delivered for all campaigns in the past 12 months), compared with question, “Which of the following customer data attributes has your company used to segment audiences for e-mail marketing campaigns in the past six months?” Source: JupiterResearch Executive Survey (11/04), n = 649 (US only) 42
  43. 43. 10/2/2011 Base Segments - Example • Online purchase • History of tracked Online Buyers In-Store Buyers past XX months in-store purchase • Open or Click • No history of Activity in past XX online purchase months • Open or Click Activity in past XX months • First 30 Days in New Subscribers program • Can be bumped into buyer segments prior to 30 days • No purchase • No email activity in Engaged Unengaged history past XX months • Open or Click Activity in past XX months A Note About Preference CentersGood:• Simple path to segmentation• Provide interest data at the time of registrationBad:• Preferences change/evolve• Subscribers rarely update• Establish commitment to only send on established topics (regardless of relevance)Net: Invest in figuring out what will be relevant! 43
  44. 44. 10/2/2011 Message Types • Bulk Mailings • Triggered Messages – Promotions – Up-sell messages – Newsletters – Cross-sell messages – Statements – Confirmations • Lifecycle Messages – Ratings and reviews – Welcome streams – Watch lists – Lifestage streams – Out-of-stock (e.g., pregnancy, – News alerts wedding) – Local events – Reactivation streams – Anniversary, Birthday – More… Not just segmentation….1. SEGMENTATION: identify logical  Buyers vs. non-buyers groups to which the same basic  New vs. old customers messages are likely to resonate.  Kids vs. no kids1. TARGETING: align messaging to  Deal vs. information-based the engagement patterns of each  Lifecycle programs segment.  Best time to send1. PERSONALIZATION: add the  Local store finishing touches that make the  Products of interest communication feel personal.  Gender 44
  45. 45. 10/2/2011Personalization Members of a segment all get an email based on the same template Personalization attributes can change all of the content, but not the structure of the email The next step is populating that template with content that shows you know the customer The BEST personalization isbased on activities tracked at the INDIVIDUAL level! 45
  46. 46. 10/2/2011 Email metrics (opens, clicks) Site activity(visits, shopping cart) 46
  47. 47. 10/2/2011 PurchasesCoupon redemptions 47
  48. 48. 10/2/2011 Targeting Browse Behavior• Amazon * Based on recent browsing behavior (past month)• Featured products and time-based offer x% off until XX/XX• Directly calls out that email was triggered by browsing the sitePersonalized contentmust be value-driven – Where they live? – What they do? – What they like? 48
  49. 49. 10/2/2011Do this…Not This… 49
  50. 50. 10/2/2011 Personalization That Works Email doesn’t work without a good content strategy.Content Inventory Web resources – Content site – Blogs – Videos – Online Coupons Traditional resources – Print Advertising – Coupons – Circulars – Press Releases – Events User Generated Content – Ratings & Reviews – Social Media Mentions 50
  51. 51. 10/2/2011 Plan Ahead…  Move from content creation to curation – Adapting existing content is easier than creating new content!  The right email template will save time – What formats will you regularly support? – What content blocks can you regularly populate?Which takes more time? 51
  52. 52. 10/2/2011 6 Steps to Scalable, Relevant Email1. Identify your key segments2. Identify core messaging products3. Develop messaging grid that aligns segments with target messaging objectives4. Identify activity-based personalization attributes5. Develop flexible templates and automate the automatable6. Devote a percentage of resources to develop triggered programs (“set it and forget it”) Using the Data: Personas 52
  53. 53. 10/2/2011 Personas: What & Why? How?• Real People• Compelling Narrative• Key Attributes• Enable Action• Usable Format• Focused on Differentiators• Not Prescriptive 53
  54. 54. 10/2/2011Using the Data: IntegrationDevices Drive Behavior Banking? Buying? Reading? Creating? Interacting? Socializing? 54
  55. 55. 10/2/2011 Social Data Value Scale Listening Activity Aggregate Membership Interest Affinity Influence Behavior Community Five Factors in Your Integrated & Cross Channel Opportunity110 Copyright © 2011 by Teradata Corporation 55
  56. 56. 10/2/2011 Making Synergy Work For You 1. Never assume permission.111 Cross Channel Opportunity 2. Audience profile 3. Brand Affinity 4. Sales Channel Preference112 56
  57. 57. 10/2/2011 Cross Channel Opportunity 5. Nurture at customer life stage.113 Integrating Digital & Social Data Pre-Event Monitor Engage • Email • Influencers • Thank • SMS • Channel influencers • Twitter preference • Update • Non preferences responders Day of Event Post Event Optimize • Celebrate • Triggered • Segment- influencers emails ation • Monitor multi- • Profile • Testing channel responders • Learning impact • Update preferences 57
