MarketingSherpa Blog

National Geographic was sending an enormous amount of emails to its list – as much as almost 18 messages a week on average, depending on the season and the target segment within its database.

There were multiple marketing and creative teams sending those messages, so along with volume, branding and just simple look-and-feel was an issue as well.

To compound those problems, when a creative piece worked, it was re-used. A lot. A subscriber receiving a high frequency of emails might see the same, albeit (at least originally) high-performing, image for weeks or months on end.

Unsubcribes became an issue, particularly among the best converting recipients who were receiving the highest volume of email.

Kill your marketing calendar

I’m reporting live from Responsys Interact 2013 in San Francisco (Full Disclosure: I am a guest of Responsys at this event). Eric Brodnax, EVP, Digital Products, National Geographic Society, shared steps about how that well-known brand sought to overcome this challenge by taking a very customer-centric approach to completely change its email strategy in a session titled “Kill your marketing calendar. Moving from campaign-led to customer-led marketing.”

“What we saw was the retention rate was directly correlating to the number of messages they were receiving,” Eric said.

National Geographic used three learnings to turn this problem around across its email campaign ecosystem:

1. Ignoring your customer’s wishes impacts the entire business.

2. Your organization needs unified ownership of the customer relationship.

• Without central oversight, it’s easy to mail too much.
• It’s often your best customers who are treated the worst.
• Problems compound as time passes.

3. Tailor your message to your (internal) audience.

• Use analogies. Numbers don’t speak to everyone. In this case, Eric used the analogy of overfishing the ocean.
• Be patient. You may need to repeat your message again and again.
• Appeal to core values. Most companies claim to respect the customer and value collaboration.

“In the end, [appealing to core values] will resonate with people,”  Eric said. “But, if you don’t change the way you do business, you’re not going to make any differences.”

The implementation of business rules and frequency caps

I also had the chance to get insight into this email transformation from Marc Haseltine, Email Marketing Manager, National Geographic:

By actively monitoring our comments inbox and communicating with our email subscriber base, those on the front line of the program were aware that many customers felt like they were being over-communicated with via email.

These individual comments and feedback that were being received helped surface issues and potential problem areas in our email program for our data analysis group to really dig into. Their work helped identify long term trends that were impacting the email program.

We were actively targeting all our email campaigns, whether it was based on customers’ and fans’ stated preferences, purchase activity or geolocation, however, the email channel was helping to support so much of the Society’s content, activities and products.  Without business rules and frequency caps, it’d be possible for those most engaged with our brand to sometimes receive up to four emails a day from us.

Marc added that this email transformation is still in the early stages and the key metrics for the team are engagement, CLV (customer lifetime value), active time-on-file and unsubcribes. The marketing challenge in these email metrics is they have to be tracked over an extended period of time to provide relevant insights.

He also said the key change to the email program was the centralization of National Geographic’s marketing – bringing all of the email campaigns under one roof, so to speak – and really focusing on each customer’s contact points to make the email programs more personalized.

Related Resources:

Day 1 at Responsys Interact 2013: The relationship era

Email Marketing: 142% higher open rate, 15% bigger list from retailer’s strategy

Email Marketing: 5 tactics to personalize your email message for better results

Protect Your List: How to Fight 3 Internal Battles over Email Strategy

Email Marketing: 208% higher conversion rate for targeted emails over batch-and-blast

Categories: Email Marketing Tags: business rules, content, customer theory, Email Marketing, frequency caps, messaging, volume of email

You’ve determined if there is any true value in your marketing and you’ve taken the steps to craft your value proposition, when the one looming question hits you – what should I do next?

Turning theory into action was the key focus of Tony Doty, Senior Manager of Optimization, MECLABS, and Lauren Maki, Manager of Optimization, MECLABS, during the Industry Deep Dive session, “Value Proposition: How to turn that shiny, new value prop into a high-performing page,” here at MarketingSherpa and MarketingExperiments Optimization Summit 2013.

“We have a lot of great tools for developing value proposition, but often we find a lot of marketers asking us what to do next and that’s what this is all about,” Tony said.

