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© 2016 Experian Information Solutions, Inc. All rights reserved.
Liz McLemore Senior Manager, Strategic Services
Experian Marketing Services
March 23, 2016
Email+ Moving beyond the basics for data-driven marketing
Andrew Werner Client Partner
Experian Marketing Services
2 © 2016 Experian Information Solutions, Inc. All rights reserved.
Bringing brands and customers closer together, every time.
Reach the right audiences
Maximize the value of every
customer interaction
Inspire long-term brand
advocacy
3 © 2016 Experian Information Solutions, Inc. All rights reserved.
Meet the presenters
Liz McLemore Senior Manager, Strategic Services
Andrew Werner Client Partner
#EmailPlus
Place Image
Follow the conversation on Twitter #EmailPlus | @ExperianMkt
Agenda
• Email+ Data
• Email+ Other channels
• Mobile
• Social
• Display
• TV
5 © 2016 Experian Information Solutions, Inc. All rights reserved.
Introducing Email+ A step-by-step approach to adopting more advanced marketing
1. Start with your strongest channel (Email)
2. Integrate the data and channels that you can already access
3. Become familiar with these new tactics, and expand into new areas when feasible
4. Build a stronger overall marketing program!
#EmailPlus
© 2016 Experian Information Solutions, Inc. All rights reserved.
Email+ Data
7 © 2016 Experian Information Solutions, Inc. All rights reserved.
More than
79% of U.S. consumers expect personalized
experiences from the brands they shop with
Source: eMarketer
#EmailPlus
8 © 2016 Experian Information Solutions, Inc. All rights reserved.
Personalized
promo mailings:
41% higher unique click rates
Personalized
triggered emails:
2X the transaction rates
#EmailPlus
9 © 2016 Experian Information Solutions, Inc. All rights reserved.
Source: AgilOne
40% of respondents spent slightly or
significantly more after seeing a relevant
digital ad or email
#EmailPlus
10 © 2016 Experian Information Solutions, Inc. All rights reserved.
Source: AgilOne
40% of respondents spent slightly or
significantly more after seeing a relevant
digital ad or email
>50% felt messages should be relevant
to what they’re interested in or looking to
buy, as well as pertinent to personal taste,
style, age group or location
#EmailPlus
11 © 2016 Experian Information Solutions, Inc. All rights reserved.
Source: AgilOne
40% of respondents spent slightly or
significantly more after seeing a relevant
digital ad or email
>50% felt messages should be relevant
to what they’re interested in or looking to
buy, as well as pertinent to personal taste,
style, age group or location
50% received emails from retailers with
irrelevant information
#EmailPlus
12 © 2016 Experian Information Solutions, Inc. All rights reserved.
The dilemma?
#EmailPlus
13 © 2016 Experian Information Solutions, Inc. All rights reserved.
But silos exist.
Website
Email SMS
Social
App
Display
All of that sounds great…
#EmailPlus
Place Image
So how does this look in practice?
15 © 2016 Experian Information Solutions, Inc. All rights reserved.
Subject lines included:
Get it N-O-W! Save 'til 12am...
Get it N-O-W! Save on decor 'til 12am...
Get it N-O-W! Save on pillows 'til 12am...
Get it N-O-W! Save on rugs + curtains 'til 12am...
Get it N-O-W! Save on lighting 'til 12am...
Same creative, different subject line
based on abandon browse data
#EmailPlus
16 © 2016 Experian Information Solutions, Inc. All rights reserved.
First name or
username Acknowledges
channel
More information
associated with the
event Acknowledges
potential issues with
mobile transactions
#EmailPlus
17 © 2016 Experian Information Solutions, Inc. All rights reserved.
Better segmentation
Focus
► Who they are (e.g. loyalists vs. sale shoppers)
► Engagement (e.g. openers/clickers vs. email inactive)
Context recommendation
► Sale vs. regular price converters – identify and speak to them differently
► Resends to active population – openers/clickers/non-transactors
#EmailPlus
18 © 2016 Experian Information Solutions, Inc. All rights reserved.
Email: Clicked on sale in navigation bar, or sale item
Website: Clicked or browsed X sale items
Last converted from sale email
Email: Clicked on category/product
Website: Browsed category or product
Two or more conversions from regular priced emails
19 © 2016 Experian Information Solutions, Inc. All rights reserved.
