managing “the conversation” between brand and customer in a web 2.0 world
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Managing “The Conversation” between Brand and Customer in a Web 2.0 World How Top Brands Use Email as the Foundation of their Strategy for Customer Development and RetentionTRANSCRIPT
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Managing “The Conversation” between Brand and Customer in a Web 2.0 World
How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention
Ali MargelloMarketing Account DirectorHyperDrive InteractivePlatinum ExactTarget reseller
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WEBSITE
SEARCHEMAIL
“Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.”
Source: Sirius Decisions
Selling to the “Connected” Consumer
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How in the World is
this Possible?
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<1990<1990 1990s1990s
Direct MailTelephone
19991999 2000s2000s 20082008TVRadioPrintDisplay
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Display
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter
Media Evolution
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Each day, the average consumer is exposed to 1600 ad messages.
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Trade Shows
Sponsored Events
Print Advertisin
g
Direct Mail
Social Networks
Broadcast Advertising
Public Relations
Webinars
Search Engine Marketing
Word of Mouth
Online Advertisement
s
Corporate Blogs
The Corporate Website
Websites Have Become The Hub of Marketing
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How are You Managing
the Conversatio
n?
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Prospect
The Customer’s Journey can Start Anywhere
Prospects and Customers Customers
DirectMedia
BrandingMedia
TV
Radio
Outdoor
Cinema
Website
Events
Online Ad
Direct Mail
SEO / PPC
Social Media
Mobile
DRTV
DR Print
Catalog
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Email is the Foundation
of 1-to-1
Marketing
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The Customer Life Cycle
Interest Evaluation Purchase Usage LoyaltyRe-Purchase
Email Aids the Decision-Making Process
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.”
“Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.” Source: Forrester Research
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Why Email?
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Some Stats About Email…
direct marketing direct marketing method used method used todaytoday
2008 Direct Partners Survey
#1#1Email is theEmail is the
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Some Stats About Email…
of all marketers cite email as of all marketers cite email as the best performing medium the best performing medium ahead of search & displayahead of search & display
Datran Media Survey, Dec 2007Datran Media Survey, Dec 2007
80%80%
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50%50%
48%48%*SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive
56%56% consider messages from known senders consider messages from known senders to be spam if they aren’t “interesting”to be spam if they aren’t “interesting”
consider messages from known senders consider messages from known senders that are sent too frequently to be spamthat are sent too frequently to be spam
are using “report spam” buttons for are using “report spam” buttons for reasons other than to report unsolicited reasons other than to report unsolicited emailemail
Consumers Define Spam
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SPAM
CHAT
RSS
SMS
----INBOX 2.0----
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1. Deliverability…to the inbox1. Deliverability…to the inbox
2. List Growth…net growth2. List Growth…net growth
3. Relevance…sophistication3. Relevance…sophistication
3 Main Factors Influencing Email ROI
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1. Deliverability…to the inbox1. Deliverability…to the inbox
2. List Growth…net growth2. List Growth…net growth
3. Relevance…sophistication3. Relevance…sophistication
3 Main Factors Influencing Email ROI
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• Poor or Insufficient Permission• High Recipient Complaints• Content, Volume or List Quality
Filtering • Spamtrap Hits• IP Address and Domain Blacklisting• Lack of ISP Compliance
Top Reasons Emails Are Filtered:
Today IP Reputation is key!
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1. Deliverability…to the inbox1. Deliverability…to the inbox
2. List Growth…net growth2. List Growth…net growth
3. Relevance…sophistication3. Relevance…sophistication
3 Main Factors Influencing Email ROI
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• List Growth is a Top Priority for Marketers (38%)− Only email relevance and improving conversiosn rank higher
• Organic Growth− “Gathering” tactics like onsite reg., inbound call centres, in-store POS
− Onsite includes non-incented & incented, paid search, etc.
• Viral – Make it Contagious
• Go Social (32%) not Postal (6%)
• Mobile Capture− In-store, out of home, events
Proximity – Value - Choice
Top List Growth Tactics
*SOURCE: 2009 List Growth Study from ExactTarget *SOURCE: 2009 List Growth Study from ExactTarget
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Mobile Capture
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Social Integrations
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List Growth = Lift
Increase your list by 5, 10 or 25% annually...
…and get the same lift in conversions!
What’s that worth in $?
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1. Deliverability…to the inbox1. Deliverability…to the inbox
2. List Growth…net growth2. List Growth…net growth
3. Relevance…sophistication3. Relevance…sophistication
3 Main Factors Influencing Email ROI
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Technology always wins
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Technology Can Help you
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Key Insights:• Marketers should adopt a service mentality. • By collecting more information from subscribers, you can
better anticipate what needs the customer will have and when.
• Listening to customer needs creates a better reputation and a greater sense of trust from consumers.
“Like it or not, consumers are in control. It is the companies that can harness trust through Subscribers Rule! that will break free of the noise in the year to come.”
- Morgan Stewart
Director, Research & Strategy, ExactTarget
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Increase Revenue w/ Relevancy
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What the pros doing?
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Relevancy Equals Success
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Gender-Based Content and Segmentation
• Key segmentation programs rolled out over 2008 and 2009
• 103% Increase in Revenue
• Less Email Frequency gives better brand experience
Static Abandon Basket Email
Dynamic Abandon Basket Email
Additional Automation Campaigns
Key Success Metrics
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Driving quicker purchase cycles with time sensitive offers
Program Focus Areas
Key Success Metrics
Increased CTR by:
44%• Short redemption period to
create urgency• Promo code changes daily to
reduce possible internet fraud
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Papa Johns - Social Integration
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