Innovating One-to-One: Designing Personal Digital Experiences
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Innovating One-to-One: Designing Personal Digital Experiences
- 1. Designing Personal Digital Experiences Christopher Frasier Senior Director, Client Success BlueHornet, a Digital River Company @chrisfrasier
- 2. Agenda • Email & Digital Marketing at Large • Relevance & Personalization – Data – Execution – Optimization • Questions
- 3. Email & Digital Marketing at Large
- 5. 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?
- 6. As of September 2013, 48% of email was opened on a mobile device
- 10. 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
- 11. 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
- 12. Value of Targeting Example Statistics Promotional Email Example Statistics Lifecycle 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
- 13. The Path to Personalization DATA Acquisition Progressive Profiling PERSONALIZATION Content Mobile Design Social Integration OPTIMIZATION Testing 1001101010110001 0101011010100010 1111001110101010 1101010101011010 1010101001010110
- 15. 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
- 16. 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
- 17. – 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
- 18. 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
- 19. Quantity VS. Quality ACQUISITION STRATEGIES QUANTITY BOTH Web/ Event Acquisition /Purchase QUALITY Referral Organic Site Subscription Subscription at Conversion Text to Join Social Subscription Loyalty Programs Sweepstakes Contests Co-Registration Email Append
- 21. Test Use of Strategic Lightbox 100%+Result in lift in average enrollment
- 22. Sweepstakes and Contests – Minimize data collection (only necessary contact info up-front) – Name – Email – Phone (SMS Opportunity) – Address – Age – Opt-In – Promote social sharing as a referral source
- 23. 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
- 26. - 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 Personalization OVERVIEW
- 27. 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 Personalization IN ACTION
- 28. – Use subscribers first name and a real-time content in email partner to personalize the Starbucks cup Real-Time Personalization STARBUCKS
- 29. Time-Based Personalization Ideal 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 & Newsletters 60% Transactional 25% Lifecycle 15% Emails Delivered Promotions & Newsletters 45% Transactional 20% Lifecycle 35% Email Revenue
- 30. Time-Based Personalization PROGRAM EXAMPLES • Membership Renewal • Welcome Series • Anniversaries • Event/Geo Based • Lifecycle Applications • Re-Engagement of At-Risk Members • Social Connection
- 31. – Grow social program awareness and increase “friends” by sending an email focused solely on just your social programs Social Connection
- 32. The Case for Mobile 2014 CONSUMER VIEWS
- 33. Mobile Responsive Design SLACKER RADIO Increase in click-through with their responsive email template, jumping from .82% to 4.5% 450%
- 35. 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. 36 100%60% 80% Metrics-based methodology DYNAMIC PERSONALIZATION MULTIVARIATE TESTING A/B TESTING INDEPENDENT JUDGEMENT BEST PRACTICES A B Data-driven email optimization STATISTICALLY-VALID TESTING FORMS FOUNDATION FOR CONTINUOUS IMPROVEMENT
- 37. Key Takeaways
- 38. – 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
Hinweis der Redaktion
- To start off, let’s look at some really informative data from blueHornet’s 2014 consumer views study.
- 60% - US consumers own smartphones – Forrester forecasts that smartphone adoption will reach just about 2 billion users globally by end of 2015 Percentages (first) comes from Brief – Email Marketing Gets Responsive (Forrester Research) Percentage (last one) comes from Janrain US Consumer Research report (Industry Research Social Login)
- http://www.emailmonday.com/mobile-email-usage-statistics
- Email represents 3.5% of marketers digital budget $2B is being spent on email marketing in the US
- And in order to be effective today, email marketers need to arm themselves with the data in order to win the battle of the inbox. Marketers aren’t just competing with their biggest vertical competitors – they are competing with every single brand in their recipients’ inbox. And the best way to break through that is to get smarter and more prescriptive about the email being sent. Which means that it is all about data, data, and more data.
- The BlueHornet Email Maturity Model is the tool we use to help our clients understand where their email programs stand today and where they may have opportunity to move their subscribers up the value chain. The more engaged your subscribers, the more powerful they are to your brand. And the key to driving email program evolution is in the data. Ongoing collection and integration of multiple data sources is critical to improved targeting, meaningful segmentation and increased content relevance for your consumers. The more value they get from you, the more valuable they are for your program.
- The BlueHornet Email Maturity Model is the tool we use to help our clients understand where their email programs stand today and where they may have opportunity to move their subscribers up the value chain. The more engaged your subscribers, the more powerful they are to your brand. And the key to driving email program evolution is in the data. Ongoing collection and integration of multiple data sources is critical to improved targeting, meaningful segmentation and increased content relevance for your consumers. The more value they get from you, the more valuable they are for your program.
- - Segmentation and dynamic content is intended to increase the performance metrics of email programs - Success should be measured through multiple metrics and compared to performance of “default” version of email
- In today’s environment, the three biggest challenges are data. Specifically, acquiring the data, analyzing the data and leveraging the data. According to a study conducted by monetate, 39% of respondents claim to not be able to turn their data into actionable insight and 95% believe that the data within their organizations remains largely untapped.
- Start with what you have… You have engagement data – when they last opened clicked. AND, you know when they signed up.
- Find out more about your customers over time to deepen the relationship, demonstrate interest in them personally and express the value received in exchange for the sharing of information.
- Find out more about your customers over time to deepen the relationship, demonstrate interest in them personally and express the value received in exchange for the sharing of information.
- We are going to review some tactics – new and old – and let’s determine if they provide quality subscribers or are tactics that drive quantity. Sweepstakes and contests - Quantity Referral Programs - Quality Organic site subscription - Quality Subscription option at conversion - Quality Text to subscribe - Quality Social Sign On - Quality Social Subscription - Quality POS/POP – Both Loyalty Programs – Quality Co-Reg – Quantity Email Append – Quantity These are just some of the most common ways to acquire email addresses.
- - Keep language simple and use strong “submit” CTA - Use the dimming effect to make the lightbox stand out - Don’t “trap” someone (include an ‘x’ in he upper right corner) - Deactivate lightbox for any links coming from your emails as well as for existing subscribers (not through email) - Limit appearance to once per visit, and only repeat on subsequent visits if enough time has lapsed (suggest once every 30 days) ***Test optimal timing and page location for triggering form
- -Use prizes that will attract strong targeted prospective customers - Use progressive profiling
- - Allow consumers to login to site with Facebook (or other social) credentials - Obtains email permission (email address registered with site) - Auto collection of birthday - Percentage (88%) comes from Janrain US Consumer Research report (Industry Research Social Login)
- Retail is leading the way with highly personalized communications
- Application in association worlds -name on registration badges (promoting event registration)
- Shows that testing results can ultimately lead companies to have a dynamic personalized email program, based on success metrics and what those specific subscribers like to see from your company. A personalized email program should be the goal of all email marketers.
- Acquiring the data, analyzing the data and leveraging the data. Overcome these challenges, data is key to your email marketing success.