SlideShare une entreprise Scribd logo
1  sur  30
Télécharger pour lire hors ligne
Ready, Set, Segment
Using email Behavioral Data to Target
and Drive Customer Engagement




   Yesmail Customer Strategy
Using email Behavioral Data to Drive Customer Engagement

     Your Presenters
                     Kristin Kleweno Customer Strategy Director
                     Directly involved with helping clients with Engagement Strategies. Always on the
                     look out for innovative and profitable ways for marketers to engage with their email
                     subscribers and social followers.

                     kristin.kleweno@yesmail.com

                     Jenny Stone Marketing Strategist
                     Blending an IT background in web programming and design, with a customer
                     service focus to help Yesmail clients realize their marketing goals within the email
                     space. Jenny drives thought leadership through innovation and takes an active
                     interest in consumer behavior & digital trends across the online marketing space.

                     jenny.stone@yesmail.com




      Ask questions!
      1) Use GotoMeeting interface
      2) Use twitter hashtag: #yesmail
      3) Yesmail Blog | Email Marketing Lounge: http://www.emailmarketing.com




                                                    2
Using email Behavioral Data to Drive Customer Engagement


  Agenda

        Industry Trends

        Activation Campaigns – Goals and Strategies

        Key Segments - The Value of Tracking Subscribers Through the Life Cycle

        Types of Engagement Activation Campaigns

        Considerations for Developing Activation Campaigns – Best Practices

        Setting it all in motion with Yesmail Engagement Analyzer




                                        3
Industry Trends - Interactive Marketing Industry Overview

       New Channels               New Customer                               New Marketing
      and Devices are               Mind-Set                                    Tactics
         Changing
        Consumers’
         Behavior                  Customers expect                         Mass media audiences
                                     immediate and                          fragment and become
                                    relevant content                             addressable

      Internet, social, mobile,   They are empowered,                         Email, event and
        DVRs, smart phones        proactive, and vocal!                       behavior triggers,
                 etc                                                       touch-point marketing,
                                                                           use of social networks,
                                                                               targeted TV Ads




                                                  Source: Forrester Research. US Interactive Marketing Forecast, 2011 To 2016

                                          4
Industry Trends - An Evolution is Underway for Marketers




                Increased engagement by matching
           customer to content not content to customer

                               5
Industry Trends - Crafting Relevant Content
Segmenting by email behavior is a popular and effective technique for industry leading marketers




                                                6
Industry Trends - The Effectiveness of Relevancy
Segmenting by email behavior is incredibly effective. Second only to triggers.




                                                 7
Activation Campaigns – Goals & Strategies
 Primary Goals of Activation Programs
     1) Bring back customers!
                                                                                   Inactive
     2) Drive subscribers to next level of engagement                            Subscribers
     3) List Management: Track segments and develop
       optimal content and contact strategies
       (eg. when to suppress inactive addresses)                     Active
                                                                Openers & Clickers


                                                                    First Time
 Elements of an email Activation                                      Buyers
 Strategy
                                                             Repeat
 •    A good activation email strategy will                 Customers
      address both active and inactive
      audiences for both purchase behavior
      AND email behavior
                                                           Best
 •    Know your list - Track counts and                 Customers
      movements by key segments

 •    Defined Objectives & Targeted Campaigns
      by Segment


                                               8
Activation Campaigns – A Bit of Background


 Hard Cold Facts about Your Audience and List

     First 90 days is critical to engage subscribers
        Response and activity will drop over time

     The inactive population will grow as the list ages
        The average retailers has a >40-70% inactive population

     Mailing to inactive population consistently brings
      down overall performance/conversion rates (&
      possibly be a deliverability nightmare)



                                  9
Activation Campaigns – A Bit of Background

Reasons Why Subscribers Become Inactive
                                                    1 in 4
    Don’t need/want products at this time
                                                    opt-in
    Irrelevancy
                                                    retail
    Fatigue
                                                  emails end
    Too busy
                                                   up in the
    Might not even see it! Many with multiple
     email accounts                              junk folder.
    Get new account & don’t close old one       Returnpath 2011 Deliverabilty Study



    Open isn’t counted because of image
     blocking

                                   10
Example Email Activation Programs within Portfolio of Campaigns




   Where do “Activation“ Programs fit in your Portfolio?



                              11
Example Email Activation Programs within Portfolio of Campaigns




                              12
ROI & Value of Activation Programs




Early Activation Programs      Mid Activation Programs        Late Activation Programs
  (0-90 days non-active)     (90 days -1 year non-active)       (> 1 year non-active)

General Performance:        General Performance:            General Performance:
- Highest Engagement        - Above ave. Engagement         - Below ave. Engagement
- Highest Response Rates    - Above ave. Response Rates     - Below ave. Response Rates
- Highest ROI               - Good ROI                      - ROI
                                                            - Real value in list management

 Start Activation Campaigns EARLY & catch them before they drop off!

