cradle to grave email marketing

CRADLE TO GRAVE (EMAIL) MARKETINGGianfranco Cuzziol – Head of CRM ZoneFebruary 2016 Media Post Email Insiders Summit - Chamonix

STRATEGY, TECHNOLOGY, CONTENT

1. My first degree is in Astrophysics

2. I came second in Lesbian kick boxing competition

3. I once gave a key note at the Sexy Email Conference in Amsterdam

Listen to everyone, but follow no-one

‘’But without data, you’re just another person with an opinion’’W. Edwards Deming

PROFILE BEHAVIOURAL TRANSACTIONALDEMOGRAPHIC

MINDSET

HAVING YOUR CAKE AND EATING IT

AIWhat is the most popular content ?

CREATING RELEVANT MOMENTS

And it doesn’t matter what you think the journey looks like

Yes a snakes an ladders image please..

Just a random slide so I know where I am

VIRGIN – F1 Upsell

“SEEK KNOWLEDGE FROM THE CRADLE TO THE GRAVE”

What if Cradle to Grave is less than a month? Less than a week?

Customer service issues

I don’t know how

to use the box

Not what they

expected

Technicalissues

Don’t get round to using

the box

We try and sell them something

else straight away

The content isn’t relevant

data from multiple disparate sources

so how do you makes sense of it?

Email Platform Customer

Profile

Call Centre

Data

Customer Research

ProductHolding Customer

PreferencesCustomerService

Churn Data

It’s less algorithm more human

SET UPWhat’s next?

When is my equipment arriving?

CONNECTIs it working?

How do I get help?

WATCHWhat’s good?

How do I get the most from my

pack?

REVIEWAm I enjoying my

experience?Do I want/need anything else?

WE

EK

1

WE

EK

2 -

12

WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10

IDEAL CUSTOMER COMMS JOURNEY

DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7ORDER DAY

Video & Order Confirmation

SKCI

BT.com Order ReceiptContent msg

Qube engineer SMS reminder

Get Ready EM/DMCountdown, TVE,

Wi-fi, Twitter content

TV OrderActivation

SKCI EM/DM

Box ArrivalBox sleeve, Remote Sleeve, Welcome

Mag, Popcorn BT Store upsell

Connect EMYouTube Link, Activate Pack

Installation Checklist On platform targeted

Welcome Video

Social Stream – Facebook & Twitter paid and natural engagement. BT.com, My BT, Forum and @BTCare social listening and engagement stream

On platform activity (pre and post roll vignettes, targeted set top box messages)

My BT targeted messages & Contact Centre training and collateral review

Your TV tests with relevant mobile engagement and VAS messages fed in

Friday Fix test TV messaging where relevant

Get Ready to watch EMPack & EPG video recommendations,

BT Store top 5 incentive

Welcome to Your TV Preferences, Social, VAS, TVE reminder

Health check2 way SMS / IVM &

OB

WEEK 11 WEEK 12

Anti-Bill Shock EM & SMS

Account Review OB/EM/DM

Triple approach,TV & relevant Upsell

<6 WEEKS <12 WEEKS >12 WEEKSKEY

Viewing preference collection link to new preference centre within My BT

INSIGHT:x% of customers churn due to general customer service

issues which could be addressed with better self-

serve capability

1 GET READY TO SET UP

EMAIL

24 HOURS AFTER SIGN-UP

Dynamic countdown to day of box arrival (changes dependent on email open date)

My BT download prompt served to customers without app –

Track order CTA link to My BT – redirect is device specific– BT.com v My BT app

Delivery management CTAs link to self-serve areas on My BT (desktop or app). Earlier iterations to have click-to-call functionality.

DM version of previous email served to DM-only preference customers and 6 months + email non openers

INSIGHT: x% customers

churn because they don’t have

the channels or programmes they wanted

1 GET READY TO SET UP / EXPLORE

DM

Key delivery journey data pulled in from SKCI information

My BT download prompt to encourage self service

VAS driver to encourage BT Wi-fi use

TVE driver to encourage TVE app download and pre-delivery engagement

Key content areas highlighted, personalised to pack and customer in later sprints

Pack specific DM to drive anticipation for non EM openers

SENT WITHIN 24 HOURS AFTER SIGN UP

Personalised welcome video specific to your pack


Links to a TVE page on BT.com

VAS prompt served to customers yet to utilise BT Wi-fi (alternate VAS module served to BT Wi-fi users)

