Email+: Moving beyond the basics of data driven marketing

Liz McLemore Senior Manager, Strategic Services

Experian Marketing Services

March 23, 2016

Email+ Moving beyond the basics for data-driven marketing

Andrew Werner Client Partner

Experian Marketing Services

Bringing brands and customers closer together, every time.

Reach the right audiences

Maximize the value of every

customer interaction

Inspire long-term brand

advocacy

Meet the presenters

Liz McLemore Senior Manager, Strategic Services

Andrew Werner Client Partner

#EmailPlus

Place Image

Follow the conversation on Twitter #EmailPlus | @ExperianMkt

Agenda

• Email+ Data

• Email+ Other channels

• Mobile

• Social

• Display

• TV

Introducing Email+ A step-by-step approach to adopting more advanced marketing

1. Start with your strongest channel (Email)

2. Integrate the data and channels that you can already access

3. Become familiar with these new tactics, and expand into new areas when feasible

4. Build a stronger overall marketing program!

#EmailPlus

Email+ Data

More than

79% of U.S. consumers expect personalized

experiences from the brands they shop with

Source: eMarketer

#EmailPlus

Personalized

promo mailings:

41% higher unique click rates

Personalized

triggered emails:

2X the transaction rates

#EmailPlus

Source: AgilOne

40% of respondents spent slightly or

significantly more after seeing a relevant

digital ad or email

#EmailPlus

Source: AgilOne

digital ad or email

>50% felt messages should be relevant

to what they’re interested in or looking to

buy, as well as pertinent to personal taste,

style, age group or location

#EmailPlus

Source: AgilOne

digital ad or email

>50% felt messages should be relevant

to what they’re interested in or looking to

buy, as well as pertinent to personal taste,

style, age group or location

50% received emails from retailers with

irrelevant information

#EmailPlus

The dilemma?

#EmailPlus

But silos exist.

Website

Email SMS

Social

Display

All of that sounds great…

#EmailPlus

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So how does this look in practice?

Subject lines included:

Get it N-O-W! Save 'til 12am...

Get it N-O-W! Save on decor 'til 12am...

Get it N-O-W! Save on pillows 'til 12am...

Get it N-O-W! Save on rugs + curtains 'til 12am...

Get it N-O-W! Save on lighting 'til 12am...

Same creative, different subject line

based on abandon browse data

#EmailPlus

First name or

username Acknowledges

channel

More information

associated with the

event Acknowledges

potential issues with

mobile transactions

#EmailPlus

Better segmentation

► Who they are (e.g. loyalists vs. sale shoppers)

► Engagement (e.g. openers/clickers vs. email inactive)

Context recommendation

► Sale vs. regular price converters – identify and speak to them differently

► Resends to active population – openers/clickers/non-transactors

#EmailPlus

Email: Clicked on sale in navigation bar, or sale item

Website: Clicked or browsed X sale items

Last converted from sale email

Email: Clicked on category/product

Website: Browsed category or product

Two or more conversions from regular priced emails

Challenge: Determine resend strategy for day of week, as well as target audience

Current segmentation: Monday and Thursday deployments, all subscribers

Segmentation recommendation: Targeted audience on Saturday

(openers/clickers/non-transactors of the prior week ~ 10% of their regular volume)

Comparison of Monday/Thursday vs. Saturday:

Revenue

170% Click rate

200% Open rate

320% #EmailPlus

Bonus! Improved

measurement

Customers, not campaigns

► More than opens and clicks

Be your own benchmark

► Move past comparing yourself to the industry

#EmailPlus

Email+ Other channels

Keeping pace with the modern consumer

► Lives across channels

► More demanding

► Experience is key to winning their business

The need for cross-channel marketing

Email+ mobile

Integrating mobile into your email strategy

56% of email opens occur

on mobile devices

Email+ mobile

Source: Experian Marketing Services’ Q4 2015 Email Benchmark Report #EmailPlus

Create a shared calendar

Ensure emails are mobile

optimized

Use responsive design

Integrating mobile with email marketing

1. Mobile optimization

Link customer identities across email, SMS and app

Test and measure customer retention in each

3. Data linkage

Text messages to your email subscribers

Incentivize email subscribers to download your apps

2. Cross-promotion

Use mobile for reactivation, drip and welcome campaigns

Use in-app browse behaviour

Location-based targeting

4. Behavior-based triggers

#EmailPlus

Email+ social media

Integrating social into your email strategy

Consumers play active part in the relationship

• Different brands will have different

social priorities

• Understand the social behavior of

your best customers

Email+ social

#EmailPlus

Add links to social pages in email template

Social sharing buttons with pre-populated posts

Include user generated content in emails

Integrating social with email marketing

1. Social content

Use social advertising data to send targeted follow-up emails

Monetize social behaviour by sending followers an email linking to items they’ve recently liked

3. Social-to-email retargeting

Target subscribers with social ads

Reach out to inactive email subscribers on social

2. Email-to-social retargeting

#EmailPlus

Email+ display advertising

Integrating display into your email strategy

Email+ display advertising

Display is not just an acquisition channel

Anonymous identifier

information

#EmailPlus

Align your campaign messages between email and display advertising

Share messages and cadence information in a shared calendar

Integrating display with email marketing

1. Message alignment

• Use data about mobile email opens to determine who to reach via mobile advertisement inventory

• Reach inactive email subscribers (those who don’t open) within the online display space

3. Behavior-based targeting

• Activate your email list to target subscribers across display

• For acquisition campaigns, use your current email subscriber list as a suppression file to ensure you are only reaching new audiences

2. Email subscriber activation

#EmailPlus

Email+ addressable TV

Integrating display into your email strategy

1. Define audiences

2. Target at the

household level

3. Closed loop reporting

Email+ addressable TV

New opportunities in a traditional channel

#EmailPlus

Email+ Requirements

Helpful to be able to ingest,

engage and measure from

one location

Data quality

• Link customer contact

data across channel &

device

• Work with a partner who

can ensure linkage

process is compliant

Need system in place to

maintain on-going

accuracy across channels

Organizational change

• Create calendar and

message alignment

• Work towards

organizational

integration

Technology

Single customer view

#EmailPlus

Start small. Focus on the data you currently have; work with internal/external partners to utilize other meaningful data.

Cross over. Optimize channels you can already easily access – and take baby steps to integrate others.

Test, test, test. Make sure you’re measuring the impact of these changes to continually optimize

Key takeaways

#EmailPlus

Questions?

More resources:

@ExperianMkt ex.pn/MarketingForwardBlog

1-844-747-1667 ex.pn/contact

Email+: Moving beyond the basics of data driven marketing

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