Webinar Slides: A minimalist’s guide to getting started with B2B email personalization. With plenty of email personalization ideas, this deck is ideal for both marketers who have already started using this powerful tactic or those who have just started to dabble into it.

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2. 800-­‐920-­‐7227
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Webinar
brought
to
you
by…
Leader
in
B2B
Email
Marke9ng

3. 800-­‐920-­‐7227
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FEATURED
SPEAKER
Pam
Neely
Marke&ng
Content
Creator,
Email
Expert
www.pamneely.com
Phone:
505.660.7072
|
pam@pamneely.com
Twi>er:
@pamellaneely
MODERATOR
Eryn
Branham
Pinpointe
On-­‐Demand,
Inc.
ebranham@pinpointe.com
800-­‐920-­‐7227
Email
markeIng
and
content
creaIon
expert,
author
of
“50
Ways
to
Build
Your
Email
MarkeIng
List”

4. 800-­‐920-­‐7227
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5. 800-­‐920-­‐7227
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What
We’ll
Cover
Today
• Why
personaliza9on
is
worth
your
9me
• Personaliza9on
starts
with
good
data
• Form
op9miza9on
• Personaliza9on
strategy
• Where
and
how
to
use
personaliza9on
–
with
31
examples

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Personaliza9on
versus
segmenta9on
versus

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Why
personaliza9on
works
–
even
first
name
personaliza9on
1. We
are
tuned
in
to
our
names.
2. We
are
constantly
assessing
if
content
is
relevant
to
us.
3. Relevancy
is
one
of
the
power
laws
of
markeIng.

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That’s
why
this
is
nice:

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But
this
is
beWer:
[FNAME]

10. 800-­‐920-­‐7227
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But
here’s
where
marketers
are
most
likely
to
personalize

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Advice
from
Kath
Pay,
CEO
of
Holis9c
Email
Marke9ng
Ltd.
"Email
is
the
easiest
channel
to
personalize
and
the
best
place
to
start
on
your
personaliza&on
journey.”

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We’re
going
to
focus
on
email
personaliza9on,
specifically
B2B
email
personaliza9on

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Why
personaliza9on
is
worth
doing

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Why
do
personaliza9on?
• Higher
open
and
click-­‐through
rates
• Customers
want
personalized
emails
• Personalized
emails
get
forwarded
• Most
marketers
believe
personalizaIon
will
only
expand
further

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Your
emails
will
get
higher
open
and
click
rates

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Here’s
where
personaliza9on
tends
to
help
the
most

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Another
reason
to
personalize
your
emails:
Your
customers
and
clients
want
it

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From
a
2015
Marke9ng
Sherpa
survey
of
1748
adults

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Advice
from
Chad
White,
Research
Director
at
Litmus:
“Subscribers
expect
you
to
personalize
your
emails
to
them
based
on
a
broad
set
of
a>ributes
and
behaviors,
including
(1) who
they
are
(2) who
they
care
about
(3) what
they
did
(4) what
others
did
in
reacIon
(5)
what
they
have
(6)
where
they
are.”

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Why
do
personaliza9on?
Your
emails
are
more
likely
to
be
forwarded

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Why
do
personaliza9on:
It’s
the
future
of
marke9ng

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76%
of
marketers
believe
that
within
the
next
five
years
all
email
communica9ons
will
be
completely
personalized
-­‐
Econsultancy
Email
MarkeIng
Industry
Census
2015,
in
associaIon
with
Adestra

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More
evidence
about
the
future
of
personaliza9on

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So
how
do
you
get
started?

