Consumers Take the Wheel: Le Leveraging con onsumer behavior - - PowerPoint PPT Presentation

Consumers Take the Wheel:

Qu Quinn Jall Jalli SVP, Strategic Initiatives Group Epsilon

Le Leveraging con

• nsumer behavior patterns to
• driv

rive cr cross ss-channel l engagement

2

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

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

Re-engagement rate after

• ne month of inactivity

11%

Consumer engagement … the little known facts

Campaign engagement by consumers’ last action

Last 3 months Last 4-6 months Last 7-12 months

96.33% 97.14% 97.96%

Percentage of click activity Recipient last action

The engagement takeaways

• Consumers who disengage are quickly lost

forever, so:

– Marketers need to carefully consider timing

• f first win-back campaign

– One month of inactivity may be a crucial point, especially given that after this point,

• nly 11% of consumers will re-engage

– Most importantly, consider a tiered win-back campaign

• Offers that escalate in value
• Repeated while the consumer is still

relatively young on the list

• Avoids all-or-nothing approach
• More than 50% of consumers who engage

with a brand’s email will do so within the first seven days

• Consumers who do engage, regardless of

when, offer the same value to the marketer

• As a result, marketers need to ensure:
• To contact consumers on the day of registration
• First message should be RTM and include open

pixel

• More importantly, give the consumers what

they asked for

Engaged consumers Unengaged consumers

Engage people early and smartly,

the opportunity to keep consumers engaged is small.

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.

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

Mobile Marketing: Dialing the numbers

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

32% of opens

• ccur in first 2 hours

Opens by Hour Post-Deployment

Opens

The cost of traditional thinking

This scheduling intelligence deployment generated a 6% greater OR and 14% greater CR than the standard deployment

Send Volume by Hour for a Standard vs. Scheduling Intelligence Deployment

Think broadly to more clearly understand

Send Volume by Hour for Client vs Client + Cooperative Data

53% increase in coverage

How a cooperative view of your consumers changes your deployment’s send volume match rate:

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

• nly way to achieve true personalization.

Making omnichannel a reality

When we look at the channels we touch today, we see …

The reality of today

Each incarnation of the consumer is a “separate” consumer.

The ability to tie email to social enables true

• mnichannel marketing

Cross-channel identities become a single consumer

Social Scoring Company

will provide us with consumer’s score

Social Data Company will convert email addresses to social media handles

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

Today’s marketers know about their various channels

Thank You

Quinn Jalli www.epsilon.com qjalli@epsilon.com