How to Get Personal with Marketing Automation
Kath Pay, Founder of Holistic Email Marketing
Kath PayFounderHolistic Email Marketing
Get your tweet on!
I have a confession
Objective: to enhance the customer experience
So what do consumers want?
A recent study by Yahoo found that most consumers are not only aware of online personalisation but that they believe that it provides added relevance with 78% of those surveyed expressing a desire for some type of personalised content.
Matthew Finn, CRM manager at jewellerybrand Astley Clarke says that implementing personalisation technology to personalisethe online experience
via what he refers to as 'suggestion choreography' has resulted in some 60% uplift in conversion rates.
Improved conversion rates
So, what is personalisation?
Christian Ricci, Chia MonkeyWeb personalisation is a strategy, a marketing tool, and an art.It brings focus to your message and delivers an experience that is customer-oriented and relevant.
Lead with strategy, not technology
How to personalise
3 different types of dataInformed | Behavioural | Transactional
Capture their Digital Body Language
and drive intelligent personalisation
Achieving Personalisationthrough Automation
Combine Behavioural & Transactional data with touch points and technology
Be Customer Service FocusedEvery email sent should provide a customer service
We LOVE Customer Service
Yesreally we do!
Dress up your marketing messages as customer service Customers have a high tolerance for messages which are
helpful Leverage this tolerance but be genuine and helpful
Be customer-service oriented
Be helpful!RETENTION EMAIL
It was sent to customers who had purchased the drill within a given timescale.
Results versus regular email:
Sales per send: 724% increase !!!
Lets be inspired!
Subscribe Popover*Basket Abandonment*
Browse Abandonment*1st Purchase
*repeated at different stages of funnel
Subscribe Popoverand automated email
Basket Abandonment (for unknowns)
Checkout abandonmentCustomer Service
An example email campaign.
Adopt a timed email delivery strategy to engage your customers.
1st Purchase ProgrammeWelcome Subscriber or Registered user
2nd Purchase ProgrammeWelcome Customer
Browse Abandonment Programme
Overtly: Browsed not boughtResults versus general email:
Conversion rate: 44% increase
Note: The conversion rate will be optimised if the products are relevant to what has been browsed
Back in Stock
I think theyre onto something!
Unengaged Customer Programme
Lapsed Customer Programme
Leverage data, touch points and marketing automation technology to deliver a personalised experience for your customers