Date post: | 10-Nov-2014 |
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Marketing |
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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• [email protected]• 402-630-5836
Thank you!
Keep the learning going. Follow me on twitter @ryanpphelan @acxiom