Post on 15-Jan-2017
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Webinar brought to you by…
Leader in B2B
Email Marketing
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FEATURED SPEAKERJeanne JenningsManaging Director, Digital MarketingDigital Prism Advisors LLCJJennings@dprism.comTwitter: @JeaJen | Blog: www.JeanneJennings.comwww.dprism.com
MODERATOREryn BranhamPinpointe On-Demand, Inc.ebranham@pinpointe.com800-920-7227
Email Marketing Expert named one of the:
•World’s Top 50 Email Marketing Influencers (Cision, July 2014)•Top Email Marketing + Design Thought Leaders on Twitter (Litmus, January 2015)
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7 @JeaJen @dprism1
Me
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20+ Years
Digital
Marketing
Strategy,
Tactics and
Creative
Direction
Great Brands
as Clients
Me
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Strengths
The successful marriage of:
Sound, cohesive
digital business
strategies
Effective
technology tool
selection
Digitally-enabled
process
improvement
Opportunities
Customers:
new customers,
improved
satisfaction,
incremental sales
Markets:
adjacent markets,
new markets, market
share improvement
Products:
bundling and
unbundling,
derivative products,
new products,
subscription models
Me and
the
dprism
team
Digital Transformation
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But what we’re really here to talk about…
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Data
Technology
Testing
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Data
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Data
Why It’s Important
Where to Collect It
How to Use It
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Data
Why It’s Important
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The Importance of Data in Understanding the Customer Journey
Critical, 73%
Important, 25%
Not Very Important, 2%
Source: Understanding the Customer Journey: More than Just Online,
eConsultancy with ResponseTap, April 2015
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“Big data is about having an understanding of what your relationship is with the people who are most important to you and an awareness of the potential in that relationship.”
Joe Rospars
Chief Digital Strategist,Obama for America
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Successful Marketing depends on
Building Mutually Beneficial Relationships
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Data is the Basis of
Successful RelationshipsHer birthday isApril 12th
Her eyes are blue –and that’s also her favorite color
She’s a hockey fan and loves to ice skate
She enjoys live theatreand concerts
She likes Mexican food but doesn’t eat guacamole
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And there’s this…
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Source: Borders to Sell Intellectual Property to Barnes & Noble,
BloombergBusiness, September 26, 2011
Data is an Asset
The amount that
Barnes and Noble
paid for Borders’
trademarks and
intellectual property
(their customer
database)
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Missed Data / Revenue Opportunity
“We looked at loyalty cards but we didn’t want to spend all that money…”
Clive Schlee, Chief Executive
Pret A Manger
Source: Why Pret A Manger Gives Away so Much Free Food, Roberto A.
Ferdman for The Washington Post’s Wonkblog, April 23, 2015
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Data
Where to Collect It
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Big
Data
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What Data do You Need to Build a
Relationship with Your Prospects and
Customers?
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Reported Observed
Appended Extrapolated
4 Sources of Data
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Reported
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Reported
Source: eMarketer.com, April 2015
Initially you can
typically ask for 5
to 7 fields of
relevant
information without
drastically
increasing your
abandon rate
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Reported
Source: LinkedIn.com, April 2015
Ask for more
data each
time the
visitor
interacts with
your Website
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Observed
Completed
Transactions
Abandoned
Carts
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Observed
Website Browse
Behavior
Clicks on
Email Messages
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Observed
Social Media
Insights
Other
Information
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Appended
Purchasing
information about
your subscribers to
round out their
profiles and give
you more data for
segmentation and
targeting. Source: AboutTheData.com, Acxiom, 2014
These are examples of B2C appended
data categories; you can also get B2B
data, like titles, from vendors
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Appended
Only Work with Reputable
Providers
Sanity Check How the
Data was Collected
Understand the
Limitations
Confirm that the Benefits
Justify the Cost
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Extrapolated
Taking what you
know about one
person and using
your experience
with similar
people to
guestimate what
they might
respond to.
