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Using Social & Customer Data for Greater Email Relevancy

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Online Marketing Institute
Online Marketing Institute

Instructed by Stephanie Miller.

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Customer Connections: Using Social & Customer Data for  Greater Email Relevancy Stephanie Miller VP, Email & Digital Services, Aprimo @StephanieSAM Email Focus Week
© 2010 Aprimo, Inc. Trusted provider of integrated marketing software for marketers and  their extended marketing communities
Email ROI  Puts  Stars  In Our Eyes
6
7 The Inbox is Fragmenting.
8 Engagement is the new metric to watch.
9
Subscriber Covenant 10
The Truth.
Typical Email Marketing Stream 12 Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?
Lifecyle‐based Email Marketing 13 Welcome!  We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?
14
Message Person Time Every time.
Wherefore Art Thou Data? Customer Email Responses Call Center Sales Team Database Online
Multi Channel Synergy:  Dream or Reality? Social Media Micro-segments Customer Preferences Test & Learn Behavioral Targeting Dynamic email templates Best Practices Campaign Analysis Mobile Strategies WHAT’S NEXT? Data IntegrationAutomation Triggered Dialog
Assess Your Own State of State
Readily Available Opportunities Data Source Connect Purpose Measure Purchase data Transaction  engine To web content  engine and  email program Increase revenue Sales Web Session  Length Web tracking  (Google  Analytics,  Omniture) To lead  nurturing  campaigns Improve relevancy and  timing Response rates  by segment Visitor Tracking Advanced Web  Tracking  (Omniture) To web content  engine and  email program Improve  relevancy Conversion to  the next step Social Influence ‐ Counts Services (Twitter,     Facebook,  Linked IN) To email  program Attribution  and Impact of  email Rise in social  activity Social Influence  – Affinity Social listening  tools (Radian6, Flowtown) To all outbound  communications Speak the  language of a  community Response rates  by content type
Social Data: Value? • Listening • Activity • Aggregate • Membership • Interest • Affinity • Influence • Behavior • Community
Social Data & Email Connectors Unique identifier Recency Relevancy Unique identifier Dynamic Content Tracking
Have a Purpose
24
1. Audit Data Sources
Mobile Collection
Mobile Collection
Mobile Stand Out
Mining for Behavioral Data Test1 Test2 Test3 0.36% 2.40% 0.54% 0.08% 0.35% 0.05% Response Rates Behavioral Targeting Demographic
Allow Customers to tell you… Self Reported Demographic 1.0% 0.1% Conversion Based on Targeting
2.  Translate Info into Data
Lifecycle Email
Lifecycle Email
missHinterland =  mhntlnd233@aol.com Append record>> YES SHOES Twitter Tracking
Sale on Saturday Tweet on  Tuesday Track Influencers Thank Influencers Tweet Next  Event Celebrate  Influencers  via Email Influencer  Email Offer 
Personally Social
3. Model & Prioritize
Lifecycle Email
Preference Driven
Reviewer Influence
4. Test Segmentation
Use What  You Know
5.  Lather, Rinse & Repeat
Just get started!
Questions For  a copy of this deck, just email  Stephanie.Miller@Aprimo.com or @StephanieSAM

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