5 Ways to Increase Email Engagement and Revenue with CRM Data
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Learn how CNET, the world's largest and most trusted tech media source with more than 100 million unique users, uses their client data to deliver personalized email content and advertising to increase engagement and drive real revenue.
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5 Ways to Increase Email Engagement and Revenue with CRM Data
- 1. 5 Ways to Increase Engagement and Revenue with CRM Data
- 2. Dave Hendricks President LiveIntent @davehendricks @LiveIntent Diana Primeau Director, Member Services User Engagement Team CNET @CNET Brian Banks Account Director BlueHornet @bluehornetemail
- 3. Realize Your Email Potential Create and deploy sophisticated, multi-tiered email marketing programs faster with BlueHornet. Our unique combination of enterprise-scale email marketing solutions and award-winning services will ensure your email marketing program is a success.
- 4. The LiveIntent platform makes it possible for you to acquire, reach and re-engage existing subscribers. We’ve aligned with key partners, like BlueHornet, to ensure our mutual clients maximize their investment in email marketing programs. BlueHornet & LiveIntent
- 5. CRM Data: A Crash Course
- 6. What is CRM Data? CRM Data: Any proprietary data about your customers Key data includes: • Buyer history • Email addresses • Data from surveys • Phone numbers • Web browsing behavior • Interaction history • Purchase history • Membership segment
- 7. What can CRM data tell you about your subscribers? What, where, when and how subscribers are engaging with your brand across multiple channels: • Are they socially active? • How often are they on your site? • How many pages are they viewing? • Time of visit/page visits • Are they part of your loyalty program? • What have they purchased? Where? • How often do they buy? • What is their lifetime value?
- 8. Why is an email address the most important data point? Age Gender Time of DayLocation Browser Category
- 9. 5 Ways to Increase Engagement & Revenue with CRM Data
- 10. CONTROL + SEGMENTATION CONTROL 1. Maximizing Site Traffic & Revenue EMAIL
- 11. 1. Maximizing Site Traffic & Revenue EMAIL jack@emailaddress.comjill@emailaddress.com
- 12. 2. Delivering Personalized Content EMAIL
- 13. 3. Acquiring New Customers (While Suppressing Existing Ones) Case Study: The Grommet Goal: Grow customer base by converting newsletter subscribers into active, engaged customers. Solution: Reach and acquire subscribers with a predisposition to open and click. Served ads in outside, reputable brands and optimized using LIPS to reach subscribers with the highest interest in The Grommet’s messaging. Example here ADS
- 14. 3. Acquiring New Customers (While Suppressing Existing Ones) ADS
- 15. 4. Onboarding New Customers EMAIL BY EVENT BY LANGUAGE
- 16. SUBJECT LINE: NEW WEARABLE TECH THAT KEEPS YOU SAFE 5. Re-engaging Inactive Subscribers EMAIL
- 17. 5. Re-engaging Inactive Subscribers EMAIL Brian
- 18. 5. Re-engaging Inactive Subscribers Using a secure email hash, LiveAudience can match customer email segments across 750+ publishers that increases performance post-click by 2-3x, including site activity and click-to-conversion rate Use Cases: - Low open rates - Need to increase offline sales - Inactive subscribers EMAIL
- 19. BlueHornet is LiveIntent LiveCertified This means BlueHornet clients can add LiveIntent’s HTML LiveTags to their templates within the BlueHornet platform to start monetizing their emails, just like CNET does today.
- 20. Learnings 1. What CRM data is and what it can tell you about your subscribers. 2. Why an email address is the most important piece of data you can have. 3. How to leverage CRM data to improve everything from acquisition to segmentation. 4. The importance of suppressing current subscribers while acquiring new ones. 5. The benefits of having an onboarding program and how to win-back inactive subscribers. 6. How the largest tech sites uses their CRM data to improve email engagement, re-engagement + drive real revenue.
