Date post: | 11-Feb-2017 |
Category: |
Marketing |
Upload: | highroad-solution |
View: | 92 times |
Download: | 1 times |
Creating Personalized Email Experiences
Modern Email Marketing
Today:• Understanding Nature of Today’s Email• Understanding What’s Possible• Why Go Personal• Examples
Email as a MediumPersonal Communication
• Inbox Placement• Personal Screen Space• Agreed to Receive Your
Email!!!!• Perception of Privacy
How Email Works:-Why It’s So Complicated-No standards for email client
-different rules for sizes-different rules for fonts -different rules for images
Multiple ESPs with different rulesReference:http://www.howtogeek.com/56002/htg-explains-how-does-email-work/
How the Web Works:-Why It’s Easier-Open standards accepted by all
Reference:web.stanford.edu
Gates:• Access to Internet on All Ends• ESP Rules for Routing• Your Org’s Network Gates• Your Org’s Email Spam Filters• Your Email Client Browser• Your Email Client Browser
Settings
Getting to a Website
Getting an Email
Conclusion of Email• Someone who has said “Yes! I want your email!” needs to be treated in a very
precious manner
• If you think email is simple, you’re either that sophisticated or that unaware
• Email that gets into the inbox needs to get opened because look how hard you worked to get it there!!
Bottom Line it for Me• Fact: Email isn’t easy. Email is a skilled art/science
• Fact: Email takes a lot of time to do manually for creation, testing & distribution
• Reality: Email use and perception have changed with social/web
• Reality: Mobile reading on email increases intimacy aspect of email as a medium
• Reality: Most associations don’t have dedicated email marketers
• Business Need: Desire to continue to sell through email and provide member benefits that translate to high engagement
Anatomy of an Email NewsletterWhat Are the Component Parts
• Header Image/Logo• First Name• Date• Content• Ads
• Sponsored Content• Ads• Content
• Job Listings• Event Listings• Product Listings
• Footer Info• More images• Unsubscribe• Update Your Preferences
Anatomy of an Email NewsletterFrom a Personalization Standpoint
• Header Image/Logo• First Name• Date• Content• Ads
• Sponsored Content• Ads• Content
• Job Listings• Event Listings• Product Listings
• Footer Info• More images• Unsubscribe• Update Your Preferences
Rethink the EPCNot Just for Compliance, but a Key Driver of Personalization
• Footer Info• More images• Unsubscribe• Update Your Preferences
Key Personalization Input:
• Email Subscriptions• Frequency• Topics• Demographics• Day of Week• Time of Week• Areas of Interest
Other Personalization Drivers• Website Activity• Member Profile Data• Social Media Data• Event Registrations• Purchase Transactions• Committee Roles• Social Community Activity• Any Digital Data that Adds to their Digital Footprint
Rise of Email Personalization
Email Now
Rise of Automation: Top Trend• Let technology do the work• Let staff do the thinking• Personalization Trend
• Individual Email Sends: Use drip campaigns for personal emails that are in context with what the user is actually doing
• “Blast” Email Sends: Use email automation capabilities to deliver hyper-personalized emails en masse
ICE Emails:(Intelligent Contextual Email)
• Member profile-driven• Event-specific• Based on additional logic
e.g. zip code location• Cross-sell & upsell
ICE Emails:(Intelligent Contextual Email)
• Curated content• Content for all• Ability to interact
ICE Emails:(Intelligent Contextual Email)
• Member profile-driven• Event-specific offers• Interactive• User-driven
Don’t Dare to DreamGet to the Dream
First_name=JillianGender = femaleAge = 34
Searched = watches, next dayBrowsed = best sellersViewed blog = 5
Last purchase = 3 months
List = High LTV
Event Data for Personalized Content
Intelligent ContentEvent Data for Personalized Content
Last Browsed
Last Browsed
31
Personalized Experiences
32
Personalized Experiences
33
Personalized Promotional Content
34
Personalized Promotional Content
OPEN RATES
REVENUE
CLICK RATES
5X 3X
3X
36
Cordial Experiments
38
Cordial Event Analytics
39
Cordial Event Analytics
Whew! Summary• Email is VERY viable as a channel, but you need to understand how to
use the medium in today’s world• Consider email personalization projects that are based on automation
and built for you to run without you• Consider all the data you have about your
members/prospects/customers and what you could do with that info if you have it!