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? • 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
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 Joshua Siler Stacey Nash VP of Technology Director of Marketing Operations
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 4
Do the Math Source: SiriusDecisions 5
Role of Central Marketing @ BMC • Sets the vision for a consistent user experience • Production and execution of User Experience business unit marketing campaigns • Ongoing maintenance and management of the BMC Execution Compliance prospect database
BMC Email Marketing Ongoing Education IT Service and Support CIO Strategy Database Newsletter Spanish Version Italian Version Marketing Database Russian Version ~1M Contacts Dutch Version Etc… Mainframe News
Practical Segmentation
The Lost Contacts Marketing Database ~1M Contacts
The Lost Contacts • Not every person in the database has preference information • Database erodes at a Marketing Database constant rate ~1M Contacts • Hundreds of thousands of untouched contacts
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
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
Global Considerations • Up to 12 language versions of each • Cultural review and translation – Emails – Web forms – Content • Different opt-in rules
Goals • ROI analysis • Range of goals approach • Internal communications
The Creative IT Executives (“Tier 1/2”)
The Creative IT Implementers (“Tier 3”)
Database Clean up • Email bounces • Returned mail • Active respondents • NCOA • Updates from sales • Form data – Job level information – Communication preferences
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
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….
1. Set Goals Response rates New marketable contacts Immediate opportunities Range of goals
2. Create a Relevant Incentive Best possible offer to generate a response Avoid brochures and other ‘selling’ content 3 rd party content lends legitimacy and increases perceived value Resist the temptation to sell hard
3. Use All Available Data Create a data management process Collect bounces Collect returned mail Rules for creating forms Passive Profiling
4. Keep your Promises Getting a response is not a license to spam Use collected information to personalize future communications
5. Execute Regularly Average marketing data erodes at a constant rate Cost of dirty data
Credits/Thank You Stacey Nash BMC Software Stacey_Nash@bmc.com Joshua Siler Babcock & Jenkins joshuas@bnj.com
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