Data-Driven ROI: How Targeted Remarketing Enhances Email Campaign Performance

Kevin BobowskiDirector, New Business Programs

Overview

• Acting on your web analytics data is critical to driving email campaign conversion and ROI

• This session will demonstrate ways you can use WebTrends data to successfully time and segment your email-based remarketing campaigns:– Using visitor behavioral metrics to drive segmentation strategies– Automating the creation and delivery of timely and relevant one-

to-one communications

Takeaways

• Make the most of the tools and contacts you already have

• Segmentation is crucial for the most relevant message

• It’s okay to start small

• Segmentation and remarketing is an ongoing discipline

• You are not alone

Stage-Setting Needs

• The Importance of Targeted Messaging

• Market, Measure, Market

• Automating Processes for Improved ROI

The Importance of Targeted Messaging

Shopping cart abandonment programs that merge email, web analytics, and e-commerce data can result in conversion increases of more than 100%.

- Break Free From Bad Email Forrester Research, April 2008

“

”

The Importance of Targeted Messaging

Effective lead nurturing means organizations can reduce lead generation budget and maximize revenue by focusing on quality and not quantity of leads.

- Break Free From Bad Email Forrester Research, April 2008

“

”

The Importance of Targeted Messaging

Market, Measure, Market

Direct marketers tell us that insufficient measurement and lack of a centralized view of their customers limit their programs.

[They] look to a wide variety of optimization technologies to support their efforts.

- Marketing Technology Adoption 2009 Forrester Research, January 2009

“

”

Integrate and Automate for Improved ROI

Integration efforts are only as good as the accuracy of the data. Email marketing should be integrated with marketing automation solutions, CRM, and especially web analytics.

- Convergence of Sales and Marketing Technologies Aberdeen Group, January 2008

“

”

Use What You Have

• Tools for Effective Remarketing– Email analytics– Subscriber attribute data– Web analytics

• Behavioral tracking• Conversion• Form completion

• Resources– People, time, tools

• Marketing Automation

Our Philosophy

Serve...the individual

Honor...their unique preferences with regard to communication, content, frequency, and channel

Deliver...them timely, relevant content that improves their lives

How to Act on Your WebTrends Data

– Website Tagging– Behavioral Remarketing

Website Tagging

Website Tagging – What’s to Gain?

• Leverage analytics for post-click analysis

• Make sure that email is getting “credit”

• Truly understand the performance of the email

• This is the foundation for everything

Behavioral Remarketing –What’s to Gain?

• Segment-based – targeted outreach to groups

• Individual visitor-based – targeted outreach to individuals

• Frequency – when to reach out and engage

• Content – what message/offer to extend

Automate Behavioral Remarketing

Automated Behavioral Remarketing Sample Scenario

New Buyer Welcome Retention Offer

Northern Trail Outfitters knows that first-time buyers are more likely to become loyal shoppers if they make a second purchase within a short timeframe.

First-time buyers receive an email with an offer for 10% off their next purchase.

First-time buyers who have abandoned a cart with $100+ in merchandise receive an email with an offer for 20% off their next purchase.

Automated Behvaioral Remarketing Sample Scenario

New Buyer Welcome Retention Offer

Offer Program Creation Steps:– In WebTrends Analytics, configure New vs. Repeat Buyer report to track purchase data– Schedule Extract in WebTrends Data Scheduler (in WebTrends Analytics)

– In ExactTarget, create Filter for New Buyers Segment– Create transactional purchase email that includes Dynamic Content

Default offer for 10% off future purchase Offer for 20% off future purchase for high value cart abandoners

– Create Program to Import WebTrends Data, Segment Subscribers and Send Email– Create Data Extension to house WebTrends Data– Run Program

– In WebTrends Analytics, analyze Campaign Report data from resulting sends

– Create other remarketing programs accordingly

Track Subscriber Behavior in WebTrends

Schedule Data Extract in WebTrends

Create ExactTarget Filter

Create Dynamic Transactional Email

Create ExactTarget Program

Create ExactTarget Data Extension

Program Runs, Data in WebTrends

Benefits of Automated Remarketing

• The Challenge− Improve overall customer lifetime value− Gain efficiencies without additional resources

• The Solution− Highly targeted offers drive adoption of programs

• Potential Results− Increased overall site conversion rate− Increase in traffic− Increase in revenue

Common Challenges for Email Marketers

• Lacking:– Time– Resources– Ability to impact programs

• Organizational Reluctance

• Guidance and Direction

Steps to Success

• Start with the end in mind– What answers are you seeking?– What metrics/results are you looking for?– How are you prepared to change your programs?

• Establish roles and responsibilities

• Don’t stop testing – it’s an ongoing analysis and refinement process

Final Thoughts

• Start Today

• Test, Test, Test

• Be Aggressive, but Patient

• Put Your Data to Good Use – Show Your ROI!