We all know the benefits of personalisation for email marketing, yet many marketers are still struggling to advance beyond the basics. When used well, personalisation can have a transformative effect on not just an email marketing programme, but on your customer experience as a whole. What the full webinar: https://www.pure360.com/webinar/how-to-build-a-world-class-personalisation-strategy/

1. How to Build a World-Class
Email Personalisation Strategy

2. Your hosts
Cara Wilson
Digital Marketing Manager
Pure360
Kath Pay
Founder & CEO
Holistic Email Marketing

3. 3
Some of Holistic Email Marketing’s Clients

4. What we’ll cover today...
● Why personalisation matters
● The current state of email personalisation
● How to build and execute a personalisation strategy
● Examples of world-class personalisation in action

5. About Pure360
Marketing technology:
● Email marketing
● Personalisation
● Behavioural targeting
Established in 2001
Trusted by 1000s of brands

6. Awareness
Consider
Purchase
Upsell
Loyalty
Repeat
Purchases
How we help
Deliver personalised
experiences and automated
marketing across the
customer lifecycle

7. Personalisation - why does it matter?

8. It makes business sense
93%
of companies see an uplift in conversion
rates using personalisation.
ECONSULTANCY

9. Consumers expect it
52%
consumers would switch
away from brands that
don't personalised
communications.
SALESFORCE
88%
of people prefer shopping
with retailers who offer
personalised cross-channel
experiences.
SWIRL NETWORKS

10. Why prioritise personalisation?
Win Win

11. The current state of email
personalisation

12. Our research
Pure360 and Holistic Email Marketing
surveyed 200+ marketers to find out:
● How big a priority
personalisation is
● What their strategy looks like
● What challenges they face

13. The value
● Provide benchmarks
● Understand what personalisation
maturity looks like
● Offer guidance on overcoming the
challenges

14. Strategy

15. As a strategy within your email programme, where does
personalisation stand as a priority?

16. How to do you rate your current ability to
personalise within email?

17. Strategy: Increasing adoption
● Jumping from one-size-fits-all approach to a machine learning solution
would be overwhelming.
● Personalisation works best with incremental improvements.
● Start small, test, learn, gain insights, and progress to the next stage.

18. Challenges

19. What is preventing you from delivering a more
advanced personalisation strategy?

20. Challenges: Find the resource
● If it’s a priority, businesses need to find the resource.
● Parachuting technology into a under-resourced team could result in a loss
of confidence.
● Work with a vendor who can help you overcome your challenges.

21. Channels

22. Which channel do you wish to improve with personalisation?

23. Channels: Thinking beyond channels
● Personalised emails receive 6x higher transaction rates that non-
personalised emails (Experian)
● Channel-first approach will only take you so far.
● Personalisation needs to be an exercise in improving customer experience,
not just squeezing more out of each channel.

24. Data

25. How many types of data do you use to personalise?

26. What data do you use to personalise?

27. Data: Add value not data
● 39% of marketers are using 2 or less data points.
● Basic personalisation isn’t enough to appease consumers.
● 92% of consumers say they aren’t likely to engage with marketing that uses
their first name (Pure360)
● More data ≠ better personalisation. Think how data can add value to the
experience.

28. Content

29. Which types of content do you personalise?

30. Content: Think beyond the open
● A lot of personalisation is happening on the surface, lack of deep
content experiences.
● Think beyond your open rates!
● We send emails so people take action. Prioritise how you personalise
your copy, images and call to actions.

31. Measurement

32. What metrics do you use to measure success?

33. Success: Showing business value
● Great to see 66% are measuring conversions.
● Use campaign metrics to strive for improvements.
● Use customer lifetime value and average order value to inform
wider strategy and report back to the business.

34. How to Build a World-class
Personalisation Strategy

35. Why do we want to deliver
personalised emails?

36. Copyright 2018 Holistic Email Marketing

37. Copyright 2018 Holistic Email Marketing

38. Personalisation is about
creating an experience

39. Personalisation is both
An Art & a Science
Copyright 2018 Holistic Email Marketing

40. Necessary ingredients to personalise
1: Strategy (art)
2: Content (art)
3: Data (science)
4: Technology (science)
Copyright 2018 Holistic Email Marketing

41. Lead with strategy
- not technology
Copyright 2018 Holistic Email Marketing

42. Copyright 2018 Holistic Email Marketing
The majority of email marketers are
still just doing basic segmentation.
Even though we have the easiest
channel to personalise, due to the fact
that email uses a unique ID - the email
address, we’re still not taking advantage
of everything at our disposal.
“

43. What can we use to personalise?
Copyright 2018 Holistic Email Marketing

44. The Art of Personalisation

45. Overt Personalisation

46. 5 ways to provide value through overt
personalisation
• Reward me
• Remind me
• Recognise me
• Support me
• Recommend for me
Copyright 2018 Holistic Email Marketing

47. Reward me
Copyright 2018 Holistic Email Marketing

48. Remind me
Copyright 2018 Holistic Email Marketing

49. Support me
Copyright 2018 Holistic Email Marketing

50. Recognise me
Copyright 2018 Holistic Email Marketing

51. Recommend for me
Copyright 2018 Holistic Email Marketing

52. Covert Personalisation

53. Deliver a delightful,
serendipitous
experience
Copyright 2018 Holistic Email Marketing

54. Technology & AI helps you to scale and be
smart
Since 2016 we at Secret Escapes have been partnering with Jetlore to use
state-of-art AI to make predictions about our consumers and their
behaviour. During this time, we have sent close to 10 billion completely
personalised emails to all our members – that’s means a totally unique
email to each user, each day.
The replacement of our previous ‘segmented’ email in favour of this new
AI-based one has led to impressive results. Over the two-month period of
the initial test we saw the Jetlore algorithm cause a 5% lift in revenue and
a 6% lift in clicks – which, in a company where email is as significant as it
is for us, is incredible.
–Robin Mead, Secret Escapes
Copyright 2018 Holistic Email Marketing
“

55. Don’t worry if
you don’t have
the data for the
individual

56. Getting the right mix

57. How to start building your strategy?
Start small, gain learnings and build on it

58. Questions

59. Download the
report today
www.pure360.com/personalisation-report

60. Thank you!
Ready to learn more?
Book a personal demo at
www.pure360.com/demo