Database Marketing - A Different Approach to Reach Your Target Audience
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Database marketing is an approach to reach targeted audiences through opt-in consumer databases. It involves parties that develop databases, design campaigns, and track metrics like open and click-through rates. Behavioral targeting analyzes user responses to improve performance by tracking how recently and frequently users open emails in different categories. Enhanced behavioral targeting from AsiaOne's database showed improvements of over 20% in click-through rates for campaigns in entertainment, finance, and IT.
Database Marketing - A Different Approach to Reach Your Target Audience
- 1. Database Marketing D t b M k ti A Different Approach to Reach Your Target Audience May 2010
- 2. Parties Involved in Database Marketing
- 3. AsiaOne: Develop opt-in consumer d b l i databases Key Metric: Open Rate
- 4. Client: Design and Copy Writing i d ii Key Metric: Click-Through Rate
- 5. Client Best Practices 1. Define your target audience ¨C be as p precise as p possible. 2. Great 2 G t copywriting ¨C users h dl read iti hardly d every email, especially <ADV>. 3. 3 Get interested users to do something ¨C sers visit your website, do a survey, etc.
- 6. AsiaOne Best Practices ?Most current opt-in consumer database. ?Message reaches th ttargett audience. h the di ?More than 500 clients and sent more than 20 million emails.
- 8. Send & Reach Target
- 9. Reach Means NOT eac ea s O Getting Into Spam Box
- 11. Message Received ? Email ¨C 90.0% g % guaranteed to reach user¡¯s inbox. ¨C Very few competitors can match commitment. ? SMS and MMS ¨C Reaching opt-in users in M1 & Starhub mobile operators. operators ? Location-Based ¨C Target geographically (M1 & Starhub only). ¨C Schedule according to campaign needs. g p g
- 12. Emails received daily Reference: http://www.radicati.com/wp/wp-content/uploads/2009/05/email-stats-report-exec-summary.pdf
- 13. Seconds of Attention Span on the Internet Reference: http://news.bbc.co.uk/2/hi/science/nature/1834682.stm
- 15. Enhanced Email How Does it Work for You? ? Moving images grabs attention, encourages to click through to YOUR g g website and promotes on-site conversion. ? Measuring effectiveness. ¨C Traditional open and click-through rates. ¨C # viewers time spent viewing, geographical viewers, viewing location, # viewed on iPhone and Blackberry.
- 16. Updated Opt-In Database
- 17. Registrations Added to AsiaOne Database Monthly
- 18. Advanced Database System Duplicates Removed R d
- 19. Remove ¡°Dead¡± Data Dead Invalid Email Adds. Removed Add R d
- 20. Analyzed Data Track User Behaviour
- 25. Every opened mail is TRACKED
- 26. Every Campaign is Assigned a Behavioural Category
- 27. Behavioural Targeting Cosmopolitan Enterprising Travel Business Sports Property Motoring News Entertainment Personal?Finance Lifestyle Personal Shopping Health Fashion?&?Beauty Fashion & Beauty Computing?& Computing & IT Culinary?& Wine Education Parenting &?Homes g Crafts?&?Photography g p y
- 28. Available Email Cosmopolitan Enterprising Travel 118,814 Business 75,923 Sports 55,515 Property 114,205 Motoring 67,971 News 56,956 Entertainment 138,681 Personal?Finance 114,205 Lifestyle Personal Shopping 70,741 Health 79,778 Fashion?&?Beauty Fashion & Beauty 31,010 31 010 Computing?& Computing & IT 99,639 99 639 Culinary?& Wine 50,751 Education 92,620 Parenting &?Homes 35,555 Crafts?&?Photography 10,315 As of March 2010
- 29. Available Mobile Cosmopolitan Enterprising Travel 120,576 Business 104,890 Sports 58,466 Property 37,130 Motoring 65,891 News 107,321 Entertainment 227,834 Personal?Finance 131,411 Lifestyle Personal Shopping 105,568 Health 79,923 Fashion?&?Beauty Fashion & Beauty 38,418 38 418 Computing?& Computing & IT 144,148 144 148 Culinary?& Wine 61,099 Education 79,970 Parenting &?Homes 49,023 Crafts?&?Photography 7,542 As of March 2010
- 30. Available Email & Mobile Cosmopolitan Enterprising Travel 66,550 Business 41,378 Sports 30,341 Property 17,491 Motoring 37,665 News 37,864 Entertainment 83,542 Personal?Finance 75,615 Lifestyle Personal Shopping 43,290 Health 44,307 Fashion?&?Beauty Fashion & Beauty 21,152 21 152 Computing?& Computing & IT 57,987 57 987 Culinary?& Wine 35,071 Education 52,579 Parenting &?Homes 25,592 Crafts?&?Photography 6,948 As of March 2010
- 31. Behavioural Targeting How Does it Work for You? ? Reach active users from your targeted demographic base. g p ? U Users respond (i active) t <ADV> when d (i.e. ti ) to ADV h the category interest them. ? Responses are backed b more than 20 by million emails sent over 5 years.
- 32. Enhanced B h i E h d Behavioural T l Targeting i
- 36. IBU Analyzes Database Response Trends Weekly to Improve Performance Consumer Behaviour Change Over Time
- 39. Tracks Behavioural Changes as Consumers Evolve ? Behaviours?are?constantly?checked?to?optimize?open?rate?performance. ? Checks?are?done?statistically,?focusing?on: ¨C How?recent?they?opened?emails. ? Users?who?open?emails?recently?are?considered?to?be?better?than?those?who?opened? some?time?back. some time back ¨C Frequency?of?Opening?Emails ? Users?who?opened?emails?of?a?particular?category?more?often than?others?are?considered? more?interested?to?receiving?emails?of?the?same?type. ¨C Interval?Between?Opening?Emails ? Users?who?opened?more?than?2?emails?recently is?more?interested?than?others?who? opened?the?same?number?over?a?longer?interval?period.
- 40. Enhanced Behaviour Works Total?Delivered? Open?rate? Click?Rate Improvement?in? Campaign Targeting (%) (%) (%) Click?Rate?(%) ST?and?BT? Opt©\In 98.89 24.68 1.35 Entertainment Subscriber (Concert) Enhanced 97.82 63.62 1.63 Entertainment 20.74% Behaviour PMEB?and?age? Opt©\In 98.28 26.78 0.88 Finance 25©\44 (Banking) Enhanced 99.73 49.39 2.13 Finance 142.05% Behaviour Opt©\In 94.12 15.61 2.22 age?16©\50 Computer?&?IT (Internet) Enhanced 99.29 66.7 7.06 Computer/IT p / 218.02% Behaviour B h i
- 41. For more information, please contact the following: Contact : Darren Yan Mobile : +65.9182.5717 Direct : +65.6319.2297 Email : darreny@sph.com.sg