NARANJA X - Business Case Capsules
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NARANJA X - Business Case Capsules
- 1. © 2022 Validity, Inc. All rights reserved. Email Marketing Cómo utilizarlo para destacarse frente a sus clientes – El case de Naranja X Presentado por Thiago Catino y Juan Pablo Pascual
- 2. Thiago Catino Gerente de Customer Success (LATAM),Validity © 2022 Validity, Inc. All rights reserved. 2 Juan Pablo Pascual IT Manager – Engagement & Personalization, Naranja X
- 3. Sinopsis de Validity Nuestras creencias • Las empresas funcionan mejor y crecen más rápido si cuentan con datos precisos que les permitan aumentar la interacción con el correo electrónico y la productividad de los datos • Cuando puedes confiar en tus datos, puedes focalizarte en los clientes, captarlos y convertirlos de una manera mucho más eficaz que antes Crecimiento y expansión • Más de 10.000 clientes • Sede en Boston y con oficinas en Tampa, Denver, Londres, Sídney, París y San Pablo • Más del 40% de crecimiento interanual • Más de 400 clientes en América Latina: OXXO, Grupo Coppel, Privalia México, Volkswagen México, Toyota, Despegar, NaranjaX... © 2022 Validity, Inc. All rights reserved. 3
- 4. © 2022 Validity, Inc. All rights reserved. 4
- 5. © 2022 Validity, Inc. All rights reserved. 5
- 6. © 2022 Validity, Inc. All rights reserved. 1999 2009 2010 2020 Everest surge a partir de la combinación de las fortalezas de ReturnPath, BriteVerify, 250ok y MailCharts. Concentra en una plataforma poderosa y unificada más de 20 años de experiencia en marketing por correo electrónico y el aprendizaje continuo de miles de clientes. Creación de BriteVerify Nace en Charlotte, Carolina del Norte, la solución de correo electrónico y verificación de contactos más antigua del sector. Creación de 250ok Nace en Indianápolis, Indiana, la solución de optimización y análisis de entrega de correo electrónico líder. Lanzamiento de la plataforma Everest La plataforma de correo electrónico más poderosa para el éxito de los profesionales de marketing. Creación de Return Path Se crea en la ciudad de Nueva York, Nueva York, la empresa de entregabilidad de correo electrónico más grande del mundo. 2013 Creación de MailCharts Se crea en la ciudad de Nueva York, Nueva York, la revolucionaria herramienta de planificación de campañas para el profesional de marketing. 6
- 7. Una historia de evolución
- 8. © 2022 Validity, Inc. All rights reserved. 8 +
- 9. © 2022 Validity, Inc. All rights reserved. Más de 5 MM clientes 170 Sucursales. Una red de 200.000 comercios que aceptan Naranja X Más de 10 millones de tarjetas habilitadas +3.000colaboradores. 9 Dos centros de desarrollo, en Córdoba y Buenos Aires
- 10. La importancia del canal de email © 2022 Validity, Inc. All rights reserved. 10
- 11. © 2022 Validity, Inc. All rights reserved. 11
- 12. © 2022 Validity, Inc. All rights reserved. 12
- 13. ¿Por qué el correo electrónico es tan importante para Naranja X? © 2022 Validity, Inc. All rights reserved. 14
- 14. © 2022 Validity, Inc. All rights reserved. • +81 millones de comms/mês • 68% son emails • 40% transaccionales • 60% comerciales/marketing • 24% push notifications • 8% SMS RATES PROMEDIO • OR • Comercial: 29.8% • Transacional: 45% 15 VOLUMEN
- 15. © 2022 Validity, Inc. All rights reserved. 16
- 16. © 2022 Validity, Inc. All rights reserved. 17 • Data, Data, Data... • Content • Skill set de colaboradores • Técnico • Legales • Contenido • Datos • Marca • Asegurar deliverability
- 17. © 2022 Validity, Inc. All rights reserved. 18 claves Equipo Metas Modelos estratégicos y operacionales Tech Stack
- 18. © 2022 Validity, Inc. All rights reserved. 19 • Enfoque y metas • Aumentar la participación en ventas digitales. • Mejorar la experiencia del usuário a través de la personalización. • Incrementar la eficiencia operativa a través de procesos de Automatización. • Acelerar la experimentación. > Aumentar el nivel, desafiar las estructuras Martech Marketing Personalización A/B Testing Desarrollo Gerenciamento de datos Automación Herramientas de marketing Aumentar el nivel
- 19. © 2022 Validity, Inc. All rights reserved. 20 PAID MEDIA ENGAGEMEN T SE O ANALITIC A CR O BRAND Adobe Campaign - Engagement Adobe Audience - DMP Adobe Target - Motor Perso Core Notification
- 20. © 2022 Validity, Inc. All rights reserved. • Sistema centralizado para envío de mensaje al cliente • Core Notifications presenta funcionalidades que permiten uma mejor Administración de los datos mensajes a los clientes
- 21. 22 Consejos para mejorar el programa de email marketing © 2022 Validity, Inc. All rights reserved.
