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Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.
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Big Data is nothing but a Big Opportunity
Michael FisherPresident, Yesmail Interactive
Email Insider SummitFriday, May 3, 2013
Yesmail Confidential 2
of customers don’t receive customized, channel specific messaging
of emails are NOT received during the times consumers prefer
of consumers have purchased as a result of receiving an email promotion on their mobile device
Yesmail Confidential 3
• Predict the need, desire, and timing specific to your audience
• Know when to communicate to your audience via their preferred channel
• Deliver personalized, relevant content
• Create repeatable engaging customer experiences
Challenges a Plenty
“Many firms still operate in organizational siloes and are burdened with legacy technology that hinders their ability to deliver compelling cross-touchpoint experiences.”
Managing The Cross-Touchpoint Customer Journey | Dec 2012
Yesmail Confidential 4
Have a single view of your customer
Stream one-to-one communications with your customers
Analyze all customer touch-point data all in one place
What if you could…
Missed opportunity?
66% of consumers are engaged via the web; 22% via social, 38% via mobile; 24% via video
But consumers who interact on multiple touch-points want to be recognized as they cross from touch-point to touch-point.
Source: Forrester Research
Yesmail Confidential 5
Coordinating is Critical
Creative Insights Strategy
CompetitiveIntelligence
DeliverabilityData
Engagement Specialists
Campaign Management Technology
Yesmail Confidential 6
Intelligent Interaction is Critical
ANALYZE OPTIMIZE AUTOMATE EXECUTE
Analyze all customer
channel data
Optimize your channel
strategy based on data-driven
insights
Automate programs for personalized
customer experience
Execute campaigns informed by
customer preference
Yesmail Confidential 7
The Critical Questions …
What do your average customers and key segments look like?
How do we improve retention and increase sales to existing customers?
What opportunities exist for reactivation of lapsed customers?
What are the best short term opportunities to drive revenue through its various channels when using email as the primary channel?
What’s your most lucrative customer segment
Delivering Prioritized & Personalized Email Communications
A Case Study
Yesmail Confidential 9
Purchase Frequency
Size (# of Customers)
Revenue
Strategic Marketing Framework Overview
Number of 2012 Purchases
0 1 2 3+
Re-Acquire(Lost)
Welcome / Welcome Back(New & Reactivated)
Win-Back / Lapsed /
Reactivation
Cross-Sell / Upsell / Purchase
Occasions / Purchase Rate
Recognition / Retention (Increasing)
Loyalty / Purchase Occasions(Declining)
Fanatics
Nu
mb
er o
f 20
11 P
urc
has
es
0
1
2
3+
Yesmail Confidential 10
• 70.8% of 2011 buyers did not buy in 2012
• Of 2012 customers with a customer ID:
Only 24.3% made a purchase in 2011
New customers accounted for 65% of 2012 revenue
• New customers less valuable than existing customers in their first year spending 61.7% as much per person
All Channels: Churn Reduction Top Opportunity
Number of 2012 Purchases
0 1 2 3+
Revenue: $0Segment Size:
TBD*
Welcome / Welcome Back(New & Reactivated)
Revenue: $553,150,061
(2011)
Segment Size: 15,975,602
Revenue: $210,654,663 (2011 & 2012)
Segment Size: 3,054,064
Revenue: $103,803,191
Segment Size: 758,000+
Revenue: $108MM(2011 & 2012)
Segment Size: 770,000+
Revenue: $162MM
Segment Size: 562,000+
Nu
mb
er o
f 20
11 P
urc
has
es
0
1
2
3+
Revenue: $0Segment Size:
TBD*
Revenue: $527MM
Segment Size: 15MM
Revenue: $670MM(2011)
Segment Size: 17MM
Revenue: $210MM(2011 & 2012)
Segment Size: 2MM
Be prepared to assemble the data
Yesmail Confidential 11
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Yesmail Confidential 15
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Yesmail Confidential 17
Purchase Frequency
Size (# of Customers)
Revenue
Strategic Marketing Framework Overview
Number of 2012 Purchases
0 1 2 3+
Re-Acquire(Lost)
Welcome / Welcome Back(New & Reactivated)
Win-Back / Lapsed /
