Email Retargeting 101:Nurture Beyond the Inbox

Presented by:

Mani Iyer, Kwanzoo CEO and Rachel Rocker, Kwanzoo Customer Success

May 7, 2015

Kwanzoo’s Cloud Based Platform Automate All Your Outbound Marketing Programs

Boost top-of-funnel leads

Improve nurture programs using display

Accelerate the pipeline

Webinar Objective & Agenda

Primary Objective: Introduce and explore the benefits of email retargeting programs for lead generation, enhancing nurture programs, and expanding reach.

Agenda for today’s webinar: I. Retargeting 101: A Quick Intro to Retargeting II. Email Retargeting Basics:

I. What is Email Retargeting?II. When and why use Email Retargeting?III. What does it cost to run Email Retargeting?IV. Email Retargeting vs Other Outbound Marketing programs

III. Best Practices to Maximize Campaign PerformanceIV. Email Retargeting in Action: Case Study OverviewV. Intro to Tools for Budgeting & PlanningVI. Summary/Q & A

Retargeting 101

A Quick Intro to Retargeting

What is Retargeting? Why Does it Matter?

Retargeting is…

Serving ads to site visitors & email users across the web

A solution to connect to prospects and leads outside of your email nurture programs and website(s)

An effective and efficient way to nourish prospects at all stages of the funnel

Over 95% of your website

visitors are not converting…

Over 80% of your email

list users are not opening your emails…

You are missing out on a lot of potential

leads!

[Where it began] What is Site Retargeting?

• kkkk • Hello kittyOrganicSearch

Email Social PPC &Display Retargeted Ads

(Convert more site visitors)

Your Website: Visitors tracked for retargeting Ad Networks: Ads served to visitors across web

Email Retargeting Basics

An introduction to email retargeting, what it is, how it works, & more

What is Email Retargeting?

• kkkk • Hello kitty

Retargeted Ads (Convert more site visitors)

List Match Rate: For B2B match rates usually 30 to 40% Ad Networks: Ads served to email list users across web

Target and serve ads to prospects based on their

email address

How Does Email Retargeting Work?

1. Upload in-house or 3rd party email lists

2. Email lists matched to users on the web

3. Ads served to email users across the web with pre-set caps on number of ads served per user

4. Users engage with marketing content/offers and visit company website

When Use Email Retargeting?

When use email retargeting?

When you have:

1. A sizeable in-house email list(s) - 40K or more users per segment

2. A clearly defined group of users outside your in-house email list(s) - via 3rd party email lists of 40K or more users - you want to reach and nurture across the web

Ways to use email retargeting:

• Campaign-based

• Evergreen (or year-round) campaigns

Why Use Email Retargeting?

Why use email retargeting?

Generate more MQLs every month and enhance nurture programs by engaging users on your email lists

Re-engage inactive and unsubscribed users on your in-house email lists

Increase top-of-funnel leads by serving ads to targeted 3rd party email lists

Reach users at target accounts by using email retargeting for ABM

Increase nurture touches from 2x per month to 30x per month.[Email Only] [Display Ads]

What Does Email Retargeting Cost?

Pricing for Email Retargeting programs starts at $18,000.

This includes:

3 months of ad serving: - 14,000 users reached and approx. 1.26 million ad impressions served

- 30 ads/users/month

What’s included: - 3 ads designed and set up [both in-banner form and smart banner

formats]

- Email list (40K users) uploaded and matched

- Ad serving via an RTB/DSP

- 6 months access to Kwanzoo platform

Where Can I Run Email Retargeting?

Currently email retargeting is available in the following North American countries:

• United States

• Canada

How Can Email Retargeting Be Used for ABM?

