Date post: | 01-Nov-2014 |
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#SPOP11
Richard Evans, Director of Marketing - EMEA
Building a World-class Preference Centre
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Logical Personalization?
• Postal code - Geography• Gender• Relationship status• Wedding anniversary• Significant other’s birth date
Datais the key to engagement and relevance
3 forms of data that drive dialogue
•What we learn by listening
Inferred
•What we learn by monitoring
Implicit
•What we learn by asking
Explicit
Opt-in and preference centre data determine the first steps in your dialogue.
Why Preference Centres?
Data Capture•Demographics & interests•Up-to- date info
Subscriber Empowerment•“My Email”•Better retention
Increased Relevance•Preferred frequency, lists•Basis of personalisation,
segmentation
Why Now?
There are more channels to
consider
Increase relevance + ward off ISP
filters
Customers expect control
of the relationship
You should have
centralised control of all
You need to reduce list
churn
By 2014, the average consumer will receive
9,000 email marketing messages a year.
Birth Date – A Simple Example
Deploy Post-Purchase Emails?Type of Post-Purchase Email Percentage Deploy
Service satisfaction 50%
Product Review Request 43%
Recommendation (since you bought this, you might…)
29%
Do not deploy post purchase emails 26%
Bounceback 21%
Cross sell/Upsell 19%
Happy Birthday Promotion 17%
Reorder/Replenishment 17%
Purchase Anniversary Promotion 12%
Product Review Posted Notification 2%
2009 Birthday Campaign Indexed Results…
Almost
25X
better…
Three Types of Preference Centres
3 Types of Preference DevicesOpt-in
Opt-out
Update
3 Types of Preference DevicesOpt-in
PreferenceCentre
Opt-out
Update
27 Best Practice ExamplesFrom the real world of marketing…
Elements to Consider
Demographics
Interests / Preferences
Lists / Publication
Channels Frequency
Capture Key Personalisation Data
Clean and Simple Opt-In
- Simple- Obvious
- Logical value to consumer
Single Column Layout
- Eye-tracking studies suggest single
columns are easier to
read
- First/Last name, Birth
date are exceptions
Data Standardisation
Verify Email Address
Standardisation key to Data Usability
- Drop downs ensure consistent responses
Mobile # for SMS
Mailing address for direct mail
Other Channel Options
Question Expansions for Details
Strong Value Offer for Information
Brag if you can
Show Samples of Emails
Avoid Using “SUBMIT”
Convey the value, benefit
Confirm Subscription IMMEDIATELY
Subscribe
Notify
Message
Promote Update in Welcome Email
Capture Additional Data via Surveys
Diverting Unsubscribes
Master the art of Email Marketing Ju-Jitsu
Your preference centre actually BEGINS in the email.
Footers – Make it Obvious
Include links to all 3 main options:
- Update preferences- Change email address
- Unsubscribe
Don’t Use Euphemisms
Where’s the “Unsubscribe” link?
Don’t Require Magnifying Glasses
- Use an appropriate font size- Easy to read font color
- Don’t bury key links such as “Unsubscribe” in text
Clearly Differentiate Links
Use simple, plain language – don’t use jargon
So What are the Alternatives?
Alternatives
Frequency
Format
ChangeEmail
Profile/Preference
s
Channel
OtherEmails
(c) bound_4_freedom on Flickr. Source: FreshAddress.com
More than 30% of your list will churn this year.
A good start
Missing:- Frequency Option
- RSS or catalog option
Change Email Address
Email Frequency
Take a break. Hit Snooze.
3-5 per cent
decrease in unsubscribes.
What You’ll Miss…
Multiple Lists
Why Are You Unsubscribing?
Quick Starting Points
• Think beyond opt-in and opt-out• Use preference centres to START a
relationship built on relevance• Give consumers options
– Especially at the time of opt-out
• Cover the basics first and then build “best practise” incrementally
Thank you!