1. Customer Connections:
Using Customer Data to
Improve Email Relevance &
Revenues

2. Category/
Social Brand
Product
Incentives
Media Interest Information
Better Customer Experience More Efficient & Effective Marketing
• Channel preference/convenience • Creates relationships
• Drives loyalty & satisfaction
• Ability to easily find Product/brand information • Saves on agency costs
• Relevant & timely promotional incentives • Lets the marketer focus on creative,
• Highly personalized communications delivered messaging, offers
more frequently • Increases average purchase price
• Store/product/brand recommendations

3. Connecting to Customers

4. Three Things To Take Away
1. Customers don’t want more email. They want
more relevant email. How can we define
“relevancy” for our audience?
2. Communicate on the customer’s timeline
and urgency. Learn from ISC’s experience.
3. Where do we go from here? A checklist.

6. What Hasn’t Killed Email Yet?

7. Email ROI
Puts
Stars
In Our Eyes

8. New Reality: Consumers can quickly “sweep” and filter
email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages
are marked as “spam.”

9. Typical Email Marketing Stream
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
9

10. Lifecyle‐based Email Marketing
Welcome! We like you.
Hi, are you ready to buy?
Thanks for buying!
You might also like….
Hi, are you ready to buy?
Here’s what others like!
Please tell us what you like.
Hi, are you ready to buy?
Cool content you might like.
Hi, are you ready to buy?
Something special for you
Any of your friends like this?
10

11. Cross Channel Marketing
Welcome Email. We like you.
TXT: Free taco Tuesday! You in?
Hi, are you ready to buy?
Thanks for buying!
Text in to join our new alert service!
Dear Pamela, you might also like….
Hi, are you ready to buy?
Visit Facebook: What do others like?!
TXT: Summer savings deal. Want more
savings? Reply back “More.”
Cool content you might like.
Mobile coupon! Hurry in!
Something special for you!
Any of your friends like this?
11

12. Making Connections
Requires Segmentation

13. Email Marketing is Technology Driven

14. Wherefore Art Thou Data?
Customer Email Call Center
Sales Team Database Online

15. Email Conversations
• Purchase
• Upgrade
• Download
• 90 day anniversary
• Chose competitor
• Renewal
• Event attendance
• Event no show
• Service call
• Start/End Free Trial
• Long website visit
• Non‐activity

19. 19

20. Data Driven
Lifecycle Triggers
• Customized balances
without the account
statement feel
• Imagery specific to the
room the customer has
available
• Variable offer
components according
to the guest’s
transactional history
• Events based upon our
inventory needs

23. Advanced Segmentation

24. Dialog Management and Nurturing

25. Relevancy is Like Art

26. What Is Relevant to My Subscribers?
Check the data!
 Most active source(s)
 Activity by time of day / day of week / geo
 Spam complaint / Unsubscribe spikes
Mold the program to “in market” moments
 New subscribers
 Recent purchases / downloads / attendees
 Recently inactive
Focus on Raving Fans
 Reward Activity
 Thank Everyone
 Be Gentle
Utilize Alternate Channels
 Social, Sales, In Person, Call Center

27. 27

28. ISC Email Marketing Imperative
 It’s all about fans in seats….
 Limited opportunities to “Get it Right”
 Looking for deeper connection with fans

29. CRM Roadmap
High
Lifecycle Marketing
Targets customers based on
ISC loyalty and expected
behaviors
2011-12
Life‐stage
Marketing
Targets a segments based on life
experiences
ISC Event triggered Marketing
2009-10 Communicates in response to customer action
Mass Marketing
ISC
2007 Targets broad customer groups with reach and
Low frequency
Low High

30. Pre‐Event Emails: Segmenting
GOAL: Deliver Relevant Information while Increasing ROI
Season /
First Time Saturday‐only Sunday‐only
Prospects Weekend
Ticketholders Ticketholders Ticketholders
Ticketholders
First Promote Promote
Time Sunday Saturday Upgrade
Tips Action Action

31. Pre‐Event Emails
Sunday – Only Customer Season / Weekend Customer
Open: 36% Open: 32%
CTO: 31% CTO: 33%

32. Pre‐Event Emails
Prospects Add’l: ADA
Open: 51% Open: 48%
CTO: 47% CTO: 57%

33. First Time Customers
Pre‐Event Email
Open: 50% Open: 46%
CTO: 49% CTO: 76%

34. First Time Customer Engagement
Email
Call Center Social Media
Website Race Day
Mail

35. First Time Customers:
Social Media

36. First Time Customers:
Race Day

37. First Time Customers:
Race Day ‐ Postagram Application

38. Testing Opportunities
Subject Lines
Timing
Layout/Formatting
Call To action
Button placement
Offer/Content
Segments Goal: Increase subscriber
Landing pages! engagement
and increase ROI

39. “With great power comes
great responsibility.”
- Uncle Ben

40. Email Dialog Checklist
 Just get started!
 Establish a baseline for results
 Identify 2‐3 key data attributes that speak to customer experience
 Start with a small test
 Forecast the success across all efforts
 Make a business case for improving relevancy
 Recruit internal champions (& external support)
 Set your own milestones & measurements
 Embark on Proof of Concept stage
 Celebrate results
 Expand to other business units/message types
 Reset expectations and baselines
 Land & expand
 Keep testing for higher ROI
Stephanie.Miller@Aprimo.com or @StephanieSAM

41. Marketers Must
Be Change
Agents!
http://www.aprimo.com/revolution/

42. Thank you! Any Questions?
Stephanie.miller@aprimo.com or @stephanieSAM