Personalization and Predictive Intelligence Driving Email Engagement
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In a sea of messages, customers will take notice of messages that are relevant and speak to their unique needs. Learn how a popular clothing brand is leveraging Predictive Intelligence to personalize every single message they send—driving more efficient revenue from their email programs and greater engagement across channels.
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Personalization and Predictive Intelligence Driving Email Engagement
- 1. Track: Email Marketing #CNX14 #CNX14 Personalization and Predictive Intelligence: Driving Optimal Engagement from Your Email Marketing Diesel: Dasha Gastol, Digital Marketing Manager ExactTarget: Matt Coffman, Director of Product Management, Predictive Intelligence
- 2. Track: Email Marketing #CNX14 Optimizing Email Marketing 1 2 3 Collecting Customer Data, Segmenting and Automating Decisions Offer New Possibilities to Marketers Diesel Works to Personalize Every Single Message They Send to Customers, Driving Relevance in Every Email Listening to Customers Can Drive More Efficient Revenue and Allow You to Market to Individual Customers
- 3. Track: Email Marketing #CNX14 Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management. 2014 Marketing Cloud Benchmark Report: Predictive Intelligence
- 4. Track: Email Marketing #CNX14 WHAT’S THE SOLUTION? Leveraging the power of Predictive Intelligence technology in your email marketing strategy will make your customers’ ‘keep or delete’ decision effortless with meaningful, personalized content in each email.
- 5. Track: Email Marketing #CNX14 Why does this matter? Marketing emails that include personalization through Predictive Intelligence: • Increase Conversion Rates by 15% to 25% • Improve Open Rates 40% to 55% • Drive Click-Through Rates 25% to 35% • Minimize Opt-Out and Unsubscribe Rates A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
- 6. Track: Email Marketing #CNX14 Personalization Begins with Real-Time Data “You can never have too much data – bigger is definitely better. The more data you can collect the finer-grained the results can be.” Werner Vogels Chief Technology Officer, Amazon
- 7. Track: Email Marketing #CNX14 Get to Know Your Customer
- 8. Track: Email Marketing #CNX14 Build Cohesive Profiles Predictive Intelligence powers the engine that observes, collects, stores, and leverages behavioral data Melissa Smith melissa@gmail.com Age 32 @MelissaSmith01 Chicago, IL Facebook Friend & Email Subscriber
- 9. Track: Email Marketing #CNX14 The data is stored regardless if the customer is known or unknown
- 10. Track: Email Marketing #CNX14 Algorithms Create Automated Decisions Based on Data…In Real-Time Algorithms Observe implicit behaviors online Capture explicit preferences via Guided Selling and Preferences Centers
- 11. Track: Email Marketing #CNX14 Without the hassle of managing your data, you can focus on what’s important: Keeping Customers Engaged
- 12. Track: Email Marketing #CNX14 Brian’s Profile HIKING BLACK BACKPACK MOUNTAINS TENT PANTS WATERPROOF WINTER JACKET DENVER, CO. 30% OFF
- 13. Track: Email Marketing #CNX14 Brian’s Profile HIKING BLACK BACKPACK MOUNTAINS TENT PANTS WATERPROOF WINTER JACKET DENVER, CO. 30% OFF
- 14. Track: Email Marketing #CNX14 Maximize Relevancy with Predictive, Automated Content Recommend hero graphic images based on what we know about the visitor in her profile Recommend topics of articles or ads based on what topics are most important to the visitor Products are recommended and personalized based on the visitor’s profile
- 15. Track: Email Marketing #CNX14 Expand Email Opportunity With Triggered Sends
- 16. Track: Email Marketing #CNX14 Listening + Responding = Real-Time Relationships Prove your brand is listening to your customers by immediately responding to any interaction they have with you, regardless of the type of interaction.
- 17. Track: Email Marketing #CNX14 Founded in 1978 | Pioneer in denim and casual wear | International iconic brand
- 18. Track: Email Marketing #CNX14 Goal: Drive More Revenue from the Email Channel Challenges: • Small marketing team • Siloed data that makes understanding the customer journey difficult • Moving to new philosophy around email – different types of metrics
- 19. Track: Email Marketing #CNX14 EVERY SINGLE Customer is the Target Market Diesel + Predictive Intelligence : • Real-time data from multiple sources in one place • Distinct profiles clearly define each customer • Algorithms and automation to customize content • Market to one unique individual, not a group of similar people
- 20. Track: Email Marketing #CNX14 Bridge the gap between web and email
- 21. Track: Email Marketing #CNX14 Diesel Listens to Customer Cues
- 22. Track: Email Marketing #CNX14 To Drive More Efficient Revenues Triggered emails + Personalized Content • Increase sales conversion rates by 15 to 25% • Increase click-through rates by 25 to 35% • Decrease opt-outs and unsubscribes • Achieve a higher subscriber engagement score
- 23. Track: Email Marketing #CNX14 The End Goal of Personalization • Deliver the right experience, to the right person, at the right time, in the right channel.
- 24. Track: Email Marketing #CNX14 Predictive Intelligence Technology Gives Marketers a New Arsenal Personalized Messages Give Diesel the Advantage with Customers Marketing More Efficiently is a Foundation to Achieving Revenue Goals Key Takeaways 1 2 3
- 25. Track: Email Marketing #CNX14 Questions?
