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Automated eMarketing by Metrics Marketing
The document discusses automating email marketing tactics so marketers can focus on strategy. It outlines reasons to automate like improving customer service and leveraging email's power. It also discusses what to automate such as opportunities throughout the customer lifecycle. The presentation then reviews how to automate through integration, automation, and optimization processes and tools. It provides examples from companies like SmartBargain.com and Realtor.com that automated tactics like welcome and re-engagement emails.
Automated eMarketing by Metrics Marketing
- 1. Automated eMarketing: Getting the Tactical Execution Automated So You Getting the Tactical Execution Automated So You Can Focus on the Strategy Thursday, January 21, 2010 1/21/2010 1
- 2. Webcast Housekeeping Webcast “Housekeeping” • Ask questions throughout the presentation using the q g p g “Questions” button at the top of the screen • All questions will be answered at the end of the presentation • Please report any technical difficulties to Please report any technical difficulties to [email protected] • At the end of the presentation, please evaluate the webcast by clicking the “Rate” button at the top of your screen 1/21/2010 2
- 3. Today s Presenters Today’s Presenters • Marci Hower – Marci Hower manages Metrics’ interactive services offerings. Marci Hower manages Metrics interactive services offerings Marci has 15 years experience in online direct marketing. Prior to joining Metrics, Marci was a Business Development Manager with a national e‐ strategy consulting firm. She was also an integral part of growing a start‐up company as the General Manager of a Midwest interactive agency. Marci blends her experience in sales, marketing, design and interactive Marci blends her experience in sales marketing design and interactive technologies to help clients such as National City, Kelly Services, Midas, World Market Center and American Greetings create and implement their online strategies. A local thought leader, Marci is honored to be a past president of DMA Cleveland. She was instrumental in developing a regional conference that is now in its 4th year, Interaction 2009. Marci is a past recipient of Crains Forty under Forty award, and she is a frequent speaker at events and seminars. 1/21/2010 3
- 4. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 4
- 5. Why Automate? Why Automate? Top email marketing challenges MarketingSherpa 2010 Email Benchmark Report 5
- 6. Why Automate? Why Automate? • 89% of retailers cited email is the most mentioned successful tactic overall.‐ Forrester Research and Shop.org Retailing Online 2009: overall Forrester Research and Shop org "Retailing Online 2009: Marketing Report' (2009) • As a direct result of receiving email, 82% of respondents accessed their As a direct result of receiving email 82% of respondents accessed their account via online customer service. ‐ Epsilon (Oct 2008) • 66% of those surveyed said they had made a purchase because of a 66% of those surveyed said they had made a purchase because of a marketing message received through email. ‐ ExactTarget, "2008 Channel Preference Survey" (2008) 6
- 7. Why Automate? Why Automate? • Improve customer service • Leverage the unrivaled power of recency L th i l d f • Consistently deliver relevant messages • Reduce missed opportunities • Strengthen relationships • Set it and forget it (well, almost) • Significantly outperform standard messages Significantly outperform standard messages
- 8. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 8
- 9. Win‐back alert ck of activity touch point Target reached Membership guides Topic alert Profile viewed Profile viewed Membership anniversary Friend request Customer service messages On‐boarding messages Recommendations from friends Lapsed activity Service notifications C fi Confirmation message i Web page behavi W b b h i Welcome message Registration information Billing/Payment notices Download alert Download alert h Post purchase messages Shopping cart abando h b d Birthday greeting rofile update notifications Meeting confirmations Acknowledgement email Transactional messages Transactional messages Available now notices Profile viewed alert havior Anniversary Social networking updates Shipment notifications Bonus notice Change Notices Return notices Return notices opping cart abandonment Announcements Information posting notices Information request response Cross‐sell messages Failure notices F il ti Profile update not Profile update not Status notifications Account information
- 10. What to Automate? What to Automate? • Opportunities are countless The more triggers you implement the more revenue you will generate over time. • Reality Check The majority of your subscribers are not likely to meet the criteria of your triggers in any given month. Volume is low. Controls and frequency caps must be in place
- 11. What to Automate? What to Automate? • Start small, automate and measure You don’t need a complicated system to boost the bottom line – Low hanging fruit Low hanging fruit – Easy to implement – Simple arbitration – Simple measurement
- 12. What to Automate? What to Automate? • Know your audience – Demographics D hi – Attitudes – Behavior – Financial Fi i l – Segmentation • Brainstorm Triggers – Life Stage Triggers – Life Cycle Triggers – Transactional Triggers – Customer Initiated Triggers – External Triggers
- 13. What to Automate? What to Automate? • Develop a business case – Conversion rate projections C i t j ti – Financial projections – Align with organizational objectives and system capabilities – Addresses current customer life‐cycle, purchase cycle or business needs Add t t lif l h l b i d – Do not duplicate existing marketing programs – Define trigger qualification criteria and size audience • Prioritize Pi ii • Continually evaluate and add programs • Scale your programs – Triggers based on pattern detection – Optimize based on arbitration – Design of testing methodologies
- 14. Case Study: Smartargain.com Case Study: SmartBargain.com
- 15. Case Study: Smartargain.com Case Study: SmartBargain.com
- 16. Case Study: Smartargain.com Case Study: SmartBargain.com
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- 19. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 19
- 20. How to Automate? How to Automate? Integration. Automation. Optimization.
- 21. How to Automate? Integration • Marketing Messages – St t Strategy & development of incentives &d l t fi ti • Channels – What channel will be used to deliver message • Arbitration – Maximum number of contacts per day – Maximum number of contacts per year – Minimum time between contacts – Lead Prioritization • Databases • Platforms – Web analytic platform – Email service provider p – Others?