Today’s MarketingSherpa blog post will feature four questions every marketer should ask themselves about what the next step should be for implementing value proposition development into marketing efforts.

Question #1: Who is my target audience?

Tony and Lauren explained before you think about where you will express your value prop statements, you need to first determine who your audience for that value proposition is and what their needs are.

“We should always craft a value proposition with a customer’s needs in mind,” Tony said.

Question #2: Do I know where my customers are coming from?

Tony also explained once you’ve identified the target audience for your value proposition, you need to understand the channels where your traffic comes from, and adapt your message as needed per channel.

Lauren brought up a good point that customers from different channels have different needs and motivations, so your value proposition placement should be strategic within each channel.

To do this, she explained you first need to identify not just who your target prospect group is, but also where that prospect group is coming from.

“There’s a lot more places than just your homepage for your value proposition,” Lauren explained. “Look at your data to determine if what you’re doing is effective once you’ve started putting your value propositions into place [in those different channels].”

Some of the channels Lauren highlighted in her example are:

• Targeted email campaigns
• PPC campaigns
• Display ads
• Referral sites
• Landing pages
• Product pages
• Informational pages
• Cart checkout
• Social media

Read more…

Categories: Marketing Tags: A/B testing, conversion rate optimization, customer theory, markeitng tactics, marketing insights, metrics, optimization summit, Value Proposition

Through testing with our Research Partners, I’ve discovered a few common mistakes marketers make when crafting paid search campaigns using Google AdWords.

So, in today’s MarketingSherpa blog post, my goal is to provide you with a few fundamentals  to aid  paid search marketing efforts and, hopefully, help you avoid a few pitfalls along the way.

Mistake #1: Grouping all keywords into one ad group

Keywords are the heart of your ads and relevance is their soul.

So, if you lump all of your keywords into one ad group, the impact will be some keywords become highly relevant to the ad group while others are not.

This is a common mistake marketers make under the guise that the tactic will boost impressions. It will – but this approach is more expensive and those less relevant keywords that boost impressions are also likely to underperform.

Think of it this way … would you run an ad for plumbing fixtures in People magazine with the expectations that it will perform like an ad for the latest celebrity perfume line?

Mistake #2: Not testing ads

Another common mistake marketers make is not testing their ads.

Although testing is something we live and breathe every day at MECLABS, it’s important to understand in digital marketing, there are no sacred cows. Speculation on campaign performance is for the birds – unless you test, you’ll never discover what really works.

So, my suggestion is that you test. With AdWords, having two or more tests running is ideal as there is no other way to effectively benchmark an ad’s performance efficiently.

Read more…

Categories: Search Marketing Tags: conversion rate optimization, improving keyword campaigns, keyword relevance, Paid search marketing, PPC ads, PPC Marketing, Search Marketing, using Google Adwords

Far too often, marketers become so ingrained within their own industry they fail to look elsewhere for valuable insights. My goal for this post is to challenge you to broaden your horizons and escape the confines of your industry.

I’m willing to bet you’ll find something worthwhile.

First, a definition …

Cross-industry competitive analysis is a study of company behavior and performance, outside of one specific industry, comparing several significant competitors. Using appropriate tools and tactics, researchers use analytic data to determine paradigm shifts within similar industries, and make predictions about possible cross-industry trends.

(MECLABS has a series of free competitive analysis templates for you to download, in case you need a little help getting started.)

Where to begin?

Now, one of the most difficult aspects of cross-industry competitive analysis is trying to figure out where to begin. Are you supposed to arbitrarily select a different industry from which to begin pulling valuable insights? The answer is found in one key aspect of every company – from the brand-new startup, to corporate giants like Apple, every company has one thing in common that they cannot survive without …

The customer.

It doesn’t matter if you have the greatest product in the world – without an interested customer, it really has no more value than the old shoe on the side of the road. I cannot stress this enough: the key to finding valuable insights in other industries is putting yourself in the shoes of your customer.

Read more…

Categories: Marketing Tags: analytics, competitive analysis, competitors, customer insights, testing

When I was growing up, I remember a phrase my dad would use as a delay tactic on making big ticket purchase decisions that often frustrated my mother.

“I’ll ask the boys at work,“ he would reply.

