Dtb M k ti Database Marketing A Different Approach to Reach Your Target Audience Your Target Audience May 2010
Oct 19, 2014
D t b M k tiDatabase MarketingA Different Approach to Reach
Your Target AudienceYour Target AudienceMay 2010
Parties Involved inParties Involved in Database Marketing
AsiaOne:l i d bDevelop opt-in consumer databases
Key Metric: Open Rate
Client:i d i iDesign and Copy Writing
Key Metric: Click-Through Rate
ClientBest Practices1. Define your target audience – be as
precise as possible.p p
2 G t iti h dl d2. Great copywriting – users hardly read every email, especially <ADV>.
3 Get interested sers to do something3. Get interested users to do something –visit your website, do a survey, etc.
AsiaOneBest Practices•Most current opt-in consumer database.
•M h th t t di•Message reaches the target audience.
•More than 500 clients and sent more than 20 million emails.
Reaching YourTarget Audience
Send & Reach Target
Reach Means NOTeac ea s OGetting Into Spam Box
Message ReceivedMessage Received
• Email– 90.0% guaranteed to reach user’s inbox.% g– Very few competitors can match commitment.
• SMS and MMS– Reaching opt-in users in M1 & Starhub mobile
operatorsoperators.
• Location-Based• Location-Based– Target geographically (M1 & Starhub only).– Schedule according to campaign needs.g p g
Emails received dailyEmails received daily
Reference: http://www.radicati.com/wp/wp-content/uploads/2009/05/email-stats-report-exec-summary.pdf
Seconds of Attention SpanSeconds of Attention Span on the Internet
Reference: http://news.bbc.co.uk/2/hi/science/nature/1834682.stm
Enhanced EmailHow Does it Work for You?• Moving images grabs attention,
encourages to click through to YOURg gwebsite and promotes on-site conversion.
• Measuring effectiveness.– Traditional open and click-through rates.– # viewers time spent viewing geographical# viewers, time spent viewing, geographical
location, # viewed on iPhone and Blackberry.
Updated Opt-In Database
Registrations Added to AsiaOne Database MonthlyDatabase Monthly
Advanced Database SystemAdvanced Database System
Duplicates R dRemoved
Remove “Dead” DataRemove Dead Data
Invalid Email Add R dAdds. Removed
Analyzed DataAnalyzed Data
Track User BehaviourBehaviour
“Freshest” DatabaseFreshest Database
Behavioural Targeting
Every opened mail is TRACKEDis TRACKED
Every Campaign is Assigned aEvery Campaign is Assigned a Behavioural Category
Behavioural TargetingBehavioural TargetingCosmopolitan EnterprisingCosmopolitan EnterprisingCosmopolitan Enterprising
Travel Business
Sports Property
Cosmopolitan Enterprising
Motoring News
Entertainment Personal Finance
Lifestyle Personal
Shopping Health
Fashion & Beauty Computing & IT
Lifestyle Personal
Fashion & Beauty Computing & IT
Culinary &Wine Education
Parenting & Homes Crafts & Photographyg g p y
Available EmailAvailable EmailCosmopolitan EnterprisingCosmopolitan Enterprising
Travel 118,814 Business 75,923Sports 55,515 Property 114,205Motoring 67,971 News 56,956Entertainment 138,681 Personal Finance 114,205Lifestyle Personal
Shopping 70,741 Health 79,778Fashion & Beauty 31 010 Computing & IT 99 639Fashion & Beauty 31,010 Computing & IT 99,639Culinary &Wine 50,751 Education 92,620Parenting & Homes 35,555 Crafts & Photography 10,315
As of March 2010
Available MobileAvailable MobileCosmopolitan EnterprisingCosmopolitan Enterprising
Travel 120,576 Business 104,890Sports 58,466 Property 37,130Motoring 65,891 News 107,321Entertainment 227,834 Personal Finance 131,411Lifestyle Personal
Shopping 105,568 Health 79,923Fashion & Beauty 38 418 Computing & IT 144 148Fashion & Beauty 38,418 Computing & IT 144,148Culinary &Wine 61,099 Education 79,970Parenting & Homes 49,023 Crafts & Photography 7,542
As of March 2010
Available Email & MobileAvailable Email & Mobile Cosmopolitan EnterprisingCosmopolitan Enterprising
Travel 66,550 Business 41,378Sports 30,341 Property 17,491Motoring 37,665 News 37,864Entertainment 83,542 Personal Finance 75,615Lifestyle Personal
Shopping 43,290 Health 44,307Fashion & Beauty 21 152 Computing & IT 57 987Fashion & Beauty 21,152 Computing & IT 57,987Culinary &Wine 35,071 Education 52,579Parenting & Homes 25,592 Crafts & Photography 6,948
As of March 2010
Behavioural TargetingHow Does it Work for You?• Reach active users from your targeted
demographic base.g p
U d (i ti ) t ADV h• Users respond (i.e. active) to <ADV> when the category interest them.
Responses are backed b more than 20• Responses are backed by more than 20 million emails sent over 5 years.
E h d B h i l T iEnhanced Behavioural Targeting
IBU Analyzes Database Response Trends WeeklyResponse Trends Weeklyto Improve Performance
Consumer Behaviour Change Over TimeChange Over Time
When was the last response?last response?
Are the responses obvious?
Tracks BehaviouralChanges as Consumers Evolve• Behaviours are constantly checked to optimize open rate performance.
• Checks are done statistically, focusing on:
– How recent they opened emails.
• Users who open emails recently are considered to be better than those who opened
some time backsome time back.
– Frequency of Opening Emails
• Users who opened emails of a particular category more often than others are considered
more interested to receiving emails of the same type.
– Interval Between Opening Emails
• Users who opened more than 2 emails recently is more interested than others who
opened the same number over a longer interval period.
Enhanced Behaviour WorksCampaign
Total Delivered Open rate Click RateTargeting
Improvement in
Enhanced Behaviour WorksCampaign
(%) (%) (%)Targeting
Click Rate (%)
EntertainmentOpt‐In 98.89 24.68 1.35
ST and BT Subscriber
(Concert) EnhancedBehaviour
97.82 63.62 1.63 Entertainment 20.74%
Finance(Banking)
Opt‐In 98.28 26.78 0.88PMEB and age 25‐44
Enhanced(Banking) EnhancedBehaviour
99.73 49.39 2.13 Finance 142.05%
Computer & IT(Internet)
Opt‐In 94.12 15.61 2.22 age 16‐50
EnhancedB h i
99.29 66.7 7.06 Computer/IT 218.02%Behaviour
p /
For more information, please contact the following:
Contact : Darren YanMobile : +65.9182.5717Direct : +65.6319.2297Email : [email protected]