making meaningful reader connections...making meaningful reader connections define, build, and use...
TRANSCRIPT
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MAKING MEANINGFUL READER CONNECTIONSDefine, Build, and Use Consumer Data
Suzie SisolerSenior Director, Consumer Engagement
Penguin Random House
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Connecting with Readers
Take advantage of the many touch points and marketing channels to learn about and have a direct relationship with consumers.
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Connecting with Readers
.com Social Email Commerce CRM– Repeat/Unique
Visitors– Marketing Codes– Popular Pages
Data
Sample Use
– Counts (Likes/Followers)
– Demographics– Engagement
– Unique Identifier– Preferences– Engagement
– First-time v. Repeat Customers
– (Affiliate) Retailer Preferences
– Track, measure campaigns
– Manage database– Identify engaged
consumers
– Display content based on cookies
– Align content w/core demographic
– Send special emails based on previous response
– Adjust weight of ‘buy’ selection on book page
– Tailored marketing campaign to repeat customers subscribed to newsletter
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Email is the foundation…
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– Enables direct and cross-channel marketing efforts
– Connects consumer data points
Email address and permission for email communications provides a foot in the door, creating the opportunity for deeper engagement with readers.
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DEFINING APPROACHStrategic vision and program development for a direct relationship with readers
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Consumer Engagement Goals
What are the overarching goals for developing a more direct relationship with readers?
The value assigned to various ideas will shape the strategic vision.
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− Direct marketing− Conversion to sales− Knowledge− Cross-channel marketing− One-to-one marketing− Marketing platform− Bullet on marketing sheet− Marketing scale− Richer consumer profiles
Consumer Engagement Goals
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Email Marketing Program DevelopmentWhat is the goal for developing an email marketing program? How best to align email marketing goals within the larger, strategic direct-to-consumer marketing vision?
The answers should shape the approach to list development.
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List Development ApproachesNewsletter Specific
− Consumer grants permission for a specific list/newsletter
− Decentralized− Imprints, departments
or verticals manage lists− No ‘global’ marketing
permission
Preference-based− Consumer grants
permission for email marketing
− Preferences associated with email
− Centralized program
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Acquisition Approaches
Opt-In− Explicit consent− Requirement of some
ESPs− Considered best-practice
Opt-Out− Implicit consent
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BUILDING A CONSUMER DATABASE Information collection, storage, working with an ESP
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Legal Coverage
Work with legal to ensure Privacy Policy and Terms of Use align with short and long-term goals for the collection and use of consumer data.
Develop a good, working relationship with legal—be allies, not adversaries.
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Consumer Provided Information
What consumer information should be collected at sign-up or registration?
Should information be optional or required? Will information be used, or just nice to have?
Are there any risks/issues with collecting specific data?
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− Email address− Reading preferences− Zip code− DOB− City/ State− Physical address− Phone / Mobile− Survey data− Demographic data
Consumer Provided Information
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Additional Data Points
Storing additional data, beyond what consumer directly provides, enriches the database and provides additional methods for targeting and segmentation.
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− Marketing Campaign / Tracking code− Initial sign-up date− Subscription date− Data appends (demographic, behavioral)
Additional Data Points
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Storing Consumer DataWork with technical team or developers to find optimal solution for storing consumer data that aligns with short and mid-term consumer engagement goals.
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– Database structure – ESP
− Subscription management; data storage− Good option if in-house resources limited
− Store consumer data internally− Requires in-house resources to create and
manage database− Work with ESP using APIs
Storing Consumer Data
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Working with an ESPEmail service providers are experts in managing the deployment of email campaigns, handle white listing, and can provide robust tools for segmentation, targeting, and testing.
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– Considerations– Current needs– Estimated monthly sends– Acquisition and list strategy– Short and mid-term plans for email
program− Email vendors include: Mailchimp, Silverpop,
CheetahMail, Responsys, ExactTarget
Working with an ESP
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Acquiring Opt-Ins
Align digital marketing efforts with consumer engagement goals.
Make consumer data acquisition a priority.
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− Low-hanging fruit − Optimize sign-up process− New opportunities− Campaigns with sign-up CTA− Cross-marketing on other channels
Acquiring Opt-Ins
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USING CONSUMER DATADeveloping and deploying campaigns
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Email Campaigns: Types of Messages
– Scheduled, manually deployed– Time-based: daily, weekly, monthly
– Promotion specific− Automated
− Welcome messages− Transactional
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Email Campaign Analysis
– Monitor response to each email deployed – Key metrics: delivery, bounce, open, click,
click-to-open/responder, unsub– Engagement metrics– Conversion metrics
– Develop benchmarks
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Targeted MarketingUse knowledge about individual consumers or segments of consumers to deliver tailored, targeted promotions.
− Email campaigns− .com / site promotions− Social promotions
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Optimize Marketing Messages
Test marketing messages and campaigns prior to full roll-out
− A/B testing− Segmentation
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Reporting− Track and measure campaigns across
channels− Discover what works, what doesn’t
− Identify and ‘reward’ most engaged consumers
− Share knowledge internally− Develop best practices− Reinforce importance of direct marketing
efforts