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Hyper-Personalize Email using Modular Frameworks

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HERE IS THE PRESENTATION FROM THE EMAIL DESIGN CONFERENCE (#LITMUSLIVE) PUT ON BY LITMUS IN BOSTON.

Ever wondered how you can make emails customized for your end user without having to create hundreds of permutations on your own? We'll show you how to use your ESP and backend data processing to create an email program as personal to your subscriber as their Netflix queue.

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Hyper-Personalize Email using Modular Frameworks

  1. 1. eROI · PERFORMANCE IS ART · eROI.COM Hyper-Personalized Email using Modular Frameworks AUGUST 17, 2016
  2. 2. @gripsmoke @phil_herbert 2 1. Learn about “hyper-personalization” in emails. 2. Structure-based vs Content-based hyper-personalization 3. Data examples and code-walkthroughs THREE BIG THINGS WE’LL COVER
  3. 3. @gripsmoke @phil_herbert Matt Grantski DEVELOPMENT LEAD @gripsmoke Phil Herbert STRATEGY LEAD @phil_herbert 3 #LITMUSLIVE
  4. 4. @gripsmoke @phil_herbert 4 1. Segmentation 2. Personalization 3. Hyper-Personalization DEFINITIONS *as told through the magic of Mean Girls GIFs
  5. 5. @gripsmoke @phil_herbert 5
  6. 6. 6 1. Segmentation DEFINITIONS Division of a subscriber list into groups of users, based on common attributes.
  7. 7. 7
  8. 8. 8 1. Segmentation 2. Personalization Using something we know or assume about a subscriber to try to make them feel valued.
  9. 9. 9
  10. 10. 10 1. Segmentation 2. Personalization 3. Hyper-Personalization Using what you know about someone to fundamentally change their email experience
  11. 11. @gripsmoke @phil_herbert 11 1. Good Data 2. Development Resources 3. Long-term strategy 4. A capable ESP THINGS YOU WILL NEED
  12. 12. @gripsmoke @phil_herbert 1. Good Data 2. Development Resources 3. Long-term strategy 4. A capable ESP 12 Preferences, Product, and/or Behavioral data. THINGS YOU WILL NEED
  13. 13. @gripsmoke @phil_herbert 1. Good Data 2. Development Resources 3. Long-term strategy 4. A capable ESP 13 Backend code work: scripting, queries, or heavy data processing THINGS YOU WILL NEED
  14. 14. @gripsmoke @phil_herbert 1. Good Data 2. Development Resources 3. Long-term strategy 4. A capable ESP 14 NOT things you can build on the fly. Make them future proof THINGS YOU WILL NEED
  15. 15. @gripsmoke @phil_herbert 1. Good Data 2. Development Resources 3. Long-term strategy 4. A capable ESP 15 ...We’ll get to this a bit later THINGS YOU WILL NEED
  16. 16. @gripsmoke @phil_herbert 16 BUT, IF YOU HAVE... IF YOU HAVE…
  17. 17. @gripsmoke @phil_herbert 17 BUT, IF YOU HAVE... IF YOU HAVE… Well–Defined Segments Very Little Product Variation No Development Resources The Wrong ESP
  18. 18. @gripsmoke @phil_herbert 18 BUT, IF YOU HAVE... IF YOU HAVE… Well–Defined Segments Very Little Product Variation No Development Resources The Wrong ESP YOU DON’T NEED HYPER-PERSONALIZATION
  19. 19. @gripsmoke @phil_herbert 19 Let’s start with a case study.
  20. 20. @gripsmoke @phil_herbert 20
  21. 21. @gripsmoke @phil_herbert 21 CHALLENGES Different product offerings Facilities that didn’t participate Different linking structures
  22. 22. @gripsmoke @phil_herbert 22 SOLUTION A modular template that allowed for dynamic product switching based on facility availability.
  23. 23. @gripsmoke @phil_herbert 23 Modular design works by adding content in modules that you can easily rearrange. Think of it as content Legos™
  24. 24. @gripsmoke @phil_herbert 24 iCARE CASE STUDY New Email Design
  25. 25. @gripsmoke @phil_herbert 25 iCARE CASE STUDY New Module Design
  26. 26. @gripsmoke @phil_herbert 26 IN YOY SITE TRAFFIC AFTER TWO MONTHS ⬆ 68% IN REVENUE PER SEND ⬆ 42%
  27. 27. @gripsmoke @phil_herbert 27 TWO WAYS TO HYPER-PERSONALIZE 1. Structure-based 2. Content-based
  28. 28. @gripsmoke @phil_herbert 1. Structure-based 2. Content based 28 An email is coded with all possible modules.
