Let's Get Personal: Crafting Truly Valuable Experiences with Email

Editor's Notes

1. Well, that’s a giant question…in digital marketing? Luckily, there are some stats that back this up
2. Because your consumers expect you to deliver direct value. So what does that tell us? Modern consumers want to see value immediately and they want to FEEL valued from brands. The culture we live in now has made marketing in the digital space as much about the quality of the photos you take of your products and the accessibility people have to your brand – it’s melded the brand experience with the personal…the very personal. And if you can make that custom content….valuable….all the better. It pays off. Online, you are sharing space with people I actually know that already make consumes feel …something.
3. And as a result…we’re seeing movement by these consumers, but it’s not just providing content that matters
4. And that’s because FEELINGS start to trump everything else about a brand…it’s about the overall experience. CUSTOM content is what matters. Content is considered a valuable driver of lead generation, brand awareness and when you start to deliver relevant content…you’re closer to your mark.
5. But when it comes to value – the more targeted and personal that content that they’re asking for becomes…the most useful your brand becomes. You’re creating a better experience by becoming less expendable in consumer’s lives.
6. In fact, they get annoyed when they don’t get what they want
7. People are also highly mobile. More and more they’re not locked behind their desks and only accessing the digital space at work. Your brand is on the go with the consumer. And consumers expect those experiences to be seamless. … and fast
8. (THIS IS A BIT OF A JUMP…but it’s a valuable, personal (and cuddly) experience literally on demand. ++++++ Mophie rescue dogs SXSW promotion – you tweeted using a the hashtag @mophierescue and one of these rescued st. bernards brings you a mophie case! You may not have a gimmick or a puppy – but you can still create great experiences day-to-day with email (?)
9. What’s the next best thing? PHONES!!!! And that means on their phones…
10. 91% of consumers check their email at least once per day on their smartphone, making it the most used functionality. (ExactTarget) 30% admit they actually get “anxious” when they don’t have their phone on them. (Google)
11. IN addition… For millennials, 87% agree with the statement that their smartphone never leaves their side, day or night. -kpcb
12. So there’s a ton of opportunity to make an impression here – ads, social and ….
13. WITH EMAIL 91% of consumers check their email at least once per day on their smartphone, making it the most used functionality. (ExactTarget)
14. EDIT:
15. ENTIRE INTERNET
16. In some studies – it’s as high at 64%. Aaaaaand that’s why…
17. SO – again – what do people want? They want value. They want a personal experience. They want it to look good on their phones. They want it 15 mins after they wake up. At 2am. At the stop light – that’s your challenge – you have to put it all together! If you deliver valuable, personal content to the on-the-go consumer …. On mobile phones, email marketing generated 26.7% of sales, compared to 20.9% on desktop and 23.1% on tablet. Source: Custora
18. Which is a shame because, if best practices are employed, the ROI on email is more than double that of any other digital channel.
19. If you can start to put the people in your list into the right places in your world and start to pay attention to their behavior, then you can set up both automated workflows, create one message with multiple audiences with dynamic content and truly personalize the experience I’m having both in my inbox and elsewhere to close the loop and get me closer to converting. BASIC: Gender Identity (or who they buy for most-often) Age Geography Their degree of engagement: Active, having recently purchased from you Less active Inactive  The data you have about them in your various systems: What did they look at? What did they buy? What did they leave in their shopping cart? Psychographically (value-based) personal values Hobbies interests etc. Buyer Behavior: purchase history higher-dollar items customers who routinely purchase from a single inventory category. Last Interaction with your brand If you’re a B2B marketer, you might segment by: Type of industry Job title Size of business Influence Level (This involves segmenting your prospect list by their influence to your company, whether that influence is identified by potential for profit or social visibility.)
20. Nike Refinery 29 Madewell Ex. Just an email address Gender Identity (or who they buy for most-often) Age Geography
21. They have twice the list they had when they joined us….slow & steady growth
22. Segmenting by Gluten Free and Not Gluten Free!
23. Birthday emails can lift conversion rates by 60% over non-birthday email messages with the same offer. - ClickZ
24. Active, having recently purchased from you Less active Inactive 
25. Thanks for your purchase – this feels like I’m joining something and great Mobile “on the go” shout out…
26. Making it seem like I’m special but really I just…exist
27. Circle the “Startpoints” in the header….trying to get me MORE engaged by reminding me how many points I have
28. Inactive – Return Path Suggests: Including a cash discount (e.g. $10 off) performed better than a percentage discount (e.g. 10% off) in the Return Path study. Consider a gift giveaway contest as an incentive. Include one clear call-to-action (CTA).
29. Opt out messaging from Michael’s – I love this so much. Human, personal. Gives me options and lures me back in!
30. Students, Already Purchased Tickets, Buy One/Get One Free (to everyone else)
31. Rewarding my loyalty/frequency of activity. Sending to the highly engaged overall. How many times I’ve used Uber – rewarding me, loyalty/rewards, “VIP” status…
32. I looked at Taos on Airbnb.com and got this a few days later.
33. “Based on what I looked at”
34. I had a dead battery! That was the last reason I called AAA. I ended up replacing the battery that day. This was also….months ago…they could have acted faster!
35. Batali customization journey (?) – what about Tito’s? They have segments, they’re just not doing much yet…
36. Generic
37. I get this one since I’m actually a subscriber…has a lot more content/substance… they have this information about me
38. 4 groups: General Newsletter Media Readers from Arkansas Readers from Texas