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How Top Brands Drive Results With Email Personalization


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Email is seen as the top ROI driver by US marketers, According to eMarketer. Despite being marketing’s oldest channel, the fact is that email marketing remains one of the most effective marketing channels for any business today.

Consumers have come to expect a personalized experience from the brands they interact with. This calls for tailoring your message to the individual needs and behaviors of your segmented email lists. Find out how to grow your email list with personalized on-site displays and when to apply automated emails that drive revenue for your business. Our seasoned experts will explain how to optimize your email strategy to drive conversions toward your email marketing goals.

Published in: Retail
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How Top Brands Drive Results With Email Personalization

  1. 1. How Top Brands Drive Results With Email Personalization Increase Shopper Engagement & Grow Email Marketing Revenue
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  3. 3. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  4. 4. Today’s Speakers Josh Mendelsohn VP, Marketing Eric Miller Associate Director, CRM & Email
  5. 5. Today’s Agenda ● How to grow your email list with personalized on-site displays ● Commonly used behavioral email segments ● Automated emails that drive revenue for your business ● Advanced practices to drive email engagement and increase conversion ● Proven life cycle strategies to drive success ● Leveraging brick-and-mortar behavior for targeting and personalization
  6. 6. POLL QUESTION How actively are you trying to grow your email list?
  7. 7. Email Email.
  8. 8. Most ecommerce stores treat everyone the same (and it shows).
  9. 9. “Do you want fries with that?”
  10. 10. A little bit of effort goes a long way when you put the customer first Understand and act on simple segments Engage shoppers throughout the customer journey Personalize displays and emails that speak to each segment/stage
  11. 11. Visitor Shop Add to Cart Checkout Buy Unknown Shoppers The Key to Success: Turning unknown visitors into subscribers
  12. 12. Visitor Shop Add to Cart Checkout Buy Unknown Shoppers The Key to Success: Turning unknown visitors into subscribers Capturing email addresses and engaging shoppers throughout the journey is critical for growing your business
  13. 13. Start with basic customer segments (using collected and inferred data)
  14. 14. Using Basic Segments to Build Your Subscriber and Customer List
  15. 15. 1. Welcome new visitors with a branded and engaging pop up
  16. 16. 2. Recognize and engage your returning visitors and whether they have joined your list
  17. 17. Including those with items in their cart
  18. 18. 3. Recommend products, offer discounts, and drive urgency among your most engaged shoppers
  19. 19. 4. Stop abandonment before it happens, with better offers for high value customers
  20. 20. 5. Deliver relevant information based on shoppers’ location
  21. 21. 6. Recognize your rewards members (or potential members)
  22. 22. Bonus: Build loyalty among new customers by saying thank you
  23. 23. 6 Ways to Use Basic Segments to Engage and Get Sales from Your List
  24. 24. Email personalization: It’s more than a first name, it’s about the shopper mindset and creating connections
  25. 25. 1. Use your welcome email to create a connection
  26. 26. 2. Bring shoppers back with simple cart recovery emails
  27. 27. 3. Inspire subscribers who have never purchased
  28. 28. 4. Use highly relevant information in your emails
  29. 29. 5. Re-engage lapsed customers with simple win back emails
  30. 30. 6. Send order follow up emails with a personal touch
  31. 31. Key Takeaways • Email might feel old school, but your email list is one of your most important assets as a business • Use email list growth tools to create a welcoming brand experience for all of your shopper segments • Basic segmentation & personalization is easy to accomplish and worth the effort
  32. 32. Take Email Personalization to the Next Level
  33. 33. Copyright 2017 - Q4 Amazon Virtual Summit Map Product & Customer Lifecycle to Identify Opportunities Data Availability Expand & Build off Basic Series Personalization Building Blocks
  34. 34. The cornerstone for all personalization ● Identify all sources of customer data ● Don’t forget brick & mortar data ● Are they mapped to your CRM/ESP? ● What if I can’t get to data? Data, Data, Data ● Data Examples: ○ Products/Categories Browsed ○ Content Visited ○ Products Purchased ○ Date of Purchase ○ Links clicked in email ○ Loyalty program participation ○ Promo codes used
  35. 35. Capture more of the purchase funnel ● Product Abandonment ● Browse Abandonment (window shoppers) ● Product Recommendations ● Write a Review ● Q&A Emails Expand Basic Series
  36. 36. Browse abandon indicates intent ● Expand calendar segmentation to include these subscribers ● Utilize browsed category for informing product recommendations ● Strengthen seasonal targeting Build Upon Basic Series
  37. 37. How deep is your post-purchase experience? ● Target first purchasers to reinforce experience & build loyalty ● Send complementary products and accessories ● Follow-up with purchase specific information (ex. User instructions, tips, content, recommended items, etc) ● Let seasonality be your ally: ○ Expand to include updates, seasonal care reminders, and content ● End of product lifecycle uses or options Build Upon Basic Series
  38. 38. Identify New Opportunities
  39. 39. POLL QUESTION How confident are you in taking your email personalization to the next level?
  40. 40. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Email Marketing Consultation
  41. 41. Q & A Josh Mendelsohn VP, Marketing Eric Miller Associate Director, CRM & Email
  42. 42. THANK YOU! Privy: Josh Mendelsohn Sign up free at CPC Strategy, now part of Elite SEM: Persephanie Arellano