My dad’s insistence on consulting people he perceived as experts before making a purchase is telling of human behavior – customers prefer to make decisions based on information, not persuasion.

I mention this because a shift to information over persuasion is coming to social media, driven by Facebook’s new Graph Search tool.

The way Graph Search works is simple … it filters our search results by what our friends and neighbors have previously liked and shared with us.

From a business intelligence perspective, the implications of this new function could be far reaching, given Graph Search allows users to formulate their perceptions of goods and services based on reviews from people they know and trust, potentially sidestepping most marketing efforts.

Here’s an example of Graph Search in action using the surroundings of our office here in Jacksonville Beach to put this into further perspective …

With Graph Search, relevance is king

Imagine you’ve just bought a beach cruiser and you’re searching Facebook to find the best spots for fun and entertainment in Jacksonville Beach.

Now, let’s say you search for “fun places to bike in Jacksonville Beach.”

Graph Search will present options your friends or other bicycle enthusiasts in a given geographical proximity have liked and shared.

From a customer’s perspective, this makes total sense.

Would you prefer to sift through a laundry list of options presented at random, or evaluate choices your friends and other biking enthusiasts are recommending?

Read more…

Categories: Social Networking Evangelism Community Tags: Channel Marketing, content marketing, customer insights, Marketing-Sales funnel, SEO, social media, social media platforms

MarketingSherpa and MarketingExperiments Optimization Summit 2013 is rapidly approaching, and today’s video excerpt offers an exciting preview for one of the sessions, “Boston Globe: Discovering and optimizing a value proposition,” featuring Peter Doucette, Executive Director of Circulation Sales & Marketing, The Boston Globe.

At last year’s Summit, Peter’s presentation was titled, “The Boston Globe: Managing a transition from free to paid product,” covering an ongoing and relatively early-stage testing and optimization program. This year’s presentation will discuss part two of that process.

In this excerpt, Peter and Pamela Markey, Senior Director of Marketing, MECLABS, talk about how tablets became an important digital form factor for The Boston Globe’s new online subscriber strategy, some of the customer insight that began informing the strategy and the new direction insight created at The Boston Globe.

Also, if you would like to hear the entire process Peter and his team at The Boston Globe undertook to transform the way it approached both its online and offline audience, watch the full presentation from last year’s Optimization Summit from the MarketingSherpa Video Archive.

Read more…

Categories: Consumer Marketing Tags: boston globe, case study, customer insight, marketing strategy, optimization summit

Technology is fantastic. But, it’s not magic.

Marketing analytics can be extremely powerful. However, just like any other tool or technology, it takes hard (and smart) work to turn data into knowledge.

So, in the MarketingSherpa 2013 Marketing Analytics Benchmark Report (sponsored by Paramore), we asked marketers …

Q: What were your organization’s most frustrating challenges with marketing analytics in 2012?

Then, we asked your peers what they thought about this marketing research. Here’s what they had to say …

Interpretation of data

What is interesting is that the top two challenges are related to the interpretation of data, not the collection of data.

We have finally turned the corner on the basic blocking and tackling of data consolidation through technology and processes, and now the most important challenges are focused on how to effectively use the analytics for improved decision making.

It has taken a long time to get to this point, but it is encouraging to see that 42% of respondents stated that acting on data to improve marketing performance was their #1 challenge, followed by combining data from multiple sources to draw correlations and make predictions (41%).

Integrating systems and siloed data finally has fallen to the bottom as most marketers have the technology and tools to do this process. Now we have to do the hard part and make the data talk to us, guide us, and give us insights.

– Cyndi Greenglass, Senior Vice President, Strategic Solutions, Diamond Marketing Solutions

Read more…

Categories: Marketing Tags: analytics, data interpretation, marketing analytics, test interpretation, testing

One of my responsibilities as a Research Analyst is to manage ongoing test planning with our Research Partners and at times, keeping tests running smoothly can be a challenge.

This is especially true when you consider testing is not a static event – it’s more like a living, breathing continuous cycle of motion.

But even with so many moving parts, effectively managing test plans can be made a little easier with two proven key factors for success – planning and preparation.