                                        13
Example – Early Activation First Purchase Offer




  •   c




                                14
Example – Offer to Active Subscriber (VIP Recognition)




                                15
Example – Follow-up with Offer for Next Purchase




                               16
Example – Get More from Your Emails (Update Preferences)




                              17
Example - Multi-message Best Offer Series


Message #1:                                Message #2:                             Message #3:
Subject Line: Joe, are you still around?   Subject Line: Hello Joe, anyone home?   Subject Line: Should we stay or should we go?




                                                                   18
Examples – We Miss You with Come Back Offer




                              19
Examples – We Miss You with Come Back Offer




                             20
Example – We Miss You (Tell us What You Want)




                             21
Developing Activation Campaigns – Best Practices


 Define Key Activation Segments to
 track and target over time

 Find out as much as you can about
 your audience and active & inactive
 population (and when they drop off!)
 Use Yesmail Engagement Analyzer!

 Define Campaign Strategies and
 Campaigns with Success Metrics

 Conduct controlled tests to learn which
 strategies produce positive ROI




                                   22
Engagement Analyzer
What is the Engagement Analyzer?

• It is a data modeling add-on tool
  that scores and tracks individual
  subscribers based on their
  Recency, Frequency and Click
  activity

• Purchases can also be tracked as
  part of a add-on service

• It enables Yesmail clients to group
  their subscribers by the recency
  and frequency of email message
  activity (Opens and Clicks)
   • Historical email data is
     summarized at the user level
   • Subscribers are scored and
     grouped by activity level and
     tenure buckets


                                        24
Engagement Analyzer
Aggregations and Calculations
How Engagement Analyzer can help

•   Automate life cycle marketing
•   Make measurement easy
•   Enable targeting based on monthly
    scoring
•   Analyzing and maintaining database
    health
•   Provides strategic opportunity for
    lifecycle campaigns and suppression
    strategies




                                          26
Marketing uses

 Metrics                             Reporting

 Activity                            Division/Brand Totals

 Purchases (Additional Fee)          Subscribed vs. Unsubscribed

                                     Total Individuals in an
 Targeting
                                     engagement level
 By engagement level
                                     Shifts between engagement level
 By shift between engagement level
                                     Compare by division/brand
Engagement Segments—Screenshot




                  28
Keeping your subscribers engaged!
                                           Best Clickers, Active Clicks and Readers:
                                           • Loyalty Programs
                                           • Referrals
                                           • Exclusive offers
                           Best
                                           • Newsletter
                        Customers /
                        Subscribers        Inactive < 90 days:
                                           • Discounts
                                           • Incentives
                     Inactive              Inactive 90-180 days:
                   Early- Tenure           • Promotions
                                           • Newsletter
                  Inactive                 • Repurchase
                 Mid- Tenure               • Lapsed buyer

                                           Inactive > 180 days:
               Inactive                    • Cross selling
             Late-Tenure                   • Loyalty Programs
                                           • Newsletter

           Non-Active                      Non-Active:
                                           • Reactivation and Retirement
                                             strategy

                                      29
Thank you, Thank you, Thank you

Questions?

• email will follow to all attendees with link to this webinar &
  presentation
• Please contact us for additional information or a Engagement
  Analyzer Demo
   – Your Yesmail Sales Rep
   – 1-877-yesmail or sales@yesmail.com




                                     30

Contenu connexe

Tendances

Smarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impactSmarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impactHolger Kyas
 
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
 
The Changing Nature of Campaign Management
The Changing Nature of Campaign ManagementThe Changing Nature of Campaign Management
The Changing Nature of Campaign ManagementClickSquared
 
Integrating Digital and Mail for Results
Integrating Digital and Mail for ResultsIntegrating Digital and Mail for Results
Integrating Digital and Mail for Resultsvobenfoxboronet
 
Module 2 Orchestration and Interaction Final
Module 2 Orchestration and Interaction FinalModule 2 Orchestration and Interaction Final
Module 2 Orchestration and Interaction FinalVivastream
 
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Michael Stich
 
Email Marketing: 3 Tips for Producing Engaging Email Content
Email Marketing: 3 Tips for Producing Engaging Email ContentEmail Marketing: 3 Tips for Producing Engaging Email Content
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
 
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...Vivastream
 
Pega next best-action-marketing-ds-oct2012
Pega next best-action-marketing-ds-oct2012Pega next best-action-marketing-ds-oct2012
Pega next best-action-marketing-ds-oct2012Emilio Vera García
 
Integrated Measurement: Linking PR to Sales
Integrated Measurement: Linking PR to SalesIntegrated Measurement: Linking PR to Sales
Integrated Measurement: Linking PR to SalesTim Marklein
 
Masuring Value of Custom Content
Masuring Value of Custom ContentMasuring Value of Custom Content
Masuring Value of Custom ContentIvan Chen
 
TalkTalk - Data - Carlos Soares
TalkTalk - Data - Carlos SoaresTalkTalk - Data - Carlos Soares
TalkTalk - Data - Carlos SoaresDigital Leaders
 
Gartner 2013 - Multichannel Campaign Management (MCCM)
Gartner 2013 - Multichannel Campaign Management (MCCM)Gartner 2013 - Multichannel Campaign Management (MCCM)
Gartner 2013 - Multichannel Campaign Management (MCCM)Jason Bargent
 
