| Page 1 |© 2011 M E R K L E I N C.1 .877.9MERKLE M E R K L E I N C.C O M

EMAIL CRMCONNECTING WITH YOUR AUDIENCE

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CONNECTING WITH YOUR AUDIENCE

S T R A T E G Y A N A L Y T I C S T E C H N O L O G Y M E D I A C R E A T I V E

What We’ve ObservedEmail has been a highly effective way of targeting and engaging customers for years – and it is still the backbone of most digital CRM strategies. However, despite email’s maturity, most marketers are not leveraging the channel to its fullest potential. Here’s what we’ve observed:

1. Targeted email is the exception, not the rule. Despite the push to be relevant, the majority of email marketing is still mass messaging.

2. Open and click rates are bad metrics. These metrics focus on campaigns and not on who is engaging and why they are engaging with your email program.

3. Testing isn’t working. Systematic, recurring testing is rarely part of the email process – impacting our ability to leverage the full power of testing to learn, refine, and continually improve.

Turning the PageEmail Refresh. Merkle’s CRM approach to email helps marketers:

• Integrate insights across channels to drive a more customer-centric approach to email marketing

• Create smart email triggers that optimize message timing and boost customer engagement and conversion

• Determine more precise customer engagement metrics to measure value of email programs

How it Works

86%

74%86% of adults check their email at least once a day1

74% of adults say email is theirpreferred form of communica-tion with companies1

1According to Merkle’s Annual “2011 View from the Inbox” Research Study

High

Medium

Low

Val

ue

Val

ue

Low

Med

High

Source (ex. website)

Behavior (ex. purchase)

Engagement (ex. open/click)

Email Value Analysis

Email Subscribers

Email Value Segments

Email Value Drivers

Email Social Mobile Site eCRM

Email Strategy

Email Dialog

Email Value

Email Execution & Intelligence

  Email Audit & Roadmap

  Subscriber Acquisition

  Integrated Contact Strategy

  Test & Learn

  Segmentation & Targeting

  Creative & Content Optimization

  Email Activity Analysis

  Subscriber Value

  Churn Management

Smart email strategy to

develop customer relationships

Scalable, targeted email program to drive ongoing results

Precise value metrics to ensure continuous email

improvement & ROI

| Page 3 |© 2011 M E R K L E I N C.1 .877.9MERKLE M E R K L E I N C.C O M

Email Integration: Data-driven insights and recommendations to leverage other CRM channels (site, social, mobile, search, display) to drive email engagement and value.

Subscriber Acquisition: Customer acquisition optimization that captures and engages high value prospects and converts them to known, marketable customers.

Customer-Focused Contact Strategy: Email contact strategy designed to engage customers based on behavior and integrated digital insights – optimizing message sequence, cadence and relevance.

Test & Learn: Rigorous test and learn strategy and ongoing testing plan designed to align tests with email goals and objectives.

Customer Centric Measurement: Customer-focused measurement strategies designed to identify value of email programs and identify email optimization opportunities across channels.

The Challenge:

• A large ecommerce client was challenged by high online cart-abandon rates, and needed to find a way to drive visitors back to the site to increase conversion.

• 70,000+ abandoned shopping carts annually

• 165,000+ triggered, targeted emails annually

What You Get

The Results:

Case Study

 

 

 

 

 

The Solution:

• Online Behavior Segmentation: Segmented shoppers based on email and site behavior to deliver relevant site visit re-contact strategy.

• Smart Email Triggers: Developed web based behavioral email triggers to drive shoppers back to site to complete their transaction. Leveraged analytics-driven insights to improve message relevancy based on cart contents.

 

T1: Trigger T1: Day 3 T3: Day 7

Come back to finish your purchase!

Emotional / Social Appeal - testimonial

Last Chance! Special Offer

Newsletter Stream

Purchase Confirmation

Purchase Confirmation

Purchase Confirmation

Cart Abandon

$1.2M

11+25%

Over $1M in annual revenue generated from targeted cart abandon recontact stream

11-25% lift in conversion rate per segment delivered

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CONNECTING WITH YOUR AUDIENCE

S T R A T E G Y A N A L Y T I C S T E C H N O L O G Y M E D I A C R E A T I V E

7/2011

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