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Email 2.0: the empowered consumer and you. Cori Mozilo – Regional Marketing Manager West, Cold Stone Creamery Catherine Paschkewitz – HP Home & Home Office Store, Hewlett-Packard Joel Book – Director, eMarketing Education, ExactTarget Mark Ogne – VP Marketing, Acxiom Digital.

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Email 2.0: the empowered consumer and you

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Email 2.0: the empowered consumer and you

Cori Mozilo –Regional Marketing Manager West, Cold Stone Creamery

Catherine Paschkewitz –HP Home & Home Office Store, Hewlett-Packard

Joel Book –Director, eMarketing Education, ExactTarget

Mark Ogne –VP Marketing, Acxiom Digital


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Email 2.0: the empowered consumer and you

Does your new “hybrid vehicle” have get up and go?


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Email 2.0: the empowered consumer and you

Consumers evolution

  • Bombarded by marketers

  • Adoption of technology

  • Growing expectations

  • Dwindling responsiveness

    Consumers are thirsty for communications that are relevant


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Email 2.0: the empowered consumer and you

Email as an enabler of social networking…

  • “Email has reached almost universal penetration — 97% of consumers and 94% of marketers use it.”

    • Forrester – “Email Marketing Comes Of Age”, March 2007

  • “Of consumers who buy products advertised through email, two-thirds have submitted ratings and reviews of products… three-quarters forward online ads to others.”

    • Forrester – “Email Marketing Comes Of Age”, March 2007


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Case Study: Cold Stone Creamery

Cori Mozilo –

Regional Marketing Manager West, Cold Stone Creamery


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Challenges

  • How can we identify, engage and deepen relationships with avid customers? How can we “learn” from our customers?

  • How can online marketing efforts best integrate with retail operations?

  • How can Cold Stone leverage legacy programs and data to drive deeper relationships with consumers?


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Solutions

  • Expand Birthday Club database

  • Create a rich tool for entire organization to learn from customers and engage them in a much more relevant way

  • Develop customer profiles for tracking, strategy, and research


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Birthday Club – History

  • Launched January 2006

  • 1.6M+ Subscribers & 2M+ Birthday Club Members

  • Birthday E-Mails

    • 60-70% open rates

    • 40-50% CTR

  • Promotional Campaigns

    • 40% open rates

    • 10% CTR


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Birthday Club – History

Messaging

Lifecycle


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My Cold Stone

  • Data to drive dynamic content

    • Favorites

    • Regional events & offers

    • Local store events & offers

  • Ultimate personal experience for Cold Stone ice cream lovers


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My Cold Stone

  • Collecting key data

    • Name

    • Email Address

    • Password

    • Favorite Store

    • Phone Number

    • Mailing Address

    • Preferences

  • 150,000+ new accounts since July 2007

  • 50% conversion rate for members


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Microsoft CRM Integration

  • Database driven messaging

    • Tie CRM database with email content

  • Automation

    • Reduce maintenance and redundancies


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Promotional Email

  • Utilize space more efficiently

    • Left hand well for national messaging

    • Right hand well for local messaging

  • Targeted offers

    • One offer for existing favorite

    • Second offer incenting new product


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Case Study: Hewlett Packard

Catherine Paschkewitz –

HP Home & Home Office Store, Hewlett-Packard


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Challenges

  • How can we increase engagement and activity with email subscribers?

  • How can we increase customer retention and cross-category conversion?


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Solutions

  • Tap into your email subscribers – engaged community to provide advice, suggestions, and feedback – make it a core element of your email engagement strategy

    • Surveys

    • Polls

    • Online focus groups

    • Customer panel

    • Etc.


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Email Community MarketingProduct Ratings & Reviews

Launched November 2006


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Email Community MarketingProduct Ratings & Reviews

  • Over 50% of product reviews come from email subscribers

  • Featuring ratings/reviews in marketing campaigns lift sales for products 10-30%

  • Returns have declined over 10%


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Email Loyalty MarketingMy Print Reward$

  • Launched November 2006

  • Loyalty program offering millions of members exclusive offers on supplies

  • Primary success metrics based on new member acquisition, member activity, communication engagement and ROI

  • ROI over 20:1


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Email Loyalty MarketingMy Print Reward$

  • Email contact strategy incorporated as one of the core program elements from initial design

  • Developed comprehensive set of custom and triggered communications based upon member interest and behavior

    • Invitations

    • Welcomes

    • Special offers

    • Status updates

    • Activation

    • Reminders

    • Thank You


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Email Loyalty MarketingMy Print Reward$ Sign-up

Modified based on member feedback


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Email Loyalty MarketingMy Print Reward$ Web Experience

My Print Reward$ remembers the printer you own for convenient shopping


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Email Loyalty MarketingMy Print Reward$ Status Emails


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Email Loyalty MarketingMy Print Reward$ Promotional Emails


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Conclusions

  • Email is an effective enabler of 2.0 strategies

  • Soliciting consumer engagement:

    • Recommendations & feedback

    • Surveys

    • Preferences

  • Anticipate and meet consumer expectations:

    • Increase triggered messages, reduce blasts. Find areas for customized or personalized content

    • Communications channels:

      • Consumer preference - Mobile, email, etc.

      • Integration of messaging across channel – control brand “voice” consistency


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