Not Just a Hookup: Marrying Your Push & Email Strategies
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Mobile means brands can reach users in more ways than ever but many companies still have their communications teams in silos. In this presentation, you'll learn how to combine push notifications with email to deliver a delightful customer experience.
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Not Just a Hookup: Marrying Your Push & Email Strategies
- 1. Not Just A Hook Up: Marrying Your Push And Email Strategies
- 3. Housekeeping • Webinar will be recorded and emailed out • Have a question during the webinar? - Ask us via the comments box - Q&A time at end of webinar • Let’s get social! Tweet us with: - #pushandemail or @Kahuna
- 4. Agenda - The mobile opportunity: Reaching your customers anytime, anywhere - The challenge: Delivering content that your customers care about - Understanding the difference between channels - How it gets done: Best practices for an integrated push & email strategy
- 5. PUSH EMAIL
- 6. The Mobile Opportunity: Reaching Your Customers Anytime, Anywhere
- 7. Mobile has enhanced your ability to reach customers
- 8. Email has become a mobile channel 70%of emails are opened on mobile devices* *Source: Kahuna customers who opted into benchmarking
- 9. Push remains the most effective way to re- engage your app audience Company now With great power comes great responsibility slide to view 64% of customers are opted in to receive push messaging
- 10. Push remains the most effective way to re- engage your app audience Company now With great power comes great responsibility slide to view 125% 30 day retention uplift for users who have received push messaging
- 11. Both channels benefit from customers now being “always on”
- 12. Consumers are hooked on their devices 44% of US adults say they could not go one day without their mobile phone
- 13. Consumers are hooked on their devices 81% of consumers say they keep their phone near them at all times while they are awake.
- 14. Consumers are hooked on their devices 63% of consumers say they sleep with their phone as well.
- 15. The Challenge: Delivering content that your customers care about
- 16. Always on doesn’t mean, always wanting to be messaged YoHey Hi Look here
- 17. It’s made clear when we examine the effectiveness of old approaches Emails sent from businesses to consumers are up 14% since 2013 Email click-to-open rates are down 25% since 2013 Source: eMarketer
- 18. Many customers delete promotional email without even reading them 42%delete promotional email without reading it Source: Forrester Research, “Take Advantage of Positive Email Attitudes”
- 19. And, taking the wrong approach to push won’t drive the results you want Push Uninstall Rate & Opt-out
- 20. Understanding the difference between channels
- 21. Email and push span digital engagement channels PC Mobile Tablet Wearables Email Push
- 22. How do you decide which to use? Push EmailOR
- 23. How do you decide which to use? Push Email Goal OR Consider: Message Content Channel Availability Response Rate Timing
- 24. When to Use Email Push Email Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive is (e.g., refinancing a loan) the better suited a message is to email. Message: Longer, more content heavy messages. Availability: All users opted in to receiving email. Response Rate: Low Timing: Non-immediate
- 25. When to use Push Push Email Goal: Bring users back into the app and incentivize action Message: Short, simple with a specific call to action Availability: Can only be sent to users who have downloaded the app and are opted in to push Response Rate: High Timing: Immediate
- 26. How it gets done
- 27. THE KAHUNA APPROACH. Understand Engage Optimize It requires a new approach
- 28. Create a centralized view of the customer Jessica Smith Sunday, 9AM BEST TIME / DAY TO CONTACT 28 day ago DORMANT SINCE Mar 20, 2014 LAST USE Jan 4, 2014 FIRST USE j.smith@email.com Lifetime value More about Jessica User credentials Jessica’s devices Jessica’s top activities 5 TOTAL PURCH. 9 TOTAL ITEMS $1,927.00 PURCHASE HISTORY j.smith@email.com EMAIL jessica.smith USERNAME iPhone iPad Safari on mobile Galaxy s5 Google Chrome on desktop Added to cart Purchased Viewed Black Gucci handbag LAST ITEM VIEWED Chanel Sunglasses LAST ITEM PURCHASED Handbag LAST CATEGORY VIEWED Accessories LAST CATEGORY PURCHASED New York LOCATION USER INFORMATION BEHAVIOR OVERVIEW
- 29. Know which channel to use Sarah - Having company? Come in Tuesday after work for half off all organics. Jo - Get Fueled! Come in Friday before soccer for half off all bacon burgers. Tim - Looking for a late night snack? We’re open. Come in now for half off all slices.
- 30. Orchestrate an automated “chain of command” Push Email In-app
- 31. Find the right cadence for your audience Listia’s Onboarding emails receive higher engagement rates when they are based off of real time goal completion data and aren’t spammy.
- 32. Test and iterate, fast
- 33. Have metrics that measure action, not simply clicks or opens
- 34. For email: Look to quantify what happens after the open & click • Delivered • Open • Click- through • Invalid/rejected • Blocked • Bounced • Spam reported • Unsubscribe Classic Email Metrics
- 35. For email: Look to quantify what happens after the open & click • Delivered • Open • Click-through • Invalid/rejected • Blocked • Bounced • Spam reported • Unsubscribe Classic Email Metrics + + + Metrics To Add Email goal achievement (through lifecycle) Email engagement rate Engagement uplift
- 36. For push: Focus on the action and positive experience indicators • Scheduled • Delivered Basic Push Metrics Metrics that Matter Email engagement rate + + + Goals achievedEngagement rate Uninstalls & push opt outs
- 37. Five universal best practices for push and email
- 38. 1) Individually personalize the content Personalization made easy. Simply pair merge tags with Kahuna- recorded attribute & event data.