Frost And Sullivan 2009
Frost And Sullivan 2009Frost And Sullivan 2009
Frost And Sullivan 2009Don Lamping
 
Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00isa ustundag
 
Social media Analytics
Social media AnalyticsSocial media Analytics
Social media AnalyticsManish Nair
 
Connect With High Value B2B Customers
Connect With High Value B2B CustomersConnect With High Value B2B Customers
Connect With High Value B2B CustomersInfoCheckPoint
 
Day in the life customer keynote 2012
Day in the life customer keynote 2012Day in the life customer keynote 2012
Day in the life customer keynote 2012Christine Crandell
 

Tendances (20)

Smarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impactSmarter campaign management engaging customers at point of maximum impact
Smarter campaign management engaging customers at point of maximum impact
 
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)
 
The Changing Nature of Campaign Management
The Changing Nature of Campaign ManagementThe Changing Nature of Campaign Management
The Changing Nature of Campaign Management
 
Das Next Best Offer-Konzept
Das Next Best Offer-KonzeptDas Next Best Offer-Konzept
Das Next Best Offer-Konzept
 
Integrating Digital and Mail for Results
Integrating Digital and Mail for ResultsIntegrating Digital and Mail for Results
Integrating Digital and Mail for Results
 
Module 2 Orchestration and Interaction Final
Module 2 Orchestration and Interaction FinalModule 2 Orchestration and Interaction Final
Module 2 Orchestration and Interaction Final
 
Disney Field Study
Disney Field StudyDisney Field Study
Disney Field Study
 
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
 
Email Marketing: 3 Tips for Producing Engaging Email Content
Email Marketing: 3 Tips for Producing Engaging Email ContentEmail Marketing: 3 Tips for Producing Engaging Email Content
Email Marketing: 3 Tips for Producing Engaging Email Content
 
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...
Customer Intelligence & Analytics - Part IV: An Evolutionary Process: Moving ...
 
Pega next best-action-marketing-ds-oct2012
Pega next best-action-marketing-ds-oct2012Pega next best-action-marketing-ds-oct2012
Pega next best-action-marketing-ds-oct2012
 
Integrated Measurement: Linking PR to Sales
Integrated Measurement: Linking PR to SalesIntegrated Measurement: Linking PR to Sales
Integrated Measurement: Linking PR to Sales
 
Masuring Value of Custom Content
Masuring Value of Custom ContentMasuring Value of Custom Content
Masuring Value of Custom Content
 
TalkTalk - Data - Carlos Soares
TalkTalk - Data - Carlos SoaresTalkTalk - Data - Carlos Soares
TalkTalk - Data - Carlos Soares
 
Gartner 2013 - Multichannel Campaign Management (MCCM)
Gartner 2013 - Multichannel Campaign Management (MCCM)Gartner 2013 - Multichannel Campaign Management (MCCM)
Gartner 2013 - Multichannel Campaign Management (MCCM)
 
Frost And Sullivan 2009
Frost And Sullivan 2009Frost And Sullivan 2009
Frost And Sullivan 2009
 
Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00
 
Social media Analytics
Social media AnalyticsSocial media Analytics
Social media Analytics
 
Connect With High Value B2B Customers
Connect With High Value B2B CustomersConnect With High Value B2B Customers
Connect With High Value B2B Customers
 
Day in the life customer keynote 2012
Day in the life customer keynote 2012Day in the life customer keynote 2012
Day in the life customer keynote 2012
 

En vedette

Behavioral Marketing: Go Beyond List Email Marketing
Behavioral Marketing: Go Beyond List Email MarketingBehavioral Marketing: Go Beyond List Email Marketing
Behavioral Marketing: Go Beyond List Email MarketingJeremy Mason
 
Allison Ice CAD Portfolio
Allison Ice CAD PortfolioAllison Ice CAD Portfolio
Allison Ice CAD PortfolioAllison Ice
 
6 Google Apis For Don Isidro Parodi
6 Google Apis For Don Isidro Parodi6 Google Apis For Don Isidro Parodi
6 Google Apis For Don Isidro ParodiPatrick Chanezon
 
Aben Resources - Investor Presentation
Aben Resources - Investor PresentationAben Resources - Investor Presentation
Aben Resources - Investor PresentationCompany Spotlight
 
Social Media and the Dangers
Social Media and the DangersSocial Media and the Dangers
Social Media and the Dangersjoannapasta
 
Richard j garrityresume2017gm
Richard j garrityresume2017gmRichard j garrityresume2017gm
Richard j garrityresume2017gmRichard Garrity
 
certificato tesi esami triennale
certificato tesi esami triennalecertificato tesi esami triennale
certificato tesi esami triennaleleonardo silvi
 
Boe a-2003-21052-consolidado
Boe a-2003-21052-consolidadoBoe a-2003-21052-consolidado
Boe a-2003-21052-consolidadokidetza
 
