| Date post: | 14-Aug-2015 |
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Recruiting & HR |
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Marketing Tactics for Next-Generation HR Teams
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Speaker: Lee Eliav Digital Marketing Manager Morningstar Lacey Herchek Field Marketing Manager HelloWallet
Moderator: Sarah Sipek
Associate Editor Workforce magazine
Marketing Tactics for Next-Generation HR Teams
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Frequently Asked Ques6ons
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Sarah Sipek Associate Editor Workforce magazine
Today’s Moderator
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Lee Eliav Marke9ng Program Manager
Today’s Speakers
Lacey Herchek Field Marke9ng Manager
Marketing Tactics for Next-Generation HR Teams
August 2015
Hi! We’re
HelloWallet.
Lee Marketing Program Manager
Lacey Field Marketing Manager
Why HR
Should Pay
Attention to
AdWeek &
Marketo
Who Are We?
Team Behavioral scientists, data
geeks, fastidious designers, super-fly developers, marketing gurus, and community builders
1 Software
The very best, award-winning personalized financial
guidance that transforms financial lives through behavioral economics
Mission Improve the financial
outcomes of workers using cutting edge behavioral
science
2 3
What to Expect
1 2 3
Challenges Solutions Tips
1
The Challenge
Challenges
500 ads per day
1970 2014
5,000 ads per day
So. Many. Emails.
Competing Priorities
Great Programs, Benefits &
Opportunities Employee Habits
Challenges
Challenges What They’re Doing • Retargeting • SEO/SEM • Social Media Marketing • Display Ads • Mobile Marketing • Marke9ng Automa9on • Web Analy9cs
2
Solutions
1: Data
Data
Programs People Communications
Demographic
Behavioral
Attitudinal Adoption
Impact
Engagement Open/Click Rate
Attendance
Conversion
Data
Demographic Segmentation
One Size Fits All Behavioral Personalization
Application: LinkedIn
Application: LinkedIn
Application: Bank Fees!
Application: Bank Fees!
Relevance • The prevention of bank fees allows associates
to find more money to put towards retirement.
Data • Detected 1+ fees in 60% of members with
linked accounts. Average total paid was $51.12 in Feb. This trend stays true through March and April.
Personalization • Personalized bank fee alerts
• Education campaigns on using prevented bank fee dollars for retirement
Cloud
• Release cash flow functionality to help members prevent bank fees
Application: Bonuses
Relevance
• The Annual Incentive Program is a time when associates can allocate and redirect extra funds for retirement.
Data
• In the data, we see an increase in spending, savings contributions, transfers, debt pay down and income around the time of Annual Incentive Program.
Design
• Before the bonus arrives, HelloWallet can help apply behavioral science techniques through marketing campaigns.
Mobile
• Advanced decision making and pre-commitment to use those funds for retirement purposes and popular but unused touch points
2: Psychology
Psychology
o Incen6ves: a mo9va9onal outcome, great for one-‐9me ac9ons
o Peer Comparison:
highlight peer accomplishments/ac9ons
Psychology
o Loss Aversion: what’s on the line that they might lose? The possibility of loss is more powerful than the possibility of gain
o Urgency: a reason to act
now
Psychology
o Personalization: creating unique messages based on the appropriate audience
o Timing: when to communicate
3: Experimentation
Experimentation
Communications Testing A randomized communications experiment with at least 2 variables You can test just about anything: o Email o Websites o Landing Pages o Display Ads o Hard Mail
A B vs.
1) Prepare
1) Prepare: Team
o Team of 2-3 o Different
backgrounds/business units (IT, Marketing, for example)
1) Prepare: Tools
Email Testing o Marketo o MailChimp o Campaign Monitor
Web Analytics o Google Analytics o KISSMetrics
1) Prepare: Goals
Program Level o Enrollment o Usage o Impact
Email Testing o Open Rates o Clicks
Web Analytics o Page Views o Conversions/Actions
2) Craft an Effective Email
2) Craft an Effective Email: Subject Line
o Keep it short & sweet — most only read 30-50 characters o Use personalization when possible o Try to include familiar words o Focus on the benefit
HelloWallet Example
2) Craft an Effective Email: Design
o Looks matter and trigger emotional responses o We read in an F shaped pattern so place content accordingly o 80% of the time spent reading a screen is spent on the first
block of text
F Shape Research by Nielsen, 2006
2) Craft an Effective Email: Sender Name o Email automation programs allow you to change the sender name o Try testing different members of your team
2) Craft an Effective Email: Headline & CTA
o Emphasize the benefit in the headline of your email o Make it clear why it is relevant to the audience you are emailing o Make it clear what action you are asking your employees to take o Stress ease of completing the ask
HW Example
2) Craft an Effective Email: Mobile
o 66 percent of emails were opened on a mobile device*
o Find out how many of your emails are being opened on mobile devices
o Design your emails so they look and function properly on mobile
o Make sure that employees can take action on a mobile device
*Research by Movable Ink
3) Decide What to Test
Infographic by Marketo
4) Alter Other Versions
5) Send Email
Randomly select your groups of recipients o Email software o Excel o Random list
generators Hit send!
6) Analyze Results
Program Level o Enrollment o Usage o Impact Email Testing o Open Rates o Clicks Web Analytics o Page Views o Conversions/Actions
3
Tips
Tips
1. Make Your Vendors Work For You 2. Research Old Tests 3. Talk To Fellow “Testers”
Make Your Vendors Work For You
• Ask Ques9ons • Test Their Theories • Measure + Improve Their Metrics
Learn From What Others Have Done
Learn From What Others Have Done
Version A (without the image) received 24% more conversions
Source: Hubspot
Learn From What Others Have Done
Version B which includes testimonials received 34% more conversions
Source: WikiJob
Learn From What Others Have Done
Version A, Rich HTML, received 11.2% more conversions
Source: WhichTestWon
Share Your Ideas And Results With Your Peers
Guide to Communications Testing
Improving Employee Benefits
Triple (and Share!) Your Impact
Questions? Comments? [email protected] [email protected] www.hellowallet.com
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