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Email in customer journey at the E-mail Summit
- 1. EMAIL IN CUSTOMER JOURNEY Right-time marketing is the next step in relevancy
- 3. ACTITO The agile Relationship Marketing suite “We help marketers to capture business opportunities on the customer journey, with the right mix of marketing automation technology and services”
- 4. p. 4 START
- 6. 6 PUSH MARKETING IS DEAD
- 7. p. 7 THE ACTUAL CONSUMER
- 8. CUSTOMERS ARE IN THE DRIVING SEAT p. 8
- 9. " R i g h t - t i m e m a r k e t i n g i s t h e n e x t s t e p i n r e l e v a n c y . Get ready to push your brand strategy & message into each individual customer journey. Discover practically how marketing automation allows you to deliver, at the right time and in real time, the right message to the right person. Practical ROI cases." EMAIL IN CUSTOMER JOURNEY
- 10. p. 10 A NEW WEAPON FOR MAKETERS ?
- 11. REAL TIME MARKETING EXAMPLE p. 11
- 12. BEYOND SOCIAL
- 13. UNDERSTAND THE JOURNEY MANAGEMENT Customer Journey Purchase Journey Customer Lifestage
- 14. TRACKERS, TRIGGERS, SIGNALS Email behavior Web behavior Purchase Store visit Media source
- 15. Spend time on website Complaining on social network Looking for accessories LISTEN, UNDERSTAND, ACT RIGHT TIME
- 16. YOURS STORIES ARE READY
- 17. SMART TEMPLATE
- 18. EXAMPLE
- 20. RIGHT TIME: TRIGGER, SEGMENT, VALUE 1to1 campaigns
- 21. 1.54 0.80 0.76 0.77 1.24 1.15 1.26 1.13 1.86 0.98 1.04 1.18 2.04 2.87 2.15 1.98 0.50 1.00 1.50 2.00 2.50 3.00 juin-13 juil-13 août-13 sept-13 oct-13 nov-13 dec-13 janv-14 Group test Cible ayant profité de la promotion RIGHT TIME: BEHAVIOUR CHANGE
- 23. EMAIL REMARKETING IN THE TRAVEL INDUSTRY p. 23
- 24. WHY DO THEY LEAVE ? 39% 37% 21% 13% 7% 9%
- 25. WHERE DO THEY LEAVE ? 53% 26% 21%
- 27. WOULD THEY RETURN LATER ON ? 87 % 33% 13% 43% 11%
- 28. How to solve this issue ?
- 29. HELLO YANN
- 30. ONE MORE CHANCE
- 31. I NEED HELP PLEASE…
- 32. Case : remarketing by email in the travel industry Light-BoxSlide In Pop-up before closing
- 33. THEY KNOW ME SO THEY CAN ENGAGE AT THE RIGHT TIME
- 34. THEY KNOW ME
- 35. 5 TAKEAWAYS PREFER RIGHT AT REAL BE RELEVANT ENGAGE SMARTLY GET THIS EMAIL ADDRESS USE AUTOMATION
- 36. www.actito.com THANK YOU jonathan.wuurman@actito.com 0032 477 47 43 27 So you think you can be customer centric? Take the survey and find out how customer centric you are. http://goo.gl/huWyPA
Notes de l'éditeur
- Hello everybody thank you for being there First of all I want to thank the team from digimedia for the organization and the the opportunity they gave us to do the keynote introduction
- Qui je suis ce que je fais mes clients
- ACTITO is basically 2 thing a marketing automation TOOL but because we do believe in the right level of support we always sell with SERVICE.
- ICE BREAKER
- When I was doing my bachelor in mktg we were learning a lot about 5 P and how we could PUSH mktg actions that were in line with the company expectations. =>linear customer journeys planification was key =>today’s modular journey and I come back on this a bit later
- The old models need to evolve AIDA model: Awareness Interest Desire Action our the PUSH marketing isn’t relevant anymore. Today is about customer centricity --_> Know YOUR CUSTOMERS this looks obvious But out of a survey conducted by McKinsey in 2014 72% of the company believe their budget for customer insights is too law Only 6% understand customer very well …. 44% admit they have limited to no understanding about their customer interact with them http://www.mckinseyonmarketingandsales.com/the-funnel-is-dead-long-live-consumer-decision-journey
- Internet, social media, blogs, mobile, friends, review sites, … information and connection => The New CUSTOMER 44 % of shoppers use their mobile phone while shopping to check websites, compare prices, and learn more about products France, around a third of shoppers buy online, but pick up their product in a store. CUSTOMER CHANGED and company need to reinvent their marketing as well to be able to interact with their customer Mobile phones 46% Belgian population 221 Checks a day 24% Belgian population owns a Smartphone & Tablet 122 a day 144 B email 8 out of 10
- The marketing from the 90 is over. Pushing the brand value and products when they decided is definitely over. The game changer is for sure the WEB that allowed the customer to become an active player. Today it’s the customer who is driving the marketing he decides when and how he wishes to be in contact with the brands
- Back to our subject
- Wikipedia: Real-time marketing is marketing performed "on-the-fly" to determine an appropriate or optimal approach to a particular customer at a particular time and place.
