combating data overload
DESCRIPTION
According to a recent study, 91% of brands use customer data to drive marketing decisions, yet 45% believe they are not using data to effectively personalize marketing communications. Cut through the chaotic and tangled web of acquisition sources and data silos and learn which key pieces of data hold the most revenue potential. Take away a data wishlist to help you focus on completing a revenue-driving subscriber profile.TRANSCRIPT
Data Usage
91% successful brands use customer data to drive marketing decisions.
Roadblocks:
39% data is collected too infrequently or not real-time enough.
45% not using data to effectively personalize marketing communications
51% report lack of sharing customer data within their own organization
Marketing ROI in the Era of Big Data, 2012
Disparate Acquisition Sources
Multiple Databases
ESP & Social Partners
Mobile Partner
Site Data POS
Call CenterCommerce Platform
Combating Data Overload
•Most Valuable Data
•Data Wish List
•Leveraging Profile Data
•Utilizing Behavioral Data
Most Valuable Data
Evaluating the Value
Understand the value of each acquisition source and database
Low Medium High
POS SMS .com
Call Center Transactional
Social Network
Data Quality
Low Medium High
Mobile Partner POS Site Data
Commerce Platform
ESP
Leveragability
Ask yourself:
“Will I use this data for __________________?”
Data Usage
Focus on end-use of data:
•Personalization
•Dynamic Content
•Segmentation
•Reporting
Personalization
Populating a database value in an email.
Commonly used data points:
First name, loyalty points values, zip code
Data Sources:
.com, commerce platform, ESP
Data to Collect
Valued Customer
Data to Collect
Dynamic Content
Dynamically populating email content based on a data value.
Commonly used data points:
Gender, purchaser/non-purchaser, loyalty program member, product category (purchased or interest)
Data Sources:
.com, commerce platform, ESP
Data to Collect
Segmentation
Creating mailing groups based on profile or behavioral data.
Commonly used data points:
Gender, purchaser/non-purchaser, loyalty program member, product category (purchased or interest), birthday
Opens and clicks, browsing
Data Sources:
.com, commerce platform, ESP, Site Data
Data to Collect
Reporting
Passing data values intended for reporting purposes only
Commonly used data points:
Customer ID, member number
Data Sources:
ESP, commerce platform
Data to Avoid
Commonly collected and rarely used:
•Middle Name or Initial
•City, State
•Phone Number
•Age (not birth date)
Data Wish List
Automate & Drive Revenue
Must-Have Data Points:
Profile
•Subscription Date
•Birthday
•Product Category Interests
•Zip Code
Behavioral
•Last Open & Click
•Last Order Date
Leveraging Profile Data
Subscription Date
Automated Programs:
•Welcome Series
•Reengagement Campaigns
Subscription Date: Welcome Email
Solution:
• Expanded welcome emails to include browsing CTAs
• 7 day promotion for new subscribers
Results:
• Welcome Emails represent 30% of email marketing revenue
• +$20 AOV over Promotional Messages
• $1.85 Revenue per Email Sent (RPES)
Email 1: Confirm Welcome Confirmation
Email 2: Educate Importance of Using Natural Makeup, Eco-Principles of the Company
Email 3: Promote Getting Started Kit Offer with Top Sellers
Email 4: Expand Social Media Introduction
Email 5: Engage How Herbs Affect Skin – How to Find the Right Product for Your Skin
Email 6: Incent 20% Coupon
Email 7: Share Video – Helpful Tips for Applying Makeup
Email 8: Exchange Makeover Stories
Subscription Date: Welcome Series
Sample Welcome Seriesfor Natural Makeup Online Retailer:
Prospects: Welcome Messages
“The best gear for weekend warriors with masochistic tendencies or year-round mountaineering guides.”
Subscription Date: Welcome Series
Email 1: Day 1
SL: Welcome to Backcountry.com
Subscription Date: Welcome Series
Email 2: Day 5
SL: Saw These Goodies and Thought of You
Subscription Date: Welcome Series
Email 3: Day 10
SL: Get Personal
Subscription Date: Welcome Series
Birthday Messages
•Birthday Emails
• 2x+ Conversion Rate• 12x+ RPES• +20% AOV
• Automation
• Remailing Non-Purchasers 2 days before promo expires
Birthday Messages
Product Category Interests
Product Category Interest
•Dedicated automated message to new subscribers
•Segment incomplete profiles
•+30-40% Conversions
•+15-20% AOV
Zip Code
•Geo-Segmentation
•Store related dynamic content
•Increase engagement
Utilizing Behavioral Data
Create an engagement spectrum
Category Criteria Program IdeasAcquisition Sources
New POS Welcome Series, First Online Purchase Offer, Send from a unique IP address
New Web Welcome Series, Complete Profile
Purchase Activity
4+ Loyalty Programs, SWYN Promotions
2-3 Buyer Related Product Promotions, Offer Testing
1x Buyer
Interaction
Non-Purchasing Clickers
Reminder Emails, Remails, CTA Testing
Non-Clicking Openers
Creative Testing, Offer Testing
Disengaged 30-90 Days
Subject Line Testing, Frequency Testing, Enhanced Promotions, Cross-Channel Offers
Inactive 90+ Days Reengagement Programs, “Make Up or Break Up” Emails
Behavioral Data: Last Open & Last Click
Last Open & Click
Solution:
• 4 message reengagement series• Sent to non-openers for last 20 messages
Results:
• Reengaged 28% of disengaged subscribers• 6% Click-to-Purchase• Message #3 averaged $9 per click
Behavioral Data: Last Open & Last Click
•Message 1: $30 off $100
•Message 2: 20% total order
•Message 3: 20% + Free Shipping
•Message 4: Make up or Break up
Last Order Date
Automated Programs
•Order & Shipping Confirmations
•Post Purchase Series
• Customer Service• Product Review• Upsell & Cross Sell
•Lapsed Purchaser
•Reorder Reminders
Order & Shipping Confirmations
• Transactional
• Do not require opt-in
• Compliancy
• 80/20 Rule
• +20% Conversion Rate when relevant products are included
Order & Shipping Confirmations
Post-Purchase Series
• 16% YoY Revenue increase
• 33% of total email revenue
EmailDay of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon
62
Share Your Thoughts 90
• Not reactivation
• Purchaser Reengagement
• Encourages repeat purchases
• LTO to drive urgency
Lapsed Purchaser
Reorder Reminders
• Based on last order date
• Attribute product specific or product category usage periods
• Trigger messages before product is fully used
• Contacts• Cosmetics• Vitamins / Edibles• Guitar Strings• Oil Changes
Combating Data Overload
• Evaluate Acquisition Sources
• Audit Data Quality
• Focus on Key Data Points
• Implement Data-Drive Automated Programs
