DMA North: Email customer lifecycle

Connect with the DMA…
• The #tag for this event is: #dmaemail

• LinkedIn: DMA: Direct Marketing Association (UK)
Limited

• Twitter: @DMA_UK/ @DMANorth

• DMA Website: http://www.dma.org.uk

• Email: dma@dma.org.uk or events@dma.org.uk

• Phone: 020 7291 3300 or 0161 918 6722

Today’s agenda
• 13.30 – 14:00 Registration and Coffee
• 14.00 – 14.10 Welcome and Introduction
• 14.10 – 14.40 Grow your lists, Kieran Shanahan, DMRI
• 14.40 – 15.10 Convert those lists. Stefan Elliot, Six Serving Men
• 15.10 – 15:40 Refreshment Break
• 15.40 – 16:10 Engage your customers, Andrew Campbell,
20:20 Dialogue
• 16:10 – 16:40 Win them back, James Bunting,
Communicator Corp
• 16:40 – 17:00 Panel Debate and Close

List Growth
Presented By Kieran Shanahan
www.dmri.co.uk

DMRi Ltd.
West Mount, 463 Glossop Road, Sheffield, S10 2QP Tel: 01142815760
Data Media and Research Ltd is registered in England and Wales with Company No. 3127601, VAT no. GB 825 5009 43 Data Protection Act 1998 ref
Z4579096 |Member of the Direct Marketing Association.

Content
• Optimising your sign up page.
• How to encourage the right people to sign up.
• Maximising off line, Social media, content sites etc.
• White labels and Content
• Using 3 parties to Grow Your Lists
• Data Validation and Append
• List rental.
• Lead generation.
• Foundations for List Growth– CDI and MDM
• Summary.

DMRi Ltd.

Optimising your sign up page
• What was the last thing you signed up for and why?

• Has your own website got appeal?

• What information are you asking for and why?

• Is it clear what you are signing up for?

• Are expectations managed?

DMRi Ltd.

What sort of sign up will work for you?

Hello!
Want to sign in?

DMRi Ltd.

How to encourage people on your site to sign up?
• Have multiple places to sign up.
• Direct traffic from high traffic areas and Social Networks.
• Explain what they are signing up for.
• Explain what will happen.
• If you need anything more than email and name explain
why.
• Make it simple and sell the benefits.

DMRi Ltd.

Case Study‐ Win4now on Experiment.ly

Control
Results
Adding a simple graphic
in the header of landing
pages rendered a 31%
Variation 2 increase in sign‐ups at a
confidence level of 86%.

(This later rose to 95% after an
further 2 week test)

Good Further Examples on
http://whichtestwon.com/

DMRi Ltd.

And Finally…. Configure Analytics and AdWords goals for Registrations. Optimise
campaigns for this…

More Info
See Occam’s Razor
by Avinash Kaushik
http://www.kaus
hik.net/avinash/

DMRi Ltd.

Social Media and Offline
Collect sign ups to your company at all
opportunities.

• In Store
• Telephone
• Postal
• Facebook (e.g. Wildfire)
• Twitter

Whenever you have the opportunity to
engage with customers and potential
customers offer them additional ways to hear
from you.
DMRi Ltd.

White labels and Content
White labels can be used to provide content for your website which will
encourage your visitors to register.

The user is already on your website so has identified themselves as someone
who has potential to engage with you. However in order to register they need
an additional reason to part with their details.

DMRi Ltd.

White label – Case Study – Now Magazine
Now Magazine wanted to increase the
number of registrations.

• DMR integrated the instant win mechanism
across the site running a number of  content
related competitions

• In the first month 8,000 additional
registrations from their own users.

DMRi Ltd.

List Growth using 3rd Parties
1) Database enhancement
A number of industry suppliers hold up‐to‐date and sophisticated software to enhance
your existing data.

(i) Data Validation‐ Experian QAS and GB Groups example. Incorporation into your
sign‐up pages can help ensure correct details are logged and common entry mistakes
avoided in real time.

(ii) Data Appending – Several companies offer services to append missing,
incorrectly collected, incomplete or out of date records with correct updated records

PLUG! PLUG ! PLUG! DMRi data pools derived from motoring, insurance and
lifestyle sources totalling ~60million records
DMRi Ltd.

