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Email Customer Lifecycle
Connect with the DMAhellip
bull The tag for this event is dmaemail
bull LinkedIn DMA Direct Marketing Association (UK) Limited
bull Twitter DMA_UK DMANorth
bull DMA Website httpwwwdmaorguk
bull Email dmadmaorguk or eventsdmaorguk
bull Phone 020 7291 3300 or 0161 918 6722
Todayrsquos agenda
bull 1330 ndash 1400 Registration and Coffeebull 1400 ndash 1410 Welcome and Introductionbull 1410 ndash 1440 Grow your lists Kieran Shanahan DMRIbull 1440 ndash 1510 Convert those lists Stefan Elliot Six Serving Menbull 1510 ndash 1540 Refreshment Breakbull 1540 ndash 1610 Engage your customers Andrew Campbell
2020 Dialoguebull 1610 ndash 1640 Win them back James Bunting
Communicator Corpbull 1640 ndash 1700 Panel Debate and Close
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List GrowthPresented By Kieran Shanahan
wwwdmricouk
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Content bull Optimising your sign up page bull How to encourage the right people to sign up bull Maximising off line Social media content sites etcbull White labels and Content bull Using 3 parties to Grow Your Lists
bull Data Validation and Appendbull List rental bull Lead generation
bull Foundations for List Growthndash
CDI and MDMbull Summary
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Optimising your sign up page
bull What was the last thing you signed up for and why
bull Has your own website got appeal
bull What information are you asking for and why
bull Is it clear what you are signing up for
bull Are expectations managed
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Connect with the DMAhellip
bull The tag for this event is dmaemail
bull LinkedIn DMA Direct Marketing Association (UK) Limited
bull Twitter DMA_UK DMANorth
bull DMA Website httpwwwdmaorguk
bull Email dmadmaorguk or eventsdmaorguk
bull Phone 020 7291 3300 or 0161 918 6722
Todayrsquos agenda
bull 1330 ndash 1400 Registration and Coffeebull 1400 ndash 1410 Welcome and Introductionbull 1410 ndash 1440 Grow your lists Kieran Shanahan DMRIbull 1440 ndash 1510 Convert those lists Stefan Elliot Six Serving Menbull 1510 ndash 1540 Refreshment Breakbull 1540 ndash 1610 Engage your customers Andrew Campbell
2020 Dialoguebull 1610 ndash 1640 Win them back James Bunting
Communicator Corpbull 1640 ndash 1700 Panel Debate and Close
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List GrowthPresented By Kieran Shanahan
wwwdmricouk
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Content bull Optimising your sign up page bull How to encourage the right people to sign up bull Maximising off line Social media content sites etcbull White labels and Content bull Using 3 parties to Grow Your Lists
bull Data Validation and Appendbull List rental bull Lead generation
bull Foundations for List Growthndash
CDI and MDMbull Summary
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Optimising your sign up page
bull What was the last thing you signed up for and why
bull Has your own website got appeal
bull What information are you asking for and why
bull Is it clear what you are signing up for
bull Are expectations managed
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Todayrsquos agenda
bull 1330 ndash 1400 Registration and Coffeebull 1400 ndash 1410 Welcome and Introductionbull 1410 ndash 1440 Grow your lists Kieran Shanahan DMRIbull 1440 ndash 1510 Convert those lists Stefan Elliot Six Serving Menbull 1510 ndash 1540 Refreshment Breakbull 1540 ndash 1610 Engage your customers Andrew Campbell
2020 Dialoguebull 1610 ndash 1640 Win them back James Bunting
Communicator Corpbull 1640 ndash 1700 Panel Debate and Close
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List GrowthPresented By Kieran Shanahan
wwwdmricouk
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Content bull Optimising your sign up page bull How to encourage the right people to sign up bull Maximising off line Social media content sites etcbull White labels and Content bull Using 3 parties to Grow Your Lists
bull Data Validation and Appendbull List rental bull Lead generation
bull Foundations for List Growthndash
CDI and MDMbull Summary
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Optimising your sign up page
bull What was the last thing you signed up for and why
bull Has your own website got appeal
bull What information are you asking for and why
bull Is it clear what you are signing up for
bull Are expectations managed
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List GrowthPresented By Kieran Shanahan
wwwdmricouk
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Content bull Optimising your sign up page bull How to encourage the right people to sign up bull Maximising off line Social media content sites etcbull White labels and Content bull Using 3 parties to Grow Your Lists
bull Data Validation and Appendbull List rental bull Lead generation
bull Foundations for List Growthndash
CDI and MDMbull Summary
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Optimising your sign up page
bull What was the last thing you signed up for and why
bull Has your own website got appeal
bull What information are you asking for and why
bull Is it clear what you are signing up for
bull Are expectations managed
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
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6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