Device sensitive link to relevant BT Wi-fi set-up page on BT.com

INSIGHT:x% of customers churned because

they thought BT had more channels that

they got

Video hub hosted on BT.com

Dynamic tweet pulled in from @BTTV

TVE module served to Ent Plus and above customers

2 GET READY TO EXPLORE

EMAIL

48 HOURS AFTER SIGN UP

Video hub hosted on BT.com

Help video CTA link to BT.com video hub

INSIGHT:x% of customers churned due to technical issues

3 GET READY TO CONNECT

EMAIL

48 HOURS BEFORE BOX ARRIVAL


Personalised set-up video specific to your box and pack

Activation prompt to push BT Player button

Easy get ready for installation checklist icons click through to BT.com help pages

INSIGHT:x% were issues

with aerial

INSIGHT:x% were

Powerline / Ethernet adaptor

issues

INSIGHT:x% thought

BT would have more channels

than they got

4 GET READY TO WATCH

DM (box experience)

DAY OF BOX ARRIVAL

High-gloss showcase brochure specific to customer and pack

Format matches size of YouView / Zapper box packaging. Detachable from outer box lid.

Content showcase spreads. Based on specific pack areas including seasonal highlights, relevant talent interviews, top 5 picks etc.

Clear navigation to ease content discovery on EPG

Social recommendations to encourage twitter engagement

Social engagement incentive. Free pizza promotion to prompt twitter engagement

BT Store incentive. Unique redeemable code to drive usage

INSIGHT:Only x% knew what

channels were included as part of

their package


OTHER ELEMENTS (box experience)

DAY OF BOX ARRIVAL

3. Free reward for example, popcorn promotion tied in with BT Store

1. Remote collar to prompt immediate activation

Remote collar booklet acts as quick reference guide to locate channels and BT Player content

2. User guide incorporating simplified treatments of current box collateral (Quick Start Guide / 32-page User Guide / Box Recycle leaflet)

Encourage self-serve drives to help videos where appropriate. Stripped-back approach to reworking of current user guides based on customer research.

Partnerships could drive this activity eg Graze popcorn

INSIGHT:“It’s quite difficult to search for things –

the navigation could be better!”


EMAIL

24 HOURS POST BOX ARRIVAL

Pack-specific discovery video to explain the EPG journey. Plus prompt to activate.

Dynamically populated linear viewing recommendations fed by customer preferences to encourage engagement

Most watched BT Store picks to drive TVoD / EST revenue..

BT Store incentive reminder. Unique redeemable code to drive usage.

INSIGHT:x% thought

BT would have more channels

than they got

6 GET READY FOR YOUR TV

EMAIL

FIRST THURSDAY POST BOX ARRIVAL

Pack-specific showcase reel featuring monthly highlights

Your TV EM call-out to flag following EM send

Social recommendation driver to encourage social engagement to prompt recommendations

Link to PVoD on BT.com

High recognition blockbuster to boost currency perceptions and drive TVoD / EST revenueLink to monthly BT Store showcase reel on BT.com

Personalised viewing prompt fed by customer genre preferences

Link to My BT for set-up

VAS prompt served to customers yet to utilise BT Parental Controls (alternate VAS module served to BT Parental Controls users)

Link to @BTTV Twitter page

6a GET READY TO WATCH

APP (BOX EXPERIENCE)

ORDER +6

Augmented reality-style app

to replace multiple user guides

Easy and engaging self-serve device to encourage deeper understanding and usage of key kit areas eg set top box, remote, hub etc

HYPER PERSONALISATIONCompanies such as Amazon and Netflix have exposed consumers to the power of personalisation. Because of this, consumers are becoming used to that level of personalisation and service, in turn raising their expectations for all interactions. By personalising your interactions with customers, you can, ultimately, build a trusting relationship. Use the data you have to remember important details in past conversations, behaviours or to predict issues a customer might have in the future. This level of personalisation leads to an increase in authentic interactions. Customers will come to expect and demand this authenticity for future interactions

CONSUMER CONTROLBecause of the consumer’s access to data and technology, and increased expectations around customer service, they are more empowered than ever and demand products and services on their own terms. Their time is valuable and if for example a problem arises, they want to find a quick solution, ideally without having to pick up the phone, fire off an email or open a chat support window in an attempt to contact someone from your help desk. It’s no wonder Gartner includes self-service in its list of top three customer experience projects.

