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Embracing People Based MarketingPresented by: Craig Belhumeur, VP - Business Development @ 4Cite
April 24-25, 2019
2Meet the Speakers
Craig BelhumeurVP, Business Dev.
Cindy MarshallFounder & CEO
5Wunderman’s Bill of Rights
• Being transparent and authentic, and letting go of controlling the message
• Capturing data that enables more relevant, valuable exchanges without invading privacy
• Understanding the acceptable frequency of communications
• Telling relevant brand stories that inform, not self-promote
• Having conversations with consumers that establish respect and likeability
• Building relationships through meaningful engagement, not wasted activities
• Making it easy for consumers to interact and buy
• Keeping communications succinct
6Wunderman’s Bill of Rights
• Being transparent and authentic, and letting go of controlling the message
• Capturing data that enables more relevant, valuable exchanges without invading privacy
• Understanding the acceptable frequency of communications
• Telling relevant brand stories that inform, not self-promote
• Having conversations with consumers that establish respect and likeability
• Building relationships through meaningful engagement, not wasted activities
• Making it easy for consumers to interact and buy
• Keeping communications succinct
7Wunderman’s Bill of Rights
• Being transparent and authentic, and letting go of controlling the message
• Capturing data that enables more relevant, valuable exchanges without invading privacy
• Understanding the acceptable frequency of communications
• Telling relevant brand stories that inform, not self-promote
• Having conversations with consumers that establish respect and likeability
• Building relationships through meaningful engagement, not wasted activities
• Making it easy for consumers to interact and buy
• Keeping communications succinct
2019
Paid Social
OnSite Personalization
Programmatic
Affiliate
Database
Connected TV
Paid Search
Direct Mail
Online/Offline Shopper Identity
Cookies are no longer a reliable stand-alone digital ID.
Without identity,what are you personalizing?
Only 15.3% of marketing organizations say they can confidently identify their audience members across
channels.
68.8% of U.S marketers think they’re only partly successful at identity in general.
Visitor Identity Gap
Cast a wider net, embrace People Based Marketing
The DMA expects U.S. marketers to spend $900 million in 2019 on identity solutions, growing to more than $2.6 billion in 2022.
Over 70% of U.S. consumers in the 4Cite Identity Network
• 180M Email Addresses
• 100M Physical Addresses
• 100% Deterministic ID
• 100% Device Agnostic
Identify MORE VisitorsCustomers AND Prospects
Increase triggered email volume.
Fuel marketing database with digital insights.
Coordinate online and offline campaigns.
Welcome visitors with personalized offers onsite.
Offer product recommendations unique on open.
Remarket to site abandoners with personalized direct mail.
Increase email acquisition rate.
Eliminate ad waste.
Increase AOV.
26Boden Case Study
Changing Email Landscape
1. Declining click rates of 25% in past 2 years
2. Competitive in box
3. Internal pressure to increase frequency results in less engagement
4. Decreasing customer spend
27Boden Abandon Cart
How 4Cite Helps Boden Win. Better identification – proven against competitors
Increased trigger email volume (+788%)
Increased CTR (+108%)
Increased CVR (+138%)
Incremental Revenue of $3.2M
28Boden Examples
Abandoned Browse
Triggered Email
Shopping Elsewhere
Triggered Email
Now On SaleTriggered
29Annie Selke Case Study
Emerging DTC Brand
• Desire to ramp DTC quickly
• Abandon cart email program was not capturing enough people
• No browse abandon program
• No personalized dynamic emails targeting different buyer types
• Limited ability to deliver personalized light boxes onsite
• Leverage 4Cite data
First Trigger w/out 4Cite
Implemented 4Cite Programs
30Annie Selke Abandon Cart
How 4Cite Helps Annie Selke Win
• Increased abandon cart email sends 300%
• Abandon cart/browse make up 21% of email revenue
• Weekly best-seller email beating open rates by 25% and CVR by 65%
• 4-5% order rate & opt-back in rate from light boxes
• 70% increase in email revenue post 4Cite launch
31Annie Selke Lightbox Examples
Exit Intent Re-engage Customer
Email Opt Back In Catalog Reminder
32Who is doing it well? My in box…
Same day I
browsed
Day 2Morning
Day 2Afternoon
Low Inventory Alert
Last Chance Low Stock on Favorite Styles
Good News! Prices Have Dropped!
33Increase Triggered Email Volume
$1,834,866.54
EMAIL CAMPAIGN
ESP ONLY
4CITE LIFT LIFT %$/EMAIL
DELIVEREDINCREMENTAL
REVENUEANNUALIZED
REVENUE
Abandon Cart
7,905 13,908 6,003 76% $5.65 $33,916.95 $881,840.70
Abandon Browse
14,514 46,113 31,599 218% $1.16 $36,654.84 $953,025.84
22,419 60,021 37,602 168% $1.88 $70,572 $1,834,867
34Shopping Elsewhere Trigger
35Direct Mail
Are you buying prospect lists? How do they perform?
Maximize the value of the consumers visitors your website:
• Identify existing shoppers and new prospects • Are they displaying intent to purchase?• Do you incorporate digital insights prior to the
merge/purge?
Automatically qualify visitors that are
browsing your site and ensure that they receive your next
catalog
36Welcome Lightbox
4Cite’s Triggered Lightbox service has greatly increased both our email opt-in rates and web visitor conversions. Compared to our previous email acquisition lightbox service, 4Cite results in 3X the daily sign ups and more than 10Xthe demand after the initial subscribe date!
37Exit Intent Lightboxes
4Cite Client
• Save your cart• Increased offer• Save categories shopped• Offer financing• Point them to your closest location
Retain 3-5% of abandoning shoppers by displaying Exit Intent lightboxes to capture email addresses deeper within the sales funnel.
