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Maintaining a Healthy Database in a Sick Economy Billy Conway - Group Director

So what is healthy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Understand Current Health ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sources of E-mail Acquisition Percentage of Marketers Using Acquisition Tactic Level of Satisfaction Paid search Call center Co-registration E-mail list rental In-person/store event Sweepstakes Newsletter sponsorship E-mail append Own site registration Not Satisfied Very Satisfied Source: JupiterResearch/E-Rewards, Inc. E-mail Marketing Executive Survey (5/06), n = 253 (e-mail marketers, US only) We would also add transactional email to this list!

Key Acquisition Points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Acquitention Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Terms and conditions

Fresh ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Data Lifecycle Consumer engagement (time) 3rd party data Customer data Useful data Prospect Established relationship

Why Segment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Expensive Inexpensive Operationally complex Operationally easy No 2 messages alike Spray & Pray

Data Lifecycle by type Quality of Relevance Knowledge Around Preferences (or Availability of Data ) E-mail Data (Soon) Web Click Data Profile Data (perhaps) E-mail Data (Perhaps) Web Click Data Profile Data First Conversion E-mail Data Web Click Data Profile Data First Conversion Few More Conversions E-mail Data Web Click Data Profile Data First Purchase Few More Purchases A Lot More Purchases Phase 1 (Leads) Phase 2 (One-Timers) Phase 3 (Mid/Low RFM) Phase 4 (High RFM) ,[object Object],[object Object],[object Object],[object Object],Third-party sourced data Third-party sourced data

Some Data Acquisition methods ,[object Object],[object Object],[object Object]

Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],The Marketer’s challenge

Complex Considerations How should we best address these behaviors? In what circumstances should we E-mail this person? With what message or offer? Register Browse Checked Golf and Tennis Nike SQ Driver Click Presentation Layer Scoring Layer Behavior Layer Nike Golf Shoes Golf Tennis Golf Tennis Golf Tennis $$$ Nike $$$ Nike 50% 50% 70% 30% 80% 20% 100%

Quick Behavioural Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Engaged Openers Clickers Unengaged Flirting Gone Clicks 0 1 2-3 4-7 8+ 0 1 2 3+ New Not opened last quarter either Opens

Purchase Engagement ,[object Object],[object Object],[object Object]

Save, learn or reactivate ,[object Object],[object Object],[object Object]

Recap - Databases are: ,[object Object],[object Object],[object Object],[object Object],[object Object]

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