First-Person Marketing: Liz Smith
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Relying on batch-and-blast alone yields diminishing returns and risks alienating our customers. We all know we should be doing more to give our customers a personalized experience, but how do you move from the theory to a practical plan that will deliver on your commercial objectives? Liz shared insight gained from her experience of working at Adestra on how to identify the quick wins and longer-term enablers that will transform your email marketing from "could do better" to "star performance."
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First-Person Marketing: Liz Smith
- 3. 93% of companies see an uplift in conversion rates using personalization Source: Econsultancy Conversion Rate Optimisation Report, 2017
- 4. The majority of marketers are only in the early stages of personalising their campaigns Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
- 5. 1. Integrating data 2. Lack of resources / time / skills 3. Where to focus 4. Lack of technology 5. Developing processes and rules Challenges
- 6. advanced segmentation mobile responsive templates video content kinetic design multi-channel triggers content personalization location-based content lead nurturing lifecycle automation ratings and reviews dynamic content real-time content progressive profiling dynamic social feeds send time optimization product recommendations predictive modelling multi-variant testing cross-channel orchestration
- 7. Your formula for success… Understand your current situation Develop your vision Breakdown your goals into everyday goals Get buy-in from your wider organisation Plan ahead, but implement one at a time
- 8. Your formula for success… Understand your current situation Develop your vision Breakdown your goals into everyday goals Get buy-in from your wider organisation Plan ahead, but implement one at a time
- 9. 9 What value do they get from your emails? Do you understand the customer journey? How can you use personalization to enhance that experience?
- 11. Founded in 1880, The Stage has long been a must-read for all those involved in the performing arts industry. The Stage was manually processing data from multiple data sources: • Not scalable • Holding them back strategically
- 12. The Groundwork Audit of data sources & formats Implemented fully automated imports Single Customer View Preference centre
- 13. A streamlined and efficient process A flexible, fully-responsive template Fast and agile to respond to breaking news Better segmentation Time to develop strategy and automations 5 hours Saved per week +200% increase in engagement
- 14. Your formula for success… Understand your current situation Develop your vision Breakdown your goals into everyday goals Get buy-in from your wider organisation Plan ahead, but implement one at a time
- 15. What is your destination?
- 16. Grow email revenue by 15% in 12 months Increase revenue from existing customers Acquire new customers Convert single-buyers to multi-buyers Increase frequency of purchase Increase spend Winback lapsed customers Single to Multi-buyer program Post-purchase cross-sell program Minimum spend offer by segment Winback program Commercial goal Customer strategy Lifecycle strategy Tactics KPIs Repeat order rate, Multi-buyer segment size Conversions, Revenue Average order value Reduce lapsed segment, Revenue
- 17. For over 60 years, Blinds To Go has been dedicated to providing the finest quality blinds and shades at the lowest, factory-direct prices. • Poor inbox placement • One-size-fits-all content • Low engagement • High attrition
- 18. 3+ 0 in-active very active purchases email engagement Super active customers 1 2 Loyal customers Non- customer (active) Non- customer (non- active) Single purchasers (last 2 years)
- 19. A pragmatic and customer-focused approach Dedicated IP address and deliverability consultancy Segmentation strategy Testing strategy across BAU and automated campaigns Re-engagement strategy
- 20. Your formula for success… Understand your current situation Develop your vision Breakdown your goals into everyday goals Get buy-in from your wider organisation Plan ahead, but implement one at a time
- 21.
- 22. Direct Wines Ltd is an international independent wine merchant with global turnover in excess of £350m. They operate brands such as Laithwaite’s Wines and The Sunday Times Wine Club. • Compete for attention in a crowded Black Friday inbox • Drive revenue without cannibalizing December sales • Orchestrate a multi-stage, multi-channel campaign
- 23. Integrated and amplified Leveraged ‘Black Friday week’ Cross-channel integration Personalised content based on preferences, subscription package and lifecycle stage
- 24. Understand your current situation Develop your vision Breakdown your goals into everyday goals Get buy-in from your wider organisation Plan ahead, but implement one at a time
- 25. 25
- 27. Understand your current situation Develop your vision Breakdown your goals into everyday goals Get buy-in from your wider organisation Plan ahead, but implement one at a time
Editor's Notes
- Increasingly harnessing all of your data to drive relevant and targeted communications
- However, they have also reported an 11% DROP in their own performance in email over last 12 months. Largely because marketers are increasingly ambitious with email and not feeling like they are using the channel to its full potential.
- We find out that most marketers are still in the early stages of personalising their email campaigns…. What’s holding us back????
- These are the challenges that marketers report in this order – but I think that no.3 holds the key. If you don’t know where to focus – it is that you want to do, how can you free up time, make a case for securing resource? How do you even know what data you need?
- No wonder we don’t know where to focus –There’s a hell of a lot of things we could be doing to achieve better personalisation & optimise our email marketing. How do we know what’s going to perform best & where we should focus our efforts? At the end of the day these are just tools & tactics – not an end in themselves Its really important to put the groundwork in to ensure you’ve got the vision, the data, the infrastruture & the customer insight to design an effective marketing strategy. And once you’ve got that framework in place, you can layer in some of these technologies to further enhance what you’re doing.
