Download pptx - Pardot Elevate 2011: Getting Personal with Email Marketing

Getting Personal with Email Marketing

Matt Cumello Senior Manager, Product Marketing

2© comScore, Inc. Proprietary.

comScore Overview

About 15th Largest Market Research Firm in the World

Clients 1700+ worldwide

Employees 900+

Headquarters Reston, VA

Global Coverage 170+ countries under measurement;43 markets reported

Local Presence 32+ locations in 23 countries


comScore’s Lead Generation History

Limited online marketing before 2007.

Spent the past 4 years creating and publishing downloadable content to the comScore website.

This increase in content contributed to a surge of new leads being passed to SalesForce.com via web-to-lead forms.

+430%

+240%


Historical Lead Gen / Email Challenges

Data Validation and Qualification– Increase in bad data submissions

(personal emails, fake information)– Duplicate leads required nightly de-

dupe.

Email Marketing– Email address variations created holes

in email opt-out process– Limited ability to segment contacts

meant untargeted email communications.


The Solution: Pardot Marketing Automation

Signed up with Pardot in late 2009, allowing comScore’s marketing team to qualify web leads prior to passing those leads to SalesForce.com.

SalesForce.com

New Leads

comScore Sales

Microsites

Email Webinars

White Papers

Qualified Leads


Email’s Role in Justifying marketing automation

Previously used ESP with volume-based pricing model

Ran analysis and determined the cost to upgrade to marketing automation solution was nominal compared to cost of email service

Marketing Automation included an email engine AND additional features like forms, lead scoring, etc.– Cookie based tracking meant significant decrease in email address

variations being submitted into our forms. – Streamline email marketing programs and helped with data quality.


Key Feature: Automation Rules

Automation rules were the first order of business for comScore. – Segment prospects by

observed behaviors and interests.


How comScore Segments Prospects

by Product

Latin AmericanProspects List

Peru

Brazil Chile

by Geography

Prospects in Auto Insurance Industry List

Auto Insurance

by Vertical

Prospects with Lost Opportunity List

Opportunity Lost

by Opportunity Status

Product X Engaged List

Webinar Attendee

FormSearch


What segmentation means for comScore

Targeted Communications


Targeted vs Untargeted Communications

Ran a series of tests comparing targeted email lists from automation rules vs untargeted database lists.

Recipients of targeted communications were more likely to click on “AddThis” social share icons.


Impact of Social Sharing within Email

AddThis Social Share Icons


The Power of Like

Facebook users spend more than a quarter of their time on the site interacting with the Newsfeed; this activity represents 4 percent of all time spent online in the U.S.

The Newsfeed is also the primary location where branded content is consumed. In fact, users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself.

Friends of Fans constitute an important incremental audience, typically representing a much larger set of consumers (81 times larger, on average, for the top 1000 brand pages) who can receive social media brand impressions by way of their Friends.


Impact of highly targeted email marketing

Segmentation is helping comScore raise open and click rates.


The (Near) Future of Segmentation: Mobile


Mobile Stats / Trends

In less than 4 years, Millennials will account for nearly 50% of the employees in the world.

– This group has grown up with social media, text messaging, smartphones and ubiquitous internet access as the norm.

The adoption of smartphones and tablets is rapidly changing how people use technology across their personal and business lives.

Sources: Harvard Business Review, IDC


comScore Mobile App Segmentation – How it Works

RSS Feeds


Prospect is Segmented into Mobile Specific Campaign


Mobile Segmentation – Personalize Email by Content

Page name % Smartphones and tablets U.S. press release 12.29%

Homepage 9.05%

U.S. mobile subscriber market share press release - August 5.05%

Advertising Week Sweetery Raffle 2.72%

U.S. mobile subscriber market share press release - July 2.22%

Digital Omnivores 1.88%

Android Smartphone Adoption in Japan press release 1.39%

Press releases subsection front 1.14%

Power of Like whitepaper 1.10%

Careers subsection 1.10%

Blog homepage 1.01%

Products and services section front 0.89%

Social networking on the go press release 0.86%

QR/bar code scanning press release 0.85%

Web analytics subsection front 0.74%

Sweetery page 0.72%

Most popular phone brands by pageviews

(October 2011) Apple

Samsung

Generic

HTC

Blackberry

OTHER

Most popular phone type by pageviews (October 2011)

Apple iPad Apple iPhone

Generic Device with Opera browser

Apple iPod Touch

Samsung GT-i9100 OTHER


Mobile Segmentation – Personalize Email Format

Create email templates that are optimized for mobile devices– Leverage Pardot’s Gold Email package to ensure emails to iOS,

Android and Windows Mobile users renders correctly.


Mobile Segmentation – Personalized Call-to-Actions

A typical comScore email drives recipients to our website to download content via Pardot forms.

Mobile devices present a unique challenge– Site not optimized for mobile– Form submissions through mobile a pain

Formless call-to-actions for users of mobile devices so they can easily access content


Key Take-Aways

Know Your Audience!– Go beyond demographics when segmenting prospects– Key on past behavior to deliver the most relevant &

targeted emails

Enable social sharing in your emails to extend the reach of your communications

Measure everything – and adjust strategy accordingly


Questions?

Email:

– [email protected]– [email protected]

Twitter:

– @Mattyc78

mailto:[email protected]

mailto:[email protected]