What are today’s marketers achieving with personalisation? – The Results
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With 56% of marketers regarding email personalisation as having a positive impact on sales, it’s surprising to see not more of them use it to their advantage. Join us for an exciting discussion of the results of the report ‘The State of Digital Personalisation in 2016’ and find out: The effect of personalisation on email KPIs How channels across the marketing mix are used for personalisation The impact of GDPR on personalisation …and much more!
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What are today’s marketers achieving with personalisation? – The Results
- 1. What are today’s marketers achieving with personalisation? – The Results 1
- 2. Welcome • You can hear us, we can’t hear you • There will be time for questions at the end • We are recording the webinar and we’ll send you a follow-up • Join the conversation on Twitter @adestra 2
- 3. About Adestra 3 We are obsessed with making our customers successful; empowering Marketers to achieve their goals and maximize their ROI. Marketing success takes more than technology… We’re not just Software as a Service, we’re Software AND a Service. Established 2004 Over 10 years as a global leader in the email marketing space 10,000 users Sending billions of communications every quarter Oxford, England London, England Dallas, United States Sydney, Australia Native, flexible and connected enterprise functionality 99.99% uptime Award-winning service and thought leadership 98.6% retention rate
- 4. About the IDM The IDM exists to support, encourage and improve marketing performance with development programmes to help you be the best you can be Committed to helping every marketer be the best they can be, the IDM exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top. For over 25 years, it’s been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today’s digital, direct and data marketers. Every IDM programme is designed and delivered by practising marketers, who know what it takes to succeed at the job, and dedicated to helping you succeed in yours. As a not-for-profit organisation, we pledge to continuously reinvest our profits back into Higher Education to find, develop and give the best career start to the next generation of marketing stars. 4
- 5. Meet the speakers Jennifer Watkiss Head of Marketing Communication Adestra Steve Kemish Managing Partner at Junction Agency, Email Expert and IDM tutor 5
- 6. Agenda? 1. Background on personalisation 2. Results from the IDM + Adestra Survey 3. Personalisation: Real-life Examples 6
- 7. 3 in 5 companies want to improve their approach to personalisation 7
- 8. …because most marketers are still in early stages 8
- 9. 9
- 11. IDM Survey Highlights So, how are we doing? 11
- 12. The effect of personalisation on email KPIs 12
- 13. What do you think the benefits of personalisation are? 13
- 14. The marketing mix & personalisation 14
- 15. What type of data do marketers collect? 15
- 16. Will GDPR affect the ability personalisation? 16
- 17. What does this look like in practice? Case Studies 17
- 18. Campaign of the Month Innovation in email: a truly personalised campaign for Meteor customers 117% higher open rate 9 personalisation points 18
- 19. Campaign of the Month Breast Cancer Care achieve an 81% open rate for fundraising welcome email 81% open rate 93% higher click-through compared to previous year 19
- 20. Case study Life’s too short to drink a wine that’s not for you – NakedWines.com’s highly personalised emails 40% conversion rate 8.5% uplift in contribution per customer 20
- 21. Case study Tailored welcome program achieves tenfold increase in revenue per email for pet retailer PetsPyjamas 50% increase in open rate Tenfold increase in revenue 21
- 23. Case study Serious Sport drives engagement and conversions with uniquely personalised product recommendations 146% increase in open rate £55 average order value 23
- 24. Case study Penguin inspire their readers with personalised book recommendations 59% average open rate High conversions 24
- 25. Questions? Download the full report at: http://www.adestra.com/2016personalisation https://www.theidm.com/adestra-research- the-idm-members 25
- 26. ThankYou 26
Editor's Notes
- For over a decade, Adestra has been empowering Marketers to achieve their goals and maximize their ROI. We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software and a Service
- With me today I have Jennifer Watkiss and Steve Kemish. Jen is our Head of Marketing Communications. She an integrated communications specialist with over ten years of demonstrated experience in generating creative marketing programs that deliver solid bottom line results. Steve is a multi award-winning marketer with nearly twenty years of experience in all aspects of digital marketing. He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.
- From the 2016 Email Census - The increase in the availability and quality of data over recent years has meant that the use of personalisation and segmentation has become more widespread. This has also raised consumer expectations – audiences expect marketers to treat them as individuals and, just as importantly, remember them across devices. Link with ROI: Companies claiming to be proficient in personalisation are more than twice as likely to rate the performance of their email campaigns as ‘excellent’ or ‘good’ compared to those not doing personalisation. When looking ahead to the biggest changes to email marketing in five years, personalisation, relevant data and content are the most prominent themes.
