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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

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

email 2 0 the empowered consumer and you2
Email 2.0: the empowered consumer and you

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

email 2 0 the empowered consumer and you3
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

email 2 0 the empowered consumer and you4
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
case study cold stone creamery
Case Study: Cold Stone Creamery

Cori Mozilo –

Regional Marketing Manager West, Cold Stone Creamery

challenges
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
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
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 history9
Birthday Club – History

Messaging

Lifecycle

my cold stone
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 stone11
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
Microsoft CRM Integration
  • Database driven messaging
    • Tie CRM database with email content
  • Automation
    • Reduce maintenance and redundancies
promotional email
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
Case Study: Hewlett Packard

Catherine Paschkewitz –

HP Home & Home Office Store, Hewlett-Packard

challenges15
Challenges
  • How can we increase engagement and activity with email subscribers?
  • How can we increase customer retention and cross-category conversion?
solutions16
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 marketing product ratings reviews18
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 marketing my print reward
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 marketing my print reward20
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
email loyalty marketing my print reward sign up
Email Loyalty MarketingMy Print Reward$ Sign-up

Modified based on member feedback

email loyalty marketing my print reward web experience
Email Loyalty MarketingMy Print Reward$ Web Experience

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

conclusions
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