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B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Content bull Optimising your sign up page bull How to encourage the right people to sign up bull Maximising off line Social media content sites etcbull White labels and Content bull Using 3 parties to Grow Your Lists
bull Data Validation and Appendbull List rental bull Lead generation
bull Foundations for List Growthndash
CDI and MDMbull Summary
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Optimising your sign up page
bull What was the last thing you signed up for and why
bull Has your own website got appeal
bull What information are you asking for and why
bull Is it clear what you are signing up for
bull Are expectations managed
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Optimising your sign up page
bull What was the last thing you signed up for and why
bull Has your own website got appeal
bull What information are you asking for and why
bull Is it clear what you are signing up for
bull Are expectations managed
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
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6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
What sort of sign up will work for you
HelloWant to sign in
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull Have multiple places to sign up
bull Direct traffic from high traffic areas and Social Networks
bull Explain what they are signing up for
bull Explain what will happen
bull If you need anything more than email and name explain
why
bull Make it simple and sell the benefits
How to encourage people on your site to sign up
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Case Study‐
Win4now on Experimently
Control
Variation 2
ResultsAdding a simple graphic
in the header of landing
pages rendered a 31
increase in sign‐ups at a
confidence level of 86
(This later rose to 95 after an
further 2 week test)
Good Further Examples on
httpwhichtestwoncom
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
And Finallyhellip Configure Analytics and AdWords goals for Registrations Optimise
campaigns for thishellip
More Info See Occamrsquos Razor
by Avinash Kaushikhttpwwwkaus
hiknetavinash
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Social Media and Offline Collect sign ups to your company at all
opportunities
bull In Store bull Telephone bull Postal bull Facebook (eg Wildfire)bull Twitter
Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
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6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
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EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White labels and Content White labels can be used to provide content for your website which will
encourage your visitors to register
The user is already on your website so has identified themselves
as someone
who has potential to engage with you However in order to register they need
an additional reason to part with their details
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
White label ndash Case Study ndash Now Magazine Now Magazine wanted to increase the
number of registrations
bull DMR integrated the instant win mechanism
across the site running a number of content
related competitions
bull In the first month 8000 additional
registrations from their own users
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
List Growth using 3rd Parties
1) Database enhancementA number of industry suppliers hold up‐to‐date and sophisticated software to enhanceyour existing data
(i) Data Validation‐
Experian QAS and GB Groups example Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time
(ii) Data Appending ndash
Several companies offer services to append missingincorrectly collected incomplete or out of date records with correct updated records
PLUG PLUG PLUG DMRi data pools derived from motoring insurance and
lifestyle sources totalling ~60million records
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
2) 3rd
Party Lead Generation bull This is when another company collects leads on your behalf
bull Many different approaches to lead generation
bull This data is unlikely to convert at the same rate as data collected on your own site but when done correctly can add additional valuable members
bull Keep in mind ROI High volumes of people on your list are only any use if they are the right people and actually want to hear
from you
bullOnly pay for data fields you are going to use
bull Test Monitor Test Monitor Test Monitor
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
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Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Examples of Online Lead Generation
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
bull 3rd
Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list
bull There are two main types of list rental
1Where you send the email and the email comes from you
2Where the company who owns the data sends the email but the majority of
the email message is promoting your company
3) 3rd
Party List Rental
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
3rd
Party List Rental cont
bull When 3rd
Party List rental can workbull When 3rd
Party List rental will not work
What to consider when considering 3rd
party list
rental + Price + Age + How often is it emailed+ Compatibility + Test
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Foundations of Growing your Database CDI amp MDM
