Date post: | 16-Jul-2015 |
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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
– 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.
1
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