The Evolution of Email: Real-Time Segmentation & Contextual Marketing
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Join Movable Ink and BlueHornet for an in-depth look at how to create and execute contextual email campaigns. Learn why contextual marketing is critical today and how you can use the data you already have to segment, in real-time, for every individual customer at the moment of open. Take a look at BlueHornet client, Allen Edmonds', successful contextual marketing campaigns, from strategy and planning to testing and outcomes.
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The Evolution of Email: Real-Time Segmentation & Contextual Marketing
- 15. What data do you have available today? • Location-based data • Time of day/event • Device type What content will be useful to your customers and enhance their experience? • In-store information • Sale or event countdowns • Loyalty points available How granularly do you want to segment? • By city, state, region, country • By membership status or tier
- 16. • Enabled by IP, store ID or store address & radius • Displays number of preferred stores • Personalized map helper
- 17. • Enabled by first name • Fun image treatment creates brand stickiness
- 18. Images based on device type
- 19. • Date of upcoming event • End of sale
- 20. Money raised to date
- 21. title
- 22. Regional segmentation enabled by IP passed as a link append.
- 23. 41 DEGREES AND ABOVE 40 DEGREES AND BELOW +300% click-through rate Enabled by zip code and IP passed as a link append
- 24. DEFAULT • Enabled by IP • Radius of 25 miles • Display top two stores
- 25. OPTION A OPTION B +114% higher click- through rate • No cached imagery • Deliver winning version during & post send
- 26. Image/Price Single Glamour Price No Price Multiple Glamour Price No Price +86% higher click- through rate
- 27. Additional 20% off Clearance Event Requirements: • Create urgency • Send an email daily to most subscribers • Keep the customer in the know
- 28. • Welcome series • Educational • Quality & craftsmanship +54% higher click- through rate
- 29. • Start with data you have now • Ensure your data is up to date • Consider a default scenario • Real time content can get complicated: • Review your rules & creative • Test...test...test • Track results
- 30. PERSONALIZATION Increase response rates with Contextual Content Create hyper- personalized emails at scale Use content that already exists on the web, social Ensure cross- channel consistency AUTOMATION OPTIMIZATION Optimize based on performance in real time Test, refine, repeat INNOVATION Stand out in a crowded inbox Improve the metrics in your email scorecard
Editor's Notes
- MOD: Hi everyone, Thanks for attending "The Evolution of Email." Today, we're going to be talking about how email segmentation has changed – and why it's important for marketers to start figuring out ways to create real-time segmentation strategies to connect with customers in new and innovative ways. (CLICK)
- But first – a little about me.
- LALIT We've found a study from eMarketer - Among email marketers who segment their lists: 39% see higher open rates 24% see higher revenue
- LALIT Email marketers usually segment by fields before they sent out different emails, using demographic data, geographic data, click-throughs , transaction activity, and other behaviors. We all know that the more targeted an email, the better the results. But when you send emails to lists that are based on past data, you're not really targeting according to a customer's real-time context. And, with mobile devices, that one word – context – has become more important than ever. http://www.emarketer.com/Article/Email-Targeting-Isnt-All-that-Advanced-Yet/1012209/1
- LALIT Thanks to mobile devices, you can never assume that your customers are at their computers when they’re interacting with your brand, getting your emails, looking for your stores, or making a purchase. That’s why real-time segmentation and contextual marketing is so important today. If it’s snowing, you don’t want to send customers in the affected area an offer for t-shirts. If customers are on an iPhone, you don’t want to send an email to download an Android-only app. You want to send relevant, engaging offers and content instead. That’s how retailers can build relationships and loyalty with customers today. Rather than broadcasting your message to the widest possible audience, you have to instead think about every individual’s context. Until then, irrelevant marketing is going to cause massive trust issues among customers. // digital marketing is constantly taking customers out of context. If you’re a sales rep, it’s critical to sit and read the expression on your prospect’s face. This is a real challenge for digital marketers: you don’t see the prospect and you continue to say the same thing over and over and over and over….. You don’t get those visual cues from watching someone’s face. Are they leaning in, or are they turning away, frowning or rolling their eyes?? But, just because you can’t see it, doesn’t mean it’s not happening!! By blasting an entire email list with an offer or interrupting someone with untimely messages, brands can appear tone deaf and context insensitive. These same brands are leading with product and brand, rather than experience and utility. Most Digital Marketing, at this point, is AN INTERRUPTION. You are taking customers out of context every day by not giving them what they need and focusing instead on what you, the marketer, needs. Marketers must stop being tone deaf – and start being contextual.
