14ajfer - marketingsherpa · last‐chance strategies to re‐engage inactives before the purge....
TRANSCRIPT
Watch a video recording of this webinar to see Daniel Burstein and reporter
Courtney Eckerle guide you through the presentation and answer questions from
the audience.
http://bit.ly/14AJFEr
Join the conversation
#SherpaWebinar
Best in Show: Top TakeawaysFrom Email Summit 2013
• Daniel Burstein, Director of Editorial ContentMECLABS/MarketingSherpaTwitter: @DanielBurstein
• Courtney Eckerle, ReporterMECLABSTwitter: @courtneyeckerle
Introductions
Join the conversation
#SherpaWebinar
• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement
MarketingSherpa is a research and publishing organization serving the marketing community
Email Newsletters: How the NFL.com used personalization and segmentation to score a 121% open rate touchdown
Email Awards 2013 Presentation
Christine Hua Brad BortoneManager of Fan‐Centric Marketing Senior Research EditorNFL MECLABS
Segment the audience
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Takeaway: Segment the audience
Objective: To make this email as relevant and targeted as possible by segmenting by a fan’s chosen team, and providing the fan with the most up‐to‐date, real‐time content and information.
Steps to Success:
1. Maintained user team preference, with additional newsletter branding.
2. Further segmented recipient database, broken down by user activity and longevity. Knowing users need for the most up‐to‐date information, they inserted a live countdown to their team’s game and scraped the NFL site the day the email is sent for up‐to‐date articles and videos, not seen by the fan before.
Results: Get me the ball! I’m 121% more open!
Year‐over‐year, the 2012 NFL.com newsletter produced
• 121%more opens• 26%more clickthroughs• 9%more mobile opens
MarketingSherpa.com/OptimizationAmelia Showalter
Director of Digital AnalyticsToby FallsgraffEmail Director
Obama for America Obama for America
EARLY BIRD SAVINGS$500Before March 29
Discover how to apply the science of optimization to your specific marketing needs.
Reserve your seat today:
Last‐chance strategies to re‐engage inactives before the purge
Win‐back Campaigns and List Cleansing
Diana Primeau Pamela MarkeyDirector, Member Services Senior Director, MarketingCNET MECLABS
Send out win‐back sweepstakes email
• Provide compelling value to subscribers to drive engagement• Two tickets to the 2012 International CES in Las Vegas• Round trip airfare for two (U.S. and Canada, excluding QC)• Three nights at the Treasure Island Hotel & Casino
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We miss you – please come back!
Send list cleanse and last chance emails
• Two sends, one week apart to all inactive users • Provide the user with something relevant and interesting • Give them a reason to stay
39
Is this goodbye? CNET will miss you.
EMAIL SEND RE‐ENGAGEDList cleanse email 6.35%
Last chance email 2.22%
Campaign results 8.57%
Cleanse and last chance campaign results
8.57% of inactive user base re‐engagedList cleanse and last chance campaign result in 8.57% re‐engagement
What You Need to Understand: You have to be committed to the cleanse. If you are going to send emails you have to follow through.
!
Small List, Big Results
Proactive List Hygiene
Matt ByrdEmail Marketing ManagerWeddingWire
One day, this happened to me…
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(Uh oh.)
Determining the Cause
• Identified the profile of users who were most likely to complain. Let’s call these users “Scrubs.”
• Discovered that most Scrubs had been inactive for long periods of time until they complained.
• Removed those Scrubs from my list, and implemented list hygiene as a constant, on‐going process.
Internal & External Education
• Removing only those who were highly unlikely to take action
• Spending less money on sending less email
• Preventing large blocks again in the future
• Maintaining a high‐quality list for our advertisers & us
Results
Opens & clicks maintained or increased
Spam complaint rate down 76%
Delivering Communications that Convert
Let Buyer Behavior Be Your Guide!
Loren McDonaldVP, Industry RelationsSilverpop
@LorenMcDonald
Mass Marketing
Behavioral Marketing
Direct Marketing
Customers are a single audience
Customers are many little
audiences
Customers are
individuals
Demographics + Preferences + Behaviors = More Accurate Picture
‐ Male‐ Calif.
‐ Married‐ Purchased shirts
Purchases a dress
Behavioral Data Only:‐ Female
‐ Cross DresserWith Demos/Preferences:‐ Likely buying for spouse as gift
How An Online Music Teaching Company Harnessed The Power of E‐mail Automation & Behavioral‐based Marketing to Increase Conversions.
Jermaine GriggsFounderHear & Play Music, AutomationClinic.com
• Recency, Monetary, Frequency• A method for analyzing customer behavior and creating/sorting segments by likelihood to respond.
• Recency – How recently did customer purchase?• Frequency – How often does customer purchase?• Monetary – How much has customer spent?
RFM Defined
Wrapping It Up: Action Steps
• Collect key pieces of data to get the conversation started
• Use CRM that will allow you to continually add and act upon data and tags in user records
• Build out different paths within the sequence for your most active users to follow (course correction for others)
Wrapping It Up: Action Steps
• Incorporate other marketing channels & multimedia elements: direct mail campaigns, personalized audio, video, post cards, birthday cards, gift cards… especially to hyper‐responders.
• Remember: Don’t be afraid to use a personal, conversational tone… even in B‐to‐B. “Companies are People.”
• Daniel Burstein, Director of Editorial ContentMECLABS/MarketingSherpaTwitter: @DanielBurstein
• Courtney Eckerle, ReporterMECLABSTwitter: @courtneyeckerle
Thank You!