Creating a highly responsive database – a how to guide
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Maximiles is a loyalty program company with over 7.8 million members across Europe. It creates highly responsive databases through building engaging loyalty programs, acquiring members through various targeted sources, constantly refreshing member data, maintaining data through personalization and targeted communications, and analyzing campaign performance. Maximiles is recognized as a top email agency due to its experience, deliverability, personalization, targeting, prequalification of members, and creative testing. It has successfully run targeted campaigns for clients like Kellogg's, Monsoon, Dell, Bastyan, and DFS to acquire new customers or increase sales among specific audience segments. Clients praise Maximiles for campaigns that consistently meet required metrics and for its flexible high-level service.
Creating a highly responsive database – a how to guide
- 2. Creating a highly responsive database – a how to guide Guy Keeling Managing Director, Maximiles UK 24 June, 2011
- 3. Who are we?
- 4. Created: 1999 Offices: Paris, London, Berlin & Casablanca Territories: France, UK, Germany, Spain, Italy, Holland, Switzerland, Austria & Morocco Employees: 122 Shareholders: Listed on NYSE Euronext Paris since 2005 The Maximiles • Management • Various investment funds Group • Individuals Accredited by:
- 5. Online coalition loyalty program 7.8M The Number One Coalition Program for Online members Loyalty to attract and retain customers, increase 120 their loyalty and drive more profitable customer partners relationships. Proprietary motivation/loyalty 47 white programs labels Providing innovative technology and marketing What we do solutions for own‐branded loyalty, motivation and incentive programs. Online research and sampling 2.5M surveys Panel incentive, Panel recruitment and Survey sampling. Email marketing 3M Market your products and services directly to our opted‐in highly‐qualified member database. emails
- 6. So how responsive is our database?
- 7. • Maximiles is a Top 10 email agency • Recognised by leading digital agencies as a top performing list Maximiles UK • • Database of over 1.5M UK members Sends 12‐15M email per month – Direct • 50‐70 targeted solus email different campaigns per month • Bounce rates – less than 0.5% Marketing • Industry leading open rates – up to 95% for some targeted campaigns • Industry leading click rates – up to 65% depending on campaigns
- 9. • Maximiles.co.uk rewards programme • Maximiles.co.uk is a community of millions of members who are highly engaged in the programme over the long‐ term • Maximiles.co.uk provides members with value‐adding Build your services which give loads of opportunities to earn points which members can redeem for great value rewards database around an engaging proposition
- 10. • Double‐opt in membership programme – CRUCIAL • Members actively seeking points earning opportunities and special offers • We have over 1.5 million members opted‐in to receive Maximiles emails • We aim to offer them targeted deals and offers .co.uk • We have over 65 attributes per member on which to target • Not just lifestyle also behavioural • Able to collect fresh data very quickly (Quick polls)
- 11. Multi‐channel approach to ensure the right data for the right campaigns •Loyalty retail partners – coalition programme ‐ engaged online Build your shoppers •Small volume highly targeted acquisition campaigns for niche database from consumer bases – Survey completers, ITDMs, Students, Casino Players etc. good sources •Larger volume competition driven campaigns –, viral videos •Referral programme – word of mouth – powerful •PPC – highly targeted for the targets you want
- 12. • Identify gaps in database Constantly • Use data appends where possible/affordable to augment existing data increase and • • Run “fun” polls and surveys – Quick polls Maximiles run constant requalification initiatives to get members to resupply or augment existing data – our data refresh the is “Fresh” data you hold But don’t forget to gather as much data as possible from the start – it’s easier than trying to add it later
- 13. • Target your communications – get the right communication to the right customer ― Use behavioural data where possible ― Use transactional data if available ― Use quick polls and surveys to ask campaign specific Maintain the questions ― Maximiles able to target on 65 attributes not including polls database you • Constantly monitor and adjust the volume of communications your database receives. already have ― High volume of emails is not necessarily bad/ a low volume of emails is not necessarily good • Invest in reactivation and reengagement initiatives • Let your database guide you – satisfaction surveys – what will keep them active and engaged with the offers they receive.
- 14. So, how do you use your responsive database effectively?
- 15. • Experience – Our management team have over 50 years experience within data marketing • Deliverability – Proprietary technology which is Sender score certified & a market leading interface • Personalisation – Send solus content within Maximiles template, which is personalised with points balance & first name • Targeted – Communications selected by relevance & qualified by action • Timing Maximiles ― Users are sent email at times when are most active or when they joined the Maximiles scheme – a top 10 ― If you bought a greetings card, You will be presented with relevant gift ideas on the anniversary of that purchase email agency ― Users are targeted by renewal anniversary, We use the data collected to send relevant money saving offer before renewal dates • Prequalification – Use of custom built Quick Poll technology to collect niche or time sensitive data. This turns the broadcast from a ‘cold’ send into a warm send • Discerning Creative – in house creative team work to ensure the right call to action within each creative • Analysis – In house insight and analysis team examine campaign performance to help build a detailed profile on users
- 16. Kellogg’s Targeting a hard to reach audience How this was done? •Maximiles ran an Quick poll in the run up to the campaign/festival season •Targeted users who stated were going to a festival with an email a few days before the event Benefits •Highly targeted relevant advertising •Open rates of over 75% & over 20% CTR •Positioning Kellogg's to a new & hard to reach audience
- 17. Monsoon Large volume response from a highly How this was done? targeted group •Email drive to female users aged 18‐25 years •Had stated an interest in fashion, previously shopped or earned points at stores like Gap, H&M, ASOS or via emails for L’Oreal, Maybelline Benefits •Quick, cost effective CPA campaign, registrations were delivered within 1 week •No wastage on users – Monsoon only paid for users after successful delivery of first outbound email send •Acquisition of members for future marketing activity & increased brand awareness
- 19. Blue Water Targeted users who live within 45 minute drive time of the Shopping centre
- 20. Dell Targeted users with a send on a Friday with the latest weekend offers from Dell. This is a fast, effective & highly relevant blast of emails.
- 21. Bastyan Targeted woman over 35 & earning over £40k p.a. with a highly relevant competition
- 22. DFS Norfolk and Suffolk test send, Targeted to females 25‐ 45 years with a household income £15k‐30k
- 23. The proof
- 24. Clients
- 25. "We’ve worked with Maximiles for over 5 years and we continue to have a great relationship with them. We find the data consistently converts to the required metrics for our end clients and we receive a high level of service. They’re extremely flexible and are always willing to offer advice on getting the best from each campaign." Tim Calvert‐Jones ‐ List & Media Planning Director at Response One Group What our "I have been working closely with Maximiles for the last 9 years. I have always received the highest level of service, clients say professionalism & ultimately results for my campaigns. I value the expertise and advice I receive and they are always my first about us point of contact for B2C data marketing." Justin Brown ‐ Head of Digital Strategy at The Cloud Nine Agency "We have used Maximiles for over five years with repeated success for a number of clients. We come back to them for their excellent response rates, warm pro‐active customer service and their willingness to be flexible to our requirements." Andy Pringle ‐ Head of DM & eDM at Zenith Optimedia
- 26. • We are able to work with you: ― Designing acquisition campaigns ― Micro‐sites ― Competitions ― Email creative What we can ― Email sending do for you ― CPA, CPM or CPC ― Customer insight and business ― Highly qualified triggered emails • We will work with you to price the campaign so that it works back to your target metrics
- 27. Andy Newland Sales Director Telephone: 0207 819 2858 Email: a.newland@maximiles.com Address: Union Court Lofts Contact us 20‐22 Union Road London SW4 6JP or visit us at Stand D168 in the Online Marketing Show