© 2019 eMarketer Inc.
Webinar: Beyond Clicks—The Email Marketer’s
Role to Build Meaningful Metrics for the CMO
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June 25, 2019
Tech-Talk Webinar
Douglas Clark
Global Director, Public Relations
eMarketer
PRESENTER MODERATOR
Kara Trivunovic
SVP, Digital Solutions
Epsilon
Presented by
PRESENTER
Shar VanBoskirk
VP, Principal Analyst
Forrester
2 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
The Email Marketer’s Role to Build
Meaningful Metrics for the CMO
Presented by:
Kara Trivunovic, SVP, Digital Solutions, Epsilon
Guest Speaker, Shar VanBoskirk, VP, Principal
Analyst, Forrester
BEYOND CLICKS
3 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.3 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
The Journey Of Email Marketing
”Hi, First Name,>”
EARLY DAYS
OF EMAIL
<“Hi First Name!”>
ERA OF
INCREASING
PERSONALIZATION
Adding
recommendations:
“People who bought
this also bought…”
THE MODERN ERA OF
HYPER-PERSONALIZATION
1:YOU
Artificial Intelligence (AI)
enables marketers to engage
with every individual
customer in a personalized
and meaningful manner
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All names and logos are trademarks or registered trademarks of their respective owners.4
Personalization Challenges
Real-time DecisioningHow long does it take to arrive
at the right decision? Too long!
Creating & Managing ContentAre your customers segments?
Or are they individuals?
Holistic Measurement If you don't know what it means,
what have you really learned?
Channel Alignment & Optimization Okay so you've figured out what to say
and when. Just one more...where?
Aligning & Activating DataData is everywhere, and it's messy
5 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
EMAIL DRIVES
PERSONALIZATION,
LEADING TO
ENGAGEMENT
Purchase
Behavior
Propensity
and Intent
PsychographicDemographic
and Lifestyle
Health and
Wellness
Finances
and Wealth
Who
she is
What
she buysWhat she
cares about
First party data
Psychographic Devices Sites they like
Product
file
Third party data
Shopping
preferences
Geographic Demographic
Customer Transactions Email/web
interactions
Capturing & Cultivating Diverse Data to Drive Relevant Insights
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CMOs have more on their plates than ever before
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Marketing has to assume different responsibilities
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.8
HOW BRANDS
ARE MEASURING
TODAY
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All names and logos are trademarks or registered trademarks of their respective owners.9
Challenge
• As an icon of modern luxury and personal
style, Coach wanted to deepen their
customer relationships.
• They wanted a test to see if email
personalization would improve customer
connections and re-engage consumers.
SPECIFIC METRICS
OF INTEREST INCLUDED:
• Open Rates
• Click Through Rates
• Average Order Value (AOV)
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All names and logos are trademarks or registered trademarks of their respective owners.10
Coach Strengthens Customer Connections with Personalized Emails
3.7%Lift in overall AOV
4.1%Lift in in-store AOV
Delivered personalized
messaging, including
subject line and
pre-header text
11 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.11 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
Personalization
Based on Spending Habits
Luxury
Trendsetter
Cost-conscious
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All names and logos are trademarks or registered trademarks of their respective owners.© 2019 FORRESTER. REPRODUCTION PROHIBITED
It’s not enough to measure just email response rates
13 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.© 2019 FORRESTER. REPRODUCTION PROHIBITED
There are three dimensions to measuring customer engagement
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• Conduct a cause and effect analysis to tie engagement to business outcomes.
• Place engagement in context of particular points in the customer journey.
• Work with partners to identify engagement metrics.
• Count also the efficiency gain that marketing efforts create.
Don’t measure engagement in a vacuum
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.15
TOMORROW
IS POSSIBLE
TODAY
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.15
16 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.16 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
Getting Started
Align measurements of success
to your email metrics
3 THINGS
YOU CAN
START DOING
RIGHT NOW
Partner across the organization to identify
value in measuring customer engagement
Define gaps in the migrating from email
engagement to customer engagement
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.17
1:1 1:YOU
18 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
Thanks for joining us
for today’s Tech Talk!
If you would like to see where you are at in
the email personalization journey and
tips to get to the next stage from Epsilon,
take our 5-question quiz:
https://explore.epsilon.com/getpersonal
18 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
© 2019 eMarketer Inc.
Webinar: Beyond Clicks—The Email Marketer’s Role to Build Meaningful
Metrics for the CMO
You’ll receive an email to view the slides and full recording from today’s presentation.
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ways digital is transforming media, marketing, business and even life. Tune in at emarketer.com/podcast
June 25, 2019
Tech-Talk WebinarQ&A Session
Douglas Clark
Global Director of Public Relations
eMarketer
PRESENTER MODERATOR
Kara Trivunovic
SVP, Digital Solutions
Epsilon
Presented by
PRESENTER
Shar VanBoskirk
VP, Principal Analyst
Forrester