create, execute, measure and automate: neolane cross-channel campaign best practices
DESCRIPTION
Ludovic Velu, Consulting Manager, NeolaneThis session will leave you armed with proven best practices spanning the key steps in the campaign management lifecycle. From split testing to descriptive analytics, control groups to content previews and quality checks, inbox rendering to campaign planning, sample workflows, event triggers and sophisticated automation, you will leave this session with practical campaign execution advice that you can immediately leverage in your Neolane day-to-day.Learn more: http://www.neolane.comTRANSCRIPT
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 1
Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices
Ludovic Velu, Consulting Manager
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 2
Multichannel / Cross channel
Multi channel: multiple channels but siloed approach■ Example: one channel per segment
Cross channel: the customer strategy aligns multiple channels in a combined approach■ Example: several channels are used throughout the customers’
course of purchase
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 3
The standardization of cross channel
Purchases are made via cross channel! (1)■ 56% of internet users visited an e-commerce site before making a
store purchase, ■ 36% browsed a paper catalog before making an internet purchase, ■ 33% visited a store before making an internet purchase
84% of companies currently communicate with their prospects and customers via e-mail. 80% of marketing departments plan to integrate at least one new mobile channel (SMS, Wap Push or MMS (2)) within the next 12 months. Only 46% of companies think they are well-equipped to implement and combine these communication channels consistently (2)
(1) Médiamétrie / NetRatings - 2008(2) Neolane survey – 10/2007
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 4
Why should I go for a cross channel strategy?
To increase the chances of getting your message across
To combine several types of media while sticking to your budget
To increase conversion rates ■ Studies have shown a significant increase in response rates
compared to single channel direct mail campaigns
To make the most of each channels’ features
To stimulate follow-up by using various types of media■ Each media adds something to the other
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 5
Which approach should I choose?
Define the most appropriate media for the main target based on:■ target homogeneity
■ "closeness" to the target (SMS is seen as invasive)
■ budget
■ campaign type (canvassing, acquisition, building customer loyalty)
Define the most appropriate follow-up media based on: ■ expected reactivity
■ main channel
Assess the period between first contact and follow-up■ at least 2 weeks for direct mail
■ 48 hours for e-mail or SMS
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 6
Don’t make the following mistakes
Pushing non-perzonalised or non-targeted offers
Delivering the same offer on several different channels at the same time (this creates a feeling of harassement)
Following up too soon or too late depending on the channels used
Following up without taking behavior or reaction into account
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 7
Neolane: one-to-one cross channel
ex: special offers, cross-sell, transactional information
Messages and Offers
MobileE-mail
Neolane v5.1
Web Direct mailCall Center Médias Sociaux
Coming soon
Personalization engine
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 8
Reports
Standard■ Delivery analyses
■ Campaign analyses
Configurable
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 9
Thank you!
Contact Information
Ludovic Velu
Consulting Manager