the state of email in an interactive world
TRANSCRIPT
![Page 1: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/1.jpg)
The State of Email in an Interactive World
Seth Berman Rick HeffernanTwitter: @rjheffernan #EEC12Twitter: @sbermo #EEC12
![Page 2: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/2.jpg)
Seth BermanBabyCenter
Director, Global MarketingTwitter: @sbermo #EEC12
![Page 3: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/3.jpg)
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
![Page 4: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/4.jpg)
Reaching her at the right timeWith stage-based solutions
![Page 5: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/5.jpg)
Today is mobile inflection point
![Page 6: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/6.jpg)
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:
![Page 7: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/7.jpg)
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)
![Page 8: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/8.jpg)
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)
![Page 9: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/9.jpg)
Rick HeffernanMetLife
Director, eMarketing and Sales Strategy
Twitter: @rjheffernan #EEC12
![Page 10: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/10.jpg)
Making the most of online leads
![Page 11: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/11.jpg)
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.
![Page 12: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/12.jpg)
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
![Page 13: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/13.jpg)
Get an auto quote online
![Page 14: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/14.jpg)
The challenge
Abandoned
Completed Quote
AbandonedQuote
25%of people who start a quote online don’t complete.
![Page 15: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/15.jpg)
Reengage interrupted visitors
2 out of 3 people who abandon do so because they
were interrupted
![Page 16: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/16.jpg)
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
![Page 17: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/17.jpg)
Converting prospects to applications
Solution
Results– 20% of our eMarketing phone volume is
driven from our lead nurture emails
Summer 2010
![Page 18: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/18.jpg)
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
![Page 19: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/19.jpg)
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
![Page 20: The State of Email in an Interactive World](https://reader035.vdocument.in/reader035/viewer/2022062905/554d9dc5b4c905575e8b4b71/html5/thumbnails/20.jpg)
What’s next?
Seth Berman Rick HeffernanTwitter: @rjheffernan #EEC12Twitter: @sbermo #EEC12