dma2011postcon

@OtherEinstein & @ddayman

Nicholas Einstein, VP Strategic Services & DeliverabilityWith over ten years of online marketing experience, Mr. Einstein can safely be considered an industry veteran. Specializing in emessaging and CRM strategy, Nicholas has spent his entire career helping companies of all kinds leverage online channels to communicate more effectively with their customers and prospects..

Mr. Einstein has significant agency experience, and at one time ran RealNetwork’s worldwide email operations. He has served a variety of high profile clients ranging from Accenture, Bank of America and NBC Universal to ARM & HAMMER, Rolling Stone and Sony, and has helped each drive incremental revenue and customer lifetime value. Nicholas currently serves as PulsePoint’s Vice President of Deliverability and Strategic Services, where he helps some of America’s top brands optimize their email and CRM programs.

Nicholas received his MBA from the University of Washington and his BA in Anthropology & Sociology from Kenyon College.

Dennis Dayman, CIPPo Eloqua

(Chief Security and Privacy Officer)

• Seventeen (17) Years in Email/Privacyo AT&T Internet, MAPS - Mail Abuse

Prevention Systems, Verizon Online, StrongMail Systems

o Involved in several coalition boardso MAAWG, CAUCE, IAPP, ESPC

o Co-chair DMA/EEC Deliverability Round Table

• Twitter: ddayman• Blogs:

• http://www.deliverability.com • http://blog.eloqua.com/

• Columnist: http://www.clickz.com

http://www.deliverability.com/

http://blog.eloqua.com/

http://www.clickz.com/


A Eulogy of Action

“It's one thing to miss someone, to feel a void when they're gone. It's another to do something with their legacy, to honor them through your actions.

Steve devoted his professional life to giving us (you, me and a billion other people) the most powerful device ever available to an ordinary person. Everything in our world is different because of the device you're reading this on.

What are we going to do with it?”

- Seth Godin 10/5/11


Part 2:

Leveraging Audience and Campaign Data (8:15-12:00pm)

Part 3:

Brand Equity, Consumer Commitment, and the Law (12:30-2:00)

Nicholas Einstein, VP, Strategic & Deliverability Services, PulsePoint


IF NOT, JOIN NOW!!(use code DMAWORKSHOP for a $100 discount)

Is everyone an EEC member?


A Few Thoughts on The Evolving World of Email &

Digital Marketing

A Few Thoughts on The Evolving World of Email &

Digital Marketing


Email ROI Email ROI Puts Puts Stars Stars In Our In Our EyesEyes


All Digital Marketing is Social

@OtherEinstein & @ddayman 18

The Inbox is Fragmenting.

@OtherEinstein & @ddayman 19


Integrating Digital Marketing

The Email Marketing Evolution from “Batch & Blast” to “Engage & Customize” is powered by automation and data integration.


Relevancy


Engagement


Choice


Value

The Truth.


Typical Email Marketing StreamTypical Email Marketing Stream

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Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?


Lifecyle Email MarketingLifecyle Email Marketing

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Welcome! We like you.Hi, are you ready to buy?Thanks for buying!You might also like….Hi, are you ready to buy?Here’s what others like!Please tell us what you like.Hi, are you ready to buy?Cool content you might like.Hi, are you ready to buy?Something special for youAny of your friends like this?


Cross Channel MarketingCross Channel Marketing

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Welcome Email. We like you.It’s Free Taco Tuesday. Pls RTHi, are you ready to buy?Thanks for buying!Text in to join our party!Dear Pamela, you might also like….Hi, are you ready to buy?Visit Facebook: What do others like?!Sale 4 U 2Day!Cool content you might like.Mobile coupon! Hurry in!Something special for you!Any of your friends like this?


Connections Require Segmentation


Executive Buy InExecutive Buy In


What Executives Understand.


Earn What You Need

• Demonstrate not just revenue, but also costs, lost opportunity

• Never go alone

• Recruit a champion brand

• Get your vendors on board early

• Prove the value (POC)

• Communicate early and often


Getting The DataGetting The Data


Promote Email on Facebook

Page


Wherefore Art Thou, Data?Wherefore Art Thou, Data?

