Engagement - Looking into the finer details

Engagement – Looking into the finer details

What I look like in my head

The depressing reality

• The funnel• The Elephant• A great engaged experience• How do you measure engagement?• How do you keep your database engaged?• Think mobile• Key takeaways

Content

Data

Engagement

Conversion

How do you engage with your

database?

Send lots of email…?

• 23 x marketing emails

• 20 x prospect emails (I had not engaged/created an account/purchased)

• 3 x emails where I was a customer (I had engaged/created an account/purchased)

• Then I saw the email about my elephant….

What my inbox received on 26 April 2013

What should Own Art have done?

• Don’t assume that as I have used their finance scheme, I have engaged with their brand

• Welcome me to Own Art

• Remind me what the value is to me

• Discuss their reach and what is available to me

• Then ask me to complete the survey with my buy in

• Do they know anyone else interested in this scheme?

A great engaged experience

Data

Engagement

Conversion

MaintainEngagement

Sign up

Preference data

welcome

newsletter

convert

Post purchase

review

Post purchase sigh up

Birthday

Loyalty

Referral/viral

How to engage

HOW DO YOU MEASURE ENGAGEMENT?

Open ratesClick through rates

Conversion

Increased open ratesIncreased click through rates

Increased conversion and regulatory of spend

Decreasing opt out ratesPositive List Growth

How do your customers

engage with you?

Think mobile

Device Engagement

• Mobile will always sit on your attribution funnel somewhere

• Even if consumers don’t buy on mobile they will be researching on mobile, optimise for it

• Cross device usage is a way of life for people, even if you can’t measure it, prepare for it

• Consider what you are trying to do at what time?

• Just because I can open your email at any time, can I engage with you call to action?

• Engagement is a an ongoing process

• It is not a given• Responsive design is

not the only answer• Your competitors are

anyone else in that inbox

• Reward beyond simple discounts

Key takeaways

…Any questions?

Lucy WilsdonHead of Enterprise Sales, [email protected] 647871

Thanks for listening!