Date post: | 17-Nov-2014 |
Category: |
Technology |
Upload: | pure360 |
View: | 309 times |
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Engagement – Looking into the finer details
What I look like in my head
The depressing reality
• The funnel• The Elephant• A great engaged experience• How do you measure engagement?• How do you keep your database engaged?• Think mobile• Key takeaways
Content
Data
Engagement
Conversion
How do you engage with your
database?
Send lots of email…?
• 23 x marketing emails
• 20 x prospect emails (I had not engaged/created an account/purchased)
• 3 x emails where I was a customer (I had engaged/created an account/purchased)
• Then I saw the email about my elephant….
What my inbox received on 26 April 2013
What should Own Art have done?
• Don’t assume that as I have used their finance scheme, I have engaged with their brand
• Welcome me to Own Art
• Remind me what the value is to me
• Discuss their reach and what is available to me
• Then ask me to complete the survey with my buy in
• Do they know anyone else interested in this scheme?
A great engaged experience
Data
Engagement
Conversion
MaintainEngagement
Sign up
Preference data
welcome
newsletter
convert
Post purchase
review
Post purchase sigh up
Birthday
Loyalty
Referral/viral
How to engage
HOW DO YOU MEASURE ENGAGEMENT?
Open ratesClick through rates
Conversion
Increased open ratesIncreased click through rates
Increased conversion and regulatory of spend
Decreasing opt out ratesPositive List Growth
How do your customers
engage with you?
Think mobile
Device Engagement
• Mobile will always sit on your attribution funnel somewhere
• Even if consumers don’t buy on mobile they will be researching on mobile, optimise for it
• Cross device usage is a way of life for people, even if you can’t measure it, prepare for it
• Consider what you are trying to do at what time?
• Just because I can open your email at any time, can I engage with you call to action?
• Engagement is a an ongoing process
• It is not a given• Responsive design is
not the only answer• Your competitors are
anyone else in that inbox
• Reward beyond simple discounts
Key takeaways
…Any questions?
Lucy WilsdonHead of Enterprise Sales, [email protected] 647871
Thanks for listening!