Personalization & Relevancy: Targeting Your Message for Your Audience

Personalization & RelevancyTargeting Your Message for Your Audience

#MakeItPersonal

Personalization & Relevancy

Skip FiduraGlobal Client Services Director, dotmailerChairman, Email Council, UK DMA

Lauren SmithContent Marketing Manager, Litmus

@SkipFidura@dotmailer@litmusapp#MakeItPersonal

Targeting Your Message for Your Audience

Slide 3 Insert name of presentation here in Master slides

Email is king

#MakeItPersonal

4 #MakeItPersonal


Key takeaways1. An ocean apart – Differences and similarities in US and UK2. Across the channels – Where email fits in the mix of online, mobile,

social, and in-store3. This time it’s personal – Name is just the tip of the iceberg4. Especially for you – Your customers expect you to know who they

are5. Standing out from the crowd – The inbox is crowded6. Hard sell vs. soft sell – You need to sell; they don’t have to buy

#MakeItPersonal


Key takeaways1. An ocean apart – Differences and similarities in US and UK2. Across the channels – Where email fits in the mix of online, mobile,

social, and in-store3. This time it’s personal – Name is just the tip of the iceberg4. Especially for you – Your customers expect you to know who they

are5. Standing out from the crowd – The inbox is crowded6. Hard sell vs. soft sell – You need to sell; they don’t have to buy

#MakeItPersonal

Slide 7Insert name of presentation here in Master slides

Why these takeaways?

Personalization:

“Personalized emails deliver six times higher transaction rates, but 70% of brands fail

to use them.”Source: CMO.com

Relevance:

Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their

interests.” Source: Janrain & Harris Interactive

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8

Hype

“Big data driven hyper-personalized contextual omni-channel customer

experiences delivered by cloud based marketing automation solutions”

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9

Reality

“Blah blah driven blah-blah blah blah-blah customer blah delivered by blah blah blah

blah solutions”

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10

Hype

“Big data driven hyper-personalized contextual omni-channel customer

experiences delivered by cloud based marketing automation solutions”

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11

Back to the Future…omni-channel customer experiences…

Right Message

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12


Right Message

Big data driven hyper-personalized …

Right Person

#MakeItPersonal

13


Right Message

Big data driven hyper-personalized …

Right Person

…marketing automation… Right Time

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What customers really want

Easy to do business with

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Recognise who they are

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Anticipate their needs

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Slide 17 of x

Personalization

Recognize who they are

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1818

The impact of personalization

A standard campaign is created and running

Personalizationis added

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1919




60%increase in clickthrough rates

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2020




60%increase in clickthrough rates

25%increase inconversions

#MakeItPersonal


Pop-Overs

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Pop-Overs

60%increase in revenue from email

1670%increase inconversions

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Pop-Overs

Client routinely see a lift

of 200-400% in email

capture on the website

when using popovers

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24

Pop overs are not just for B2C

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Pop overs are B2B, too!

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00% 75.66% 75.13%

Bounce Rate

With Popup Without Popup

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%3.08%

1.52%

Subscription Rate

With Popup Without PopupData provided by and used by permission of Smart Insights

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26 Sign up forms26

Sign up form

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27 Offline to online27

Offline to online

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28 Offline to online28

Offline to online

90%new registrations

40%of registrations taking place outside of store opening hours

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29 Personalization29

Personalization

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30 Personalization30

Personalization

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Slide 31 of x

Relevancy

#MakeItPersonal

32 Personalisation32#MakeItPersonal

33 Relevancy33

Relevancy

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34 Relevancy34

Relevancy

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Last-minute scheduled campaign

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36

Econsultancy Daily Pulse

• Dynamic email alert content based on up to 10 user preferences

• Logic-based email automation

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Build unique journeys• To recognise each customer and

treat them like an individual – you need to offer journeys that at least feel unique.

• Using multipath automation programs with decision nodes you can tailor each customers journey.

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Dynamic landing pages

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Slide 39 of x

The Caveats

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So don’t be this guy …

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… or this guy

#MakeItPersonal

#MakeItPersonal

Download the full report

https://www.dotmailer.com/media/2140/htm-2015-16.pdf?Id=5712&utm_source=Webinar&utm_medium=Website&utm_campaign=P&R-webinar

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