Prospect segmentation is not a new concept for marketers, but with the growing adoption of marketing automation systems, the ability to segment prospects has been enhanced and streamlined. Learn about new ways of engaging your target audience for increased success in this presentation put on by comScore at Elevate 2011.
- 1.Getting Personal with Email MarketingMatt CumelloSenior Manager, Product Marketing
2. comScore OverviewAbout 15th Largest Market Research Firm in the WorldClients 1700+ worldwideEmployees 900+HeadquartersReston, VA170+ countries under measurement;Global Coverage43 markets reportedLocal Presence32+ locations in 23 countries comScore, Inc. Proprietary. 2 3. comScores Lead Generation HistoryLimited online marketing before2007.+430%Spent the past 4 years creatingand publishing downloadablecontent to the comScore website.This increase in contentcontributed to a surge of newleads being passed toSalesForce.com via web-to-lead +240%forms. comScore, Inc. Proprietary. 3 4. 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. comScore, Inc. Proprietary. 4 5. The Solution: Pardot Marketing AutomationSigned up with Pardot in late 2009, allowing comScoresmarketing team to qualify web leads prior to passingthose leads to SalesForce.com.comScore SalesEmailWebinarsQualified Leads SalesForce.comNew LeadsWhiteMicrositesPapers comScore, Inc. Proprietary.5 6. Emails 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. comScore, Inc. Proprietary. 6 7. Key Feature: Automation Rules Automation rules were the first order of business for comScore. Segment prospects by observed behaviors and interests. comScore, Inc. Proprietary. 7 8. How comScore Segments Prospectsbyby by Opportunityby Product GeographyVertical StatusForm Search BrazilChile Auto OpportunityInsuranceLost Webinar AttendeePeru Product X Latin American Prospects in AutoProspects with LostEngaged List Prospects ListInsurance Industry List Opportunity List comScore, Inc.Proprietary. 8 9. What segmentation means for comScoreTargetedCommunications comScore, Inc. Proprietary. 9 10. 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. comScore, Inc. Proprietary. 10 11. Impact of Social Sharing within Email AddThis Social ShareIcons comScore, Inc. Proprietary. 11 12. The Power of Like Facebook users spend more than a quarterof their time on the site interacting with theNewsfeed; this activity represents 4 percentof all time spent online in the U.S. The Newsfeed is also the primary locationwhere branded content is consumed. Infact, users are 40-150 times more likely toconsume branded content in the Newsfeedthan to visit the Fan Page itself. Friends of Fans constitute an importantincremental audience, typicallyrepresenting a much larger set ofconsumers (81 times larger, on average, forthe top 1000 brand pages) who can receivesocial media brand impressions by way oftheir Friends. comScore, Inc. Proprietary. 12 13. Impact of highly targeted email marketing Segmentation ishelping comScoreraise open and clickrates. comScore, Inc. Proprietary. 13 14. The (Near) Future of Segmentation: Mobile comScore, Inc. Proprietary. 14 15. Mobile Stats / Trends In less than 4 years, Millennials will account fornearly 50% of the employees in the world. This group has grown up with social media, textmessaging, smartphones and ubiquitous internetaccess as the norm. The adoption of smartphones and tablets israpidly changing how people use technologyacross their personal and business lives.Sources: Harvard Business Review, IDC comScore, Inc. Proprietary. 15 16. comScore Mobile App Segmentation How it WorksRSS Feeds comScore, Inc. Proprietary. 16 17. Prospect is Segmented into Mobile Specific Campaign comScore, Inc. Proprietary. 17 18. Mobile Segmentation Personalize Email by ContentMost popular phonebrands by pageviews Page name% (October 2011) Smartphones and tablets U.S. press release 12.29%Homepage 9.05%U.S. mobile subscriber market share press release - August 5.05% AppleAdvertising Week Sweetery Raffle 2.72% SamsungU.S. mobile subscriber market share press release - July 2.22% GenericDigital Omnivores1.88% HTCAndroid Smartphone Adoption in Japan press release 1.39% BlackberryPress releases subsection front1.14% OTHERPower of Like whitepaper 1.10%Careers subsection 1.10%Blog homepage1.01% Most popular phone type by Products and services section front0.89%pageviews (October 2011)Social networking on the go press release0.86% Apple iPad QR/bar code scanning press release 0.85%Web analytics subsection front 0.74% Apple iPhone Sweetery page0.72% Generic Device with Opera browser Apple iPod Touch Samsung GT-i9100 comScore, Inc. Proprietary.18 19. Mobile Segmentation Personalize Email Format Create email templates that are optimized for mobile devices Leverage Pardots Gold Email package to ensure emails to iOS, Android and Windows Mobile users renders correctly. comScore, Inc. Proprietary. 19 20. 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 comScore, Inc. Proprietary. 20 21. 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 comScore, Inc. Proprietary. 21 22. Questions? Email: email@example.com firstname.lastname@example.org Twitter: @Mattyc78 comScore, Inc. Proprietary. 22