- 22. Thiago Catino Gerente de Customer Success (LATAM),Validity © 2022 Validity, Inc. All rights reserved. 23 Juan Pablo Pascual IT Manager – Engagement & Personalization, Naranja X
- 23. Muchas gracias! © 2022 Validity, Inc. All rights reserved.
Notas del editor
- Key takeaway: Validity believes businesses run better and grow faster with accurate data. When you can trust your data, you are more effective as a company. Sample talk track: •Validity believes businesses run better and grow faster with accurate data that enables them to increase email engagement and data productivity. •When you can trust your data, you can target, engage, and convert customers more effectively than before. •We have thousands of customers and a global presence, and have been continuing to grow since our inception in 2018. •To support our goal of giving all our customers the confidence to Trust Your Data, we’ve brought together several companies with decades of experience in these areas.
- NOTE TO PRESENTER: This slide is best used when talking to higher-level prospects/customers more interested in the larger Validity picture and how we might be a longer-term partner. Key takeaway: Validity and our portfolio of products is trusted by leading brands across many different industries. Sample talk track: (Call out customers most relevant to their industry and size. If you have a relevant case study or testimonial, this is a good time to tell that story.)
- NOTE TO PRESENTER: This slide is best used when talking to higher-level prospects/customers more interested in the larger Validity picture and how we might be a longer-term partner. Key takeaway: Validity has a solution portfolio aimed at optimizing your organization’s go-to-market motion, both on the marketing campaign side and on the data management side Sample talk track: At Validity, we believe businesses run better and grow faster with accurate data that enables them to increase email engagement and data productivity. When you can trust your data, you can target, engage, and convert customers more effectively than before. Because of that belief, we’ve put together this set of data and email marketing solutions aimed at optimizing your organization’s go-to-market motion: The left side is focused on your customer data. -GridBuddy Connect is the data productivity solution that keeps your team more focused on growing your business than updating your data. -DemandTools is the secure data quality platform that ensures your data remains your most valuable asset. -BriteVerify is the industry’s longest standing contact verification solution so you can build and maintain an actionable database, reach more people, and communicate more effectively. The right side is focused on your marketing campaigns. -MailCharts is the campaign intelligence tool that gives you industry insights and inspiration for your campaign development and planning. -The Everest email success platform aids you from initial campaign development, through its delivery and execution, and finally in measuring performance… which then acts as input into your CRM, feeding your data quality initiatives.
- NOTE TO PRESENTER: This slide is best used when talking to people who are familiar with the email marketing industry and might recognize brands like Return Path and 250ok Key takeaway: Validity and our portfolio of products is trusted by leading brands across many different industries. Sample talk track: At Validity, we believe businesses run better and grow faster with accurate data that enables them to increase email engagement and data productivity. When you can trust your data, you can target, engage, and convert customers more effectively than before. Because of that belief, we’ve put together this set of data and email marketing solutions aimed at optimizing your organization’s go-to-market motion: The left side is focused on your customer data. -GridBuddy Connect is the data productivity solution that keeps your team more focused on growing your business than updating your data. -DemandTools is the secure data quality platform that ensures your data remains your most valuable asset. -BriteVerify is the industry’s longest standing contact verification solution so you can build and maintain an actionable database, reach more people, and communicate more effectively. The right side is focused on your marketing campaigns. -MailCharts is the campaign intelligence tool that gives you industry insights and inspiration for your campaign development and planning. -The Everest email success platform aids you from initial campaign development, through its delivery and execution, and finally in measuring performance… which then acts as input into your CRM, feeding your data quality initiatives.
- Nacimos hace 37 años, como un emprendimiento. Nos convertimos en una tienda de deportes líder, Salto 96. Evolucionamos y nació Tarjeta Naranja, la tarjeta de crédito más elegida del país. Con el tiempo, nos transformamos en una plataforma masiva de acceso a productos y servicios financieros. Hoy, somos Naranja X, y acompañamos a millones de argentinos en el uso cotidiano de su plata.