Customer Data Integration (CDI)‐
Establishing a standard process format for each
version of a customer record to be integrated into your database
Master Data Management (MDM) ndashA set of data governance standards processes
and metrics to ensure that databases are maintained
Conducting a Data Audit‐
Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency and maximise data return and
minimise opportunity cost
(Barclays est annual pound10million marketing savings in targeting and pound11 million maintenance from enterprise data and
warehousing‐
Effective IT Report (Information Age 2005))
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Summary bull Make sure you have maximised all internal options first and audited your data capture processes
bull Engage with your existing database and find out what triggered them to sign up and use this
information to make improvements
bull Give people a reason to sign up
bull Tell people what you are going to do and do it
bull Make it clear that people can unsubscribe easily
bull Use other touch points to collect email
bull Once internal options have been maximised consider 3rd
party options chose wisely ask lots of
questions test monitor and re‐monitor
bull Review regularly
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
DMRi LtdWest Mount 463 Glossop Road Sheffield S10 2QP Tel 01142815760Data Media and Research Ltd is registered in England and Wales with Company No 3127601 VAT no GB 825 5009 43 Data Protection Act 1998 ref Z4579096 |Member of the Direct Marketing Association
Thank you for listeninghellip
For Further reading please download the DMA white paper on3rd
party List Rental and Data
Capture
Kieran ShanahanMarketing amp Partnerships Manager
kierandmricouk0114 2815760
Sara WattsDirector
saradmricouk0114 2815760
About DMRi
Data Media amp Research Ltd have been at theforefront of digital marketing since the companywas established in 1995
Members of the Direct Marketing Associationsince 2002 ‐with representation on the Email Marketing Council and Legal and BestPractice Hub‐DMR proudly promotes and standsfor best industry practices in online datamarketing
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
6smcouk SixServingMen
Card playing Monkeys Dogs amp Bruce Forsyth
Stefan Elliottstefelliott6smcoukSixServingMenStef_Elliott
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 23
Charlene Li amp Josh BernoffGroundswell Authors
We are all learning here ndash the best listeners will end up the smartest
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 24
I keep six honest serving men they taught me all
I knew Their names are
What amp Why amp When and
How amp Where amp Who
Confidential
SIX SERVING MEN
RUDYARD KIPLINGRUDYARD KIPLING
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 25
Why to Do 3
Where When Who - IntroductionsWhere When Who - Introductions1
Why What How 2
AGENDA
How to Do 4
What to Do 5
Questions
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 26
100+ million websites
WHY EMAIL IS IMPORTANT
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 27
Indirect
DIGITAL TRAFFIC - LANDSCAPE
Direct
3rd party referral sites
Social Media
Search
External SitesPartner Sites Suppliers Professional Bodies Affiliates Other helliphelliphellip
Visitors have multiple entry points and objectives for using your Digital assets Visitors have multiple entry points and objectives for using your Digital assets
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 28
DIGITAL GOALS
Who
Tuesday 01 May 2012 Confidential
Why
How When What Where
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 29
WHO ARE YOUR AUDIENCE
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 30
AUDIENCE ENGAGEMENT MAP
Your capability to enhance engagement through targeted interaction is dictated by your ability to initiate stimulate effective communication
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 31
LEVEL OF INTERACTION DEGREE OF ENGAGEMENT
bull Read watchbull Printbull Copybull Download
bull Read watchbull Printbull Copybull Download
bull Blog Commentbull Upload photosbull Videos
bull Blog Commentbull Upload photosbull Videos
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
Further contactbull Email
Connectbull Facebookbull Twitter etcbull Forward to a friend
BuyBuy
bull Dialogue in Forumbull On Line chatbull Dialogue in Forumbull On Line chat
bull Contact formbull emailbull Telephone
bull Contact formbull emailbull Telephone
ACTIVEPASSIVE
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 32
MEASURES OF ENGAGEMENT Actions metrics KPIs1 Time spent on key pages2 Time spent on site (by source by entry page)3 Personalisation (pages display theme)4 Key page activity (post-activity)5 Alerts (register and response rates by channel CTR post click activity)6 Bookmarks (onsite offsite)7 Write Comments8 Download Articles PDFrsquos9 Email subscriptions10 Fans (become a fan of something someone)11 Favourites (add an item to favourites)12 Provide Feedback (via the site)13 Followers (follow something someone)14 Forward to a friend15 Groups (create join total number of groups group activity)16 Install widget (on a blog page Facebook etc)17 Invite Refer (a friend)18 Love Like this (a simpler form of rating something)19 Messaging (onsite)20 Submit Posts21 Set up Provide Profile (eg update avatar bio email etc)22 Print page23 Submit Ratings24 Registered users (new total active dormant churn)25 Report spam abuse26 Reviews27 Social media sharing participation (activity on key social media sites eg Facebook Twitter Digg etc)28 Testimonials29 Total contributors (and active contributors)30 Uploads (add an item eg articles links images videos)31 Views (videos ads rich images)32 Widgets (number of new widgets users embedded widgets)33 Wishlists (save an item to wishlist)34helliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 33
