|
Personal and Dynamic Email CampaignsBy: Eamon O Neill - VP, Product Management, Bluestreak
Personal and Dynamic E-Mail CampaignsthThis document brought to you by The Email Experience New York, October 25 , 2006Council, LLCA Proud Sponsor of the
Eamon O NeillVP, Product Management, BluestreakDec. 3-6, 2006, Park City, UT www?emailexperience?org© 2006, Email Experience Council, LLCall rights reserved1
Bluestreak data shows that personalized, About Bluestreak dynamic e-mail messages can triple response rates. An innovative digital marketing Click Rate (%)firm, founded in 1999 25%. Next generation email marketing technology 20%15%. Powerful third party ad serving technology 10%. Strategy and service team 5%committed to client success 0% Q1-05 Q2-05 Q3-05 Q4-05 Q1-06. Headquarters in Providence, RI with offices in New York, Dallas Followers Average Leadersand London .Leaders enjoyed click rates of about 20% - more than three times the market average. Followers trailed the market significantly, by 3%-5%.3 4
1Personalization is worthwhile; over 70% of consumers purchased as a result of Leaders, using personalization an email - either online or offline techniques, also see lower attrition.
As a result of opening permission based emails, how often do you take the following action? . . as illustrated by 4 key metrics83% 69% 56% 54% 53% 53% 50% 47% 45% . Opt-outs36% 36% 20% 19% 18% 17% . Deletes (Recency Segmentation). t ..o np o es ee p d ie fh ni hor l ot Tl nnei i c n cem to CIr C ok res Ct k i a p S u rr ha ur ib nS eot rio i G eore P PF Pl rs t c mLi e d to F rrep s Ae oa gdW t u e i dt eolte bM pn oT l i A d le v d sV A e Fl e u rl U a . SPAM complaint ratee ade tn R ro w Oo tSsw d n y k e sd e .e aT FO eS w a c O o d o e l d hi @ Nh r Cl e rd pe Tn d cPP. dc a retC Nd ge eOU ih e d r uw naa dc kr eS de der Pat c to M bW eei iu l tn s erF Mi nP nE C c di L gi rs ae S Pbd M . % in SPAM folderua SM5 Source: Bluestreak Emerging Technologies Study, 2006 6
Since users have been trained to . deletions should also be not unsubscribe. measured. Build 'recency segments' to keep your list fresh
7 8
2Some users will hit "the other Undifferentiated messages may delete" button not even reach the Inbox. ISPs are aggressively lowering SPAM complaint rate Integrated Bluestreak - dashboardthresholds
Measurement of spam button clicks
9 10
Majority of Market Fails to Use E-mail Can you afford not to send As A Relevant Direct Marketing Toolpersonal and dynamic e-mails? Levels of E-mail Marketing. Consumer definition of spam is not "Unsolicited Commercial E-mail (UCE)" RoughlyContext 11% of the (Targeted marketCampaigns)
Roughly RelevancyQuasi Personalization 65% of the (Segmented Campaigns) market
RoughlyUndifferentiated Identity 24% of the (Broadcast Mailings) market11 Source: DoubleClick, Consumer Email Study, October 2004 12 Source: Jupiter Research, March 2005
3Migrate from blasting to personal, . develop a comprehensive dynamic campaigns customer contact strategy
SUBJECT MessageCREATIVE OFFER Segment SequenceFROM LINE LINE "Who" "What" "When"Increase Open Increase Open Increase Click Increase Rate by 10% Rate by 10% Rates by 10% - conversions by Classify customers Adjust and vary Time the message 50% 10% - 30% to understand their content to meet based on behaviorexpectations and needs and behavior expectations. Before you begin the mail-merge. Use your data to design a comprehensive customer contact strategy13 14
Relevance is driven by customer Data: which dimensions drive insight Æinsight is driven by data your business?. Get your data in order! DIMENSION EXAMPLE- Is your email database connected with other customer data sources? Value $ purchase history- Do you have data quality processes in place? Behavior Purchase patterns, click behavior, service interactions- Do you know when and where an address was added to your database? Interest Product categories purchased, survey response- Are you capturing customer promotion history Demographic Age, gender, marital status, geography- Do you have tools and processes in place to derive insights from Competitive Share of customer walletdata? Relationship Stage Time since acquisition, last purchase, etc.- Can you act on these insights?Breadth, depth and quality of your data is your largest driver of success15 16
4Majority... [download for more]
|