- 21. Dave Hendricks President LiveIntent @davehendricks @LiveIntent Diana Primeau Director, Member Services User Engagement Team CNET @CNET Brian Banks Account Director BlueHornet @bluehornetemail
- 22. Realize Your Email Potential Contact us for a free demo today! BlueHornet.com I 866-586-3755 I sales@bluehornet.com
Hinweis der Redaktion
- KIM: Welcome & intro script
- KIM: Intro everyone, turn to Brian Brian Banks leverages over eight years of experience in the digital marketing space to provide strategy and tactics to clients looking to grow and optimize their email programs. He enjoys the collaborative nature of his role, working side by side with BlueHornet client marketing teams to achieve maximum success. When not at work, you can find Brian on a trail or on the beach with his wife and four children, or in his studio garage, writing and recording music. Dave Hendricks is the President of LiveIntent, where he devises corporate strategies and tries to simplify marketing language. Before growing LiveIntent, Dave was Executive Vice President of operations at PulsePoint (then known as Datran Media), where he worked alongside LiveIntent CEO Matt Keiser and ran Datran's ESP StormPost (now known as PostUp). He was a member of the founding executive team at ExperianCheetahMail and began his email adventure at Pioneering ESP MessageMedia. Dave was named one of Business Insider's 'Top 100 technologists' in 2011 and Alley Watch named him one of 15 people 'changing advertising' in 2014. Diana Primeau is the Director of Member Services Audience Developement at CNET, the #1 source for researching tech and consumer electronics and the world's largest and most trusted tech media source for news, reviews and downloads with more than 100 million unique users. Primeau brings decades of experience to CNET, where she leads a cross-functional team that drives site engagement, increases subscription conversions, maximizes social and traditional email registration, and manages email lists comprised of millions of unique visitors. Prior to her ten years at CNET she was Vice President of Cross Product Initiatives at Macromedia.
- BRIAN
- DAVE We don’t deploy our clients’ email – but that doesn’t mean we don’t want their campaigns to be successful. Our ads don’t cause deliverability issues. Putting ads in your email is a natural thing. Everyone who sends email is including ads - whether they call it that or not…programmatically or content. We use CNAMEs to wrap links - makes links look like a first-party link.
- DAVE
- DAVE CRM description Talking points to position this webinar as 5 ways you can use your CRM data to increase engagement and revenue.
- BRIAN When / Where / What / How they engage with your brand across a variety of channels How integrated your brand is in their daily life – are they socially active, how often are they on your site, do they have your app, are they part of your loyalty program Plus, all the data points associated with the above Purchase Data – Items they purchased, where they purchased (online / in store), Lifetime Value, etc. All of these pieces allow you to segment and create relevant, personalized experiences that encourage engagement and conversions
- DAVE – Email address connects you to everything. It is unique to the individual, so can be used as a proxy for building a singular customer profile, as well as an addressable ID by which to leverage that data – both in first and third party media ie – banner ads and email marketing.
- BRIAN
- BRIAN Leveraging CRM data to learn what subscribers like to click on and driving more site traffic. By understanding what your subscribers gravitate towards, you can provide similar or related content to increase the … Good examples: CNET – leveraging browse and click behavior to inform content… For CNET, if the subscriber is clicking and reading articles on Wearable Technology, they will be provided more Wearable content DIANA More traffic back to the site More ad impressions More revenue How CNET implements Testing new ideas like adding ads to newsletters before rolling out; Tagging and measuring the customer site journey
- BRIAN Leveraging CRM data to learn what subscribers like to click on and driving more site traffic. By understanding what your subscribers gravitate towards, you can provide similar or related content to increase the … Good examples: CNET – leveraging browse and click behavior to inform content… For CNET, if the subscriber is clicking and reading articles on Wearable Technology, they will be provided more Wearable content DIANA More traffic back to the site More ad impressions More revenue How CNET implements Testing new ideas like adding ads to newsletters before rolling out; Tagging and measuring the customer site journey
- BRIAN Personalization is no longer a “nice to have” it’s an expected “must have” Recent Consumer Views states that over 50%(?) consumers expect brands to provide personalized marketing So, as a marketer, we have to leverage all of the explicit and implicit data available to us to bring the personalized content to subscribers when and where they are most likely to engage or convert This means segmenting accordingly – quick and easy approach Purchasers and Non Purchasers. Or, if that’s not your conversion metric, Engaged versus Un-engaged After segmenting, develop the content for the appropriate segments DIANA Speak to examples and outcomes shown
- DAVE - Using CRM data from current subscribers to build models for targeting acquisition campaigns
- DAVE - Case Study: The Grommet Results: 750% YOY growth Average CTR of .32%, 200% greater than traditional web display Achieved an average CPA 2x less expensive than all of The Grommet’s digital ad spend.