DRUNKEN MENrsquoS LAMP POSTS
He uses statistics as a drunken man uses lamp posts - for
support rather than illumination - Andrew
Lang
LAMP POSTS LAMP POSTS
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 34
WYSIWYG ndash WHAT YOU SEE IS WHAT YOU GET
1 Gather Lots but only present bull The metrics that are positive bull Easy to manage metrics
2 Present bull Many metricsbull Extremely precise numbersbull Them quickly
3 Compare Metrics out of context4 Put them into really good looking
charts (3D movement multiple colours graphics etc)
STROKE ME METRICS STROKE ME METRICS
Never Ever try to educate your management business on the small number of key drivers for your business
If you are simple amp clearer they will understand how to think about your activity
They may even ask for the same data
This destroys your future ability to keep your metrics ldquofeel goodldquo
DONrsquoTDONrsquoT
bull WHAT YOU MEASURE amp REWARD IS WHAT YOU GET
bull ESTABLISH USER ENGAGEMENT METRICS ndash TIME
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 35
ENGAGEMENT = VALUE
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 36
MEASURE
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 37
ON THE INTERNET NOBODY KNOWS YOUrsquoRE A DOG
July 5th 1993 cartoon in the New Yorker
bull Care that you are a dog
bull Know what type of dog you are
bull Treat you like a dog if you are one
DO EMAIL MARKETERS DO EMAIL MARKETERS
bull SEGMENT YOUR DATABASE
bull VALUE YOUR DATABASEbull MONITOR VALUE OVER
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 38
WHATrsquoS THE SOLUTION WHENhelliphelliphellip
512012
bull Lazy bull Overloaded bull Habitualbull Predictablebull Intelligent bull Inquisitive bull Impatientbull Busy
PEOPLE AREPEOPLE ARE
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 39
DESIGN ACTIVITIES ISO GUIDELINES
Produce design solutions
3
Evaluate the Design4
Design solution Meets user Requirements
5
Specify User Requirements
2
Understand amp Specify the Context
1
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 40
TESTING - EMAIL ndash DECISION TREES
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 41
At no time while I am helping you will your problem become my problem
The instant your problem becomes mine you will no longer have a problem
I cannot help someone who hasnt got a problem
You may ask my help at any appointed time and we will make a joint determination of what the next move will be and who will make it
ONCKEN AND WASS 1974 - MONKEYS
512012
THEORYhelliphelliphellipTHEORYhelliphelliphellip
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 42
1 Monkeys should be fed or shot 2 The monkey population should
be kept below the maximum number that the manager has time to feed
3 Monkeys should be fed by appointment only
4 Monkeys shall be fed face to face or by telephone but not in writing
5 Every monkey should have an assigned next feeding time amp degree of initiative
FIVE ACTIONS TO TAKE FIVE ACTIONS TO TAKE
MANAGING MONKEYS
bull GO FOR READY AIM FIRE NOT
READY FIREhelliphellip AIM
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 43
Confidential
RELEVANCE OF EMAIL
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 44
Memail - WIIFM
512012
1 Whatrsquos in it for Youbull Confirm the email goalbull Prioritise the actions desired
2 Help me do what you want 3 Zero based email design4 Trust ndash Donrsquot break it5 Test 6 Review amp Refine
WHATrsquoS IN IT FOR ME WHATrsquoS IN IT FOR ME
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 45
Gestalt = Pattern
1 Proximity2 Closure3 Similarity4 Continuity5 Enclosure6 Connection
GESTALT SCHOOL OF PSYCHOLOGY
bull UNDERSTAND HOW AND WHY SOMETHING WORKS ndash NOT JUST THAT IT HAS WORKED
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 46
6smcouk SixServingMen
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
93657920583172146830726410662910 86754278349464726298354643795613 27848619243419220840814679831282 82640215467424740150649750482967 0083240171196402
512012
GESTALT SCHOOL OF PSYCHOLOGY
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 47
DATA INK RATIO
The ink presentsData or InformationNot data or not Information = Noise
THEORYhelliphelliphellipTHEORYhelliphelliphellip
bull PIXELS RATHER THAN INK
ACTION POINTACTION POINT
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 48
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 49
6smcouk SixServingMen512012
British Tennis Membership
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 50
Twitter Newsletter ndash Edition 1
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 51
6smcouk SixServingMen512012
Sign up to personal training by Direct Debit and enjoy one session absolutely free
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 52
B2B Marketing introducing Vocus special offer Get a free pound25 MampS voucher for 30 minutes of your time
512012
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 53
6smcouk SixServingMen512012
Image What does your email say about you
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 54