Reactivation
Cross-Sell / Upsell / Purchase
Occasions / Purchase Rate
Recognition / Retention (Increasing)
Loyalty / Purchase Occasions(Declining)
Fanatics
Nu
mb
er o
f 20
11 P
urc
has
es
0
1
2
3+
Yesmail Confidential 18
B1
B2
B3
B4B5C1
C2
C3
C4
C5
C6
P1
P2
P3
P4
P5
P6
P7
N1
N2
N3
A1
L1
L2
L3L4L5
Effort
RO
I Ben
efit
LowHigh
Hig
hLo
w
Email Program Prioritization Recommendation
BaseOffers/Events B1Newsletter B2Poll/ Survey B3Educational B4Birthday B5Anniversary B6Membership Renewal B7
LifecycleWelcome (1 Touch) C1Welcome (3 Touch Series) C2Welcome (Multi Touch with Behavior) C3Re-Activation C4Lapsed C5Retirement C6
Purchase CycleOrder Confirmation P1eReceipt P2Order Ship P3Education on Product P4Ratings and Review P5Follow-up on Purchase P6Cross-sell / Up Sell P7
Non-Purchase TriggersAbandoned Cart N1Browse No Buy N2Preference Center Change Conf. N3
AcquisitionCustomer Acquisition A1
LoyaltyBest Customer L1Next Best Customer L2Forward to a Friend L3Social Magnify L4Social Contest L5
Program Type
2) Welcome Programs
1) Abandon Cart
3) Fanatic Customer
6) Lapsed Customer *
Top Opportunities
5) General Promotions
4) Newsletter
Yesmail Confidential 19
20% year-on-year projected revenue impact
Projected Outcome
0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0%
2%
4%
6%
8%
10%
12%
Jan
Mar
May Ju
l
Sep
Nov
Jan
Mar
May Ju
l
Sep
Nov
Jan
Mar
May Ju
l
Sep
Nov
2012 2013 2014
Con
vers
ion
Rat
e
Ope
n, C
lick
& C
onve
rsio
n R
ates
Email Engagement Metrics
Conversion Rate Open Rate Click Rate
The Impact of Personalized Content
Yesmail Confidential 21
• Supporting 16 eBay divisions in Canada, EMEA, APAC, and SEA
• Sending daily-buyer messages across global programs
• Leveraging a robust data warehousing and optimization solution
• Executing complex testing strategies
• Engaging in full-service solutions, including insights, strategy, creative, and expert message management services
• Providing a follow-the-sun process to support all regions and time-zones
Customer Success
• Helping Body Shop International drive customer engagement and sales across retail store and web properties in North America and Europe
• Leveraging email as the single biggest driver of traffic and revenue
• In-region support being provided by US and UK-based account teams
• Seeing year-over-year growth in key KPIs (opens, clicks, orders, revenue, and database growth)
• Continuing to focus on program optimization, including mobile and testing strategies, and campaign automation
• Maximizing tee time availability, nationally and locally through national and local-course campaigns
• Utilizing a custom email template and campaign management tool for local courses to easily mail their customers
• National campaigns being supported by dynamically-generated content based on user preferences and behaviors
• Since migrating, seeing improved KPIs, including Inbox placement, open and click rates, and tee time bookings
• Seeing improvements in operational efficiency
Yesmail Confidential 22
• 40% increase in open rates
• 19% increase in click through rates
• 100% of emails reach subscribers’ inboxes
• Reporting now available in real-time vs. in hours
• Reduced need for manual intervention
• Faster campaign implementation
• Greater customer targeting
The Impact of Intelligent Interactions
• Over 45% increase in revenue
• 100% of emails are Inboxed thanks to improved deliverability
• 53% reduction in unsubscribe rate
• Reduced workload for building and optimizing email programs
• Reduced need for manual intervention
• Reduced cost of operation
• More robust and flexible triggered email campaign
• 50% to 75% decrease in time required to generate a custom competitive report
• Real-time data collection of key competitors enables Mrs. Fields to respond faster to competing campaigns and provide counter offers to customers
• Accurate industry benchmarking for Mrs. Fields’ campaigns allows the brand to easily pinpoint areas of improvement
Yesmail Confidential 23
• BIG Data…Data…Data• Competitive & Market Intelligence• Award Winning Creative Agency• Insights-Driven Strategy• Innovative Technology
– Experimental Design
• Our People
Why Yesmail?