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Using Behavioral Data to Send Impactful Emails
This document summarizes a webinar about using behavioral data to improve email marketing results. It discusses how mobile usage has changed email trends, with 70% of emails now opened on mobile but lower click through rates. It then outlines 5 ways to use mobile behavioral data: 1) leverage cross-channel behavior patterns, 2) personalize content, 3) optimize performing copy, 4) time emails appropriately, and 5) trigger automated campaigns. The document also reviews when to use email versus other channels like push, in-app, or social media based on the goal, message, availability, response rate, and desired timing. It concludes with recommendations to test delivery optimization and integrate email into a multi-channel strategy.
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Using Behavioral Data to Send Impactful Emails
- 1. From SPAM ToBAM! Using Behavioral Data to Send Impactful Emails
- 2. Iām Doug nice tomeet you!
- 3. Housekeeping ā¢ Webinar willbe recorded and emailed out ā¢ Have a question during the webinar? - Ask us via the comments box - Q&A time at end of webinar ā¢ Letās get social! Tweet us with #spam2bam and find us on Twitter @Kahuna
- 4. Agenda ā¢ Email Today:The Good, The Bad, The Ugly ā¢ Five Ways To Use Mobile Behavioral Data To Improve Email Results ā¢ The Role Of Email In A Cross-Channel Messaging Strategy ā¢ Metrics That Matter For The Modern Marketer
- 5. Email Today: TheGood, The Bad, The Ugly
- 6. The good news: Mobilehas enabled email to reach customers anytime and anywhere 70%of emails are opened on mobile devices Source: Kahuna customers who opted into benchmarking
- 7. The good news: Customersentiment around email is improving āI receive too many email offers and promotionsā (percent agreeing) 49% 39% 2010 2014 Base: US online adults (18+) Sources: Forresterās North American Consumer Technographics Online Benchmark Survey (Part 2), 2014 Forresterās North American Technographics Omnibus Survey, Q1 2010
- 8. The good news: Mostmarketers find that email drives ROI 9/10marketers report driving positive ROI from email marketing programs Source: eConsultancy
- 9. The bad news: Youcanāt predict where your message will be seen Source: Gartner (June 2014) 269 276 261 206 256 320 1806 1863 1946 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2013 2014 2015 PCs Tablets Mobile phones (in millions) Tablet sales overtake PC sales Worldwide Device Shipments, 2013 - 2015
- 10. The bad news: Manycustomers delete promotional email without reading them 42%delete promotional email without reading it Source: Forrester Research, āTake Advantage of Positive Email Attitudesā
- 11. The bad news: Theold approach is generating diminishing returns Emails sent from businesses to consumers are up 14% since 2013 Email click-to-open rates are down 25% since 2013 Source: eMarketer
- 12. The Ugly: Optimization toolsare noticeably absent 7%of customers agree that email offers are well timed with their needs Only Source: Forrester Research, āTake Advantage of Positive Email Attitudesā
- 13. 5 Ways ToUse Mobile Behavioral Data To Improve Email Results
- 14. Mobile has fundamentallychanged customer expectations Immediate Simple Contextual
- 15. 1) Use cross-channelbehavior patterns ā Push opt in ā Engaged āEmail verified āFB connected ā Push opt in ā Engaged ā Email verified āFB connected ā Push opt in ā Engaged ā Email verified āFB connected Most likely to read articles on mobile app Most likely to add to cart on mobile web Uses app to browse; buys in person
- 16. 2) Individually personalizethe content Personalization made easy. Simply pair merge tags with Kahuna- recorded attribute & event data.
- 17. 3) Optimize forbest performing copy 12x conversion rate on best performing copy 87%+ distribution of that copy, automatically, using RevIQ A B
- 18. 4) Time itright
- 19. 4) Time itright PREFERRED TIME OF DAY %OFUSERS 8 PM4 PM12 NOON8 AM4 AM12 AM 10.5% 7.5% 4.5% 1.5% 10 PM 12 PM
- 20. 4) Time itright Browse products Add to cart Purchase
- 21. User action/ System action APIcall Message triggered 5) Trigger campaigns programmatically Immediately Within an hour 4 hours OPTIMALLY Same-day OPTIMALLY One week OPTIMALLY
- 22. Emailās Role InA Cross-Channel Messaging Strategy
- 23. Email has alarge reach, regardless of the customerās device of choice PC Mobile Tablet Wearables Email Push In-app Social
- 24. Omnichannel Customer Understanding Push In-App Email Facebook Brands mustbe able to effectively engage users where they are
- 25. Brands must beable to effectively engage users where they are Omnichannel Customer Understanding Push In-App Email Facebook Every customer is different and will have different preferences on how they want to be communicated with
- 26. How do youdecide which to use? Push In-app Email Facebook Consider: ā¢ Goal ā¢ Message Content ā¢ Channel Availability ā¢ Response Rate ā¢ Timing
- 27. When to UseEmail Push In-app Email Facebook Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive (e.g., refinancing a loan), the better suited a message is to email Message: Longer, more content heavy messages Availability: All users opted into receiving email Response Rate: Low Timing: Non-immediate
- 28. When to usePush Push In-app Email Facebook 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 into push Response Rate: High Timing: Immediate
- 29. When to UseIn-App Push In-app Email Facebook Goal: In-app messages are best used to help guide a user through the app experience Message: Shorter than email, longer than push (depends on in-app template used ā full page, banner, standard etc.) Availability: In-app messages can be sent to anyone with the app open Response Rate: High Timing: Immediate (when the user is in the app)
- 30. When to UseFacebook Ads Push In-app Email Facebook Goal: Best used for campaign goals that youāve seen success with from Facebook ads Message: Short, ad format Availability: Any users who have connected their Facebook profile to your app or verified email address Response Rate: Low Timing: Non-immediate
- 31. Email Metrics ThatMatter For The Modern Marketer
- 32. Look to quantifywhat happens after the open & click ā¢ Delivered ā¢ Open ā¢ Click-through ā¢ Invalid/rejected ā¢ Blocked ā¢ Bounced ā¢ Spam reported ā¢ Unsubscribe Classic Email Metrics + + + Metrics To Add Email goal achievement (through lifecycle) Email engagement rate Engagement uplift
- 33. Recommendations ā¢ Track whereyour email is most frequently opened and test, test, test ā¢ Put behavioral data to use with granular targeting, dynamic content personalization, & delivery timing ā¢ Optimize email campaigns in real time to ensure you are delivering the best possible user experience AND business results ā¢ Remember: email should be a part of an integrated communication strategy that includes push, in-app, social, etc.
- 34.
- 35. Letās stay intouch +1.844.465.2486 info@kahuna.com To learn more visit KAHUNA.COM