1. Identify target mid-market and enterprise level accounts

2. Email lists for users at target accounts are compiled using 3rd party data

3. Run email retargeting programs using the 3rd

party email lists containing users at target accounts

4. Users from target accounts engage with your display ads, visit your website, download your content and more

Email Retargeting vs Other Outbound Marketing Programs

Outbound marketing via display is constantly evolving and includes the 6 current primary types:

1. Site Retargeting

2. Email Retargeting (the topic of today’s presentation)

3. CRM (or Direct Mail) Retargeting

4. Persona-based Retargeting

5. Predictive Retargeting

6. Account-Based Advertising (ABM)

Outbound Marketing

Programs &Benefits

Engagement(Nurture)

In-BannerForm

Conversion

IncreaseSite Visits

OnsiteForm

Conversion

ReachTarget

Accounts

Site Retargeting

Email Retargeting

CRM Retargeting

Persona-based Retargeting

Predictive Retargeting

Account-BasedAdvertising

Primary Benefit Secondary Benefit Account-specific lists N/A

Email Retargeting Best Practices

Best practices to maximize campaign performance

Best Practice #1: Set Up Retargeting Segments

There are two ways to segment your email users:

1. Identify remarketing lists for each segment (separate email lists with at least 40k users per list)

2. Segment via MAP data for users with active MAP cookies

Identify specific content & offers for each segment and deliver highly targeted display ads (via the matched remarketing lists or MAP cookie).

Segment A Segment B Segment C

Best Practice #2: Test Different Ad Sizes & Creative

Identify what resonates with your audience by testing the following:

1. Multiple Ad Sizes [728 x 90, 160 x 600, 300 x 250]

2. In-banner Form Ads vs Smart Banner Ads

3. Different Creatives & Offers/Offer Types

Test different ad sizes and A/B test multiple creatives within each ad size to refine the ads served and optimize campaign performance.

In-Banner Form Ad [300 x 250] 300 x 250

728 x 90Smart Banner Ads

[Recommended to run in 3 sizes]

Best Practice #3: Measure Click-through-Rate

Be sure to measure the engagement for your ads. In order to efficiently optimize the campaign, always measure and track the CTR (click-through rate). Be sure to measure CTR for each:

1. Offer/Offer type in the campaign

2. Version of ad copy

3. Ad size and Ad Type (In-Banner Form Ads and Smart Banner Ads)

Measure the click activity for each campaign creative being served to your email list(s) in the campaign and optimize to maximize engagement.

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Best Practice #4: Apply Frequency Capping

Optimize your email retargeting campaign by applying frequency capping (per month/day/time of day):

1. Specify the number of ads to serve per user/per month (e.g. for B2B campaigns: 30 ads/user/month recommended)

2. Consider serving ads during daytime hours

3. Consider serving ads during the business week

Apply frequency capping to reach your audience during the time(s) you want and to prevent overserving of ads to each individual user.

Best Practice #5: Apply Site Block Lists

Apply site block lists (that are reasonable in size):

1. Block ads from being served on specific undesirable sites or domains

2. Many companies (including Kwanzoo) have a default list of blocked website categories. These categories include mature content, gambling, firearms, etc.

Specify the websites where you do not want your ads served. Make sure your block list is not so large that it will prevent you from reaching your audience.

Best Practice #6: Measure View-throughs

Measure view-through activity resulting from your display campaign: 1. View-through site visits: website visits that result from your

exposure to your display ads 2. View-through conversions: Landing page conversions (on your

website) that occur as a result of your display campaign 3. Assess campaign performance by measuring the # or % of landing

page visitors that converted

Measure view-through site visits and conversions that result from your display campaign (Note: view-through pixels must be in place to measure this data).

Best Practice #7: Boost Your Cookie Pool

Get the most out of your email retargeting campaign by boosting your cookie pool:

1. Send an email blast to your email list(s) with a cookie in it2. The users on a web-based email server will be cookie’d when they

open your email3. Your list match rate will increase (B2B match rates generally

increase by 2 to 3%)4. More of your contacts will be served ads and nurture across the web

by your retargeting campaign

Send an email blast containing a cookie to your email list prior to launch to boost your list match rate for your email retargeting campaign.

Best Practice #8: Track Ad Activity into MAP & CRM

1. Capture ad activity for known and anonymous users for the ads served in your email retargeting campaign.

2. Ad activity and lead data flows into your MAP.

3. MAP pushes data into CRM for your sales team.

4. As a result, leads can be properly nurtured and more MQLs are provided to your sales team.

Track ad activity data for known and anonymous users directly into your MAP and CRM to enhance nurture and produce more MQLs for sales.

