Consumers Take the Wheel: Le Leveraging con onsumer behavior patterns to o driv rive cr cross ss-channel l engagement Qu Quinn Jall Jalli SVP, Strategic Initiatives Group Epsilon
Session Speaker Quinn Jalli SVP, Strategic Initiatives Group Epsilon • More than a decade of email and online marketing experience • Leader in privacy and consumer protection • Introduced Epsilon’s Email Response Network (ERN) in 2012 qjalli@epsilon.com 2
A campaign of one device engagement timing
How consumers engage
The truth about how consumers engage Recency is King • All marketers understand that: • Consumers who have opened or clicked in the last six months represent the most important portion of their email audience • Targeting 12+ month inactives generally delivers poor results • Open rates of less than 3% • Possible deliverability issues • The real questions around engagement are: • How quickly do consumers become engaged, if they are ever going to engage? • How quickly does a consumer become unengaged? • And just how important is my 0 to 6 month active segment? While recency may be king, the factors that influence recency are the real mystery.
Consumer engagement … the little known facts Client’s Activation Latency Analysis Percentage of activities Activity/record 0-30 days
Consumer engagement … the little known facts Campaign engagement by consumers’ last action Recipient last 97.96% action 97.14% 96.33% 11% Last Last Last 3 months 4-6 months 7-12 months Percentage of click activity Re-engagement rate after one month of inactivity
The engagement takeaways Engage people early and smartly, the opportunity to keep consumers engaged is small. Engaged consumers Unengaged consumers • Consumers who disengage are quickly lost • More than 50% of consumers who engage forever, so: with a brand’s email will do so within the first – Marketers need to carefully consider timing seven days of first win-back campaign • Consumers who do engage, regardless of – One month of inactivity may be a crucial when, offer the same value to the marketer point, especially given that after this point, • only 11% of consumers will re-engage As a result, marketers need to ensure: – Most importantly, consider a tiered win-back • To contact consumers on the day of registration campaign • First message should be RTM and include open • Offers that escalate in value pixel • Repeated while the consumer is still • More importantly, give the consumers what relatively young on the list they asked for • Avoids all-or-nothing approach Engagement strategies have to focus on early engagement and strong win-back.
The mobile marketing dilemma St. Peter’s Square, Vatican City
The mobile revolution Like almost all things, smartphones have revolutionized the way we do email • While we know that open rates are on the rise, we are also seeing: • A 33% reduction in clickthrough rates • A staggering 75% reduction in click-to-conversion rates • A surprising 35% reduction in email revisits • As a result, we need to change the way we view email sends today: • Not surprisingly, device usage varies by time of day • Understanding how device migration occurs can: • Result in a greater chance that consumers will be on a desktop computer when the email is deployed • More importantly, increase conversion rates and email revisit – all driving email performance Today, email marketing has become as much about where as when.
Mobile Marketing: Dialing the numbers Device usage by hour of day Percentage of Opens by Device by Hour of Day Tablet Mobile Desktop
Mobile Marketing: Dialing the numbers Device usage by hour after campaign deployment Percentage of Opens on a Mobile Device by Day Post-Campaign Launch Weekend Days
The mobile discoveries Succeeding in an increasingly mobile world requires: • Marketers need to develop the concept of device of receipt • Leverage a device-of-open pixel to track consumer interactions • Assess device-of-open activity of a consumer • Ultimately, build a device-of-receipt profile • Leveraging the device-of-receipt profile to target consumers on the right device at the right time • Optimize creative • Avoid deploying at the extreme points in the day • Leverage the device-of-receipt profile and target consumers on the desired device • A concerted retargeting program specific to mobile interactions Smartphones have created classes of email interactions that require a new set of marketing approaches.
How to engage customers
Understanding how consumers open Understanding HOW consumers engage with campaigns is as important as understanding WHEN : • It is generally accepted knowledge that: • 65% of all consumer interactions with an email come within the first 24 hours • But how quickly? • And how does the initial response affect the performance of the campaign? • After 48 hours, the email effectively becomes “dead” • Marketers need the ability to target consumers more personally • Given the above, clients approach email with some very specific questions: • What is the ideal time to deploy campaigns? • What are the typical open patterns of consumers? • How can we get a better perspective on our consumer data? What is the best strategy for engaging the most consumers quickly?
The importance of first impressions Opens by Hour Post-Deployment 32% of opens occur in first 2 hours Opens
The cost of traditional thinking Send Volume by Hour for a Standard vs. Scheduling Intelligence Deployment This scheduling intelligence deployment generated a 6% greater OR and 14% greater CR than the standard deployment
Think broadly to more clearly understand How a cooperative view of your consumers changes your deployment’s send volume match rate: Send Volume by Hour for Client vs Client + Cooperative Data 53% increase in coverage
Maximizing engagement is not just about good content Rethinking the fundamentals of email targeting • Leveraging consumer-provided information to formulate ideal deployment times can revolutionize deployment • Ideal deployment times are easily formulated • Leverage consumers’ historical open/click data • Optimize for desired action (i.e., click or open) • Utilizing consumer-provided data is resulting in: • 4% to 8% lifts in open rates • 10% to 17% lifts in click rates • Moreover, leveraging third-party data can ensure that: • Marketers minimize the effect of in-house biasing • Marketers get a fuller understanding of how their consumers behave, earlier • Marketers can take the right actions to eliminate conditional disengagement Leveraging consumers’ actions is the only way to achieve true personalization.
Making omnichannel a reality
The reality of today When we look at the channels we touch today, we see … Each incarnation of the consumer is a “separate” consumer.
The ability to tie email to social enables true omnichannel marketing Social Scoring Company will provide us with consumer’s score Social Data Company will convert email addresses to social media handles Cross-channel identities become a single consumer
Today’s marketers know about their various channels However, each incarnation of the consumer is a “separate” consumer For the first time, marketers will gain true cross-channel understanding of their consumers This approach joins that knowledge and creates omnichannel opportunities
Thank You Quinn Jalli www.epsilon.com qjalli@epsilon.com
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