2) 3rd Party Lead Generation
• This is when another company collects leads on your behalf.

• Many different approaches to lead generation.

• This data is unlikely to convert at the same rate as
data collected on your own site, but when done correctly
can add additional valuable members.

• Keep in mind ROI. High volumes of people on your list are
only any use if they are the right people and actually want to hear
from you.

•Only pay for data fields you are going to use.

• Test, Monitor, Test, Monitor, Test, Monitor.

DMRi Ltd.

Examples of Online Lead Generation

DMRi Ltd.

3) 3rd Party List Rental
• 3rd Party List Rental represents data records rented from another company
with the intention of communicating a marketing message to this list.

• There are two main types of list rental

1.Where you send the email and the email comes from you

2.Where the company who owns the data sends the email but the majority of
the email message is promoting your company.

DMRi Ltd.

3rd Party List Rental cont.
• When 3rd Party List rental can work.
• When 3rd Party List rental will not work.

What to consider when considering 3rd party list
rental
+ Price
+ Age
+ How often is it emailed
+ Compatibility
+ Test

DMRi Ltd.

Foundations of Growing your Database: CDI &
MDM

Customer Data Integration (CDI)‐ Establishing a standard process format for each
version of a customer record to be integrated into your database

Master Data Management (MDM) –A set of data governance standards, processes
and metrics to ensure that databases are maintained.

Conducting a Data Audit‐ Identifying all online and offline sources and documenting
data flows to find out how you can improve efficiency, and maximise data return and
minimise opportunity cost

(Barclays est. annual £10million marketing savings in targeting and £1.1 million maintenance from enterprise data and
warehousing‐ Effective IT Report (Information Age 2005))

DMRi Ltd.

Summary
• Make sure you have maximised all internal options first and audited your data capture processes.
• Engage with your existing database and find out what triggered them to sign up and use this.
information to make improvements.
• Give people a reason to sign up.
• Tell people what you are going to do, and do it.
• Make it clear that people can unsubscribe easily.
• Use other touch points to collect email.
• Once internal options have been maximised consider 3rd party options, chose wisely, ask lots of
questions, test, monitor and re‐monitor.
• Review regularly.

DMRi Ltd.

Thank you for listening…
For Further reading please download the DMA white paper on3rd party List Rental and Data
Capture.

Kieran Shanahan About DMRi
Marketing & Partnerships Manager Data Media & Research Ltd. have been at the
kieran@dmri.co.uk forefront of digital marketing since the company
0114 2815760 was established in 1995.

Members of the Direct Marketing Association
since 2002 ‐with representation on the
Sara Watts Email Marketing Council and Legal and Best
Director Practice Hub‐DMR proudly promotes and stands
sara@dmri.co.uk for best industry practices in online data
0114 2815760 marketing.

DMRi Ltd.

Card playing
Monkeys, Dogs &
Bruce Forsyth?

Stefan Elliott
stef.elliott@6sm.co.uk
@SixServingMen
@Stef_Elliott
6sm.co.uk @SixServingMen

Tuesday, 01 May 2012 @SixServingMen 6sm.co.uk
6sm.co.uk

We are all learning here – the best listeners will end up
the smartest
Page 23

Charlene Li & Josh Bernoff
Groundswell Authors


SIX SERVING MEN ?
Page 24

RUDYARD KIPLING
RUDYARD KIPLING

I keep six honest serving
men they taught me all
I knew.
Their names are
What ? & Why ? & When ?
and
How ? & Where ? & Who ?

Tuesday, 01 May 2012 Confidential @SixServingMen 6sm.co.uk

AGENDA
Page 25

1 Where / When / Who - Introductions

2 Why / What / How ?

3 Why to Do ?

4 How to Do ?

5 What to Do ?

? Questions


WHY EMAIL IS
IMPORTANT?
Page 26

100+ million websites


DIGITAL TRAFFIC - LANDSCAPE
Page 27

Direct

Indirect

3rd party / referral sites

External Sites
Partner Sites, Suppliers, Professional
Bodies, Affiliates, Other ………
Search

Social Media

Visitors have multiple entry points and objectives for using your Digital assets


DIGITAL GOALS
Page 28

Who ? Why ?