- BRIAN Use past CRM data to trigger welcome emails with content that will bring drive greater engagement including x, y, z ands source of acquisition. Welcome/ Onboarding is one of the most important programs of the customer lifecycle Striking while the iron’s hot / It’s Showtime! - Engagement are typically 2-3x higher than regular message streams Start things off on the right foot If you’re able to leverage acquisition source, site behavior and other explicit data points – do it. Really show you’re listening, by delivering personalized content based on the data provided during acquisition process Keep the dialogue going… subscriber initiated conversation by actively signing up, you respond with a confirmation, but now what? Progressive profiling Cross-sell More preference and engagement data flows back to CRM and perpetuates personalization BRIAN Use past CRM data to trigger welcome emails with content that will bring drive greater engagement including x, y, z ands source of acquisition. Welcome/ Onboarding is one of the most important programs of the customer lifecycle Striking while the iron’s hot / It’s Showtime! - Engagement are typically 2-3x higher than regular message streams Start things off on the right foot If you’re able to leverage acquisition source, site behavior and other explicit data points – do it. Really show you’re listening, by delivering personalized content based on the data provided during acquisition process Keep the dialogue going… subscriber initiated conversation by actively signing up, you respond with a confirmation, but now what? Progressive profiling Cross-sell More preference and engagement data flows back to CRM and perpetuates personalization
- DIANA - To describe manual re-engagement and next steps (automation)
- BRIAN - Using data to trigger re-engagement emails with relevant content and offers to inactive subscribers. When things are no longer resonating with subscribers or the emotionally check-out, a really well-crafted re-engagement email can add life back into the relationship Subscribers opt out, or numb out, for a number of reasons, like frequency, etc. but, According to consumer views--- X% of subscribers un-engage due to content not being relevant to them So, a good way to turn this around is through an uber-personalized and creative email – starting with a strong subject line, and re-enforced with personalized content that secures the click A lot of marketers implement re-engagement, or winback campaigns, as a last ditch effort, BUT savvy marketers who segment on engagement find other critical points in the lifecycle to catch subscribers as they enter an “at-risk” stage.
- DAVE CRM ret Engagement w/ads in email improve as the user scrolls. This specific ad encourages users to scroll. If people go below the fold they're more likely to click. argeting to reach inactive subscribers in third-party media.
- KIM to merge/organize this and next slide based on content from previous slides DAVE/BRIAN to talk
- KIM to moderate Q&A Dave, Brian & Diana to answer
- BRIAN Looking to realize your own email potential with BlueHornet? Whether your business is large or small, looking to implement basic email marketing programs or develop more sophisticated lifecycle messaging campaigns, BlueHornet can help. Our unique combination of enterprise-scale email marketing solutions and award-winning creative and strategic services will ensure your email marketing program is a success. Contact us for a demo today. CTA: Visit Bluehornet.com OR Call us at 866-586-3755 OR email us at sales@bluehornet.com Thank you to our presenters and attendees for a great webinar. Have a great day everyone!