Automated eMarketing by Metrics Marketing

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

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Webcast “Housekeeping”Webcast Housekeeping

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

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

• Please report any technical difficulties to• Please report any technical difficulties to [email protected]

• At the end of the presentation, please evaluate the webcast by clicking the “Rate” button at the top of your screen

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Today’s PresentersToday s Presenters

• Marci HowerMarci Hower manages Metrics’ interactive services offerings– 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 interactiveMarci 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.seminars.

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

• Why automate?

• What to automate?

• How to automate

• Automation in practice…

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Why Automate?Why Automate?

Top email marketing challenges

5MarketingSherpa 2010 Email Benchmark Report


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

• As a direct result of receiving email 82% of respondents accessed their• 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• 66% of those surveyed said they had made a purchase because of a marketing message received through email. ‐ ExactTarget, "2008 Channel Preference Survey" (2008)

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• Improve customer service

L th i l d f• 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 messagesSignificantly outperform standard messages


• Why automate?


• How to automate


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Profile viewedTopic alert

Membership guidesTarget reached

ck of activity touch pointWin‐back alert

On‐boarding messagesC fi i

Customer service messagesRecommendations from friends

W b b h i

Membership anniversary Friend requestProfile viewed

Welcome message

Confirmation message

Billing/Payment noticesRegistration information

Service notificationsLapsed activity

h h b d

Web page behavi

Download alert

Birthday greeting

Transactional messages

Meeting confirmationsrofile update notificationsAcknowledgement email

Post purchase messages Shopping cart abandoDownload alert

Transactional messages

Change Notices

Available now notices

Return noticesBonus notice

Shipment notificationsSocial networking updatesAnniversaryhavior

Profile viewed alert

Return notices

F il ti

Information posting noticesInformation request response

Announcements

Cross‐sell messages

opping cart abandonment

Profile update notFailure noticesAccount informationStatus notificationsProfile update not

What to Automate?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


• Start small, automate and measure

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

– Low hanging fruit– Low hanging fruit

– Easy to implement

– Simple arbitration

– Simple measurement


• Know your audienceD hi– Demographics

– Attitudes

– Behavior

Fi i l– Financial

– Segmentation

• Brainstorm Triggers– Life Stage Triggers

– Life Cycle Triggers

– Transactional Triggers

– Customer Initiated Triggers

– External Triggers


• Develop a business caseC i t j ti– Conversion rate projections

– Financial projections

– Align with organizational objectives and system capabilities

Add t t lif l h l b i d– Addresses current customer life‐cycle, purchase cycle or business needs

– Do not duplicate existing marketing programs

– Define trigger qualification criteria and size audience

P i i i• 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.comCase Study: Smart argain.com



Case Study: Realtor.comCase Study: Realtor.com

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Case Study: Realtor.comCase Study: Realtor.com

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• Why automate?


• How to automate


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How to Automate?How to Automate?

Integration.

Automation.

Optimization.

How to Automate? Integration

• Marketing MessagesSt t & d l t f i ti– 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 providerp

– Others?

How to Automate? Automation

• Finalize triggers

C bi d d t i ith b d t ff /• 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 programsS t b i– Supports business case

– Design trigger performance reports and develop code to automate

– ROI calculations

T k t i b d lt• 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


• Why automate?


• How to automate


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Case Study: MidasCase Study: Midas

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• Started small, low hanging fruit

• Continually evaluating and growing programs

• Analyzed audience

• Developed a business caseDeveloped a business case

• Integrated with current marketing programs

• Combined recommended triggers with budget, offers/messages and channel

Direct Mail

offers/messages and channel

• Integrated data sources and platformsCustomer

EmailMobile

WebPhone

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Midas triggersMidas triggers

P h &Purchase & Repurchase Retention

Repurchase timing triggers

Factory service

Purchase pattern disruption

Factory service maintenance

Declined servicesL lt

“Most likely” models/triggers

Loyalty communications

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ATOM℠ ‐‐ Automated, Triggered‐Opportunity Marketing

Purchase &Purchase & Repurchase

Repurchase timing triggers

Retention

h di i

Factory service maintenance

Declined services

Purchase pattern disruption

L lt i ti

“Most likely” models/triggers

Loyalty communications

ATOM manages trigger identification and optimization process

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ATOM processATOM process

Objectives & strategiesdrive trigger decisions

Marketing & retention opportunities are generated

Tracking at trigger & program level

Trigger opportunities delivered throughAlternative trigger types

Opportunity arbitration matches best delivered through

multiple channelsAlternative trigger types matches best

offer/channel to customer

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Purchase TriggerConveys Midas brandCoupon print‐outClear call to action

PersonalizedPersonalized • Name• Store• Store manager • Date

Dynamic Content:• CouponCoupon• Service

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FSM TriggerConveys Midas brandCoupon print‐outClear call to action

PersonalizedPersonalized • Name• Car Make• Mileage• Store • Date

Dynamic Content:Dynamic Content:• Coupon• Recommended Services

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eCRM Deployment ProcesseCRM Deployment Process

Midas eCRM Process BEFORE Automation: Midas eCRM Process AFTER Automation:

– Individual list loads took several hours

C ti t HTML d did

– Data Extension Import and filters now take minutes

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

– Limited manual communication between CRM database and Exact

– Creative was updated to allow for dynamic content rules, making communications more relevant to the recipientbetween CRM database and Exact

Target for contact history

– No Tracking data was getting communicated to the CRM

the recipient

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

database from Exact Target

– Opt‐outs were updated monthly– Tracking data is now imported

into CRM database, allowing closed‐loop reporting

d d l– Opt‐outs are managed daily

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eCRMMetrics ComparisoneCRM Metrics Comparison

Before Automation After Automation 4/09‐9/09

Delivery Rate: 90.8%

Open Rate: 17.0%

Click‐through Rate: 1 6%

Delivery Rate: 94.2%

Open Rate: 23.9%

Click‐through Rate: 1 9%Click through Rate: 1.6%(note emails do not have many reasons for clicking)

Conversions: Unknown

Conversion Rate: Unknown

Click through Rate: 1.9% (note emails do not have many reasons for clicking)

Conversion Rate: 19.6%

Higher ticket items throughConversion Rate: Unknown Higher ticket items through online channel

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Other Metrics Marketing WebinarsOther Metrics Marketing Webinars

• Next Webinar: The Value of Eye Tracking SoftwareFebruary 18 2010 12:00 PM ‐ 1:00 PM ESTFebruary 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:• Other Previously Recorded BrightTalk Webcasts:Automated Triggered Opportunity Marketing

Presenter: Todd Thompson

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

Landing Page Optimization

Presenter: Cathy Zapata


Customer Conversion Optimization

Presenter: Mike Kihalek


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Questions?

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Contact InformationContact Information

Marci Hower,VP Interactive Services

440‐471‐6017 or

877 332 9222 X117877‐332‐9222 X117

[email protected]

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Automated eMarketing by Metrics Marketing

Technology

midas case

case study

smart argain

gettingthetacticalexecutionautomatedsoyoucanfocusonthestrategy

whyautomate

brighttalk

realtor

http