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Build and optimise campaigns that
convert in the age of inbox overload.
Jamie Brighton
Product Marketing Manager, Adobe
DIGITAL EMAIL SELF




                     2
Why don’t email marketers know me?




                                     3
Quiz
   What percentage of people say they don’t open emails
   because they don’t match their areas of interest?




                                             55%
               10%                            35%   55%




Source: “Consumer Demand Relevance" (2010)

                                                          4
Email continues to lead digital marketing


             E-mail
               Advertising
                   h
             Searcadeshows
                Tr

                Public
               relations

                                            5
Email relevance is your future

         …targeted emails that leverage Web
         site click-stream data on average
         generate a nine times improvement in
         revenue and as much as 32 times more
         in net profit over undifferentiated
         broadcast campaigns.
                      The ROI of Email Relevance




                                                   6
Why we’re failing at adaptive marketing
“Most marketers are hamstrung with antiquated legacy systems, an inability to ‘talk tech’ with IT
groups, and lack of resources to implement marketing automation projects that improve the quality and
outcome of marketing decisions, as well as the effectiveness and performance of marketing teams and
partners,”                                                  CMO Council Calls For Adaptive Marketing
                                                            Practices
                                                            Date: February 07, 2011
                                                            Author: Gayle Kesten, CMO.com



legacy systems + lack of resource
                                                                                                        7
Improve email conversion in 4 stages

        Segment        Trigger



        Optimise      Integrate

                                       8
Centralise digital signals
  1ST PARTY                                                                                                                                                                                                                                                                                                      DSP
                                               0	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  25%	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  50%	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  75%	
  	
  	
  	
  	
  	
  	
  	
  	
  100%	
  

                                Gender	
                                                                                     Male	
                                                                                     Femal
                                                                                                                                                                                                                        e	
  
                      Marital	
  Status	
                                                                                    Single	
                                                                                  Married	
                                                                             AD SERVER

                          Presence	
  of	
                            Male	
                                          No	
                                                                                                    Yes	
  
 2ND PARTY                   Children	
  
                Car	
  Buying	
  Process	
                    Beginning	
                                                                           Middle	
                                                                 End	
  
                                                                                                                                                                                                                                                                                                           EMERGING / VIDEO

         Data     Category	
  Affinity	
  
                                                                Scenarios
                                                                     	
  Pop	
  
                                                              So�	
  	
  Rock	
                                                                                                                          	
  	
  	
  	
  	
  	
  	
  Jazz	
                                             PersonasCar
                                                                                                                                                                                                                                                                                             In Market
                                                                                                                                                                                                                                                                                          Male: Recent     Delivery
                         Popula�on	
                                                                                                                                                                                                                                                           Buyer
                                                                                   Urban	
                                                          Suburb.	
                                                           Rural	
  
                                Density	
  
                    Visit	
  Frequency	
                                                   1-­‐5	
  
                                                                                                                                                                                                                                                                                                                EMAIL
                                                                                                                                                                              6-­‐10	
                                                    10+	
  
  3RD   PARTY
                           Age	
  Range	
                                           18-­‐34	
                                                            35-­‐55	
                                                             55+	
  

                       Housing	
  Type	
                                                                                                                                                                                                                                                                         SITE
                                                                   Hous                                                                                         Apt	
                                                   Office	
  
                                                                                                                                                                                                                                                                                              In Market
                                                                   e	
                                                                                                                                                                                                                      Young Mother
                           HH	
  Income	
                      <£50K	
                                                                               >£50K	
                                                    >£100K	
  


                                                                                                                                                                                                                                                                                                                          9
Identify high value segments
 Segment   Sent
                            298,472
                                      Cart
                            97.6%                 1,741
           Delivered
                                      Additions
                            291,296
                                                  82.6%
           Opened           14.4%

                            41,870
                                      Checkouts   1,438
           Clicked          40.6%

                            17,003
                                                  9.6%
           Product Views    109.1%
                                      Orders       138
                            18,550

           Cart Additions    9.4%

                             1,741

           Checkouts
                            82.6%
                                            STRONG buying
                             1,438
                                             behaviour, but
                             9.6%
           Orders                             WEAK order
                             138
           Revenue                            conversion      10
Improve email conversion in 4 stages

        Segment        Trigger



        Optimise      Integrate

                                       11
Remails work
 Trigger
 Triggered targeted email communications produce 10X
                                                                            >10%
                                                                           Conversion Rate
 greater conversion than Blast Driven email communications




                                                                                                 REVENUE GENERATION
                                                         3.9%
                                                        Conversion Rate

                                2.8%
                              Conversion Rate

  1.1%
 Conversion Rate



   Blast Driven    Profile Driven      Persona Driven   Behaviour Driven   Triggered/Targeted
1:many                                                                                          1:1
                                       SOPHISTICATION
Improve email conversion in 4 stages

        Segment        Trigger



        Optimise      Integrate

                                       13
Remarket to lost conversions
 Optimize




                               14
Test multiple offers
 Optimize



                                A
                        Get 10% off on all Men’s wear




                                B
                       Free Shipping All Month!