Customer Email Responses

Call Center

Sales Team Database Online


Nirvana

Activity on Website

EmailSocial Media

Subscriber Forms

Everything you ever wanted to know about your customer...And can use to increase their engagement.

Transactions


Reality

Activity on Website

EmailSocial Media

Subscriber Forms

Transactions

Prioritize.


Have data to back up your assumptions

Stick with customersZig if competitors zagCrawl > Walk > RunFind (or create) a Shared

GoalEnsure you can measure the

key success factors


Using the Data:Starting Small

Using the Data:Starting Small


Treat different customers differently

This is difficult if you also insist on treating every customer the same. Or treating every customer the best, which is a better way to describe a similar idea.

No, the only way you can treat different customers differently is if you understand that their values (and their value to you) vary.

It's easier than ever to discern and test these values, and you do everyone a service when you differentiate.


The Basics

• Email Address/Domain• Opt-in Date/Time• Website Behavior• Response History & RFM• Zip Code/Geography• Sex• Contact Preferences - channel, timing, format, etc.• Birthday• Unsubscribe/SPAM Complaints


Ground-up Messaging Strategy


Show Me the Money….


Using the Data:Add Sophistication

Using the Data:Add Sophistication


Winning Philosophy

• Invest in AUTOMATION (but realize its’ limitations)

• Develop a tiered-messaging strategy

• When it comes to segmentation: KISS (Keep It Simple)– 6 is too many segments… and 5 is pushing your luck– Different Segments get different BASELINE communications– Everything else is personalization

• Why?

– Each segment requires TIME & RESOURCES to target properly– Content creation/curation is not automatable – Segmentation efforts deteriorates into an impractical, academic

exercise


Any Segmentation Can WorkP

erce

nta

ge

of

E-m

ail M

arke

ters

Question: Average unique conversion rate (i.e., total number of unique orders/transactions divided by number of net e-mail delivered for all campaigns in the past 12 months), compared with question, “Which of the following customer data attributes has your company used to segment audiences for e-mail marketing campaigns in the past six months?”

Source: JupiterResearch Executive Survey (11/04), n = 649 (US only)

Conversion Rate:


Base Segments - Example


A Note About Preference Centers

Good:•Simple path to segmentation•Provide interest data at the time of registration

Bad:•Preferences change/evolve•Subscribers rarely update•Establish commitment to only send on established topics (regardless of relevance)

Net: Invest in figuring out what will be relevant!


Message Types• Bulk Mailings

– Promotions– Newsletters– Statements

• Lifecycle Messages– Welcome streams– Lifestage streams

(e.g., pregnancy, wedding)

– Reactivation streams

• Triggered Messages– Up-sell messages– Cross-sell messages– Confirmations– Ratings and reviews– Watch lists– Out-of-stock– News alerts– Local events– Anniversary, Birthday– More…


Not just segmentation….

1. SEGMENTATION: identify logical groups to which the same basic messages are likely to resonate.

1. TARGETING: align messaging to the engagement patterns of each segment.

1. PERSONALIZATION: add the finishing touches that make the communication feel personal.

Buyers vs. non-buyers New vs. old customers Kids vs. no kids

Deal vs. information-based Lifecycle programs Best time to send

Local store Products of interest Gender


Personalization

Members of a segment all get an email based on the same template

Personalization attributes can change all of the content, but not the structure of the email

The next step is populating that template with content that shows you know the customer


The BEST personalization is based on activities tracked at

the INDIVIDUAL level!


Email metrics(opens, clicks)


Site activity(visits, shopping cart)


Purchases


Coupon redemptions


Targeting Browse Behavior

• Amazon* Based on recent browsing behavior (past month)

• Featured products and time-based offer x% off until XX/XX

• Directly calls out that email was triggered by browsing the site


Personalized content must be value-driven

– Where they live?– What they do?– What they like?


Do this…


Not This…


Personalization That Works

Email doesn’t work without a good content strategy.


