Beyond Just Email Marketing Webcast by Responsys and Forrester

© 2011 Forrester Research, Inc. Reproduction Prohibited 2 © 2009 Forrester Research, Inc. Reproduction Prohibited

Beyond just email: Your interactive relationship marketing opportunity How Relationship Marketers Can Take Advantage Of Growth In Mobile, Social And Display Media

Shar VanBoskirk VP, Principal Analyst Forrester Research

February 16, 2012

#MKTGwebcast’

© 2011 Forrester Research, Inc. Reproduction Prohibited 3 Guillaume Paumier / Wikimedia Commons, CC-by-3.0

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Digital disruption is better, stronger, faster


This is about disrupting your competitive advantage

Information is abundant and

accessible

It is cheaper to launch products and build brands

The groundswell changes category perceptions

Ideas and execution stay with individuals not brands

Differentiating ideas expire quickly and are easy to duplicate


Marketers want to be customer-obsessed


Theme

Marketers need interactive tools to become customer obsessed.


What should you know about the future of interactive marketing?

How can email help you launch emerging media programs?

How should relationship marketers (you!) get started with emerging media?

Agenda





Agenda


Interactive marketing overall will near $77 billion by 2016


Interactive channels will increase in effectiveness

Source: December 2010 US Interactive Marketing Executive Online Survey


Email connects everything in the mix

Email marketing spend will grow at a 10% CAGR between now and 2016.

Source: Forrester's Email Marketing Forecast, 2011 To 2016 (US)


In fact, how to integrate email with other channels is marketers’ greatest challenges

Forrester’s email marketing client reference survey, Q4 2011

What are the biggest email marketing challenges you expect to face in the next two years?


Today, most marketers manage their interactive programs in silos





Agenda


Let email teach you how to build new interactive programs

Collect customer data through all possible sources (e.g. preference centers, email behavior, surveys)

Match business need with user goal

Tailor content, offer, to user profiles

Sequence messages to build off of each other toward an overall objective

Measure beyond the click through

Key email marketing lessons learned:


EMI Music began collecting user preferences beyond email

In-store album sales were way down due to buying preferences shifting to digital downloads

New music buying behavior also rendering mass-marketing ineffective

Undertook an 18 month effort to populate individual consumer profiles with media, shopping, online, music and social preferences and behaviors

Now, this data is housed in a single database and used to target 100 different marketing campaigns

Digital sales driven from these 1:1 campaigns has made up for the decline in in-store sales

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Coach uses email, Facebook, and direct mail to deliver high fashion, exclusively


Turbo Tax uses keyword ads to target certain users, then triggers an appropriate email response


Dollar Thrifty uses multiple channels to influence customers at all of their decision points


Marketers try too hard to boost in-channel activity


But the most advanced marketers measure how channels influence each other




How should relationship marketers (you!) get started with emerging

media?

Agenda


1) Shift to a customer-focused orientation


2) Prioritize multi-channel automation and data support


3) Begin applying email’s lessons to emerging media

Mobile

Social

Display


Create mobile-friendly message versions

•Link to text-only formats

•Smaller message size

•Short subject lines and calls to action

•Allow for “finger clicks”


Use context and location to create relevance


Launch multi-channel campaigns alongside emails


Link to social in your emails

Promote sharing at the top of the email and with a call to action


Use social content within emails

The tone is conversational and focused on content instead of straight product promotion.

Products are still part of the story, but aren’t presented in a promotional context.

DwellStudio comes across as a group of individuals, not a faceless entity


Expand your email database to collect user data and cookies across channels


MetLife targets display ads based on customer profiles


Summary and recommendations

Interactive marketing is necessary for staying in front of digital disruption

Marketers are spending on interactive marketing – But most programs are managed in silos

Email provides relationship marketers the foundation to build emerging media strategies

Start trialing mobile, social and display relationship marketing now – Shift perspective

– Prioritize multi-channel automation and data support

– Execute easy mobile, social and display campaigns

Start developing metrics that gauge the correlation of channels on each other

© 2011 Forrester Research, Inc. Reproduction Prohibited 35 © 2009 Forrester Research, Inc. Reproduction Prohibited

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Beyond Just Email Marketing Webcast by Responsys and Forrester

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