MOBILE EXCELLENCETechnology has dramatically heightened our expectations for delivery to the point where we have little tolerance for glitches and poor experiences. For instance, the time we are prepared to wait for a video to load online is just two seconds. Smart, mobile technology is now providing ‘on demand’ assistance in everyday life, simplifying and streamlining tasks with Uber being the pioneers. Indeed most of our time spent on mobile is in mobile apps (86% of mobile time is spent in app vs 14% in mobile web) and this is set to continue as apps evolve...

MAJOR TRENDS

Gamification and Loyaltyhttps://www.zonedigital.com/uk/news/for-e-commerce-

gamification-is-key-to-getting-the-best-black-friday-deal/

Walter Presentshttps://www.youtube.com/watch?v=q3y_1n9UOuE

Pink Ponieshttps://www.youtube.com/watch?v=dRDhx8Lo37E

Comedians getting Coffeehttp://comediansincarsgettingcoffee.com/will-ferrell-mr-

ferrell-for-the-last-time-were-going-to-ask-you-to-put-the-cigar-out

Secret Life Of Your Mobile Phonehttps://www.youtube.com/watch?v=Qg4-gdDxAs0

Thank You.

[email protected] @iamgfc.

DATA AND HYPERPERSONALISATIONCompanies such as Amazon and Netflix have exposed consumers to the power of personalisation. Because of this, consumers are becoming used to that level of targeting and service, in turn raising their expectations for all interactions. But to be frank, it’s not enough to talk to customers based on gender and pack type.

Usage, content preferences and mindsets need to be taken into consideration.

WHAT THIS MEANS FOR TRIPLE PLAY:

• Our emails, apps and websites need to take into account what the customer watched over the weekend and the time of day they are opening an email to give them the most appropriate content at the right time

• Opportunity to use YouView Interface or areas of the BT App or .com for BT to provide curated content tailored to the customers preferences either via profile data or viewing data

CONSUMER CONTROLBecause of customers’ access to data and technology, and increased expectations around customer service, they are more empowered than ever and demand products and services on their own terms. Their time is valuable and if a problem arises, they want to find a quick solution, ideally without having to pick up the phone. At a time when people have near instant internet access it’s imperative to provide easily accessible, concise, tailored resources for your customers.

Customers also want consistency – prompt, consistent experiences, across all channels, without having to repeat themselves.


• Opportunity to help customers customise content, frequency and channel of the regular comms we send and what customers have access to

• How do we create an experience that allows customers to change appointments, engineer visits or even their order/pack without having to speak to the help desk?

• Model Office single point of contact has shown how consistency can impact churn – can we align with this and extend approach to our early life comms?

Insert section name

MOBILE EXCELLENCETechnology has heightened our expectations for delivery to the point where we have little tolerance for glitches and poor experiences. The time we are prepared to wait for a video to load online is just two seconds.

Smart, mobile technology is now providing ‘on demand’ assistance in everyday life, simplifying and streamlining tasks, with Uber being the pioneers.

Most of our time spent on mobile is in mobile apps (86% of mobile time is spent in app vs 14% in mobile web) and this is set to continue as apps evolve.


• Device agnostic communications to address current problems with the mobile experience

• For ‘New to Triple’ customers faced with multiple new device manuals, an App that recognises the model being used in order to deliver manuals, as well as trouble-shooting and help guides, would be a smart way to interact with an increasing digital-savvy audience

BALANCINGFUNCTIONAL AND EMOTIONALConsumers are influenced at different stages of the sales cycle in different ways and in some cases emotional mindsets can reframe rational and functional decisions. Brands that can deliver content and experiences that deliver on a practical front as well as offering engagement and emotional stimulus ensure they do not lose the customer at any point.


• It’s not always about price and functionality• Organising, informing and educating is

important but so is inspiring, recommending and sharing

• Prioritising of functional and engaging content is key – it is important not to bombard customers with practical information and calls to action – relevance and timeliness is key

FACILITATINGLOYALTY AND ADVOCACYThe availability of public forums, social media and community groups enable greater customer success. Your customers can communicate with others in similar situations to find out what worked best for them. Often, hearing a solution or suggestion from a peer seems more legitimate than hearing it from the company that sold you the product. Peers have no skin in the game and will be completely honest about what worked and what didn’t.


• Creating a loyalty scheme for existing customers using the My BT App in order to incentivise important customer actions/behaviours

• Integrating social media and forums into our communications journey

• Building on the excitement of a new customer when they receive their new TV box. This is the year to let everyone know about how much customers love BT TV.

MINDSET AS ADATA SOURCE

1. Awareness2. Consideration3. Purchase4. Welcome5. Early Life6. In Life7. RCW8. WB

cradle to grave email marketing

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