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The State of Email in an Interactive World
1. The State of Email in
an Interactive World
Seth Berman Rick Heffernan
Twitter: @sbermo #EEC12 Twitter: @rjheffernan #EEC12
2. Seth Berman
BabyCenter
Director, Global Marketing
Twitter: @sbermo #EEC12
3. BabyCenter
#1 pregnancy and parenting site and mobile platform worldwide
Leadership Trusted Influential Celebrated
• 24MM users in over 22 • Nearly 3x more • Most popular social • 2011 Webby Award and
markets worldwide trusted than any other site for product People’s Voice Award in
pregnancy and recommendations the Family/Parenting
• 7 out of 10 babies born parenting site among new and category
in the US last year are expectant moms
BabyCenter babies • Recommended 2x • 2011 OMMA for Best
more often than the • More than 3 out of 4 Social Network for the
• Apps Magazine named next closest parenting moms share the BabyCenter Community
us one of the Top 100 site information they find
apps of 2010 on BabyCenter with
other moms
6. Rapid smartphone adoption
+50% increase in smartphone users, 2010 to 2011
The Facts:
Nearly 1 in 3 people in
the U.S. have a
smartphone.
7. The inbox is the new portal
The Facts:
Q: When do you check email on your smartphone?
(Based on text logs)
78% use email on their smartphone
to filter incoming communications.
8. Moms are hooked on daily deals
Subscribe to one or more service
60% (e.g., Groupon, Living Social) with 9
avg number of deals/offers
purchased this year
36% Share daily deals through social
networks (124 index)
Agree “When I save money on a
84% shopping trip by using coupons, sales
or other deals, I feel like I won!”
9. Rick Heffernan
MetLife
Director, eMarketing and
Sales Strategy
Twitter: @rjheffernan #EEC12
11. MetLife Auto & Home
• MetLife Auto & Home is the Leading provider of group
Auto & Home benefits.
• We have relationships with over 2,000 employers, associations
and affinity groups including 50% of the Fortune 100.
• We offer Group discounts to over 30 million individuals in the
U.S.
• No email programs in 2008.
12. Shopping for auto insurance
has changed forever
In which of the following ways did you shop/obtain price quotes when you
shopped most recently?
Online Quote 63%
I went online to get a quote
70%
Agent 25%
I called/visited local agents who
represent multiple insurance 24%
companies
Dedicated Agent 26%
I called/visited local agents who
represent one insurance company 23%
Call Center 18% 2009
I called toll-free numbers for
quotes 18% 2011
16. Converting prospects to applications
Find a way to communicate with leads that abandoned the online auto
application process before & after receiving a quote Summer 2010
Challenge
– Consumers prefer to research product
online, but make a purchase with an
agent or over the phone
– Low online conversion rate
– Needed to stay top of mind for this
considered purchase
17. Converting prospects to applications
Summer 2010
Solution
Results
– 20% of our eMarketing phone volume is
driven from our lead nurture emails
18. Integrate display to
attract abandoners online
Winter 2011
Retargeting Before Retargeting Now
You have You have
been here before been here before
Where you left off
in your quote
Segmented messaging/ads
based on data collected
from Quote Process
19. Early results
Conversion Lift ROI
People who abandoned their $34 in premium for every $1 in
quote exposed to display ads ad spend.
converted at over
2X
the rate of users who
7X
7 times better than what is
didn’t see display ads. considered a “good ROI” for
marketing programs.
When I joined 3 ½ years ago, you couldn’t go online and get a quote from MetLife.Now everyone offers online quotes, and it’s the most popular way to shop for insurance.
25% of the people who start a quote, don’t finish it …And an even larger number don’t buy the policy immediately after quoting.
And 2/3 of those who abandon the quote, did so because they were interrupted, not because they weren’t interested.
We set up our original Lead nurture program in 2008. It was one single email that was segmented and personalized. In Summer of 2010 we re-launched this campaign with new creative and two additional emails to make up the program. This one was multi-channel and much more sophisticated.
I use integrate for a reason. See we were already retargeting these folks. But now we integrated our email lead nurture program with the remarketing to make our program more intelligent.
The program is seeing double the conversion rate of the control group who isn’t seeing display ads,And compared to other marketing programs at MetLife is getting 7 times the return on investment that would be considered “good”
