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In a sea of messages, customers will take notice of messages that are relevant and speak to their unique needs. Learn how a popular clothing brand is leveraging Predictive Intelligence to personalize every single message they send—driving more efficient revenue from their email programs and greater engagement across channels.
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Track: Email Marketing
#CNX14
#CNX14
Personalization and Predictive Intelligence: Driving Optimal Engagement from Your Email Marketing
Diesel: Dasha Gastol, Digital Marketing Manager
ExactTarget: Matt Coffman, Director of Product Management, Predictive Intelligence
Track: Email Marketing
#CNX14
Collecting Customer Data, Segmenting and Automating Decisions Offer New Possibilities
to Marketers
Diesel Works to Personalize Every
Single Message They Send to Customers, Driving Relevance
in Every Email
Listening to Customers Can Drive More
Efficient Revenue and Allow You to Market to Individual Customers
Optimizing Email Marketing
1 2 3
Track: Email Marketing
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Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management.
2014 Marketing Cloud Benchmark Report: Predictive Intelligence
Track: Email Marketing
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Track: Email Marketing
#CNX14
WHAT’S THE SOLUTION?
Leveraging the power of Predictive Intelligence technology in your email marketing strategy will make your customers’ ‘keep or delete’ decision effortless with meaningful, personalized content in each email.
Track: Email Marketing
#CNX14
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Why does this matter?
Marketing emails that include personalization through Predictive Intelligence:
• Increase Conversion Rates by 15% to 25%• Improve Open Rates 40% to 55%• Drive Click-Through Rates 25% to 35% • Minimize Opt-Out and Unsubscribe Rates
Track: Email Marketing
#CNX14
Personalization Begins with Real-Time Data
“You can never have too much data – bigger is definitely better. The more data you can collect the finer-grained the results can be.”
Werner VogelsChief Technology Officer, Amazon
Track: Email Marketing
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Get to Know Your Customer
Track: Email Marketing
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Build Cohesive Profiles
Predictive Intelligence powers the engine that observes, collects, stores, and leverages behavioral data
Melissa Smith [email protected] Age 32@MelissaSmith01Chicago, IL Facebook Friend & Email Subscriber
Track: Email Marketing
#CNX14
The data is stored regardless if the customer is known or unknown
Track: Email Marketing
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Algorithms
Algorithms Create Automated Decisions Based on Data…In Real-Time
Observe implicit behaviors online
Capture explicit preferences via Guided Selling and Preferences Centers
Track: Email Marketing
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Without the hassle of managing your data, you can focus on what’s important:
Keeping Customers Engaged
Track: Email Marketing
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Brian’s Profile
HIKING
BLACK
BACKPACK
TENTMOUNTAINS
PANTS WATERPROOF
WINTER
JACKET DENVER, CO.
30% OFF
Track: Email Marketing
#CNX14
Brian’s Profile
HIKING
BLACK
BACKPACK
TENTMOUNTAINS
PANTS WATERPROOF
WINTER
JACKET DENVER, CO.
30% OFF
Track: Email Marketing
#CNX14
Maximize Relevancy with Predictive, Automated Content
Recommend hero graphic images based on what we know about the
visitor in her profile
Recommend topics of articles or ads based on what topics are
most important to the visitor
Products are recommended and personalized based on the
visitor’s profile
Track: Email Marketing
#CNX14
Expand Email Opportunity With Triggered Sends
Track: Email Marketing
#CNX14
Listening + Responding = Real-Time Relationships
Prove your brand is listening to your customers by immediately responding to any interaction they have with you, regardless of the type of interaction.
Track: Email Marketing
#CNX14
Founded in 1978 | Pioneer in denim and casual wear | International iconic brand
Track: Email Marketing
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Goal: Drive More Revenue from the Email Channel
Challenges:• Small marketing team• Siloed data that makes
understanding the customer journey difficult
• Moving to new philosophy around email – different types of metrics
Track: Email Marketing
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EVERY SINGLE Customer is the Target Market
Diesel + Predictive Intelligence :• Real-time data from multiple sources in one place• Distinct profiles clearly define each customer• Algorithms and automation to customize content• Market to one unique individual, not a group
of similar people
Track: Email Marketing
#CNX14
Bridge the gap between web and email
Track: Email Marketing
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Diesel Listens to Customer Cues
Track: Email Marketing
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To Drive More Efficient Revenues
Triggered emails + Personalized Content
• Increase sales conversion rates by 15 to 25%
• Increase click-through rates by 25 to 35%
• Decrease opt-outs and unsubscribes
• Achieve a higher subscriber engagement score
Track: Email Marketing
#CNX14
The End Goal of Personalization
• Deliver the right experience, to the right person, at the right time, in the right channel.
Track: Email Marketing
#CNX14
Predictive Intelligence Technology Gives
Marketers a New Arsenal
Personalized Messages Give Diesel
the Advantage with Customers
Marketing More Efficiently is a Foundation to Achieving
Revenue Goals
Key Takeaways
1 2 3
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
Questions?
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
Prizes!
$50StarbucksGift Card
$10More Gift
Cards
#CNX14
Track: Email Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