Last Chance for online offers
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 55
EXPECTATION - HOW SOON IS SOON
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 56
DATA PROTECTION LANDSCAPE25TH JAN 2012 DATA PROTECTION
bull RIGHTS OF THE DATA SUBJECT
bull CONTROLLER AND PROCESSOR
bull TRANSFER OF PERSONAL DATA TO THIRD COUNTRIES OR INTERNATIONAL ORGANISATIONS
bull INDEPENDENT SUPERVISORY AUTHORITIES
bull CO-OPERATION amp CONSISTENCY
bull REMEDIES LIABILITY amp SANCTIONS
bull DELEGATED ACTS amp IMPLEMENTING ACTS
CHAPTERSCHAPTERS
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
SixServingMen 6smcoukTuesday 01 May 2012
Page 57
SO WHAT
1
VALUE EMAIL2
SEGMENT ndash
MEASURE
AND MONITOR3
GET INTO ldquoWHATrsquoS IN IT
FOR US rdquo
PLANNING4
TEST
5
LISTEN AND REFINE APPROPRIATELY
ACTION POINTSACTION POINTS
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
6smcoukSixServingMen 6smcoukTuesday 01 May 2012
QUESTIONS
Stefan Elliottstefelliott6smcouk
SixServingMenStef_Elliott
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Coffee breakhellip
The next session starts at 340
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
DMA Email Customer Lifecycle ndash Manchester 19th AprilRe-engaging Lapsed amp Lost Customers
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Agenda
What do we mean by lsquowinning customers backrsquo
Re-engaging lapsed and lost subscribers
The benefits of re-engaging lapsed subscribers
The principles of a re-engagement campaign
Automation
Summary
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
What do we mean by lsquowinning customers backrsquo
Recipients can become unresponsive ndash re-engagement campaigns set out to email the disengaged customers and encourage them to respond to emails again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
The benefits of re-engaging lapsed subscribers
Increase open and click rates
Increase conversions
Identify inactive amp dormant subscribers ndash full understanding of your data
Yoursquove spent money acquiring the email address so why lose itIts easier to retain an existing subscriber than find a new one
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
what is your average open rate
30
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Re-engaging lapsed and lost subscribers
What is your average open rate 3070 are lapsed or lost subscribers
Review what you are currently doing
Look at what you are doing and what you want to achieveList out the communications you send by type and messageMap out your customer lifecycle ndash what are the stages the buying processes entry exit and customer touch pointsHow do these correspond to the frequency type and message you are sending
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Define interaction and behavioural activity
Define inactive and dormant contactsConsider why someone may have become dormantDivide the list into those that have
not opened an email in the last x monthsnot purchased in the last x months
Important to segment the inactivity furtherSeparate recipients who have been active at some time in their history and made a purchase from those who are truly inactive and have not made a purchaseIt is important that different messages are sent to these different groups
Segment on non-activity
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
The principles of a re-engagement campaign
Do something differentExperiment with Subject lines lsquowe miss yoursquoTime of day Different DayChange the Visual
Tell them what they have been missing
Incentivize them to return
Ensure critical information is above the fold
Ask them why they havenrsquot been engaging
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
You need to change your behaviourSome key components
re-engagement emails
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
The metrics
39 of recipients opened the email
18 of recipients positively engaged with the business again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Inn Travel
Tour Operators ndash specialising in lsquoslow holidaysrsquo tailored to clients
Prior to re-engagement campaign
Delivery rate 98+
Open rates 2233 (7767 inactive)
Wanted to lsquoclean datarsquo and remove inactive recipients
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Re-engagement Message 1
SUBJECT Six good reasons to open our emails
RESULTSDelivered to 9842Opens 294Click 123
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Re-engagement Message 2
SUBJECT Herersquos a ridiculously good offer to get your attention
INCENTIVE Free case of wine with every booking
RESULTSOpens 256Click 114
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Re-engagement Message 3
SUBJECT We donrsquot want to lose you
RESULTSOpens 841Click 730
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Here are some morehellip
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Automation
Its important to test your re-engagement campaignHas it re-engaged x of customersIs the campaign taking into account why the subscriber has become inactive or dormantIs it effective
If you have created a successful re-engagement campaign then Automate it
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
Summary
Understand why subscribers have become inactive or dormantUnlock the power of your customer lifecycleConcentrate on building a relationship with recipients over their customer lifecycle
Following the introduction of a re-engagement campaign
