personalization & relevancy: targeting your message for your audience
TRANSCRIPT
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Personalization & RelevancyTargeting Your Message for Your Audience
#MakeItPersonal
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Personalization & Relevancy
Skip FiduraGlobal Client Services Director, dotmailerChairman, Email Council, UK DMA
Lauren SmithContent Marketing Manager, Litmus
@SkipFidura@dotmailer@litmusapp#MakeItPersonal
Targeting Your Message for Your Audience
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Email is king
#MakeItPersonal
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4 #MakeItPersonal
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Key takeaways1. An ocean apart – Differences and similarities in US and UK2. Across the channels – Where email fits in the mix of online, mobile,
social, and in-store3. This time it’s personal – Name is just the tip of the iceberg4. Especially for you – Your customers expect you to know who they
are5. Standing out from the crowd – The inbox is crowded6. Hard sell vs. soft sell – You need to sell; they don’t have to buy
#MakeItPersonal
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Key takeaways1. An ocean apart – Differences and similarities in US and UK2. Across the channels – Where email fits in the mix of online, mobile,
social, and in-store3. This time it’s personal – Name is just the tip of the iceberg4. Especially for you – Your customers expect you to know who they
are5. Standing out from the crowd – The inbox is crowded6. Hard sell vs. soft sell – You need to sell; they don’t have to buy
#MakeItPersonal
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Why these takeaways?
Personalization:
“Personalized emails deliver six times higher transaction rates, but 70% of brands fail
to use them.”Source: CMO.com
Relevance:
Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their
interests.” Source: Janrain & Harris Interactive
#MakeItPersonal
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Hype
“Big data driven hyper-personalized contextual omni-channel customer
experiences delivered by cloud based marketing automation solutions”
#MakeItPersonal
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Reality
“Blah blah driven blah-blah blah blah-blah customer blah delivered by blah blah blah
blah solutions”
#MakeItPersonal
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10
Hype
“Big data driven hyper-personalized contextual omni-channel customer
experiences delivered by cloud based marketing automation solutions”
#MakeItPersonal
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Back to the Future…omni-channel customer experiences…
Right Message
#MakeItPersonal
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Back to the Future…omni-channel customer experiences…
Right Message
Big data driven hyper-personalized …
Right Person
#MakeItPersonal
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13
Back to the Future…omni-channel customer experiences…
Right Message
Big data driven hyper-personalized …
Right Person
…marketing automation… Right Time
#MakeItPersonal
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What customers really want
Easy to do business with
#MakeItPersonal
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What customers really want
Recognise who they are
#MakeItPersonal
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What customers really want
Anticipate their needs
#MakeItPersonal
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Personalization
Recognize who they are
#MakeItPersonal
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1818
The impact of personalization
A standard campaign is created and running
Personalizationis added
#MakeItPersonal
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1919
The impact of personalization
A standard campaign is created and running
Personalizationis added
60%increase in clickthrough rates
#MakeItPersonal
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2020
The impact of personalization
A standard campaign is created and running
Personalizationis added
60%increase in clickthrough rates
25%increase inconversions
#MakeItPersonal
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Pop-Overs
#MakeItPersonal
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Pop-Overs
60%increase in revenue from email
1670%increase inconversions
#MakeItPersonal
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Pop-Overs
Client routinely see a lift
of 200-400% in email
capture on the website
when using popovers
#MakeItPersonal
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Pop overs are not just for B2C
#MakeItPersonal
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Pop overs are B2B, too!
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00% 75.66% 75.13%
Bounce Rate
With Popup Without Popup
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%3.08%
1.52%
Subscription Rate
With Popup Without PopupData provided by and used by permission of Smart Insights
#MakeItPersonal
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26 Sign up forms26
Sign up form
#MakeItPersonal
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27 Offline to online27
Offline to online
#MakeItPersonal
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28 Offline to online28
Offline to online
90%new registrations
40%of registrations taking place outside of store opening hours
#MakeItPersonal
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29 Personalization29
Personalization
#MakeItPersonal
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30 Personalization30
Personalization
#MakeItPersonal
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Relevancy
#MakeItPersonal
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32 Personalisation32#MakeItPersonal
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33 Relevancy33
Relevancy
#MakeItPersonal
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34 Relevancy34
Relevancy
#MakeItPersonal
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Last-minute scheduled campaign
#MakeItPersonal
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Econsultancy Daily Pulse
• Dynamic email alert content based on up to 10 user preferences
• Logic-based email automation
#MakeItPersonal
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Build unique journeys• To recognise each customer and
treat them like an individual – you need to offer journeys that at least feel unique.
• Using multipath automation programs with decision nodes you can tailor each customers journey.
#MakeItPersonal
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Dynamic landing pages
#MakeItPersonal
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The Caveats
#MakeItPersonal
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So don’t be this guy …
#MakeItPersonal
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… or this guy
#MakeItPersonal
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#MakeItPersonal
Download the full report
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#MakeItPersonal
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