The State of Email Marketing

March 29, 2012

Presented by:

Julie Anne Reda

Going Beyond Cross-Channel

What You Will Learn

• The state of email marketing

• Defining cross-channel analytics for your business

• Ensuring the right data foundation

• Using the right analytics for the right stage

• Three critical factors to take you program beyond cross-channel

– Segmentation

– Cadence

– Content Optimization

• Beyond opens and clicks

– Creating a lasting relationship over the customer lifecycle.

• Q&A

THE STATE OF CROSS-CHANNEL

Spending in Cross-Channel Continues to Grow

Source: Forrester Research Inc; US Interactive Marketing Forecast, 2011 To 2016; August 2011

But So is Spending in Analytics…

81% of CMOs plan to increase the use of customer analytics

over the next 3 to 5 years IBM Survey of 1,700 CMOs

Most Email Marketers Find it Difficult to Get to

Data

Source: Marketing Sherpa 2012 Email Benchmark Report

Let Alone Take It to the Next Level.

Source: BRITE and NYAMA,

Marketing ROI in the Era of Big

Data, Mar 2012

68% of marketers do not have a method for quantifying the

ROI from email marketing programs

MarketingSherpa, 2012 Email Marketing Benchmark Report,

Consumers are Demanding Better Interactions from Marketers

46% of consumers said they would value a brand or retailer more if it

remembered their buying and browsing behavior across all channels

E-tailing Group and Mybuys, Closing the Cross-Channel Gap, June 2011

Beyond Cross-Channel Means Better Data ->

Better Action -> Better Interactions

DEFINING CROSS-CHANNEL ANALYTICS

GOALS FOR YOUR BUSINESS

Decide What is Your Core C-Level Goal – and

Work Down.

Example: Increase Margin

· Increase effectiveness of marketing programs

· Increase Lifetime Customer Value

· Increase re-activation of subscriber

database

· Increase re-purchase conversion

· What content/offers are best at

re-activation?

· Does timing impact re-activation?

· Can I predict re-purchase behavior if

I have the right data?

Business

KPI

Marketing

KPI

Cross-Channel

KPI

Define Insights and Questions that

would Delver Results

Then Establish a Framework for Cross-Channel

Data-Driven Success

Strategy Metrics People Technology

· What insights do we

need to accomplish

goals?

· What KPIs will lead to

insights?

· What are the levers?

· What are the existing

interactions now?

· Do they work?

· What divisions,

agencies and partners

are critical connection

points?

· Do I have the right

people to get insights

from data?

· Are the right people

connected to the

technologies so they

can take action?

· Do I have the right

data to get meaningful

insights across

channels?

· What don’t I know

about my subscribers

that I need to

accomplish my

business goals?

· What’s needed to get

insights to make

interactions more

meaningful?

· Is the technology

measuring different

levels of success

across channels and

mapping up to larger

organizational goals?

Ensure the Right Foundation for Data that

Leads to Insight

INSIGHT

Competitive

Intelligence

Customer

Intelligence

Multi-Channel

Testing & Analysis

Customer data > goals

Multi-Channel

Data Streams

And Avoid

Common

Pitfalls

• Establish a single

customer identifier

across channels

• Ensure integration best

practices

• You’ll need more than

data to get the insights

• Not all customers have

the same needs

Use the Right Analytics at the Right Stage

Moving to a Customer-based Marketing Model Data and Intelligence

•Segmentation

•Scoring

•Predictive

Profiling

• Response

Probability

Messaging

•Opt-in

Management

•Propensity

•Messaging

Model

•Segmentation

and optimization

Cadence

•Offer Mgmt

•Multivariate

testing

•Contact

Optimization

•Next-best

action model

•In Market

Timing (Time of

Day/Day of

Week,

Seasonality)

•Channel

Coordination

Loyalty

•Cross-

Sell/Upsell

•Churn Models

•Systemic

scheduled

messaging

•Results

measurement

Advocacy

•Life-time

Value Models

•Win-back

strategies

•Influencer

Scoring

•Engagement

Scoring

•Sentiment

Scoring

Segmentation – Taking it to

the Next Level

• Create audience personas

• Use these personas and segmentation to

inform:

– Creative

– Message strategy

– Offer strategy

– Channel

• Perform campaign performance analysis

for each segment

Cadence – The Right Message, the Right

Channel, the Right Time

• Analyze what your

customers want

• Look at cadence of

time, location, and

channel

• Make programmatic

adjustments

Source: ShopSavvy

Content Optimization – Why You Need to Go

Beyond A/B

1. Test Design

2.

Segmentation

Selection

3. Test

Execution

4.

Measurement

& Analysis

5. Insight

6. Program

Execution

Beyond Opens and Clicks Map Your Work to Larger Marketing Objectives

· Example: increase margin

· Increase effectiveness of marketing programs

· Increase lifetime customer value

· Decrease attrition

· Increase re-activation of subscriber

database

· Increase re-purchase conversion

· Mapped subscriber activity to

conversion metrics by segment

· Look beyond open and clicks to

purchases, downloads, coupon

redemptions, form completions and

social share / influence

Business

KPI

Marketing

KPI

Cross-Channel

KPI

Define Insights and Questions that

would Delver Results

Key Take-aways:

• Email is the tether that ties customers experiences across channels

• Cross-channel analytics needs to be driven by business goals

• The next stage of segmentation is rich audience profiling combined with rich

multivariate testing.

• Create one primary key

to identify users

• Develop disciplined data

practices.

• Use analytics to align

your program with

business goals.

• Employ cadence to

interact

• Test – Test – Test

• Move beyond opens and

clicks

Things to Do Today

Thank you!