Retain the relationship following the re-engagement campaignRates will decrease unless you move to the next levelRe-engagement is just the beginningRemember to keep testing it works
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Re-engagement CampaignsJames Bunting
CommCorp
wwwcommunicatorcorpcom
Connect with us
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Engage Your Customers ndash email Best Practice
Andrew Campbell ndash Managing Director Malcolm Clifford - Senior Consultant
19 th April 2012
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Agenda
1 Objectives2 Introduction3 Preparing for success4 Winning email programmes
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Objectives
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
We do smart things with data
to help improve your business and
make the right customer
decisions
Introduction
A marketing consultancy with
analytics at its heart
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Our business
No
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Our clients
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Preparing For The email Race
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Preparing for email Success
bull CRM Strategy o BrandValue proposition o Customer Lifecycle ManagementJourneys Expeo Multi-channel engagement model
Push ndash Broadcast direct mail email hellip Pull ndash web social bricks and mortar
bull Data and Systems Architecturebull Technology Toolkitintegrationbull Process ndash Seamless work flows End user access
Business Synchronisation -Technology Integration - Aut
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Recrui t
Re- activat
e
Cross upsell
amp Repeat Purcha
se
Engag e
Servi ce
Customer Insight
Smart emails
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Data Got Deeper (and Wider)
bull Internal CustomerProduct data bull Channelmedia behavioursbull Socialecosystembull Preference Centrebull Surveys incl qualitativebull ProductAccountbull TransactionalBehavioural
bull Internal data bull PricingYieldbull RiskUnderwritingbull Operational eg availability
bull External data sets bull Customer eg
socioeconomics and demographics
bull GeographicalLoc ation
bull Weatherbull Stock Prices
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Evolution of Customer Touch Points
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Channel Mix - Horses for Courses
SM SM MS
WebeCommer ce
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Content Got Richer
User Generated
Price Comparison
InteractiveOn line Help
User Reviews
Ratings
Buying Guides
Product Selection ProductPriceConfigurator
AvatarCentrally Generated
Static Interactive
User Group
Special Interest GroupForum
ImageVideo
Sharing
NewsEditorial
EducationInformation
FAQs
Blogs
Customer
Blogs
Instant
Messaging
Product Guides
FeaturesBenefitsPrice
PromotionsVouchers
3G Phone
Apps
TransactionalProduct Usage
Recommendations
People Who Bought
Collaboration Tools
eg Travel Wiki
VotesPolls
Competitions
Referral
Geographical
Locations
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Data and Systems Architecture
Ecommer ce
Front End
Data Managem
ent(Extract
Transform amp
Load)
Campaign Manageme
nt
Decisioning
Content Manageme
ntOtherOn-line Social
Properties
CRM
Digital
Other Front EndSystems
Back EndSystems
Email Service Provide
r
Digital Print
Delive ry
Other Comms Channe
lsDelivery
Compositio n
QueryReporti ng
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
email Best Practice - Process
Source The New email Marketing Review Forrester 2010
Business Process + User Experience
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Winning The email Race
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Delivering Great email Marketing
Personalised ndash Timely - Multi-channel
bull Leverage the databull Personalise the
contentbull Triggered
programmesbull Enhance the data
Add Value
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Ascent to true personalisation
Basic personal details last order etc
Customer segment based
Targeting models
Top ranked product(s) action(s)
Enabler s
Segmentation
Purchase
models
Optimisa
tion
Execu
tion
content
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
What does it look like
ContentbullTemplate-style design of emailbullProduct(s) the customer is most likely to buy individual to each recipientbullImages for product selection bullUp-to-the-minute prices and offersbullDeep links to the relevant sections of the website for simple call-to-action
RequirementsbullStrong business rules decision layer capabilitybullSupport for dynamic content regions from ESPbullSupply of targeting parameters at individual levelbullA lot of variables on the email bullAccess to live or copied website content librariesbullSupply of pricing data or on-line access to pricing API bullDynamic generation of URLs and or search parameters appended to the link
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Example 1 ndash United Biscuits
bull As a consequence of personalising the content the email had a 55 click rate compared to 37 for the control group (who just got a generic message)
bull Thatrsquos a relative increase of 49
bull Subsequent customer actions reversed the underlying upward trend for levels of i ti it t b
bull The communication was targeted to engage members and get inactive members to transact
bull Members were selected for the reward they stated they were saving for in the registration survey
