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tansygoobertownInternet and Web Development

Dec 8, 2013 (3 years and 6 months ago)

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Keep in Touch:

E
-
mail as a

Lifecycle Management Tool

Name, Title, Company

Name, Title, Company

2

Session Description


Dell's US consumer division sends over 40 e
-
mails per month and
understanding the customer lifecycle is integral to their success.


In this session, the head of the Dell US Consumer e
-
mail program
explains how e
-
mail plays a key role in the customer lifecycle,
addressing key milestones along the customer's purchase path.


Learn how to outline steps to take meaningful action on your data
and increase e
-
mail relevance by developing a comprehensive view
of the customer lifecycle.


Discuss the benefits of implementing a robust test plan that includes
customer segmentation and e
-
mail content.


3

Agenda


2009



The year of Customer Retention


How
Dell

turns a customer behavior into a 3 month conversation


6 Steps

to Launch a Successful Relevant Trigger

4


2009


The Year to be Focused on
Customer Retention



Consumers:
Savvy, online users are more willing to opt
-
out to marketing
messages that don’t provide value beyond a promotion


70% have opted out at least once in the past six months



Marketers:
In an economy where consumer confidence and top
-
line growth
is low, marketers must act quickly to become relevant to differentiate
themselves with new customers and retain their current



Engagement and lifecycle targeting becomes a significant focus for
many marketers


38% of marketers believe that customer engagement is about increasing long
-
term customer value, while 34% said that it is about increasing value delivered to
the customer

*Forrester Research, Inc. Please Don’t Go! Engage e
-
mail Subscribers At Risk Of Opting Out, by Julie M. Katz, 2008

**E
-
consultancy / cScape Third Annual Online Customer Engagement Survey Report Copyright © E
-
consultancy.com ltd 2008

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Consider the Power of One More


What would it mean if we could get an existing,
already active, already engaged customer to…

Buy one more item?

Add one more trip?

6

Relevance Tactics Deliver

Source: The Road to Relevance, Exploring Effectiveness of Integrated Marketing

January 17, 2007 "Copyright © 2000
-

2007 JupiterResearch, LLC."

7

Source: JupiterResearch 04/05, JupiterResearch Executive Survey, 3/05, n=250 (US only)

Undifferentiated Identity

(Broadcast Mailings)

Quasi Personalization

(Segmented Campaigns)

Context

(Targeted

Campaigns)

Roughly

24% of the
market

Roughly

65% of the
market

Roughly

11% of the
market

1

3

2

Relevance

The Relevance Pyramid

8

4%
7%
9%
10%
24%
46%
0%
20%
40%
60%
80%
100%
Other
Have scheduled upload of assets through
FTP drop
Have complete integration of e-mail
application with our content management
system
Send e-mail with content assets to our e-mail
service provider or agency
Manually create content in e-mail marketing
application
Manually upload assets to e-mail application
Percentage of E
-
mail Marketers

Question: How do you most often
work with content assets (e.g.,
images, editorial content) when
producing e
-
mail marketing mailings?
Select one.

© 2007 JupiterResearch, LLC.

Source: JupiterResearch/ClickZ E
-
mail Marketing Executive Survey (3/07), n = 630 (e
-
mail marketers, US only)

Little Presence of E
-
mail Content Integration

Raises Costs and Stifles Strategic Initiatives

9

Lack of Core in Content Management Application
Features Further Impedes Content Efficiencies

13%
6%
12%
15%
15%
20%
20%
23%
30%
36%
0%
20%
40%
60%
80%
100%
None, we have no challenges
Resizing images
Ability to leverage previous e-mail mailing
Provisions for multiple-person production
process
Ability to leverage existing content assets
Importing content into our e-mail application
Working with dynamic content
Excessive time needed to work with content in
our application
Proofing and approving content in our mailings
Enough staff to develop multiple mailing versions
Percentage of E
-
mail Marketers

Question: What are the top three
production challenges when
building e
-
mail marketing
mailings? Select up to three.

© 2007 JupiterResearch, LLC,

Source: JupiterResearch/ClickZ E
-
mail Marketing Executive Survey (3/07), n = 630 (e
-
mail marketers, US only)

10

Dell on Direct Marketing


Dell was the pioneer of the direct model


A critical key to success


One of the largest US catalogers



Direct Model allows for close interaction with customers


What do they need and want?



