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Segmentation & Personalization in Email Marketing - Brafton Webinar

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Segmentation & Personalization in Email Marketing - Brafton Webinar

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Email marketing is an incredibly powerful marketing channel - but only if you know how to leverage it the right way. This webinar covers why you should segment your email database, how to create segments and lists, how to use your email lists for max engagement, email marketing strategies and techniques to try and more. View the video recording here: https://www.brafton.com/webinar/segmentation-and-personalization-in-email-marketing/

Email marketing is an incredibly powerful marketing channel - but only if you know how to leverage it the right way. This webinar covers why you should segment your email database, how to create segments and lists, how to use your email lists for max engagement, email marketing strategies and techniques to try and more. View the video recording here: https://www.brafton.com/webinar/segmentation-and-personalization-in-email-marketing/

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Segmentation & Personalization in Email Marketing - Brafton Webinar

  1. 1. Segmentation and Personalization IN EMAIL MARKETING PRESENTED BY:
  2. 2. Email: One of the Most Valuable Marketing Channels Email marketing boasts high ROI: SOURCE: LITMUS – STATE OF EMAIL REPORT $38:1 $48:1 to To drive results from your email marketing strategy, you need to know how to: Leverage and segment your email database. Personalize your messages. Understand your readers’ preferences extremely well.
  3. 3. Today’s Takeaways Here’s what’s on our agenda for this session: 1. Email segmentation and why it matters 2.12 email segmentation strategies to try 3.How to create email segments 4.Email lists terminology 5.How to use email segments and lists in practice 6.Email personalization 7. Measuring email marketing success
  4. 4. Meet the Speakers
  5. 5. Molly Ploe MEET THE SPEAKER: Molly Ploe is a senior marketing specialist at Brafton. With a degree in journalism and 8+ years of marketing experience, she's learned that more information, more questions and more data are usually good things, until it all becomes disorganized and incomprehensible. She aims to help other marketers collect information and organize it in useful ways that help them achieve their goals.
  6. 6. Alison Moulton MEET THE SPEAKER: Alison is a Solutions Consultant and has over 7 years experience as a Marketo practitioner and admin. She is driven by data and thrives on helping organizations make the most of their entire tech stack.
  7. 7. Email Segmentation and Why it Matters
  8. 8. What is Email Segmentation? Email segmentation is the process of splitting a database of email contacts in to smaller lists of people based on specific criteria.
  9. 9. Why Does it Matter? Email segmentation has two purposes that are both critical to effective email marketing: 1. Segmentation helps you maintain a healthy email reputation. 2. Segmenting and personalizing your emails makes for more effective email marketing.
  10. 10. Improving Your Email Reputation With Segmentation Internet service providers protect their users by preventing spam from entering their inboxes. ISPs assign a sender score to every organization that sends emails, using proprietary methods. High score Your emails always land in recipients’ inboxes Low score Your emails go to the spam folder ISP puts you on a blocklist Your emails are rejected completely
  11. 11. Factors Contributing to Your Sender Score Volume: How many emails you send. Engagement Metrics: High open and click- through rates show your recipients enjoy receiving your emails. High unsubscribe rates demonstrate the opposite. Spam Signals: How often people take the time to mark your email as spam. Bounce Rates: High bounce rates mean your email list isn’t clean. Blocklists: Appearing on Spamhaus, Spamcop, etc. harms your reputation.
  12. 12. How Segmentation Can Improve Your Sender Score You have more control than you might think over those factors, thanks to segmentation. ** Tip: Track your IP and domain reputation in Google Postmaster Tools. Send more emails to people in your database who are most likely to open and engage with them. ISPs see you as a legitimate, non-spammy sender. You’ll see better email campaign outcomes.
  13. 13. Drive Email Marketing Campaign Results With Segmentation Segmentation is the best way to see the high ROI email is known for. By carefully selecting your recipients, you can make sure you’re only emailing people who want to hear from you. They’re most likely to: Open your emails. Click on your links. Spend money with your company. You’re also weeding out under-engaged and unengaged contacts who: ● May harm your sender score over time by ignoring your emails or marking them as spam. ● Don’t want to hear from you right now.
  14. 14. 12 Email Segmentation Strategies to Try
  15. 15. What Segments Should You Create? You can use segmentation to build any kind of email list you can imagine. Structure your segments in ways that make sense for you and your specific business and marketing goals. Every organization’s lists will be different, but let’s take a look at a dozen segmentation ideas to get you started. Just remember: More isn’t more. Having too many segments can lead to inefficiencies.
