Since the first email was sent in 1971 by Ray Thomlinson, as marketers our world has changed enormously. From batch and blast to a more personalised, one-to-once experience, what our subscribers want and DEMAND from us is getting more sophisticated. Putting the customer at the heart of everything that you do in all ways, always, is paramount.
9. Willing to share personal data in exchange for…
Consumers WANT personalised experiences
product
recommendations
personalised offers
or discounts57%
personalised shopping
experiences
52%
53%
10.
11.
12. 64%
Desire is morphing into expectation
expect companies to provide an individual experience
(Source Cloud IQ)
83% think an individualised experience is important
14. What is the
customer trying
to do?
Which customers
are about to
churn?
What is the customer
most likely to want
next?
What is the optimum
frequency with which to
send messages?
What is my
customer LTV
What’s the best
time to send
emails?
15. Know your audience – know your data
Known Data • Demographic
• Firmographic
• Psychographic
Data
Pyramid
16.
17.
18. Know your audience – know your data
Known Data
Behavioural Data
Contextual Data
Purchase Data
Cultural Data
Artificial Intelligence
• Demographic
• Firmographic
• Psychographic
19. • Focus groups
• User experience studies
• Surveys
• Campaign response data
and test results
Quantative vs. Qualitative data
• Net promoter score
• Customer service / front
line feedback
• Social media
• Voice of the customer
26. of consumers who experienced
personalisation say that it
significantly influenced what
they purchased
(Source: Infosys)
2. WHAT your customers want / need
59% They want…
• relevant offers
• to be remembered
• to feel listened to & understood
• to be in control
27. 80% of consumers like it when emails they receive from retailers
recommend products to them based on previous purchases
(Source: InternetRetailer)
Offer that in your content
Personalised recommendations in email
campaigns and product pages increased
sales by 3.5 percent
(Source: Fresh Relevance)
32. The Customer Journey
Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience
Loyalty &
Repeat
Purchase
Reactivation
33. What will help a prospect decide to buy?
Acquisition &
Discovery
Research &
Consideration
34. How can you provide an excellent
purchase experience?
Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience
35. REG #
REG #
How can you encourage your customers
back again?
Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience
Loyalty &
Repeat
Purchase
39. 4 steps to create a truly personalised experience
1. Create unified profiles to understand
who customers are
RIGHT PERSON
Continuous
testing & optimisation
2. Create tailored messages for each
(use AI driven technology)
3. Automate the delivery of those
messages
4. Analyse results for ongoing optimisation
RIGHT TIME
RIGHT MESSAGE
40. Use AI to work out the next best action
Offer
Product
Time
Messaging
Design
42. “Every email offers an
opportunity to
learn what works,
and what doesn’t,
for your audience.”
43. To make a test worthwhile, ask these questions:
• What do we want to improve? (or prove?)
• What can we change?
• Are the variations different enough?
• Can you re-use the resulting information in other
campaigns?
• How will you measure the outcomes?
Planning for testing
44. SUCCESSFULLY conducting testing
1. Form a hypothesis
“We think that shorter subject lines (under 35 characters) will create a higher
open and click rate than longer subject lines (over 35 characters),
because 85% of our audience open our emails on a mobile device and this is the
length at which subject lines commonly wrap”.
45. Successfully conducting testing
2. Have the right KPIs
3. Perform the test multiple times and with statistical
significance
4. Record results and analyse performance