acquire, grow & retain customers, fast

Acquire, Grow & Retain Customers, Fast

@eporres

What % of consumers say that retail and media brands don’t

mean anything to them?

0-20%

21-40%

41-60%

61-80%

81-100%

Fewer than 6% of consumers say that “brands

don’t mean anything to them.”

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

Loyalty is a Two-Way Street

of brand loyalists say they want the brand to acknowledge their participation in loyalty programs.40%

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

For publishers, loyalty can’t be boughtLess than a quarter of consumers (23%) say their loyalty to media publishers would be improved by changes in prices or discounts, and just as many said they best way to encourage their loyalty was to improve content.

Are there any media outlets, publishers, or brands you consider

yourself loyal to? If so, please list up to three.

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

US, Canada, Western Europe

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

US

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

Three out of four retail brand loyalists (76%) have interacted with a favorite brand in some way that

could have been personalized over the past

12 monthsSource: Sailthru Q3 Consumer Loyalty Study, n=1,005

Loyalists Interact Digitally

Enabled push notifications from the mobile appSigned up for/received Text (SMS) Messages or alerts

Interacted with their official social media accountsDownloaded or used a mobile app

Received direct (physical) mailReceived/downloaded a digital coupon/code

Signed up for/participated in loyalty programReceived a physical coupon

Received an online messageSigned up for or received an e-mail newsletter

Visited a physical store locationVisited their website

7%8%

12%17%

22%22%22%23%24%

26%51%

61%Loyalist Brand Interactions, past 12 months

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

Almost every interaction with a media publisher can be can be personalized in some way

for the reader

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

Loyalists Interact Digitally

Signed up for/participated in a loyalty programSigned up for/received Text Messages/Alerts

Received physical mailEnabled push notifications from a mobile app

Received an online messageInteracted with official social media accounts

Signed up for email newsletterDownloaded/used mobile app

Visited the websiteRead/watched/listented to content

10%11%

15%16%18%

21%21%

35%66%

70%Loyalist Brand Interactions, past 12 months

Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

We open 49% of all emails on our mobile devices

Source: Sailthru Open Rate Benchmarks, 2015 - 2016

12% Tablet29% PC 10% Other

“My Tesla read my emails for me while

running autonomously.”

Loyalty, Retention and Personalization

of retail brand loyalists say they only want to be shown products or services that are relevant to them.31%

of those retail brand loyalists want their purchase history to be used to tailor messaging content for them.41%of those retail brand loyalists want to be addressed by name.34%of those retail brand loyalists want those brands to acknowledge something specific about them, such as their hobbies and interests

20%Source: Sailthru Q3 Consumer Loyalty Study, n=1,005

Personalization Methods

How to personalize

v

Improve Make a decision

Learn CustomerPreferences v

v

Method: Attribute-Based Personalization

Attribute-based systems look at attributes assigned to a given item. When a person shows interest in or purchases that item, these systems find other items with similar attributes to recommend to that customer.

Generally, attribute-based recommendation systems are Product-based.

Method: Collaborative FilteringCollaborative filtering systems use data from multiple customers to fill in “gaps” in a person’s profile, identifying things they might like based on their similarities to other customers.

Contextual: similarities based on what the person is doing or looking at right now

Historic: similarities based on what the person has done throughout his or her lifetime

Method: Model-Based Collaborative Filtering

Applies machine-learning to the product and person datasets and uses statistical techniques to predict the probability of a customer acting on a given recommendation (or set of recommendations) using the entire dataset.

Model-based approaches are both product- and user-based (A person like X is most likely to respond to products A, B, and C)

Examples of Each

Attribute-Based

Collaborative Filtering“Because you watched…”

“People who bought this also bought…”

Model-BasedCollaborative Filtering

Discover Weekly

“Top picks for you…”

Why Personalize?

Consider the alternative: Disengagement!

Personalized communications reduce opt-

outs by 45%

Source: Sailthru Customer Benchmarks, 2015 - 2016

Personalized messaging performs 27% better than

generic messaging

Source: Sailthru Customer Benchmarks, 2015 - 2016

Personalization Drives Higher Engagement

Source: Sailthru Customer Benchmarks, 2015 - 2016

No Personalization Personalized

Interaction Rates with Emails, Non-Personalized vs. Personalized

+27%

The Real Cost of Not Personalizing Content

Sent by media publishers between October 2015 and September 2016

28 Billion Emails5.3 Billion Opens

211 Million Lost Interactions6.5 Billion additional lost page views

Source: Sailthru Customer Benchmarks, 2015 - 2016

No Personalizati

on

Loyalty matters more than everLoyalists interact digitally more than everThose interactions can be personalizedPersonalization methods vary; choose wisely(Person)alization drives real results

“And don’t forget about

mobile.”

IGNITION

By 2020,50% of all brand

interactions will be personalized

www.sailthru.com sales@sailthru.com817.812.8689@sailthru

NYC HQ160 Varick St.,12th FloorNew York, NY 10013

San Francisco360 Clementina StreetSan Francisco,CA 94103

Los AngelesWeWork LaBrea925 N. LaBrea AveLos Angeles, CA 90038

London6 Ramillies Street2nd Floor, London W1F 7TY, United Kingdom

Wellington31 Dixon StreetLevel 2, Wellington 6011, New Zealand

Pittsburgh100 South Commons Pittsburgh, PA 15212

Thank You@eporres