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Personaliza9on
starts
with
good
data

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Most
marketers
struggle
with
personaliza9on

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Usually
because
of
bad
data

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Where
data
goes
bad
• Files
corrupted
or
database
systems
don’t
sync
• Some
form
fields
are
incorrectly
filled
out
-­‐
by
mistake
• Some
form
fields
are
incorrectly
filled
out
-­‐
deliberately
• If
gathering
info
from
in-­‐person
events,
handwriWen
forms
can
have
mistakes
due
to
bad
handwri9ng

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But
the
biggest
issue
is
how
old
your
data
is
Every
year
25-­‐30%
of
email
addresses
change
due
to
list
churn

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If
you’ve
got
bad
or
unreliable
data,
there
are
some
op9ons

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Record
linkage
services
can
help
• Allows
you
to
merge
overlapping
data
• Also
lets
you
do
data
overlays
and
appends

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Progressive
profiling
can
help,
too

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Where
does
your
data
come
from?
• Exis9ng
(legacy)
database
• Landing
pages
from
ad
clicks,
author
bios,
webinar
sign
ups,
etc.
• Content
downloads
on
your
site
(white
papers,
recorded
webinars)
• From
user
behavior
(email
clicks,
website
ac9vity)
• From
sales
team
• From
3rd
party
data
• From
in-­‐person
events

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Much
of
your
data
is
coming
from…
Forms

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How
to
get
more
conversions
from
your
lead
genera9on
forms

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Here’s
what
informa9on
prospects
want
to
give
–
and
don’t
want
to
give

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Usually,
shorter
forms
convert
beWer

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But
not
always…

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Ways
to
improve
form
conversions

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Conversion
rates
for
form
buWons/call
to
ac9ons

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96%
of
people
who
visit
a
website
leave
without
compleIng
the
acIon
the
marketer
would
like
them
to
take.
– Forrester
Research

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Personaliza9on
strategy

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Advice
from
Jordie
van
Rijn,
email
marke9ng
consultant
“You
will
have
to
choose
carefully
what
you
want
to
know
from
your
recipients.
What
data
will
bring
you
towards
a
be>er,
more
personalized
and
more
profitable
form
of
email
communicaIon.”

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Are
you
really
going
to
use
the
informa9on
you’re
asking
for?

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How
does
that
informa9on
fit
into
your
overall
email
marke9ng
strategy?

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How
does
it
fit
into
your
overarching
marke9ng
strategy
and
business
goals?

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Advice
from
Kath
Pay,
CEO
of
Holis9c
Email
Marke9ng
Ltd.
“Personaliza&on
is
not
only
the
art
of
providing
the
right
informa&on
at
the
right
&me,
but
also
of
crea&ng
an
experience
-­‐
one
that
is
welcomed
by
your
subscribers.
The
key
to
success
is
by
leading
with
strategy
and
have
technology
support
and
deliver
on
your
strategy.”

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So
how
do
you
do
that?

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Leverage
your
buyer
personas
to
shape
your
personaliza9on
efforts

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One
way
to
do
that:
Build
your
personaliza9on
around
key
conversions

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Once
you’ve
defined
a
strategy,
then
start
thinking
about
individual
email
messages
and
marke9ng
campaigns

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Personaliza9on
examples:
1. First
name
2. LocaIon
3. Order
or
download
history
4. Dynamic
content
5. Time
zone
6. Event
a>endance
7. Persona
8. Progressing
profiling
9. Birthday
10. Replenishment
email
11. Videos
12. Quizzes
13. Member
status
13
ways
to
personalize
an
email

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Here’s
what
each
of
those
looks
like
in
ac9on

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1)
Email
personaliza9on
at
it’s
most
basic:
The
personalized
subject
line

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The
personalized
subject
line

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The
next
most
common
personaliza9on
tac9c:
Adding
the
first
name
to
the
body
of
the
email

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Another
example…

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Adding
names
into
an
image
or
the
body
of
the
email
works,
too

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How
HyaW
Gold
Passport
applied
this

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Advice
from
Chad
White,
Research
Director
at
Litmus
“Around
a
decade
ago,
personalizaIon
was
synonymous
with
first-­‐name
merges.
Now,
first-­‐name
personalizaIon
has
become
so
overused
that,
used
on
its
own,
it’s
as
like
to
hurt
the
performance
of
your
email
as
help
it.
Marketers
have
to
move
beyond
such
superficial
gestures.”