  16. 16. 1. Segment by Bounced Email Addresses A bounce is when an email client rejects your message, preventing it from landing in the inbox or even the spam folder. Emailing bounced addresses will hurt your sender score – but not all bounces are alike.
  17. 17. Hard Bounce One hard bounce Do not try emailing again. Rejected for permanent reasons: ● The email address is fake. ● There’s a typo in the address.
  18. 18. Soft Bounce Safe to try emailing again. One soft bounce Not worth emailing again. Repeated soft bounces Rejected for a variety of temporary reasons: ● Your contact’s mail server went down. ● They marked your previous emails as spam. ● There’s an OOO autoresponder. ● The email client thinks your attachment looks fishy (or phishy).
  19. 19. 2. Segment by Email Open (or Non-Open) Someone who opens your email likely recognizes your brand and enjoys your content. Follow up with them. Email Open: ● Course launch email → 15% open rate + some enrollments. ● Follow-up email to people who opened but didn’t enroll → 70% open rate + more enrollments! We make a point of doing this after every major asset launch:
  20. 20. 2. Segment by Email Open (or Non-Open) Someone who habitually doesn’t open your emails isn’t interested – and they may bring down your sender score. Keeping them out of your lists can improve open and engagement rates, and send more positive signals to ISPs and email clients. Email Non-Open:
  21. 21. 3. Segment by Industry Audiences from different industries will approach your offerings with different challenges, questions and mindsets. Create industry-relevant email copy for people in those distinct fields.
  22. 22. 4. Segment by Geography Geographic segmentation is especially important to organizations that operate across time zones or regional boundaries. It’s also helpful for businesses with multiple brick-and-mortar locations. Divide your list based on geographies to create hyper-local email content: Align your messaging with local goings-on. Use local spelling or colloquialisms. Share promotions that are unique to each location.
  23. 23. 5. Segment by Job Title People with different job responsibilities will have different questions about your products or services. Though they might work in the same industry, they’ll all benefit from different resources and perspectives.
  24. 24. 6. Segment by Current Customers The cost of retaining a customer is generally much lower than it is to acquire a new one. Maintaining a list of current customers will make it easy to share useful information about product upgrades, company news or additional offerings in your catalog.
  25. 25. 7. Segment by Former Customers Use your former customer segment to find out why they’re not buying from you through a quick survey. You can also send a quick pitch or promotion to see if they’re interested in started something new, while reminding them about the benefits of partnering with your company.
  26. 26. 8. Segment by New Contacts Welcome new contacts to your program through introductory emails that share helpful resources and highlight what your brand stands for. This warm-up process can set you up for more meaningful interactions via email later on.
  27. 27. 9. Segment by Purchase History Send customers information based on what they’ve already purchased. How-to guides, deeper insights and additional product recommendations can help your customers get the most value from their recent purchases while keeping them engaged.
  28. 28. 10. Segment by Filled Out Form You can learn a lot about people based on the forms they fill out on your website. Follow up to provide exactly what they’re looking for. Newsletter sign-up Now you know they want your emails. (Perfect!) Send a roundup of great resources until the next newsletter goes out. eBook download Now you know what topics they’re interested in. Send a related resource to see if that resonates, too. Demo request Now you know they’re in the consideration stage of the sales funnel. Market accordingly.
  29. 29. 11. Segment by Client Lifetime Value You’ll have customers who buy once in a while, and then you’ll have customers who really spend. Thank those high-value customers for their loyalty and patronage through rewards and emails that show your appreciation. You could also offer promotions to customers who spend above a certain threshold, further increasing their CLV.
  30. 30. 12. Segment by Device Used for Email It’s essential to make sure your email looks flawless on all devices, operating systems and email clients. But some things work better when you tailor your emails to different contexts. Send mobile-first contacts emails built specifically for mobile consumption, and likewise with desktop-first contacts. Doing so will create a unique viewing experience unlike the emails you create for cross-platform functionality.
  31. 31. How to Create Email Segments
  32. 32. Creating Segments in an Email Automation Program Each email program is different. We’ll walk you through creating segments in Marketo. Your email automation software has features that allow you to create email segments based on the data you have about each of your contacts.
  33. 33. Email List Terminology
