Email is seen as the top ROI driver by US marketers, According to eMarketer. Despite being marketing’s oldest channel, the fact is that email marketing remains one of the most effective marketing channels for any business today. Consumers have come to expect a personalized experience from the brands they interact with. This calls for tailoring your message to the individual needs and behaviors of your segmented email lists. Find out how to grow your email list with personalized on-site displays and when to apply automated emails that drive revenue for your business. Our seasoned experts will explain how to optimize your email strategy to drive conversions toward your email marketing goals.

1. How Top Brands Drive Results With
Email Personalization
Increase Shopper Engagement & Grow Email Marketing Revenue

2. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speakers
Josh Mendelsohn
VP, Marketing
Eric Miller
Associate Director, CRM
& Email

5. Today’s Agenda
● How to grow your email list with personalized on-site displays
● Commonly used behavioral email segments
● Automated emails that drive revenue for your business
● Advanced practices to drive email engagement and increase conversion
● Proven life cycle strategies to drive success
● Leveraging brick-and-mortar behavior for targeting and personalization

6. POLL QUESTION
How actively are you trying to grow your email
list?

7. Email
Email.

9. Most ecommerce stores treat everyone the same
(and it shows).

10. “Do you
want fries
with that?”

11. A little bit of effort goes a long way when
you put the customer first
Understand and act on simple segments
Engage shoppers throughout the customer
journey
Personalize displays and emails that speak
to each segment/stage

12. Visitor Shop Add to Cart Checkout Buy
Unknown Shoppers
The Key to Success: Turning unknown visitors into
subscribers

13. Visitor Shop Add to Cart Checkout Buy
Unknown Shoppers
The Key to Success: Turning unknown visitors into
subscribers
Capturing email addresses and engaging shoppers throughout the journey is critical for
growing your business

14. Start with basic customer segments (using
collected and inferred data)

15. Using Basic Segments to Build Your
Subscriber and Customer List

16. 1. Welcome new visitors with a branded and
engaging pop up

17. 2. Recognize and engage your returning visitors
and whether they have joined your list

18. Including those with items in their cart

19. 3. Recommend products, offer discounts, and drive
urgency among your most engaged shoppers

20. 4. Stop abandonment before it happens,
with better offers for high value customers

21. 5. Deliver relevant information based on
shoppers’ location

22. 6. Recognize your rewards members
(or potential members)

23. Bonus: Build loyalty among new customers
by saying thank you

24. 6 Ways to Use Basic Segments to
Engage and Get Sales from Your List

25. Email personalization: It’s more than a first name, it’s
about the shopper mindset and creating connections

26. 1. Use your welcome email
to create a connection

27. 2. Bring shoppers back with simple cart recovery
emails

28. 3. Inspire subscribers who have never purchased

29. 4. Use highly relevant information in your emails

30. 5. Re-engage lapsed customers with simple win back
emails

31. 6. Send order follow up emails with a
personal touch

32. Key Takeaways
• Email might feel old school, but your email list is one of your most important
assets as a business
• Use email list growth tools to create a welcoming brand experience for all of
your shopper segments
• Basic segmentation & personalization is easy to accomplish and worth the effort

33. Take Email Personalization to the Next Level

34. Copyright 2017 - Q4 Amazon Virtual Summit
Map Product &
Customer Lifecycle
to Identify
Opportunities
Data Availability
Expand & Build off
Basic Series
Personalization Building Blocks

35. The cornerstone for all personalization
● Identify all sources of customer data
● Don’t forget brick & mortar data
● Are they mapped to your CRM/ESP?
● What if I can’t get to data?
Data, Data, Data
● Data Examples:
○ Products/Categories
Browsed
○ Content Visited
○ Products Purchased
○ Date of Purchase
○ Links clicked in email
○ Loyalty program
participation
○ Promo codes used

36. Capture more of the purchase funnel
● Product Abandonment
● Browse Abandonment (window shoppers)
● Product Recommendations
● Write a Review
● Q&A Emails
Expand Basic Series

37. Browse abandon indicates intent
● Expand calendar segmentation to include these subscribers
● Utilize browsed category for informing product recommendations
● Strengthen seasonal targeting
Build Upon Basic Series

38. How deep is your post-purchase
experience?
● Target first purchasers to reinforce experience & build loyalty
● Send complementary products and accessories
● Follow-up with purchase specific information (ex. User instructions, tips,
content, recommended items, etc)
● Let seasonality be your ally:
○ Expand to include updates, seasonal care reminders, and content
● End of product lifecycle uses or options
Build Upon Basic Series

39. Identify New Opportunities

40. POLL QUESTION
How confident are you in taking your email
personalization to the next level?

41. SMALL TEXT
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Schedule Your 1-1
Email Marketing Consultation

42. Q & A
Josh Mendelsohn
VP, Marketing
Eric Miller
Associate Director, CRM
& Email

43. THANK YOU!
Privy:
Josh Mendelsohn
Josh@privy.com
Sign up free at www.privy.com
CPC Strategy, now part of Elite SEM:
Persephanie Arellano
perseph@cpcstrategy.com