Sateja Parulekar

1. Let’s Get Personal.
Seven Steps to Build 1:1 Relationships with Email
Sateja Parulaker
Head of Product Marketing
sateja@campaignmonitor.com

2. Question.
Did you ignore an email in
your inbox this morning?

4. Fact.
This year, there will be
104 BILLION emails sent
to consumers every day.
via Radicati (http://radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf)

5. Consumers pay attention
to brands that stand out.
If you’re not talking to your customers by
name, about something relevant to them, when
they’re interested in hearing about it, they’re
probably not even listening to you.
TIMELY
RELEVANT
PERSONALIZED

6. This demand is causing a shift in marketing.
MASS MARKETING
1:1 MARKETING

7. To focus on quality and create long
lasting relationships.
Make your customers feel special.
Why?

8. So how do you get started?

9. Evaluate your marketing
technology stack.
● Does it work for your data needs, team and functionality?
● Choose the technology stack based on marketing
goals, not based on IT-driven objectives
● Select tools your team can actually use so you
can focus on marketing and not technical issues
1
MARKETERS CONSIDER
PERSONALIZATION A CHALLENGE36%
https://www.campaignmonitor.com/resources/guides/email-marketing-strategy/

10. INCREASE IN REVENUE FROM PERSONALIZED
EMAILS OVER 1:MANY MESSAGES18X
2
Choose your customer
master – and commit to it.
● Determine which of your internal business apps will
be the “central source of truth” for customer data.
● Flow your other customer data sources into this single
repository for the most complete profile possible.
● Diligently maintain the health and accuracy of your
customer data to fuel compelling 1:1 messages.
http://www.huffingtonpost.com/christopher-lester/7-stats-that-prove-email-_b_5614903.html

11. 3
OF PEOPLE WILL UNSUBSCRIBE FROM AN EMAIL
LIST BECAUSE THE INFORMATION ISN’T RELEVANT56%
Enrich your customer
data with integrations.
● Map out all the places you collect customer data
● Brainstorm data types to tailor your 1:1 messages:
demographic, website behavior, purchase history, etc.
● How can you use APIs, pre-built integrations to consolidate
this data to leverage in emails?
https://www.emailonacid.com/blog/article/email-marketing/what-techniques-make-your-email-campaign-relevant

13. 4
INCREASE IN REVENUE FROM
SEGMENTED EMAIL LISTS760%
Map out a segmented email
strategy.
● Identify what you want your audience to DO: make
a purchase, read a blog, visit your website, etc.
● Segment your audience based on the data you
are already capturing.
● Analyze existing data to find patterns and insights
that indicate a propensity to do the stated goal.
https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

14. 5
OF ROI COMES FROM SEGMENTED,
TARGETED, AND TRIGGERED CAMPAIGNS77%
Deliver targeted content
to drive the ideal behavior.
● “One size fits all” is no longer an effective
marketing strategy
● Create segments within your subscriber list
and send content that speaks to them directly
● Make your desired next step (“buy now”
or “read the blog”) explicit and simple.
https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

16. 6
OF EMAIL OPENS OCCURS IN THE FIRST HOUR OF
DELIVERY, DROPPING BY HALF IN THE SECOND HOUR.23%
Be thoughtful about
when and how you send.
● Not just right message, but is it “at the right time” and “in
the right way”?
● Look at your data to optimize “when” you send for
maximum engagement.
● Analyze “how” your audience consumes your emails and
cater accordingly.
http://www.superoffice.com/blog/email-open-rates/

17. Regular bulk sending
Time optimized sending

18. 7
ROI FROM EMAIL MARKETING
4400%
Measure, optimize, and iterate.
● Email marketing is not a set it and forget it strategy, but
needs constant monitoring.
● Track the results of your emails to make sure they are
delivering the desired outcomes and if not, iterate.
● Analyze performance at the campaign level, holistically,
and in comparison to your other marketing channels.
https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

19. SXSW creates hyper-targeted email
campaigns that grow sales
Every year hundreds of thousands of creative professionals
descend on the city of Austin to exchange ideas at SXSW’s music,
film, and interactive.
SXSW creates customized campaigns for different audiences, or
segments, based on subscribers’ specific interests, like film
music, or interactive.
Using segmentation SXSW targets subscribers with the
information they choose to receive and is most relevant to them,
which keeps them from cluttering inboxes with irrelevant emails.
INCREASE IN SUBSCRIBERS FROM
SEGMENTING & PERSONALIZING CONTENT140%

20. Chandon leverages customer profiles
that target their tastes.
Through leveraging advanced segmentation and
customer analysis, Chandon is able to deliver targeted
and timely messages tailored directly to club and
non-club members alike to drive more Champagne sales
and elevate bonds to their bubbly brand.
CUSTOMER SUCCESS
FORMER CLUB MEMBERS
ENGAGE WITH EMAIL40%
EMAIL SUBSCRIBERS
HAVE PURCHASED1/4

21. HuffPost delivers The Morning Email in
the right time zone, on the right device.
By sending in each subscriber’s time zone and ensuring
responsive email design, HuffPost knows The Morning
Email will reach their audience in a manner best served
with their morning cup ‘o joe or enjoyed in commute.
CUSTOMER SUCCESS
CTOR
20+%
Insert another engagement
metric1/4

22. Flight Centre automates email offers
based on customer behavior
Flight Centre brings in data from their email, social
properties, and back end systems
From that data, Flight Centre creates highly targeted
segments based on customer interests, behavior, and
engagement with their marketing properties
Based on those segments, Flight Centre triggers
automated customer journeys with personalized vacation
offers to incent higher bookings.
INCREASE IN CLICK-THROUGH RATES
SINCE IMPLEMENTING SEGMENTATION57%

23. 1:1 relationships are more
important than ever.
● Pick a tool to set you and your team up for success
● Store customer data in one central location
● Enrich customer data with integrations
● Develop a segmented messaging strategy
● Deliver targeted content, never spray and pray
● Be mindful about when and how you send
● Learn from each campaign to optimize the next one
DON’T FORGET