- 39. 2) Optimize for best performing copy 12x conversion rate on best performing copy 87%+ distribution of that copy, automatically, using RevIQ A B
- 40. 3) Time it right
- 41. 3) Time it right PREFERRED TIME OF DAY %OFUSERS 8 PM4 PM12 NOON 8 AM4 AM12 AM 10.5 % 7.5 % 4.5 % 1.5 % 10 PM 12 PM
- 42. 3) Time it right Browse products Add to cart Purchase
- 43. 4) Remove the hurdles
- 44. 5) Let machine learning do the heavy lifting
- 45. Recap: Do’s and Don’ts Do Don’t Create a centralized view of the customer Message based on device IDs Understand which channel to use Send blindly through all channels Orchestrate an automated chain of command Have campaigns siloed to one channel only Find the right cadence Over message to drive results Test and iterate, fast Make a series of educated guesses that don’t build off prior learnings Prioritize metrics that speak to customer actions taken and the overall experience Default to tired metrics that don’t convey the real value of push and email programs
- 46. Questions?
- 47. Let’s stay in touch +1.650.285.0210 info@kahuna.com To learn more visit KAHUNA.COM
Editor's Notes
- Hi everyone – thanks for joining us today! Great topic that we’ll be going through – an done that a lot of our customers are thinking about – how to effectively marry you push and email strategies. For today’s agenda, we’ll be covering
- The mobile-first era has ushered in new opportunities and responsibilities for brands. Whether through email, push notifications, or in-app messages, it’s easier than ever to reach customers – anytime, anywhere. Mobile devices haven given brands and marketers better insight into customer behavior and needs then ever before, and the fact that those devices enver leave your customers side, means it’s easier than ever to deliver your message into the palms of your customers
- Already, within Kahuna’s customer base, we’re seeing that 70% of the emails we deliver are opened on mobile devices. Now, it is important to note here, that we work with some incredibly mobile savvy customers – other who operate primarily via an app, so this is a bit higher than some other industry statistics I’ve seen. But, across multiple sources, companies and analysts alike are seeing mobile email open rates well north of 50%.
- This data from eMarketer, I think, sums up the shift we’re seeing nicely. Since 2013, the number of emails sent from businesses to consumers increased by 14%, yet, the email click-to-open ratio has dropped 25% in that same timeframe. Meaning, the declining effectiveness of email encouraged results-driven marketers to … send more emails… probably see this trend in your personal inbox, daily…. Maybe your inbox looks like the one captured here on the slide. Simply put, the old approach is driving diminishing returns for marketers… With Google’s priority inbox limiting promotional email visibility and a consumer base that’s more often than not, only signing up for email to receive discounts – the old standby communication channel… really… is in need of a bit of a facelift.
- Another piece of bad news for marketers is that many customer, despite their improved sentiment around email, report deleting promotional email without ever reading it…. I have to say I’m occasionally guilty of this too… unless there is a particularly snappy or personalized title, I’m likely to gloss right over the email that constantly piling up in my inbox… followed by a massive deleted or archive all at the end of the month a lazy Sunday.
- Ideas to work on Email: Content that should persist or that the customer will need to reference later (receipts, tracking numbers, directions, links to web forms) Use email as a follow up to push -- if a user doesn't’t respond to a push, send a follow up as an email
- Companies need to make sure that each tag on a user – for things like, for example, location or last item viewed – are constantly refreshed as new data comes in and made instantly available to run campaigns off of. Data that’s 3-4 hours behind just won’t cut it, because, as we discussed earlier – communications today need to be immediate. For example, without dynamic tagging, companies trying to message me would think that I still lives in Boston… whereas a company that employs dynamic tagging would realize that I now live in San Francisco… and, oh yeah, I no longer have a strong interest in down winter coats.
- Goal you are trying to drive Customer preferences Optimal engagement
- For example, sending this message to a user if they have not signed in a second time – on any channel – and sending it only once.
- Email engagement rate = more engaged (came back into app w/in 7 days) / delivered Engagement uplift = Email engagement rate versus control group More engaged user = someone that has been back to the app/site within 7 days Goal achievement
- With the trillions of data points that are being collected and constantly refreshed each time the user engages on any touchpoint -- it’s difficult to execute on this strategy. Companies need to make sure that each tag on a user – for things like, for example, location or last item viewed – are constantly refreshed as new data comes in and made instantly available to run campaigns off of. Data that’s 3-4 hours behind just won’t cut it, because, as we discussed earlier – communications today need to be immediate. For example, without dynamic tagging, companies trying to message me would think that I still lives in Boston… whereas a company that employs dynamic tagging would realize that I now live in San Francisco… and, oh yeah, I no longer have a strong interest in down winter coats.
- In another example, a client of ours set a conversion campaign to trigger when a user had added an item to their cart, but not checked out The client selected that they'd like to follow up when this happened within hours -- rather than minutes or days -- so Kahuna automatically tested different latency times As you’ll see, we found that 105 minutes after a user added and item but didn't check out was the timing that generated the highest conversion rate. Also, the platform uses machine learning to understand that significantly more people were converting with a follow up at 105 minutes, and automatically delivered more messages at that ideal time to maximize conversion rates.