SlideShare a Scribd company logo
WEBINAR
Personalize Your Website
& Email Marketing for
Better Results
PRESENTER
PANELISTS
Justin Thorp
Senior Manager, Marketing Operations
@addthis
Charlie Reverte
VP & GM, Publisher Products
AddThis
@numbakrrunch
Tom Tate
Marketing Project Manager
Aweber
@tnrt
AGENDA
1. Introductions
2. Personalizing Your
Website
3. Personalizing Email
Marketing
4. Q&A
Housekeeping:
• This webinar is being recorded and will be
emailed to you along with the slides
• All attendees are on mute! If you have a
question feel free to submit it in the
GoToWebinar console on the right at any time
during the webinar for a Q&A afterwards with
our presenter and panelists
So, you just executed the perfect
strategy to drive targeted traffic to
your site and...
Charlie Reverte: @numbakrrunch #ATwebinar
You’re greeting your visitors like this:
Charlie Reverte: @numbakrrunch #ATwebinar
But, they feel like you’re...
Photo by Sharon Mollerus
Charlie Reverte: @numbakrrunch #ATwebinar
Ever go to a site like this?
Charlie Reverte: @numbakrrunch #ATwebinar
It feels like...
Charlie Reverte: @numbakrrunch #ATwebinar
Can you find the subscribe box?
Charlie Reverte: @numbakrrunch #ATwebinar
You know visitors aren’t all the same
Charlie Reverte: @numbakrrunch #ATwebinar
So, why do you treat them that way?
Photo by taymtaym
Charlie Reverte: @numbakrrunch #ATwebinar
Visitors run and hide
Photo by Jon Rawlinson
Charlie Reverte: @numbakrrunch #ATwebinar
Benchmark averages for bounce rate
Charlie Reverte: @numbakrrunch #ATwebinar
What is Website Personalization?
Tailoring your content, promotions, and
messaging to the needs of individual
website visitors.
Charlie Reverte: @numbakrrunch #ATwebinar
Why Personalize?
It gives your visitors what they’re actually
looking for, instead of throwing
everything or the wrong thing at them.
Charlie Reverte: @numbakrrunch #ATwebinar
Don't
judge
me...
Your experience is already unique to you…here.
Charlie Reverte: @numbakrrunch #ATwebinar
What Makes Your Visitors Different?
• First time visitor or returning visitor?
• Occasional visitor or frequent visitor?
• Are they mobile or at their desk?
• What are they interested in?
• How did they get to your site?
• What about demographics?
Charlie Reverte: @numbakrrunch #ATwebinar
Know when not to ask
Charlie Reverte: @numbakrrunch #ATwebinar
There’s a better way
Charlie Reverte: @numbakrrunch #ATwebinar
Know when you’re more likely to
succeed
Returning
Users:
10x Signup
Rate
Charlie Reverte: @numbakrrunch #ATwebinar
Right email list for the right person
Charlie Reverte: @numbakrrunch #ATwebinar
Right email list for the right person
Charlie Reverte: @numbakrrunch #ATwebinar
Special offer + email subscription
Charlie Reverte: @numbakrrunch #ATwebinar
Once you build your list, what’s next?
Charlie Reverte: @numbakrrunch #ATwebinar
Personalize your landing page to match the campaign
Charlie Reverte: @numbakrrunch #ATwebinar
Segment your email list for more
targeted emails
Charlie Reverte: @numbakrrunch #ATwebinar
Personalize Your
Email Marketing
Tom Tate - AWeber Email Marketing
● Founded in 1998
● Web-based email marketing
tools to help small businesses
and entrepreneurs connect
with their customers and
prospects.
● Broadcasts and
Autoresponders.
What you’ll learn from me today:
● Why email marketing?
● Actionable tactics to start sending personal emails
● Common personalization mistakes
● Metrics you can evaluate to measure success
We all know what email marketing is.
What is email marketing really?
“If you learn anything about email marketing as
a business owner, let it be this: You are not
‘blasting’ prospects and customers.”
Tom Kulzer, AWeber CEO
Talk to one person instead of one thousand.
http://www.searchenginejournal.com/increased-roi-4300-true-possible-email-marketing/96537/
4,300% ROI
http://thedma.org/blog/data-driven-marketing/saturday-stat-series/
66Percentage of consumers
have made a purchase
online as a result of an
email marketing message.
Whether you send Broadcasts...
Or automated emails...
Our goal is generally the same.
open feel engage share repeat
What we want to avoid.
ignore delete bad xp detach SPAM
The inbox is personal.
What we talk about when we talk about email personalization
One v. One Thousand
It’s about making a one-to-one connection with
the human being on the other end of the email.
We can do this with content and design, but also
with leveraging data.
Data we can leverage:
Subscriber data (name, interest, etc.)
Behavioral data (action on site, engagement,
previous buying behavior, location of signup.)
Contextual data (time of day, weather, etc.)
No data, no problem?
You probably have more data than you think.
Most Email Service Providers have enough
subscriber data to develop smart personalized
email experiences.
Simple Personalization Campaigns
Campaign One: {First Name}, naturally
Experiment with using the subscriber's first name
in both subject line, preview text, and/or body of
the email.
Campaign Two: Plain and simple
Decide whether you need to send a fancy
templated HTML email v. a plain-text style HTML
email.
Designed emails can feel like they come from a
brand, while plain emails can feel like they are
sent from an individual person.
I’m not saying don’t brand your emails.
Avoid “donotreply@yourbiz.com”
Campaign Three: The right message
Create segments based on user behavior/action,
and deliver custom messages that speak to this.
Let’s say you have a course...
Create a segment for those who didn’t
open the message:
Or a segment for those who didn’t click:
Campaign Four: C.Y.O.A.
If you haven’t captured custom interest data to
send specific content, or segmentation at this
point is a manual headache, consider splitting at
the point of entry.
Personalization pitfalls
Pitfall One: {First Name}, whoops
● Always test your emails.
● Beware of sounding like a robot.
● Own your mistakes.
The awkward pause...
The full name...
The WRONG name...
My response...
Own your mistakes...
Pitfall Two: Customer/Prospect mixup
● Don’t oversell your customers on something
they already purchased.
● Use automation to move or tag a prospect after
they convert.
Always Be Testing
What metrics to track:
● Sales
● Clicks
● Opens
● Unsubscribes
● Traffic
What metrics to track:
● Bounces
● Location
● Email Domain
Varies by industry:
Difficult to give specific stats because so many
variables affect what you should aim for.
https://blog.kissmetrics.com/email-marketing-2015/
https://blog.kissmetrics.com/email-marketing-2015/
Parting words of wisdom:
● Every industry/customer base is different.
Iterate on what works, and listen for feedback.
● Email marketing is permission marketing. Your
invitation to the inbox is a privilege - use it
wisely.
Relationships begin on your website.
And they’re built in the inbox.
Questions?
Thanks for joining us!

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