The theme of customer-focused retention marketing carried into the second day of the conference when Ted Wham, VP of customer relations marketing at Orbitz, encouraged the audience to rethink the fundamentals of segmentation. He added that marketers should stop thinking about what content will go in this week's messages and should start thinking about sending automated but personalized messages. “Customers are individual people,” he said, pointing out that their emails should be individual too.
Wham said that marketers should be segmenting to create a more personalized experience and thinking about things like “recency, frequency and monetary value.” He said that more than half of customers are gone after six months in Orbitz's email program, but he pointed out that the company sees an increase in transactions from customers that remain. Orbitz, which has more than a 100 billion airline choices a day, sends triggered emails based on key events, such as the time since the most recent click, the time since a customer searched on the site, and the time since a customer has made a purchase.
The company uses email to cross-sell throughout the consideration window. “As we get better at this, we hope to identify individuals based on specific behaviors,” he said. “Are they procrastinators like me, or are they planners like my wife.
Shawn Meyers, product manager at Responsys, said that building a mobile experience would help build retention. “Mobile has the ability to build a relationship and deeper engagement,” he said.