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...Josepf Haslam
 
Amazon affiliate success handbook, complete niche site and plugin recommendat...
Amazon affiliate success handbook, complete niche site and plugin recommendat...Amazon affiliate success handbook, complete niche site and plugin recommendat...
Amazon affiliate success handbook, complete niche site and plugin recommendat...Azhar Eka P, ST. AGEN PROPERTI
 
London React August - GraphQL at The Financial Times - Viktor Charypar
London React August - GraphQL at The Financial Times - Viktor CharyparLondon React August - GraphQL at The Financial Times - Viktor Charypar
London React August - GraphQL at The Financial Times - Viktor CharyparReact London Community
 
How To Start Amazon Niche Site From Scratch
How To Start Amazon Niche Site From ScratchHow To Start Amazon Niche Site From Scratch
How To Start Amazon Niche Site From ScratchAl-Amin Kabir
 
How To Start Amazon Niche Site - Future Proof Strategy
How To Start Amazon Niche Site - Future Proof StrategyHow To Start Amazon Niche Site - Future Proof Strategy
How To Start Amazon Niche Site - Future Proof StrategyAl-Amin Kabir
 
How To Use Azon Box To Increase Amazon Niche Site Conversion
How To Use Azon Box To Increase Amazon Niche Site ConversionHow To Use Azon Box To Increase Amazon Niche Site Conversion
How To Use Azon Box To Increase Amazon Niche Site ConversionAl-Amin Kabir
 
Анонимные записи в Haskell. Никита Волков
Анонимные записи в Haskell. Никита ВолковАнонимные записи в Haskell. Никита Волков
Анонимные записи в Haskell. Никита ВолковЮрий Сыровецкий
 
Монады для барабанщиков. Антон Холомьёв
Монады для барабанщиков. Антон ХоломьёвМонады для барабанщиков. Антон Холомьёв
Монады для барабанщиков. Антон ХоломьёвЮрий Сыровецкий
 
Intro to Functional Programming
Intro to Functional ProgrammingIntro to Functional Programming
Intro to Functional ProgrammingHugo Firth
 
Category theory, Monads, and Duality in the world of (BIG) Data
Category theory, Monads, and Duality in the world of (BIG) DataCategory theory, Monads, and Duality in the world of (BIG) Data
Category theory, Monads, and Duality in the world of (BIG) Datagreenwop
 

En vedette (20)

Behavioral Marketing: Go Beyond List Email Marketing
Behavioral Marketing: Go Beyond List Email MarketingBehavioral Marketing: Go Beyond List Email Marketing
Behavioral Marketing: Go Beyond List Email Marketing
 
Allison Ice CAD Portfolio
Allison Ice CAD PortfolioAllison Ice CAD Portfolio
Allison Ice CAD Portfolio
 
6 Google Apis For Don Isidro Parodi
6 Google Apis For Don Isidro Parodi6 Google Apis For Don Isidro Parodi
6 Google Apis For Don Isidro Parodi
 
Aben Resources - Investor Presentation
Aben Resources - Investor PresentationAben Resources - Investor Presentation
Aben Resources - Investor Presentation
 
Social Media and the Dangers
Social Media and the DangersSocial Media and the Dangers
Social Media and the Dangers
 
Richard j garrityresume2017gm
Richard j garrityresume2017gmRichard j garrityresume2017gm
Richard j garrityresume2017gm
 
certificato tesi esami triennale
certificato tesi esami triennalecertificato tesi esami triennale
certificato tesi esami triennale
 
iConsumer - Get Your Share
iConsumer - Get Your ShareiConsumer - Get Your Share
iConsumer - Get Your Share
 
Agriculture
AgricultureAgriculture
Agriculture
 
Boe a-2003-21052-consolidado
Boe a-2003-21052-consolidadoBoe a-2003-21052-consolidado
Boe a-2003-21052-consolidado
 
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...
 
Amazon affiliate success handbook, complete niche site and plugin recommendat...
Amazon affiliate success handbook, complete niche site and plugin recommendat...Amazon affiliate success handbook, complete niche site and plugin recommendat...
Amazon affiliate success handbook, complete niche site and plugin recommendat...
 
London React August - GraphQL at The Financial Times - Viktor Charypar
London React August - GraphQL at The Financial Times - Viktor CharyparLondon React August - GraphQL at The Financial Times - Viktor Charypar
London React August - GraphQL at The Financial Times - Viktor Charypar
 
How To Start Amazon Niche Site From Scratch
How To Start Amazon Niche Site From ScratchHow To Start Amazon Niche Site From Scratch
How To Start Amazon Niche Site From Scratch
 
How To Start Amazon Niche Site - Future Proof Strategy
How To Start Amazon Niche Site - Future Proof StrategyHow To Start Amazon Niche Site - Future Proof Strategy
How To Start Amazon Niche Site - Future Proof Strategy
 
How To Use Azon Box To Increase Amazon Niche Site Conversion
How To Use Azon Box To Increase Amazon Niche Site ConversionHow To Use Azon Box To Increase Amazon Niche Site Conversion
How To Use Azon Box To Increase Amazon Niche Site Conversion
 
