Back to Life with Email Marketing Stacey Nash Joshua Siler - - PowerPoint PPT Presentation

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Back to Life with Email Marketing Stacey Nash Joshua Siler - - PowerPoint PPT Presentation

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It's Alive! Bringing Dead Prospects Back to Life with Email Marketing Stacey Nash Joshua Siler Director of Marketing Communications VP Technology BMC Software Babcock & Jenkins Thursday, January 21, 2010 Who is BMC Software?

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It's Alive! Bringing Dead Prospects Back to Life with Email Marketing

Joshua Siler

VP Technology Babcock & Jenkins

Stacey Nash

Director of Marketing Communications BMC Software

Thursday, January 21, 2010

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Who is BMC Software?

  • Enterprise software provider
  • $1.87 billion in revenue for 2009
  • Leader is Business Service Management

– Solutions for IT implementation and management teams

Stacey Nash

Director of Marketing Communications

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Who is Babcock & Jenkins?

  • Relationship Marketing Agency
  • Specializing in B2B and high-tech marketing since

1993

  • Clients include BMC, Intel, Sun Microsystems,

LinkedIn, Qwest, Ciena and many others

Stacey Nash Director of Marketing Operations

Joshua Siler

VP of Technology

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SiriusDecisions Report “ According to our research, between 10 and 25 % of B2B

marketing database contacts contain critical errors

  • Organizations must shift their focus from one-time data

cleansing to ongoing data maintenance to turn the tide

  • Not updating records after every sales interaction will lessen

the impact marketing can have on later stages of the demand waterfall.”

  • The Impact of Bad Data on Demand Creation, SiriusDecisions

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Do the Math

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Source: SiriusDecisions

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Role of Central Marketing @ BMC

  • Sets the vision for a

consistent user experience

  • Production and execution of

business unit marketing campaigns

  • Ongoing maintenance and

management of the BMC prospect database

User Experience Compliance Execution

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Marketing Database ~1M Contacts

BMC Email Marketing

Database Newsletter Ongoing Education IT Service and Support CIO Strategy Mainframe News

Spanish Version Italian Version Russian Version Dutch Version Etc…

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Practical Segmentation

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The Lost Contacts

Marketing Database ~1M Contacts

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The Lost Contacts

  • Not every person in the

database has preference information

  • Database erodes at a

constant rate

  • Hundreds of thousands
  • f untouched contacts

Marketing Database ~1M Contacts

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Our Campaign

  • Database clean up campaign
  • Collect updated information from interested

prospects

  • Cull bad names from database
  • Establish a model for ongoing database clean up

campaigns

  • Multiple creative versions
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Campaign Strategy

  • Combination of email and direct mail
  • Messaging split

– Decision makers – IT implementers

  • Offer high value, third party content as a response

incentive

  • Collect prospect classification information on

registration

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Global Considerations

  • Up to 12 language versions of

each

  • Cultural review and translation

– Emails – Web forms – Content

  • Different opt-in rules
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Goals

  • ROI analysis
  • Range of goals approach
  • Internal communications
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The Creative

IT Executives (“Tier 1/2”)

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The Creative

IT Implementers (“Tier 3”)

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Database Clean up

  • Email bounces
  • Returned mail
  • Active respondents
  • NCOA
  • Updates from sales
  • Form data

– Job level information – Communication preferences

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Results Highlights

Tier 1/2 - Execs

  • Initial bounce rate; ~40%

– Records marked invalid in database

  • ~300 C-level executives and ~300 VP-level executives
  • Form completion rates: ~60%
  • Email response rates between 1.42% and 2.74%
  • DM response rates between 0.72% and 8.6%

Tier 3 – IT implementers

  • Lower average completion rates and response rates
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Create Your Own

  • Create a database cleanse campaign when:

– You have a database of unknown/questionable contacts

  • Old data
  • Unknown source
  • Unknown preferences

– You’re ready to improve the quality of your email marketing

  • Personalized content
  • 5 Steps….
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  • 1. Set Goals

Response rates New marketable contacts Immediate opportunities Range of goals

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  • 2. Create a Relevant Incentive

Best possible offer to generate a response Avoid brochures and other ‘selling’ content 3rd party content lends legitimacy and increases perceived value Resist the temptation to sell hard

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  • 3. Use All Available Data

Create a data management process Collect bounces Collect returned mail Rules for creating forms Passive Profiling

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  • 4. Keep your Promises

Getting a response is not a license to spam Use collected information to personalize future communications

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  • 5. Execute Regularly

Average marketing data erodes at a constant rate Cost of dirty data

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Stacey Nash BMC Software Stacey_Nash@bmc.com Joshua Siler Babcock & Jenkins joshuas@bnj.com

Credits/Thank You