lifecycle marketing -- starting at the zygote stage · lifecycle marketing -- starting at the...
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Lifecycle Marketing -- Starting at the Zygote Stage
Loren McDonaldVP Industry Relations Silverpop
Thursday, January 21, 2010
Heather VesseyEmail Marketing Senior ManagerBonnier Corp
Rachel Fishman FeddersenDirector Parenting.com
Lifecycle marketing is
fundamentally about…
Right Message
at the
Right Time
Timing is subscriber / customer based…
Not marketer-centric
Data as Foundation
Explicit Data
Implicit Data
Automation and Rule Sets as the Enablers
Why Lifecycle Marketing?
Batch and Blast is the Past
Hope is Not a Strategy
Key Trends Driving the
Need to Change…
Overloaded Inbox
Channels Are Exploding
Email Needs to be a Conversation
Consumers Have More Choices
Higher Expectations from Marketers
Irrelevant vs. Relevant
And Lifecycle Delivers a Better ROI
Lifecycle Stages
Welcome
Encourage
Replenish
Retain
Date/Event
Re-engage
• Consumer stage
• Relationship stage
• or both
Lifecycle can be:
Parenting.com Case Study
Parenting.com: Who we are
The digital sibling in the Parenting Group family
• Digital Award Nominations– MPA: 1st Place Best Web-Only
Tool (Child Health Guide)
– ASME: Nominated for General Excellence Online
• Partnerships & Buzz– Regularly featured on CNN.com,
Yahoo Shine and The Weather Channel
– PTA Partnership: Reflections Gallery
– Mom Congress: Moms Making a Difference
What’s New at Parenting.com
Partnerships & Buzz
Morning Show Partnerships
Digital Award Nominations
• Timely and Seasonal Content– Launch of Model Search
– Launch of two new blogs: • The Split
• Family Budget Boot Camp
– Toys of the Year
– Holiday Hints Newsletter
What’s New at Parenting.com
Partnerships & Buzz
…with newsletters an integral part of the growth strategy
Parenting.com Monthy Unique Visitors
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Feb
2008
M ar
2008
Apr
2008
M ay
2008
Jun
2008
Jul
2008
Aug
2008
Sep
2008
Oct
2008
Nov
2008
Dec
2008
Jan
2009
Feb
2009
M ar
2009
Apr
2009
M ay
2009
Jun
2009
Jul
2009
Aug
2009
Sep
2009
Oct
2009
Nov
2009
(est)
Relaunch
Source: Omniture
Holiday Newsletter
Daily Pregnancy Planner
Trying to Conceive
Growing and Gaining Momentum
Parenting.com Readers
Our visitors are moms or moms-to be
Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents)
91% have at least one
child in the HH with an
average age of 2
80% are married
49% graduated
college
Median age 31 36% quit working to
be a stay-at-home
mom
Of those that work, 80% work
outside their home while 20%
work at home full time or
sometimes
On average 55% visit
Parenting.com once a
week or more15% are currently
expecting a child
They travel a path we know well
The Mom Stages:
Concentration The Early Years
Anticipation Pregnancy
Conception Getting
Pregnant
Integration The
PreSchool Years
The Newsletters
Concentration The Early Years
Anticipation Pregnancy
Conception Getting
Pregnant
Integration The
PreSchool Years
Weekly: Trying to Conceive
Daily Pregnancy Planner:
BabygramWeekly:
Ages & Stages
Goals of the Life Cycle Campaigns
Content relevant to life stage
Increased open/CT rates
and page views
Scalable template and date logic
Trying to Conceive
Daily Pregnancy Planner
Daily Pregnancy Planner: Welcome Email
Open Rate:
- 51.66%
CTOR:
- 49.66%
Daily Pregnancy Planner: Week 20, Day 3
Automatic sweep from last DPP template into first template of Ages and Stages based on due date
Ages and Stages
• Due date and source are taken from DPP to start the campaign• Campaign closes out at 24 months of age
Ages and Stages
Visual and Text-Based Clues
Open and CTRs for Lifecycle Campaigns
3 Keys
Capture and Leverage the Data
Engage With Customers
Automate and Optimize
Appendix:
Examples of other Life Cycle Stage Creative
Welcome - Incentive
Welcome – Getting Started
Post-Purchase, Pre-Use
Post-Experience, Repeat Purchase
Happy Birthday
• 48% lift in clicktthrough rate
• 129% lift in net conversion rate
• 10.4% of the total revenue from email marketing…
• …while representing only 2.7% of the total email volume
Source: Diapers.com
Cart Abandonment
• 60% Open Rate• Nearly 3x average
• 60% higher conversion rate than overall average
Source: Fabric.com
Credits/Thank YouHeather Vessey
Rachel Fishman
• http://www.facebook.com/Parenting
• Twitter: @parenting
Loren McDonald
• Twitter: @lorenmcdonald and @Silverpop
• Presentations: www.slideshare.net/silverpop