Prague, 06 / 10 / 2016 Krzysztof Jarecki

Strategy and technologyFuture of Email

Marketing

Data in 2016Massive amounts of data being produced (Big Data)

1992100ftB/DAY

1997100ftB/HOUR

2002100ftB/SECOND

201328,875ftB/

SECOND

201850,000ftB/

SECONDsource: vcloudnews.com

2

Data in 2016Number of customer communication channels

grows(Facebook, Instagram, Snapchat, KIK, Line, Messenger, Whatsapp,

WeChat, etc.)

source: statista.com

100100100100100122200215222249300300320

400

555640

697

8539001000

Tele

gram

Link

edIn

BBM

Pint

eres

t

VKon

takt

eyy

Snap

chat

LIN

E

Sina

Wei

bo

Vibe

r

Skyp

e

Baid

u Ti

eba

Twitt

er

Inst

agra

m

Tum

blr

QZo

ne

WeC

hat

QQ

Face

book

M

esse

nge

rWha

tsAp

p

Face

book

500

500

15901500

Leading social networks worldwide as of April 2016, ranked by number of active users (in millions)

3

3.0%

We arenot using

any

9.1%

31or more

3.0%

21-3011-20

51.5%

5-10

6.1%

1-4

12.4Blended Average

27.3%How many distinct toolsets does your organization (or your clients) use in support of data-driven marketing or advertising today?

Data in 2016Data is siloed in multiple systems – 12 on

averageMultiple profiles of the same usersTrue customer centricity impossible

source: Winterberry Group report4

Data in the futureCustomer data centralized

Data becomes actionable informationOmni-channel communication managed by single

platformBi-directional

communication One user profile across channels True

one to one experience

5

Email as a passport

of the digital ageEmail address identifies users between channels (logins / hashes)

CRM retargeting - Email address used to reach audience in other ways than sending an email

source: statista.com

• Facebook Custom Audiences / 1,712 billion users, 206 million visitors in Aug 2016 /

• ftoogle Customer Match / 240 million visitors in August 2016 /

• Twitter Audiences / 313 million monthly active users /

• Yandex Audiences• LiveIntent / 140 million unique users /

6

Email hashMD5, SHA256, SHA3Irreversible krzysztof.jarecki@expertsender.com

becomes 686ac7a7fed34705477cb6330a91f999

Actionable only if someone has the original email address Anonymous way to match people

across web and devices Hash allows sharing data anonymously

Unprecedented data sharing possibilties

7

Leveraging

shared dataContent publishers can share action items data anonymously

Action data can be mined into intentFinancial data can be appended anonymously

8

Website visitors

Reachingthe anonymous

Currently unknown website visitors will become addressable via emailLook-alike email audiences will be anonymously shared among brands

Anonymous Addressable

9

Data science everydayEVective lead scoring will be automated

Moving from deterministic to probabilistic with more data sources

Predictive modelling will become realityProspects P0 P1 P2 P3

RecencyP4

P5 P6 P7 P8+

New Cust

Acquistion Audience

Core Customers

Low Customers

Lapsed & Dormant Customers

High

Low

Value

source: wiland.com10

Data science everydayRecommendation engines will have more data points to

mine Look-alike audiences can be modelled (Facebook Look-alike Audiences)

Look-alike email audiences will be shared among brands

Online brand audience

Look-alike model

source: wiland.com11

S

NP

VP

ProV

NP

PP

Det

N Prep

NPN

I atethe

spaghetti

with

chopsticks

Subject line, Call To Actions, Email Copy startups like Persado and Phrasee.co with cognitive content and sentiment analysis

source: persado.com

Automated content

12

Automated content

Example by Phrasee.coAwesome deep dive

13

Real time context marketingMatched in real-time content using in-depth data (stock availability, location, recommendations) – startups like

AgileMail.ru ,Wylei, MovableInk

source: wylei.com

Automated content

14

Testing 2.0

Touchstone

Eyequant

Predictive content testing– calculates open rates based on subject before sending

– predictive eyetracking

source: touchstonetests.io15

Smart Split testingStop wasting money by sending the less profitable versions

during testing

Testing 2.0

Split Test

A/B test

1975_1976

1975_1977

1976_1977

16

Thank You !

Krzysztof JareckiVP Global Business Development

Reach me at:krzysztof.jarecki@expertsender.com

expertsender.com