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Personalize Your Email Marketing with Advanced Segmentation from Kissmetrics

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Triggered emails drive better conversion rates Triggered emails have 50% higher open rates than non- triggered emails. 82% of web shoppers say they’d likely buy more items from a retailer if its emails were more personally relevant.
“Spray and Pray” will hurt your subscriber list in the long run
Personalize your nurture series with behavioral data Downloaded e-book/ infographic Browsed product pages, watched demo Competitive comparisons, viewed pricing page In trial, onboarding Used features Recommended your product to a peer Actions that users take on your website
Emotional Impact Play with emotions: Testing for subject lines CONSIDERATION: Hopeful PREFERENCE: Confused PURCHASE: Overwhelmed ADVOCACY: Happy but sometimes Frustrated LOYALTY: Excited AWARENESS: Optimistic
Awareness: Identify where users drop off Awareness •  How are people getting to my site? •  Who are the people that come to my site, but do not interact further? •  Who are the people that are interacting with my assets (watching a video, reading a blog post, etc) but do not return?
Don’t be afraid to ask users to choose their own adventure •  Register for Webinar •  Download PDF •  Sign up for newsletter Adventure 1: How to increase conversions? Adventure 2: How to increase customer retention? Topic interest
Consideration: Identify where your bottlenecks are Consideration •  Who’s getting stuck and where are they getting stuck? •  Who’s engaging with our product content?
Signed up for free trial Activated account Used Feature A Used Feature B Did not activate Reminder email Consideration: monitor actions and deliver a consistent message Day 1: Welcome email Day 7-14: Triggered emails
Preference: Find users that are engaged Preference •  Who’s looking for validation information on your site? •  Are your trialists making it through the trial process? •  What features are your trialists getting stuck on?
Preference: Show your users what’s in it for THEM Read case study Product knowledge based on the case study they read and how it applies to THEIR business
Purchase: Keep those that are interested…engaged Purchase Purchase: use personalized offers to re-engage Rate your trial experience No time No resources No budget Free trial ending soon Extend trial Implementation offer Special discount
Loyalty: Find heavy users Loyalty •  Who has logged in consistently in the past month? •  Who is using our most advanced feature? •  Who are the users that have just recently upgraded?
Ratings of NPS: 8-10 AND Have been a customer for more than 6 months AND Logged in within the past 7 week Refer a friend! Get paid Loyalty: Reward your active users
Advocacy: Find your fan boys advocacy •  Who has been a customer for at least 1 year and log in consistently? •  Who is spending the most time in your app? •  Who are your power accounts that started off with 1-2 users and grew to more?

Published in: Marketing
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Personalize Your Email Marketing with Advanced Segmentation from Kissmetrics

  1. 1. We’re going to show you… How to nurture your leads with segmentation based on your user’s behaviors so you can better personalize your content
  2. 2. Triggered emails drive better conversion rates Triggered emails have 50% higher open rates than non- triggered emails. 82% of web shoppers say they’d likely buy more items from a retailer if its emails were more personally relevant.
  3. 3. “Spray and Pray” will hurt your subscriber list in the long run
  4. 4. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  5. 5. Personalize your nurture series with behavioral data Downloaded e-book/ infographic Browsed product pages, watched demo Competitive comparisons, viewed pricing page In trial, onboarding Used features Recommended your product to a peer Actions that users take on your website
  6. 6. Emotional Impact Play with emotions: Testing for subject lines CONSIDERATION: Hopeful PREFERENCE: Confused PURCHASE: Overwhelmed ADVOCACY: Happy but sometimes Frustrated LOYALTY: Excited AWARENESS: Optimistic
  7. 7. Awareness: Identify where users drop off Awareness •  How are people getting to my site? •  Who are the people that come to my site, but do not interact further? •  Who are the people that are interacting with my assets (watching a video, reading a blog post, etc) but do not return?
  8. 8. Don’t be afraid to ask users to choose their own adventure •  Register for Webinar •  Download PDF •  Sign up for newsletter Adventure 1: How to increase conversions? The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Adventure 2: How to increase customer retention? Topic interest
  9. 9. Consideration: Identify where your bottlenecks are Consideration •  Who’s getting stuck and where are they getting stuck? •  Who’s engaging with our product content?
  10. 10. Signed up for free trial Activated account Used Feature A Used Feature B Did not activate Reminder email Consideration: monitor actions and deliver a consistent message Day 1: Welcome email Day 7-14: Triggered emails
  11. 11. Preference: Find users that are engaged Preference •  Who’s looking for validation information on your site? •  Are your trialists making it through the trial process? •  What features are your trialists getting stuck on?
  12. 12. Preference: Show your users what’s in it for THEM Read case study Product knowledge based on the case study they read and how it applies to THEIR business
  13. 13. Purchase: Keep those that are interested…engaged Purchase •  Who has viewed the product or pricing page but left? •  Who has hit the trial form, bounced, but didn’t fill out a form? •  Who has logged in to the trial several times but have not purchased?
  14. 14. Purchase: use personalized offers to re-engage Rate your trial experience No time No resources No budget Free trial ending soon Extend trial Implementation offer Special discount
  15. 15. Loyalty: Find heavy users Loyalty •  Who has logged in consistently in the past month? •  Who is using our most advanced feature? •  Who are the users that have just recently upgraded?
  16. 16. Ratings of NPS: 8-10 AND Have been a customer for more than 6 months AND Logged in within the past 7 week Refer a friend! Get paid Loyalty: Reward your active users
  17. 17. Advocacy: Find your fan boys advocacy •  Who has been a customer for at least 1 year and log in consistently? •  Who is spending the most time in your app? •  Who are your power accounts that started off with 1-2 users and grew to more?
  18. 18. Advocacy: drive product innovation with customer feedback Frequent user of a certain feature Recruit them for beta tests and let your customers shape the future of your product
  19. 19. Recap Uncover insights and find bottlenecks Personalize your content based on specific actions that your users have taken Put the right message/offer in your user’s inbox
  20. 20. Caution:

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