lifecycle marketing -- starting at the zygote stage · lifecycle marketing -- starting at the...

Lifecycle Marketing -- Starting at the Zygote Stage

Loren McDonaldVP Industry Relations Silverpop

Thursday, January 21, 2010

Heather VesseyEmail Marketing Senior ManagerBonnier Corp

Rachel Fishman FeddersenDirector Parenting.com

Lifecycle marketing is

fundamentally about…

Right Message

at the

Right Time

Timing is subscriber / customer based…

Not marketer-centric

Data as Foundation

Explicit Data

Implicit Data

Automation and Rule Sets as the Enablers

Why Lifecycle Marketing?

Batch and Blast is the Past

Hope is Not a Strategy

Key Trends Driving the

Need to Change…

Overloaded Inbox

Channels Are Exploding

Email Needs to be a Conversation

Consumers Have More Choices

Higher Expectations from Marketers

Irrelevant vs. Relevant

And Lifecycle Delivers a Better ROI

Lifecycle Stages

Welcome

Encourage

Replenish

Retain

Date/Event

Re-engage

• Consumer stage

• Relationship stage

• or both

Lifecycle can be:

Parenting.com Case Study

Parenting.com: Who we are

The digital sibling in the Parenting Group family

• Digital Award Nominations– MPA: 1st Place Best Web-Only

Tool (Child Health Guide)

– ASME: Nominated for General Excellence Online

• Partnerships & Buzz– Regularly featured on CNN.com,

Yahoo Shine and The Weather Channel

– PTA Partnership: Reflections Gallery

– Mom Congress: Moms Making a Difference

What’s New at Parenting.com

Partnerships & Buzz

Morning Show Partnerships

Digital Award Nominations

• Timely and Seasonal Content– Launch of Model Search

– Launch of two new blogs: • The Split

• Family Budget Boot Camp

– Toys of the Year

– Holiday Hints Newsletter

What’s New at Parenting.com

Partnerships & Buzz

…with newsletters an integral part of the growth strategy

Parenting.com Monthy Unique Visitors

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

Feb

2008

M ar

2008

Apr

2008

M ay

2008

Jun

2008

Jul

2008

Aug

2008

Sep

2008

Oct

2008

Nov

2008

Dec

2008

Jan

2009

Feb

2009

M ar

2009

Apr

2009

M ay

2009

Jun

2009

Jul

2009

Aug

2009

Sep

2009

Oct

2009

Nov

2009

(est)

Relaunch

Source: Omniture

Holiday Newsletter

Daily Pregnancy Planner

Trying to Conceive

Growing and Gaining Momentum

Parenting.com Readers

Our visitors are moms or moms-to be

Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents)

91% have at least one

child in the HH with an

average age of 2

80% are married

49% graduated

college

Median age 31 36% quit working to

be a stay-at-home

mom

Of those that work, 80% work

outside their home while 20%

work at home full time or

sometimes

On average 55% visit

Parenting.com once a

week or more15% are currently

expecting a child

They travel a path we know well

The Mom Stages:

Concentration The Early Years

Anticipation Pregnancy

Conception Getting

Pregnant

Integration The

PreSchool Years

The Newsletters

Concentration The Early Years

Anticipation Pregnancy

Conception Getting

Pregnant

Integration The

PreSchool Years

Weekly: Trying to Conceive

Daily Pregnancy Planner:

BabygramWeekly:

Ages & Stages

Goals of the Life Cycle Campaigns

Content relevant to life stage

Increased open/CT rates

and page views

Scalable template and date logic

Trying to Conceive

Daily Pregnancy Planner

Daily Pregnancy Planner: Welcome Email

Open Rate:

- 51.66%

CTOR:

- 49.66%

Daily Pregnancy Planner: Week 20, Day 3

Automatic sweep from last DPP template into first template of Ages and Stages based on due date

Ages and Stages

• Due date and source are taken from DPP to start the campaign• Campaign closes out at 24 months of age

Ages and Stages

Visual and Text-Based Clues

Open and CTRs for Lifecycle Campaigns

3 Keys

Capture and Leverage the Data

Engage With Customers

Automate and Optimize

Appendix:

Examples of other Life Cycle Stage Creative

Welcome - Incentive

Welcome – Getting Started

Post-Purchase, Pre-Use

Post-Experience, Repeat Purchase

Happy Birthday

• 48% lift in clicktthrough rate

• 129% lift in net conversion rate

• 10.4% of the total revenue from email marketing…

• …while representing only 2.7% of the total email volume

Source: Diapers.com

Cart Abandonment

• 60% Open Rate• Nearly 3x average

• 60% higher conversion rate than overall average

Source: Fabric.com

Credits/Thank YouHeather Vessey

• Heather.vessey@bonniercorp.com

Rachel Fishman

• rfishman@bonniercorp.com

• http://www.facebook.com/Parenting

• Twitter: @parenting

Loren McDonald

• lmcdonald@silverpop.com

• Twitter: @lorenmcdonald and @Silverpop

• Presentations: www.slideshare.net/silverpop