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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.

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Email 2.0: the empowered consumer and you

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  1. 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

  2. Email 2.0: the empowered consumer and you Does your new “hybrid vehicle” have get up and go?

  3. 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

  4. 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

  5. Case Study: Cold Stone Creamery Cori Mozilo – Regional Marketing Manager West, Cold Stone Creamery

  6. 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?

  7. 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

  8. 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

  9. Birthday Club – History Messaging Lifecycle

  10. 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

  11. 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

  12. Microsoft CRM Integration • Database driven messaging • Tie CRM database with email content • Automation • Reduce maintenance and redundancies

  13. 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

  14. Case Study: Hewlett Packard Catherine Paschkewitz – HP Home & Home Office Store, Hewlett-Packard

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

  16. 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.

  17. Email Community MarketingProduct Ratings & Reviews Launched November 2006

  18. 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%

  19. 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

  20. 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

  21. Email Loyalty MarketingMy Print Reward$ Sign-up Modified based on member feedback

  22. Email Loyalty MarketingMy Print Reward$ Web Experience My Print Reward$ remembers the printer you own for convenient shopping

  23. Email Loyalty MarketingMy Print Reward$ Status Emails

  24. Email Loyalty MarketingMy Print Reward$ Promotional Emails

  25. 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

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