Ready, Set, Segment

Using email Behavioral Data to Target

and Drive Customer Engagement

Yesmail Customer Strategy

2

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

Using email Behavioral Data to Drive Customer Engagement

Ask questions!

1) Use GotoMeeting interface

2) Use twitter hashtag: #yesmail

3) Yesmail Blog | Email Marketing Lounge: http://www.emailmarketing.com

Your Presenters

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

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Industry Trends - Interactive Marketing Industry Overview

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

New Channels

and Devices are

Changing

Consumers’

Behavior

Internet, social, mobile,

DVRs, smart phones

etc

New Customer

Mind-Set

Customers expect

immediate and

relevant content

They are empowered,

proactive, and vocal!

New Marketing

Tactics

Mass media audiences

fragment and become

addressable

Email, event and

behavior triggers,

touch-point marketing,

use of social networks,

targeted TV Ads

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Industry Trends - An Evolution is Underway for Marketers

Increased engagement by matching

customer to content not content to customer

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Industry Trends - Crafting Relevant Content

Segmenting by email behavior is a popular and effective technique for industry leading marketers

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Industry Trends - The Effectiveness of Relevancy

Segmenting by email behavior is incredibly effective. Second only to triggers.

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Activation Campaigns – Goals & Strategies

Primary Goals of Activation Programs

1) Bring back customers!

2) Drive subscribers to next level of engagement

3) List Management: Track segments and develop optimal content and contact strategies (eg. when to suppress inactive addresses)

Elements of an email Activation

Strategy

• A good activation email strategy will address both active and inactive audiences for both purchase behavior AND email behavior

• Know your list - Track counts and movements by key segments

• Defined Objectives & Targeted Campaigns by Segment

Best

Customers

Repeat

Customers

First Time

Buyers

Active

Openers & Clickers

Inactive

Subscribers

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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)

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Activation Campaigns – A Bit of Background

Reasons Why Subscribers Become Inactive

Don’t need/want products at this time

Irrelevancy

Fatigue

Too busy

Might not even see it! Many with multiple email accounts

Get new account & don’t close old one

Open isn’t counted because of image blocking

1 in 4

opt-in

retail

emails end

up in the

junk folder.

Returnpath 2011 Deliverabilty Study

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Example Email Activation Programs within Portfolio of Campaigns

Where do “Activation“ Programs fit in your Portfolio?

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Example Email Activation Programs within Portfolio of Campaigns

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ROI & Value of Activation Programs

Early Activation Programs

(0-90 days non-active)

General Performance:

- Highest Engagement

- Highest Response Rates

- Highest ROI

Mid Activation Programs

(90 days -1 year non-active)

General Performance:

- Above ave. Engagement

- Above ave. Response Rates

- Good ROI

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

Late Activation Programs

(> 1 year non-active)

General Performance:

- Below ave. Engagement

- Below ave. Response Rates

- ROI

- Real value in list management

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Example – Early Activation First Purchase Offer

• c

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Example – Offer to Active Subscriber (VIP Recognition)

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Example – Follow-up with Offer for Next Purchase

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Example – Get More from Your Emails (Update Preferences)

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Example - Multi-message Best Offer Series

Message #1:

Subject Line: Joe, are you still around?

Message #2: Message #3:

Subject Line: Hello Joe, anyone home? Subject Line: Should we stay or should we go?

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Examples – We Miss You with Come Back Offer

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Examples – We Miss You with Come Back Offer

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

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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

Engagement Analyzer

What is the Engagement Analyzer?

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• 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

Engagement Analyzer Aggregations and Calculations

How Engagement Analyzer can help

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• 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

Marketing uses

Activity

Purchases (Additional Fee)

By engagement level

By shift between engagement level

Division/Brand Totals

Subscribed vs. Unsubscribed

Total Individuals in an

engagement level

Shifts between engagement level

Compare by division/brand

Metrics

Targeting

Reporting

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Engagement Segments—Screenshot

Best

Customers /

Subscribers

Inactive

Early- Tenure

Inactive

Mid- Tenure

Inactive

Late-Tenure

Non-Active

Keeping your subscribers engaged!

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Non-Active:

• Reactivation and Retirement

strategy

Best Clickers, Active Clicks and Readers:

• Loyalty Programs

• Referrals

• Exclusive offers

• Newsletter

Inactive < 90 days:

• Discounts

• Incentives

Inactive 90-180 days:

• Promotions

• Newsletter

• Repurchase

• Lapsed buyer

Inactive > 180 days:

• Cross selling

• Loyalty Programs

• Newsletter

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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

Thank you, Thank you, Thank you