How to Make Email Part of an Omnichannel Experience Engage your customers with compelling content through email Jacquelyn Kearns SVP, Global Digital Dun & Bradstreet Jeannine D Allegro VP, Global Leader of Digital Properties Dun & Bradstreet
Dun & Bradstreet (NYSE:DNB): The world's leading source of commercial information and insight on businesses. Commercial database contains more than 225 million business records. Customers use Risk Management Solutions to mitigate credit and supplier risk. Sales & Marketing Solutions provide data management capabilities.. 2
D&B s Digital Journey Roadmap, resources, technology Re-platform, redesign Building an infrastructure Test, measure, learn 3
Session Speaker Headshot @JacKearns Jacquelyn Kearns SVP, Global Digital Dun & Bradstreet Jacquelyn Kearns is a seasoned digital visionary who provides strategic direction and management for Dun & Bradstreet s digital properties, mobile, ecommerce and demand generation. With more than a decade of marketing and product experience, she cultivates an approach that integrates technological preferences to brand authority, which has proved to increase awareness, loyalty and improve marketing capabilities. She previously held posts with Morgan Stanley Investment.Management and New York Life Investment Management. 4
Session Speaker Headshot @digitaltweetie Jeannine D Allegro VP, Global Leader of Digital Properties Dun & Bradstreet Jeannine D Allegro is a tenured digital visionary with solid, effective experience and performance within senior and executive leadership environments. Her extensive experience in the latest digital technologies within customer experience, content management, ecommerce, optimization, analytics and social media gives her the leverage to lead teams that continually drive business outcomes that exceed plan. Prior to joining Dun & Bradstreet, she held management positions at IBM and MetLife. 5
The Opportunity Create a highly engaging experience that delivers a strong value proposition through compelling content. 6
The Customer Suspect Prospect Customer Transactional Contractual User Decision-maker Non-paying within various industries Financial Medical Government Technology 7 Insurance Manufacturing Education
Before: Content overshadowed by a busy experience Audience engagement with website homepage limited to tactical activities Content was unnoticed Navigational elements focus Users stayed on homepage 8 www.dnb.com
After: Direct link to content drives engagement Higher audience engagement with content (non-direct visits) within the Learning Center Engagement became deeper, richer Design enhancements focused on Learning Center Email CTAs Site redesign 9
Challenges Current State 1. Connecting the right content to the right audience 2. When does an engaged visitor turn into a lead? 10 The Future 3. How do we sustain and increase engagement? 4. Continuing to expand the omnichannel experience
Challenge: Connecting the right content to the right audience Lesson 1: Email can directly connect a specific audience to a specific message 11
Establishing a Plan to Connect Step 1: Create an omnichannel strategy using various channels to share specific content for that channel and the type of content aligned Find with the campaigns buyer journey that inspire you. Khan Step Academy 2: Reinforce was one with brand email: whose A content email campaigns email strategy stood directly out for us connects a defined audience to specific content 12
Established a Plan to Connect: Omnichannel Step 1: Enhanced our omnichannel experience Step 2: Created an email campaign Step 3: Identified a target audience 13
Step 1: Omnichannel Experience Interconnected the digital messaging channels Optimized content to be related, relevant and timely Identified email as the initiator of the experience 14
Step 2: Created a content email campaign Using the Khan Academy example, we identified themes and matched with newly-created supporting content. 15
Step 3: Targeted the audience For the initial campaigns, we ve targeted visitors to the site within the last six months. Going forward, we will gather intelligence and offer interest-based content. 16
Results: Within 72 hours of email campaigns Non-direct visitors to the Learning Center viewed up to 400% more pages, including trending and related content alongside the lead article Time on site increased 345% due to the increased engagement Depth of visit metric has increased from 1.7 pages to 4.3 pages Web form submissions have increased an average of 210% Chats have increased an average of 114% 17
18 Email campaigns have shown to be a successful tool for D&B, to connect previous visitors with the content they find valuable.
Challenge: When does an engaged visitor turn into a lead? Lesson 2: Know where a visitor is in the buyer s journey and go along for the ride 19
! WARNING Just because a visitor engages does not mean there is any interest past the initial curiosity 20
Nurture: Turning your visitor into a lead Email nurturing monitors your prospect during the journey and assists by providing the right value proposition through content relevant to their point in time Lead Visitor Customer 21 Content Drips Site Engagement
Collaboration with Nurture Team Established Our Target Audience: Targeted a list of up to 1,000 contacts in our CRM system Profile: Key Criteria: Engaged in last 180 days (prior to each email launch) Matched other criteria (behaviors, preferences) Integrated nurture content Three key new content pieces each campaign The primary CTA drove recipients to a specific landing page 22
Results: Email campaign 16% Open rate increase 150% Increase in CTR Initial campaign prompted a $6,200 sale within 48 hours of a prospect receiving email. 23
Future Challenge: How do we sustain and increase the engagement? Lesson 3: The Secret Sauce Start small, measure, build upon successes 24
Houzz Example: Capture behaviors for a tailored experience Offering multiple options within categories will allow us to map consistent behaviors 25 Incorporating commenting options within the emails will capture open-ended and qualitative data to start a conversation
Future Challenges: Continuing to expand the omnichannel experience Lesson 4: People access information in many ways be present in as many as possible 26
Expanding the Experience Continue to develop distribution channels, such as apps, that make it easier to consume content Website redesigns allow for a more engaging and persona-focused experience to deliver relevant content 27 Continue leveraging email campaigns, driving target audiences to consume new content through various digital channels displaying optimized experiences
Top Takeaways: Connecting your audience to your message with email 1. Build upon your successes to increase engagement 2. Ensure new channels are optimized for audience experience 3. Try new channels, and use email as a conduit to intended destination 4. Nurture and connect with email from engagement to lead to sale 5. Don t be afraid to experiment 28
Thank You Jacquelyn Kearns SVP, Global Digital Dun & Bradstreet @JacKearns Headshot Jeannine D Allegro VP, Global Leader of Digital Properties Dun & Bradstreet @digitaltweetie Headshot 29