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Personalization & Relevancy: Targeting Your Message for Your Audience

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Want to send highly targeted email messages that go beyond [FIRST_NAME] tags? It’s critical that you do, as 25% of your mailing list will unsubscribe due to irrelevant content.

Skip Fidura, Global Client Services Director at dotmailer, uncovers findings from dotmailer’s benchmark report, Hitting the Mark, that will allow you to measure your marketing against top retailers from the US and UK.

You’ll learn:
--How to use personalization and relevancy to achieve highly targeted marketing communications
--How to achieve personalization well beyond [FIRST_NAME]
--Inspiration from brands that are doing personalization right
--How to balance the line between relevance and intrusiveness

Published in: Marketing
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Personalization & Relevancy: Targeting Your Message for Your Audience

  1. 1. Personalization & Relevancy Targeting Your Message for Your Audience #MakeItPersonal
  2. 2. Personalization & Relevancy Skip Fidura Global Client Services Director, dotmailer Chairman, Email Council, UK DMA Lauren Smith Content Marketing Manager, Litmus @SkipFidura @dotmailer @litmusapp #MakeItPersonal Targeting Your Message for Your Audience
  3. 3. Slide 3 Insert name of presentation here in Master slides Email is king #MakeItPersonal
  4. 4. 4 #MakeItPersonal
  5. 5. Slide 5 Insert name of presentation here in Master slides Key takeaways 1. An ocean apart – Differences and similarities in US and UK 2. Across the channels – Where email fits in the mix of online, mobile, social, and in-store 3. This time it’s personal – Name is just the tip of the iceberg 4. Especially for you – Your customers expect you to know who they are 5. Standing out from the crowd – The inbox is crowded 6. Hard sell vs. soft sell – You need to sell; they don’t have to buy #MakeItPersonal
  6. 6. Slide 6 Insert name of presentation here in Master slides Key takeaways 1. An ocean apart – Differences and similarities in US and UK 2. Across the channels – Where email fits in the mix of online, mobile, social, and in-store 3. This time it’s personal – Name is just the tip of the iceberg 4. Especially for you – Your customers expect you to know who they are 5. Standing out from the crowd – The inbox is crowded 6. Hard sell vs. soft sell – You need to sell; they don’t have to buy #MakeItPersonal
  7. 7. Slide 7Insert name of presentation here in Master slides Why these takeaways? Personalization: “Personalized emails deliver six times higher transaction rates, but 70% of brands fail to use them.” Source: CMO.com Relevance: Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests.” Source: Janrain & Harris Interactive #MakeItPersonal
  8. 8. 8 Hype “Big data driven hyper-personalized contextual omni-channel customer experiences delivered by cloud based marketing automation solutions” #MakeItPersonal
  9. 9. 9 Reality “Blah blah driven blah-blah blah blah-blah customer blah delivered by blah blah blah blah solutions” #MakeItPersonal
  10. 10. 10 Hype “Big data driven hyper-personalized contextual omni-channel customer experiences delivered by cloud based marketing automation solutions” #MakeItPersonal
  11. 11. 11 Back to the Future …omni-channel customer experiences… Right Message #MakeItPersonal
  12. 12. 12 Back to the Future …omni-channel customer experiences… Right Message Big data driven hyper- personalized … Right Person #MakeItPersonal
  13. 13. 13 Back to the Future …omni-channel customer experiences… Right Message Big data driven hyper- personalized … Right Person …marketing automation… Right Time #MakeItPersonal
  14. 14. Slide 14 Insert name of presentation here in Master slides What customers really want Easy to do business with #MakeItPersonal
  15. 15. Slide 15 Insert name of presentation here in Master slides What customers really want Recognise who they are #MakeItPersonal
  16. 16. Slide 16 Insert name of presentation here in Master slides What customers really want Anticipate their needs #MakeItPersonal
  17. 17. Slide 17 of x Personalization Recognize who they are #MakeItPersonal
  18. 18. 1818 The impact of personalization A standard campaign is created and running Personalization is added #MakeItPersonal
  19. 19. 1919 The impact of personalization A standard campaign is created and running Personalization is added 60% increase in click through rates #MakeItPersonal
  20. 20. 2020 The impact of personalization A standard campaign is created and running Personalization is added 60% increase in click through rates 25% increase in conversions #MakeItPersonal
  21. 21. Slide 21 Insert name of presentation here in Master slides Pop-Overs #MakeItPersonal
  22. 22. Slide 22 Insert name of presentation here in Master slides Pop-Overs 60% increase in revenue from email 1670% increase in conversions #MakeItPersonal
  23. 23. Slide 23 Insert name of presentation here in Master slides Pop-Overs Client routinely see a lift of 200-400% in email capture on the website when using popovers #MakeItPersonal
  24. 24. 24 Pop overs are not just for B2C #MakeItPersonal
  25. 25. Slide 25Insert name of presentation here in Master slides Pop overs are B2B, too! 75.66% 75.13% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Bounce Rate With Popup Without Popup 3.08% 1.52% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% Subscription Rate With Popup Without Popup Data provided by and used by permission of Smart Insights #MakeItPersonal
  26. 26. 26 Sign up forms26 Sign up form #MakeItPersonal
  27. 27. 27 Offline to online27 Offline to online #MakeItPersonal
  28. 28. 28 Offline to online28 Offline to online 90% new registrations 40% of registrations taking place outside of store opening hours #MakeItPersonal
  29. 29. 29 Personalization29 Personalization #MakeItPersonal
  30. 30. 30 Personalization30 Personalization #MakeItPersonal
  31. 31. Slide 31 of x Relevancy #MakeItPersonal
  32. 32. 32 Personalisation32#MakeItPersonal
  33. 33. 33 Relevancy33 Relevancy #MakeItPersonal
  34. 34. 34 Relevancy34 Relevancy #MakeItPersonal
  35. 35. Slide 35 Insert name of presentation here in Master slides Last-minute scheduled campaign #MakeItPersonal
  36. 36. 36 Econsultancy Daily Pulse • Dynamic email alert content based on up to 10 user preferences • Logic-based email automation #MakeItPersonal
  37. 37. Slide 37Insert name of presentation here in Master slides Build unique journeys • To recognise each customer and treat them like an individual – you need to offer journeys that at least feel unique. • Using multipath automation programs with decision nodes you can tailor each customers journey. #MakeItPersonal
  38. 38. Slide 38Insert name of presentation here in Master slides Dynamic landing pages #MakeItPersonal
  39. 39. Slide 39 of x The Caveats #MakeItPersonal
  40. 40. Slide 40 Insert name of presentation here in Master slides So don’t be this guy … #MakeItPersonal
  41. 41. Slide 41 Insert name of presentation here in Master slides … or this guy #MakeItPersonal
  42. 42. #MakeItPersonal Download the full report
  43. 43. #MakeItPersonal Unlimited email tests, page tests, spam filter tests, and Email Analytics tracking codes for 14 days. Get started  Free Litmus Trial

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