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Database + Mobile email + Image Based Marketing
Presented by Chris Munz, Sales Engineer Fishbowl Inc.
@cmunzproject
#fb2012
It is going to be one of those days!
I feel like this most days!
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How much email are subscribers receiving each day?
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Why People Unsubscribe
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Data Miners
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Segmentation = Relevant Messaging Case Study
The Challenge: Declining/Stagnant Open Rates hovering around 22% - 18% from sending messages to all members.
Family Style Italian Restaurant
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Solution: Learn Guest Preferences to gain additional insight for better message targeting.
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Survey = Customer Data
Survey was sent to the entire list
24% Open Rate
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Special Occasion Data Analysis
Survey Question: Are you ever the event organizer for your group?
4%
24%
50%
22%
Frequency of Organizing Events for Large Groups
Very frequently
Somewhat frequently
Rarely
Never
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Family Data Analysis
Do you have children living at home?
45%
55%
Children Living at Home
Yes
No
0
2000
4000
6000
8000
10000
12000
0-5 6-12 13-17 18+
Num
ber o
f Res
pons
es
Age
Age of Children Living at Home
How old are your children?
Survey Questions:
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Family Mailing 53% Open Rate
Special Occasion Mailing
40% Open Rate
Segmentation Relevant Messaging Higher Open Rates = =
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90 Million Active Subscribers and the Email Providers they use!
AOL.COM 11%
COMCAST.NET 4%
GMAIL.COM 16%
HOTMAIL.COM 14%
MSN.COM 3%
OTHER 24%
YAHOO.COM 28%
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Gmail
Yahoo
AOL
Hotmail
Other
4%
4%
4%
6%
3%
68%
53%
38%
58%
42%
21%
30%
32%
24%
34%
6%
12%
22%
10%
17%
1%
1%
3%
2%
3%
1%
1%
Email Client vs. Age Under 18 18 -34 35-49 50-64 65 or older Rather not say
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"Recognizing it's not every day that you get a chance for free pizza and Pepsi MAX on the simple flip of a coin, we expect the rush of people signing up for Papa Rewards to continue right up until the official coin is tossed. "John Schnatter, Papa John's founder, chairman and CEO.
The reward for Papa John’s was that they gained more insight into new and old
customers.
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Action Based Messaging
22% 23% 32% 36%
46% 47% 47% 57%
83%
Postcards All Messages ProgramAnniversary
PreferenceCenter
Birthday Family Join Loyalty Progam Welcome PreferenceCenter Thank
You
Fishbowl Open Rates % Open Rate
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Action Based Messaging
Regular Messaging Action Based Messaging
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Less Stress!
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Why we need to keep an eye on Mobile Email?
Global Smartphone unit sales are expected to grow 25%, as people exchange their feature phones for more advanced devices.
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~Why Mobile Email is Important~
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Most Preferred types of mobile email messages
Newsletters
New Products
Real Time delivery tracking
Promos + Vouchers
Special Offers
Other
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Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe.
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27 Million Users as of March 2012
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jamieoliver Pinterest is great, I don't bloody understand it but I think it's great I think ..... But its a cool way to search good stuff I suppose mmmm
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Top 4 predictions for 2012 Winning Marketing programs will become data
driven end to end.
A tighter bond will be formed between all
marketing channels.
We will need to optimize our messaging for mobile
Image based Marketing will become an intricate
part of your marketing program.
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