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Email and Mobile – A Match Made for ROIJohn PisarekManager, Channel DevelopmentGenesys |SoundBite Communications
Agenda• Introduction• Overview of Email and Mobile Marketing• Poll• Why mobile?• Solutions
– SMS and Email– Coupons– Alerts– Cross- Channel Surveys
• Summary
About Genesys• Leading provider of customer experience solutions• Mobile Marketing, Customer Care, Collections, Contact Center• Top 50 global software company with presence in 80 countries• 2,000+ customers in 20+ industries (over 40% of the Fortune 500)
Text “QUESTION” to 99222to Enter the Starbucks Gift card Giveaway
Text A, B, C, or D to 99222
What percentage of emails are read on a mobile phone?
1. 23%2. 47%3. 66%4. 84%
LIVE TRIVIA
Text A, B, C, or D to 99222
What percentage of emails are read on a mobile phone?
1. 23%2. 47%3. 66%4. 84%
LIVE TRIVIA
Overview of Email and SMS Marketing
Email• There are more than 3.6
billion email accounts• Email ad revenue reached
$156 million in 2012• 95% of online consumers use
email• 91% of consumers reported
checking their email at least once a day Source: Interactive Advertising Bureau via SalesForce.com (2013)
Mobile• There are 7.1 billion cell
phones• Mobile Ad revenues to
reach $12.8 billion in 2013• 66% of Gmail opens occur
on mobile devices• Average Smartphone users
check their phone 200 times a day
More Mobile Trends• Daily we spend 9 minutes on email via a mobile device, that
is 7,6% of the total 119 minutes we use our phone per day. Source: O2 – “Mobile life report” UK (2013)
• More email is read on Mobile than on a desktop email client Stats say 47% of email is now opened on a mobile deviceSource: Litmus Email Analytics” (Aug 2013)
• The number of mobile e-mail users is predicted to grow 28% in 2014 and 23% in 2015 Source: The Radicati Group “Email Statistics Report, 2013-2017″
Why Mobile?
Mobile: A Transformative Force“There is a seismic change in consumer behavior, and the level of investment capability in these new platforms, especially mobile, is mission-critical to our companies. It can’t be an after-thought – that capability needs a front seat at the table.”
Howard SchultzChairman/President of Starbucks
12
Mobile: A Transformative Force
"Put your best people on mobile."
Eric SchmidtCEO/Google
13
70:20:10 Rule by Coca Cola• SMS is priority number 1 because only
SMS reaches anyone. • At MMA Forum New York in October
2011 Coke gave it’s rule for mobile advertising spending:
• Put 70% on mobile messaging• Put 20% on mobile web• Put only 10% on mobile apps• Source: Coca Cola presentations, May & October 2011
Smartphones Will Dominate Mobile
15
2014 2015 2016
N. America 62.0% 68.0% 73.0%
U.S. 62.5% 68.8% 74.1%
Canada 56.5% 59.5% 62.0%
16
Speed of SMS TextingMobile Marketing Report 2012 finds:• 97% of SMS messages sent are read
Source: Digital Marketing Association
• 97% of SMS text messages are read within 5 seconds Source: Ofcom
• SMS texts have average response rate of 26% Source: Mobile Data Association
Compulsive? 150 Times Per Day• T-Mobile USA CEO Philipp Humm said at CTIA in
2012 that mobile phone owners "pick up their phone 150 times per day". That once every 6 and half minutes of every hour of every daySource: Mashable 8 May 2012
• For smartphones its already up to 200 times per day as reported by the Guardian (every 5 minutes)Source: The Guardian 26 June 2012
• 44% globally say the mobile is the first thing they see in the morning when they wake up, and the last thing they see at night before they fall asleep
• 50.8% say the email is the first thing they check onlineSource: Time 22 Aug 2012
Nomophobia fear of no connection• Nomophobia first diagnosed in 2008 and is the fear of
being without a mobile phone contact or connection• A survey of 1,000 employed adults by SecurEnvoy found
66% fear losing their mobile phone. • 49% of adults have become
upset at partner for spying on phone
• 41% of mobile phone users have set a PIN code and 10% encrypt their phones to secure themSource: The Telegraph 16 Feb 2012
Gap in Consumer & Business SMS• Textmarketing survey of 1,368 consumers finds dramatic gap
between what consumers want, and what businesses offer via SMS text messaging:
• 89% would like to receive delivery notices via SMS, but only 26% have received any (gap 63%)
• 84% would like appointment reminders via SMS but only 29% have received any (gap 55%)
• 68% would like SMS offers or discounts from brands they purchased from in past 3 months - yet only 12% had received any (gap 56%)
• 61% would like to receive order confirmations via SMS yet only 16% have received any (gap 55%)
%)Source: Textmarketing survey Oct 2012
SOLUTIONS OF SMS AND EMAIL
SolutionsText to Email Sign-Up
-Allow your customers to sign up for your email alerts through SMS
-No time wasted at POS
-Instant communication and interaction
SolutionsSweepstakes &
Promotions
- Incentivize your customers to join your email club w/ rewards and coupons
-Winners can be instantly contacted and texted with reward and/or coupon
PacSun Uses Incentives to Boost Email Sign Ups Through SMS
• Opportunity: Pacific Sunwear wanted a new way to increase their capture rate of email address
• Solution: Using SMS, users texted the keyword advertised in the dressing rooms to receive an instant reward. They were then asked for their email address to be entered into the Grand PacSun Sweepstakes
• Results:– 7 day campaign featured CTAs only in dressing
rooms– Over 25K users texted in to receive their instant
reward– Over 8K gave their email address to enter the
Grand Sweepstakes
Chuck E. Cheese’s Increases Email Sign Ups Through the Mobile Channel
• Opportunity: Chuck E. Cheese’s sought a new way to engage its next generation of parent customers and promote brand loyalty.
