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Customization, Personalization, and Localization in Email: What's the Difference, and Why Do Each Matter?


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Customization, Personalization, and Localization in Email: What's the Difference, and Why Do Each Matter?

  1. 1. Customization, Personalization, Localization WHAT’S THE DIFFERENCE, AND WHY EACH MATTERS.
  2. 2. There’s a lot of confusion and ambiguity around these phrases
  3. 3. Many companies are doing one or two of these really well.
  4. 4. But very few companies are leveraging all three. Not cashing in on the full opportunity.
  5. 5. The Good News: By thinking about data in new ways, it’s easy to execute using all three.
  6. 6. It’s what customers want and expect in 2015.
  7. 7. More Good News: It’s good for your business!
  8. 8. Here’s the proof: Emails with personalized subject lines have 26% higher open rates** Source: Balihoo Customer Data
  9. 9. Localized email produces 15% higher open rates* Source: Experian
  10. 10. Consumers are at least twice as likely to open and click on emails sent in response to a trigger event* Source: Yesmail
  11. 11. What is customization?
  12. 12. Customizing means targeting the right consumer with the right message.
  13. 13. Think of customization as targeting segments of your business...
  14. 14. … such as people who have purchased a type of product
  15. 15. For example, an Insurance Company might customize their marketing messages to the following segments: ● Life ● Auto ● Home
  16. 16. A National Gym Brand should customize some messages based on attendance: ● Once-a-week attendees ● Daily members ● No-show members
  18. 18. And a Financial Institution probably caters their marketing to different customers: ● Size of portfolio ● Type of account
  19. 19. Customization is a very basic first step to optimizing your email campaigns
  20. 20. What is personalization?
  21. 21. Personalization means leveraging recipient-level data to empower the message.
  22. 22. Think of personalization as pulling in data about the customer
  23. 23. Personalization = Endless Possibilities
  24. 24. It’s only limited by your customer/prospect data
  25. 25. ● Name ● Product specific info ● Pages visited within a site ● Whitepapers/case study downloads, videos watched ● Activities performed (loyalty) TYPES OF PERSONALIZATION DATA
  27. 27. Personalization is a great way to improve upon your email campaigns, but takes a more advanced level of coordination
  28. 28. What is localization?
  29. 29. ● Right message ● Right consumer ● Right time ● Right place LOCALIZATION MEANS
  30. 30. Think of localization as utilizing real- time data about individual markets to get hyper-specific
  32. 32. ● Demographic Make-up ● Weather Events ● Events in local area ● Seasonal promotions ● Local CTA around location/agent TYPES OF MARKET LEVEL INFORMATION
  33. 33. Localization is the ultimate way to optimize and achieve the highest ROI possible
  34. 34. In fact, these types of triggered emails are estimated to be responsible for over 20% of email marketing revenue.* Source: Epsilon
  35. 35. Localization by national brands is on the forefront of cutting edge marketing
  36. 36. By this time next year, it will be commonplace
  37. 37. Start investing your efforts now
  38. 38. 79% of U.S. consumers expect some sort of personalization from brands.* AND 66% of U.S. consumers welcome email retargeting based on their actions.* Source: AgilOne
  39. 39. ● Customization is basic segmentation to make the message relevant ● Personalization is using recipient data to make the message more powerful ● Localization is using real-time market data to trigger personalized messages at the right time and right place TO RECAP...
  40. 40. Want to localize before your competitors? The most important aspect is data. Source: AgilOne
  41. 41. Not big data, but the right data
  42. 42. Scalability is the key
  43. 43. And it’s done through AUTOMATION
  44. 44. Local Marketing Automation can provide you the tools you need to connect your consumers with the local providers of your products and services... LOCAL WEBSITES SEARCH ENGINE MARKETING LOCAL EMAIL SOCIAL MEDIA TRADITIONAL LOCAL LISTINGS ANALYTICS
  45. 45. “From a corporate perspective, it has made it much easier for us to release new campaigns across a single platform. From a financial angle it is also easier for us to work with our vendors and payments when it is handled by Balihoo directly.” – Brant Schmitz, Online Marketing Manager, Snap Fitness
  46. 46. BALIHOO CUSTOMERS SEE RESULTS WITH LOCAL MARKETING AUTOMATION 13:1 ROI demand-gen and relationship campaigns
  47. 47. Think about your company’s objectives (retention, engagement, ROI, new customers)
  48. 48. Evaluate your data resources
  49. 49. Now it’s time to evaluate local marketing automation so you can SCALE
  50. 50. | | 866-913-8417 ABOUT BALIHOO Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data- driven local campaigns for over 350,000 local outlets. Balihoo is proud to call many of the top companies in the world our customers, including Geico, Ace Hardware, Wendy’s and New Balance.