How ? When ?
Tuesday, 01 May 2012 What ? Where ?
Confidential

WHO ARE YOUR AUDIENCE ?
Page 29


AUDIENCE ENGAGEMENT MAP
Page 30

Your capability to enhance engagement through targeted interaction is
dictated by your ability to initiate / stimulate effective communication

LEVEL OF INTERACTION / DEGREE OF
ENGAGEMENT ? Page 31

• Contact form
• Read / watch • email
• Print • Dialogue in Forum • Telephone
• Copy • On Line chat
• Download

PASSIVE ACTIVE

Buy
• Blog Comment
• Upload photos Further contact
• Videos ? • Email

Connect
• Facebook
• Twitter etc
• Forward to a friend


MEASURES OF ENGAGEMENT ?
Actions / metrics / KPIs
1. Time spent on key pages Page 32
2. Time spent on site (by source / by entry page)
3. Personalisation (pages, display, theme)
4. Key page activity (post-activity)
5. Alerts (register and response rates / by channel / CTR / post click activity)
6. Bookmarks (onsite, offsite)
7. Write Comments
8. Download Articles PDF’s
9. Email subscriptions
10. Fans (become a fan of something / someone)
11. Favourites (add an item to favourites)
12. Provide Feedback (via the site)
13. Followers (follow something / someone)
14. Forward to a friend
15. Groups (create / join / total number of groups / group activity)
16. Install widget (on a blog page, Facebook, etc)
17. Invite / Refer (a friend)
18. Love / Like this (a simpler form of rating something)
19. Messaging (onsite)
20. Submit Posts
21. Set up / Provide Profile (e.g. update avatar, bio, email, etc)
22. Print page
23. Submit Ratings
24. Registered users (new / total / active / dormant / churn)
25. Report spam / abuse
26. Reviews
27. Social media sharing / participation (activity on key social media sites,
e.g. Facebook, Twitter, Digg, etc)
28. Testimonials
29. Total contributors (and % active contributors)
30. Uploads (add an item, e.g. articles, links, images, videos)
31. Views (videos, ads, rich images)
32. Widgets (number of new widgets users / embedded widgets)
33. Wishlists (save an item to wishlist)
34.……….


DRUNKEN MEN’S LAMP POSTS ?
Page 33

LAMP POSTS ?
LAMP POSTS ?

He uses statistics as a
drunken man uses
lamp posts - for
support rather than
illumination. - Andrew
Lang


WYSIWYG – WHAT YOU SEE IS
WHAT YOU GET
Page 34

STROKE ME METRICS ?
STROKE ME METRICS ? DON’T
DON’T

1. Gather Lots but only present Never, Ever, try to educate your
• The metrics that are positive. management / business on the
• Easy to manage metrics small number of key drivers for
2. Present your business.
• Many metrics. If you are simple & clearer they
• Extremely precise numbers will understand how to think about
• Them quickly. your activity
3. Compare Metrics out of context
They may even ask for the same
4. Put them into really good looking
data.
charts (3D, movement, multiple
colours, graphics, etc.). This destroys your future ability to
keep your metrics “feel good“

ACTION POINT
ACTION POINT

• WHAT YOU MEASURE & REWARD IS WHAT YOU GET
!!!!
• ESTABLISH USER ENGAGEMENT METRICS – TIME

ENGAGEMENT = VALUE
Page 35


MEASURE
Page 36


ON THE INTERNET NOBODY
KNOWS YOU’RE A DOG ! Page 37
DO EMAIL
DO EMAIL
MARKETERS
MARKETERS

• Care that you are a
dog ?
• Know what type of
dog you are ?
• Treat you like a dog
if you are one ?
ACTION POINT
ACTION POINT

• SEGMENT YOUR
DATABASE
July 5th 1993 cartoon in the New Yorker • VALUE YOUR DATABASE
Tuesday, 01 May 2012
• MONITOR VALUE OVER
@SixServingMen 6sm.co.uk

WHAT’S THE SOLUTION WHEN………
Page 38

PEOPLE ARE
PEOPLE ARE

• Lazy,
• Overloaded,
• Habitual,
• Predictable
• Intelligent,
• Inquisitive,
• Impatient
• Busy!!!!

