amplify your customer & prospect email and data … · 3 marketing challenges d2c marketers...
TRANSCRIPT
Presented by: Chuck Davis, CRO, Webbula
4:15pm – 5:00pm, Wednesday April 24, 2019, Salon J
AMPLIFY YOUR CUSTOMER & PROSPECT EMAIL AND DATA STRATEGY
2Data Drives All Customer Touchpoints
AWARENESSPURCHASE LOYALTY
CONSIDERATIONSERVICE
Online Touchpoints
Offline Touchpoints
Your Data Cheat Sheet
3Achieving Customer Centricity – Data Cheat Sheet
1st Party Data
✔ Collected, owned, and managed by
your organization
✔ Stored in marketing platforms, CRMs,
POS Systems, ERPs, Contact Center
databases, …
2nd Party Data
✔ Someone else’s 1st Party Data you may
access through a partnership
agreement.
✔ Co-Op Database to share customer
data to improve your targeting to a
similar audience.
3rd Party Data
✔ Data collected on other sites, platforms
and offline by a 3rd Party.
✔ Used extensively by companies to better
understand their audiences..
444Stages of Data Driven Organizations
Crawl – Walk – Run - Soar
The Data Journey
Buy 3rd party data
segments for
targeting (CPM)
Source custom
segments (CPM)
Use 3rd-party
data for
measurement
and/or modeling
(CPM / License)
Use 3rd-party
data for advanced
analytics (License)
Combining 1st- and
3rd-party data for
predictive analytics
(License)
55Enhance Data Using Email Address
Your CRM Data
Input
ACTION: Email missing
intelligence in Your CRM System
✓ Called Customer Service
✓ Churned Account
✓ Submitted Application
✓ Eligible for Renewal
✓ VIP Customer
1 Output3Webbula Process2
Enhance Customer Data
+ Name (First + Last)
+ Mailing Address (USPS)
+ Phone (Landline or Mobile)
+ Cars In the Driveway
+ Children in the Home
+ Other Demographic
+ Other Auto (VIN,…)
6
Your CRM Data
6Enhance Data Using Name & US Postal Address
Joe Schmoe
123 Main St, Niceville, FL 32578-0032
Input1
1) Append An Email Address
2) Apply Email Hygiene Process
✓ Check if Email is Malicious• spam traps, • honeypots, • 30 + malicious, non-performing
emails including hard bounces.
✓ Check if Email is Deliverable.
Webbula Process2
ACTION: Missing Email Address in
Your CRM System
✓ Called Customer Service
✓ Churned Account
✓ Submitted Application
✓ Eligible for Renewal
✓ VIP Customer
Output3
7 7Case Study: Prospect Marketing (Automotive “Conquest”)
Full Name
Full US Postal Address
Input1
Process Applied
1) Append Mobile Phone #
2) Append An Email Address
3) Apply Email Hygiene Process
✓ Check if Email is Malicious
✓ Check if Email is Deliverable.
Webbula Process2
Customer
• Automated sales platform for the
automotive industry.
• Identify & communicate with every
buyer in a local market.
Missing Email & mobile phone
✓ Sent 10K Records
✓ Current: 30% Email Append Rate
Output3
mobile phone #
0% 20% 40% 60% 80%
Phone
30%
75%
8 8Case Study: Email Hygiene impacts Online Engagement
“Moving forward, as we conduct lead generation, we will use
Webbula and quarterly checks to ensure that the emails that join
our file are clean and unlikely to negatively impact the deliverability
of the rest of our file, … In terms of overall revenue and email
engagement, I anticipate that we will continue to improve.”
- Emily Lauten, Digital Marketing Manager, USA for UNHCR
USA for UNHCR helps and
protects refugees and
people displaced by
violence, conflict and
persecution.
www.unrefugees.org
The goal for any NFP is to produce
content its audience wants to engage
with. Success is measured by how
effectively an organization converts
supporter engagement into a
financial commitment to its cause.
Success is greatly curbed when
email deliverability issues arise.
9 9Case Study: Email Hygiene impacts Online Engagement
Situation• The plight of refugees is urgent and can’t wait.
• Sophisticated Email Program Hits a Roadblock.
Objective• Improve inbox placement / deliverability
• Improve email engagement metrics that drive ROI, including conversion rates, list growth rates, # emails sent /delivered, average open rate, click through rate, soft and hard bounce rate, spam complaint rate and unsubscribe rates.
Results
• Revenue increased, complaints were virtually eliminated, deliverability increased significantly, and ….
Average Open
Rate per
“Donor”
Audience up
2x after
Webbula.
Read More @ UNHCR CASE STUDY
103 Marketing Challenges D2C Marketers Face
Identify Email Sender Reputation, Fraud & Inbox
Delivery Threats.
Ensure accurate customer & prospect data is injected into your marketing systems and
sales processes…Validate Name, Phone, US Postal,
Append Customer & Prospect Data -Email Address,
Phone, US Postal Address, Name,
Demographic, Auto, ….
11Free Test Drive
310.779.5821
Linkedin.com/in/chuckdavis100
chuckdavis21
Webbula.com
12
Thank You!
Getting to Know Chuck Davis @https://webbula.com/employee-spotlight-chuck-davis/
Chuck Davis, CRO at Webbula