Best Practice #9: Practice Good Analytics I

Measure your email retargeting campaign success by examining all key metrics –not just click-through rates and number of leads generated! Be sure you are tracking and analyzing:

1. Budget & Spend: Track spend in real-time across ALL campaigns including cost-per-lead (CPL) metrics.

2. Ad Activity Data: Capture known prospect interactions and anonymous user engagements with your ads directly in your MAP/CRM. (Recall Best Practice #8).

3. View-through Site Visits & Conversions: Measure the impact your campaign has on your website traffic and onsite form fills. (Recall Best Practice #6).

Good analytics include measuring budget and spend, ad engagement data, and view-through data for each campaign from launch to completion.

Best Practice #10: Practice Good Analytics II

Be sure you are tracking and analyzing:

1. Viewability of Ads: Are your ads being served in the top or immediately

viewable area of the browser window? Track where your ads are being

served – ideally at least 13% to 15% of your ads should be “viewable” ads.

2. Campaign Analytics by Creative: Make sure your analytics can be broken

down by creative for proper tracking, optimization, and attribution of your

campaign.

Good analytics include tracking viewability of ads and campaign analytics for each campaign broken down by individual creative.

Best Practice #11: Practice Good Analytics III

Be sure you are tracking and analyzing:

1. Attribution of Captured Leads: track leads back into your MAP/CRM. Use

fields such as Lead Source, Salesforce Campaign ID, etc. to keep track of

your retargeting leads and to identify which leads convert downstream.

2. Lead Staging: Mark and eliminate junk leads, append additional data

(e.g. geo data), and edit leads before posting into your MAP/CRM.

Good analytics include ensuring proper attribution of leads captured by your campaigns and staging of captured leads to append data and eliminate junk.

Summary of Email Retargeting Best Practices

#1 Set up Retargeting Segments #6 Measure View-throughs

#2 Test Different Ad Sizes & Creative #7 Boost Your Cookie Pool

#3 Measure Click-through Rate #8 Track Ad Activity into MAP/CRM

#4 Apply Frequency Capping #9 Practice Good Analytics

#5 Apply Site Block Lists Measure, Track, & Optimize for

Best Campaign Results!

Email Retargeting in Action

Case study overview

Email Retargeting Case Study

• Company Description: Global financial software company

• Offer Types: - Webinar

- White Paper

- Both offers were presented with in-banner form ads and smart banner ads that clicked through to landing page signup

• Geographic Region for Campaign Ad Serving: United States

• Email List Size: 128,000

• Number of Users Served Ads: Approx. 38,000 matched email list users

• Total Ads Served: Approx. 3.5 Million

Email Retargeting Case Study

Campaign Results

• Webinar ads generated the highest level of engagement and most leads for this company’s email retargeting campaign

[Note: this varies by specific audience – for some audiences checklists, white papers, etc. may outperform webinars – important to A/B test!]

Prospect Nurture:

• % Nurture Touches / Impressions: 0.13%

• % Nurture Touches / Viewable Impressions: 1.19%

Value of Nurture Touches Generated* $128,000

Media Costs $23,000

Email Retargeting ROI 550%*Based on $50 value per nurture touch

Intro to Tools for Budgeting & Planning

Planning your email retargeting campaign budget

Planning Your Email Retargeting Budget

Calculate budget & estimated ROI for a singlecampaign or multiple campaigns

Retargeting: - Site retargeting- Email / CRM retargeting

Persona-based Ads

Click to Download Budget Modeler Now

Summary, Wrap-Up, & Questions?

Review of what we’ve covered, Q & A, and where to find helpful resources

Summary

During this webinar we covered:

I. A basic introduction to retargeting – what it is and how it works.

II. An introduction to email retargeting, what it takes to launch and run an email retargeting campaign, and how much it costs.

III. How you can combine Account-Based Marketing (ABM) with Email Retargeting to generate more MQLs.

IV. Best practices to run your email retargeting campaigns, continuously refine the ads you serve, and optimize performance.

V. A real world case study of an email retargeting campaign.

VI. How to quickly budget and deploy an email retargeting campaign.

Resources

Guides

• The Complete Guide to Retargeting [2015 Edition]:

http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/

• The Business Case for Retargeting:

http://www.kwanzoo.com/cms/lp/go/business-case-for-retargeting/

One Sheeters and Solution Sheets

• Kwanzoo One Sheeter: http://kwanzoo.com/content/Kwanzoo_One_Sheeter.pdf

• Email Retargeting Solution Sheet:

http://www.kwanzoo.com/content/Kwanzoo_Email_Retargeting_Solution_Sheet.pdf

• Account-Based Marketing Solution Sheet:

http://www.kwanzoo.com/content/Kwanzoo_Account_Based_Marketing_Solution_Sheet.pdf

Questions?