Challenge: Determine resend strategy for day of week, as well as target audience
Current segmentation: Monday and Thursday deployments, all subscribers
Segmentation recommendation: Targeted audience on Saturday
(openers/clickers/non-transactors of the prior week ~ 10% of their regular volume)
Comparison of Monday/Thursday vs. Saturday:
Revenue
170% Click rate
200% Open rate
320% #EmailPlus
20 © 2016 Experian Information Solutions, Inc. All rights reserved.
Bonus! Improved
measurement
Customers, not campaigns
► More than opens and clicks
Be your own benchmark
► Move past comparing yourself to the industry
#EmailPlus
© 2016 Experian Information Solutions, Inc. All rights reserved.
Email+ Other channels
22 © 2016 Experian Information Solutions, Inc. All rights reserved.
Keeping pace with the modern consumer
► Lives across channels
► More demanding
► Experience is key to winning their business
The need for cross-channel marketing
Email+ mobile
Integrating mobile into your email strategy
24 © 2016 Experian Information Solutions, Inc. All rights reserved.
56% of email opens occur
on mobile devices
Email+ mobile
Source: Experian Marketing Services’ Q4 2015 Email Benchmark Report #EmailPlus
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Create a shared calendar
Ensure emails are mobile
optimized
Use responsive design
Integrating mobile with email marketing
1. Mobile optimization
Link customer identities across email, SMS and app
Test and measure customer retention in each
3. Data linkage
Text messages to your email subscribers
Incentivize email subscribers to download your apps
2. Cross-promotion
Use mobile for reactivation, drip and welcome campaigns
Use in-app browse behaviour
Location-based targeting
4. Behavior-based triggers
#EmailPlus
Email+ social media
Integrating social into your email strategy
27 © 2016 Experian Information Solutions, Inc. All rights reserved.
Consumers play active part in the relationship
• Different brands will have different
social priorities
• Understand the social behavior of
your best customers
Email+ social
#EmailPlus
28 © 2016 Experian Information Solutions, Inc. All rights reserved.
Add links to social pages in email template
Social sharing buttons with pre-populated posts
Include user generated content in emails
Integrating social with email marketing
1. Social content
Use social advertising data to send targeted follow-up emails
Monetize social behaviour by sending followers an email linking to items they’ve recently liked
3. Social-to-email retargeting
Target subscribers with social ads
Reach out to inactive email subscribers on social
2. Email-to-social retargeting
#EmailPlus
Email+ display advertising
Integrating display into your email strategy
30 © 2016 Experian Information Solutions, Inc. All rights reserved.
Email+ display advertising
Display is not just an acquisition channel
Anonymous identifier
information
#EmailPlus
31 © 2016 Experian Information Solutions, Inc. All rights reserved.
Align your campaign messages between email and display advertising
Share messages and cadence information in a shared calendar
Integrating display with email marketing
1. Message alignment
• Use data about mobile email opens to determine who to reach via mobile advertisement inventory
• Reach inactive email subscribers (those who don’t open) within the online display space
3. Behavior-based targeting
• Activate your email list to target subscribers across display
• For acquisition campaigns, use your current email subscriber list as a suppression file to ensure you are only reaching new audiences
2. Email subscriber activation
#EmailPlus
Email+ addressable TV
Integrating display into your email strategy
33 © 2016 Experian Information Solutions, Inc. All rights reserved.
1. Define audiences
2. Target at the
household level
3. Closed loop reporting
Email+ addressable TV
New opportunities in a traditional channel
#EmailPlus
© 2016 Experian Information Solutions, Inc. All rights reserved.
Email+ Requirements
35 © 2016 Experian Information Solutions, Inc. All rights reserved.
Helpful to be able to ingest,
engage and measure from
one location
Data quality
• Link customer contact
data across channel &
device
• Work with a partner who
can ensure linkage
process is compliant
Need system in place to
maintain on-going
accuracy across channels
Organizational change
• Create calendar and
message alignment
• Work towards
organizational
integration
Technology
Single customer view
#EmailPlus
36 © 2016 Experian Information Solutions, Inc. All rights reserved.
Start small. Focus on the data you currently have; work with internal/external partners to utilize other meaningful data.
Cross over. Optimize channels you can already easily access – and take baby steps to integrate others.
Test, test, test. Make sure you’re measuring the impact of these changes to continually optimize
Key takeaways
#EmailPlus
© 2016 Experian Information Solutions, Inc. All rights reserved. 37
Questions?
More resources:
@ExperianMkt ex.pn/MarketingForwardBlog
1-844-747-1667 ex.pn/contact