Source: iTunes receipt, Apple, 2015
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Data
How to Use It
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0%
10%
20%
30%
40%
50%
60%
More Likely toPurchase More Items
More Willing to ReceivePromotional Emails
More Willing to SharePersonal Preferences
Extremely Likely Very Likely Somewhat Likely Not at All Likely
Using Smart Data to Tailor Marketing Messages for Recipients Makes Them…
Source: December 2013 survey of US digital shoppers conducted by
Harris Interactive as reported by eMarketer, January 28, 2014
81% 82% 69%
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Rate Your Company’s Ability to Act on Insights Provided by Data
Source: Understanding the Customer Journey: More than Just Online,
eConsultancy with ResponseTap, April 2015
5%
29%
43%
18%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Excellent Good Okay Poor Very Poor
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Personalization Customization
Targeting Qualifying
4 Ways to Use Data
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Personalization
Personalizing
a message
with a
name or other
reported data
Source: Creating Effective – and Profitable – Birthday Emails,
Jeanne Jennings for ClickZ, April 18, 2011
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Customization
Customizing
a standard
message
with
observed
data
Source: Email from Hanes, Jeanne Jennings’ inbox, March 2015
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Targeting
Sending a
message just
to a certain
segment of
your list
based on the
data you have
on them
Source: Email from Priceline, Jeanne Jennings’ inbox, June 2015
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Qualifying
Lead
Scoring
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Technology
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Dynamic Content Responsive Design
Triggering Multivariate Testing
Technologies
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Many technologies are useful, but the one that has the
highest return for most organizations
is…
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Triggered
Messages
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Source: 4Q 2014 Email Trends and Benchmarks Report, Epsilon, April 30, 2015
Triggered
messages
consistently
have higher
open and
click-
through
rates than
business-
as-usual
(non-
triggered)
messages)
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Reasons for Success
Internal External
Create them
once, use
them over and
over again
Highly
Relevant
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Source: 2013 Email Marketing Benchmark Report, MarketingSherpa
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Identify and Evaluate Potential Trigger Opportunities
Source: Client Case Study, Jeanne Jennings.com, Inc.
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Good Often
Better
Single
Message
Triggered by
an Action
Series of
Messages
Triggered by
an Action
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Develop a Message Map to
Determine How Many Efforts are
Appropriate
More messages:
Lead nurturing
(complex sale) or
attempt to
change behavior
Fewer
messages:
Simple
responses to an
action
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And the biggest reason technology fails to deliver as promised is that…
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“Technology alone is not
enough.
“It’s technology married
with the liberal arts,
married with the
humanities, that yields
us the results that make
our hearts sing.”
Steve Jobs
Co-founder and CEO
Apple Computer
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Technology alone won’t improve performance …
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…it’s a tool that talented people
working for you can use to improve
performance.
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Testing
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“The most important word in the
vocabulary of advertising is
TEST.
“Never stop testing and your
advertising will never stop
improving.”
David Ogilvy
Founder, Ogilvy and Mather
The Father of Advertising
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Source: Email Marketing Benchmark Report, MarketingSherpa, 2013
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Bake Testing into Your Marketing Plan
Plan for the testing you’ll do at
least 3 months in advance
Alternate between simple tests
(subject line) and those that
take more effort (landing page
content)
Have a sound hypothesis
around why a test will beat the
control
Look for tests where the results
can have long term impact
Always set a quantitative goal
for your test
Goal to your bottom-line
objectives (usually revenue or
sales or page views, rarely
opens or clicks)
Make sure your results are
statistically significant
Back test periodically to confirm
your results
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16 Types of Email Marketing Tests1. Lists / List Segmentation 9. General Copy
2. Landing Page Elements (which
could spur another list of 15 or
more)
10. Personalization (Data Merge)
3. Completely New Creative 11. Subject Line
4. Preview Pane View 12. From Line
5. Customization (Targeted Content) 13. Design (fonts/colors/image)
6. Offer Copy/Placement 14. Time of the Send
7. Call-to-Action Copy/Placement 15. Day of the Send
8. Wireframe / Layout 16. Treated versus Untreated
Source: 15 Types of Email Marketing Tests You Should be Doing, Jeanne
Jennings for ClickZ.com, April 15, 2013
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My Challenge
to You: Do One
Strategic Test a
Month!
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Additional Digital Marketing Resources Free
Look for Jeanne’s column on email marketing every other Monday
www.ClickZ.com
Jeanne’s Blog and Email Newsletter
www.JeanneJennings.com
@JeaJen to follow Jeanne
@DPrism1 to follow Digital Prism
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The Premier Email Marketing Association, part of the DMA
www.EmailExperience.org
A Private Community for Email Marketers; look for Jeanne’s monthly post on the blog
www.OnlyInfluencers.com
Additional Digital Marketing Resources
Paid
800-920-7227 | www.pinpointe.com
Jeanne S. Jennings
Managing Director, Digital Marketing
Digital Prism Advisors
3 Big Ideas to Improve Your Email and Digital Marketing!
Thanks for Attending! Questions?
More Effective Digital Marketing Blog written by Jeanne Jenningswww.MoreEffectiveDigitalMarketing.comTwitter:@JeaJen
www.dprism.com202.365.0423jjennings@dprism.comTwitter:@dprism1
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