Do you find it tough to cut through the noise and reach your workforce? What about getting employees to take action? Marketers have worked on optimizing communications and results for decades, and it’s time to borrow from their playbook. More and more human resources teams are gaining access to the tools and metrics used by marketers, opening the door to new data and empowerment. You can leverage these marketing tactics and best practices within your own organization as you prepare your company for the next wave of HR innovation. In this webinar, you’ll hear directly from marketers who spend most of their time implementing complex B2B and B2C marketing campaigns. They will share highlights of what they have learned from years of marketing and experimentation. You will learn about the tactics that work best, those that don’t and the tools that you can leverage when you put on your marketing hat. Specifically, you will learn about: Marketing tactics that are most useful for improving HR outcomes. Why experimentation is crucial for marketing success and how to experiment. How leading HR teams are leveraging marketing metrics on a daily basis.

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Marketing Tactics for Next-
Generation HR Teams

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Speaker: Lee Eliav
Digital Marketing Manager
Morningstar
Lacey Herchek
Field Marketing Manager
HelloWallet
Moderator: Sarah Sipek
Associate Editor
Workforce magazine
Marketing Tactics for Next-
Generation HR Teams

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Frequently
Asked
Ques6ons

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Sarah
Sipek
Associate
Editor
Workforce
magazine
Today’s Moderator

9. #WFwebinar
Lee
Eliav
Marke9ng
Program
Manager
Today’s Speakers
Lacey
Herchek
Field
Marke9ng
Manager

10. Marketing Tactics for Next-
Generation HR Teams
August 2015

11. Hi! We’re
HelloWallet.
Lee
Marketing Program
Manager
Lacey
Field Marketing
Manager

12. Why HR
Should Pay
Attention to
AdWeek &
Marketo

13. Who Are We?
Team
Behavioral scientists, data
geeks, fastidious designers,
super-fly developers,
marketing gurus, and
community builders
1
Software
The very best, award-winning
personalized financial
guidance that transforms
financial lives through
behavioral economics
Mission
Improve the financial
outcomes of workers using
cutting edge behavioral
science
2 3

14. What to Expect
1 2 3
Challenges Solutions Tips

15. 1
The Challenge

16. Challenges
500 ads
per day
1970 2014
5,000 ads
per day
So. Many.
Emails.
Competing
Priorities
Great Programs,
Benefits &
Opportunities
Employee
Habits

17. Challenges

18. Challenges
What They’re Doing
• Retargeting
• SEO/SEM
• Social Media Marketing
• Display Ads
• Mobile Marketing
• Marke9ng
Automa9on
• Web
Analy9cs

19. 2
Solutions

20. 1: Data

21. Data
ProgramsPeople Communications
Demographic
Behavioral
Attitudinal Adoption
Impact
Engagement Open/Click Rate
Attendance
Conversion

22. Data
Demographic
Segmentation
One Size Fits All
Behavioral
Personalization

23. Application: LinkedIn

24. Application: LinkedIn

25. Application: Bank Fees!

26. Application: Bank Fees!
Relevance
• The prevention of bank fees allows associates
to find more money to put towards retirement.
Data
• Detected 1+ fees in 60% of members with
linked accounts. Average total paid was $51.12
in Feb. This trend stays true through March and
April.
Personalization
• Personalized bank fee alerts
• Education campaigns on using prevented bank
fee dollars for retirement
Cloud
• Release cash flow functionality to help
members prevent bank fees

27. Application: Bonuses
Relevance
• The Annual Incentive Program is a
time when associates can allocate
and redirect extra funds for
retirement.
Data
• In the data, we see an increase in
spending, savings contributions,
transfers, debt pay down and income
around the time of Annual Incentive
Program.
Design
• Before the bonus arrives, HelloWallet
can help apply behavioral science
techniques through marketing
campaigns.
Mobile
• Advanced decision making and pre-
commitment to use those funds for
retirement purposes and popular but
unused touch points