5/1/2012

DESIGN ACTIVITIES ISO
GUIDELINES
Page 39

1 Understand & Specify
the Context

2 Specify User
Requirements

3 Produce design
solutions

4 Evaluate the Design

5 Design solution Meets
user Requirements

TESTING - EMAIL – DECISION
TREES
Page 40


ONCKEN AND WASS 1974 - MONKEYS
Page 41

THEORY………
THEORY………

At no time while I am helping
you will your problem
become my problem.
The instant your problem
becomes mine, you will no
longer have a problem.
I cannot help someone who
hasn't got a problem.
You may ask my help at any
appointed time, and we will
make a joint determination of
what the next move will be
and who will make it.

5/1/2012

MANAGING MONKEYS
Page 42
FIVE ACTIONS TO
FIVE ACTIONS TO
TAKE
TAKE

1. Monkeys should be fed or shot.
2. The monkey population should
be kept below the maximum
number that the manager has
time to feed.
3. Monkeys should be fed by
appointment only.
4. Monkeys shall be fed face to
face or by telephone, but not in
writing. ACTION POINT
ACTION POINT

5. Every monkey should have an • GO FOR READY
assigned next feeding time &
degree of initiative AIM FIRE NOT
READY FIRE…….
AIM @SixServingMen 6sm.co.uk

RELEVANCE OF EMAIL
Page 43

Confidential

Memail - WIIFM
Page 44

WHAT’S IN IT FOR
WHAT’S IN IT FOR
ME?
ME?

1. What’s in it for You?
• Confirm the email goal
• Prioritise the actions desired
2. Help me do what you want ?
3. Zero based email design
4. Trust – Don’t break it
5. Test
6. Review & Refine

5/1/2012

GESTALT SCHOOL OF
PSYCHOLOGY Page 45

Gestalt = Pattern

1. Proximity
2. Closure
3. Similarity
4. Continuity
5. Enclosure
6. Connection

ACTION POINT
ACTION POINT

• UNDERSTAND HOW AND WHY SOMETHING WORKS
– NOT JUST THAT IT HAS WORKED !

GESTALT SCHOOL OF
PSYCHOLOGY Page 46

93657920583172146830726410662910
86754278349464726298354643795613
27848619243419220840814679831282
82640215467424740150649750482967
0083240171196402

93657920583172146830726410662910
86754278349464726298354643795613
27848619243419220840814679831282
82640215467424740150649750482967
0083240171196402
5/1/2012
6sm.co.uk @SixServingMen @SixServingMen 6sm.co.uk

DATA INK RATIO
Page 47

THEORY………
THEORY………

The ink presents
Data or
Information
Not data or not
Information =
Noise

ACTION POINT
ACTION POINT

• PIXELS RATHER
THAN INK!

British Tennis Membership
Page 49

5/1/2012

Twitter Newsletter – Edition #1
Page 50


Sign up to personal training by Direct Debit
and enjoy one session absolutely free
Page 51

5/1/2012

B2B Marketing introducing Vocus' special
offer: Get a free £25 M&S voucher for 30
minutes of your time Page 52

5/1/2012

Image. What does your email say about you
Page 53

5/1/2012

Last Chance for online offers
Page 54


EXPECTATION - HOW SOON IS SOON
Page 55


DATA PROTECTION LANDSCAPE:
25TH JAN 2012 :DATA PROTECTION
Page 56

CHAPTERS
CHAPTERS

• RIGHTS OF THE DATA SUBJECT
• CONTROLLER AND PROCESSOR
• TRANSFER OF PERSONAL DATA TO
THIRD COUNTRIES OR
INTERNATIONAL ORGANISATIONS
• INDEPENDENT SUPERVISORY
AUTHORITIES
• CO-OPERATION & CONSISTENCY
• REMEDIES, LIABILITY &
SANCTIONS
• DELEGATED ACTS &
IMPLEMENTING ACTS


SO WHAT ?
Page 57

ACTION POINTS
ACTION POINTS

1. VALUE EMAIL
2. SEGMENT – MEASURE
AND MONITOR
3. GET INTO “WHAT’S IN IT
FOR US !” PLANNING
4. TEST
5. LISTEN AND REFINE
APPROPRIATELY


QUESTIONS
?