- 20,000 likes on Facebook $4 million to run a spot during the Big Game Ravens de Baltimore vs 49 San Fransisco http://www.cnet.com/news/how-oreos-brilliant-blackout-tweet-won-the-super-bowl/
- DataCapture solution obtaining an email address is key if you want to engage with those people later on.
- Customer lifestage: is the basic segmenation man/woman, age, city, … As a marketer I have a message for each segment Customer journey: is the consumer relation with a brand. This is where we focus for thelast year trying to be the mostrelavant at every stage of the discusison. From new customer, to cross sell to churn … =>The difficulty is to manage the moment of truth at this stage it’s ofter a make or break. Example: Mad customer to who you propose to write a review FAIL TRYING to enageg a customer which is already at the cross sell level => be relevant Purchase journey: Real time marketing signals given by the customer Explit the moment of opportunties : the money leverage effect with cross and upselling opportunities. Pressure put on the marketing by the consumer
- SEO SEA BANNERS ICEACON WIFI WEB SITE TRACKING … SCORING INDICATORS this doesn’t mean jump on it directly
- Understand those real time signals and interpret them in ad equation with the customer journey For example if somebody is complaining on twitter about the service your need to be very fast. If somebody is looking for a city trip you probably can wait a few hours
- Marketers have the tools to make the difference To need to focus on value by Analysing, understand & fine tune continuously AUTOMATION IS THERE TO SUPPORT YOU
- RIGHT CONTENT & PERSONALIZATION POWER OF AUTOMATION BASED ON SEGMENTS AS A CUSTOMER I WANT TO BE CONSIDER AS UNIQUE
- Grand mother was buying diapers and baby products
- Mutliple segment for content but same trigger
- Decrease of frequency, compared recent vs history, you send the campaign Here an email with a promo to bring back people to original frequency. You test vs a test group receiving no promo. You measure the difference. Par rapport à ta période de référence jon achat 1 x mois – Yann 2x mois
- Just Looking – Price too high – check with other travellers – booking process to long – technical issue – payment issue/lack of options http://www.salecycle.com/wp-content/uploads/2015/01/Infographic-Why-People-Abandon-Their-Booking-Online1.png
- When show total price – ask for personal details – ask for payment details
- Same day – next day – within 1 week – after 1 week CASE SNCB RIGHT TIME
- Data capture via form or via light-box overlay or pop-up before leaving Transform collected data into Smart Data Remarketing via email instead of retargeting via ads Establish scenario’s for automation process Relevant & personalized infos to increase number of bookings (ROI) Well designed & responsive email for a powerful impact DataCapture solution : You can display a light-box overlay containing an engaging message right at the moment that they are about to leave the booking process of your website to obtain an email address for these anonymous abandoners which will enable you to engage with them later. The best practice recommendation is that you must respond quickly to achieve the strongest results (30 minutes being the “sweet-spot”), but some consumers will need a little more time, therefore a multi-cycle remarketing campaign where a second and, if desired, third email (each different from the previously sent one in terms of its creative, message and tone) is sent (likely at some point 24-48 hours post-abandonment), if the first one hasn’t had the desired effect. All in all, your remarketing campaigns should be a smooth extension of the customer’s visit to your website, and should enhance their experience. Reward your customers for the hard work they put into researching their trip by sending them a timely, relevant, and visually pleasing remarketing email that helps them make their decision rather than one remarketing ad that just reminds them that they visited your website a while ago…
- Storytelling Persona : Yann 40 years old 2 children surfers adventurers Looking for the perfect holiday No time to go to travel agency Mood = frustrated already spend 25 hours on multiple websites 32 forms filled - 32 cups of coffee FB account contaminated with irrelevant FB ads Retargeting banners overall with non-chosen destinations / hotels
- Mood = curious But still too many offers Not able to choose at that time Need to get extra infos on others websites
- Mood = curious But still too many offers Not able to choose at that time Need to get extra infos on others websites
- Suddenly a light-box appear with proposal of help Call-back within 5min Data capture about family situation, expectations, budget Contact with experts in surf to find the best spots Finish the call with the promise to receive an offer
- Two days after Personalized emails received with detailed infos about their proposals allowing the consumers to take a quick decision
- Knowing the consumer preferences & interactions (Smart Data) they send new relevant proposal at the right decision time depending on the Customer Journey COUPONING PROGRESSIF
- Despite knowing they’re connected, most consumers won’t welcome responses that acknowledge that every click, every update, every post is being tracked and analyzed. They may suspect it & they will not feel being in a relationship of trust.