28. 2: Psychology

29. Psychology
o Incen6ves:
a
mo9va9onal
outcome,
great
for
one-­‐9me
ac9ons
o Peer
Comparison:
highlight
peer
accomplishments/
ac9ons

30. Psychology
o Loss
Aversion:
what’s
on
the
line
that
they
might
lose?
The
possibility
of
loss
is
more
powerful
than
the
possibility
of
gain
o Urgency:
a
reason
to
act
now

31. Psychology
o Personalization:
creating unique
messages based on
the appropriate
audience
o Timing: when to
communicate

32. 3: Experimentation

33. Experimentation
Communications Testing
A randomized communications
experiment with at least 2
variables
You can test just about anything:
o Email
o Websites
o Landing Pages
o Display Ads
o Hard Mail
A Bvs.

34. 1) Prepare

35. 1) Prepare: Team
o Team of 2-3
o Different
backgrounds/
business units (IT,
Marketing, for
example)

36. 1) Prepare: Tools
Email Testing
o Marketo
o MailChimp
o Campaign Monitor
Web Analytics
o Google Analytics
o KISSMetrics

37. 1) Prepare: Goals
Program Level
o Enrollment
o Usage
o Impact
Email Testing
o Open Rates
o Clicks
Web Analytics
o Page Views
o Conversions/Actions

38. 2) Craft an Effective Email

39. 2) Craft an Effective Email: Subject Line
o Keep it short & sweet — most only read 30-50 characters
o Use personalization when possible
o Try to include familiar words
o Focus on the benefit
HelloWallet Example

40. 2) Craft an Effective Email: Design
o Looks matter and trigger emotional responses
o We read in an F shaped pattern so place content accordingly
o 80% of the time spent reading a screen is spent on the first
block of text
F Shape Research by Nielsen, 2006

41. 2) Craft an Effective Email: Sender Name
o Email automation programs allow you to change the sender name
o Try testing different members of your team

42. 2) Craft an Effective Email: Headline & CTA
o Emphasize the benefit in the headline of your email
o Make it clear why it is relevant to the audience you are emailing
o Make it clear what action you are asking your employees to take
o Stress ease of completing the ask
HW Example

43. 2) Craft an Effective Email: Mobile
o 66 percent of emails
were opened on a
mobile device*
o Find out how many of
your emails are being
opened on mobile
devices
o Design your emails so
they look and function
properly on mobile
o Make sure that
employees can take
action on a mobile
device
*Research by Movable Ink

44. 3) Decide What to Test
Infographic by Marketo

45. 4) Alter Other Versions

46. 5) Send Email
Randomly select your
groups of recipients
o Email software
o Excel
o Random list
generators
Hit send!

47. 6) Analyze Results
Program Level
o Enrollment
o Usage
o Impact
Email Testing
o Open Rates
o Clicks
Web Analytics
o Page Views
o Conversions/Actions

48. 3
Tips

49. Tips
1. Make
Your
Vendors
Work
For
You
2. Research
Old
Tests
3. Talk
To
Fellow
“Testers”

50. Make Your Vendors Work For You
• Ask
Ques9ons
• Test
Their
Theories
• Measure
+
Improve
Their
Metrics

51. Learn From What Others Have Done

52. Learn From What Others Have Done
Version A (without the image) received 24% more conversions
Source:
Hubspot

53. Learn From What Others Have Done
Version B which includes testimonials received 34% more conversions
Source:
WikiJob

54. Learn From What Others Have Done
Version
A,
Rich
HTML,
received
11.2%
more
conversions
Source:
WhichTestWon

55. Share Your Ideas And Results With Your
Peers

56. Guide to Communications Testing

57. Improving Employee Benefits

58. Triple (and Share!) Your Impact

59. Questions?
Comments?
lacey@hellowallet.com
lee@hellowallet.com
www.hellowallet.com

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Leveraging Behavioral Nudges in
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Thursday, August 20, 2015
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