Lifecycle Marketing -- Starting at the Zygote Stage · Lifecycle Marketing -- Starting at the...
Transcript of Lifecycle Marketing -- Starting at the Zygote Stage · Lifecycle Marketing -- Starting at the...
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Lifecycle Marketing -- Starting at the Zygote Stage
Loren McDonaldVP Industry Relations Silverpop
Thursday, January 21, 2010
Heather VesseyEmail Marketing Senior ManagerBonnier Corp
Rachel Fishman FeddersenDirector Parenting.com
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Lifecycle marketing is
fundamentally about…
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Right Message
at the
Right Time
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Timing is subscriber / customer based…
Not marketer-centric
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Data as Foundation
Explicit Data
Implicit Data
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Automation and Rule Sets as the Enablers
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Why Lifecycle Marketing?
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Batch and Blast is the Past
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Hope is Not a Strategy
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Key Trends Driving the
Need to Change…
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Overloaded Inbox
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Channels Are Exploding
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Email Needs to be a Conversation
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Consumers Have More Choices
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Higher Expectations from Marketers
Irrelevant vs. Relevant
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And Lifecycle Delivers a Better ROI
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Lifecycle Stages
Welcome
Encourage
Replenish
Retain
Date/Event
Re-engage
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• Consumer stage
• Relationship stage
• or both
Lifecycle can be:
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Parenting.com Case Study
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Parenting.com: Who we are
The digital sibling in the Parenting Group family
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• Digital Award Nominations– MPA: 1st Place Best Web-Only
Tool (Child Health Guide)
– ASME: Nominated for General Excellence Online
• Partnerships & Buzz– Regularly featured on CNN.com,
Yahoo Shine and The Weather Channel
– PTA Partnership: Reflections Gallery
– Mom Congress: Moms Making a Difference
What’s New at Parenting.com
Partnerships & Buzz
Morning Show Partnerships
Digital Award Nominations
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• Timely and Seasonal Content– Launch of Model Search
– Launch of two new blogs: • The Split
• Family Budget Boot Camp
– Toys of the Year
– Holiday Hints Newsletter
What’s New at Parenting.com
Partnerships & Buzz
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…with newsletters an integral part of the growth strategy
Parenting.com Monthy Unique Visitors
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Feb
2008
M ar
2008
Apr
2008
M ay
2008
Jun
2008
Jul
2008
Aug
2008
Sep
2008
Oct
2008
Nov
2008
Dec
2008
Jan
2009
Feb
2009
M ar
2009
Apr
2009
M ay
2009
Jun
2009
Jul
2009
Aug
2009
Sep
2009
Oct
2009
Nov
2009
(est)
Relaunch
Source: Omniture
Holiday Newsletter
Daily Pregnancy Planner
Trying to Conceive
Growing and Gaining Momentum
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Parenting.com Readers
Our visitors are moms or moms-to be
Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents)
91% have at least one
child in the HH with an
average age of 2
80% are married
49% graduated
college
Median age 31 36% quit working to
be a stay-at-home
mom
Of those that work, 80% work
outside their home while 20%
work at home full time or
sometimes
On average 55% visit
Parenting.com once a
week or more15% are currently
expecting a child
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They travel a path we know well
The Mom Stages:
Concentration The Early Years
Anticipation Pregnancy
Conception Getting
Pregnant
Integration The
PreSchool Years
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The Newsletters
Concentration The Early Years
Anticipation Pregnancy
Conception Getting
Pregnant
Integration The
PreSchool Years
Weekly: Trying to Conceive
Daily Pregnancy Planner:
BabygramWeekly:
Ages & Stages
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Goals of the Life Cycle Campaigns
Content relevant to life stage
Increased open/CT rates
and page views
Scalable template and date logic
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Trying to Conceive
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Daily Pregnancy Planner
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Daily Pregnancy Planner: Welcome Email
Open Rate:
- 51.66%
CTOR:
- 49.66%
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Daily Pregnancy Planner: Week 20, Day 3
Automatic sweep from last DPP template into first template of Ages and Stages based on due date
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Ages and Stages
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• Due date and source are taken from DPP to start the campaign• Campaign closes out at 24 months of age
Ages and Stages
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Visual and Text-Based Clues
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Open and CTRs for Lifecycle Campaigns
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3 Keys
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Capture and Leverage the Data
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Engage With Customers
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Automate and Optimize
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Appendix:
Examples of other Life Cycle Stage Creative
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Welcome - Incentive
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Welcome – Getting Started
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Post-Purchase, Pre-Use
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Post-Experience, Repeat Purchase
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Happy Birthday
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• 48% lift in clicktthrough rate
• 129% lift in net conversion rate
• 10.4% of the total revenue from email marketing…
• …while representing only 2.7% of the total email volume
Source: Diapers.com
Cart Abandonment
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• 60% Open Rate• Nearly 3x average
• 60% higher conversion rate than overall average
Source: Fabric.com
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Credits/Thank YouHeather Vessey
Rachel Fishman
• http://www.facebook.com/Parenting
• Twitter: @parenting
Loren McDonald
• Twitter: @lorenmcdonald and @Silverpop
• Presentations: www.slideshare.net/silverpop