• Solution: Automated mobile sign up to improve upon handwritten sign up forms for promotional Chuck-E-Club.
• Results:– Saves time an increases accuracy– Enables the chain to send consumers an instant
coupon via email instead of weeks later– Email open rates from these subscribers are
10-20% higher and coupon clicks are 8-10% higher than other subscribers.
Ryan Linders – Director of Marketing
“Our top priority is to ensure simplicity of the in-store sign-up process for our moms and dads with young kids. The double-digit increases in open rate and click-through is icing on the cake”
SOLUTIONS FOR COUPONS
Mobile Coupons Mobile coupons get 10 times the redemption rate of traditional coupons.
• Deliver the right offer at the right time• Generic codes offer widespread usage while
personalized codes offer security and detailed measurement
• Alphanumeric, 1D, 2D, or QR bar codes• Maximize transaction with targeted offers• Integrate with POS and CRM
Source: MMA
Mobile Coupons: What You Need to Know
28Sources: eMarketer, Dec 2012 and RadiumOne Report, Feb 2013
53 million U.S. mobile coupon users
predicted for 2014
42%
28%
30%
Consumers Prefer SMS-Based Coupons
SMS-Based
Barcode Scan
Push Notifications
The most frequently redeemed coupon categories:
Grocery Retail Food/Drink
GetGo Stores Increase Shopping Trips and Sales Through Mobile Offer
Opportunity: Opportunity to drive foot traffic at a specific time into Giant Eagle GetGo convenience stores to increase purchase frequency.
Solution: We created a mobile program promoted through signage in the Deli. Consumers were invited text “MEALS” to a shortcode for exclusive deli offers each week. The SMS message was sent at 3pm on weekdays for an offer valid only between 5-6pm that day.
Results:– Opt-in rate of 200 new consumers per store per
month– 10% redemption rate – in less than 3 hours! – Each consumer spent $30.00 while getting the
free item– GetGo saw $15 in incremental sales for each $1
spent on the program
Solutions for Alerts
Financial Services• On-boarding• Credit card fraud• Payment reminders and
notifications
Financial Services• On-boarding• Credit card fraud• Payment reminders and
notifications
Collections• Billing reminders• Expedite payments• Fraud management
Collections• Billing reminders• Expedite payments• Fraud management
Health Care• Appointment remind• Prescription renew• Disease management
Health Care• Appointment remind• Prescription renew• Disease management
Retail• Sales alerts• Product recalls• Order confirmations and
delivery notifications
Retail• Sales alerts• Product recalls• Order confirmations and
delivery notifications
Telecom• Minutes used• Payment reminders• Notifications
Telecom• Minutes used• Payment reminders• Notifications
Utilities• Service confirmation• Outage status• Crew callout
Utilities• Service confirmation• Outage status• Crew callout
IMPROVE CUSTOMER SATISFACTIONREDUCE COSTS
INCREASE REVENUE
IMPROVE CUSTOMER SATISFACTIONREDUCE COSTS
INCREASE REVENUE
-- Source: Frost & Sullivan; “Proactive Customer Communications”
Examples of Proactive CommunicationsBroad range of scenarios across departments and industries
33
• Service interruptions• Going over plan, consider
upgrading (minutes, texts, etc)• Upcoming warranty or “points”
expiration• Upgrade your phone eligibility• Product recall• Network upgrades• Approval status• Certification/Training reminder
Examples:Delivery Confirmation
Proactive Alerts and Notifications
Sears: Your delivery is scheduled for 2pm on 10/11/13. Reply YES to confirm
SMS Polls, Voting & Trivia• Call-to-action in TV, print, radio, web, or outdoor ads• Consumers text a keyword to your short code to participate• Adds a fun, interactive element to marketing messages• Tie in opt-in request or mobile coupon at the end
35
Vote for Man of the Match!
Text MOTM to 99222.
Product Recall Notifications• Cost-effectively contact
targeted customers in 24 hours or less during critical product recall alerts
• On-demand platform offers scalability and capacity to reach millions of customers without delay
• Multi-channel solution to contact customers in their preferred method: Voice, Email or SMS
• Leverage SoundBite’s inbound IVR services or direct customers to your IVR or contact center
• Proven solution used by dozens of grocers and retail chains nationwide
36
“This is a pre-recorded call from Marvelous Markets
with important information about a recall on pet food. Our Loyalty Card records
show that you purchased one of the products in the past 3
months…”
SOLUTIONS FOR SURVEYS
Surveys Gain Valuable Feedback
38
Use SMS or mobile web to conduct the survey. Identify detractors and instantly connect them with Customer Support to address problems.
The Link Between Experience & Loyalty
39
JetBlue stated that a customer who is a PROMOTER is worth $33 above the average value of its customers, while a DETRACTOR is worth $104 below average.
Source: Customer Experience Matter Blog, CX Insights from Marriott and JetBlue, Nov. 2011
Questions?
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