kasasa connect webinar - keith brannan

How (and Where) to have Relevant Conversations with

the Right Consumers for You

Kasasa CMO, Keith Brannan

87%

of consumers use more than one device at a time. Accenture “Digital Video and Connected Consumer”

Win their attention with cross-channel marketing

What is cross-channel marketing?

It’s an approach to marketing that ensures consumers get exposure to a consistent message across the channels of media most relevant for that consumer type.

EmailDirect mailDigital advertisingSocial media advertisingBroadcast (Internet and terrestrial)PandoraOut of home

Email is a must-have

77%

of online consumers prefer email for permission-based marketing messages.ExactTarget — Survey of 1,500 online consumers (age 15 and up)

Your cross-channel strategy

Effective email marketing relies on a combination of factors.

The good news is:

Email is budget-friendly.Proven success for financial institutions.When done properly, it enhances all your other marketing efforts.

Irresistible recipe for email

Thoughtful Targeting+ Compelling offer+ Relevant message + Timely delivery

= Engaged consumers

Pitfalls to avoid

TARGETING? DESIGN & COPY?NO TRACKING OR OPTIMIZATION?

Mailing just to mailBlasting all demographics with the same messageMailing the same message too many times to the same consumer

Weak email copy and designPoor website landing pages

Lack of performance trackingNot monitoring the preferences of the consumer

What you need

An automated system that lets you:

1. Immediately act on changes in your data or transaction results.2. Access to consumer data from your community so you can acquire a list

of the right people.3. Host email creative and compliance in a library you can utilize to build

campaigns.

4. You must have something to offer for someone to open your email. 5. Good data control and practices for opt-in.6. Consumer options to complete the purchase or move through the

purchase funnel.

What you need (continued…)

Challenges of cross-channel automation

Start with clear objectives

Do you want consumers to:

Open new accounts?Switch accounts?Utilize the products/services they already have (i.e. debit card adoption, e-statements)?Purchase new products (i.e. loans, LOC, other deposit or investment products)?

Let’s peer down the tech/vendor rabbit hole

CRMData warehousingData sources, such as FICO and ExperianDigital asset managementCampaign managementDemand-side platformsMedia channel integration, such as print and emailExplosive growth in endpoint platforms such as Constant Contact and Onovative

The Marketing Technology Landscape — 2012

The Marketing Landscape — 2017 — 5000 companies

Vendor analysis can be costly and risky

Too many options

Time it takes to decide on a path

Risk of meeting business requirements

Implementation risks

Resource and skill risks

Execution risks after implementation

Marketing expertise is less than half the battleOnce you choose a vendor, you still need to navigate the relationship.

Integrating data to get the most from your toolsDesign or edit email creative assets Integration with the technology team Setting up marketing channels and cadence for deliveryVerifying and testing that the functionality works end-to-endDetermine and implement measurement plansManagement and continuous improvement

Utilize the full arsenal for consistent engagement

1

15 4530 601

60

Cross – Channel Details

One list to drive all engagement

Personalized creative

Cross channel alternating cadence supported by consistency in social channel

Direct Mail, Social, Email utilizing new platform

Measurement is mission-critical

Continuous improvement is your only road to marketing success.

How should you measure success?

1. Engagement is the first and best measurement because you must have a volume of touches to reach today’s consumer

2. Website traffic or landing page traffic as a measure of action

3. Total conversions of new accounts or activities based on the marketing messages

4. Monitor desired actions in proximity to distribution (2-week reporting window)

Email case studyMidsize credit union

Case study: Midsize credit union, MN

Objective:Generate new Kasasa Cash Back accounts and grow deposits

Plan:Six week cross-sell campaign

Case study: Midsize credit union, MN

Execution:

Budget: $4,400 ($2,200 per campaign)Each campaign consisted of 3 touches, sent a week apart Sent to non-DDA customers without a Kasasa accountList size: 7,000 (the same list was used for both campaigns)No account opening incentive was offered

Case study: Midsize credit union, MN

Results:1. Total targeted impressions: 38,0002. Average campaign open rate: 28%

(compared to a 22% financial services industry average)

3. Total leads generated via landing page: 98 (64 in December and 34 in February)

4. Overall campaign impact: 34% lift in Kasasa Cash Back accounts opened

5. ROI: 1,637%

34%Lift in Kasasa Cash Back accounts opened

Who else is embracing cross-channel marketing and marketing automation?

…but they all have scale...

A problem of scale, data, and capacity

You need data for cross-channel marketing.

You don’t need a massive budget.

Partner with someone who can put their scale to work for you.

Invested for the long haul

Cross-channel marketing and integration at Kasasa

Performance Marketing – Acquisition Life Cycle Marketing – Cross Selling

Start with the right segmentationPerformance Marketing — Acquisition

KEY DEMOGRAPHICS

Life Stage: Couples range from 25-54 in age and typically have multiple children at home

Education/Career: Middle and working class families, with a few skewing to upper middle class

Average HH Income: $66,722

2.65xmore likely to be a customer

Age 32;College Debt

$30K

Found in Urban and Metro Areas

Mobile Aficionado,

Internet, Radio

$66K IncomeHome Owner

3 Kids

Increase performance with smart programs

Life Cycle Marketing— Cross Sell

Always-on Programs

Use consumer transaction data to drive new programs, messaging and new predictive models

Cross-channel marketing and integration at KasasaKasasa has access to material and programs to run across many channels:

DigitalSocialEmailDirect mail

TVPandoraIn-branchEvents

Monthly engagement report

The other fish in the sea

When evaluating vendors be sure to avoid:

Features you don’t needSystems requiring you to hire staff just to support the toolSystems that don’t come with any financial service knowledge or creativeSystems that can’t act on your data all the time without daily attention from your team

Are you prepared to automate?

Cross-channel marketing and marketing automation is the future. And it’s a complex challenge.

We’ve helped more than 400 community banks and credit unions develop results-driven marketing plans. We can help you integrate email marketing into your larger automation plan.

Questions?