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2)
Geographic/
loca9on
personaliza9on
is
especially
effec9ve

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Just
adding
the
nearest
store
helps

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3)
Personalize
according
to
order
history
–
or
download
history

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UK
clothing
retailer
Boden
took
basic
info
and
dressed
it
up

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4)
Dynamic
content
If
you’ve
got
subscribers’
zipcodes,
you
can
personalize
based
on
locaIon
and
on
weather,
like
AutoTrader
did
here.
from
Moveable
Ink’s
ebook
Everything
You
Ever
Wanted
to
Know
About
Contextual
Marke&ng

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Econsultancy’s
daily
emails
based
on
10
different
interest
areas

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If
you
have
a
free
online
tool
or
other
interac9ve
content,
you’ve
got
great
informa9on
for
personalized
emails

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Another
personalized
weekly
report

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5)
Semng
up
emails
to
arrive
at
a
specific
9me
is
personaliza9on,
too
Segment
your
users
according
to
9me
zone
to
achieve
this.
…another
benefit
of
having
zip
code
informa9on.

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6)
You
can
personalize
by
event
aWendance,
too

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7)
Personalize
according
to
persona

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8)
Personalize
with
progressive
profiling

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9)
Personaliza9on
tac9c:
the
birthday
email

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10)
Personaliza9on
tac9c:
The
replenishment
email
Example
is
from
the
Unbounce
blog
post,
7
Ways
Bigshot
Companies
Delight
Customers
With
Email

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11)
Personalize
with
videos
This
email
from
VSO
(Voluntary
Service
Overseas)
got
a
42%
open
rate
and
18%
click-­‐through
rate
–
twice
what
the
control
got.
Example
is
from
Adestra’s
blog
post,
“VSO
crai
customized
content
for
cracking
results”

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12)
Use
quizzes
as
a
way
to
personalize
informa9on
Why
this
works:
• Quizzes
are
fun
and
engaging
• Painless
way
to
get
more
informa9on
about
prospects

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Keep
the
quiz
simple
3-­‐5
quesIons
is
plenty.
Even
if
each
quesIon
only
has
3
possible
answers,
and
you
ask
3
quesIons,
you’re
looking
at:
3
x
3
x
3
=
27
segments
3
x
3
x
3
x
3
=
81
segments
That’s
A
LOT
of
content

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An
example
of
an
online
quiz
and
personalized
email
follow-­‐ups
ScoopIt’s
Content
Marke9ng
Grader

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Aqer
you
complete
the
quiz,
you
get
a
follow-­‐up
email

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And
then
a
series
of
emails
customized
based
on
how
you
answered
the
quiz

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13)
Personalize
according
to
member
status

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More
personaliza9on
ideas

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Super-­‐simple
humaniza9on
technique:
Use
a
scanned
image
of
your
signature
at
the
close
of
your
emails
Bonus:
Include
a
photo
of
yourself,
too.

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Consider
personalizing
landing
pages
Adding
a
first
name
to
a
landing
page
is
just
a
maWer
of
passing
a
variable
from
an
email
to
a
landing
page.

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Personaliza9on
gone
wrong

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Don’t
be
creepy

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You
need
to
watch
the
creepy
factor
("we
no9ced
your
CFO
downloaded
our
XYZ
report"
is
no
good).
From
Elisa
Silverman,
one
of
Cision’s
Top
50
Email
MarkeIng
Influencers
of
2014
ElisaSilverman.com
|
@ElisaKapha

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Unpersonaliza9on:
Offering
a
service
your
email
subscriber
can’t
use

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Key
takeaways
from
this
webinar
1. Put
strategy
first,
personalizaIon
tacIcs
second.
2. Blend
personalizaIon
with
segmentaIon
for
ever
be>er
results.
3. Get
creaIve
about
how
to
use
the
data
you
already
have.
4. IdenIfy
key
conversion
events.
Personalize
those
first.

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Ques9ons
Pam
Neely
Marke&ng
Content
Creator,
Email
Expert
www.pamneely.com
Phone:
505.660.7072
|
pam@pamneely.com
Twi>er:
@pamellaneely

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Try
Pinpointe’s
Email
Marke9ng
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for
FREE.
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create
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www.pinpointe.com/get-­‐started
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Thank
You!
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you
taking
the
Ime
to
watch
this
today!
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