the state of email in an interactive world
Post on 16-Apr-2017
619 Views
Preview:
TRANSCRIPT
The State of Email in an Interactive World
Seth Berman Rick HeffernanTwitter: @rjheffernan #EEC12Twitter: @sbermo #EEC12
Seth BermanBabyCenter
Director, Global MarketingTwitter: @sbermo #EEC12
BabyCenter#1 pregnancy and parenting site and mobile platform worldwide
Trusted•Nearly 3x more trusted
than any other pregnancy and parenting site
•Recommended 2x more often than the next closest parenting site
Influential•Most popular social
site for product recommendations among new and expectant moms
•More than 3 out of 4 moms share the information they find on BabyCenter with other moms
Celebrated•2011 Webby Award and
People’s Voice Award in the Family/Parenting category
•2011 OMMA for Best Social Network for the BabyCenter Community
Leadership•24MM users in over 22
markets worldwide
•7 out of 10 babies born in the US last year are BabyCenter babies
•Apps Magazine named us one of the Top 100 apps of 2010
Reaching her at the right timeWith stage-based solutions
Today is mobile inflection point
Rapid smartphone adoption+50% increase in smartphone users, 2010 to 2011
Nearly 1 in 3 people in the U.S. have a smartphone.
The Facts:
The inbox is the new portal
78% use email on their smartphone to filter incoming communications.
The Facts:Q: When do you check email on your smartphone?(Based on text logs)
Moms are hooked on daily deals
60%Subscribe to one or more service (e.g., Groupon, Living Social) with 9 avg number of deals/offers purchased this year
84% Agree “When I save money on a shopping trip by using coupons, sales or other deals, I feel like I won!”
36% Share daily deals through social networks (124 index)
Rick HeffernanMetLife
Director, eMarketing and Sales Strategy
Twitter: @rjheffernan #EEC12
Making the most of online leads
MetLife Auto & Home• MetLife Auto & Home is the Leading provider of group
Auto & Home benefits.
• We have relationships with over 2,000 employers, associations and affinity groups including 50% of the Fortune 100.
• We offer Group discounts to over 30 million individuals in the U.S.
• No email programs in 2008.
Shopping for auto insurance has changed forever
In which of the following ways did you shop/obtain price quotes when you shopped most recently?
18%
23%
24%
70%
18%
26%
25%
63%
20092011
Online QuoteI went online to get a quote
AgentI called/visited local agents who represent multiple insurance companies
Dedicated AgentI called/visited local agents who represent one insurance company
Call CenterI called toll-free numbers for quotes
Get an auto quote online
The challenge
Abandoned
Completed Quote
AbandonedQuote
25%of people who start a quote online don’t complete.
Reengage interrupted visitors
2 out of 3 people who abandon do so because they
were interrupted
Converting prospects to applicationsFind a way to communicate with leads that abandoned the online auto application process before & after receiving a quote
Challenge
– Consumers prefer to research product online, but make a purchase with an agent or over the phone
– Low online conversion rate
– Needed to stay top of mind for this considered purchase
Summer 2010
Converting prospects to applications
Solution
Results– 20% of our eMarketing phone volume is
driven from our lead nurture emails
Summer 2010
Integrate display to attract abandoners online
Retargeting Before Retargeting Now
You have been here before
Where you left off in your quote
Segmented messaging/ads based on data collected
from Quote Process
You have been here before
Winter 2011
Early resultsConversion Lift
People who abandoned their quote exposed to display ads
converted at over
2Xthe rate of users who didn’t see display ads.
$34 in premium for every $1 in ad spend.
7X7 times better than what is considered a “good ROI” for
marketing programs.
ROI
What’s next?
Seth Berman Rick HeffernanTwitter: @rjheffernan #EEC12Twitter: @sbermo #EEC12
top related