Learn how you can optimize processes and content to deliver a better experience for your customers.

1. ADESTRA EMAIL SUMMIT

2. ADESTRA EMAIL SUMMIT
Optimisation

3. ADESTRA EMAIL SUMMIT
Optimisation Basecamp – Agenda
• Introductions and Housekeeping
• Jo Green – Senior Marketing Executive, IOP
• Lizzy Kavanagh – Key Account Manager, Adestra
• Anna Grieve – Head of Professional Services, Adestra
• Tom Pickup – Senior Digital Developer, Adestra
• Joe Matthews – Technical Consultancy Manager,
Adestra

4. ADESTRA EMAIL SUMMIT
Optimisation Basecamp – Agenda
• Content Optimisation
• IOP Publishing Case Study: Physics World registration
and e-newsletter templates
• Serious Sport Case Study: Product recommendations
email

5. ADESTRA EMAIL SUMMIT
AUTOMATED CONTENTCONDITIONAL CONTENTCOPY AND TAILOR

6. ADESTRA EMAIL SUMMIT
What are the implications for content creators?
Headline article
Offer Offer
Article Article
1
2 3 4
5 6 7
Article
Article Article Article
Content Options
1. Mixed approach
• Curated content
• Most popular
• Personalised selections
2. Re-ordered content
Same articles but re-ordered based on behaviour/
preferences
3. All personalised
Select from a ‘pot’ of articles based on
behaviour/preferences
4. Personalise subject lines & pre-header

7. ADESTRA EMAIL SUMMIT
7
DATA
Behavioural
Transactional
Customer
Email: opens, clicks, conversion, unsubscribe
Website: views, browse, abandons, purchase
Product purchased, category purchased,
purchase date, order value,
order frequency, AOV
Demographics: Name, gender, age, family,
income
Geographics: address, town, country
B2B: company, occupation, seniority, industry,
specialisms
Preferences: interests, likes/dislikes

8. Optimisation: Physics World registration and
e-newsletter templates
Adestra Email Summit 2018
Jo Green, Senior Marketing Executive (Data), IOP Publishing
9th October 2018

9. 1. Background – Physics World site migration
2. Our challenge
3. Improving user registration
4. Campaign automation
5. Results
6. What’s next

10. • Wholly owned by the Institute of
Physics
• Publish 70+ journals, ebooks,
magazines, conference proceedings
and websites
• Global – 95% of journal authors from
outside UK
• Librarians, partners, researchers
About IOP Publishing

11. • Reach our customers with timely, personalised research
• Drive article downloads – new business and supporting
renewals
• Easy way to cross-promote other services to new contacts
to our business
Why email is important to us

12. Physics World

14. Replace newsletter process - no longer supported
• Must automate as much as possible BUT allow for manual edits
• Old system was unreliable and inefficient
• Email campaigns not mobile responsive
Improve experience for users and data quality for us
• Reliance on customer services team
• Long data collection forms
• Lack of validation and cleansing impacted data quality
• Reporting was limited
Our challenges

15. • Bloated database of inactive users
• Only a small proportion recently engaged
• 65% missing additional data key to understanding contact
• Large number of newsletter subscribers for Physics World alone
• But over 10% were unattempted each week
• Decreasing engagement
Our challenges

16. Data wall
Multi-step registration
Validation
SIGNUP PROCESS
Users to self manage
Improve reporting
Increased flexibility
NEWSLETTERS
Mobile responsive

17. ARTICLES RSS FEED
AUTOMATION
PROGRAMME
TEMPLATE
USER UPDATES

18. Header
Text intro – manually edited
Article content - automated
Ad content – could be manually updated (will be automated)
Footer
Article content - automated

20. ADESTRA EMAIL SUMMIT

23. Implemented flexible, efficient solution
• Automate launch but allow collaborative approach
A good foundation to build on
• Monthly registrations on site up 328%
• 16% growth in newsletter list sizes
• Particular growth for subject sites
• Environmental list grew by 75%
Improved data quality
• More complete contact data
• Validated email addresses
• Automated purging of inactive contact records
Results

24. Full newsletter lists were migrated and are still aging
• Impacting opens and clicks
• Maintained to encourage migration – now time to purge
Testing and design improvements
• Reduce content
What’s next

25. ADESTRA EMAIL SUMMIT
Serious Sport – Joe Matthews

26. ADESTRA EMAIL SUMMIT
Post Purchase Product Recommendations
• The Serious Sport Group was established in
2005 and currently consists of Serious Sport,
Serious Cricket & Serious Football.
• Recognised a niche market to provide high
quality team clothing and sportswear,
delivered within 3-5 working days for
personalised orders.
• Now one of the fastest growing teamwear
companies in the UK due to its philosophy of
offering quality garments, backed up with
unrivalled quality service at competitive prices.

27. ADESTRA EMAIL SUMMIT
7
DATA
Behavioural
Transactional
Customer
Email: opens, clicks, conversion, unsubscribe
Website: views, browse, abandons, purchase
Product purchased, category purchased,
purchase date, order value,
order frequency, AOV
Demographics: Name, gender, age, family,
income
Geographics: address, town, country
B2B: company, occupation, seniority, industry,
specialisms
Preferences: interests, likes/dislikes

28. ADESTRA EMAIL SUMMIT
Post Purchase Product Recommendations
• Post purchase email with 3 recommended team wear
products
• Sent 2 weeks after purchase
• Daily transactional data feed
• Transactional data filters used to identify contacts who
purchased 2 weeks ago
• Template API code used to check what team wear
products have been previously purchased
• 3 recommended products that the customer does not
own are displayed within the email
• Products are prioritised based on stock levels, time of
year and sales
• Product image, name, price and link all displayed in
email
• Email is personalized with Club name, logo and link to
club store

29. ADESTRA EMAIL SUMMIT

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Questions...