8. Right Time Messaging Programs at IHG Proprietary and Confidential | Right Time Campaigns Batch Campaigns Core Transactional Priority Club Rewards Communications Lost Pin Loyalty Stay Related Brand Messaging Confirmations, Pre & Post Stay Newsletters Lifecycle Triggers Ad-Hoc Welcome, Win-Back Business to Business Non-Member Core Promotions Hurdle
9. Why Right Time? “ … event-triggered techniques will see a 600% higher response rate…” Results: Click Thru Rate: 200% lift of general promotional offers Conversion: 300% lift over general promotional offers
11. Getting to Right Time: Step 1, Lay the Foundation Proprietary and Confidential | Marketing needs a system of record: The Marketing Technology Backbone A technology infrastructure that supports an integrated approach to marketing strategy, development, delivery, and measurement – across the marketing mix.
12. The Pay-Off Proprietary and Confidential | Subscription System for Inventory Alert Program Inventory Management System Integration to Trigger Email Conversion Integration and Tracking “ This triggered email campaign is our best converting email by far outpacing any of our other email campaigns batch, triggered or transactional by a factor of 15 or more.”
13. Step 2: Define Customer Lifecycle and Engagement Proprietary and Confidential |
14. Step 3: Right Time Contact Strategy Proprietary and Confidential |
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Notas del editor
According to Gartner’s recent report, “Top Seven CRM Marketing Processes for 2011,” marketers can expect a 600% lift in performance over outbound campaigns by leveraging event-triggered tactics. That sounds great, but where do you start? This lively breakfast session will teach you the steps and strategies you need to run an effective right-time email marketing program. From building the case internally, to technical and tactical considerations, learn how to evolve your email marketing programs in a way that significantly boosts your program performance and impacts your bottom line.
Jai-I will walk through agenda
Jai-I will talk to this slide
Jai, I like this as motivation for moving to Right Time messaging and How RTM relates to why consumers subscribe. I will walk through these.
Jai, would be great if you could comment here as well. Maybe provide high level color to the performacnce of Right Time programs vs. Batch, that is after all the overall theme of the session.
Before and After
Introduction: This is the first impression the consumer is getting of the brands email program. If we miss the opportunity to set proper expectations and establish trust the relationship (and customer lifecycle is doomed). The Introduction phase of the lifecycle includes welcome messages, preference centers, etc. (welcome programs, preference centers, surveys, etc.) Development: A single purchase or subscription does not mean a brand has established a relationship with a consumer. Relationships develop as trust is built and credibility is earned. This state of the lifecycle focused on building credibility between the brand and the consumer. In this stage of the relationship relevance is key to driving a culture of value and overall engagement. Only after executing in this stage of the customer lifecycle can programs increase performance in a predictable and meaningful way. (Editorial content of value, education on products and services that add value to relationship, Tips and tricks/how to’s related to the product or services relationship, etc.) Growth: Now that we have earned the trust of our subscribers and developed a more meaningful relationship we can leverage that work to increase the value of each subscriber/customer in the email database. The Growth phase focuses on increasing the lifetime value of each member of the database. (Browser Based Targeting, Data Attribute based targeting, cross-sell, transactional message optimization, etc.) Advocacy: The social web has extended the customer lifecycle into each customers social graph. AS businesses invest in relationship development with consumers and grow their lifetime value, they can identify their best customers and focus on turning them into vocal brand advocates on the social web. (Influencer Programs) Re-Engagement: Despite best efforts to deepen the customer relationship, some consumers will eventually tune out your program. Create exciting and compelling campaigns that re-engage a portion of this group. (Re-Engagement, win-back, etc.)
Who has a unique contact point or lifecycle trigger that can drive their business or communciation
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