Check out this LaunchPoint presentation to get actionable tips on email marketing from experts at Gigya and George Mason University!

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Braum Katz & Chris LaPierre
How to Use Identity Data
to Win at Email Marketing

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Housekeeping
• The webinar is being recorded – slides
and recording will be sent to you later
today
• Questions? Type them into the chat box
and we will get to them later
• Posting to social? Use #mktgnation

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Agenda
• Key characteristics for email marketing
• Best way to optimize email marketing
with identity data
• Examples of companies “doing it right”

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Why Identity?

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Customers are increasingly expecting personalized user experiences across all channels
Why Identity?
Third Party Cookies
Third-party cookies tell you
little about your customers
Users Register and Login
When users register and login on
your site or app, they self-identify
and share personal information
Identity Data
Identity data is important
because it helps you understand
your customers, and get a cross-
device single customer view

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Email Marketing

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Email marketing is just one part of the digital
strategy, but crafting the right message is crucial to
achieving business goals
• Companies struggle to avoid having their email
communications flagged as spam
• Marketing emails come in many forms such as:
 welcome or confirmation messages
 newsletters
 announcements
 special offers and promotions
Email Marketing

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An effective email marketing strategy centers
around three key characteristics:
3 Key Characteristics of Email Marketing
Value Intentionality
Effective
Marketing
Strategy
+ =Personalization+

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How Does Identity Data Tie In?

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Example: NFL
NFL.com celebrates birthdays by sending
customized emails to its users with an
image of a personalized jersey and 15%
discount enclosed. The main purpose of
this message is to encourage purchases
over NFL.com’s eCommerce site with a
clear call to action.
How Does Identity Data Tie In?

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How Does Identity Data Tie In?
Example: Dropbox
Dropbox encourages users to complete
their set up process. When users fail to
complete, an email is sent 20 minutes
later after the initial registration, known as
a trigger email. Noticed Dropbox’s email is
personalized, brief and upbeat.

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Optimizing Email Campaigns with Identity

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• Businesses need to align their data requests to
their company objectives.
• Respect is key here: your business should treat
data collection like a mutual exchange.
• As users share their information with you, your
duty is to safeguard it and use it to provide value
for them.
Optimizing Email Campaigns With Identity

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Requirements for Housing Identity Data

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• Handle any volume and variety of data
• Reconcile this data into customer profiles
• Get a unified view of customers
across channels and devices
Brand/Property 1 Brand/Property 2 Brand/Property 3
Campaign
Microsite
Campaign
Microsite
Single Customer View DB
Requirements for Housing Identity Data
• Organize this data in a way that makes it
possible for marketers to take action
• Real-time updates against social profile data
• Cloud-hosted

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Segmenting Your Audience

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Segmenting your audience is the first step to
creating a tailored email marketing campaign.
This will allow you to group consumers
according to specific criteria such as:
• Interests
• Site Actions
• Demographics / Psychographics
Segmenting Your Audience

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Segmenting Your Audience
Utilize these targeted audience
segments to increase revenue-
generating activities like shopping
cart conversions or the like.

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Importing Data

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After your audience has been segmented
based off of your email goals, you’ll need to
pass this data into your email marketing
platform before any action can be taken. In
order to take full charge of your email
marketing strategy, make sure your
customer database is able to segment,
extract, and import data.
Importing Data

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Crafting Tailored Emails

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“Personalized promotional emails have 29% higher
unique open rates and 41% higher unique click
rates than non-personalized mailings.” - Experian
Trial and error is necessary while fine-tuning
your campaign
• Craft relevant messages to each audience
segment to achieve greater relevancy
• Write multiple messages
• Same call-to-action
• A/B testing
Crafting Tailored Emails

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Results

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By monitoring your email
campaigns, you’ll discover
messages that have high open
rates v. verbiage that needs to
be retired. Email performance
is an ongoing process.
Results

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What is Learn Liberty?

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Learn Liberty is a project of the
Institute for Humane Studies at
George Mason University.
Learn Liberty provides academic
videos, online courses and job
opportunities to help promote new
and innovative ways of solving the
world’s problems.
Learn Liberty

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Challenges

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A significant amount of time and resources
had been spent on capturing and qualifying
the leads that came in as Learn Liberty’s
user base continued to grow.
The organization needed a faster and
easier way to capture and quality leads.
Challenge One: Qualifying Leads

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THE TEAM AND I NEEDED A FASTER AND
MORE EFFICIENT WAY TO GROW OUR EMAIL
LISTS, AS WELLAS A SOLUTION TO AUTOMATE
AN ONBOARDING PROCESS AND TRIGGER
RELEVANT CAMPAIGNS.
Challenge Two: Conversions
Braum Katz
Digital Strategy Manager, Learn Liberty

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Solution

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After implementing Gigya’s Customer Identity
Management Platform:
• Leads could effectively be captured
and stored
• Learn Liberty finally had a streamlined way for
users to quickly identify themselves
• Users could share valuable information with
Learn Liberty and opt into email
communications
Solution

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Identity-Driven Results

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Leveraging Gigya’s pre-built integration
with Marketo, Learn Liberty was able to
sync users in real-time into nurture
campaigns. These leads were also
separated into various funnels after time
of registration.
Identity-Driven Results

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Pre-integration, Learn Liberty was seeing a new
subscriber rate of 34.75 per week.
Post Integration Results:
• 68 new subscribers per week
• Reduced required lead generation resources
by up to 75%
• Email became the #2 referral traffic source, up
from #9
• Site referral traffic increased by 152%
Identity-Driven Results (Cont.)

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Key Takeaways
• Identity data is necessary to improve
your email conversion
• Traditional email blasts to large
segmentations are ineffective
• Choose a solution that can capture all
types of user data & organize it in a way
that makes it possible for marketers to
take action.

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Questions?

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chris.lapierre@gigya-inc.com
info@gigya.com
Thank You