- Don’t feel bad though. Back when I was in university, in a year that didn’t begin with a “2” I was studying mobile telephony, and even back then there were ideas and discussions; mostly coming out of companies like NTT DoCoMo in Japan, about your mobile phone being able to communicate with a retail outlet when you walked in, to personalise your shopping experience. That was practically science fiction back in those days. Today it’s called an iBeacon. And it’s still not really taking off the way people imagined. So you’re right that everyone has been talking about personalisation for a long, LONG time. But it’s still very much a work in progress. Photo Credit: <a href="https://www.flickr.com/photos/47022937@N03/29932930300/">GoToVan</a> Flickr via <a href="http://compfight.com">Compfight</a> <a href="https://creativecommons.org/licenses/by/2.0/">cc</a>
- In fact, the latest Gartner Hype Cycle for Digital Marketing and Advertising still has Personalization in the Slope of Enlightenment, with another couple years before it really becomes BAU. So anyone working on this is really at a point where they’re still ahead of the crowd. Your small steps today? Matter. More than you may think.
- Number of years since they first become a customer(based on creating an account on the Meteor website) – This is displayed in various formats throughout the campaigns such as “Happy 8th anniversary” and “It’s been 8 years since your last purchase”. Side image with candles and the number of years celebrated. Displaying the actual date in a user-friendly format – This translates the date format in MessageFocus (YYYY-MM-DD) to read “Maybe you remember making your account back on the 5th January 2011?” A separate block highlighting the purchase history – “Since then you have placed 12 orders with us”. If they haven’t placed any orders since, the text is replaced by “Since then you haven’t placed any orders with us. Maybe our special offers can tempt you?” The copy also translates if the last order was online or over the phone, and displays custom text to suit. A block showing when the customer has last visited the website (login required) – “The last time you visited us and logged into your account was the 16th of January 2016”. A flexible discount code displayed as text and image, varying based on the type of customer (trade or retail as indicated in Meteor’s CRM system). MessageFocus then handles some of these data fields and outputs the personalization in the campaign.
- Each subscriber is greeted with first name personalization, as well as friendly and enthusiastic copy like ‘a big hello from everyone in the team’ and ‘we are thrilled you will be joining us’. To make the email even more relevant, Breast Cancer Care used conditional content to automatically insert the walk location that each fundraiser had signed up for. Testing revealed that segmenting these triggered emails and their content for supporters who had signed up for night or day walks improved engagement.
- The campaign delivers up to five unique wine recommendations with a percentage certainty based on data fed from their recommendation engine. The conditional email content, personalization, calls to action and recommendations are driven by a number of data variables including: Account balance Customer’s basket contents Number of wine recommendations Percentage certainty of recommendation Subscriber first name Number of wines rated Variable call to action driven by customer profile
- PetsPyjamas started by re-building their Welcome Program from one-size fits all messaging to multiple journeys tailored to the customer source. The new program: Starts by offering an incentive for the first purchase and includes a selection of the most popular products This is followed by a filter with two distinct follow-up emails: Customers who have PetPoints will be encouraged to redeem them and offered examples of products Customers who don’t have any PetPoints will be encouraged to create a profile and start earning them by sharing data about their pet such as name, breed, birthday and postcode The next email shares details about PetsPyjamas’ holiday offering This is followed by a set of filters splitting customers into three segments: those who have not used the discount code from the first email will be reminded of it those who’ve made one purchase are given a discount off their next purchase those who have purchased more than once are fed back into their regular marketing campaigns
- The recommendations email includes three products, customized with the customer’s club name and logo. This is achieved using an XML product feed, displaying products based on the customer’s recent purchase. These are prioritized based on various factors including current price, popularity and availability.
- The Penguinspiration project aimed to re-create a bookshop experience via email. Subscribers were promised regular hand-picked and personalized recommendations, and were invited to complete a short questionnaire about their reading habits and preferred genres. Recommendations are delivered in the form of a monthly email newsletter segmented by buyer profile – chart shoppers, heat seekers, connectors, connoisseurs, pioneers and thinkers. The team worked to select titles from the Penguin backlist, with a focus on ‘undiscovered gems’ and to write staff recommendation blurbs specifically for the Penguinspiration newsletters. Affiliate links were used to track direct sales.