alchemy worx: stop segmenting, start personalizing!
TRANSCRIPT
hosted by hosted by
Thursday 28th May 2015 16.00 BST
Deal Quist, CEO, Alchemy Worx
Stop segmenting start personalizing!
uk.linkedin.com/in/delaquist
@delaquist & @alchemyworx
hosted by
Want to view the recorded webinar?
Please click here
to watch now
hosted by
• 10+ years experience digital marketing B2B
and B2C in retail and travel
• Marketing Manager at cloud.IQ
• cloud.IQ – cart recovery and conversion
technology
• Increase revenue with our conversion tools
Your host
Lotty Cumming
@cloudiqapps
hosted by
• Founder and CEO of Alchemy Worx - world’s
largest digital agency with a 100% focus on email
• Clients inc. Tesco, Aviva & Carphone Warehouse
• 25,000 hours thinking about email
• International speaker on all matters email
• Member of UK DMA's Email Marketing Council
and integral to many other recognised industry
bodies including IAB and FAST.
Your speaker
It’s About The Address!
Anyone Without An Email Address Is The Digital
Equivalent of Homeless
hosted by
hosted by
How We Make Decisions
System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a marvel, with some flaws
System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out.
If I say 2 plus 2, a number comes to your mind. That is System 1 working.
You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory.
If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2.
Thinking, Fast and Slow - By Daniel Kahneman
Current thinking - Assumes all decision making in
rational and conscious
In future – We will recognise the importance of influence
and subconscious decision making
hosted by
Marketo study: Effect of segmentation on engagement
hosted by
Alchemy Worx study: Effect of segmentation on open rates
Featuring data from eDatasource panel and Touchstone
Customers now expect
highly personalised experiences
But 1:1 personalisation is a
big challenge for marketers
Responsive Master Template - quickly create a
range of commercial and triggered emails that are
highly relevant
hosted by
Dynamic
content library
Month Content type Where? Title/Description Content Format Action required Ownership Status
Car F, F2Common myths and driving
misconceptionsLanding Page Reuse (see link) AW - Dan H Pending
Home F, F2Concerned about unexpected
repair costs?Landing Page New article AW - Dan H In Progress
Health 1 - medical F Healthchat - diabetes Landing Page New article AW - Jenny B In Progress
Health 2 - l ifestyle F2 Feeling 'Appy? Stress apps Landing Page New article AW - Dan H In Progress
Travel F2 Our verdict on the top 10 beaches Landing Page Reuse (see link) Aviva - Sue Assigned
Life F, F2 Planning for the future Landing Page Video Aviva - Sue Assigned
Topical 1 - Health TNHS introduces new breast
cancer screening optionReport synopsis New article AW - Jenny B In Progress
Topical 2 - Money T2014 Budget: How will your
retirement plans change?Landing Page New article AW - Nat L In Progress
Topical 3 - Home T Flooding advice Landing Page Re-use (see link) AW - Dan H In Progress
Niche - Pet F2How pets benefit a child's
developmentLanding Page New article AW - Nat L On Hold
Competition 1 CWin a pa ir of tickets to Aviva
Premiership Rugby MatchEmail Refresh (see link) Aviva - Sue Pending
Competition 2 C
Give your chi ldren the opportunity
to tra in l ike a profess ional
footbal ler
Email Refresh (see link) Aviva - Sue Assigned
Advantages 1 ARed Driving School - 2 lessons for
price of 1Email Refresh (see link) AW - Nat L In Progress
Advantages 2 ANational Tyres and Autocare - 50%
off MOTEmail Refresh (see link) AW - Nat L In Progress
Advantages 3 A Gi lbert Rugby - Save 25% Email Refresh (see link) AW - Nat L In Progress
Advantages 4 A eFloris t - Save 20% off flowers Email Refresh (see link) AW - Nat L In Progress
Product - Health P My Health Counts Email Re-use (see link) AW - Dan H In Progress
Product - Car P Aviva Drive App Email Re-use (see link) AW - Tim D In Progress
Product - Life PTest Your Knowledge: Reti rement
PlanningEmail Re-use (see link) AW - Tim D In Progress
Extra 1 - brand E1 Rai lway Chi ldren Email Update (see link) AW - Nat L Pending
Extra 1 - brand E1Brighton Marathon - Breast
Cancer AwarenessEmail New AW - Dan H Pending
Extra 2 - offer E2 Refer-a-friend Email Re-use (see link) AW - Nat L In Progress
EXTR
AS
APRIL
Deployment:
30/03/2014
PR
IMA
RY
CO
NTE
NT
CO
MP
/AD
VA
NTA
GES
Dynamic Content Library
Content
Structure
Customer 1 Customer 2
A dynamic content library filters through a goals-driven
structure to produce highly personalised content
hosted by
hosted by
32
True personalisation isn’t content personalised to the segment…
… it’s content
personalised
to the customer
hosted by
Automated email programs can also be works of art
Welcome Conversion Milestone Triggers Lapsed
hosted by
Want To Automate And Need Help?
• Maximize automation capabilities of your ESP
• Build Device Responsive Master Templates or Library
• Create Predictive Dynamic Content Repository
• Custom Reporting
• Virtual A/B Subject Line Testing
Contact us: [email protected]
Most popular articles:
The uncomfortable truth about segmentation
FIVE reasons why open reach will revolutionise your email
marketing
http://bit.ly/1KzdOKG
http://bit.ly/1g4VGe7
Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm
How to create emails that sell – even unopened http://bit.ly/1jGjbtI
Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ
Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs
Further reading
hosted by
hosted by
UP NEXT:
How to Create Campaigns That Actually Convert
Using Conversion-Centered Design
Thursday 28th May 2015 17.00 BST
Oli Gardner, Co-Founder, Unbounce