Content Inventory

Web resources– Content site– Blogs– Videos– Online Coupons

Traditional resources– Print Advertising– Coupons– Circulars– Press Releases– Events

User Generated Content– Ratings & Reviews– Social Media Mentions


Plan Ahead…

Move from content creation to curation– Adapting existing content is easier

than creating new content!

The right email template will save time– What formats will you regularly

support?– What content blocks can you

regularly populate?


Which takes more time?


6 Steps to Scalable, Relevant Email

1. Identify your key segments2. Identify core messaging products3. Develop messaging grid that aligns segments with

target messaging objectives4. Identify activity-based personalization attributes5. Develop flexible templates and automate the

automatable6. Devote a percentage of resources to develop

triggered programs (“set it and forget it”)


Using the Data:Personas

Using the Data:Personas


Personas: What & Why?


How?

• Real People• Compelling Narrative• Key Attributes• Enable Action• Usable Format• Focused on Differentiators• Not Prescriptive


A Few Words About Permission

A Few Words About Permission


Four Rules of Permission

• Get it.

• Confirm it.

• Don’t share it.

• Keep it current.

Remember: It’s not about you.


SMS is Always Permission Based

78


Social is Opt In

Like/Follow Commitment = /


Data HygieneData Hygiene


Hygiene = Health!


If your data is dirty…..

…you get a reputation.


What is good hygiene?

• Excellent data collection• Proper bounce management• Source management & tracking• Scrubbing/Purging• Behavioral targeting• Solid acquisition program• Discipline! (esp. during the holidays)


Protecting PrivacyProtecting Privacy


Notice Choice

Guiding Principles


Privacy Checklist Up to date privacy policy Clarity of permission grant

Do not share permission Keep permission current Ensure easy opt out

Consider minors and other protected groups

Educate internally Follow the spirit, not just the

letter, of the law


Please, follow the law(s).

• CAN SPAM, COPPA– Utah, Maine, Colorado, California

• Canadian Privacy Law(s)

• EMEA Permission

• Japan “Proper Transmission” Law

• EU Cookie Directive

• Chinese Access Rights

• SMS/Mobile Carrier Restrictions


Ignorance is Not a Defense.


Authentication

http://www.dmaresponsibility.org/emailauthentication/howevaluate.shtml

BREAK

We start again at XXX.


Takeaways (2)

• Email is not dead – but let’s not kill it.

• Maintaining list hygiene is critical.

• Email marketing generates reams of data, focus on those that tie directly to core business objectives.

• 6 Steps to Relevancy


Sharing the DataSharing the Data


Essential Reports

• Response data (opens/renders, clicks, conversions) – How much did we make?

• Bounces – How clean is our list?

• Spam complaints/Unsubscribes – Was our message welcome?

• Inbox placement – What’s our sender reptuation?


Dashboards

• 50,000 foot view

• Trends/Benchmarks

• Metrics tied directly to business objectives

• Produced & syndicated regularly

• Bonus: Cross-channel


Analyzing the Data: Response AnalysisAnalyzing the Data: Response Analysis


Reports that Matter

• Tied to business goals– Are we making money?– Is the sales team happy?

• Enable decision making– What can I change to improve results?– What products should I lead with this week?– Am I seeing a shift in customer preference or

behavior?

• Timed to business need


Are Opens & Clicks Valuable?


Allow Customers to tell you…


Mining for Behavioral Data


Analyzing the Data: Deliverability AnalysisAnalyzing the Data:

Deliverability Analysis


Deliverability?

• Rendering reports?

• Bounces? Codes?

• Low response?

• SPAM Traps?

• Blacklists, etc.?

• Seeded inbox rates?


Deliverability Insights

• Are our subscribers fatigued?– Which subscribers are engaged?– The impact of frequency.

• Are certain sources spammy?

• This message type is less welcome.

• Formatting takes a toll.

• Risk assessment: Active subscribers are most active complainers.


Lessons LearnedLessons Learned


Data is Your Friend


Just get started!


Focus on the Business


Lather, Rinse & Repeat


Don’t try to Boil the Ocean


Thank you!

dma2011postcon

Business

executive buy

customer email responses

typical email marketing

email roi putsstarsin

nicholas einstein

different customers

campaign data

data integration