Chris Jenner - Two Billion Served: One at a Time: High Rolling the Personalization Channel
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Email Insider Summit, December 2019, Deer Valley Utah - Chris Jenner - Two Billion Served: One at a Time: High Rolling the Personalization Channel
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Chris Jenner - Two Billion Served: One at a Time: High Rolling the Personalization Channel
- 1. Caesars Entertainment Hits the Jackpot with Personalization December 2019
- 2. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 2 Chris Jenner VP Digital Operations, Strategy and Execution
- 3. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Where we started 3 Direct mail into email Volume constraints Lack of personalization Manually code Small team
- 4. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Personalizing all elements 4 Branding Branding will drive the From Name, the logo, the fonts, the colors, and the links Corporate info and logos Legal language Body content Property Code drives the from name, the logo, the fonts, the colors, the links and legal language Data was the solution Robust customer data Reverse engineer • Inbox experience • Design • Offers
- 5. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Inbox experience 5 Create a unique email envelope experience • From name challenges • Manual selection • 40+ properties/14 brands • Data driven personalization • From name • Branding • Etc.
- 6. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 6 Pop Quiz Other than Caesars Palace, name another Caesars Entertainment brand (wrong answers owe me $1)
- 7. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 7
- 8. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Inbox experience 8 Create a unique email envelope experience with personalized • Pre-header • Subject line • Challenge: minimal data in audience files
- 9. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL The email design process 9 A content and design framework at scale for • Branding • Logos • Colors • Fonts All while leveraging standardized data framework
- 10. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 10 Pop Quiz Flashback question: When I started at Caesars, how many email campaigns was Caesars sending each month?
- 11. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 11 250 Campaigns
- 12. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL The right offer 12 Sending the right offer, in the right moment, to the right customer using data to personalize… • Offers • Variables within the offers • Content blocks
- 13. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Personalization scripting allows… • One build, multiple uses • Multiple offers in a single build • Drives customization against guest preferences • Content appropriate for each guest The right offer 13 New Business Email Built once/dynamic personalization
- 14. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Top of inbox • Reminders dynamically whittle down • Requires just a single build The right offer 14
- 15. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Fine… but does it really work? 15 500m emails/year 250 campaigns/month 250 unique versions/month 0 automations/journeys 35+ team members 2 billion emails/year 2,000+ campaigns/month 25,000+ unique versions/month 40+ automations/journeys 20 team members 500X+ increase in revenue
- 16. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL But it’s not easy 16 • We don’t have everything perfect. • We aren’t yet in a perfect data situation. • But if we waited for that, we’d still be spraying and praying.
- 17. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL What’s next for Caesars? 17 Unified data without silos Full automation More cross channel journeys for a great guest experience
- 18. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Questions? 18
- 19. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Thank You! 19
Hinweis der Redaktion
- When I joined Caesars, they were doing EM like DM Additionally, due to ESP constraints, we were limited to certain volumes of deployments Back then we were sending about 250 individually built marketing emails each month with a desire to send more. A lot more. But around the 20th of each month, we had to stop sending emails due to our contractual volume constraints. In addition to the volume constraints, personalized or dynamic content was challenging to accomplish in the prior ESP’s system Each version of an email had to be coded and sent individually We were constrained by the number of team members we had We had to find another way
- The solution was data. When you think about it, every aspect of an email is governed by data in some way. At Caesars, our email audience files aren’t just a list of email addresses, each file contains other elements that allow for personalization. So our first step was to reverse engineer our emails from a data-first approach. We broke apart all key aspects of the communications we deploy: Inbox experience The design The offers
- As email marketing professionals, we all know everything starts with the inbox experience. One of the problems that we had to solve when we first started was a mismatch of from name and brand inside the email. The team had to manually choose the from name when they were scheduling the email deployment – and what we were seeing is that sometimes they would choose the wrong name for brands whose were quite similar – like choosing Horseshoe Indiana on Horseshoe Council Bluffs email. This, of course, just causes confusion and a bad inbox experience for our guests. And with 40+ properties, we have a lot of From Names to deal with - many with the same brand. NOW, we utilize a 3-digit code in our audience files that identify each property. Using that code, we reference a look-up table that pulls in the correct name for the sender and guarantees that match the branding inside – essentially eliminating the opportunity for error. POP QUIZ: Other than Caesars, can you name a brand under the Caesars umbrella?
- The SL and preheader are the next most important pieces of the inbox experience. We regularly test including the guest name/excluding the guest name as the effectiveness of inclusion fluctuates. For a peek behind the curtains, as a gaming company, our audience files contain a minimal amount of personally identifiable information, so to get to the level of personalization that we all expect, we have had to bring that data into Marketing Cloud in separate data extensions and use other lookup tables to bring in that information So... to bring in first name, I created a data extension that contains a guest’s ID along with their name and referenced the guest ID from the audience file And while that might seem cumbersome at first, what it really did was start to open our eyes to the power behind using data extensions as look up tables – and where we could go Enter the world of CSS-driven personalized design
- The email design is where we really ripped apart our emails and identified what could be done with data. In today’s world, our emails are really just a very ugly wireframe with all visual branding aspects being data driven Branding, colors, fonts, logos Again leveraging lookup tables combined with the available data in the audience file And this exercise made us realize we could leverage the same wireframe for all emails we send. Whether marketing or trigger based.
- We are now sending 2,000 marketing emails each month. And many of those have variations within. We regularly send emails with 50 different versions, but we only count that as one unique send of those 2,000. This is really where the power of data comes into play.
- Emails are broken down into content areas. We leverage the power of personalization scripting to Allow us to have multiple offers in single build Drive customization against guest preferences Only show what is appropriate for each guest And we can change both the offer presentation and the design based on those factors On the screen, you can see an example of our New Business email. This email is built once and depending upon the brand and the number of offers, the presentation can change Build it once and use it in many different ways
- Speaking of building it once … we all know how important being at the top of the inbox can be. Many of our emails require reminders as they are offers that span time. For reminders, we also leverage the power of personalization scripting to build it once – and have offers that have expired drop out of the email Gone are the days of having to build and rebuild the same emails to accommodate changes based on factors that we have as data points And when we spend less time on having to rebuilt, we can spend more time on the guest experience
- We aren’t perfect. A lot of what we do is still messy. Don’t be discouraged. Also, our data isn’t perfect. In fact, varying sources and formats. This is all achievable when the stars are not perfectly aligned.