moving from email to omnichannel delivery · retail website call center. harte hanks ... action...

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Moving from Email to Omnichannel Delivery


Agenda

Current state of the market;

Client demands;

How to meet those demands; and

Challenges to continuing to meet those demands.


The Connected Consumer


Our Role Has Changed


Move from Customized to Personalized

Based on segment,

behavior or interactions

Add the customer

CUSTOMIZED PERSONALIZED


Consider Context

Native Applications

Media Engagement

CRM and Loyalty Programs

Video Content

Search and Research

Social Media

WebsiteRetail

Call Center


When We Think Like the CustomerWe Get Better Results

7

ACTION

Action Oriented Subject Lines

CUSTOMER CENTRIC

Mobile Email Versions

Mobile Landing Pages

Retargeting

30% higher opens

260% more opens & clicks

Industry Data or Our Results

150% more clicks

Re-enforce and Re-engage

HIGHER ENGAGEMENT


Rethink The Role of EmailDrive Interactions


Think Mobile First

MOBILE

RESPONSIVEEVERYTHING,

repackaged

ADAPTIVEMOST IMPORTANT stuff

rises to the top

RESPONSIBLEUnderstanding (and

planning for) your user

FIRST and ALWAYS


Mapping the Customer JourneyMaking Marketing Work HarderPlan their experience, leveraging Conversion Point mapping

Focus on getting customers to take action

123

4

Sales

Loyalty

Retention

Retail Call Center Registration

Programs Social

PreferencesEngagement Community


User ExperienceThink It Through

EM

DMPurls

Custom linksQR codes

Landing Page

Call Center

Marketing automation takes over

Leverage supporting content across different channels

Continue to automate next message in sequence


Omnichannel OpportunitiesLeveraging Content Marketing Principles

Campaigns (EM, DM, Media,

SEM)

Broad Media

Ongoing CRM & Loyalty (EM,

DM)

Mobile App Content and

Alerts

SMS

Blogs, Facebook

& Twitter Push

Social Networks

Video Content

Website Content

The Art of RepurposeNo good content goes to waste

FROM

Customer Testimonials

SINGLE CONCEPTS

Past Campaign Ideas

Live Webinars

Videos and Interactive Content

TO

Product Endorsements

OMNICHANNEL CONTENT

Featured Content

Infographics

Email interactivity


It Comes Down to Best in Class CRMDirect Mail

Email

SMS

Mobile Push

Web Offers

Web Content

Ecommerce

Mobile Applications

Social Applications

Social Content

Display Ads

SEM

Interactions

Behavior &Lifecycle

Brand Communications

PULL

TRIGGERS

PUSHSegmentation:ModelingDemographicPast Behavior

Testing:AudienceContentCreative

Personalization:ContentCreativeOffer Decision

Testing:AudienceContentCreative

Definition:ModelingActionPast Behavior

Testing:ChannelFrequencyContent Broad Media


Leveraging Strategic And Customer-centric Programs

Results-Focused

Campaigns

Consistency Across

Channels

Customer’s Lifecycle Stage as

Foundation

Leverage and

Repurpose of Content

Insight-driven Creative and Story Telling

Ongoing Measurement

and Optimization

Plans


That Use Customer Profiles

Data Quality & Validation

Anonymous To Known

Behavior Attribution

Data Enhancement

Customer Data Integration

Progressive Collection

Demographics

Behavior

Psychographics

Response Data

Transactional

Terrestrial

Preferences

Social Profile

Digital Identities

Utilization Data

Data Integration

ID


Incorporated into the Customer’s Lifecycle

Use

Advocacy and Sharing

Research

Get Advice

Compare and Price

PROSPECTS CUSTOMERSConsideration


Client Demands and How to Meet Them


Things Our Clients Want

Memorable Measurable Multiplied


Memorable

Campaign design that carries the brand message

Connects their customer to the brand

Works in all channels

And helps drive customer behaviors and data capture


Campaign IdeationLots of Ingredients to a Great Campaign

Big Ideas

Data

Research

Results

Competitive


Be Memorable


Measurable

Consider each step the consumer takes

Create a measurement plan around those steps

Create a data capture plan to learn more

Optimize against all touch points based on conversion


Creating an Omnichannel Test Design

Test Dimensions• Identify and prioritize segment values• Determine desired behavior by segment

• Identify relevant and timely offers

• Understand multivariate effectiveness

Segment Offer Channel

12

ControlA

Segments

Offers

Model

3

Response Channel

EmailDirect Mail

Store

BrokerWeb

MobileEmailDigital

Social

• Determine appropriate channel mix• Validate the most effective list strategy

Touchpoints

• Gauge most effective response mechanismsResponse Channel

Test Design

Contact Strategy

12

Control3

• Define and validate creative approachCreative

• Identify optimal frequency and timingContact Strategy

Creative

12

Control3

• Test and tune content strategyContent

12

Control

B 3

EmailDirect Mail

StoreWeb

MobileEmailDigital

Social

12

Control3

12

Control3

12

ControlC 3

EmailDirect Mail

StoreWeb

MobileEmailDigital

Social

12

Control3

12

Control3


Multiplied

Leverage concepts that worked in the past

Leverage existing frameworks for new creative ideas

Continue to optimize and grow

Don’t be afraid to take some risks


Challenges and Solutions to Meet the Demand


Omnichannel Requirements

CONTENTProcess

People

Tools

CONTENT& MORE

CONTENT


Process

• Goals & Objectives

• Plan of Attack• Measurement

Plan

Strategy

• Create Assets• Build

infrastructure

Execution• Review results• Tie back to goals• Optimize

campaigns and infrastructure

Analyze & Optimize


The Right Tool for the Job

• Paid• User Generated

• Earned

• Inbound• Owned

• Outbound• Owned

ESPMSP

CMSCRM

Ad servers

DSP

PlatformsNetworks


Making the Right Choice

Client’s goals and objectives

Budget

Prioritized channels

Insourced or Outsourced

Think Through What the Customer Needs


Industry Trends

Insource Insource Insource

Outsource Outsource Outsource


Content Demand

Content

Images, videos, text, audio, PDF, social posts, press releases, banners,

infographics, etc.

Marketing Agencies Corporate

Public Relations Social Resellers

AUDIO

BANNERSEVENTS

IMAGE 1

IMAGE 2

IMAGE 3

MEDIA

MOBILE

PDF 1PDF 2

PDF 3

SOCIAL

TELEMARKETING

BestEngagement

AUDIO

BANNERSEVENTS

IMAGE 1

IMAGE 2

IMAGE 3

MEDIA

MOBILE

PDF 1PDF 2

PDF 3

SOCIAL

TELEMARKETING

BestConversion


It’s about story telling

STORYTELLING MOMENTS


Channel Choices

Each channel has unique characteristics

Choosing the Right Channels

Email Direct Mail SocialInexpensive Make it count InexpensiveA connection between channels

Make sure it works with other channels

Not as targeted

Multiple response with focus on digital

Multiple response mechanisms

Response in channel when possible

Mobile First! Try new things to beat the control

Consider as an add-on

Many More…


Things to Remember


Key Takeaways

It’s not rocket science, but it’s not easy either

Be prepared for the need for content

Plan channels around customers behavior

Measure everything

moving from email to omnichannel delivery · retail website call center. harte hanks ... action...

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