  34. 34. Email Segments vs. Email Lists Once you’ve defined your segmentation, you’ve effectively created a list of people who fit into specific criteria. Let’s pause and take a moment to distinguish between email segments and email lists: An email segment is a subset of your database based on qualifying criteria. ● It grows and shrinks based on how many people fit the conditions of your segment. ● When someone makes a purchase for the first time, they’d be pulled into a segment of current customers. An email list is a static group of contacts. ● It grows and shrinks based on people’s subscription preferences. ● When someone unsubscribes from your newsletter, your email list loses that person.
  35. 35. But different email platforms use their own vernacular. In Marketo, in addition to creating Segmentations, you can also create Smart Lists of contacts, also based on specific qualifiers. All of this is based on your overall Database of contacts.
  36. 36. Email List Logic There are many ways various email programs approach list logic. In Marketo, there are 3 options: ● Use ALL when people should meet every single criterion you’ve set. ● Use ANY when people should be included if they meet one or more criteria. ● Use ADVANCED when you’re dealing with a lot of criteria being used in different ways.
  37. 37. How to Use Email Segments and Lists in Practice
  38. 38. How Should You Use Email Segments? Creating segments is one thing; making the most of them is another. This is where strategy and creativity come together to produce an email campaign that grabs readers’ attention and inspires action. Let’s look at 3 techniques to leverage email segments to create campaigns designed for high engagement.
  39. 39. 1. Introductory Campaigns for New Leads When there’s someone new in your email database, introduce your brand through a drip campaign and give them time to enjoy the content you’re sharing. As the campaign progresses, people will either open or ignore your emails. Filter out unengaged contacts every few weeks. Only the most engaged people will make it to the end – and that’s a good thing.
  40. 40. 2. Follow-up Campaigns Follow-up campaigns are when you send a second email off the back of an initial email. For instance, after you launch an awesome asset, you can filter out the unengaged and re-engage people who expressed interest. Since you’re following up on an action they took, express gratitude, but keep your message short and to the point. Share something valuable to make your second email worthwhile. Done well, these can garner incredibly high open rates, upwards of 80%.
  41. 41. Asset Launch EMAIL 1: We emailed our database our State of Content Marketing report. ● 6.7% open rate :( ● 33.8% click-to-open rate
  42. 42. Follow-up EMAIL 2: Two days later, we emailed only those people who clicked the link in the first email. ● 97.4% open rate (!) ● 98.7% click-to-open rate (!)
  43. 43. 3. Autoresponder Campaigns These are the messages that are automatically deployed when someone fills out a form on our website. Most, if not all, of the forms on your website should initiate an email. These get the highest open rates (34% for us, on average). Naturally, this is because people have requested these emails and expect them.
  44. 44. Email Personalization
  45. 45. Email Segmentation vs. Email Personalization We’ve spent a lot of time looking at segments and lists and how to use them. This is one aspect of personalization, but that’s not the only capability when it comes to tailoring email content to specific readers. A mobile app developer divides its list of customers into groups based on which apps they downloaded. Segmentation The developer advertises a new feature to just the customers who downloaded one particular app. Personalization
  46. 46. What is Email Personalization? Email personalization is the act of using email segments or contact data to tailor messages for the intended recipients. Information like a contact’s first and last name, place of work, job title and more can be used to make your emails hyper-personal.
  47. 47. Personalization With Tokens All this can be done with tokens, which are pieces of code that pull information from your database and place it in your email in a natural-looking way. Just make sure there are no data discrepancies – the last thing you want is to begin an email with “Hi, first name.”
  48. 48. How to Get More Personalization Information From Your Contacts Forms let people enter their own information, filling in your database for you. So, start with a good form strategy for your website. Keep your forms short and minimal, asking for only the information you really need. For more details, consider dynamic or smart forms that request different information based on user signals.
  49. 49. Measuring Email Marketing Success
  50. 50. How Do You Measure Email Marketing Success? When tracking the success of segmentation and personalization in your email strategy, what really matters is your own benchmarks. Start with a spreadsheet, like this one. Fill it in as you go, and pay attention as patterns begin to emerge. Use this data to figure out how to best tailor your email strategy to your readers’ preferences.
  51. 51. Conclusion
  52. 52. Your Turn As powerful as email marketing is, it’s no lie that it’s hard to do right. Time, experience and experimentation are key in getting your email strategy to be as effective as possible. With these tips, you’ll soon be well on your way to better open rates and excellent email ROI.
  53. 53. Thank you. www.brafton.com www.marketo.com molly.ploe@brafton.com

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