Анонимные записи в Haskell. Никита Волков
Анонимные записи в Haskell. Никита ВолковАнонимные записи в Haskell. Никита Волков
Анонимные записи в Haskell. Никита Волков
 
Монады для барабанщиков. Антон Холомьёв
Монады для барабанщиков. Антон ХоломьёвМонады для барабанщиков. Антон Холомьёв
Монады для барабанщиков. Антон Холомьёв
 
Intro to Functional Programming
Intro to Functional ProgrammingIntro to Functional Programming
Intro to Functional Programming
 
Category theory, Monads, and Duality in the world of (BIG) Data
Category theory, Monads, and Duality in the world of (BIG) DataCategory theory, Monads, and Duality in the world of (BIG) Data
Category theory, Monads, and Duality in the world of (BIG) Data
 

Similaire à Using Email Behavioral Data to Target Customers and Drive Engagement

Segmentation Strategies for Mobile Marketers
Segmentation Strategies for Mobile MarketersSegmentation Strategies for Mobile Marketers
Segmentation Strategies for Mobile MarketersCleverTap
 
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Yes Lifecycle Marketing
 
Ron j.is social media the new direct marketing - 3 march 2011 -- final.ppt
Ron j.is social media the new direct marketing  - 3 march 2011 -- final.pptRon j.is social media the new direct marketing  - 3 march 2011 -- final.ppt
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
 
Email marketing tactics 2012
Email marketing tactics 2012Email marketing tactics 2012
Email marketing tactics 2012Dave Chaffey
 
Customer segmentation
Customer segmentation Customer segmentation
Customer segmentation CleverTap
 
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
 
Test pdf upload
Test pdf uploadTest pdf upload
Test pdf uploadVivastream
 
exhib featured content test
exhib featured content testexhib featured content test
exhib featured content testVivastream
 
SF Test 008 (pdf)
SF Test 008 (pdf)SF Test 008 (pdf)
SF Test 008 (pdf)Vivastream
 
Achieving Real-Time Relevance
Achieving Real-Time RelevanceAchieving Real-Time Relevance
Achieving Real-Time RelevanceVivastream
 
Running your App as a Business
Running your App as a BusinessRunning your App as a Business
Running your App as a BusinessBill Magnuson
 
Alterians 7th Annual Survey Results
Alterians 7th Annual Survey ResultsAlterians 7th Annual Survey Results
Alterians 7th Annual Survey ResultsAlterian
 
Loyalty Marketing Masterclass Singapore July 2010
Loyalty Marketing Masterclass Singapore July 2010Loyalty Marketing Masterclass Singapore July 2010
Loyalty Marketing Masterclass Singapore July 2010Michael Leander
 
Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Élie Ashery
 
Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Élie Ashery
 
Customer Connections: Using Customer Data to Improve Email Relevance & Revenues
Customer Connections: Using Customer Data to Improve Email Relevance & RevenuesCustomer Connections: Using Customer Data to Improve Email Relevance & Revenues
Customer Connections: Using Customer Data to Improve Email Relevance & RevenuesVivastream
 

Similaire à Using Email Behavioral Data to Target Customers and Drive Engagement (20)

Segmentation Strategies for Mobile Marketers
Segmentation Strategies for Mobile MarketersSegmentation Strategies for Mobile Marketers
Segmentation Strategies for Mobile Marketers
 
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
 
Ron j.is social media the new direct marketing - 3 march 2011 -- final.ppt
Ron j.is social media the new direct marketing  - 3 march 2011 -- final.pptRon j.is social media the new direct marketing  - 3 march 2011 -- final.ppt
Ron j.is social media the new direct marketing - 3 march 2011 -- final.ppt
 
Email marketing tactics 2012
Email marketing tactics 2012Email marketing tactics 2012
Email marketing tactics 2012
 
Customer segmentation
Customer segmentation Customer segmentation
Customer segmentation
 
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
 
Test pdf upload
Test pdf uploadTest pdf upload
Test pdf upload
 
exhib featured content test
exhib featured content testexhib featured content test
exhib featured content test
 
SF Test 008 (pdf)
SF Test 008 (pdf)SF Test 008 (pdf)
SF Test 008 (pdf)
 
test
testtest
test
 
SF Test 009
SF Test 009SF Test 009
SF Test 009
 
Achieving Real-Time Relevance
Achieving Real-Time RelevanceAchieving Real-Time Relevance
Achieving Real-Time Relevance
 
Running your App as a Business
Running your App as a BusinessRunning your App as a Business
Running your App as a Business
 
Integrated Marketing
Integrated MarketingIntegrated Marketing
Integrated Marketing
 
Alterians 7th Annual Survey Results
Alterians 7th Annual Survey ResultsAlterians 7th Annual Survey Results
Alterians 7th Annual Survey Results
 
Loyalty Marketing Masterclass Singapore July 2010
Loyalty Marketing Masterclass Singapore July 2010Loyalty Marketing Masterclass Singapore July 2010
Loyalty Marketing Masterclass Singapore July 2010
 
Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011
 
Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011
 
Using Email to Engage your Market
Using Email to Engage your MarketUsing Email to Engage your Market
Using Email to Engage your Market
 
Customer Connections: Using Customer Data to Improve Email Relevance & Revenues
Customer Connections: Using Customer Data to Improve Email Relevance & RevenuesCustomer Connections: Using Customer Data to Improve Email Relevance & Revenues
Customer Connections: Using Customer Data to Improve Email Relevance & Revenues
 

Plus de Yes Lifecycle Marketing

Growing Brand Loyalty and a Subscriber Base through Social Media Marketing
Growing Brand Loyalty and a Subscriber Base through Social Media Marketing Growing Brand Loyalty and a Subscriber Base through Social Media Marketing
Growing Brand Loyalty and a Subscriber Base through Social Media Marketing Yes Lifecycle Marketing
 
Lands’ End: High Quality Guaranteed – For Products and Email Marketing
Lands’ End: High Quality Guaranteed – For Products and Email MarketingLands’ End: High Quality Guaranteed – For Products and Email Marketing
Lands’ End: High Quality Guaranteed – For Products and Email MarketingYes Lifecycle Marketing
 
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of Mobile
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of MobileYesmail Email Marketing Compass | Q4 2014 Recap: The Season of Mobile
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of MobileYes Lifecycle Marketing
 
Email Testing Basics to Increase Your Email Conversion Rate
Email Testing Basics to Increase Your Email Conversion RateEmail Testing Basics to Increase Your Email Conversion Rate
Email Testing Basics to Increase Your Email Conversion RateYes Lifecycle Marketing
 
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase History
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase HistoryEngagement Analyzer: Lifecycle Campaigns Based on Email & Purchase History
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase HistoryYes Lifecycle Marketing
 
The Wonderful Thing About Triggers is Triggers are Wonderful Things
The Wonderful Thing About Triggers is Triggers are Wonderful ThingsThe Wonderful Thing About Triggers is Triggers are Wonderful Things
The Wonderful Thing About Triggers is Triggers are Wonderful ThingsYes Lifecycle Marketing
 
Email Strategies to Achieve Q4 Success in 2014
Email Strategies to Achieve Q4 Success in 2014Email Strategies to Achieve Q4 Success in 2014
Email Strategies to Achieve Q4 Success in 2014Yes Lifecycle Marketing
 
The Sea of Change in Data-Driven Email Practices
The Sea of Change in Data-Driven Email PracticesThe Sea of Change in Data-Driven Email Practices
The Sea of Change in Data-Driven Email PracticesYes Lifecycle Marketing
 
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...Yes Lifecycle Marketing
 
Q1 Benchmarks Overview: The Responsive Design Effect
Q1 Benchmarks Overview: The Responsive Design EffectQ1 Benchmarks Overview: The Responsive Design Effect
Q1 Benchmarks Overview: The Responsive Design EffectYes Lifecycle Marketing
 
Yesmail's Email Marketing Compass: The Subscriber Domain Edition
Yesmail's Email Marketing Compass: The Subscriber Domain EditionYesmail's Email Marketing Compass: The Subscriber Domain Edition
Yesmail's Email Marketing Compass: The Subscriber Domain EditionYes Lifecycle Marketing
 
Yesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase BehaviorYesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase BehaviorYes Lifecycle Marketing
 
Yesmail’s Email Marketing Compass: The Mobile Effect
Yesmail’s Email Marketing Compass: The Mobile EffectYesmail’s Email Marketing Compass: The Mobile Effect
Yesmail’s Email Marketing Compass: The Mobile EffectYes Lifecycle Marketing
 
Yesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase BehaviorYesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase BehaviorYes Lifecycle Marketing
 
Using Digital Market Intelligence to Drive Multi-Channel Success
Using Digital Market Intelligence to Drive Multi-Channel SuccessUsing Digital Market Intelligence to Drive Multi-Channel Success
Using Digital Market Intelligence to Drive Multi-Channel SuccessYes Lifecycle Marketing
 

Plus de Yes Lifecycle Marketing (20)

Follow us at Yes Lifecycle Marketing
Follow us at Yes Lifecycle MarketingFollow us at Yes Lifecycle Marketing
Follow us at Yes Lifecycle Marketing
 
Growing Brand Loyalty and a Subscriber Base through Social Media Marketing
Growing Brand Loyalty and a Subscriber Base through Social Media Marketing Growing Brand Loyalty and a Subscriber Base through Social Media Marketing
Growing Brand Loyalty and a Subscriber Base through Social Media Marketing
 
Lands’ End: High Quality Guaranteed – For Products and Email Marketing
Lands’ End: High Quality Guaranteed – For Products and Email MarketingLands’ End: High Quality Guaranteed – For Products and Email Marketing
Lands’ End: High Quality Guaranteed – For Products and Email Marketing
 
Yesmail Email Design Lookbook 2015
Yesmail Email Design Lookbook 2015Yesmail Email Design Lookbook 2015
Yesmail Email Design Lookbook 2015
 