bull If no survey was completed a reward was chosen which was just above or below the customerrsquos points total
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Example 2 ndash Travel Client
Open rates reflect initial perceived relevance of the email to the recipient based on the subject line and pre-open viewing available in browser
Click Thru rate is the number of total click througs divided by total delivered indicating the net impact of the campaign
Travel Client Benchmarks
Click to Open rates indicate the relevance of the message to those who actually opened it (ie the recipient was drawn in enough to click on a link for further inquiry or action)
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Timing the email correctly
bull Many of the key events happen in the data and not in the campaign plan
bull When is a customer most likely to purchasebull Habit frequency key purchasing timeshellip
bull What customer events do we know of which might affect thisbull Travel dates expiry payment dates birthday address changeshellip
bull Signs of interestbull Browsing logon customer service request purchase intentionhellip
bull Signs itrsquos not going so wellbull Lack of visit failure to convert time elapsed since last purchasehellip
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
What it looks like
bull The ingredients for this type of trigger programme are as follows
bull A data process which runs daily weekly monthly which calculates models eg propensity score next best product dynamic segmentation
bull A data process which runs daily to identify the customers for contact and to apply hierarchy contact rules between trigger campaigns
bull The ability to scale email activity to 5 10 20hellip campaigns per daybull Scheduling of processesbull Update of parameters via databull Automated upload download to ESP
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Example 3 - AXA
SegmentationPersonalisation basedbullQuote start datebullAgebullGenderbullMarital StatusbullFamily StatusbullPrevious Quote
Three month ChampionChallenger t40 increase in purchases on-line
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Example 4 ndash Thomas Cook
bull We built a microsite and series of automated e-mails
bull Designed around purchase benefits of core financial products
bull Increased the frequency of communications without affecting opens clicks through relevance
bull Created the space to market other products
bull Modelled purchase propensities
bull Integrated website and email content for a consistent and relevant message
bull Over 9x the level of credit card sales vs control
bull 3x increase in airport lounge sales
bull Sales in all products improved
What happened
ldquoWe were particularly impressed by their innovative approach to the brief combining immediate results-driven action with long-term vision Angus Porter Group Strategy Director Thomas Cook Financial Services
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Enhance the Data Set
bull You may have plenty of data but is it the key data
bull What is the key data you need to know
bull When did you last ask your customers of their needs intentions
bull Do you use the answers to drive marketing activity
bull Do you understand and use email interactions at a customer level
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Completing the loop
Database
Executio n rules
Deep survey link
Survey
Customer preferencesPurchase intentionsInterestsOpinion
Open time dateWhich link was clickedNumber of opens clicksUnsubscribes
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
What you need
bull To do this on an industrial scale itrsquos most efficient to have API links to an ESP
bull A marketing database to add the data to your existing customer data
bull Business Intelligence tools to use the data to generate insight and execution rules
bull Integration with survey software ndash although this is now very commoditised and is easier and cheaper than you might think
bull You donrsquot necessarily need all this things if know someone who already has them
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
bull Working with Hitachi Capital we discovered questions the answers to which indicated a customer was bull Seven times more likely to purchase a protection productbull Five times more likely to purchase a borrowing product
bull For the McVitiersquos VIP Club we know which rewards consumers were interested in when signing up and can thus double the response rate for reactivation emails
bull Leading Camping Holiday brand saw simple criteria-based scoring using (three) key booking propensity variables collected as part of (incentivised) prospecting campaign beat the predictivity of the Enquirer Convertor model saving over pound 20 K in data and analytical processing costs
Example 5 ndash Hitachi Capital
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
Thank youhellipPresentations will be emailed to you on Monday
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
And our sponsors
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
We hope you enjoyed todayrsquos session
Presentations will be emailed to you tomorrow
A final thank you to all of todayrsquos speakers
Kieran Shanahan DMRI
Stefan Elliot Six Serving Men
Andrew Campbell 2020 Dialogue
James Bunting Communicator Corp
Please return your completed evaluation forms and badges to the registration desk we look forward to seeing you again
