state of email marketing going beyond cross channel
TRANSCRIPT
The State of Email Marketing
March 29, 2012
Presented by:
Julie Anne Reda
Going Beyond Cross-Channel
What You Will Learn
• The state of email marketing
• Defining cross-channel analytics for your business
• Ensuring the right data foundation
• Using the right analytics for the right stage
• Three critical factors to take you program beyond cross-channel
– Segmentation
– Cadence
– Content Optimization
• Beyond opens and clicks
– Creating a lasting relationship over the customer lifecycle.
• Q&A
THE STATE OF CROSS-CHANNEL
Spending in Cross-Channel Continues to Grow
Source: Forrester Research Inc; US Interactive Marketing Forecast, 2011 To 2016; August 2011
But So is Spending in Analytics…
81% of CMOs plan to increase the use of customer analytics
over the next 3 to 5 years IBM Survey of 1,700 CMOs
Most Email Marketers Find it Difficult to Get to
Data
Source: Marketing Sherpa 2012 Email Benchmark Report
Let Alone Take It to the Next Level.
Source: BRITE and NYAMA,
Marketing ROI in the Era of Big
Data, Mar 2012
68% of marketers do not have a method for quantifying the
ROI from email marketing programs
MarketingSherpa, 2012 Email Marketing Benchmark Report,
Consumers are Demanding Better Interactions from Marketers
46% of consumers said they would value a brand or retailer more if it
remembered their buying and browsing behavior across all channels
E-tailing Group and Mybuys, Closing the Cross-Channel Gap, June 2011
Beyond Cross-Channel Means Better Data ->
Better Action -> Better Interactions
DEFINING CROSS-CHANNEL ANALYTICS
GOALS FOR YOUR BUSINESS
Decide What is Your Core C-Level Goal – and
Work Down.
Example: Increase Margin
· Increase effectiveness of marketing programs
· Increase Lifetime Customer Value
· Increase re-activation of subscriber
database
· Increase re-purchase conversion
· What content/offers are best at
re-activation?
· Does timing impact re-activation?
· Can I predict re-purchase behavior if
I have the right data?
Business
KPI
Marketing
KPI
Cross-Channel
KPI
Define Insights and Questions that
would Delver Results
Then Establish a Framework for Cross-Channel
Data-Driven Success
Strategy Metrics People Technology
· What insights do we
need to accomplish
goals?
· What KPIs will lead to
insights?
· What are the levers?
· What are the existing
interactions now?
· Do they work?
· What divisions,
agencies and partners
are critical connection
points?
· Do I have the right
people to get insights
from data?
· Are the right people
connected to the
technologies so they
can take action?
· Do I have the right
data to get meaningful
insights across
channels?
· What don’t I know
about my subscribers
that I need to
accomplish my
business goals?
· What’s needed to get
insights to make
interactions more
meaningful?
· Is the technology
measuring different
levels of success
across channels and
mapping up to larger
organizational goals?
Ensure the Right Foundation for Data that
Leads to Insight
INSIGHT
Competitive
Intelligence
Customer
Intelligence
Multi-Channel
Testing & Analysis
Customer data > goals
Multi-Channel
Data Streams
And Avoid
Common
Pitfalls
• Establish a single
customer identifier
across channels
• Ensure integration best
practices
• You’ll need more than
data to get the insights
• Not all customers have
the same needs
Use the Right Analytics at the Right Stage
Moving to a Customer-based Marketing Model Data and Intelligence
•Segmentation
•Scoring
•Predictive
Profiling
• Response
Probability
Messaging
•Opt-in
Management
•Propensity
•Messaging
Model
•Segmentation
and optimization
Cadence
•Offer Mgmt
•Multivariate
testing
•Contact
Optimization
•Next-best
action model
•In Market
Timing (Time of
Day/Day of
Week,
Seasonality)
•Channel
Coordination
Loyalty
•Cross-
Sell/Upsell
•Churn Models
•Systemic
scheduled
messaging
•Results
measurement
Advocacy
•Life-time
Value Models
•Win-back
strategies
•Influencer
Scoring
•Engagement
Scoring
•Sentiment
Scoring
Segmentation – Taking it to
the Next Level
• Create audience personas
• Use these personas and segmentation to
inform:
– Creative
– Message strategy
– Offer strategy
– Channel
• Perform campaign performance analysis
for each segment
Cadence – The Right Message, the Right
Channel, the Right Time
• Analyze what your
customers want
• Look at cadence of
time, location, and
channel
• Make programmatic
adjustments
Source: ShopSavvy
Content Optimization – Why You Need to Go
Beyond A/B
1. Test Design
2.
Segmentation
Selection
3. Test
Execution
4.
Measurement
& Analysis
5. Insight
6. Program
Execution
Beyond Opens and Clicks Map Your Work to Larger Marketing Objectives
· Example: increase margin
· Increase effectiveness of marketing programs
· Increase lifetime customer value
· Decrease attrition
· Increase re-activation of subscriber
database
· Increase re-purchase conversion
· Mapped subscriber activity to
conversion metrics by segment
· Look beyond open and clicks to
purchases, downloads, coupon
redemptions, form completions and
social share / influence
Business
KPI
Marketing
KPI
Cross-Channel
KPI
Define Insights and Questions that
would Delver Results
Key Take-aways:
• Email is the tether that ties customers experiences across channels
• Cross-channel analytics needs to be driven by business goals
• The next stage of segmentation is rich audience profiling combined with rich
multivariate testing.
• Create one primary key
to identify users
• Develop disciplined data
practices.
• Use analytics to align
your program with
business goals.
• Employ cadence to
interact
• Test – Test – Test
• Move beyond opens and
clicks
Things to Do Today
Thank you!