Email 2.0: the empowered consumer and you

Presentation Transcript

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

Email 2.0: the empowered consumer and you

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

Consumers evolution

Bombarded by marketers
Adoption of technology
Growing expectations
Dwindling responsiveness

Consumers are thirsty for communications that are relevant

email 2 0 the empowered consumer and you4

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

Case Study: Cold Stone Creamery

Cori Mozilo –

Regional Marketing Manager West, Cold Stone Creamery

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?

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

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

Birthday Club – History

Messaging

Lifecycle

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

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

Microsoft CRM Integration

Database driven messaging

Tie CRM database with email content

Automation

Reduce maintenance and redundancies

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

Case Study: Hewlett Packard

Catherine Paschkewitz –

HP Home & Home Office Store, Hewlett-Packard

Challenges

How can we increase engagement and activity with email subscribers?
How can we increase customer retention and cross-category conversion?

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.

Email Community MarketingProduct Ratings & Reviews

Launched November 2006

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%

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

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