For more information, please contact us:

• Phone: +1.408.216.7025

• Email: info@kwanzoo.com

• Website: www.kwanzoo.com

• Find us on Social Media: Follow us on Twitter - @kwanzoo and @iyermani

Connect with us on LinkedIn • https://www.linkedin.com/in/iyermani [Mani Iyer, CEO]

• https://www.linkedin.com/in/rlrocker [Rachel Rocker, Customer Success]

Access more resources (including past webinars) on SlideShare http://www.slideshare.net/kwanzoo

Visit Our Website

Thank you for your time!

Campaign Budget & Spend Reporting

Sort Campaigns by:

• Nurture Touches

• Leads

• Average CPL

Real-time insights into campaign budget,

spend to-date & ROI

Drill down by individual

creative – daily and

periodic reports.

Separate “Managed

Campaigns” view for

Agency Partners

Campaign Performance Reporting

Real-time Campaign Performance Metrics

Real-time performance data broken out by

Known MAP Contacts & Anonymous Users

Ad Activity Tracking

Deliver ad activity by Known MAP Contacts to your Sales Team directly in your CRM platform

Rule1

Rule2

Rule3

By 3rd Party IP-based data (named account)

By 1st Party MAP data (e.g. job title, lead score, etc.)

Default content with lead form

By Key Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event)

Rule4

Persona-based Advertising with Kwanzoo

Campaign Budget & ROI Modeling: A Case Study

Kwanzoo has built out a very useful ROI and Budget Modeler tool that we use to help our clients plan retargeting campaigns.

The modeler is downloadable here: http://www.kwanzoo.com/cms/lp/go/roi-budget-modeler/

To show how the modeler works, let us look at a quick case study.

A prospective client comes to us with the following scenario:

- A business that is primarily B2B

- 35,000 users on the in-house email list & 10,000 users on 3rd party list

- Wants to run a 3 month pilot of email retargeting and ABM serving persona-based ads to assess programs and extend if “seeing results” (quality leads incoming)

- Kwanzoo will be responsible for buying the media

1. Email Retargeting

2. Persona-based Advertising

3. Account-based Marketing [ABM]

CASE STUDY – Choose Your Campaign Type

In the first tab of the ROI and Budget Modeler, select campaign solution types. Campaign type(s) that will be run: Email retargeting, Persona-based Advertising, & Account-Based Marketing (ABM)

CASE STUDY – Email Retargeting Campaign

Email Retargeting List Specifics:

- 25,000 users on in-house email lists

- 15,000 users on 3rd party email lists

- Serve 30 ads/user/month

- Initial campaign run for 3 months

The Modeler Shows:

1) Total Site Retargeting Budget for Campaign: $10,872 [$3,624/month]

2) Projected Retargeted Ad Impressions Served: 1.26 M

3) Estimated Leads: (low) 64 to (high) 126

CASE STUDY – Account-based Marketing [ABM]

Account-based Marketing [ABM] Target Account Specifics:

- Segment 1 (e.g. SMB) # of Target Accounts: 500

Employees per Account (Segment 1): 20

- Segment 2 (e.g. Mid-Market) # of Target Accounts: 50

Employees per Account (Segment 2): 150

- Segment 3 (e.g. Enterprise) # of Target Accounts: 2

Employees per Account (Segment 3): 1000

- Serve 15 ABM ads per employee per month

- Initial campaign run for 3 months

The Modeler Shows:

1) Total Site Retargeting Budget for Campaign: $14,262

2) Projected Retargeted Ad Impressions Served: 877,500

3) Estimated Leads: (low) 33 to (high) 66

CASE STUDY – Campaign Budget Summary

The “Budget Summary” tab provides a high-level breakdown of display campaign costs across all campaign types being run.

For our case study, this shows the combined budget for the 3 month email retargeting, persona-based advertising, and ABM campaigns.