How to enhance direct mail results
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The document discusses three ways to improve direct marketing return on investment through segmentation: 1) Get more people to respond by going beyond typical customer data and targeting offers based on customer behavior; 2) Mail less by suppressing mailings to customers who are already engaged through other channels and finding a strong response model to identify the best customers to target; 3) Get customers who do respond to spend more by targeting upsells and cross-sells based on individual customer recommendations.
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How to enhance direct mail results
- 1. Tutorial How to enhance direct mail results Christine Dolce Customer Success Manager, AgilOne christine.dolce@agilone.com
- 2. 3 Ways to Improve Direct Marketing ROI through Segmentation February 27, 2014 Christine Dolce Client Success Manager Christine.dolce@agilone.com
- 3. Three Ways to Improve Direct Mail ROI 1. Get more people to respond 2. Mail less “Don’t mail to the 98% that don’t buy.” 3. Get customers who respond to spend more
- 4. 1. Get more people to respond § Go beyond RFM § Targeted Creative offers based on product clusters § Target marketing offers based on customer behavior
- 5. 2. Mail less: “Don’t mail to the 98% that don’t buy” • Suppress email engaged - test • Find yourself a strong response model ResponseRate 120% 100% 80% 60% ResponseRate 40% 0% 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100 20%
- 6. 3. Get customers who respond to spend more • Target upsells and cross-sells based on custom recommendations
- 7. Thank you for your time!
Notes de l'éditeur
- As marketers we all want to understand what is the big secret to running successful automated email campaigns? Automations enable the marketers to spend more time on strategy and optimization of the email program also enable us to the deepen customer engagement through timely and relevant communications So what are the keys to success?
- The first step in achieving success is to know your audience. It is important to identify and study your brand advocates which are your subscribers. Subscribers want you to get personal with them and have a relevant conversation. Now how do you go about doing this? This leads us to the next step which is understanding the data. The Data helps deliver the right content at the right time. If your company is like many of our clients, data is being collected across many platforms and it is important to bring all the data together to gain a holistic view of your marketing activities and make it actionable through technology. The next step is to identify your communication plan, and finally build the automations.
- Technology is the engine that drives automation and relationship marketing. We all know the enterprise ESPs integrate well with many different data sources across various platforms that are necessary to run automations. This diagram is a snapshot of our complete email ecosystem.In terms of the PFSweb ecosystem, we have integrated, ExactTarget, Demandware, IBM Digital Analytics and our OMS to power our automations. Briefly touch upon each platform. ExactTarget: email interaction data as well as subscriber profile and preferences. Demandware to capture the subscribers, IBM Digital Analytics (Coremetrics): online behavior data such as products browsed, added to cart, or abandoned. Order Management System: Purchase Data so we understand what was purchased, the order value andwhen.
- I am going to share with you an example of a highly successful automated program we implemented for a client utilizing data captured throughout our integrated ecosystem. For this particular client at the time of their site launch, they started with one single welcome email message that was being sent to all new subscribers. They quickly realized they needed to educate their subscribers about all their different product offerings as well as educate subscribers about their auto-delivery program. This is a program where a customer requests to have the products delivered to them on a monthly basis in a reoccurring order. Therefore, in response to the client need, we designed and email marketing strategy to optimize all of the available data within our ecosystem to create a robust automated welcome email series based on customer behavior.
- The main goals of the program was to engage new subscribers, increase revenue, provide timely, highly relevant email marketing messages for their new subscribers, and mitigate subscriber complacency at the most critical time in the lifecycle.
- The first step in our approach was to aggregate the subscriber data based upon triggered events on the website (new subscribers that did not purchase, new subscribers with a purchase and new subscribers with a purchase and joined the auto delivery program). After this analysis three new subscriber persona’s were identified and a 24 part welcome series was built. The content and offer sent to subscribers was customized based on the segment to which they belong.