Email 2.0: the empowered consumer and you - PowerPoint PPT Presentation

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

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 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

Cori Mozilo –

Regional Marketing Manager West, Cold Stone Creamery

• 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?

• 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

• 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

Messaging

Lifecycle

• Data to drive dynamic content
• Favorites
• Regional events & offers
• Local store events & offers
• Ultimate personal experience for Cold Stone ice cream lovers

• 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

• Database driven messaging
• Tie CRM database with email content
• Automation
• Reduce maintenance and redundancies

• 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

Catherine Paschkewitz –

HP Home & Home Office Store, Hewlett-Packard

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

• 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.

Launched November 2006

• 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%

• 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 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

Modified based on member feedback

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• 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