HighRoad U Webinar: Creating Personalized Email Experiences
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Join this webinar to learn the standards for modern email marketing, how to reassess your current email program and how & where to introduce automation. We will discuss several case studies for organizations that are revitalizing email as a member benefit and discuss how email's engagement has changed.
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HighRoad U Webinar: Creating Personalized Email Experiences
- 1. Creating Personalized Email Experiences Modern Email Marketing
- 2. Today: • Understanding Nature of Today’s Email • Understanding What’s Possible • Why Go Personal • Examples
- 3. Email as a Medium Personal Communication • Inbox Placement • Personal Screen Space • Agreed to Receive Your Email!!!! • Perception of Privacy
- 4. How Email Works: -Why It’s So Complicated -No standards for email client -different rules for sizes -different rules for fonts -different rules for images Multiple ESPs with different rules Reference: http://www.howtogeek.com/56002/h tg-explains-how-does-email-work/
- 5. How the Web Works: -Why It’s Easier -Open standards accepted by all Reference: web.stanford.edu
- 6. Gates: • Access to Internet on All Ends • ESP Rules for Routing • Your Org’s Network Gates • Your Org’s Email Spam Filters • Your Email Client Browser • Your Email Client Browser Settings Getting to a Website Getting an Email
- 7. Conclusion of Email • Someone who has said “Yes! I want your email!” needs to be treated in a very precious manner • If you think email is simple, you’re either that sophisticated or that unaware • Email that gets into the inbox needs to get opened because look how hard you worked to get it there!!
- 8. Bottom Line it for Me • Fact: Email isn’t easy. Email is a skilled art/science • Fact: Email takes a lot of time to do manually for creation, testing & distribution • Reality: Email use and perception have changed with social/web • Reality: Mobile reading on email increases intimacy aspect of email as a medium • Reality: Most associations don’t have dedicated email marketers • Business Need: Desire to continue to sell through email and provide member benefits that translate to high engagement
- 9. Anatomy of an Email Newsletter What Are the Component Parts
- 10. • Header Image/Logo • First Name • Date • Content • Ads
- 11. • Sponsored Content • Ads • Content
- 12. • Job Listings • Event Listings • Product Listings
- 13. • Footer Info • More images • Unsubscribe • Update Your Preferences
- 14. Anatomy of an Email Newsletter From a Personalization Standpoint
- 15. • Header Image/Logo • First Name • Date • Content • Ads
- 16. • Sponsored Content • Ads • Content
- 17. • Job Listings • Event Listings • Product Listings
- 18. • Footer Info • More images • Unsubscribe • Update Your Preferences
- 19. Rethink the EPC Not Just for Compliance, but a Key Driver of Personalization
- 20. • Footer Info • More images • Unsubscribe • Update Your Preferences
- 21. Key Personalization Input: • Email Subscriptions • Frequency • Topics • Demographics • Day of Week • Time of Week • Areas of Interest
- 22. Other Personalization Drivers • Website Activity • Member Profile Data • Social Media Data • Event Registrations • Purchase Transactions • Committee Roles • Social Community Activity • Any Digital Data that Adds to their Digital Footprint
- 23. Rise of Email Personalization Email Now
- 24. Rise of Automation: Top Trend • Let technology do the work • Let staff do the thinking • Personalization Trend • Individual Email Sends: Use drip campaigns for personal emails that are in context with what the user is actually doing • “Blast” Email Sends: Use email automation capabilities to deliver hyper- personalized emails en masse
- 25. ICE Emails: (Intelligent Contextual Email) • Member profile-driven • Event-specific • Based on additional logic e.g. zip code location • Cross-sell & upsell
- 26. ICE Emails: (Intelligent Contextual Email) • Curated content • Content for all • Ability to interact
- 27. ICE Emails: (Intelligent Contextual Email) • Member profile-driven • Event-specific offers • Interactive • User-driven
- 28. Don’t Dare to Dream Get to the Dream
- 29. First_name=Jillian Gender = female Age = 34 Searched = watches, next day Browsed = best sellers Viewed blog = 5 Last purchase = 3 months List = High LTV Event Data for Personalized Content
- 30. Intelligent ContentEvent Data for Personalized Content Last Browsed Last Browsed
- 35. OPEN RATES REVENUE CLICK RATES 5X 3X 3X
- 40. Whew! Summary • Email is VERY viable as a channel, but you need to understand how to use the medium in today’s world • Consider email personalization projects that are based on automation and built for you to run without you • Consider all the data you have about your members/prospects/customers and what you could do with that info if you have it!
Editor's Notes
- At it’s core, Cordial is a data driven platform. We allow customer to push ALL necessary data into the platform including product catalog data, order history data, customer purchase data and content. We also provide listeners that pull real time observed customer behavior data. All of this data becomes actionable in our rules based automation engine and informs our machine learning algorithms that optimize the content, targeting and timing of the experiences delivered.
- At it’s core, Cordial is a data driven platform. We allow customer to push ALL necessary data into the platform including product catalog data, order history data, customer purchase data and content. We also provide listeners that pull real time observed customer behavior data. All of this data becomes actionable in our rules based automation engine and informs our machine learning algorithms that optimize the content, targeting and timing of the experiences delivered.
- One of our clients has many sites on anything astrological related. (tarot cards, horoscopes etc..). High degree of personalization, I mean, people get mad if they don’t get their horoscope before they go to work. But with such active engagement, how do you possibly apply that to timezones around the world, device experiences and then personalize while still monetizing advertising in those messages? YOU didn’t know I had things in common with Jennifer Garner did you? (laugh) Net is, this brand fetches content and feeds up to 100 variants at the time of send. Add Justin and Liveclicker to this and you can serve all or parts of the content on-demand at open. It changes how you think about the experience .