2013 email experience council annual conference
DESCRIPTION
All you need to know about Trigger email campaigns.TRANSCRIPT
AUTOMATING EMAIL MESSAGING FOR GREATER RELEVANCY & REVENUE
Mike Ricciardi, Senior Director Channel Marketing, Sallie Mae
&Ryan Phelan, VP, Strategy,
Acxiom Digital Impact
Agenda • Introductions• Triggers in the
marketplace• Real World Example• Wrap up!
About Us
• Driving overarching email strategy across multiple product lines and brands including both B2C and B2B customers/prospects.
• Prior to Sallie Mae Mike was at Staples – the world’s 2nd largest online retailer – managing various parts of their direct-to-consumer loyalty, retail and online marketing strategies including email Michael Ricciardi
Sr. Director, Channel Marketing
• Industry Experience– Vice President, Strategy at BlueHornet– Director, Email Marketing & Acquisition at
Sears Holdings– Responsible for East Coast Operations at
Responsys
• Thought Leadership– DM News : Email Gets Personal (Cover
Story)– Keynote address – March 2012, EEC12– Ranked as one of the top 40 Digital
Marketing Strategists in the country by OMI
– Co-Chair of the EEC– Member of:
Ryan PhelanVice President, Strategic Services
Sallie Mae & UpromiseSallie Mae is the nation’s No. 1 financial services company specializing in education.
Celebrating 40 years of making a difference, Sallie Mae continues to turn education dreams into reality for American families, today serving 25 million customers.
With products and services that include 529 college savings plans, Upromise rewards, scholarship search and planning tools, education loans, insurance, and online banking, Sallie Mae offers solutions that help families save, plan, and pay for college.
Sallie Mae also provides financial services to hundreds of college campuses as well as to federal and state governments.
Triggers in the Marketplace
How many triggers do you have?(Show of Hands)
They’re incredibly effective and highly profitable
Triggers
• Next Logical Product (NLP)– An email sent to a consumer post purchase based on a
predisposition analysis of consumers common next purchase• Browse Remarketing
– Emails sent based upon a consumers browse behavior on the website with information on products they’ve seen
• Event Based– Based upon an event that happens and corresponding email is
sent• Transactional
– Email sent informing the customer about a business transaction and regulated separately under law
NLP triggers
• Sent days after the purchase
• Learn from the data that you have!
Browse Remarketing
• Don’t send a webpage – be smart
• Differentiate between serious interest and browse
Event Based
• Updates• Birthday• Surveys
Always check the logic and the exclusions!
Transactional Email
• Keep the intro copy short• Organize the email clearly
for the customer to comprehend
• Hyperlink the order number• Use 20% of the real estate
for promotional copyThese emails average 60%+ open rate and can be a large revenue
source
Challenges Ahead
• Lack of resources• Multiple dependencies• Waiting for the final product• Lack of testing• No time• Lack of education• Don’t know where to start
We’re challenged with lack of • Time • Resources• Money
…but we keep sending tons of non-relevant email
Triggered emails are what make the money tree grow!
Simple Triggers
• 3 email Win-Back Program– If customer has not opened an email in 2 months send
email• Post purchase email in one category– If customer buys X, send an email after 5 days
• Social shares– If customer shares 3 emails, send a “thank you for being
a great customer” email• Welcome series (if needed)– If customer signed up through X, then send an email
Real World Example:Upromise by Sallie Mae
How Much Automation?
• More than we could list on several pages
• 4x more than the average company and growing
• Emails going out 24x7x365
4x more based on most recent EEC/Epsilon Benchmark Report
Why Automate?
• Increased Relevance• Allows for individual level targeting that cannot be
achieved repeatedly in manual sends• Significant improvement in timeliness
• Much Higher Response & Revenue• Due to the improved relevance, response to the
automated programs are on average 4x higher
• Reduced Costs and Better ROI Over Long Term
How to Get Started
1. Test your Ideas & Start SmallA. Identify all the opportunities to leverage automation to
improve revenue and efficiency
B. Prioritize based on opportunity and set up an easy, manual test to prove the concept and show lift over control – even if control is no communication
C. When building your proof of concept keep in mind what the biggest improvement should be – timeliness, targeting, etc. - and ensure that is captured
How to Get Started
2. Prove the Value & ExpandA. Show your test results to leadership in order to get the
funding/resources needed to grow
B. Test into expansion in touches, segmentation/targeting, content, landing environment
C. Identify opportunities to leverage the concept» Other brands/products/services» Customer service and satisfaction improvement» Different channels
How to Get Started
3. Continually Adapt & ImproveA. Once you have momentum include into annual plans
with goals, budgets and resources assigned
B. Set up the right automated reporting that is tied to your goals and simplify day-to-day so you can work on the next opportunity
C. Don’t let it get stale – automated campaigns need to adapt as the world around them change
How Big Can It Get?Phase I
Targets Collected Monday-Friday
Targets Provided to Marketing1x Per Week
Email Deployed
• 1 Version• No Dynamic
Content
Current State
What’s Next
• Still opportunities to build more new and better coordinate the existing systems
• Multi-channel triggering and optimization
• Time of day and frequency optimization by customer type and preferred device
The finish line is not that far off
What did we learn..
• Look at the easy wins for triggers• Define the rules and exclusions• Start small and build on success• Define your success• Test and adapt your programs over time
© 2011 Acxiom Corporation. All Rights Reserved.
Ryan PhelanVice President, Strategic [email protected] 402-630-5836
@ryanpphelan @acxiom
Thank you
28
Mike RicciardiSr. Director, Channel Marketing, [email protected]
www.linkedin.com/in/michaelricciardimarketing/