Stefan Elliott
stef.elliott@6sm.co.uk
@SixServingMen
@Stef_Elliott

6sm.co.uk

Coffee break…

The next session starts at 3.40

Re-engagement Campaigns
James Bunting

DMA Email Customer Lifecycle – Manchester 19th April
Re-engaging Lapsed & Lost Customers

James Bunting

Agenda
What do we mean by ‘winning customers back’?

Re-engaging lapsed and lost subscribers

The benefits of re-engaging lapsed subscribers

The principles of a re-engagement campaign

Automation

Summary

James Bunting

What do we mean by ‘winning customers back’?

Recipients can become unresponsive – re-engagement
campaigns set out to email the disengaged customers and
encourage them to respond to emails again.

James Bunting

The benefits of re-engaging lapsed subscribers
Increase open and click rates

Increase conversions

Identify inactive & dormant subscribers – full understanding of your data

You’ve spent money acquiring the email address so why lose it?
Its easier to retain an existing subscriber than find a new one

James Bunting

what is your average open rate?

30%

James Bunting

Re-engaging lapsed and lost subscribers
What is your average open rate? 30%?
70% are lapsed or lost subscribers

Review what you are currently doing:

Look at what you are doing and what you want to achieve
List out the communications you send by type and message
Map out your customer lifecycle – what are the stages, the buying processes, entry,
exit and customer touch points?
How do these correspond to the frequency, type and message you are sending?

James Bunting

Define interaction and behavioural activity
Define inactive and dormant contacts
Consider why someone may have become dormant
Divide the list into those that have:
not opened an email in the last x months
not purchased in the last x months

Segment on non-activity
Important to segment the inactivity further
Separate recipients who have been active at some time in their history and
made a purchase, from those who are truly inactive and have not made a
purchase
It is important that different messages are sent to these different groups

James Bunting

The principles of a re-engagement campaign
Do something different:
Experiment with Subject lines: ‘we miss you’
Time of day
Different Day
Change the Visual

Tell them what they have been missing

Incentivize them to return

Ensure critical information is above the fold

Ask them why they haven’t been engaging

James Bunting

re-engagement emails

You need to change your behaviour
Some key components

James Bunting

The metrics

3.9%
of recipients opened the email

1.8%
of recipients positively engaged with the business again

James Bunting

Inn Travel
Tour Operators – specialising in ‘slow holidays’ tailored to clients

Prior to re-engagement campaign:

Delivery rate 98%+

Open rates 22.33% (77.67% inactive)

Wanted to ‘clean data’ and remove inactive recipients

James Bunting

Re-engagement Message 1
SUBJECT: Six good reasons to open our emails!

RESULTS:
Delivered to 98.42%
Opens 2.94%
Click 1.23%

James Bunting

SUBJECT: Here’s a ridiculously good offer to get
your attention.

INCENTIVE: Free case of wine with every booking

RESULTS:
Opens 2.56%
Click 1.14%

James Bunting

SUBJECT: We don’t want to lose you...

RESULTS:
Opens 8.41%
Click 7.30%

James Bunting

Here are some more…

James Bunting

Automation
Its important to test your re-engagement campaign
Has it re-engaged x% of customers?
Is the campaign taking into account why the subscriber has become inactive or
dormant?
Is it effective?

If you have created a successful re-engagement campaign then Automate it!