                                                        15
Push the winner dynamically on open
 Optimize



                Get 10% off on all Men’s wear
                                                        A
                                                Get 10% off on all Men’s wear




                                                                                16
Push the winner dynamically on open
     Optimize
                                   Remaining Opens                 Email Opens with
   List           Build & Deploy
                                   Automatically                   Randomly Served Offers
   Management     Email
                                   Served Winning Offer




                                                                                      Winner
    100%


Production List




                                              Continually Evaluate Confidence Level
Make offers relevant based on behaviour
 Optimize



                Get 10% off on all Men’s wear




                                                    Targeted
                                                Recommendations


                                                             18
Interactive content drives engagement
 Optimize



                 Get 10% off on all Men’s wear




                                                   Enhanced
                                                 Product Views
                                                                 19
Improve email conversion in 4 stages

        Segment        Trigger



        Optimise      Integrate

                                       20
Integrated email data looks like…
 Integrate
             Email campaign data from partner   With web analytics data
               §    Campaign Attributes          §    Revenue
               §    Opens                        §    Orders
               §    Bounces                      §    Conversion Rate
               §    Click-through                §    Average Order Value, etc.


                     Email Campaign                               Site Conversion
                        Metrics                                        Metrics




                                                                                    21
Build and optimise campaigns that convert in the age of inbox overload
Build and optimise campaigns that convert in the age of inbox overload
Build and optimise campaigns that convert in the age of inbox overload
Key takeaways

  Use the customer’s digital self


  Segment and trigger where appropriate


  Optimise and integrate for efficiency


                                          25
Thank you
jbrighto@adobe.com
@jamiebrighton
@AdobeDigMktg




                     26
27
Build and optimise campaigns that convert in the age of inbox overload

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Build and optimise campaigns that convert in the age of inbox overload

  • 1. Build and optimise campaigns that convert in the age of inbox overload. Jamie Brighton Product Marketing Manager, Adobe
  • 3. Why don’t email marketers know me? 3
  • 4. Quiz What percentage of people say they don’t open emails because they don’t match their areas of interest? 55% 10% 35% 55% Source: “Consumer Demand Relevance" (2010) 4
  • 5. Email continues to lead digital marketing E-mail Advertising h Searcadeshows Tr Public relations 5
  • 6. Email relevance is your future …targeted emails that leverage Web site click-stream data on average generate a nine times improvement in revenue and as much as 32 times more in net profit over undifferentiated broadcast campaigns. The ROI of Email Relevance 6
  • 7. Why we’re failing at adaptive marketing “Most marketers are hamstrung with antiquated legacy systems, an inability to ‘talk tech’ with IT groups, and lack of resources to implement marketing automation projects that improve the quality and outcome of marketing decisions, as well as the effectiveness and performance of marketing teams and partners,” CMO Council Calls For Adaptive Marketing Practices Date: February 07, 2011 Author: Gayle Kesten, CMO.com legacy systems + lack of resource 7
  • 8. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 8
  • 9. Centralise digital signals 1ST PARTY DSP 0                                25%                            50%                            75%                  100%   Gender   Male   Femal e   Marital  Status   Single   Married   AD SERVER Presence  of   Male   No   Yes   2ND PARTY Children   Car  Buying  Process   Beginning   Middle   End   EMERGING / VIDEO Data Category  Affinity   Scenarios  Pop   So�    Rock                Jazz   PersonasCar In Market Male: Recent Delivery Popula�on   Buyer Urban   Suburb.   Rural   Density   Visit  Frequency   1-­‐5   EMAIL 6-­‐10   10+   3RD PARTY Age  Range   18-­‐34   35-­‐55   55+   Housing  Type   SITE Hous Apt   Office   In Market e   Young Mother HH  Income   <£50K   >£50K   >£100K   9
  • 10. Identify high value segments Segment Sent 298,472 Cart 97.6% 1,741 Delivered Additions 291,296 82.6% Opened 14.4% 41,870 Checkouts 1,438 Clicked 40.6% 17,003 9.6% Product Views 109.1% Orders 138 18,550 Cart Additions 9.4% 1,741 Checkouts 82.6% STRONG buying 1,438 behaviour, but 9.6% Orders WEAK order 138 Revenue conversion 10
  • 11. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 11
  • 12. Remails work Trigger Triggered targeted email communications produce 10X >10% Conversion Rate greater conversion than Blast Driven email communications REVENUE GENERATION 3.9% Conversion Rate 2.8% Conversion Rate 1.1% Conversion Rate Blast Driven Profile Driven Persona Driven Behaviour Driven Triggered/Targeted 1:many 1:1 SOPHISTICATION
  • 13. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 13
  • 14. Remarket to lost conversions Optimize 14
  • 15. Test multiple offers Optimize A Get 10% off on all Men’s wear B Free Shipping All Month! 15
  • 16. Push the winner dynamically on open Optimize Get 10% off on all Men’s wear A Get 10% off on all Men’s wear 16
  • 17. Push the winner dynamically on open Optimize Remaining Opens Email Opens with List Build & Deploy Automatically Randomly Served Offers Management Email Served Winning Offer Winner 100% Production List Continually Evaluate Confidence Level
  • 18. Make offers relevant based on behaviour Optimize Get 10% off on all Men’s wear Targeted Recommendations 18
  • 19. Interactive content drives engagement Optimize Get 10% off on all Men’s wear Enhanced Product Views 19
  • 20. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 20
  • 21. Integrated email data looks like… Integrate Email campaign data from partner With web analytics data §  Campaign Attributes §  Revenue §  Opens §  Orders §  Bounces §  Conversion Rate §  Click-through §  Average Order Value, etc. Email Campaign Site Conversion Metrics Metrics 21
  • 25. Key takeaways Use the customer’s digital self Segment and trigger where appropriate Optimise and integrate for efficiency 25
  • 27. 27