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
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 Re-engage Encourage Date/Event Replenish Retain
Lifecycle can be: • Consumer stage • Relationship stage • or both
Parenting.com Case Study
Parenting.com: Who we are The digital sibling in the Parenting Group family
What’s New at Parenting.com • Digital Award Nominations Morning Show w Partnerships ps – MPA: 1st Place Best Web-Only Tool (Child Health Guide) – ASME: Nominated for General Digital Awa ward Nominati tions ns Excellence Online • Partnerships & Buzz 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 • Timely and Seasonal Content Partnerships & Buzz – Launch of Model Search – Launch of two new blogs: • The Split • Family Budget Boot Camp – Toys of the Year – Holiday Hints Newsletter
Growing and Gaining Momentum …with newsletters an integral part of the growth strategy Parenting.com Monthy Unique Visitors Pa 1,400,000 1,200,000 Relaunch 1,000,000 800,000 Holiday News wslette ter Daily Pregnancy 600,000 Planner Trying to 400,000 Conceive 200,000 Feb M ar Apr M ay Jun Jul Aug Sep Oct Nov Dec Jan Feb M ar Apr M ay Jun Jul Aug Sep Oct Nov 2008 2008 2008 2008 2008 2008 2008 2008 2008 2008 2008 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 (est) Source: Omniture
Parenting.com Readers Our visitors are moms or moms-to be 91% % have ve at least st one chil ild in the HH wi with an 49% % graduate ted ave verag rage age of 2 coll llege Media ian age 31 36% % quit t wo workin ing to be a stay-at at-home mom 80% 0% are marrie ied Of those se that t wo work, 80% % wo work On ave verag rage 55% % vi visit outsi side their ir home wh while le 20% % Pare rentin ting.co .com once ce a work wo k at home full ll time or 15% % are curren rently tly week we k or more re exp xpectin cting a child ld sometime times Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents)
They travel a path we know well The Mom Stages: Conc ncentrat ntration ion Integration gration The Conc ncept ption ion Getting Anticip cipat ation ion ing The e Early Years PreSc eSchoo ool l Years Pregn egnant ant Pregn egnanc ancy
The Newsletters Conce ncept ption ion Getting Conc ncentrat ntration ion Integration gration The Anticip cipat ation ion ing The e Early Years PreSc eSchoo ool l Years Pregn egnant ant Pregn egnanc ancy Trying Week ekly ly: Daily ly Pregnan egnancy Planner nner: Week ekly ly: to Concei eive Baby bygram Ages es & Stages es
Goals of the Life Cycle Campaigns Content relevant to life stage Scalable template and date logic Increased open/CT rates and page views
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
Ages and Stages • Due date and source are taken from DPP to start the campaign • Campaign closes out at 24 months of age
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
Cart Abandonment • 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
• 60% Open Rate • Nearly 3x average • 60% higher conversion rate than overall average Source: Fabric.com
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
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