Today’s MarketingSherpa blog post is three tips for test planning management. Our goal is to give marketers a few simple best practices to help keep their testing queue in good order.

Step #1: Create

Creating a universal test planner everyone on your team can access is a great place to start.

For our research team, we created a universal test planner including:

• Results from prior testing with our Research Partner
• Current active tests
• Any future testing planned
• A list of test statuses definitions that everyone on the team understands – (test active, test complete, inconclusive, etc.)
• A brief description of what is being tested (call-to-action button test, value copy test, etc.)
• A list of who is responsible for each task in the test plan

Step#2: Organize

As I mentioned in the previous step, the status of a test can change and, based on the results, so will the ideas and priorities for future testing.

Some tests will move forward in the queue, and others will be pushed back to a later time.

So, to help keep our team informed of changes in the testing environment, we update the planner throughout the day and in real time during brainstorming sessions based on results and Partner feedback.

This allows us to focus our research and testing strategy efforts on expanding on discoveries versus chasing our tails to keep up-to-date.

Read more…

Categories: Research And Measurement Tags: analytics, conversion rate optimization, measurement, online testing, test planning, testing, testing cycles

For today’s MarketingSherpa blog post, we have an infographic from Kentico, “Customer Experience in the Digital Age.”

The research behind the infographic was an eight-question survey of 200 Internet users via SurveyMonkey in February 2013, and the survey was open to both consumer and B2B brand interactions.

Here are few data points on the surveyed Internet users:

The gender breakdown was 54% male and 46% female, and the age breakdown included …

• 18-24 – 10%
• 25-34 – 20%
• 35-44 – 24%
• 45-54 – 19%
• 55-64 – 15%
• 65-74 – 10%
• Over 74 – 2%

To help put this infographic – and the research that went into the content – into context, I had the chance to interview Thom Robbins, Chief Evangelist, Kentico Software.

MarketingSherpa: What were some of the key findings?

Thom Robbins: Company websites were second (25%) behind word of mouth (28%) in weighing most heavily on impacting brand affinity. In-store experiences factored [at] 18%.

Perhaps most surprising was the discovery that only 7% of respondents felt their brand experience was affected by social networks such as Facebook or Twitter, but I think this may be misleading. People may be influenced by social media a lot more than they think they are, through both direct and indirect interactions.

MS: Did any results come as a surprise?

TR: Other than the small role social media seemed to have, which I think merely shows us it’s a channel still on the rise, I was most surprised to see that 69% of those surveyed said they were willing to give up personal data in exchange for more customized service.

MS: Were there any results that might inform future research, or uncovered data points that deserve/require a deeper dive into customer insights?

TR: Well, I thought it was very telling that 97% were ready to forgive poor service as long as the company offers up a quick response or correction.

It’s important for businesses to know that while mistakes will be made, in the age of social media, every single customer experience counts. You can’t afford [to have] anyone to walk away unhappy, and there’s really no excuse given how forgiving customers are as long as you respond quickly to complaints.

Read more…

Categories: Online Marketing Tags: customer experience, customer insights, customer relationship management, infographic, Online Marketing, social media

“What gets measured is what gets done.” So says the old business maxim, at least.

We wanted to know what marketers get done, so to speak, so in the 2013 Marketing Analytics Benchmark Report, we asked…

Q: Which of the following are you involved with tracking, analyzing or reporting on for your organization?

We asked the MarketingSherpa community about these results, and here’s what they had to say …

Managing through measurement

These results highlight the indifference, or perhaps lack of experience, when it comes to tracking marketing, especially social media marketing.

As these channels can be tracked offline (via call tracking) and online, via dynamic numbers and email tracking, it still seems as though there are trackers and non-trackers in terms of marketing specialists.

Even with a nudge effect of marketing across several channels, the ROI of these nudges is important and should be tracked.

The old adage of “managing through measurement” is still important and not having accurate measurement to call upon leaves marketing specialists arguing based on their opinions rather than facts. (And, that’s a sure way to the exit door).

– Boyd Butler, Consultant

Read more…

Categories: Research And Measurement Tags: marketing analytics, marketing tracking, measurement, research