Transcript
PROPRIETARY AND CONFIDENTIAL
May 2, 2011
Creating an Effective Right-time Email Marketing Program
Agenda
• Introductions
• Ground Rules
• Definition of “Right Time Messaging”
• Steps in the Process / Examples and Results
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Who is StrongMail?
• Leading provider of online marketing solutions for email and social media.
• We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money.
• Our products and services provide an end-to-end solution for some of the world’s biggest brands.
Over 500 Customers
The StrongMail PresentationGround Rules.
What are the top three reasons you, THE EMAIL MARKETER, use email?
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What are your top three reasons SUBSCRIBERS receive email?
1. Confirm an online transaction or purchase
2. Customer service
3. Get offers and discounts from brands I do business with
Defining Right Time Messaging – Which is Right Time?
Right Time Messaging Programs at IHG
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Right Time Campaigns Batch Campaigns
Core Transactional Priority Club Rewards Communications
Lost Pin Loyalty
Stay Related Brand Messaging
Confirmations, Pre & Post Stay Newsletters
Lifecycle Triggers Ad-Hoc
Welcome, Win-Back Business to Business
Non-Member
Core Promotions
Hurdle
Why Right Time?
“…event-triggered techniques will see a 600%
higher response rate…”
Results:
Click Thru Rate: 200% lift of general promotional offers
Conversion: 300% lift over general promotional offers
Why Right Time…There’s More
Getting to Right Time: Step 1, Lay the Foundation
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Marketing needs a system of record:
The Marketing Technology BackboneA technology infrastructure that supports an integrated approach to marketing strategy, development, delivery, and measurement – across the marketing mix.
The Pay-Off
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Subscription System for Inventory Alert Program
Inventory Management System Integration to
Trigger Email
Conversion Integration and Tracking
“This triggered email campaign is our best converting email by far outpacing any of our other email campaigns batch, triggered or transactional by a factor of 15 or more.”
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Step 2: Define Customer Lifecycle and Engagement
Step 3: Right Time Contact Strategy
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Step 4: Testing and Optimization
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1. Ask a Question2. Form a Theory3. Identify KPI’s & a Baseline4. Create the Test5. Segment the List6. Measure and Analyze7. Optimize
In the End, Right Time drives results…
• Saved millions of dollars in email delivery costs
• 75% reduction in staffing requirements
• Email marketing performance has “increased significantly”
• 81% reduction in time to build and deploy dynamic emails
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All because they recognized the need to meet All because they recognized the need to meet their customers’ real-time messaging demands.their customers’ real-time messaging demands.
Delivery Rate
Unique Open Rate
Unique Click-Thru Rate
CTO Rate
95.8% 15.9% 3.1% 19.1%
Delivery Rate
Unique Open Rate
Unique Click-Thru Rate
CTO Rate
95.6% 59.6% 22.3% 37.3%
Questions?• IHG Case Study Available• Visit www.strongmail.com• Whitepapers• Case studies• Webinars• Blogs
Kara TrivunovicSr. Director, Strategic ServicesStrongMail Systems+1 219 365 6445ktrivunovic@strongmail.com
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