  58. 58. 10/2/2011 Blueprint for Integrated Marketing Readiness Assessment1. Talent & Knowledge  Marketing Ops  Technical/DBA  Creative2. Systems  Database structure  Location of data3. Strategy for Actionable Data  Which data?  Why data?  How data?  Who owns what data? Sharing the Data 58
  59. 59. 10/2/2011 Why? Essential Reports• Response data (opens/renders, clicks, conversions) – How much did we make?• Bounces – How clean is our list?• Spam complaints/Unsubscribes – Was our message welcome?• Inbox placement – What’s our sender reptuation? 59
  60. 60. 10/2/2011 Dashboards• 50,000 foot view• Trends/Benchmarks• Metrics tied directly to business objectives• Produced & syndicated regularly• Bonus: Cross-channel Analyzing the Data: Response Analysis 60
  61. 61. 10/2/2011 Reports that Matter• Tied to business goals – Are we making money? – Is the sales team happy?• Enable decision making – What can I change to improve results? – What products should I lead with this week? – Am I seeing a shift in customer preference or behavior?• Timed to business need 61
  62. 62. 10/2/2011 Are Opens &Clicks Valuable?Allow Customers to tell you… Conversion Based on Targeting 1.0% 0.1% Self Reported Demographic 62
  63. 63. 10/2/2011 Mining for Behavioral Data Response Rates Behavioral Targeting Demographic 2.40% 0.54% 0.36% 0.35% 0.08% 0.05% Test1 Test2 Test3 Analyzing the Data:Deliverability Analysis 63
  64. 64. 10/2/2011 Deliverability?• Rendering reports?• Bounces? Codes?• Low response?• SPAM Traps?• Blacklists, etc.?• Seeded inbox rates? 64
  65. 65. 10/2/2011 Deliverability Insights• Are our subscribers fatigued? – Which subscribers are engaged? – The impact of frequency.• Are certain sources spammy?• This message type is less welcome.• Formatting takes a toll.• Risk assessment: Active subscribers are most active complainers. Analyzing the Data: Lead Scoring 65
  66. 66. 10/2/2011Models for Lead ScoringLead Scoring Starting Point: Explicit & Implicit Data Activity Score Job Title 1 Explicit = Company Size 1 Provided by Industry 1 Prospect Whitepaper Download 1 Web page visit 1 Call with Inside Sales 1 Live Event Reg 1 Live Event Attend 1 Webinar 1 Implicit = Behavior Email Subscription 1 Email Opens/Clicks 1 Email Conversion 1 66
  67. 67. 10/2/2011 Simple Lead ScoringContact downloads 2 Activity Numeric Scorewhitepapers, attends 1 Whitepaper 5webcast and goes to a Live Webcast 10Event. Live Event 20Lead Scoring = 5+5+10+20= 40 Advanced Lead Scoring 67
  68. 68. 10/2/2011 Who’s Doing Lead Scoring Keys to Successful Lead ScoringGoals Actions ProcessesIncrease Improve quality of Ensure all leads areconversion by leads passed to followed up in a timely andsegment sales team or to appropriate manner ecommerce siteIncrease Marketing is accountablefootprint and Prioritize leadsmarket based on Sales is accountabledevelopment propensityAlign Sales &MarketingTeams 68
  69. 69. 10/2/2011 Setting Priorities Before You Jump…. • Customer benefit? • Email vs. SMS & Social • Goal: Reach, synergy or real time optimization • Single database? • Self reported vs. behavioral? • Team skills and talents?138 69
  70. 70. 10/2/2011 10-15% 139Query customers, not data. 70
  71. 71. 10/2/2011 Readily Available OpportunitiesData Source Connect Purpose MeasureCustomer Transaction To web content Increase SalesPurchase data engine engine and email revenue programWeb Session Web tracking To lead nurturing Improve Response ratesLength (Google campaigns relevancy and by segment Analytics, timing Omniture)Visitor Tracking Advanced Web To web content Improve Conversion to Tracking engine and email relevancy the next step (Omniture) programSocial Influence Services To email Attribution and Rise in social- Counts (Twitter, program Impact of email activity Facebook, Linked IN)Social Influence Social listening To all outbound Speak the Response rates– Affinity tools (Radian6, communi-cations language of a by content type Flowtown) community Lessons Learned 71
  72. 72. 10/2/2011Data is Your FriendJust get started! 72
  73. 73. 10/2/2011Focus on the BusinessLather, Rinse & Repeat 73
  74. 74. 10/2/2011Don’t try to Boil the Ocean Questions? 74
  75. 75. 10/2/2011 Data Driven Digital Dialog Checklist Just get started! Establish a baseline for results Identify 2-3 key data attributes that speak to customer experience Start with a small test Forecast the success across all efforts Make a business case for improving relevancy Recruit internal champions (& external support) Set your own milestones & measurements Embark on Proof of Concept stage Celebrate results Expand to other business units/message types Reset expectations and baselines Land & expand Keep testing for higher or @StephanieSAM Thank you!• or @OtherEinstein• or @stephanieSAM 75