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The Balancing Act: How to Toe the Line Between Personalization & Privacy
The document covers strategies for capturing and utilizing customer data in marketing while prioritizing privacy. It discusses the importance of personalizing marketing efforts based on different segments, as well as tips for improving email engagement and optimizing the checkout process. Key points include adopting a mobile-first approach and ensuring email deliverability to enhance customer experience and campaign effectiveness.
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The Balancing Act: How to Toe the Line Between Personalization & Privacy
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- 2. 2 Meet Your Experts SamSiegel Director of Account Management Samantha Carnall Senior Account Manager
- 3. 3 The Agenda Howto identify the best customer data How to apply data to marketing programs Two quick tips for personalizing without data
- 4. 4 The Set-up Capturing datawhile maintaining privacy Homepage Page Product Pages Checkout Pages Cart Page • Every site’s architecture is different • Tailor each page’s collection method • Only collect data points necessary to the campaign
- 5. 5 Ask new questionsto determine filters • Last-product viewed • Last-page viewed • Basket value Traditional:
- 6. 6 Ask new questionsto determine filters • Geo-location • Past-browsing history • Net new vs. returning customer Advanced:
- 7. 7 How to Usethe Data Set What You Can Collect? What Does it Tell You? Net new vs. returning customer Returning customer Geo-location California Age-bracket 45-55
- 8. 8 Personalizing based onsegments • Non-incentives based messaging • Product specific creatives • Progress in the sign-up / registration cycle
- 9. 9 Send Compliant &Click-worthy Emails What is the average open rate for banking, finance and insurance industries?
- 10. 10 Send Compliant &Clickworthy Emails Check your email deliverability If open rates are below 40 percent, flag email campaign Remove spam triggers Make sure your server or vendor is an authorized sender Spam Triggers
- 11. 11 2 Quick Tipsfor Engaging without Piles of Data Reduce friction in the checkout process Pre-populate as many fields as possible Incorporate visuals Split test checkout page variations The average checkout process has 14.88 form fields - *Baymard Institute
- 12. 12 2 Quick Tipsfor Engaging without Piles of Data Design for mobile-first Single-step, multi-page checkout process Large and pre-populated form-fills Mobile input type keyboard 74% of millennials say that mobile banking is very important to them. That’s 76% greater than the baby boomer response. *ICBA
- 13. 13 Key Takeaway Tweets Mobileresponsive isn’t enough, mobile-first will win the hearts of mobile customers #NoRevLeftBehind #Avoid #Spammy #SubjectLines #To #Increase #OpenRates Personalize with a proactive checkout experience #NoRevLeftBehind
- 14. 14 Thank you! marketingUS@veinteractive.com Join ournext webinar: 5 Powerful Ways to Segment Your Audience April 12th at 1 p.m.
Editor's Notes
- #2 SH
- #3 SH
- #4 SH
- #5 Personalization in marketing, but overcoming red tape through legal & technical. Finding ways to work with departments so privacy and personalization are satisfied. Fine balance between juggling commercial needs
- #6 SS – instead of using what’s traditionally, industry / cookie-profiling has evolved SC – leverage cookie-date that’s not personal identifying information, able to use these techniques while still
- #7 SS – instead of using what’s traditionally, industry / cookie-profiling has evolved SC – leverage cookie-date that’s not personal identifying information, able to use these techniques while still
- #8 SS – instead of using what’s traditionally, industry / cookie-profiling has evolved SC – leverage cookie-date that’s not personal identifying information, able to use these techniques while still
- #9 SS, SC Verbal examples: Which page did they abandon? – if it’s a specific page, reference the product Product suite – match imagery to product category Sue
- #10 Poll SS, SC
- #12 Poll SS, SC
- #14 Samantha
- #15 Samantha