customer connections: using customer data to improve email relevance & revenues
DESCRIPTION
TRANSCRIPT
Customer Connections:Using Customer Data to
Improve Email Relevance & Revenues
SocialMedia
Category/Brand Interest
ProductInformation Incentives
More Efficient & Effective Marketing• Creates relationships• Drives loyalty & satisfaction• Saves on agency costs• Lets the marketer focus on creative,
messaging, offers• Increases average purchase price• Store/product/brand recommendations
Better Customer Experience• Channel preference/convenience • Ability to easily find Product/brand information• Relevant & timely promotional incentives• Highly personalized communications delivered
more frequently
Connecting to Customers
Three Things To Take Away
1. Customers don’t want more email. They want more relevant email. How can we define “relevancy” for our audience?
2. Communicate on the customer’s timeline and urgency. Learn from ISC’s experience.
3. Where do we go from here? A checklist.
What Hasn’t Killed Email Yet?
Email ROI Puts Stars
In Our Eyes
New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages are marked as “spam.”
Typical Email Marketing Stream
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Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?
Lifecyle‐based Email Marketing
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Welcome! We like you.Hi, are you ready to buy?Thanks for buying!You might also like….Hi, are you ready to buy?Here’s what others like!Please tell us what you like.Hi, are you ready to buy?Cool content you might like.Hi, are you ready to buy?Something special for youAny of your friends like this?
Cross Channel Marketing
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Welcome Email. We like you.TXT: Free taco Tuesday! You in?Hi, are you ready to buy?Thanks for buying!Text in to join our new alert service!Dear Pamela, you might also like….Hi, are you ready to buy?Visit Facebook: What do others like?!TXT: Summer savings deal. Want more savings? Reply back “More.”Cool content you might like.Mobile coupon! Hurry in!Something special for you!Any of your friends like this?
Making ConnectionsRequires Segmentation
Email Marketing is Technology Driven
Wherefore Art Thou Data?Customer Email Call Center
Sales Team Database Online
Email Conversations• Purchase • Upgrade• Download• 90 day anniversary• Chose competitor• Renewal• Event attendance• Event no show • Service call • Start/End Free Trial• Long website visit • Non‐activity
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Data Driven Lifecycle Triggers
• Customized balances without the account statement feel
• Imagery specific to the room the customer has available
• Variable offer components according to the guest’s transactional history
• Events based upon our inventory needs
Advanced Segmentation
Dialog Management and Nurturing
Relevancy is Like Art
What Is Relevant to My Subscribers?Check the data!
Most active source(s) Activity by time of day / day of week / geo Spam complaint / Unsubscribe spikes
Mold the program to “in market” moments New subscribers Recent purchases / downloads / attendees Recently inactive
Focus on Raving Fans Reward Activity Thank Everyone Be Gentle
Utilize Alternate Channels Social, Sales, In Person, Call Center
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It’s all about fans in seats…. Limited opportunities to “Get it Right” Looking for deeper connection with fans
ISC Email Marketing Imperative
CRM Roadmap
ISC 2009-10
ISC 2011-12
HighLifecycle Marketing
Targets customers based on loyalty and expected behaviors
Life‐stage Marketing
Targets a segments based on life experiences
Event triggered Marketing
Communicates in response to customer action
Mass Marketing
Low
Targets broad customer groups with reach and frequency
Low High
ISC 2007
Pre‐Event Emails: Segmenting
Promote Sunday Action
Promote Saturday Action
First Time Tips
Sunday‐only Ticketholders
Saturday‐only TicketholdersProspectsFirst Time
Ticketholders
Season / Weekend
Ticketholders
Upgrade
GOAL: Deliver Relevant Information while Increasing ROI
Pre‐Event Emails
Sunday – Only CustomerOpen: 36%CTO: 31%
Season / Weekend CustomerOpen: 32%CTO: 33%
Pre‐Event Emails
ProspectsOpen: 51%CTO: 47%
Add’l: ADAOpen: 48%CTO: 57%
First Time CustomersPre‐Event Email
Open: 50%CTO: 49%
Open: 46%CTO: 76%
First Time Customer EngagementEmail
Call Center Social Media
Website Race Day
First Time Customers:Social Media
First Time Customers:Race Day
First Time Customers:Race Day ‐ Postagram Application
Testing Opportunities
Subject LinesTimingLayout/FormattingCall To actionButton placementOffer/ContentSegmentsLanding pages!
Goal: Increase subscriber engagement
and increase ROI
“With great power comes
great responsibility.”- Uncle Ben
Email Dialog Checklist Just get started! Establish a baseline for results Identify 2‐3 key data attributes that speak to customer experience Start with a small test Forecast the success across all efforts Make a business case for improving relevancy Recruit internal champions (& external support) Set your own milestones & measurements Embark on Proof of Concept stage Celebrate results Expand to other business units/message types Reset expectations and baselines Land & expand Keep testing for higher ROI
[email protected] or @StephanieSAM
Marketers Must Be Change Agents!
http://www.aprimo.com/revolution/