- For years now, marketing has been evolving from untargeted ads that take months to make to messages that can change in real-time. Marketing started with mass targeted campaigns, when marketers sent out catalogues, newsletters, and other messages to as many people as possible. The earliest iterations of digital marketing followed the same trend – in the 90s, banner ads and email spam weren’t targeted, they were just trying to do what broadcast television ads and newspaper ads had been doing for a long time – get as many impressions as possible. (CLICK)
- We all know what a TV commercial looks like. It's jus about the opposite of contextual marketing in every way. TV ads take months to make and place. Advertisers are often only purchasing spots based on demographic data of viewers and hoping to get the message in front of as many of those people as possible. Usually, the ads aren't relatedto what people are actually watching. They take customers out of context and, consequently, a lot of customers tune out TV ads.
- The same thing happens with email marketing segmentation today. While email marketers work hard to segment, you can only do so much when your customers are constantly on the move. There's always a risk of sending a very irrelevant message, too – like when Borders sent a deal about a single store in San Antonio to the store's entire customer base. This is an extreme example, but it happens all the time – if you don't know a customer's current, real-time context, your segmentation is based mostly on guesswork and data from yesterday that may not indicate what is important to the customer today.
- In short, marketing is based on trust, but that trust is broken. Customers have trusted brands by giving away their email addresses, but too many irrelevant marketing messages, all of the time, have left people jaded.
- The problem is that the mass media, mass audience approach to marketing doesn’t work anymore. Digital marketers have it especially tough. 55% of visitors spend fewer than 15 seconds on your website. That’s about enough to scroll up, scroll down, and then decide to watch puppy videos on YouTube instead. HIGHLIGHT OTHER STATS You’ve heard of Banner blindness guess what? Customers also have Email Blindness. In most cases, users view email as an interruption – not as value add. What really needs to happen is that we need to take a step back and look at the landscape today. The digital landscape is full of billboards and people have learned to drive by them without giving them a second glance. http://blog.hubspot.com/marketing/chartbeat-website-engagement-data-nj http://relevance.com/alarming-facts-cmos-should-know-about-banner-ads/
- If some of these challenges sound familiar, it’s because they’ve become the core tenets of one of the other biggest marketing trends today: content marketing. In 2015, content marketing is seen as above and beyond the most important thing for investment. Why? Because by creating useful, engaging content, brands build recognition and boost sales, all without directly marketing the product. Customers trust content that’s entertaining and useful. But how can you make sure that your content is always useful – and relevant - to customers who are constantly on the move, changing their behavior throughout the day? http://www.adweek.com/socialtimes/content-marketing-2015/614186
- If “content is king”, then Context is the Chessboard. In order to make your marketing content stand out, you need to make sure it’s positioned within the right context – based on the channel, the time of day, the device being used, and what the customer has done that day. This means personalizing content in real-time for every customer, no matter when or how or where they choose to engage with you. http://cdn2.business2community.com/wp-content/uploads/2015/01/8-Content-Marketing-Trends-for-2015.jpg
- You have to build what Forrester calls a Contextual Marketing Engine, something that leverages real-time analytics and insights to personalize and automate the customer experience. Contextual marketing is not just another buzzword or tactic. It’s a philosophy. Building a contextual marketing engine means thinking differently about marketing, and making it about customer experience. If you do this right, the sales will be inbound.
- So how do you start building a contextual marketing engine? It starts with segmentation. If you can't segment in real-time, you can't match email messages to a customer's current context. You can only target by static fields like demographics and purchase history. Real-time segmentation customizes email on an individual basis, creating emails based on present behavior and context, emails that can change content in real-time. Mallary from BlueHornet has more details on how you can build a trigger-based contextual marketing engine with marketing automation and create really effective lifecycle messaging that is useful to customers and enhances their experience.
- Late February weather can be very if-y around the nation and we know a good portion of our audience is viewing from the Northeast and Midwest but we do have a decent number of subscribers/customers in warmer climates. Instead of just gearing the content towards our largest audience we customized our email base on temperature.
- For a 4 day quick sale of additional 20% off clearance we had an email each and everyday for some of our subscribers. We leveraged MovableInk to help keep all the content current for current and past emails during this event.
- Video in email. Video can be viewed in email and with MovableInk they make it possible to change the viewer based on the device you are viewing from. We wanted to share our dedication to hand craftmanship and the quality of men’s shoes we produce here in the USA. What better way than video.
- Based upon the pain points we hear from brands, and what Marketers are trying to solve for, MI's AgileEmail is a contextual marketing platform that Drives Your Business Goals with: - Personalization - Automation - Optimization - Innovation