Getting personal: Our personalisation journey
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Presentation by Bill Brand, Senior Data and Communications Manager, Last Word Media
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Getting personal: Our personalisation journey
- 1. Last Word Media and Adestra – Our email journey Bill Brand – Senior Data and CRM Manager, Last Word
- 2. Last Word • Last Word, an independent financial media solutions business with offices in London, Singapore and Hong Kong. • Launched in 2005, Last Word provides market news, analysis and comment across the global investment industry. • Content is delivered across multi-channel platforms - print, digital, video, research, data and events. • We are the first choice for wealth managers, financial advisers, fund selectors, distributors and intermediaries across the globe, helping them forge the right connections – and make better informed business decisions. • And we send 2 million emails a month!
- 3. Where we were three years ago • Challenges we were having with our marketing emails: – Lack of consistent branding – ‘One size fits all’ emails – All campaigns copied – Poor data – spreadsheets, no CRM, no personalisation – Non responsive – No text versions – Once unsubscribed, unsubscribed from everything – No campaign process
- 4. The move to Adestra • Workspaces, projects and user groups • Preference centre • System integration – API from website for data capture – API from CRM (selections and unsubscribes) • Templates What else was happening • Introduction of a CRM (Wyvern) – Central data storage, API integration into MessageFocus • New websites with data capture
- 5. Rebrand and new templates • The rebranding of Last Word • Events template workshop – defining what templates need to included • What we wanted the templates to do / How we wanted them to work • New template design • Training and roll out
- 6. Email life cycle planning
- 8. ‘New Editor’ template design
- 9. Data journey - Objectives Business needed to understand the customer and wanted to increase engagement. • What’s our vision for data? • What are we trying to achieve with personalisation? • What does personalisation mean to our customers?
- 10. Laying the groundwork What did we do? • CRM – single view of the customer • Audited the data we had • Started by getting the basics right. Aiming for 100% in key fields • Overhaul of forms - what data are we capturing - what do we need & will use • Ongoing research projects
- 11. Collecting the data you are going to need • What are we going to be sending? • Now and in the future • What data do we need to be able to deliver? • Add rules to ensure the data you want is completed
- 12. What’s in a name? • Putting data to work with personalised introductions • …and subject lines • Testing plans • How we went about it • First step along the personalisation journey
- 13. Newsletters – simple change, big impact
- 14. Events – the same but different The same campaign template is used but with different messages tailor to the different identified audience segments
- 15. Events – copy and tailor The same “campaign” sent to different audience segments, with different subject lines and tailored content
- 16. Preference centre • Putting control in the hands of the recipient • Enabling consumers to choose what they receive • Use preference knowledge to only send content the recipient wants to receive
- 17. Results So what impact did all these changes have?
- 19. Results - events
- 20. Results - websites Website traffic from Email 2014 - 39.8% 2017 - 57.2%
- 21. Results - websites Growth in web traffic to all four brands More page impressions generated every month: • IA - 63% • PA - 52% • FSA - 185% • EI - 16%
- 22. Results - event registrations Registrations from Email 2015 - 37% 2016 - 56% 2017 - 61%
- 23. What's next – Paid subscriptions
- 24. Thank you.
Editor's Notes
- How do we use email and why it is important to the business
- New versions of templates – why they were needed all sections being used scared of using the Source code Original vision of ‘pick and mix’ selection was too complex in the standard editor Evolution based on user feedback
- New versions of templates – why they were needed all sections being used scared of using the Source code Original vision of ‘pick and mix’ selection was too complex in the standard editor Evolution based on user feedback
- The business wanted to know who are customers are, what they do, where they are located Wanted to increase engagement: - More readers, more page views, more page impression, more inventory for sales to sell. More revenue More event delegates, happier sponsors. More revenue Vision – completeness, understand the customer, build personas Achieve – tailor services and product offering Customer – better experience, more relevant, the only source of information
- Business run on spreadsheets Siloed systems Data cleaning – using the data you have eg xxx@xx.br = Brazil or +91 = India
- What data do we need personalise and tailor content, built form to match Rules Old form - postal address for newsletter sign up
- Pet hate – Valued customer, Mrs Brand, bill Problems with initials – intern – 9/10 name is in the email address Update form so first name has a rule of must add two characters
- Revenue opportunities Journalists writing stories based on the user profile
- Different copy Different sections Three key pools of data identified: Previous attendees (Hot) Magazine/Newsletter subscribers (Warm) Prospects (Cold)
- Better data, better templates, better intelligence