Build and optimise campaigns thatconvert in the age of inbox overload.Jamie BrightonProduct Marketing Manager, Adobe
DIGITAL EMAIL SELF                     2
Why don’t email marketers know me?                                     3
Quiz   What percentage of people say they don’t open emails   because they don’t match their areas of interest?           ...
Email continues to lead digital marketing             E-mail               Advertising                   h             Sea...
Email relevance is your future         …targeted emails that leverage Web         site click-stream data on average       ...
Why we’re failing at adaptive marketing“Most marketers are hamstrung with antiquated legacy systems, an inability to ‘talk...
Improve email conversion in 4 stages        Segment        Trigger        Optimise      Integrate                         ...
Centralise digital signals  1ST PARTY                                                                                     ...
Identify high value segments Segment   Sent                            298,472                                      Cart  ...
Improve email conversion in 4 stages        Segment        Trigger        Optimise      Integrate                         ...
Remails work Trigger Triggered targeted email communications produce 10X                                                  ...
Improve email conversion in 4 stages        Segment        Trigger        Optimise      Integrate                         ...
Remarket to lost conversions Optimize                               14
Test multiple offers Optimize                                A                        Get 10% off on all Men’s wear       ...
Push the winner dynamically on open Optimize                Get 10% off on all Men’s wear                                 ...
Push the winner dynamically on open     Optimize                                   Remaining Opens                 Email O...
Make offers relevant based on behaviour Optimize                Get 10% off on all Men’s wear                             ...
Interactive content drives engagement Optimize                 Get 10% off on all Men’s wear                              ...
Improve email conversion in 4 stages        Segment        Trigger        Optimise      Integrate                         ...
Integrated email data looks like… Integrate             Email campaign data from partner   With web analytics data        ...
Key takeaways  Use the customer’s digital self  Segment and trigger where appropriate  Optimise and integrate for efficien...
Thank youjbrighto@adobe.com@jamiebrighton@AdobeDigMktg                     26
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Build and optimise campaigns that convert in the age of inbox overload
Build and optimise campaigns that convert in the age of inbox overload
Build and optimise campaigns that convert in the age of inbox overload
Build and optimise campaigns that convert in the age of inbox overload
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Build and optimise campaigns that convert in the age of inbox overload

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This presentation explores how digital marketers can use the information that is available about the consumer’s 'digital self' to make their messaging more targeted and relevant, and ensure that they get seen among the multitude of other communications that the average consumer receives on a daily basis.

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Build and optimise campaigns that convert in the age of inbox overload

  1. 1. Build and optimise campaigns thatconvert in the age of inbox overload.Jamie BrightonProduct Marketing Manager, Adobe
  2. 2. DIGITAL EMAIL SELF 2
  3. 3. Why don’t email marketers know me? 3
  4. 4. Quiz What percentage of people say they don’t open emails because they don’t match their areas of interest? 55% 10% 35% 55%Source: “Consumer Demand Relevance" (2010) 4
  5. 5. Email continues to lead digital marketing E-mail Advertising h Searcadeshows Tr Public relations 5
  6. 6. Email relevance is your future …targeted emails that leverage Web site click-stream data on average generate a nine times improvement in revenue and as much as 32 times more in net profit over undifferentiated broadcast campaigns. The ROI of Email Relevance 6
  7. 7. Why we’re failing at adaptive marketing“Most marketers are hamstrung with antiquated legacy systems, an inability to ‘talk tech’ with ITgroups, and lack of resources to implement marketing automation projects that improve the quality andoutcome of marketing decisions, as well as the effectiveness and performance of marketing teams andpartners,” CMO Council Calls For Adaptive Marketing Practices Date: February 07, 2011 Author: Gayle Kesten, CMO.comlegacy systems + lack of resource 7
  8. 8. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 8
  9. 9. Centralise digital signals 1ST PARTY DSP 0                                25%                            50%                            75%                  100%   Gender   Male   Femal e   Marital  Status   Single   Married   AD SERVER Presence  of   Male   No   Yes   2ND PARTY Children   Car  Buying  Process   Beginning   Middle   End   EMERGING / VIDEO Data Category  Affinity   Scenarios  Pop   So�    Rock                Jazz   PersonasCar In Market Male: Recent Delivery Popula�on   Buyer Urban   Suburb.   Rural   Density   Visit  Frequency   1-­‐5   EMAIL 6-­‐10   10+   3RD PARTY Age  Range   18-­‐34   35-­‐55   55+   Housing  Type   SITE Hous Apt   Office   In Market e   Young Mother HH  Income   <£50K   >£50K   >£100K   9
  10. 10. Identify high value segments Segment Sent 298,472 Cart 97.6% 1,741 Delivered Additions 291,296 82.6% Opened 14.4% 41,870 Checkouts 1,438 Clicked 40.6% 17,003 9.6% Product Views 109.1% Orders 138 18,550 Cart Additions 9.4% 1,741 Checkouts 82.6% STRONG buying 1,438 behaviour, but 9.6% Orders WEAK order 138 Revenue conversion 10
  11. 11. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 11
  12. 12. Remails work Trigger Triggered targeted email communications produce 10X >10% Conversion Rate greater conversion than Blast Driven email communications REVENUE GENERATION 3.9% Conversion Rate 2.8% Conversion Rate 1.1% Conversion Rate Blast Driven Profile Driven Persona Driven Behaviour Driven Triggered/Targeted1:many 1:1 SOPHISTICATION
  13. 13. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 13
  14. 14. Remarket to lost conversions Optimize 14
  15. 15. Test multiple offers Optimize A Get 10% off on all Men’s wear B Free Shipping All Month! 15
  16. 16. Push the winner dynamically on open Optimize Get 10% off on all Men’s wear A Get 10% off on all Men’s wear 16
  17. 17. Push the winner dynamically on open Optimize Remaining Opens Email Opens with List Build & Deploy Automatically Randomly Served Offers Management Email Served Winning Offer Winner 100%Production List Continually Evaluate Confidence Level
  18. 18. Make offers relevant based on behaviour Optimize Get 10% off on all Men’s wear Targeted Recommendations 18
  19. 19. Interactive content drives engagement Optimize Get 10% off on all Men’s wear Enhanced Product Views 19
  20. 20. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 20
  21. 21. Integrated email data looks like… Integrate Email campaign data from partner With web analytics data §  Campaign Attributes §  Revenue §  Opens §  Orders §  Bounces §  Conversion Rate §  Click-through §  Average Order Value, etc. Email Campaign Site Conversion Metrics Metrics 21
  22. 22. Key takeaways Use the customer’s digital self Segment and trigger where appropriate Optimise and integrate for efficiency 25
  23. 23. Thank youjbrighto@adobe.com@jamiebrighton@AdobeDigMktg 26
  24. 24. 27
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