Direct mail approach was adopted when Dell’s
Consumer E
-
mail program launched


While Dell still sends weekly promotional mailings to all subscribers, it
has turned its focus to communicating via relevant messages

11

Program Overview


Dell US Consumer sends out approximately 40 e
-
mails/month



Segmentation


Customers who have purchased 0
-
6 months


Customers who have purchased 6+ months


Prospects



Targeted promotional campaigns


Newsletters


General and Gaming


Product Launch e
-
mails


XPS Branded e
-
mails



Focus to make promotional e
-
mails more relevant


Enhanced segmentation: Active vs. In
-
active


Testing different communications to In
-
active audience


Dynamic content template

12

Subscriber’s Lifecycle

Welcome e
-
mail

Daily Trigger

90 Day Post
Purchase Program

Did You Forget?

Newsletter

Incremental

Reactivation
Trigger

System
Anniversary

Saved Cart

Wish List

Ratings & Reviews

Preference
Center

Browse to Buy

Order Shipped

Order
Confirmation

Order
Acknowledgement

Days of Deals

Acquisition

Inspiration

Active

Shopping

Purchase

Post

Purchase

Continue
Engagement

Create Buzz

13

Capitalizing on Customer Behavior

NB

DT

E&A

Solutions
-
T

1
-
3

4
-
5


Order

Acknowledge











Order

Confirmation












Shipment

Notice





DFS letter

(new

account)


~5

Welcome

7
-
10

Receive box


Welcome

Kit


14

Welcome


Receive box


DIB







Welcome

Kit

E
-
mail

DYF

Select Customers

DYF

28

35






Ratings


Reviews




DYK
-
T










Services

Outbound




DYK
-
E








Ratings


Reviews




New
Vehicles

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Services


42

Solutions
-

E



















Monthly DM

(customers

w/o E
-
mail

address)





DYK
-
E









E&A

Solutions

Catalog






49

56

63


DYK
-
T






DYK
-
E





70

77

84

90

Solutions
-

E



















Monthly DM

(customers

w/o E
-
mail

address)

Solutions
-

T

DYK
-
T

DYK
-
T

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-
mail

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-
mail

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-
mail

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-
mail

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mail

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mail

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mail

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mail

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mail

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6 Steps to Relevance


Relevant triggers require the right combination of data, marketing
expertise, content management, project management / workflow,
technology, resources, methodology and implementation.



6 Key Steps


Step 1: Develop a Lifecycle Roadmap


Step 2: Confirm the Key Data is Available


Step 3: Define Business Rules


Step 4: Establish Production Process


Step 5: Test


Step 6: Automate

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Step 1: Develop a Lifecycle Roadmap


Create a lifecycle roadmap encompassing your current contact
strategy



Identify all opportunities for additional communications



Start with the easiest campaigns to launch and then move to the
more complex



Plan to launch a new trigger every 2 to 3 months provided you have
resources to execute

16

Step 2: Confirm the Key Data is Available


What (images, text, etc) do you want to dynamically populate
into the creative template?



Is the required data available?



What is the source?



Is the data easily transferable to e
-
Dialog?

17

Step 3: Define Business Rules


What qualifies the subscriber for the trigger?



How many versions will you need to execute your strategy?


Define content and publishing rules



How often will you mail the trigger?



Develop suppression strategy to ensure the subscriber isn’t
getting over mailed.

18

Step 4: Establish Production Process


Do you have the necessary resources to implement a new trigger?



Will it require your production process to be revised?



Will it require re
-
use of images / offers / messaging? If so, a content
management system may be necessary.



Develop relative, impactful creative!

19

Step 5: Test


Define KPIs for measurement



Develop a testing strategy based on KPI’s



Engagement metrics are often used to measure relevant triggers



Continue to review the metrics on a monthly and quarterly basis

as you introduce new triggers

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Step 6: Automate


Automation is key, it allows many triggers to run simultaneously



Re
-
visit suppression strategy each time a new trigger is introduced



Use KPIs to benchmark trigger program

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6 Proven Trigger Programs


Across e
-
Dialog’s 100+ clients, the following

6 behavior
-
based triggers deliver the most

ROI and engagement


1.
Welcome trigger

2.
Abandoned shopping cart trigger

3.
Non
-
responder trigger

4.
First
-
time buyer trigger

5.
Birthday or anniversary trigger

6.
We miss(ed) you trigger

22

Thank You!


For more information on the

Relevance Trajectory methodology, visit





at
Booth 210

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