Personalisation drives customer loyalty and improved ROI, yet only 15% of marketers use it successfully. Bill explained how Last Word Media has overcome data challenges, used segmentation and tested personalized content to find out what works to improve their email ROI. His presentation was followed by an interactive session in which we challenged the audience to create a personalization strategy for a range of scenarios.

1. Getting Personal
- our personalisation journey (or data, data, data)
Bill Brand - Subscriptions and CRM Manager, Last Word

2. What’s coming up
• What does personalisation mean for us? Our vision.
• Laying the groundwork – getting the basics right
• What’s in a name?
• Segment to succeed
• Tailoring to the individual
• Respecting the customer
• Was it worth it?
• What next?

3. Last Word
• Last Word, an independent financial media solutions business with
offices in London, Singapore and Hong Kong.
• Launched in 2005, Last Word provides market news, analysis and
comment across the global investment industry.
• Content is delivered across multi-channel platforms - print, digital,
video, research, data and events.
• We are the first choice for wealth managers, financial advisers,
fund selectors, distributors and intermediaries across the globe,
helping them forge the right connections – and make better
informed business decisions.
• And we send 2 million emails a month!

4. Why personalise?
“Half the money I spend on advertising
is wasted; the trouble is I don't know
which half.”
John Wanamaker (1838-1922)

5. Objectives
Business needed to understand the customer and wanted to
increase engagement.
• What’s our vision for data?
• What are we trying to achieve with personalisation?
• What does personalisation mean to our customers?

6. Laying the groundwork
What did we do?
• CRM – single view of the customer
• Audited the data we had
• Started by getting the basics right. Aiming for 100% in key fields
• Overhaul of all forms – what data are we capturing – what do we need & will
use
• Ongoing research projects

7. Collecting the data you are going to need
• What are we going to be sending?
• Now and in the future
• What data do we need to be able
to deliver?
• Add rules to ensure the data you
want is completed

8. What’s in a name?
• Putting data to work with
personalised introductions
• …and subject lines
• Testing plans
• How we went about it
• First step along the
personalisation journey

9. Newsletters – simple change, big impact

10. Events - segment to succeed
Three key pools of data identified:
• Previous attendees (Hot)
• Magazine/Newsletter subscribers (Warm)
• Prospects (Cold)

11. Events – understanding the campaign cycle

12. Events – copy and tailor
The same “campaign” sent to different audience
segments, with different subject lines and tailored content

13. Events – the same but different
The same campaign template is used but with different
messages tailor to the different identified audience segments

14. Digital editions – again, the same but different
The same approach is used on all appropriate email campaigns

15. Preference centre
• Putting control in the hands
of the recipient
• Enabling consumers to
choose what they receive
• Use preference knowledge
to only send content the
recipient wants to receive

16. Results
So what impact did this extra work have?

17. Results - newsletters

18. Results - events

19. Results - websites
Website traffic from Email
2014 - 39.8%
2017 - 57.2%

20. Results - websites
Growth in web traffic to all
four brands
More page impressions
generated every month:
• IA - 63%
• PA - 52%
• FSA - 185%
• EI - 16%

21. Results - event registrations
Registrations from Email
2015 - 37%
2016 - 56%
2017 - 61%

22. Newsletters – what's next
We have been collecting data
on articles readers consume
(and the tags and categories
attached to those stories)
since we introduced a content
wall last year

23. Newsletters – collecting the data you need
Next we are going to
start to tailor the
newsletter content
readers receive
based on the
knowledge of what
they consume.

24. Newsletters – individually tailored content

25. GDPR
Non
Being GDRP compliant goes hand-in-hand with clean data
• Only capture the data consumers are comfortable handing over
• Use only this data to deliver personalised content
• Only send tailored relevant content based on their preferences
Audit the data you have, use the data that is compliant.

26. Thank you.

27. ADESTRA EMAIL SUMMIT
Personalisation Challenge
1. What are the top 3 personalisation tactics you would recommend?
2. What data will they need and where will they get it from?
3. What challenges do you anticipate and how will you overcome them?

28. ADESTRA EMAIL SUMMIT
DATA
Behavioural
Transactional
Customer
Email: opens, clicks, conversion, unsubscribe
Website: views, browse, abandons, purchase
Product purchased, category purchased,
purchase date, order value,
order frequency, AOV
Demographics: Name, gender, age, family,
income
Geographics: address, town, country
B2B: company, occupation, seniority, industry,
specialisms
Preferences: interests, likes/dislikes

29. ADESTRA EMAIL SUMMIT
What’s in your kit?
Personalised and
Conditional
(dynamic) content
Lifecycle and
Behavioural Driven
Programs
Recommendations
Contextual
personalisation