- NOTE TO PRESENTER: at this point, your introductory conversation can go in one of three ways: 1)You confirm what you already know about the prospect’s issues based on the SDR qualifying call. Turn this into a separate text slide, and summarize what you’ve heard – and save the prospect from having to repeat themselves. 2)You don’t know the prospect’s issues and need to dig further. Get the prospect talking about their problems. You can unhide this slide and use it as a placeholder, and move through the next few slides to help them articular their issues. 3)The prospect doesn’t know enough about deliverability to articulate the issues, and you need to do some education. You can go straight to the next few slides and frame the problem for the prospect so they understand what they’re facing.
- Key takeaway: If you’re like many email senders, you run into questions and problems like these, and don’t immediately know what to do to solve them. Sample talk track: Is your marketing team asking questions like these as you look at your email performance? To be successful in the email channel, marketers truly need to do everything they can to optimize their programs. But where are the answers? If you’re relying strictly on your ESP’s metrics for the story (like open and click-thru rates), then you may be missing critical visibility into inbox placement. If you’re spending too much time trying to navigate multiple solutions to understand what’s important, then you are losing valuable time, money, and customers. Here are some examples key industry benchmarks that tell you that you’re not alone: -Teams spend 80 hours/month creating and executing emails campaigns. Without the right visibility and insights, this time is being spent creating campaigns that may not be optimized for your audience. -85% of emails aren’t opened because they are likely be buried in an overcrowded inbox. -98% of emails don’t get a click through. Without a click, you can’t drive conversions. -30% of contact databases churn every year due to the aggregate of bounces, opt-outs, complaints and inactive suppressions. The ability to manage these negative metrics and reduce list churn is critical to protecting your sender reputation and generating results. Source: Stats are pulled from industry benchmarks from Hobson ROI research study based on Validity’s data and conversations with marketers.
- Key takeaway: With email volumes up, filtering algorithms tightened, and recipients becoming more discerning, it’s harder than ever to reach your customers and prospects. Sample talk track: As a result of the COVID-19 pandemic, we've seen a significant shift in how companies use email to communicate with customers and prospects and how recipients engage with email. •With a heavier reliance on digital channels, global inbox volume nearly doubled (94%) from the prior year making inboxes far more congested. •With more email being sent, mailbox providers have tightened their filtering algorithms to help protect their users from unwanted mail which has made it more difficult for senders to reach the inbox. We've seen a 9% drop YoY in inbox placement rates. •Due to increased inbox volumes, recipients have become more selective in the mail they engage with, resulting in lower open and click rates, 5% and 4% drops. Because of these shifts, it’s more challenging than ever for senders to engage their recipients in the inbox. Have these shifts caused noticeable impacts to your email program? Are you experiencing similar dips in inbox placement and engagement rates? How have you and your team responded? Source: these stats are pulled from Validity email data. Comparing March 2021 to March 2020. With the largest email data network in the industry, Validity has the data to provide a comprehensive and accurate view of the email ecosystem.
- NOTE TO PRESENTER: at this point, your introductory conversation can go in one of three ways: 1)You confirm what you already know about the prospect’s issues based on the SDR qualifying call. Turn this into a separate text slide, and summarize what you’ve heard – and save the prospect from having to repeat themselves. 2)You don’t know the prospect’s issues and need to dig further. Get the prospect talking about their problems. You can unhide this slide and use it as a placeholder, and move through the next few slides to help them articular their issues. 3)The prospect doesn’t know enough about deliverability to articulate the issues, and you need to do some education. You can go straight to the next few slides and frame the problem for the prospect so they understand what they’re facing.
- Thiago - ¿Cual es la importancia del canal de email para ustedes?
- Thiago - ¿Cuales son los principales retos que tienen con el canal de correo y cómo abordarlos? Here we talk about the challenge that we have have in terms of User experience, how to recrete the offline experience on a digital environment, with existing customer used to be very close to people in our branches.
- Thiago - ¿Cómo utilizan el correo para se comunicar con sus clientes?
- Thiago - ¿Cuales son los cuidados que tienen con sus IPs y dominios para garantizar que los correo que envían tendrán resultado?
- Thiago - ¿Qué consejos das a las empresas que quieren desarrollar y mejorar su programa de email marketing?