Lifecycle Marketing -- Starting at the Zygote Stage Rachel Fishman - - PowerPoint PPT Presentation

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Lifecycle Marketing -- Starting at the Zygote Stage Rachel Fishman - - PowerPoint PPT Presentation

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Lifecycle Marketing -- Starting at the Zygote Stage Rachel Fishman Feddersen Heather Vessey Director Email Marketing Senior Manager Parenting.com Bonnier Corp Loren McDonald VP Industry Relations Silverpop Thursday, January 21, 2010

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Lifecycle Marketing -- Starting at the Zygote Stage

Loren McDonald VP Industry Relations Silverpop Thursday, January 21, 2010 Heather Vessey Email Marketing Senior Manager Bonnier Corp Rachel Fishman Feddersen Director Parenting.com

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Lifecycle marketing is fundamentally about…

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Right Message at the Right Time

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Timing is subscriber / customer based… Not marketer-centric

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Data as Foundation

Explicit Data Implicit Data

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Automation and Rule Sets as the Enablers

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Why Lifecycle Marketing?

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Batch and Blast is the Past

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Hope is Not a Strategy

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Key Trends Driving the Need to Change…

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Overloaded Inbox

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Channels Are Exploding

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Email Needs to be a Conversation

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Consumers Have More Choices

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Higher Expectations from Marketers

Irrelevant vs. Relevant

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And Lifecycle Delivers a Better ROI

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Lifecycle Stages

Welcome Encourage Replenish Retain Date/Event Re-engage

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  • Consumer stage
  • Relationship stage
  • or both

Lifecycle can be:

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Parenting.com Case Study

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Parenting.com: Who we are

The digital sibling in the Parenting Group family

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  • 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 w Partnerships ps Digital Awa ward Nominati tions ns

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  • 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

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…with newsletters an integral part of the growth strategy

Pa 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 News wslette ter Daily Pregnancy Planner Trying to Conceive

Growing and Gaining Momentum

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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 ve at least st one chil ild in the HH wi with an ave verag rage age of 2 80% 0% are marrie ied 49% % graduate ted coll llege Media ian age 31 36% % quit t wo workin ing to be a stay-at at-home mom Of those se that t wo work, 80% % wo work

  • utsi

side their ir home wh while le 20% % wo work k at home full ll time or sometime times On ave verag rage 55% % vi visit Pare rentin ting.co .com once ce a we week k or more re 15% % are curren rently tly exp xpectin cting a child ld

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They travel a path we know well The Mom Stages:

Conc ncentrat ntration ion

The e Early Years

Anticip cipat ation ion

Pregn egnanc ancy

Conc ncept ption ion Getting

ing Pregn egnant ant

Integration gration The

PreSc eSchoo

  • ol

l Years

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The Newsletters

Conc ncentrat ntration ion

The e Early Years

Anticip cipat ation ion

Pregn egnanc ancy

Conce ncept ption ion Getting

ing Pregn egnant ant

Integration gration The

PreSc eSchoo

  • ol

l Years Week ekly ly:

Trying to Concei eive

Daily ly Pregnan egnancy Planner nner:

Baby bygram

Week ekly ly:

Ages es & Stages es

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Goals of the Life Cycle Campaigns

Content relevant to life stage Increased open/CT rates and page views Scalable template and date logic

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Trying to Conceive

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Daily Pregnancy Planner

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Daily Pregnancy Planner: Welcome Email Open Rate:

  • 51.66%

CTOR:

  • 49.66%
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Daily Pregnancy Planner: Week 20, Day 3

Automatic sweep from last DPP template into first template of Ages and Stages based on due date

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Ages and Stages

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  • Due date and source are taken from DPP to

start the campaign

  • Campaign closes out at 24 months of age

Ages and Stages

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Visual and Text-Based Clues

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Open and CTRs for Lifecycle Campaigns

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3 Keys

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Capture and Leverage the Data

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Engage With Customers

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Automate and Optimize

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Appendix: Examples of other Life Cycle Stage Creative

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Welcome - Incentive

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Welcome – Getting Started

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Post-Purchase, Pre-Use

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Post-Experience, Repeat Purchase

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Happy Birthday

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  • 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

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  • 60% Open Rate
  • Nearly 3x average
  • 60% higher

conversion rate than

  • verall average

Source: Fabric.com

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Credits/Thank You

Heather Vessey

  • Heather.vessey@bonniercorp.com

Rachel Fishman

  • rfishman@bonniercorp.com
  • http://www.facebook.com/Parenting
  • Twitter: @parenting

Loren McDonald

  • lmcdonald@silverpop.com
  • Twitter: @lorenmcdonald and @Silverpop
  • Presentations: www.slideshare.net/silverpop