NEW STRATEGIES FOR EFFECTIVE

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1 NEW STRATEGIES FOR EFFECTIVE Presented By: Brendan Cameron, Senior Project Manager, Ecommerce Department February 26, 2015

2 AGENDA WHAT IS BROADCAST ? GENERATING CONTENT ACQUIRING CONTACTS CREATING A SCHEDULE DESIGNING THE TEMPLATES SEGMENTING CONTACTS & CAMPAIGNS SETTING REALISTIC GOALS TESTING & ANALYTICS

3 1 WHAT IS BROADCAST ?

4 WHAT IS BROADCAST ? WHAT IS IT? 1. Information Delivery Service 2. Marketing Tool 3. Notification System 4. Many Many More 2/26/2015 4

5 WHAT IS BROADCAST ? BENEFITS 1. Transparency with Your Contacts 2. Increased Traffic & Conversions 3. Ability to Measure Progress 4. Segmentation 2/26/2015 5

6 WHAT IS BROADCAST ? TOOLS Broadcast System Analytics System Other Beneficial Applications Video Streaming (YouTube) Blog (WordPress) Social Network (Facebook) Image Database (Instagram) 2/26/2015 6

7 WHAT IS BROADCAST ? INCREASED TRAFFIC FROM S: Increase in Revenues (Ecommerce) Increase in Conversions Decrease Bounce Rate Increase in Depth of Visit 2/26/2015 7

8 2 ACQUIRING CONTACTS

9 ACQUIRING CONTACTS MEMBERSHIP Member Contains Address Site Contains Preferences 2/26/2015 9

10 ACQUIRING CONTACTS SITE VISITS & THIRD PARTIES Newsletter Signup in Site Shell Surveys Events / Tradeshows Point of Sale Social Media Etc. 2/26/

11 ACQUIRING CONTACTS CURRENT CUSTOMERS Order Database Online Customer Database Internally Sales Leads and Contacts 2/26/

12 ACQUIRING CONTACTS CHECKOUT Checkout Requires an Address or Member Account CAN SPAM Concerns? 2/26/

13 3 DESIGNING THE TEMPLATES

14 DESIGNING THE TEMPLATES MOBILE - RESPONSIVE Over 50% of People Open Their s on a Mobile Device 2/26/

15 DESIGNING THE TEMPLATES DESKTOP - RESPONSIVE Rows Grid Single Column 2/26/

16 DESIGNING THE TEMPLATES IMAGERY AND CONTENT Relevant Content is Key Personalized s can Improve Click-Through Rates by 15% Conversions by 10% If You can t Generate Relevant Content, Consider Delaying Blasts 2/26/

17 4 SETTING REALISTIC GOALS

18 SETTING REALISTIC GOALS OBJECTIVES 1. What Are Relevant Business Objectives? 2. Are These New or Existing Objectives? 3. Are These Objectives Relatable to Broadcast ? 2/26/

19 SETTING REALISTIC GOALS ANALYTICS Review Each of the Objectives Without Relevant Analytics Data, Setting Objective Metrics Will Not be Possible 2/26/

20 SETTING REALISTIC GOALS METRICS Metrics are What Will Determine a Successful Campaign Realistic Metrics are Just as Critical as Relevant Objectives 2/26/

21 SETTING REALISTIC GOALS TIMELINE Each of the Objectives Created Are Connected to a Campaign The Timeline of the Campaign Collects the Analytics Relevant Timelines are the Third Key in Developing Good Analytics / Metrics 2/26/

22 5 GENERATING CONTENT

23 GENERATING CONTENT RELEVANT CONTENT Relevant Content is Critical Sending a Blast without Good Content will be Dismissed by the Recipients as SPAM 2/26/

24 GENERATING CONTENT BROADCAST TYPES Store Content Non-Store Content Events & Promotions Notifications & Alerts 2/26/

25 6 CREATING A SCHEDULE

26 CREATING A SCHEDULE FREQUENCY Daily, Weekly, Monthly, Quarterly, etc. The Frequency Should be Scheduled Based on the Amount of Relevant Content Which can be Developed If Content Cannot Be Developed on Time, the Frequency Should be Changed 2/26/

27 CREATING A SCHEDULE WORKFORCE Higher Frequency Schedules Require More Resources Marketing Team Should be Familiar with Online Content (Blogs, Social Networks, etc.) Marketing Team Should be Familiar with the Strategy and Objectives 2/26/

28 CREATING A SCHEDULE CONTENT GENERATION For Ecommerce, 3 rd Parties Can be Utilized to Personalize and Create Product s Strategies Should be Developed for Larger Campaigns Content Should be Developed Prior to the Scheduled Date 2/26/

29 7 SEGMENTING CONTACTS & CAMPAIGNS

30 SEGMENTATION POSSIBLE SEGMENTS Different Depending on the Industry Customer / Member Based Behavioral Geographic Demographic 2/26/

31 SEGMENTATION STARTING POINTS 4 Segments Based on Conversion 2 Segments Based on Orders 2/26/

32 8 TESTING & ANALYTICS

33 TESTING & ANALYTICS GOOGLE ANALYTICS Campaign Tracking Tracking URL Generation Segmentation Tracking Conversion Funnels Click-Through Rates Etc. 2/26/

34 TESTING & ANALYTICS COMPARE ORIGINAL OBJECTIVES With Analytics, Review the Original Objective and Metrics Were the Goals Met? Exceeded? Come Up Short? Why Did We Have This Outcome? What Should the Next Action Item Be? 2/26/

35 TESTING & ANALYTICS ACTION ITEMS A/B Testing within Segments Example Scenarios: Content Subject Line Landing Page Structure Etc. 2/26/

36 TESTING & ANALYTICS SETTING NEW OBJECTIVES With New Action Items, Set New Objectives With Metrics, Set the New Goals (Be Realistic) Create Additional Campaigns for Tracking the New Objectives 2/26/

37 THANK YOU! Q U E S T I O N S? C O N T A C T Y O U R AC C O U N T M A N A G E R O R E M AI L : S T R A T E G Y I N F A M E R I C A N E A G L E. C O M #AEWebForum

38 NEW STRATEGIES FOR EFFECTIVE

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