Post on 09-May-2015
description
Getting Personal with Email Marketing
Matt Cumello Senior Manager, Product Marketing
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comScore Overview
About 15th Largest Market Research Firm in the World
Clients 1700+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage 170+ countries under measurement;43 markets reported
Local Presence 32+ locations in 23 countries
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comScore’s Lead Generation History
Limited online marketing before 2007.
Spent the past 4 years creating and publishing downloadable content to the comScore website.
This increase in content contributed to a surge of new leads being passed to SalesForce.com via web-to-lead forms.
+430%
+240%
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Historical Lead Gen / Email Challenges
Data Validation and Qualification– Increase in bad data submissions
(personal emails, fake information)– Duplicate leads required nightly de-
dupe.
Email Marketing– Email address variations created holes
in email opt-out process– Limited ability to segment contacts
meant untargeted email communications.
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The Solution: Pardot Marketing Automation
Signed up with Pardot in late 2009, allowing comScore’s marketing team to qualify web leads prior to passing those leads to SalesForce.com.
SalesForce.com
New Leads
comScore Sales
Microsites
Email Webinars
White Papers
Qualified Leads
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Email’s Role in Justifying marketing automation
Previously used ESP with volume-based pricing model
Ran analysis and determined the cost to upgrade to marketing automation solution was nominal compared to cost of email service
Marketing Automation included an email engine AND additional features like forms, lead scoring, etc.– Cookie based tracking meant significant decrease in email address
variations being submitted into our forms. – Streamline email marketing programs and helped with data quality.
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Key Feature: Automation Rules
Automation rules were the first order of business for comScore. – Segment prospects by
observed behaviors and interests.
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How comScore Segments Prospects
by Product
Latin AmericanProspects List
Peru
Brazil Chile
by Geography
Prospects in Auto Insurance Industry List
Auto Insurance
by Vertical
Prospects with Lost Opportunity List
Opportunity Lost
by Opportunity Status
Product X Engaged List
Webinar Attendee
FormSearch
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What segmentation means for comScore
Targeted Communications
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Targeted vs Untargeted Communications
Ran a series of tests comparing targeted email lists from automation rules vs untargeted database lists.
Recipients of targeted communications were more likely to click on “AddThis” social share icons.
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Impact of Social Sharing within Email
AddThis Social Share Icons
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The Power of Like
Facebook users spend more than a quarter of their time on the site interacting with the Newsfeed; this activity represents 4 percent of all time spent online in the U.S.
The Newsfeed is also the primary location where branded content is consumed. In fact, users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself.
Friends of Fans constitute an important incremental audience, typically representing a much larger set of consumers (81 times larger, on average, for the top 1000 brand pages) who can receive social media brand impressions by way of their Friends.
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Impact of highly targeted email marketing
Segmentation is helping comScore raise open and click rates.
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The (Near) Future of Segmentation: Mobile
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Mobile Stats / Trends
In less than 4 years, Millennials will account for nearly 50% of the employees in the world.
– This group has grown up with social media, text messaging, smartphones and ubiquitous internet access as the norm.
The adoption of smartphones and tablets is rapidly changing how people use technology across their personal and business lives.
Sources: Harvard Business Review, IDC
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comScore Mobile App Segmentation – How it Works
RSS Feeds
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Prospect is Segmented into Mobile Specific Campaign
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Mobile Segmentation – Personalize Email by Content
Page name % Smartphones and tablets U.S. press release 12.29%
Homepage 9.05%
U.S. mobile subscriber market share press release - August 5.05%
Advertising Week Sweetery Raffle 2.72%
U.S. mobile subscriber market share press release - July 2.22%
Digital Omnivores 1.88%
Android Smartphone Adoption in Japan press release 1.39%
Press releases subsection front 1.14%
Power of Like whitepaper 1.10%
Careers subsection 1.10%
Blog homepage 1.01%
Products and services section front 0.89%
Social networking on the go press release 0.86%
QR/bar code scanning press release 0.85%
Web analytics subsection front 0.74%
Sweetery page 0.72%
Most popular phone brands by pageviews
(October 2011) Apple
Samsung
Generic
HTC
Blackberry
OTHER
Most popular phone type by pageviews (October 2011)
Apple iPad Apple iPhone
Generic Device with Opera browser
Apple iPod Touch
Samsung GT-i9100 OTHER
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Mobile Segmentation – Personalize Email Format
Create email templates that are optimized for mobile devices– Leverage Pardot’s Gold Email package to ensure emails to iOS,
Android and Windows Mobile users renders correctly.
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Mobile Segmentation – Personalized Call-to-Actions
A typical comScore email drives recipients to our website to download content via Pardot forms.
Mobile devices present a unique challenge– Site not optimized for mobile– Form submissions through mobile a pain
Formless call-to-actions for users of mobile devices so they can easily access content
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Key Take-Aways
Know Your Audience!– Go beyond demographics when segmenting prospects– Key on past behavior to deliver the most relevant &
targeted emails
Enable social sharing in your emails to extend the reach of your communications
Measure everything – and adjust strategy accordingly
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Questions?
Email:
– mcumello@comscore.com– mcumello@gmail.com
Twitter:
– @Mattyc78