8. Segmentation = Relevant Messaging
Case Study
The Challenge: Declining/Stagnant Open Rates hovering
around 22% - 18% from sending messages to all members.
Family Style Italian Restaurant
#fb2012
9. Solution: Learn Guest Preferences to gain additional insight for better
message targeting.
#fb2012
10. Survey = Customer Data
Survey was sent to the
entire list
24% Open Rate
#fb2012
11. Special Occasion Data Analysis
Survey Question: Are you ever the event organizer for your group?
Frequency of Organizing Events for Large Groups
4%
22%
Very frequently
24%
Somewhat frequently
Rarely
Never
50%
#fb2012
12. Family Data Analysis
Survey Questions:
How old are your children? Do you have children living at home?
Age of Children Living at Home Children Living at Home
12000
10000
Number of Responses
8000
Yes
6000 45%
No
4000
55%
2000
0
0-5 6-12 13-17 18+
Age
#fb2012
13. Segmentation = Relevant Messaging = Higher Open Rates
Family Mailing
53% Open Rate
Special Occasion
Mailing
40% Open Rate
#fb2012
14. 90 Million Active Subscribers and the Email Providers
they use!
COMCAST.NET
AOL.COM 4%
11%
YAHOO.COM
28% GMAIL.COM
16%
OTHER HOTMAIL.COM
24% 14%
MSN.COM
3%
#fb2012
15. Email Client vs. Age
Under 18 18 -34 35-49 50-64 65 or older Rather not say
Other 3% 42% 34% 17% 3%1%
Hotmail 6% 58% 24% 10% 2%
AOL 4% 38% 32% 22% 3%1%
Yahoo 4% 53% 30% 12% 1%
Gmail 4% 68% 21% 6% 1%
#fb2012
17. "Recognizing it's not every day that you get a chance for
free pizza and Pepsi MAX on the simple flip of a coin, we
expect the rush of people signing up for Papa Rewards to
continue right up until the official coin is tossed. "John
Schnatter, Papa John's founder, chairman and CEO.
The reward for Papa John’s was that they
gained more insight into new and old
customers.
#fb2012
18. Action Based Messaging
Fishbowl Open Rates
% Open Rate
83%
57%
46% 47% 47%
36%
32%
22% 23%
Postcards All Messages Program Preference Birthday Family Join Loyalty Progam Welcome Preference
Anniversary Center Center Thank
You
#fb2012
21. Why we need to keep an eye on Mobile
Email?
Global Smartphone unit sales are expected to grow 25%, as people
exchange their feature phones for more advanced devices.
#fb2012
32. jamieoliver Pinterest is great, I
don't bloody understand it but I
think it's great I think ..... But its a
cool way to search good stuff I
suppose mmmm
#fb2012
36. Top 4 predictions for 2012
Winning Marketing programs will become data
driven end to end.
A tighter bond will be formed between all
marketing channels.
We will need to optimize our messaging for mobile
Image based Marketing will become an intricate
part of your marketing program.
#fb2012