using social & customer data for greater email relevancy
TRANSCRIPT
Customer Connections:Using Social & Customer Data for
Greater Email Relevancy
Stephanie MillerVP, Email & Digital Services, Aprimo
@StephanieSAM
Email Focus Week
© 2010 Aprimo, Inc.
Trusted provider of integrated marketing software for marketers and their extended marketing communities
Email ROI Puts Stars
In Our Eyes
6
7
The Inbox is Fragmenting.
8
Engagement is the new metric to watch.
9
Subscriber Covenant10
The Truth.
Typical Email Marketing Stream
12
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‐based Email Marketing
13
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?
14
MessagePersonTime
Every time.
Wherefore Art Thou Data?Customer Email Responses Call Center
Sales Team Database Online
Multi Channel Synergy: Dream or Reality?
Social MediaMicro-segments
CustomerPreferences Test & Learn
Behavioral TargetingDynamic email templates
Best Practices
Campaign Analysis
Mobile Strategies
WHAT’S NEXT?
Data IntegrationAutomation
Triggered Dialog
Assess Your Own State of State
Readily Available OpportunitiesData Source Connect Purpose Measure
Purchase data Transaction engine
To web content engine and email program
Increaserevenue
Sales
Web Session Length
Web tracking (Google Analytics, Omniture)
To lead nurturing campaigns
Improverelevancy and timing
Response rates by segment
Visitor Tracking Advanced Web Tracking (Omniture)
To web content engine and email program
Improve relevancy
Conversion to the next step
Social Influence‐ Counts
Services(Twitter, Facebook, Linked IN)
To email program
Attribution and Impact of email
Rise in social activity
Social Influence – Affinity
Social listening tools (Radian6,Flowtown)
To all outbound communications
Speak the language of a community
Response rates by content type
Social Data: Value?
• Listening• Activity• Aggregate• Membership• Interest• Affinity• Influence• Behavior• Community
Social Data & Email Connectors
Unique identifierRecencyRelevancy
Unique identifierDynamic Content
Tracking
Have a Purpose
24
1. Audit Data Sources
Mobile Collection
Mobile Collection
Mobile Stand Out
Mining for Behavioral Data
Test1 Test2 Test3
0.36%
2.40%
0.54%
0.08%
0.35%
0.05%
Response RatesBehavioral Targeting Demographic
Allow Customers to tell you…
Self Reported Demographic
1.0%
0.1%
Conversion Based on Targeting
2. Translate Info into Data
Lifecycle Email
Lifecycle Email
Sale on Saturday
Tweet on Tuesday Track Influencers
Thank InfluencersTweet Next
Event Celebrate Influencers via Email
Influencer Email Offer
Personally Social
3. Model & Prioritize
Lifecycle Email
Preference Driven
Reviewer Influence
4. Test Segmentation
Use What You Know
5. Lather, Rinse & Repeat
Just get started!
