innovating one-to-one: designing personal digital experiences

Designing Personal Digital Experiences

Christopher FrasierSenior Director, Client Success

BlueHornet, a Digital River Company @chrisfrasier

Agenda

• Email & Digital Marketing at Large

• Relevance & Personalization – Data

– Execution

– Optimization

• Questions

Email & Digital Marketing at Large

49%US Online

Consumers are always addressable

60%US consumers own

a smartphone

11-15%Marketers report of online revenue

attributed to email marketing

Did you know?

As of September 2013, 48% of email was opened on a mobile device

Relevance & Personalization

BlueHornet Email Maturity Model

10

SIGN UP

LANDING PAGES

WEB FORMS

PROMOTIONS

OPT-DOWN

WELCOME

BEHAVIORAL DATA

BASIC SEGMENTATION

WINBACK

TRANSACTIONAL

TRIGGERS

POST-PURCHASE UPSELL

REWARDS PROGRAM

FTAF

SHARE TO S0CIAL

BlueHornet Email Maturity Model

11

SWEEPS

SIGN UP

PREF CENTER

TEXT TO JOIN

LANDING PAGES

WEB FORMS

PROMOTIONS

MOBILE APPS

PROGRESSIVE PROFILING

OPT-DOWN

MOBILE TARGETING

WELCOME

BEHAVIORAL DATA

BASIC SEGMENTATION

WINBACK

TRANSACTIONAL

SOCIAL TARGETING

ABANDON CART

TRIGGERS

POST-PURCHASE UPSELL

REPLENISHMENT TRIGGERS

ADVANCED SEGMENTATION

REWARDS PROGRAM

ENGAGEMENT

SOCIAL EMAIL

FTAF

SHARE TO S0CIAL

EXCLUSIVE OFFERS

REVIEWS

Value of Targeting

Example StatisticsPromotional Email

Example StatisticsLifecycle Email

Open Rate 18.8% 40% higher26.3%

Click-through Rate 1.9% 9% higher2.1%

Conversion Rate 2.7% 3.1%

Average Order Value $62.89 16% higher$72.8

Revenue-Per-Email $0.03 42% higher$0.05

Unsubscribe Rate 0.099% 0.222%1

15% higher

124% higher

The Path to Personalization

DATA

Acquisition

Progressive Profiling

PERSONALIZATION

Content

Mobile Design

Social Integration

OPTIMIZATION

Testing

10011010101100010101011010100010111100111010101011010101010110101010101001010110

Relevance & Personalization:

DATA

Is Your Data Actionable?

95% 39% 39% 26%

Data within organizations that remains

untapped.

Marketers who think data is collected too

infrequently or not real-time

enough.

Marketers who say they can’t turn their data into actionable

insight.

Organizations that don’t use real-time on-site behavior to

personalize the website experience.

Source: Monetate, June 2013

Engagement Data

• Engagement segmentation should be a core component of program

• Adjust timing of segment definitions based on your audience• Define clear goals for each segment• Set contact strategy around these segments: lifecycle programs,

frequency, content restrictions, etc.

Engagement Segment Definitions

New New subscriber in the past 30 days

Active Not new + opened or clicked an email in the past 60 days

At Risk Not new + last open or click was 61 to 90 days prior

Inactive Not new + last open or click was more than 91 days ago

– Progressive Profiling is used to determine what their subscribers look for most in an Insurance Company

– Add the answers to subscriber profiles

– Leverage responses to individualize content

Progressive Profiling METLIFE

Progressive Profiling CAMBRIDGE INTERACTIVE

– Pre-determine 3-5 additional elements to drive relevance

– Present questions or polls as sub content, generated dynamically, as determined by profile completeness

Quantity VS. QualityACQUISITION STRATEGIES

QUANTITY

BOTHWeb/Event

Acquisition/Purchase

QUALITYReferral

Organic Site Subscription Subscription at Conversion Text to Join

Social SubscriptionLoyalty Programs

Sweepstakes

Contests Co-Registration

Email Append

Preference CenterPACSUN

Test Use of Strategic Lightbox

100%+Result in lift in

average enrollment

Sweepstakes and Contests

– Minimize data collection (only necessary contact info up-front)

– Name

– Email

– Phone (SMS Opportunity)

– Address

– Age

– Opt-In

– Promote social sharing as a referral source

Social Login

Of consumers have encountered social login

before… 50% use it with 91% satisfied with the social login

experience

88%

Provides access to profile information for better targeting

Opt-Out SurveyBLINDS GALORE

Relevance & Personalization:

Execution

- Simplify your email deployment process by creating one email that contains multiple areas of unique content for each recipient

- Communicate to subscribers on a personalized and relevant level to improve engagement and retention

- Improve revenue & engagement per email rates by up to 2 times

Content PersonalizationOVERVIEW

Global Hotel Alliance Loyalty Program utilizes dynamic content to provide exclusive, individualized email experiences based on over 1,000 content variations and 7 Different Languages!

• Background Color: The background color changes based on subscriber tier level of Platinum, Gold or Black.

• Main Content: Text changes based on if a subscriber is new to the GHA brand or if they are an existing subscriber as as the subscriber’s brand affiliation.

• Member Account Summary: The account content changes based on subscriber’s profile.

• Offer Content: Offers changes based on subscriber brand affiliation and geographic region. These offers are also randomized.

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2

3

4

Content PersonalizationIN ACTION

– Use subscribers first name and a real-time content in email partner to personalize the Starbucks cup

Real-Time PersonalizationSTARBUCKS

Time-Based PersonalizationIdeal Email Channel Revenue Distribution by Email Type

Most robust email marketing programs derive at least 55% of email channel revenue from lifecycle marketing and transactional email

Promotions &

Newsletters60%

Transactional25%

Lifecycle15%

Emails Delivered

Promotions &

Newsletters45%

Transactional20%

Lifecycle35%

Email Revenue

Time-Based PersonalizationPROGRAM EXAMPLES

• Membership Renewal

• Welcome Series

• Anniversaries

• Event/Geo Based

• Lifecycle Applications

• Re-Engagement of At-Risk Members

• Social Connection

– Grow social program awareness and increase “friends” by sending an email focused solely on just your social programs

Social Connection

The Case for Mobile2014 CONSUMER VIEWS

Mobile Responsive DesignSLACKER RADIO

Increase in click-through with their responsive email

template, jumping from .82% to 4.5%

450%

Relevance & Personalization:

Optimization

Vehicle for Testing

– Use subscribers as a focus group

– Test elements like branding and positioning, voice and tone, tag lines and more

– Learn what is resonating with your customers before taking the leap

36

100%60% 80%

Metrics-based methodology

DYNAMIC PERSONALIZATION

MULTIVARIATE TESTING

A/B TESTING

INDEPENDENTJUDGEMENT

BEST PRACTICES

A B

Data-driven email optimizationSTATISTICALLY-VALID TESTING FORMS FOUNDATION FOR CONTINUOUS IMPROVEMENT

Key Takeaways

– Email is not dead. In many verticals, email remains the cornerstone of the digital marketer’s strategy

– Change is the only constant. Stay focused on your audience and cater to their ever-changing behaviors

– Relevance is still king. Make sure you look at creating personalized experience from a content, timing, behavior and display perspective

– Big Data is great, but, in the meantime, leverage the small data you have in big ways

– Test & Optimize

Key Takeaways