SMART MARKETING WITH TED

Ted Bergstrom Business Development Manager

AGENDA

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•  INTERACTIVE DISCUSSIONS

•  WHAT IS SMART MARKETING?

•  SMART MARKETING IN-TOOL VIEW

•  QUESTION & ANSWERS

EMAIL - INTERACTIVE DISCUSSION

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•  Who has sent an email?

•  Who has bought something online?

•  Who sends emails to their customers and prospects?

•  Who makes money off those emails directly or indirectly?

WHY DO WE LOVE EMAIL?

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ü  Email has a wide reach

ü Email is measurable

ü  Email can be highly customized

ü  Email improves brand awareness & customer relations

ü  Email has the highest ROI of any marketing channel

SMART MARKETING = PERSONALIZATION

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WHY PERSONALIZATION ?

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ü  Personalization increases engagement

ü  72% increase in open rates

ü  81% increase in click through rates

ü  41% of consumers buy more when personalized

Source: Marketing Sherpa and MyBuys Consumer Study

PERSONALIZATION = RIGHT DATA + CONTENT + AUTOMATION

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SMART DATA

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Email Address: amy1970@gmail.com

Full Name: Amy Morris

Gender Female

Sign-Up Date: April 20, 2012

Purchase History: CRM CLIENT DATA

Click-Through Rate: 29%

Device Type: iPhone 5, Windows 7 Desktop, Firefox

Interests & Hobbies: Health & Fitness, Hiking

Date of Birth: June 8, 1970

Occupation: Freelance Graphic Designer

City of Residence: Portland, OR

Education: BFA, University of Washington

Annual Household Income: $130,000

Social Media Activity: Moderate

Social Media Influence: Moderate

Social Media Accounts: Twitter, Facebook

amy1970@gmail.com

IS YOUR DATA SMART?

•  How are you using your prospect/customer data today?

•  How are you gathering data on your target clientele?

•  What data are you not collecting today that you’d like to be?

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IN TOOL VIEW - SMART DATA

SMART SEGMENTS

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•  Smart Data provides the path to Smart Segments.

•  Smart Segments allow for personalized offer based on demographic, geographic, psychographic, or behavioral information…

•  ….a truly targeted offer to a segment based on known data and interests

•  The more you segment your data and refine the approach the better results you’ll see.

DO YOU USE SMART SEGMENTS?

•  Are you segmenting your data today?

•  What data points have you found to be most useful for segmentation?

•  Are there any other segments you are thinking of trying out?

•  What data do you need to create those segments?

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IN TOOL VIEW - SMART SEGMENTS

SMART MESSAGES

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•  Smart personalized messages delivered to email, mobile, social, and web •  Email deliverability increases with engagement •  Mobile is the new inbox… •  Smart Message coding – responsive client device rendering •  Social posting, subscriber sharing, influencers & brand advocates •  Technology that pulls in and displays web content - smartGET, xsltGET, RSS •  Advanced logic evaluate and display content personalized per subscriber

ARE YOU SENDING SMART MESSAGES?

•  Are you pulling live content/blogs into your messages today?

•  What have been your most successful email campaigns?

•  How successful are your ‘batch and blast’ against targeting smarter messages?

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IN TOOL VIEW - SMART MESSAGES

SMART INSIGHTS

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•  In-depth reporting

•  Simple-to-use tools to test and measure, refine and improve your results.

•  Automated campaign trends.

•  List growth charts.

•  Analytic tool integrations.

WHAT ARE YOUR SMART INSIGHTS?

•  How do you determine an email campaign to be a success?

•  What are the most important metrics you track when sending out messages?

•  Are there metrics you wish you were tracking today but are not?

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IN TOOL VIEW - SMART INSIGHTS

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SUCCESSFUL SMART MARKETERS

Costco - High value campaign •  Shopping cart abandonment •  Click through rate over 20% •  Conversion rate of over 20% •  Drove additional 2.5% of revenue SavvyMom - Lifecycle marketing & Mobile optimization •  Implemented welcome services - part of lifecycle approach •  Increased unique click rate 450% •  Responsive design on creative for mobile version •  Mobile viewers had 2x higher click rate than desktop users Prep Sportswear - Personalization example •  Personalized subject lines •  Dynamic content for images based on favorite team •  68% increase in unique open rate •  Click to open went from 20% to 40%

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1 = Poor & 4 = Awesome!

Smart Date 1 2 3 4

Smart Segments 1 2 3 4

Smart Messaging 1 2 3 4

Smart Insights 1 2 3 4

SCORE YOURSELF

HOW DO YOU SCORE? 12 – 16… 8 – 11….. 5 – 7…… 1 – 4……

.. I’m a marketing Mensa!

.. I do alright

.. Hum…..

.. Ok, I need help Ted!

CONNECT FOR EXTRA CREDIT!

Rate yourself with the comprehensive Email Marketing Scorecard http://www.whatcounts.com/scorecard

Download the Beginners Guide to Email Marketing http://www.whatcounts.com/email-guideregcomplete

WhatCounts WhatCountsEmail

Ted Bergstrom Business Development Manager tbergstrom@whatcounts.com