- World of Online content is incredibly crowded putting pressure on creators to reach, attract and retain target audience. Sharing content that isn’t relevant is tantamount to growing your Unsubscribe list Learn from your readers and address their wants/needs Connect with your audience as much as you can – make them feel heard and appreciated Reviews, social media, content curation, reporting and analytics
- World of Online content is incredibly crowded putting pressure on creators to reach, attract and retain target audience. Sharing content that isn’t relevant is tantamount to growing your Unsubscribe list Learn from your readers and address their wants/needs Connect with your audience as much as you can – make them feel heard and appreciated Reviews, social media, content curation, reporting and analytics
- Value – are you keeping them up-to-date with the latest trends, are you giving them content they love to read, are you helping them get the most from your product or services? Do you understand the customer journey – what are the touchpoints with email? How can you improve that journey? What does your brand mean to the customer? how can personalisation help them? What are the stages they go through in making the decision to purchase, and what are our touchpoints with them?
- Understand where you are today – establish your existing tech landscape and customer engagement effectiveness
- Overhaul CRM (Wyvern DM) for single view of customer – api integration to Adestra Run comprehensive audit and gap analysis on existing data Define key fields and set realistic goals for data completion DataCollection: What are we going to send? Now and in future? What data do we need for that? What do we make mandatory and what do we make a value exchange decision for NO Need for full address for digital-only pubs, but Country is key.
- Overhaul CRM (Wyvern DM) for single view of customer – api integration to Adestra Run comprehensive audit and gap analysis on existing data Define key fields and set realistic goals for data completion DataCollection: What are we going to send? Now and in future? What data do we need for that? What do we make mandatory and what do we make a value exchange decision for NO Need for full address for digital-only pubs, but Country is key.
- Overhaul CRM (Wyvern DM) for single view of customer – api integration to Adestra Run comprehensive audit and gap analysis on existing data Define key fields and set realistic goals for data completion DataCollection: What are we going to send? Now and in future? What data do we need for that? What do we make mandatory and what do we make a value exchange decision for NO Need for full address for digital-only pubs, but Country is key.
- World of Online content is incredibly crowded putting pressure on creators to reach, attract and retain target audience. Sharing content that isn’t relevant is tantamount to growing your Unsubscribe list Learn from your readers and address their wants/needs Connect with your audience as much as you can – make them feel heard and appreciated Reviews, social media, content curation, reporting and analytics
- Publishers face a number of key challenges in today’s Online world… Saturated online content, need to stand out in the inbox and ensure consumers engage with your content Mobile is the primary platform for consuming content so shift online experience to account for the smaller screen and consumer on the go It’s all about me – today’s consumers expect the personal touch, expect only relevant content Little tolerance for the generic
- Blinds To Go was seeing inbox placement of around 30% for the major provider on their list. They were sending the same ‘one-size-fits-all’ content to everyone, with minimal segmentation and targeting, resulting in low engagement and high customer attrition. Additionally, they also had limitations on reporting, which meant they were unclear on the real size of their active audience.
- Blinds To Go was seeing inbox placement of around 30% for the major provider on their list. They were sending the same ‘one-size-fits-all’ content to everyone, with minimal segmentation and targeting, resulting in low engagement and high customer attrition. Additionally, they also had limitations on reporting, which meant they were unclear on the real size of their active audience.
- World of Online content is incredibly crowded putting pressure on creators to reach, attract and retain target audience. Sharing content that isn’t relevant is tantamount to growing your Unsubscribe list Learn from your readers and address their wants/needs Connect with your audience as much as you can – make them feel heard and appreciated Reviews, social media, content curation, reporting and analytics
- Competing for attention and market share in a crowded Black Friday inbox is a difficult task for any brand and industry. Direct Wines were looking to promote their Black Friday offering in a relevant and engaging way that would drive revenue and give customers a great experience across multiple channels. Furthermore, as Black Friday is so close to Christmas, Direct Wines wanted to create a strategy that would avoid cannibalizing their December sales. This strategy would be executed across the two core brands: Laithwaite’s Wine and The Sunday Times Wine Club.
- Direct Wines’ Black Friday email campaigns have historically performed quite well, but the team believed they could do even better by coordinating their efforts across channels and serving personalized content to different customer segments. To achieve this, they brought together a cross-functional team and started planning their effort in April. The Direct Wines teams identified three key areas of focus to drive the success of their Black Friday strategy: Leveraging ‘Black Friday week’ To create excitement, stand out in the inbox and compete against other retailers, Direct Wines sent out a series of daily deal emails in the week leading up to Black Friday and throughout Black Friday weekend. Cross-channel co-ordination The Direct Wines team executed the same offers and creative across email and print (such as postcards). They also made sure the customer services teams were aware of it, and promoted the same offers via inbound and outbound calls. Personalized content This year Black Friday strategy, more2 and Direct Wines decided to show an all-red, all-white or mixed case of wines depending on stated preferences and previous purchases.
- World of Online content is incredibly crowded putting pressure on creators to reach, attract and retain target audience. Sharing content that isn’t relevant is tantamount to growing your Unsubscribe list Learn from your readers and address their wants/needs Connect with your audience as much as you can – make them feel heard and appreciated Reviews, social media, content curation, reporting and analytics
- Spoiler alert – Travel industry tops the charts in 5 of the disciplines, although Retail is the star performer in interactivity in emails. As the expectations placed on marketing teams increase and customers continue to demand transparency, personalisation and optimisation, now is the time for marketers to step up their game with a view to delivering all that is expected of them and more
- World of Online content is incredibly crowded putting pressure on creators to reach, attract and retain target audience. Sharing content that isn’t relevant is tantamount to growing your Unsubscribe list Learn from your readers and address their wants/needs Connect with your audience as much as you can – make them feel heard and appreciated Reviews, social media, content curation, reporting and analytics