automated emarketing by metrics marketing
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The why, what and how of automated marketing. Get the tactical execution automated so that you can focus on the strategy.TRANSCRIPT
Automated eMarketing: Getting the Tactical Execution Automated So YouGetting the Tactical Execution Automated So You Can Focus on the StrategyThursday, January 21, 2010
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Webcast “Housekeeping”Webcast Housekeeping
• Ask questions throughout the presentation using the q g p g“Questions” button at the top of the screen
• All questions will be answered at the end of the presentation
• Please report any technical difficulties to• Please report any technical difficulties to [email protected]
• At the end of the presentation, please evaluate the webcast by clicking the “Rate” button at the top of your screen
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Today’s PresentersToday s Presenters
• Marci HowerMarci Hower manages Metrics’ interactive services offerings– Marci Hower manages Metrics interactive services offerings.
Marci has 15 years experience in online direct marketing. Prior to joining Metrics, Marci was a Business Development Manager with a national e‐strategy consulting firm. She was also an integral part of growing a start‐up company as the General Manager of a Midwest interactive agency.
Marci blends her experience in sales marketing design and interactiveMarci blends her experience in sales, marketing, design and interactive technologies to help clients such as National City, Kelly Services, Midas, World Market Center and American Greetings create and implement their online strategies. A local thought leader, Marci is honored to be a past president of DMA Cleveland. She was instrumental in developing a regional conference that is now in its 4th year, Interaction 2009. Marci is a past recipient of Crains Forty under Forty award, and she is a frequent speaker at events and seminars.seminars.
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Automated eMarketinggGetting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
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Why Automate?Why Automate?
Top email marketing challenges
5MarketingSherpa 2010 Email Benchmark Report
Why Automate?Why Automate?
• 89% of retailers cited email is the most mentioned successful tactic overall Forrester Research and Shop org "Retailing Online 2009:overall.‐ Forrester Research and Shop.org Retailing Online 2009: Marketing Report' (2009)
• As a direct result of receiving email 82% of respondents accessed their• As a direct result of receiving email, 82% of respondents accessed their account via online customer service. ‐ Epsilon (Oct 2008)
• 66% of those surveyed said they had made a purchase because of a• 66% of those surveyed said they had made a purchase because of a marketing message received through email. ‐ ExactTarget, "2008 Channel Preference Survey" (2008)
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Why Automate?Why Automate?
• Improve customer service
L th i l d f• Leverage the unrivaled power of recency
• Consistently deliver relevant messages
• Reduce missed opportunities
• Strengthen relationships
• Set it and forget it (well, almost)
• Significantly outperform standard messagesSignificantly outperform standard messages
Automated eMarketinggGetting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
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Profile viewedTopic alert
Membership guidesTarget reached
ck of activity touch pointWin‐back alert
On‐boarding messagesC fi i
Customer service messagesRecommendations from friends
W b b h i
Membership anniversary Friend requestProfile viewed
Welcome message
Confirmation message
Billing/Payment noticesRegistration information
Service notificationsLapsed activity
h h b d
Web page behavi
Download alert
Birthday greeting
Transactional messages
Meeting confirmationsrofile update notificationsAcknowledgement email
Post purchase messages Shopping cart abandoDownload alert
Transactional messages
Change Notices
Available now notices
Return noticesBonus notice
Shipment notificationsSocial networking updatesAnniversaryhavior
Profile viewed alert
Return notices
F il ti
Information posting noticesInformation request response
Announcements
Cross‐sell messages
opping cart abandonment
Profile update notFailure noticesAccount informationStatus notificationsProfile update not
What to Automate?What to Automate?
• Opportunities are countless
The more triggers you implement the more revenue you will generate over time.
• Reality Check
The majority of your subscribers are not likely to meet the criteria of your triggers in any given month. Volume is low.
Controls and frequency caps must be in place
What to Automate?What to Automate?
• Start small, automate and measure
You don’t need a complicated system to boost the bottom line
– Low hanging fruit– Low hanging fruit
– Easy to implement
– Simple arbitration
– Simple measurement
What to Automate?What to Automate?
• Know your audienceD hi– Demographics
– Attitudes
– Behavior
Fi i l– Financial
– Segmentation
• Brainstorm Triggers– Life Stage Triggers
– Life Cycle Triggers
– Transactional Triggers
– Customer Initiated Triggers
– External Triggers
What to Automate?What to Automate?
• Develop a business caseC i t j ti– Conversion rate projections
– Financial projections
– Align with organizational objectives and system capabilities
Add t t lif l h l b i d– Addresses current customer life‐cycle, purchase cycle or business needs
– Do not duplicate existing marketing programs
– Define trigger qualification criteria and size audience
P i i i• Prioritize
• Continually evaluate and add programs
• Scale your programs– Triggers based on pattern detection
– Optimize based on arbitration
– Design of testing methodologies
Case Study: SmartBargain.comCase Study: Smart argain.com
Case Study: SmartBargain.comCase Study: Smart argain.com
Case Study: SmartBargain.comCase Study: Smart argain.com
Case Study: Realtor.comCase Study: Realtor.com
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Case Study: Realtor.comCase Study: Realtor.com
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Automated eMarketinggGetting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
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How to Automate?How to Automate?
Integration.
Automation.
Optimization.
How to Automate? Integration
• Marketing MessagesSt t & d l t f i ti– Strategy & development of incentives
• Channels– What channel will be used to deliver message
• Arbitration– Maximum number of contacts per day
– Maximum number of contacts per year
– Minimum time between contacts
– Lead Prioritization
• Databases
• Platforms– Web analytic platform
– Email service providerp
– Others?