  29. 29. @gripsmoke @phil_herbert 29 TWO WAYS TO HYPER-PERSONALIZE 1. Structure-based 2. Content-based
  30. 30. @gripsmoke @phil_herbert 30 TWO WAYS TO HYPER-PERSONALIZE 1. Structure based 2. Content-based Using Data to Swap Content
  31. 31. @gripsmoke @phil_herbert 31 TWO WAYS TO HYPER-PERSONALIZE 1. Structure based 2. Content-based Using Data to Swap Content BONUS! Backend Data Processing
  32. 32. @gripsmoke @phil_herbert 32 THE BRUNCH INDEX We picked a Portland brunch spot based on your preferences and our backend algorithm.
  33. 33. @gripsmoke @phil_herbert 33 MODULAR DESIGN Weather dependent background image tells you the forecast.
  34. 34. @gripsmoke @phil_herbert 34 MODULAR DESIGN We show you how well that choice fits your stated criteria using a spider graph.
  35. 35. @gripsmoke @phil_herbert And now, code examples… 35
  36. 36. @gripsmoke @phil_herbert 36 http://eroi.com/litmus Fill out the short form to see glimpses of hyper-personalization.
  37. 37. @gripsmoke @phil_herbert 37 First, an example of how the data might be structured. Email Address (KEY) Fave Mean Girl Email Interest Web Interest Social Interest matt@eroi.com Janis Ian Y Y phil@eroi.com Regina George Y Y Y
  38. 38. @gripsmoke @phil_herbert We can create structure-based hyper-personalization through the use of AMPScript. 38
  39. 39. @gripsmoke @phil_herbert 39 AMPScript. Vintage! So adorable!
  40. 40. @gripsmoke @phil_herbert 40 Setting up your variables (Subscriber List) %%[ VAR @meangirl, @email_i, @web_i, @social_i SET @meangirl = [Mean Girl] SET @email_i = [Email Interest] SET @web_i = [Web Interest] SET @social_i = [Social Interest] ]%%
  41. 41. @gripsmoke @phil_herbert 41 Setting up your variables (Data Extension) 1 VAR @meangirl 2 SET @rowcount = RowCount(LookUpRows(“DE NAME”, “SubscriberKey”, SubscriberKey)) 3 IF @rowcount > 0 THEN SET @rows = LookUpRows("DE NAME", "SubscriberKey", SubscriberKey) SET @row = ROW(@rows,1) SET @meangirl = Field(@row, "Mean Girl") ENDIF
  42. 42. @gripsmoke @phil_herbert 42 %%[IF @email_i == ‘Y’ THEN]%% <table><tr><td>Special module about email</td></tr></table> %%[ENDIF]%% %%[IF @social_i == ‘Y’ THEN]%% <table><tr><td>Special module about social</td></tr></table> %%[ENDIF]%% AMPScript
  43. 43. @gripsmoke @phil_herbert 43 We can also do it in IBM Marketing Cloud (née Silverpop) through the use of relational tables and queries to fetch our information.
  44. 44. @gripsmoke @phil_herbert 44 We can also do it in IBM Marketing Cloud (née Silverpop) through the use of relational tables and queries to fetch our information.
  45. 45. @gripsmoke @phil_herbert 45 A query can fetch subscriber keys to match with relational tables, and dynamically bring that data in. No need for defining any variables!
  46. 46. @gripsmoke @phil_herbert 46 Query in an email Seasonal Items: %%RT_LOOKUP_BEGIN query="/Shared/ seasonal_query" max_rows="1" %% %%RT_ROW_BEGIN%% <table><tr><td> .... </td></tr></table> %%RT_ROW_END%%
  47. 47. @gripsmoke @phil_herbert 47 When evaluating ESPs for Hyper-Personalization, you’ll want to look for specific features:
  48. 48. @gripsmoke @phil_herbert 48 When evaluating ESPs for Hyper-Personalization, you’ll want to look for specific features: Structure-based Dynamic logic inside the email (AMPScript, Queries) Content-based Dynamic personalization from data tables used creatively in the email
  49. 49. @gripsmoke @phil_herbert 49 When evaluating ESPs for Hyper-Personalization, you’ll want to look for specific features: Structure-based Dynamic logic inside the email (AMPScript, Queries) Content-based Dynamic personalization from data tables used creatively in the email
  50. 50. 50 EVALUATING ESPs How many permutations are possible? Actual Coworker, Not an Actor ➜
  51. 51. 51
  52. 52. @gripsmoke @phil_herbert 52 Thank you! @eroi eroi.com/litmus @gripsmoke @phil_herbert

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