James Bunting

Summary
Understand why subscribers have become inactive or dormant
Unlock the power of your customer lifecycle
Concentrate on building a relationship with recipients over their customer lifecycle

Following the introduction of a re-engagement campaign:

Retain the relationship following the re-engagement campaign
Rates will decrease unless you move to the next level
Re-engagement is just the beginning
Remember to keep testing it works

James Bunting

Connect with us!

www.communicatorcorp.com

@CommCorp

Engage Your Customers – email Best
Practice
Andrew Campbell – Managing Director
Malcolm Clifford - Senior Consultant

19 th April 2012

Agenda

1. Objectives
2. Introduction
3. Preparing for success
4. Winning email programmes

Introduction

We do smart things with data
to help improve your business and

make the right customer

decisions
A marketing consultancy with

analytics
at its heart

Preparing for email Success

• CRM Strategy :
o Brand/Value proposition
o Customer Lifecycle Management/Journeys /Expe
o Multi-channel engagement model :
Push – Broadcast; direct mail; email; ….
Pull – web; social; bricks and mortar
• Data and Systems Architecture
• Technology Toolkit/integration
• Process – Seamless work flows. End user access

Business Synchronisation -Technology Integration - Aut

Smart Recrui
t
emails

Cross/
Engag upsell
e &
/Servi Customer Repeat
ce Insight Purcha
se

Re-
activat
e

Data Got Deeper (and Wider)
• Internal Customer/Product data : • External data sets :
• Channel/media behaviours • Customer e.g.
• Social/ecosystem socioeconomics
• Preference Centre and
demographics
• Surveys incl. qualitative
• Geographical/Loc
• Product/Account ation
• Transactional/Behavioural • Weather
• Stock Prices
• Internal data :
• Pricing/Yield
• Risk/Underwriting
• Operational e.g. availability

Evolution of Customer Touch Points

Channel Mix - Horses for Courses

SM Web/eCommer
S/M ce
MS

Content Got Richer
Centrally Generated Avatar
Referral 3G Phone
Geographical
Locations
Product Guides

*
Apps
*
*
Features/Benefits/Price
Buying Guides/
* Interactive
Votes/ line Help
On
* Product/Price
Configurator

* * *
Product Selection
Polls
* *
Education/ News/Editorial
Price Comparison

Recommendations/
Transactional/
Product Usage
Information FAQs

* * * * * * * Competitions
People Who Bought ..

Promotions/
Instant
BlogsMessaging

Static * * Interactive
Image/Video
Vouchers

Customer
Sharing Blogs

*
User Reviews/
*
User Group/
Special Interest
Group
Ratings

* * Forum
Collaboration Tools
e.g. Travel Wiki

*
User Generated

Data and Systems Architecture
Other
Back End
Front End
Systems
Systems
Digital
Query/Reporti
Ecommer ng CRM
Data
ce
Managem Decisioning
Front End
ent
(Extract, Campaign Content
Transform Manageme Manageme
Other & nt nt
On-line/ Load)
Social
Properties Compositio
n

Email Digital Other
Service Print Comms
Delivery Provide Delive Channe
r ry ls

email Best Practice - Process

Business Process + User Experience
Source : The New email Marketing Review, Forrester, 2010

Delivering Great email Marketing

• Leverage the data
• Personalise the
content
Add
• Triggered Value
programmes
• Enhance the data

Personalised – Timely - Multi-channel

Ascent to true personalisation

Enabler Top ranked product(s) /
s: action(s)
n
io
is at
im
O pt
e Targeting models
h as
r c d el s
Pu o
m
n
tio
ta Customer segment based
en
g m
Se n
/
io
c ut nt
xe onte
E c Basic personal details, last
order etc.

What does it look like?

Content: Requirements:
•Template-style design of •Strong business rules / decision layer
email capability
•Product(s) the customer is •Support for dynamic content regions
from ESP
most likely to buy, individual
to each recipient •Supply of targeting parameters at
individual level
•Images for product selection
•A lot of variables on the email
•Up-to-the-minute prices and •Access to live or copied website
offers content libraries
•Deep links to the relevant •Supply of pricing data or on-line
sections of the website for access to pricing API
simple call-to-action •Dynamic generation of URLs and / or
search parameters appended to the
link

Example 1 – United Biscuits

• The communication was
targeted to engage members
and get inactive members to
transact
• Members were selected for the
reward they stated they were
saving for in the registration
survey
• If no survey was completed, a
• As a consequence of reward was chosen which was
personalising the content, the just above or below the
email had a 55% click rate customer’s points total
compared to 37% for the
control group (who just got a
generic message)
• That’s a relative increase of
49%
• Subsequent customer actions
reversed the underlying
upward trend for levels of
i ti it t b

