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Creating a highly responsive database – a how to guide
Guy KeelingManaging Director, Maximiles UK
24 June, 2011
Who are we?
Created: 1999Offices: Paris, London, Berlin & Casablanca
Territories: France, UK, Germany, Spain, Italy,
Holland, Switzerland, Austria & Morocco
Employees: 122Shareholders: Listed
on NYSE Euronext Paris since
2005
• Management
• Various investment funds
• Individuals
Accredited by:
The Maximiles Group
What
we do
Online coalition loyalty programThe Number One Coalition Program for Online
Loyalty to attract and retain customers, increase
their loyalty and drive more profitable customer
relationships.
Proprietary motivation/loyalty programs
Providing innovative technology and marketing
solutions for own‐branded loyalty, motivation and
incentive programs.
Online research and samplingPanel incentive, Panel recruitment and Survey
sampling.
Email marketingMarket your products and services directly to our
highly‐qualified member database.
7.8M
members
120
partners
47 white
labels
3M
opted‐in
emails
2.5M
surveys
So how responsive is our database?
Maximiles UK – Direct Marketing
• Maximiles is a Top 10 email agency
• Recognised
by leading digital agencies as a top performing
list
• Database
of over 1.5M UK members
• Sends
12‐15M email per month
• 50‐70 targeted solus email
different campaigns per month
• Bounce rates
– less than 0.5%
• Industry leading open rates
– up to 95% for some targeted
campaigns
• Industry leading click rates
– up to 65% depending on
campaigns
How do you build a responsive database?
Build
your database around an engaging proposition
• Maximiles.co.uk rewards programme
• Maximiles.co.uk is a community
of millions
of members
who are highly engaged in the programme over the long‐
term
• Maximiles.co.uk provides members with value‐adding
services
which give loads of opportunities to earn points
which members can redeem for great value rewards
Maximiles .co.uk
• Double‐opt in membership programme – CRUCIAL
• Members actively seeking points earning opportunities
and special offers
• We have over 1.5 million members opted‐in to receive
emails
• We aim to offer them targeted deals and offers
• We have over 65 attributes per member on which to
target
• Not just lifestyle also behavioural
• Able to collect fresh data very quickly (Quick polls)
Build your database from good sources
Multi‐channel approach to ensure the right data for the right campaigns
•Loyalty retail partners –
coalition programme ‐
engaged online
shoppers
•Small volume highly targeted acquisition campaigns for niche
consumer bases – Survey completers, ITDMs, Students, Casino
Players etc.
•Larger volume competition driven campaigns –, viral videos
•Referral programme – word of mouth – powerful
•PPC – highly targeted for the targets you want
Constantly increase and refresh the data you hold
• Identify gaps in database
• Use data appends where possible/affordable to augment
existing data
• Run “fun”
polls and surveys – Quick polls
• Maximiles run constant requalification initiatives to get
members to resupply or augment existing data – our data
is “Fresh”
But don’t forget to gather as much data as possible from the
start – it’s easier than trying to add it later
Maintain
the database you already have
• Target your communications
– get the right
communication to the right customer
―
Use behavioural data where possible
―
Use transactional data if available
―
Use quick polls and surveys to ask campaign specific
questions
―
Maximiles able to target on 65 attributes not
including polls
• Constantly monitor and adjust
the volume of
communications your database receives.
―
High volume of emails is not necessarily bad/ a low
volume of emails is not necessarily good
• Invest
in reactivation and reengagement initiatives
• Let your database guide you
– satisfaction surveys – what
will keep them active and engaged with the offers they
receive.
So, how do you use your responsive database
effectively?
Maximiles – a top 10 email agency
• Experience
– Our management team have over
50
years
experience within data marketing
• Deliverability
– Proprietary technology which is Sender
score certified & a market leading interface
• Personalisation
– Send solus content within Maximiles
template, which is personalised with points balance & first
name
• Targeted
–
Communications selected by relevance &
qualified by action
• Timing
―
Users are sent email at times when are most active
or when they joined the Maximiles scheme
―
If you bought a greetings card, You will be presented
with relevant gift ideas on the anniversary of that
purchase
―
Users are targeted by renewal anniversary, We use
the data collected to send relevant money saving
offer before renewal dates
• Prequalification
– Use of custom built Quick Poll
technology to collect niche or time sensitive data. This
turns the broadcast from a ‘cold’
send into a warm send
• Discerning Creative – in house creative team work to
ensure the right call to action within each creative
• Analysis
– In house insight and analysis team examine
campaign performance to help build a detailed profile on
users
Kellogg’s Targeting a hard to reach audience How this was done?
•Maximiles ran an Quick poll in the run up to the campaign/festival season•Targeted users who stated were going to a festival with an email
a few days before the
event
Benefits•Highly targeted relevant advertising•Open rates of over 75% & over 20% CTR•Positioning Kellogg's to a new & hard to reach audience
Monsoon Large volume response from a highly targeted group How this was done?
•Email drive to female users aged 18‐25 years•Had stated an interest in fashion, previously shopped or earned points at stores like Gap,
H&M, ASOS or via emails for L’Oreal, Maybelline
Benefits•Quick, cost effective CPA campaign, registrations were delivered
within 1 week•No wastage on users –
Monsoon only paid for users after successful delivery of first
outbound email send
•Acquisition of members for future marketing activity & increased
brand awareness
Other recent campaigns
Blue Water Targeted users who live within 45 minute drive time of the Shopping centre
Dell Targeted users with a send on a Friday with the latest weekend offers from Dell. This is a fast, effective & highly relevant blast of emails.
Bastyan Targeted woman over 35 & earning over £40k p.a. with a highly relevant competition
DFS Norfolk and Suffolk test send, Targeted to females 25‐ 45 years with a household income £15k‐30k
The proof
Clients
What
our clients say about us
"We’ve worked with Maximiles for over 5 years and we
continue to have a great relationship with them. We find the
data consistently converts to the required metrics for our end
clients and we receive a high level of service. They’re extremely
flexible and are always willing to offer advice on getting the
best from each campaign."
Tim Calvert‐Jones ‐
List & Media Planning Director at Response
One Group
"I have been working closely with Maximiles for the last 9
years. I have always received the highest level of service,
professionalism & ultimately results for my campaigns. I value
the expertise and advice I receive and they are always my first
point of contact for B2C data marketing."
Justin Brown ‐
Head of Digital Strategy at The Cloud Nine
Agency
"We have used Maximiles for over five years with repeated
success for a number of clients.
We come back to them for their excellent response rates, warm
pro‐active customer service and their willingness to be flexible
to our requirements."
Andy Pringle ‐
Head of DM & eDM at Zenith Optimedia
What
we can do for you and business
• We are able to work with you:―
Designing acquisition campaigns
―
Micro‐sites
―
Competitions
―
Email creative
―
Email sending
―
CPA, CPM or CPC
―
Customer insight
―
Highly qualified triggered emails
• We will work with you to price the campaign so that it works back to your
target metrics
or visit us at Stand D168
in the
Online Marketing Show
Contact
us
Andy Newland Sales Director
Telephone:
0207 819 2858
Email:
Address:
Union Court Lofts
20‐22 Union Road
London
SW4 6JP