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of Mobile
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of MobileYesmail Email Marketing Compass | Q4 2014 Recap: The Season of Mobile
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of Mobile
 
Email Testing Basics to Increase Your Email Conversion Rate
Email Testing Basics to Increase Your Email Conversion RateEmail Testing Basics to Increase Your Email Conversion Rate
Email Testing Basics to Increase Your Email Conversion Rate
 
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase History
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase HistoryEngagement Analyzer: Lifecycle Campaigns Based on Email & Purchase History
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase History
 
The Wonderful Thing About Triggers is Triggers are Wonderful Things
The Wonderful Thing About Triggers is Triggers are Wonderful ThingsThe Wonderful Thing About Triggers is Triggers are Wonderful Things
The Wonderful Thing About Triggers is Triggers are Wonderful Things
 
3 Steps to Reaching 100% Email Inboxing
3 Steps to Reaching 100% Email Inboxing3 Steps to Reaching 100% Email Inboxing
3 Steps to Reaching 100% Email Inboxing
 
Email Strategies to Achieve Q4 Success in 2014
Email Strategies to Achieve Q4 Success in 2014Email Strategies to Achieve Q4 Success in 2014
Email Strategies to Achieve Q4 Success in 2014
 
The Sea of Change in Data-Driven Email Practices
The Sea of Change in Data-Driven Email PracticesThe Sea of Change in Data-Driven Email Practices
The Sea of Change in Data-Driven Email Practices
 
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...
 
Q1 Benchmarks Overview: The Responsive Design Effect
Q1 Benchmarks Overview: The Responsive Design EffectQ1 Benchmarks Overview: The Responsive Design Effect
Q1 Benchmarks Overview: The Responsive Design Effect
 
Distributed Email Template Manager
Distributed Email Template ManagerDistributed Email Template Manager
Distributed Email Template Manager
 
Email Design Lookbook 2014
Email Design Lookbook 2014Email Design Lookbook 2014
Email Design Lookbook 2014
 
Yesmail's Email Marketing Compass: The Subscriber Domain Edition
Yesmail's Email Marketing Compass: The Subscriber Domain EditionYesmail's Email Marketing Compass: The Subscriber Domain Edition
Yesmail's Email Marketing Compass: The Subscriber Domain Edition
 
Yesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase BehaviorYesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase Behavior
 
Yesmail’s Email Marketing Compass: The Mobile Effect
Yesmail’s Email Marketing Compass: The Mobile EffectYesmail’s Email Marketing Compass: The Mobile Effect
Yesmail’s Email Marketing Compass: The Mobile Effect
 
Yesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase BehaviorYesmail's Email Marketing Compass: Consumer Purchase Behavior
Yesmail's Email Marketing Compass: Consumer Purchase Behavior
 
Using Digital Market Intelligence to Drive Multi-Channel Success
Using Digital Market Intelligence to Drive Multi-Channel SuccessUsing Digital Market Intelligence to Drive Multi-Channel Success
Using Digital Market Intelligence to Drive Multi-Channel Success
 

Dernier

Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 

Dernier (20)

Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 

Using Email Behavioral Data to Target Customers and Drive Engagement

  • 1. Ready, Set, Segment Using email Behavioral Data to Target and Drive Customer Engagement Yesmail Customer Strategy
  • 2. Using email Behavioral Data to Drive Customer Engagement Your Presenters Kristin Kleweno Customer Strategy Director Directly involved with helping clients with Engagement Strategies. Always on the look out for innovative and profitable ways for marketers to engage with their email subscribers and social followers. kristin.kleweno@yesmail.com Jenny Stone Marketing Strategist Blending an IT background in web programming and design, with a customer service focus to help Yesmail clients realize their marketing goals within the email space. Jenny drives thought leadership through innovation and takes an active interest in consumer behavior & digital trends across the online marketing space. jenny.stone@yesmail.com Ask questions! 1) Use GotoMeeting interface 2) Use twitter hashtag: #yesmail 3) Yesmail Blog | Email Marketing Lounge: http://www.emailmarketing.com 2
  • 3. Using email Behavioral Data to Drive Customer Engagement Agenda  Industry Trends  Activation Campaigns – Goals and Strategies  Key Segments - The Value of Tracking Subscribers Through the Life Cycle  Types of Engagement Activation Campaigns  Considerations for Developing Activation Campaigns – Best Practices  Setting it all in motion with Yesmail Engagement Analyzer 3
  • 4. Industry Trends - Interactive Marketing Industry Overview New Channels New Customer New Marketing and Devices are Mind-Set Tactics Changing Consumers’ Behavior Customers expect Mass media audiences immediate and fragment and become relevant content addressable Internet, social, mobile, They are empowered, Email, event and DVRs, smart phones proactive, and vocal! behavior triggers, etc touch-point marketing, use of social networks, targeted TV Ads Source: Forrester Research. US Interactive Marketing Forecast, 2011 To 2016 4
  • 5. Industry Trends - An Evolution is Underway for Marketers Increased engagement by matching customer to content not content to customer 5
  • 6. Industry Trends - Crafting Relevant Content Segmenting by email behavior is a popular and effective technique for industry leading marketers 6
  • 7. Industry Trends - The Effectiveness of Relevancy Segmenting by email behavior is incredibly effective. Second only to triggers. 7
  • 8. Activation Campaigns – Goals & Strategies Primary Goals of Activation Programs 1) Bring back customers! Inactive 2) Drive subscribers to next level of engagement Subscribers 3) List Management: Track segments and develop optimal content and contact strategies (eg. when to suppress inactive addresses) Active Openers & Clickers First Time Elements of an email Activation Buyers Strategy Repeat • A good activation email strategy will Customers address both active and inactive audiences for both purchase behavior AND email behavior Best • Know your list - Track counts and Customers movements by key segments • Defined Objectives & Targeted Campaigns by Segment 8
  • 9. Activation Campaigns – A Bit of Background Hard Cold Facts about Your Audience and List  First 90 days is critical to engage subscribers  Response and activity will drop over time  The inactive population will grow as the list ages  The average retailers has a >40-70% inactive population  Mailing to inactive population consistently brings down overall performance/conversion rates (& possibly be a deliverability nightmare) 9
  • 10. Activation Campaigns – A Bit of Background Reasons Why Subscribers Become Inactive 1 in 4  Don’t need/want products at this time opt-in  Irrelevancy retail  Fatigue emails end  Too busy up in the  Might not even see it! Many with multiple email accounts junk folder.  Get new account & don’t close old one Returnpath 2011 Deliverabilty Study  Open isn’t counted because of image blocking 10
  • 11. Example Email Activation Programs within Portfolio of Campaigns Where do “Activation“ Programs fit in your Portfolio? 11
  • 12. Example Email Activation Programs within Portfolio of Campaigns 12
  • 13. ROI & Value of Activation Programs Early Activation Programs Mid Activation Programs Late Activation Programs (0-90 days non-active) (90 days -1 year non-active) (> 1 year non-active) General Performance: General Performance: General Performance: - Highest Engagement - Above ave. Engagement - Below ave. Engagement - Highest Response Rates - Above ave. Response Rates - Below ave. Response Rates - Highest ROI - Good ROI - ROI - Real value in list management Start Activation Campaigns EARLY & catch them before they drop off! 13
  • 14. Example – Early Activation First Purchase Offer • c 14
  • 15. Example – Offer to Active Subscriber (VIP Recognition) 15
  • 16. Example – Follow-up with Offer for Next Purchase 16
  • 17. Example – Get More from Your Emails (Update Preferences) 17
  • 18. Example - Multi-message Best Offer Series Message #1: Message #2: Message #3: Subject Line: Joe, are you still around? Subject Line: Hello Joe, anyone home? Subject Line: Should we stay or should we go? 18
  • 19. Examples – We Miss You with Come Back Offer 19
  • 20. Examples – We Miss You with Come Back Offer 20
  • 21. Example – We Miss You (Tell us What You Want) 21
  • 22. Developing Activation Campaigns – Best Practices Define Key Activation Segments to track and target over time Find out as much as you can about your audience and active & inactive population (and when they drop off!) Use Yesmail Engagement Analyzer! Define Campaign Strategies and Campaigns with Success Metrics Conduct controlled tests to learn which strategies produce positive ROI 22
  • 24. What is the Engagement Analyzer? • It is a data modeling add-on tool that scores and tracks individual subscribers based on their Recency, Frequency and Click activity • Purchases can also be tracked as part of a add-on service • It enables Yesmail clients to group their subscribers by the recency and frequency of email message activity (Opens and Clicks) • Historical email data is summarized at the user level • Subscribers are scored and grouped by activity level and tenure buckets 24
  • 26. How Engagement Analyzer can help • Automate life cycle marketing • Make measurement easy • Enable targeting based on monthly scoring • Analyzing and maintaining database health • Provides strategic opportunity for lifecycle campaigns and suppression strategies 26
  • 27. Marketing uses Metrics Reporting Activity Division/Brand Totals Purchases (Additional Fee) Subscribed vs. Unsubscribed Total Individuals in an Targeting engagement level By engagement level Shifts between engagement level By shift between engagement level Compare by division/brand
  • 29. Keeping your subscribers engaged! Best Clickers, Active Clicks and Readers: • Loyalty Programs • Referrals • Exclusive offers Best • Newsletter Customers / Subscribers Inactive < 90 days: • Discounts • Incentives Inactive Inactive 90-180 days: Early- Tenure • Promotions • Newsletter Inactive • Repurchase Mid- Tenure • Lapsed buyer Inactive > 180 days: Inactive • Cross selling Late-Tenure • Loyalty Programs • Newsletter Non-Active Non-Active: • Reactivation and Retirement strategy 29
  • 30. Thank you, Thank you, Thank you Questions? • email will follow to all attendees with link to this webinar & presentation • Please contact us for additional information or a Engagement Analyzer Demo – Your Yesmail Sales Rep – 1-877-yesmail or sales@yesmail.com 30