- 22. How to Automate? Automation • Finalize triggers • Combine recommended triggers with budget, offers/messages C bi d dt i ith b d t ff / and channel • Supports business case development • Data sourcing and transfer – Identify files required – Design frequency – Exchange protocol information to establish transfers – Request and deliver on going file feeds as well as historical extracts • Content – Finalize creative and messages – Manage personalization – Create dynamic content areas where needed
- 23. How to Automate? Optimization • Analysis of current programs – Supports business case S t b i – Design trigger performance reports and develop code to automate – ROI calculations • Tweak triggers based on results T kt i b d lt – Widen deployment of the most effective triggers – Seek additional triggers with similar attributes of your best – Discontinue use of less effective triggers • Develop greater insights with test methodologies – Test: Offer, audience, creative, cadence, personalization • Create new triggers based on more sophisticated analysis – Statistically meaningful changes in transactions – Store visit behavior changes – Site engagement levels
- 24. Automated eMarketing g Getting the Tactical Execution Automated So You Can Focus on the Strategy • Why automate? • What to automate? • How to automate • Automation in practice… 1/21/2010 24
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- 26. Case Study: Midas Case Study: Midas •Started small, low hanging fruit • Continually evaluating and growing programs • Analyzed audience • Developed a business case Developed a business case • Integrated with current marketing programs • Combined recommended triggers with budget, Direct Mail offers/messages and channel offers/messages and channel • Integrated data sources and platforms Mobile Email Customer Phone Web 1/21/2010
- 27. Midas triggers Midas triggers Purchase & P h & Retention Repurchase Repurchase timing triggers Purchase pattern disruption Factory service Factory service maintenance Declined services Loyalty L lt “Most likely” communications models/triggers 1/21/2010
- 28. ATOM℠ ‐‐ Automated, Triggered‐Opportunity Marketing Purchase & Purchase & Retention Repurchase Repurchase timing triggers Purchase pattern disruption h di i Factory service maintenance Declined services Loyalty communications L lt i ti “Most likely” models/triggers ATOM manages trigger identification and optimization process 1/21/2010
- 29. ATOM process ATOM process Objectives & strategies Marketing & retention Tracking at trigger drive trigger decisions opportunities are generated & program level Opportunity arbitration Trigger opportunities Alternative trigger types Alternative trigger types matches best matches best delivered through delivered through offer/channel to customer multiple channels 29
- 30. Case Study: Midas Case Study: Midas Purchase Trigger Conveys Midas brand Coupon print‐out Clear call to action Personalized Personalized • Name • Store • Store manager • Date Dynamic Content: • Coupon • Service 1/21/2010
- 31. Case Study: Midas Case Study: Midas FSM Trigger Conveys Midas brand Coupon print‐out Clear call to action Personalized Personalized • Name • Car Make • Mileage • Store • Date Dynamic Content: Dynamic Content: • Coupon • Recommended Services 1/21/2010
- 32. eCRM Deployment Process eCRM Deployment Process Midas eCRM Process BEFORE Automation: Midas eCRM Process AFTER Automation: – Individual list loads took several – Data Extension Import and filters hours now take minutes – C ti Creative was paste HTML and did t HTML d did – Creative was updated to allow for not allow for dynamic content dynamic content rules, making – Limited manual communication communications more relevant to between CRM database and Exact between CRM database and Exact the recipient the recipient Target for contact history – Consistent communication – No Tracking data was getting between CRM database and Exact communicated to the CRM Target for contact history database from Exact Target – Tracking data is now imported – Opt‐outs were updated monthly into CRM database, allowing closed‐loop reporting – Opt‐outs are managed daily dd l 1/21/2010 32
- 33. eCRM Metrics Comparison eCRM Metrics Comparison Before Automation After Automation 4/09‐9/09 Delivery Rate: 90.8% Delivery Rate: 94.2% Open Rate: 17.0% Open Rate: 23.9% Click through Rate: 1.6% Click‐through Rate: 1 6% Click through Rate: 1.9% Click‐through Rate: 1 9% (note emails do not have many reasons for clicking) (note emails do not have many reasons for clicking) Conversions: Unknown Conversion Rate: 19.6% Conversion Rate: Unknown Conversion Rate: Unknown Higher ticket items through Higher ticket items through online channel 1/21/2010 33
- 34. Other Metrics Marketing Webinars Other Metrics MarketingWebinars • Next Webinar: The Value of Eye Tracking Software February 18, 2010 12:00 PM ‐ 1:00 PM EST February 18 2010 12:00 PM ‐ 1:00 PM EST Presenter: Cathy Zapata, VP of Research and Customer Experience Learn more at http://events.metricsmarketing.com • Other Previously Recorded BrightTalk Webcasts: Other Previously Recorded BrightTalk Webcasts: Automated Triggered Opportunity Marketing Presenter: Todd Thompson BrightTalk: http://www.brighttalk.com/webcasts/7621/play Landing Page Optimization Presenter: Cathy Zapata BrightTalk: http://www.brighttalk.com/webcasts/7618/play Customer Conversion Optimization Presenter: Mike Kihalek BrightTalk: http://www.brighttalk.com/webcasts/7622/play 1/21/2010
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- 36. Contact Information Contact Information Marci Hower, VP Interactive Services 440‐471‐6017 or 877‐332‐9222 X117 877 332 9222 X117 [email protected] 1/21/2010 36