This document summarizes a webinar about using behavioral data to improve email marketing results. It discusses how mobile usage has changed email trends, with 70% of emails now opened on mobile but lower click through rates. It then outlines 5 ways to use mobile behavioral data: 1) leverage cross-channel behavior patterns, 2) personalize content, 3) optimize performing copy, 4) time emails appropriately, and 5) trigger automated campaigns. The document also reviews when to use email versus other channels like push, in-app, or social media based on the goal, message, availability, response rate, and desired timing. It concludes with recommendations to test delivery optimization and integrate email into a multi-channel strategy.

1. From SPAM To BAM!
Using Behavioral Data to
Send Impactful Emails

2. I’m Doug
nice to meet you!

3. Housekeeping
• Webinar will be recorded and emailed out
• Have a question during the webinar?
- Ask us via the comments box
- Q&A time at end of webinar
• Let’s get social! Tweet us with #spam2bam
and find us on Twitter @Kahuna

4. Agenda
• Email Today: The Good, The Bad, The Ugly
• Five Ways To Use Mobile Behavioral Data To Improve
Email Results
• The Role Of Email In A Cross-Channel Messaging
Strategy
• Metrics That Matter For The Modern Marketer

5. Email Today: The Good, The Bad,
The Ugly

6. The good news:
Mobile has enabled email to reach customers anytime
and anywhere
70%of emails are opened on mobile devices
Source: Kahuna customers who opted into benchmarking

7. The good news:
Customer sentiment around email is improving
“I receive too many email offers and promotions”
(percent agreeing)
49%
39%
2010 2014
Base: US online adults (18+)
Sources: Forrester’s North American Consumer Technographics Online Benchmark Survey (Part 2), 2014 Forrester’s North
American Technographics Omnibus Survey, Q1 2010

8. The good news:
Most marketers find that email drives ROI
9/10marketers report driving positive ROI from
email marketing programs
Source: eConsultancy

9. The bad news:
You can’t predict where your message will be seen
Source: Gartner (June 2014)
269 276
261
206 256
320
1806 1863
1946
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2013 2014 2015
PCs Tablets Mobile phones
(in millions)
Tablet sales
overtake PC
sales
Worldwide Device Shipments, 2013 - 2015

10. The bad news:
Many customers delete promotional email without
reading them
42%delete promotional email without reading it
Source: Forrester Research, “Take Advantage of Positive Email Attitudes”

11. The bad news:
The old approach is generating diminishing returns
Emails sent from businesses to
consumers are up 14% since
2013
Email click-to-open rates are
down 25% since 2013
Source: eMarketer

12. The Ugly:
Optimization tools are noticeably absent
7%of customers agree that email offers are well
timed with their needs
Only
Source: Forrester Research, “Take Advantage of Positive Email Attitudes”

13. 5 Ways To Use Mobile Behavioral
Data To Improve Email Results

14. Mobile has fundamentally changed
customer expectations
Immediate Simple Contextual

15. 1) Use cross-channel behavior patterns
✗ Push opt in
✗ Engaged
✓Email verified
✓FB connected
✗ Push opt in
✗ Engaged
✗ Email verified
✓FB connected
✓ Push opt in
✓ Engaged
✓ Email verified
✓FB connected
Most likely to
read articles on
mobile app
Most likely to
add to cart on
mobile web
Uses app to
browse; buys in
person

16. 2) Individually personalize the content
Personalization made easy.
Simply pair merge tags with Kahuna-
recorded attribute & event data.

17. 3) Optimize for best performing copy
12x
conversion rate on
best performing
copy
87%+
distribution of that copy,
automatically, using RevIQ
A B

18. 4) Time it right

19. 4) Time it right
PREFERRED TIME OF DAY
%OFUSERS
8 PM4 PM12 NOON8 AM4 AM12 AM
10.5%
7.5%
4.5%
1.5%
10 PM
12 PM

20. 4) Time it right
Browse products Add to cart Purchase

21. User action/
System action
API call Message triggered
5) Trigger campaigns programmatically
Immediately Within an
hour
4 hours
OPTIMALLY
Same-day
OPTIMALLY
One week
OPTIMALLY

22. Email’s Role In A Cross-Channel
Messaging Strategy

23. Email has a large reach, regardless of the
customer’s device of choice
PC Mobile Tablet Wearables
Email
Push
In-app
Social

24. Omnichannel Customer
Understanding
Push
In-App
Email
Facebook
Brands must be able to effectively engage
users where they are

25. Brands must be able to effectively engage
users where they are
Omnichannel Customer
Understanding
Push
In-App
Email
Facebook
Every customer is different and will have different preferences
on how they want to be communicated with

26. How do you decide which to use?
Push
In-app
Email
Facebook
Consider:
• Goal
• Message Content
• Channel Availability
• Response Rate
• Timing

27. When to Use Email
Push
In-app
Email
Facebook
Goal: Emails can be used to drive
interactions in any channel. The more
complicated the action you are trying to
drive (e.g., refinancing a loan), the better
suited a message is to email
Message: Longer, more content heavy
messages
Availability: All users opted into receiving
email
Response Rate: Low
Timing: Non-immediate

28. When to use Push
Push
In-app
Email
Facebook
Goal: Bring users back into the app and
incentivize action
Message: Short, simple with a specific
call to action
Availability: Can only be sent to users
who have downloaded the app and are
opted into push
Response Rate: High
Timing: Immediate

29. When to Use In-App
Push
In-app
Email
Facebook
Goal: In-app messages are best used to
help guide a user through the app
experience
Message: Shorter than email, longer than
push (depends on in-app template used –
full page, banner, standard etc.)
Availability: In-app messages can be sent
to anyone with the app open
Response Rate: High
Timing: Immediate (when the user is in
the app)

30. When to Use Facebook Ads
Push
In-app
Email
Facebook
Goal: Best used for campaign goals that
you’ve seen success with from
Facebook ads
Message: Short, ad format
Availability: Any users who have
connected their Facebook profile to your
app or verified email address
Response Rate: Low
Timing: Non-immediate

31. Email Metrics That Matter For The
Modern Marketer

32. Look to quantify what happens after the open
& click
• Delivered
• Open
• Click-through
• Invalid/rejected
• Blocked
• Bounced
• Spam reported
• Unsubscribe
Classic Email Metrics
+ + +
Metrics To Add
Email goal
achievement
(through
lifecycle)
Email
engagement rate
Engagement
uplift

33. Recommendations
• Track where your email is most frequently opened and
test, test, test
• Put behavioral data to use with granular targeting,
dynamic content personalization, & delivery timing
• Optimize email campaigns in real time to ensure you are
delivering the best possible user experience AND
business results
• Remember: email should be a part of an integrated
communication strategy that includes push, in-app,
social, etc.

34. Questions?

35. Let’s stay in touch
+1.844.465.2486
info@kahuna.com
To learn more visit
KAHUNA.COM