- 26. Track: Email Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX14 Prizes! $50 Starbucks Gift Card $10 More Gift Cards #CNX14
- 27. Track: Email Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
Editor's Notes
- ***Changes to wording/order on this slide***
- Email remains the highest converting messaging channel, however, customers are receiving emails from nearly every brand they interact with. You need to help your customers make the ‘keep or delete’ decision effortless with meaningful, personalized content in each email that subscribers can’t (and won’t) ignore.
- The way to do this is getting to know your customers as individuals and delivering content that is specifically tailored to their preferences. Predictive Intelligence technology allows marketers to gather this information about preferences, make automated decisions around content and seamlessly deliver them through ExactTarget email.
- The results of using Predictive Intelligence speak for themselves. Across the board customers are seeing improved conversion rates, open rates and click through rates, when email communications are tailored to each customer.
- So, how is it done? Personalization begins to with data. Data is a fundamental building block of every customer interaction. Without it, brands would mass market, lose relevancy, increase opt-outs, disengage audiences, and fail to meet the high expectations of today’s empowered, connected and informed consumer. Brands know they have this data, but it’s likely in disparate places and the 360 view of the customer doesn’t always include implicit and explicit preference data.
- Personalization starts with knowing your customers. Who are they and what do they like? Marketers can gain insights about their customers’ preferences by both observing and asking questions, and looking at click, browse and purchase behavior to determine a customer’s wants and needs.
- This graphic representation shows how all of the event and interaction data are fed into a single profile of the customer. Weighted boxes represent how strong the person’s affinity is to a particular product/product category/color/etc.
- ExactTarget Marketing Cloud stores all of the profiles that brands collect from their customers, regardless if the customer is known or unknown. The behavioral touchpoints are collected when the brand deploys the Predictive Intelligence Observation Beacon across their digital channels.
- Predictive Intelligence leverages sophisticated algorithms layered with business rules to help your brand use the data it’s gathered in order to get to know the customers on a 1:1 level. Every click, view, purchase, behavior and preference collected by the engine are immediately converted into actionable messaging, creating an intuitive and holistic relationship between your brand and the consumer.
- Once a brand is utilizing the stream of data collected from Observation Beacon it can seamlessly integrate these insights into their email marketing campaigns.
- Because the Predictive Intelligence Engine operates natively on the existing ExactTarget Marketing Cloud email messaging platform, marketers can easily drag-and-drop predictive content directly into their email, turning emails from static mass-communication into relevant 1:1 messages.
- As a digital marketer, you are constantly adapting to the latest trends and tools available in the market place. Yet with so much rapid change, activating new methods for customer engagement can be daunting. The Predictive Intelligence solution is intuitive and immediate, continuously delivering real-time content to your customers. By including personalized content in your email marketing strategy, your brand can gain credibility with customers and remain consistently relevant to the individual. With a sophisticated mechanism for collecting data and releasing actionable content, your brand can create 1:1 messages for each of your customers without the tedious tasks of creating broadly segmented emails - maximizing efficiency and streamlining the creative process. As the system collects and recognizes behavioral data from customers, its ability to generate and automatically deliver pertinent content grows.
- The Predictive Intelligence Engine has the innate ability to help you prioritize communication, instantly deciding the type of message that will produce the highest conversion rate, drive engagement or build customer loyalty. With so many automation options, making memorable connections is a certainty.
- Customer loyalty is built on the premise of brand trust and credibility. Prove your brand is listening to your customers by immediately responding to any interaction they have with you, regardless of the type of interaction. Tailor the content in each communication to the individual using the consumer data you’re collecting and the unique profiles Predictive Intelligence builds, adding even more value each time your customer engages with your brand.
- Diesel background story on the company.
- Discuss overall company goals and marketing goals. Discuss challenges that were faced in accomplishing these goals. Discuss the new email strategy that focused less on the “batch and blast” monthly newsletter, but how to do more targeted sends with content that is focused on the individual in order to “break through the noise.”
- ***Graphic will change here to reflect the marketing emails sent by Dasha*** Diesel chose the ExactTarget Marketing Could and Predictive Intelligence to help them accomplish their goals. Talk about the Diesel customer and why speaking to them as individuals is so important. Talk about the benefits of the data collection and how the target market is typically males in their 20’s, but how with this functionality, Diesel can target everyone with relevant content. Discuss how with a small marketing team, it would have been impossible to manually merchandise recommendations in the emails and they wouldn’t have been personalized. Predictive Intelligence is an extension of Diesel’s marketing team.
- With a small marketing team, bridging the gap between web and email was also challenging. The two channels were managed by the same team, but there was not the bandwidth to constantly be curating and analyzing web data in order to influence messaging. Diesel knew, however, that it’s customers were cross channel that it was missing out on the opportunity to remarket to customers based on their site behavior. Maybe discuss number of abandoned carts? Or revenue that was missing?
- Diesel wanted the ability to listen to what it’s customers were doing on the website in order to track important events and send emails based on those behaviors.
- Instituted an abandoned cart campaign. But even more than the abandoned cart campaign, but personalized recommendations in those campaigns. Talk about the stats of recommendations converting at a higher revenue rate and the proposed reasons for that.
- Discuss Diesel’s personalization strategy going forward. What do you want to do more of? What trends have you seen in the customer base because of personalization?
- Takeaways that track to the 3 items on the Goals slide