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Beyond Campaign Reporting – Unlocking the Power of Your Email Marketing Data

May 27, 2015

Laura WoolleyiKnowtion

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Laura WoolleySr. Analyst,

Advanced AnalyticsiKnowtion

Laura is a Senior Analyst in

iKnowtion’s Strategic

Analytics group

Today’s Presenter

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iKnowtion – Leaders in Analytics

Senior Management

Advertising and Media

CRM Market Research

Product Management

Customer Experience

Sales and Marketing

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Customer Engagement Landscape

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SummaryWhy Customer Engagement Matters

Customers have omni channel interactions

with brands

Marketers want to translate this data into insight and action to enhance customer engagement

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SummaryWhy Customer Engagement Matters

63% of marketerssay engagement is

manifested in customer renewals, retention and repeat

purchases.*

*The Economist Intelligence Unit “The Rise of the Marketer” http://www.marketo.com/_assets/uploads/The-Rise-of-the-Marketer-Driving-Engagement-Experience-and-Revenue.pdf

When organizations measure customer interactions, they can unveil powerful insights about customer engagement to predict future revenue

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Email as an Engagement Asset

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A Day in the Life of an Email Campaign

Campaigns are launched and measured. Email response metrics help teams improve performance of subsequent campaigns

Sent

Delivered

Open

Click

Optimize systems, optimize targets

Ensure deliverability to ISPs, list hygiene

Optimize target and subject line

Optimize content placement, relevancy, call to action

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Shift Thinking From Campaign to Customer

What can email data reveal about your customer?

Customer EngagementCampaign Performance

Are my best customers engaged with our communications?

Who engages with email?

Does volume or frequency of messaging impact engagement?

What’s the value of an engaged customer?

How did the mailing do?

How can we improve metrics next time?

Can we optimize to increase sales?

Do we need to rethink our offer?

Is our creative relevant?

Is there a relationship between email and sales?

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Client Case: Behavioral Segmentation

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Business Opportunity

■ Client completed initiative to integrate email response data, customer database and sales data

■ Strong operational understanding of how to use email data for campaign analysis

■ Needed deeper understanding of the customer and their engagement in this channel

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Approach

EDA Segmentation RFM

Exploratory customer analysis email response data

representing promotional and

lifecycle programs

Simple, intuitive segmentation

developed to profile key customer

groups; assign value to segments

Recency and frequency matrix

developed to identify marketing

opportunities

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Analytic Solution

Data driven tools to assign value to customer and drive strategy development

Any Open and Click

Any Open No Open or Click

No Email Address

10%

6% 5%

4%

Engagement Segmentation Email Recency and Frequency Matrix

Fre

qu

en

cy

of

Em

ail

s

% Purchased

Recency of Response 

% Purchased

Recent Lapsed None

High 10% 5% 6%

Moderate 16% 6% 7%

Low 23% 3% 5%

MOCK DATA

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Marketing Strategy

■ Incorporate email engagement into predictive tools like customer loyalty and sales response models

■ Apply segmentation framework to distinguish between most engaged and unengaged customers; identify opportunities for unique customer treatment within campaigns

■ Target most engaged customers for direct marketing campaigns

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Outcomes

■ Application of email engagement data to predictive models helps pinpoint customers most likely to buy

■ Direct marketing targeting strategy enables business to mail less and sell more

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What this means for you

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What You Can Do

■ Integrate offline and online data to reveal opportunities

- Include email, website, mobile and social channels

- Start with what you have, use new learnings to make case for exploring other data sources

■ Quantify value of an engaged customer (Example: 2Xs as many buy, lifetime value is 3Xs as great)

■ Apply simple segmentation to email response to uncover insights / target best customers

■ A tool like RFM can reveal opportunities

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Thank You

Laura Woolley

lwoolley@iKnowtion.com

781-494-9989 x232