Example 2 – Travel Client

Open rates reflect initial perceived Click to Open rates indicate the Click Thru rate is the number of
relevance of the email to the relevance of the message to those total click througs, divided by total
recipient based on the subject line who actually opened it (i.e., the delivered, indicating the net impact
and pre-open viewing available in recipient was drawn in enough to of the campaign
browser click on a link for further inquiry or
action)
Travel Client Benchmarks

Timing the email correctly

• Many of the key events happen in the data, and not in the
campaign plan

• When is a customer most likely to purchase?
• Habit, frequency, key purchasing times…

• What customer events do we know of which might affect this?
• Travel dates, expiry, payment dates, birthday, address changes…

• Signs of interest
• Browsing, logon, customer service request, purchase intention…

• Signs it’s not going so well
• Lack of visit, failure to convert, time elapsed since last purchase…

What it looks like

• The ingredients for this type of trigger programme are as
follows:

• A data process which runs daily / weekly / monthly which
calculates models, e.g. propensity score, next best product,
dynamic segmentation

• A data process which runs daily to identify the customers for
contact, and to apply hierarchy / contact rules between trigger
campaigns

• The ability to scale email activity to 5, 10, 20… campaigns per
day
• Scheduling of processes
• Update of parameters via data
• Automated upload / download to ESP

Example 3 - AXA

Segmentation/Personalisation based
•Quote start date
•Age
•Gender
•Marital Status
•Family Status
•Previous Quote

Three month Champion/Challenger t
40 % increase in purchases on-line

Example 4 – Thomas Cook

• We built a microsite and
series of automated e-mails
• Designed around purchase
benefits of core financial
products
• Increased the frequency of
communications without
affecting opens / clicks
through relevance What happened?
• Created the space to market • Over 9x the level of credit
other products card sales vs control
• Modelled purchase • 3x increase in airport lounge
propensities sales
• Sales in all products
• “We were particularly impressed by their innovative approach to the
Integrated website and email
content for a consistent and improved
brief, combining immediate results-driven action with long-term vision. "
relevant message
Angus Porter, Group Strategy Director, Thomas Cook Financial
Services

Enhance the Data Set

• You may have plenty of data, but is it the key data?

• What is the key data you need to know?

• When did you last ask your customers of their needs /
intentions?

• Do you use the answers to drive marketing activity?

• Do you understand and use email interactions at a customer
level?

Completing the loop

Executio Deep survey link
n rules

Open time / date
Which link was clicked Survey
Number of opens /
clicks
Unsubscribes
Database
Customer
preferences
Purchase
intentions
Interests
Opinion /

What you need

• To do this on an industrial scale, it’s most efficient to have API
links to an ESP

• A marketing database to add the data to your existing
customer data

• Business Intelligence tools to use the data to generate insight
and execution rules

• Integration with survey software – although this is now very
commoditised and is easier and cheaper than you might think

• You don’t necessarily need all this things if know someone who already
has them

Example 5 – Hitachi Capital

• Working with Hitachi Capital, we discovered questions the
answers to which indicated a customer was:
• Seven times more likely to purchase a protection product
• Five times more likely to purchase a borrowing product

• For the McVitie’s VIP Club, we know which rewards
consumers were interested in when signing up, and can thus
double the response rate for reactivation emails

• Leading Camping Holiday brand saw simple criteria-based
scoring using (three) key booking propensity variables
collected as part of (incentivised) prospecting campaign beat
the predictivity of the Enquirer Convertor model saving over £
20 K in data and analytical processing costs

Thank you…
Presentations will be emailed to you on Monday
A final thank you to all of today’s speakers:
Kieran Shanahan, DMRI
Stefan Elliot, Six Serving Men
Andrew Campbell, 20:20 Dialogue
James Bunting, Communicator Corp

And our sponsors

We hope you enjoyed today’s session
Presentations will be emailed to you
tomorrow.
A final thank you to all of today’s
speakers:
Kieran Shanahan, DMRI
Stefan Elliot, Six Serving Men
Andrew Campbell, 20:20 Dialogue
James Bunting, Communicator Corp
Please return your completed evaluation forms and badges to
the registration desk we look forward to seeing you again!

DMA North: Email customer lifecycle

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