Post on 16-Apr-2017
How Well Do You Understand Your Customers?Create Lasting First Impressions
Phil Davis, GM Sales and MarketingRapleaf
294 billion emails sent per day
that’s a lot of emails.
*Statistic from Aug 2011
Stop Fighting for Attention
How are you going to grab the attention of your customers against your competition?
It’s crucial to make a good first (and lasting) impression to your customer
How Do You Make that Happen?
It’s crucial to connect and engage with your customers no matter what channel you use for communication. Utilize data in order to gain knowledge about your customer and create a stronger engagement.
A Peek Into the Daily Deal Space
Personalize Your Content with Data
Generic Email Blast
Targeted Message with Data
Increase Engagement
Hey Phil,Here’s today’s coupon. A great deal:
Treat yourself to a day of relaxation at ABC Spa: $25 off $100 purchase.
Hey Phil,Looking for a way to show your wife just how much she means to you?
Treat her to a day of relaxation at ABC Spa. She deserves it. $25 off $100 purchase.
About Rapleaf
About Rapleaf
OUR MISSION is to help marketers understand and target their audiences.
We’re consumers too, and we love it when marketing messages are relevant to us. So we help companies personalize connections with their customers by providing real-time actionable data on your customers emails.
Headquarters: San FranciscoSatellite offices: New York
& Chicago
_________________
For more information please visit our website:www.rapleaf.com
We’re the Email Guys.
Understanding Your Customers
Get to Know Your Customer Base
Kids are expensive
Avid MommyBlogger
Retirement is around the corner
Happily Married
Need to decorate my new home
What Do They Look Like?
Use Data to Get Insight
Story of steve@ohgmail.com:
email location
Married Male Children
steve@ohgmail.com
SF, CA Yes Yes Yes
Learn More about Steve
Where Do I Get the Data?
1. First party Data• Data your brand can gather by asking your customers for
relevant information
2. Behavioral• Metrics for clicks; analyzing how the customer interacts
with your emails and communication through all channels
3. Third Party• Inherit from a data provider• Get it fast with minimal work for your brand
Use Data to Differentiate
• Get them with right offer at the right time
• Get them relevant email content
• Optimize ongoing campaigns
• Not just email marketing-what is data telling other divisions in your company?
• Improve product, sales, BD, service & more
The Possibilities are Endless
Target deals to the relevant demographics to increase conversions on your offers
Segment messaging & content to provide a more one-to-one experience.
Learn about your most loyal customers and give them the VIP treatment they deserve.
VIP & LOYALTY PROGRAMSGenerate real-time reports to analyze your audience base and learn more about them.
INSIGHT & ANALYTICS
EMAIL SEGMENTATIONCUSTOMIZED OFFERS
Make this data actionable:
Full Circle: The Result
Hi Steve,
Thanks for signing up. Hope all is well in the foggy city! Thought you might be interested in our new line of tennis shoes.
Here’s a 20% offer for you and the family, but just cause we like you. Also, we’re opening more stores in San Francisco, so be sure to check them out…coming soon!
-The Sports Locker
Great First Impressions…
…so you can make Steve happy
Email Campaign Optimization
Taking It One Step Further
• Whose clicking?• Whose opening?• Who responds better to Subject lines?
- Males vs. Females? - Single vs. Married? - Old vs. Young?
Understanding Customer Interactions
So you can build better, more productive campaigns
How do You Analyze and Optimize?
A Closer Look
…into your email campaigns
Email List800k people
A Closer Look
…into your email campaigns
Email List800k people
Creative A
Creative B
A Closer Look
…into your email campaigns
Email List800k people
Creative A
Creative B
Subject Line A
Subject Line B
Subject Line A
Subject Line B
A Closer Look
…into your email campaigns
Email List800k people
Creative A
Creative B
Subject Line A
Subject Line B
Subject Line A
Subject Line B
Landing Page ALanding Page BLanding Page ALanding Page BLanding Page ALanding Page BLanding Page ALanding Page B
A Closer Look
…into your email campaigns
Email List800k people
Creative A
Creative B
Subject Line A
Subject Line B
Subject Line A
Subject Line B
Landing Page ALanding Page B
Landing Page A
Landing Page B
Landing Page A
Landing Page B
Landing Page A
Landing Page B
Testing for Optimization
A Closer Look
Creative A
Creative B
Subject Line ASubject Line B
Subject Line A
Subject Line B
Landing Page A
Landing Page B
Landing Page A Landing Page B
Landing Page A Landing Page B
Landing Page A Landing Page B
Email List800k people
Landing Page A
Email List800k people
Creative A
Subject Line A
Combination 1 of 8 we created:
A Closer Look
Age
Gender Marital Status
Layer in demographics for each combination (1 through 8) and consider the impact on the campaign performance.
A Closer Look
Age
Gender Marital Status
Layer in demographics for each combination (1 through 8) and consider the impact on the campaign performance.
What can we do with all this data?
The Power of Personalization
1. Get Data• As much as you can, however you can
2. Maintain your data • Build a dossier of first & third party
data throughout your entire customer engagement process.
3. Use it! • Present your customers with the
right message and the right offer to the right person at right time. Right?
Questions?
Thank You | Contact Us
Branch Offices:New York, NYChicago, IL
Rapleaf667 Mission St, 4th FlSan Francisco, 94105
t twitter.com/rapleaf
phil@rapleaf.com
Phil Davis GM Sales & Marketing Services
facebook.com/rapleaff
224.456.2300