lifecycle marketing parenting com silverpop sherpa
DESCRIPTION
Session at Email Sherpa 2010 conference on basing a lifecycle email marketing program on the actual lifecycle of your customer/subscriber. Includes case study from Parenting.com/Bonnier.TRANSCRIPT
Baby Oh Baby! Lifecycle Marketing That Starts at the Zygote Stage
January 21, 2010
Speakers• Rachel Fishman Feddersen
– Editor-in-Chief, Parenting.com
• Heather Vessey– Email Marketing Senior Manager, Bonnier Corp
• Loren McDonald– VP, Industry Relations, Silverpop
Agenda
• Lifecycle Marketing Overview/Background
• Examples
• Parenting.com Case Study
Lifecycle marketing is
fundamentally about…
Right Message
at the
Right Time
Timing is subscriber / customer based…
Not marketer centric
Data as Foundation
Explicit Data
Implicit Data
Automation and Rule sets as the Enablers
Why Lifecycle Marketing?
Batch and Blast is the Past
Hope is Not a Strategy
Key Trends Driving
the Need to Change…
Overloaded Inbox
Channels Are Exploding
Email Needs to be a Conversation
Consumers Have More Choices
Higher Expectations From Marketers
Irrelevant vs Relevant
And Lifecycle Delivers a Better ROI
Examples
Lifecycle Stages
Lifecycle can be:
Consumer stageRelationship stage
Or both
Welcome - Incentive
Welcome – Getting Started
Post Purchase – Pre Use
Post Experience – Repeat Purchase
Happy Birthday
48% lift Click through rate
129% lift in Net Conversion rate
10.4% of the total revenue from email marketing
While representing only 2.7% of the total email volume
Source: Diapers.com
Cart Abandonment
Thank You• 60% Open Rate
• Nearly 3X avg
• 60% higher conversion rate than overall average
Source: Fabric.com
Parenting.com Case Study
Parenting.com: Who we areThe digital sibling in The Parenting Group family
• Digital Award Nominations
– MPA: 1st Place Best Web-Only Tool (Child Health Guide)
– ASME: Nominated for General Excellence Online
• Partnerships & Buzz– Regularly featured on CNN.com,
Yahoo Shine and The Weather Channel
– PTA Partnership: Reflections Gallery
– Mom Congress: Moms Making a Difference
What’s New at Parenting.com
Partnerships & Buzz
Morning Show Partnerships
Digital Award Nominations
• Timely & Seasonal Content– Launch of Model Search – Launch of two new blogs:
• The Split• Family Budget Boot Camp
– Toys of the Year– Holiday Hints Newsletter
What’s New at Parenting.com
Partnerships & Buzz
Growing and gaining momentum –with newsletters an integral part of the growth strategy
Parenting.com Monthy Unique Visitors
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Feb2008
Mar2008
Apr2008
May2008
J un2008
J ul2008
Aug2008
Sep2008
Oct2008
Nov2008
Dec2008
J an2009
Feb2009
Mar2009
Apr2009
May2009
J un2009
J ul2009
Aug2009
Sep2009
Oct2009
Nov2009(est)
Relaunch
Source: Omniture
Holiday Newsletter
Daily Pregnancy Planner
Trying to Conceive
Parenting.com readersOur visitors are moms or moms-to be.
Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents)
91% have at least one child in the HH with an
average age of 2
80% are married
49% graduated college
Median age 31 36% quit working to be a stay-at-
home mom
Of those that work, 80% work outside their home while 20% work at home full time or sometimes
On average 55% visit Parenting.com once a
week or more15% are currently expecting a child
They travel a path we know well
The Mom Stages:
Concentration The Early Years
Anticipation Pregnancy
Conception Getting Pregnant
Integration The PreSchool Years
The NewslettersConcentration
The Early YearsAnticipation
PregnancyConception Getting Pregnant
Integration The PreSchool Years
Weekly: Trying to Conceive
Daily Pregnancy Planner: Babygram
Weekly: Ages & Stages
Goals of the Life Cycle Campaigns
Content relevant to life stage
Increased open/CT rates and page views
Scalable template and date logic
Trying to Conceive
Daily Pregnancy Planner
Daily Pregnancy Planner: Welcome Email
Open Rate: - 51.66% CTOR: - 49.66%
Daily Pregnancy Planner: Week 20, Day 3
Automatic sweep from last DPP template into first template of Ages and Stages based on due date
Ages and Stages
• Due date and source are taken from DPP to start the campaign• Campaign closes out at 24 months of age
Visual and Text-Based Clues
Open & CTRs for Lifecycle Campaigns
3 Keys
Capture & Leverage the Data
Engage With Customers
Automate & Optimize
Contact InformationHeather Vessey• [email protected]
Rachel Fishman • [email protected]• http://www.facebook.com/Parenting• Twitter: @parenting
Loren McDonald• [email protected]• Twitter: @lorenmcdonald and @Silverpop• Presentations: www.slideshare.net/silverpop