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the Anatomy of a Personalized Newsletter

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During this webinar, WhatCounts expert Mike Piersa will discuss how to drive revenue from your newsletter through personalization:

- One-to-one content personalization based on web browsing behavior.
- Monetization of real-time offers through behavior based ads.
- How to upsell and cross-sell subscriptions based on in-depth behavioral data.

Walk through implementation of these concepts in your newsletter and get actionable takeaways you can apply immediately to your email program. Pump up the revenue-driving power of your email marketing newsletter through personalization.

Published in: Marketing
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the Anatomy of a Personalized Newsletter

  1. 1. ANATOMY OF A PERSONALIZED NEWSLETTER
  2. 2. TWEET! Follow us on Twitter: @WhatCounts Today’s hashtag: #NewsletterAnatomy
  3. 3. Having technical difficulties? • Use the Q&A dialog box to let us know. • If we can’t help you call Citrix at 888- 259-8414 for technical support. • Or you can chat with a Citrix representative at www.citrixgcs.com/chat. To submit questions during the webinar, use the Q & A chat box. Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 - 2 business days. Mike Piersa Vice President of Sales mpiersa@whatcounts.com TODAY’S SPEAKER
  4. 4. 4
  5. 5. EMAIL NEWSLETTERS Why should you send them? A study of 940 global executives found email newsletters trumped the Internet and mobile apps as a source of news (Quartz). Email’s ROI is on average 28.5 % (DMA). 91% of U.S. adults say they like getting promotional emails from companies they do business with. Of those, 86% would like monthly emails and 61% would like them at least weekly.
  6. 6. 81% increase in click through rates 72% increase in open rates 41% of consumers buy more 70% of brands fail personalize emails Source: Marketing Sherpa and MyBuys Consumer Study WHY PERSONALIZATION?
  7. 7. CHALLENGES TO PERSONALIZATION RIGHT DATA CONTENT AUTOMATION
  8. 8. RIGHT DATA 10 CUSTOMER DATA ANALYTIC DATA SYSTEM DATA ENHANCED DATA
  9. 9. WHAT TYPE OF NEWSLETTER? BEHAVIOR DRIVEN ADVERTISING DRIVEN
  10. 10. CONTENT APPROACH CUSTOMER DRIVENBEHAVIOR DRIVEN
  11. 11. OPT IN & OPT OUT PROCESS
  12. 12. CONTENT 15
  13. 13. BENEFITS OF MODULAR:  Code consistency and accuracy  Design and style consistency  Flexibility and efficient  Cost and time saving benefits MODULAR TEMPLATES 16 HEADER CONTENT #1 CONTENT #2 CONTENT #3 CONTENT #5 CONTENT #6 FOOTER
  14. 14. BEHAVIOR PERSONALIZATION 17
  15. 15. REAL-TIME CONTENT 18
  16. 16. • If gender = male then display article male ad • If mobile device = iphone then display article_Iphone app • If CLTV < than $100, then display article Best Customer offer DYNAMIC STATEMENTS AD NETWORKS • LiveIntent, Double Click, etc. EMAIL MONETIZATION
  17. 17. • Subscription Renewals If subscription_exp_date = < 30 days, then display article_renew • Subscription Cross-Sell If digital_subscription = null and brand_subscription = 1, then display article_digital_sub_promo • Subscription Upsell If brand_subscription = 0, then display article_brand_sub_promo DYNAMIC CONTENT 20
  18. 18. AUTOMATION 21
  19. 19. CONTENT AUTOMATION 22
  20. 20. CAMPAIGN AUTOMATIONCAMPAIGN AUTOMATION TIME-BASED BEHAVIOR BASED
  21. 21. BEST PRACTICES 24
  22. 22. BENCHMARKS 25
  23. 23. BEST DAY 26 MON TUE WED THU FRI SAT SUN LEAST EFFECTIVE MOST EFFECTIVE
  24. 24. BRAND IMPRESSION 27 DECORATIVE NAME • Clearly Recognizable • “Company” newsletter@email.company.com
  25. 25. SUBJECT LINES 28 RESOURCES • http://www.subjectline.com/ • http://litmus.com/resources/subject-line-checker • http://www.subjectlinegold.com/ -
  26. 26. PRE-HEADER TEXT • Specific call-to-action • Summary of content • Support subject line • Coupon details 29 • 85-100 characters • GMAIL = 100 characters • IPHONE = 140 characters
  27. 27. TESTING
  28. 28. EMAIL FONTS 31
  29. 29. COMPATIBILITY 32
  30. 30. MEASUREMENT 33 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 Email Marketing Revenue Trends Promotional Email Transactional Email Revenue-Per-Email $1.54 $1.20 $0.48 $0.39 $0.00 $0.25 $0.50 $0.75 $1.00 $1.25 $1.50 $1.75 Lifecycle Fare Sale Newsletter Ad Hoc Revenue-Per-Email
  31. 31. PARTING THOUGHTS 34
  32. 32. UPCOMING EVENTS… IRCE | June 2- 5 Chicago, IL HITEC | June 15-18 Austin, TX Webinar: Reclaim Revenue: How to Create Effective Abandoned Cart Campaigns
  33. 33. WHATCOUNTS www.whatcounts.com Check out our platform TUESDAY TOUR (every Tuesday) • 2pm EST • 30 Min overview AGENTS OF EMAIL www.agentsofemail.com Let’s start a conversation Lifecycle Email Gap Analysis • Audit of existing campaigns • Recommendations for optimization CONTACT US 36
  34. 34. QUESTIONS?

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