Download - Automated eMarketing
Automated eMarketing: Getting the Tactical Execution Automated So You Can Focus on the StrategyThursday, January 21, 2010
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Webcast “Housekeeping”
• Ask questions throughout the presentation using the “Questions” button at the top of the screen
• All questions will be answered at the end of the presentation
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• 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 Presenters
• Marci Hower – 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 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.
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Automated eMarketingGetting the Tactical Execution Automated So You Can Focus on the Strategy
• Why automate?• What to automate?• How to automate• Automation in practice…
Why Automate?
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Top email marketing challenges
MarketingSherpa 2010 Email Benchmark Report
Why Automate?
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• 89% of retailers cited email is the most mentioned successful tactic overall.- Forrester Research and Shop.org "Retailing Online 2009: Marketing Report' (2009)
• 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 marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008)
Why Automate?
• Improve customer service• 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 messages
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• Why automate?• What to automate?• How to automate• Automation in practice…
Automated eMarketingGetting the Tactical Execution Automated So You Can Focus on the Strategy
On-boarding messages
Welcome message
Confirmation message
Birthday greeting
Transactional messages
Change Notices
Available now notices
Billing/Payment notices
Return notices Bonus notice
Customer service messages
Failure notices
Information posting noticesInformation request response
Meeting confirmationsProfile update notifications
Recommendations from friends
Registration information
Account information
Shipment notificationsSocial networking updates
Status notifications
Acknowledgement email
Announcements
Service notifications
Anniversary
Lapsed activity
Cross-sell messages
Post purchase messages
Shopping cart abandonment
Profile update notifications
Shopping cart abandonment
Web page behavior
Web page behaviorProfile viewed alert
Download alert
Membership anniversary Friend requestProfile viewed Topic alertMembership guides Target reachedLack of activity touch point Win-back alert
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?
• Start small, automate and measure
You don’t need a complicated system to boost the bottom line
– Low hanging fruit– Easy to implement– Simple arbitration– Simple measurement
What to Automate?
• Know your audience– Demographics– Attitudes– Behavior– Financial– Segmentation
• Brainstorm Triggers– Life Stage Triggers– Life Cycle Triggers– Transactional Triggers– Customer Initiated Triggers– External Triggers
What to Automate?
• Develop a business case– Conversion rate projections– Financial projections– Align with organizational objectives and system capabilities– Addresses current customer life-cycle, purchase cycle or business
needs– Do not duplicate existing marketing programs– Define trigger qualification criteria and size audience
• 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.com
Case Study: SmartBargain.com
Case Study: SmartBargain.com
Case Study: Realtor.com
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Case Study: Realtor.com
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• Why automate?• What to automate?• How to automate• Automation in practice…
Automated eMarketingGetting the Tactical Execution Automated So You Can Focus on the Strategy
How to Automate?
Integration.Automation.Optimization.
How to Automate? Integration
• Marketing Messages– 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 provider– Others?
How to Automate? Automation
• Finalize triggers• 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 programs– Supports business case– Design trigger performance reports and develop code to automate– ROI calculations
• 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
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• Why automate?• What to automate?• How to automate• Automation in practice…
Automated eMarketingGetting the Tactical Execution Automated So You Can Focus on the Strategy
Case Study: Midas
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Case Study: Midas
• Started small, low hanging fruit• Continually evaluating and growing programs• Analyzed audience• Developed a business case• Integrated with current marketing programs• Combined recommended triggers with budget,
offers/messages and channel• Integrated data sources and platforms
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Midas triggers
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ATOM℠ -- Automated, Triggered-Opportunity Marketing
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ATOM manages trigger identification and optimization process
ATOM process
Objectives & strategiesdrive trigger decisionsObjectives & strategiesdrive trigger decisions
Trigger opportunities delivered through multiple channels
Trigger opportunities delivered through multiple channels
Alternative trigger types
Alternative trigger types
Marketing & retention opportunities are generated
Marketing & retention opportunities are generated
Opportunity arbitration matches best
offer/channel to customer
Opportunity arbitration matches best
offer/channel to customer
Tracking at trigger & program level
Tracking at trigger & program level
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Case Study: Midas
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Purchase TriggerConveys Midas brandCoupon print-outClear call to action
Personalized • Name• Store• Store manager • Date
Dynamic Content:• Coupon• Service
Case Study: Midas
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FSM TriggerConveys Midas brandCoupon print-outClear call to action
Personalized • Name• Car Make• Mileage• Store • Date
Dynamic Content:• Coupon• Recommended Services
eCRM Deployment Process
Midas eCRM Process BEFORE Automation:
– Individual list loads took several hours
– Creative was paste HTML and did not allow for dynamic content
– Limited manual communication between CRM database and Exact Target for contact history
– No Tracking data was getting communicated to the CRM database from Exact Target
– Opt-outs were updated monthly
Midas eCRM Process AFTER Automation:
– Data Extension Import and filters now take minutes
– Creative was updated to allow for dynamic content rules, making communications more relevant to the recipient
– Consistent communication between CRM database and Exact Target for contact history
– Tracking data is now imported into CRM database, allowing closed-loop reporting
– Opt-outs are managed daily
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eCRM Metrics Comparison
Before Automation Delivery Rate: 90.8%Open Rate: 17.0%Click-through Rate: 1.6%(note emails do not have many reasons for clicking)
Conversions: UnknownConversion Rate: Unknown
After Automation 4/09-9/09Delivery Rate: 94.2%Open Rate: 23.9%Click-through Rate: 1.9% (note emails do not have many reasons for clicking)
Conversion Rate: 19.6%Higher ticket items through
online channel
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Other Metrics Marketing Webinars
• Next Webinar: The Value of Eye Tracking SoftwareFebruary 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:Automated Triggered Opportunity MarketingPresenter: Todd ThompsonBrightTalk: http://www.brighttalk.com/webcasts/7621/play
Landing Page OptimizationPresenter: Cathy ZapataBrightTalk: http://www.brighttalk.com/webcasts/7618/play
Customer Conversion OptimizationPresenter: Mike KihalekBrightTalk: http://www.brighttalk.com/webcasts/7622/play
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Questions?
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Contact Information
Marci Hower, VP Interactive Services440-471-6017 or 877-332-9222 X117
Marci Hower, VP Interactive Services440-471-6017 or 877-332-9222 X117