colby slide share_email_listening
TRANSCRIPT
Email Listening For Customer Acquisition
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What Is Email Listening?
Email listening monitors the real-time interactions of a brand’s customers and allows the brand to deploy its own offer just as targets are “in market”
The brand’s email offer appears in buyers’ inboxes shortly after they were just interacting with another category-related email.
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The Value of Email Listening:
Email listening optimizes reaching the Right Person, The Right Message, at The Right Time. The recipient was just clicking in a related email. They are actively in-the-market.
It’s Not Uncommon For Marketers To See:
- Open Rates Ranging from 20% to 40%
- Click Through Rates As High as 25%
- Conversion Rates Well Above Other Traffic Sources 3
How Email Listening Works:
Brand Targets Key Listening Data Attributes (“Cue Words”)
- Cue Words ( Competitor Brands, Competitor Products) - Competitive Domains - Customer or Prospect Data - IP Address Data
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How Email Listening Works:
- Brand “listens” to 100’s of millions of consumer email interactions that integrate with our database.
- When email recipients matching the brand’s targeted profile click within emails carrying competitive offers, the technology deploys the brand’s email to that “hit” recipient
Millions of Medigap Email Interactions
Aetna’s Email Offer Deployed To Hit Hit!!!
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How Email Listening Works:
- The brand elects the monthly volume of targeted prospect email “hits’ it desires monthly.
- Only the brand’s targeted recipients who open and click are counted against this monthly threshold.
- Technical Nuts & Bolts”
The listening phase depends on single-session cookies employed across the email ad networks (3 rd party transmission infrastructure most brands use, especially in prospect deployment applications). Email receive/read status is not monitored. The “hit” is identified only when the recipient takes click-action within the email (which likewise indicates receive/read, but that’s not the intended function). The filtering and aggregation ofthe audiences is applied through the link itself and additional coding that allows some ability to contextualize that click-action with the email content.
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Pricing:
Set Up and Programming Charge (applicable to all listening campaigns)
Listening Setup Fee (Up to 50 keywords under 1 brand) $2,950/Flat
Email Listening & Drip Email Campaign Pricing
Email/Multi-channel Custom Contacts from Email Listening4X Drip Email Sends (Up to 4 Campaigns
per Month)* CPM
Ongoing Drip Emails (Up to 4 Campaigns per Month)* CPM
0-25,000 $7,500 $300 $10550,000 $10,500 $210 $69
100,000 $16,680 $167 $39250,000 $34,560 $138 $21500,000 $52,080 $104 $16
1000000+ $74,520 $75 $14*Includes the following: 1) Creative fees: Mobile/responsive design versioning as needed, render reporting and spam score review. NOTE: Unique creative required for each transmission if retargeting to same records
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Data Made Available:
• In addition to real-time email retargeting, Colby collects & links the following data points for online/offline initiatives:
• Name, Address & Email • Date/time• IP Address • Action cue word Responded To • Operating system (iPhone, iPad, Android, Desktop,
Webmail, etc.)• Connection Provider/Wireless Carrier• Demographic Variables
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