How to Automate? Automation
• Finalize triggers
C bi d d t i ith b d t ff /• Combine recommended triggers with budget, offers/messages and channel
• Supports business case development
• Data sourcing and transfer– Identify files required
– Design frequency
– Exchange protocol information to establish transfers
– Request and deliver on going file feeds as well as historical extracts
• Content– Finalize creative and messages
– Manage personalization
– Create dynamic content areas where needed
How to Automate? Optimization
• Analysis of current programsS t b i– Supports business case
– Design trigger performance reports and develop code to automate
– ROI calculations
T k t i b d lt• Tweak triggers based on results– Widen deployment of the most effective triggers
– Seek additional triggers with similar attributes of your best
– Discontinue use of less effective triggers
• Develop greater insights with test methodologies– Test: Offer, audience, creative, cadence, personalization
• Create new triggers based on more sophisticated analysis– Statistically meaningful changes in transactions
– Store visit behavior changes
– Site engagement levels
Automated eMarketinggGetting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?
• What to automate?
• How to automate
• Automation in practice…
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Case Study: MidasCase Study: Midas
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Case Study: MidasCase Study: Midas
• Started small, low hanging fruit
• Continually evaluating and growing programs
• Analyzed audience
• Developed a business caseDeveloped a business case
• Integrated with current marketing programs
• Combined recommended triggers with budget, offers/messages and channel
Direct Mail
offers/messages and channel
• Integrated data sources and platformsCustomer
EmailMobile
WebPhone
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Midas triggersMidas triggers
P h &Purchase & Repurchase Retention
Repurchase timing triggers
Factory service
Purchase pattern disruption
Factory service maintenance
Declined servicesL lt
“Most likely” models/triggers
Loyalty communications
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ATOM℠ ‐‐ Automated, Triggered‐Opportunity Marketing
Purchase &Purchase & Repurchase
Repurchase timing triggers
Retention
h di i
Factory service maintenance
Declined services
Purchase pattern disruption
L lt i ti
“Most likely” models/triggers
Loyalty communications
ATOM manages trigger identification and optimization process
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ATOM processATOM process
Objectives & strategiesdrive trigger decisions
Marketing & retention opportunities are generated
Tracking at trigger & program level
Trigger opportunities delivered throughAlternative trigger types
Opportunity arbitration matches best delivered through
multiple channelsAlternative trigger types matches best
offer/channel to customer
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Case Study: MidasCase Study: Midas
Purchase TriggerConveys Midas brandCoupon print‐outClear call to action
PersonalizedPersonalized • Name• Store• Store manager • Date
Dynamic Content:• CouponCoupon• Service
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Case Study: MidasCase Study: Midas
FSM TriggerConveys Midas brandCoupon print‐outClear call to action
PersonalizedPersonalized • Name• Car Make• Mileage• Store • Date
Dynamic Content:Dynamic Content:• Coupon• Recommended Services
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eCRM Deployment ProcesseCRM Deployment Process
Midas eCRM Process BEFORE Automation: Midas eCRM Process AFTER Automation:
– Individual list loads took several hours
C ti t HTML d did
– Data Extension Import and filters now take minutes
– Creative was paste HTML and did not allow for dynamic content
– Limited manual communication between CRM database and Exact
– Creative was updated to allow for dynamic content rules, making communications more relevant to the recipientbetween CRM database and Exact
Target for contact history
– No Tracking data was getting communicated to the CRM
the recipient
– Consistent communication between CRM database and Exact Target for contact history
database from Exact Target
– Opt‐outs were updated monthly– Tracking data is now imported
into CRM database, allowing closed‐loop reporting
d d l– Opt‐outs are managed daily
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eCRMMetrics ComparisoneCRM Metrics Comparison
Before Automation After Automation 4/09‐9/09
Delivery Rate: 90.8%
Open Rate: 17.0%
Click‐through Rate: 1 6%
Delivery Rate: 94.2%
Open Rate: 23.9%
Click‐through Rate: 1 9%Click through Rate: 1.6%(note emails do not have many reasons for clicking)
Conversions: Unknown
Conversion Rate: Unknown
Click through Rate: 1.9% (note emails do not have many reasons for clicking)
Conversion Rate: 19.6%
Higher ticket items throughConversion Rate: Unknown Higher ticket items through online channel
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Other Metrics Marketing WebinarsOther Metrics Marketing Webinars
• Next Webinar: The Value of Eye Tracking SoftwareFebruary 18 2010 12:00 PM ‐ 1:00 PM ESTFebruary 18, 2010 12:00 PM ‐ 1:00 PM ESTPresenter: Cathy Zapata, VP of Research and Customer ExperienceLearn more at http://events.metricsmarketing.com
• Other Previously Recorded BrightTalk Webcasts:• Other Previously Recorded BrightTalk Webcasts:Automated Triggered Opportunity Marketing
Presenter: Todd Thompson
BrightTalk: http://www.brighttalk.com/webcasts/7621/play
Landing Page Optimization
Presenter: Cathy Zapata
BrightTalk: http://www.brighttalk.com/webcasts/7618/play
Customer Conversion Optimization
Presenter: Mike Kihalek
BrightTalk: http://www.brighttalk.com/webcasts/7622/play
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Questions?
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Contact InformationContact Information
Marci Hower,VP Interactive Services
440‐471‐6017 or
877 332 9222 X117877‐332‐9222 X117
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