THE CONSUMER BEHAVIOR SURVEY AND WHAT IT MEANS FOR EMAIL PROGRAM DEVELOPMENT

Talking about what you’re going to see marketers want and why

Ryan Phelan, Vice President, Global StrategyAcxiom | Digital Impact

• Prior Industry Experience– Vice President, Strategy at BlueHornet– Director, Email Marketing & Acquisition at

Sears Holdings– Responsible for East Coast Operations at

Responsys

• Thought Leadership– DM News : Email Gets Personal (Cover Story)– Keynote address – March 2012, EEC12– Ranked as one of the top 40 Digital Marketing

Strategists in the country by OMI– Co-Chair of the EEC– Member of:

Ryan PhelanVice President, Strategic Services

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Goal For Today: Talk about what marketers

need to know and what you’re going to be asked

to help solve for

Consumer Behavior | Attrition | List Verification | Acquisition Profiling |Triggers | Big Data

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Deliverability Dude/Dudette Strategy Dude/Dudette

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1,000 Consumers from across the United States

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91% of consumers check email on their mobile phones

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Nearly 49% of respondents have an

email account for emails they rarely intend to open

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36% of

respondents check email, social media and texts before doing anything else after they wake up

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21% check their email before breakfast

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When an email is saved to be read later,

60% never read it

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Consumers are not just looking for deals and discounts

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72% of consumers read email when they are bored…

…29% read email while in the

bathroom

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The simple fact is that we are not as important

as we tend to believe

Attrition | List Verification | Acquisition Profiling |Triggers | Big Data

“WHOA! look at that compelling subject line….totally made me open it”

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This is more like it…

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buck·shot mar·ket·ing n. Marketing without a plan, clue, intelligent design or path toward success

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Tier 3:Advanced

Tier 2:Medium Complex

Tier 1: Foundation programs

Existingprograms

Persona development, cluster analysis, next logical product, behavioral \ attitudinal segmentation, dynamic messaging, shopping cart abandonment,

preference center phase 2, social messaging

Video in email, creative testing, promotional optimization, triggers, win-back, preference center, social media

Testing & Reporting

Welcome, transactional messaging, opt-down, acquisition, promotional, attrition

Optimize programs based on easy changes (Low Hanging Fruit)

Testing & Reporting

Testing & reporting

Email marketing is not just about the “deal of the week”

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Change is required…not only the emails we send, but the programs we

enact

Triggers | Attrition | List Verification | Acquisition Profiling | Big Data

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Messaging

• Allows you to utilize customer behavior to deliver the right message at the right time. – Next Logical Product (NLP) $$$– Browser Marketing – Event Based– Transactional $$$

30-40%

That’s what some retailers are

reporting as a percentage of overall email revenue from

Trigger programs – Cost per revenue

per email sent metrics are

substantially higher compared to full file single

content campaigns

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Opt-Down • Opt-Down options allow consumers to have control over the message– Can reduces attrition by

up to 40%– Survey Data is invaluable

• Make sure the “Other” choice is an open text field

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List Verification Services• Aged records need to be cleaned prior to

sending• Vendor technology identifies whether or not

an email address is valid and deliverable– This is recommended for the rest of file prior

to communication

• This will help:– Reduce bounces ~10x– Improve the performance of your email

campaigns– Increase your Sender Reputation– Improve your Inbox Placement Rate

• Also can assist in real-time verification of email validity at time of registration/submission– Helps eliminate fraud and hard bounces

“So, I’ve got this list of emails that was on a CD-ROM labeled 2002 in the file cabinet…can we send them an email?”

- Actual Former Client

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If you could ask one question…

• Major hotel chains fail to ask key questions to determine persona– How many trips do you

take a year– Do you travel most for

personal or business– What is your highest

level of status

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Use of data can be helpful if it’s not creepy

Using Facebook Social Graph data they can check to see if I am registered!

This is helpful!

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Example: Creepy Data Should I know this? What right do I have to know this?

This is creepy!

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• Young and hip, online/mobile engaged, 78% of the time will purchase add-ons, brand focus, will leave reviews

Fashionistas

• Highest income, Buy more at point-of-purchase 40% of the time, Spend 75% of their purchase time in-store, nice clothes = the good life

Style-Sophisticates

• Apparel is a need, not want, Shop for apparel, on average, about 5x over a 6 month period, Key drivers for their inspiration to shop for apparel are magazines and retailer websites, Bargain hunters

Centsibles

• Actually like to shop, but not online, not persuaded by peers, advertisements, reviews, Shop significantly more in-store (78%)

Different-Drummers

• Shopping is a chore, typically shop at discount stores

Disinterested

Acxiom’s 2013 Research report shows that another element, attitude, may add critical insight into predicting shopping behavior

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Your main competitors may not be your only competitors

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POS upsell propensity can

help inform associates or messaging through the cart process

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What’s the lesson?

• Our customers through response, behavior and analysis want smart marketing – stop being lazy

• Mobile integration enables your subscribers to better convert

• Everything around us is changing…why are we staying the same – resistance is futile

Questions?

Ryan Phelan• Vice President, Strategic Services• ryan.phelan@acxiom.com• 402-630-5836

Thank you!

Keep the learning going. Follow me on twitter @ryanpphelan @acxiom