Automated eMarketing

Automated eMarketing: Getting the Tactical Execution Automated So You Can Focus on the StrategyThursday, January 21, 2010

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Webcast “Housekeeping”

• Ask questions throughout the presentation using the “Questions” button at the top of the screen

• All questions will be answered at the end of the presentation

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Today’s Presenters

• Marci Hower – 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 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.

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Automated eMarketingGetting the Tactical Execution Automated So You Can Focus on the Strategy

• Why automate?• What to automate?• How to automate• Automation in practice…

Why Automate?

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Top email marketing challenges

MarketingSherpa 2010 Email Benchmark Report

Why Automate?

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• 89% of retailers cited email is the most mentioned successful tactic overall.- Forrester Research and Shop.org "Retailing Online 2009: Marketing Report' (2009)

• 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 marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008)

Why Automate?

• Improve customer service• Leverage the unrivaled power of recency• Consistently deliver relevant messages• Reduce missed opportunities• Strengthen relationships• Set it and forget it (well, almost)• Significantly outperform standard messages

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On-boarding messages

Welcome message

Confirmation message

Birthday greeting

Transactional messages

Change Notices

Available now notices

Billing/Payment notices

Return notices Bonus notice

Customer service messages

Failure notices

Information posting noticesInformation request response

Meeting confirmationsProfile update notifications

Recommendations from friends

Registration information

Account information

Shipment notificationsSocial networking updates

Status notifications

Acknowledgement email

Announcements

Service notifications

Anniversary

Lapsed activity

Cross-sell messages

Post purchase messages

Shopping cart abandonment

Profile update notifications

Shopping cart abandonment

Web page behavior

Web page behaviorProfile viewed alert

Download alert

Membership anniversary Friend requestProfile viewed Topic alertMembership guides Target reachedLack of activity touch point Win-back alert

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

What to Automate?

• Start small, automate and measure

You don’t need a complicated system to boost the bottom line

– Low hanging fruit– Easy to implement– Simple arbitration– Simple measurement

What to Automate?

• Know your audience– Demographics– Attitudes– Behavior– Financial– Segmentation

• Brainstorm Triggers– Life Stage Triggers– Life Cycle Triggers– Transactional Triggers– Customer Initiated Triggers– External Triggers

What to Automate?

• Develop a business case– Conversion rate projections– Financial projections– Align with organizational objectives and system capabilities– Addresses current customer life-cycle, purchase cycle or business

needs– Do not duplicate existing marketing programs– Define trigger qualification criteria and size audience

• Prioritize• Continually evaluate and add programs• Scale your programs

– Triggers based on pattern detection– Optimize based on arbitration– Design of testing methodologies

Case Study: SmartBargain.com

Case Study: Realtor.com

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How to Automate?

Integration.Automation.Optimization.

How to Automate? Integration

• Marketing Messages– Strategy & development of incentives

• 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– Others?

How to Automate? Automation

• Finalize triggers• Combine recommended triggers with budget, offers/messages

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

How to Automate? Optimization

• Analysis of current programs– Supports business case– Design trigger performance reports and develop code to automate– ROI calculations

• Tweak triggers based on results– 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

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Case Study: Midas

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Case Study: Midas

• Started small, low hanging fruit• Continually evaluating and growing programs• Analyzed audience• Developed a business case• Integrated with current marketing programs• Combined recommended triggers with budget,

offers/messages and channel• Integrated data sources and platforms

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Midas triggers

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ATOM℠ -- Automated, Triggered-Opportunity Marketing

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ATOM manages trigger identification and optimization process

ATOM process

Objectives & strategiesdrive trigger decisionsObjectives & strategiesdrive trigger decisions

Trigger opportunities delivered through multiple channels

Trigger opportunities delivered through multiple channels

Alternative trigger types

Alternative trigger types

Marketing & retention opportunities are generated

Marketing & retention opportunities are generated

Opportunity arbitration matches best

offer/channel to customer

Opportunity arbitration matches best

offer/channel to customer

Tracking at trigger & program level

Tracking at trigger & program level

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Case Study: Midas

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Purchase TriggerConveys Midas brandCoupon print-outClear call to action

Personalized • Name• Store• Store manager • Date

Dynamic Content:• Coupon• Service

Case Study: Midas

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FSM TriggerConveys Midas brandCoupon print-outClear call to action

Personalized • Name• Car Make• Mileage• Store • Date

Dynamic Content:• Coupon• Recommended Services

eCRM Deployment Process

Midas eCRM Process BEFORE Automation:

– Individual list loads took several hours

– Creative was paste HTML and did not allow for dynamic content

– Limited manual communication between CRM database and Exact Target for contact history

– No Tracking data was getting communicated to the CRM database from Exact Target

– Opt-outs were updated monthly

Midas eCRM Process AFTER Automation:

– Data Extension Import and filters now take minutes

– Creative was updated to allow for dynamic content rules, making communications more relevant to the recipient

– Consistent communication between CRM database and Exact Target for contact history

– Tracking data is now imported into CRM database, allowing closed-loop reporting

– Opt-outs are managed daily

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eCRM Metrics Comparison

Before Automation Delivery Rate: 90.8%Open Rate: 17.0%Click-through Rate: 1.6%(note emails do not have many reasons for clicking)

Conversions: UnknownConversion Rate: Unknown

After Automation 4/09-9/09Delivery Rate: 94.2%Open Rate: 23.9%Click-through Rate: 1.9% (note emails do not have many reasons for clicking)

Conversion Rate: 19.6%Higher ticket items through

online channel

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Other Metrics Marketing Webinars

• Next Webinar: The Value of Eye Tracking SoftwareFebruary 18, 2010 12:00 PM - 1:00 PM ESTPresenter: Cathy Zapata, VP of Research and Customer ExperienceLearn more at http://events.metricsmarketing.com

• Other Previously Recorded BrightTalk Webcasts:Automated Triggered Opportunity MarketingPresenter: Todd ThompsonBrightTalk: http://www.brighttalk.com/webcasts/7621/play

Landing Page OptimizationPresenter: Cathy ZapataBrightTalk: http://www.brighttalk.com/webcasts/7618/play

Customer Conversion OptimizationPresenter: Mike KihalekBrightTalk: http://www.brighttalk.com/webcasts/7622/play

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http://events.metricsmarketing.com/

http://www.brighttalk.com/webcasts/7621/play



Questions?

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Contact Information

Marci Hower, VP Interactive Services440-471-6017 or 877-332-9222 X117

[email protected]

Marci Hower, VP Interactive Services440-471-6017 or 877-332-9222 X117

[email protected]

mailto:[email protected]

mailto:[email protected]

Automated eMarketing

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Transcript of Automated eMarketing