Hyper-Personalize Email using Modular Frameworks

eROI · PERFORMANCE IS ART · eROI.COM

Hyper-Personalized Emailusing Modular FrameworksAUGUST 17, 2016

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@gripsmoke @phil_herbert2

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1. Learn about “hyper-personalization”in emails.

2. Structure-based vs Content-based hyper-personalization

3. Data examples and code-walkthroughs

THREE BIG THINGS WE’LL COVER

@gripsmoke @phil_herbert

Matt GrantskiDEVELOPMENT LEAD

@gripsmoke

Phil HerbertSTRATEGY LEAD

@phil_herbert

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#LITMUSLIVE


1. Segmentation

2. Personalization

3. Hyper-Personalization

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DEFINITIONS

*as told through the magic of Mean Girls GIFs


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Division of a subscriber list into groups of users, based on common attributes.

Segmentation

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1. Segmentation

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DEFINITIONS

Division of a subscriber list into groups of users, based on common attributes.

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Using something we know or assume about a subscriber to try to make them feel valued.

Personalization

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Using something we know or assume about a subscriber to try to make them feel valued.

Personalization

1. Segmentation

2. PersonalizationUsing something we knowor assume about a subscriberto try to make them feel valued.

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Using what you know about someone to fundamentally change their email experience

Hyper-Personalization

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Using what you know about someone to fundamentally change their email experience

Hyper-Personalization

1. Segmentation

2. Personalization

3. Hyper-Personalization

Using what you know aboutsomeone to fundamentally changetheir email experience


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1. Good Data

2. Development Resources

3. Long-term strategy

4. A capable ESP

THINGS YOU WILL NEED


1. Good Data



4. A capable ESP

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Preferences, Product, and/or Behavioral data.

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Good Data


1. Good Data



4. A capable ESP

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Backend code work: scripting, queries, orheavy data processing

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Good Data


1. Good Data



4. A capable ESP

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NOT things you can build on the fly.Make them future proof

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Good Data


1. Good Data



4. A capable ESP

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...We’ll get to this a bit later

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Well–defined segments,

very little product variation,

no development resources, or

the wrong esp

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BUT, IF YOU HAVE... IF YOU HAVE…





the wrong esp

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Well–Defined Segments

Very Little Product Variation

No Development Resources

The Wrong ESP





the wrong esp

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Well–Defined Segments

Very Little Product Variation

No Development Resources

The Wrong ESP

YOU DON’T NEED HYPER-PERSONALIZATION


Let’s start with a case study.

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CHALLENGES

Different product offerings

Facilities that didn’t participate

Different linking structures


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SOLUTIONA modular template that allowed for dynamic product switching based on facility availability.


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Modular design worksby adding contentin modules that youcan easily rearrange.

Think of it as content Legos™


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iCARE CASE STUDY

NewEmail Design


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iCARE CASE STUDY

NewModule Design


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IN YOY SITE TRAFFICAFTER TWO MONTHS

⬆ 68%IN REVENUE PER SEND

⬆ 42%


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TWO WAYS TO HYPER-PERSONALIZE

1. Structure-based

2. Content-based


1. Structure-based

2. Content based

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An email is coded with all possible modules.


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1. Structure-based

2. Content-based


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1. Structure based

2. Content-based

Using Data to Swap Content


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1. Structure based

2. Content-based

Using Data to Swap Content

BONUS! Backend Data Processing


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THE BRUNCH INDEX

We picked a Portland brunch spot based on your preferences and our backend algorithm.


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MODULAR DESIGN

Weather dependent background image tells you the forecast.


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MODULAR DESIGN

We show you how well that choice fits your stated criteria using a spider graph.


And now, code examples…

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Check out eroi.com/litmus

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http://eroi.com/litmus

Fill out the short form to see glimpsesof hyper-personalization.


First, an example of how the datamight be structured.

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Email Address (KEY)

Fave Mean Girl

Email Interest

Web Interest

Social Interest

[email protected] Janis Ian Y Y

[email protected] Regina George

Y Y Y


We can create structure-based hyper-personalization throughthe use of AMPScript.

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MARGINS We can create structure-based hyper-personalization through the

use of AMPScript.


AMPScript. Vintage!So adorable!


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Setting up your variables(Subscriber List)

%%[VAR @meangirl, @email_i, @web_i, @social_iSET @meangirl = [Mean Girl]SET @email_i = [Email Interest]SET @web_i = [Web Interest]SET @social_i = [Social Interest]

]%%


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Setting up your variables(Data Extension)

1 VAR @meangirl2 SET @rowcount = RowCount(LookUpRows(“DE

NAME”, “SubscriberKey”, SubscriberKey))3 IF @rowcount > 0 THEN

SET @rows = LookUpRows("DE NAME", "SubscriberKey", SubscriberKey)

SET @row = ROW(@rows,1) SET @meangirl = Field(@row, "Mean Girl")

ENDIF


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%%[IF @email_i == ‘Y’ THEN]%%<table><tr><td>Special module about email</td></tr></table>%%[ENDIF]%%%%[IF @social_i == ‘Y’ THEN]%%<table><tr><td>Special module about social</td></tr></table>%%[ENDIF]%%

AMPScript


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We can also do it in IBM Marketing Cloud (née Silverpop) through the use of relational tables and queries to fetch our information.


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A query can fetch subscriber keys to match with relational tables,and dynamically bring that data in.

No need for defining any variables!


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Query in an email

Seasonal Items:

%%RT_LOOKUP_BEGIN query="/Shared/

seasonal_query" max_rows="1" %%

%%RT_ROW_BEGIN%%

<table><tr><td>

....

</td></tr></table>

%%RT_ROW_END%%


When evaluating ESPs for Hyper-Personalization,you’ll want to look for specific features:

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Structure-basedDynamic logic inside the email (AMPScript, Queries)

Content-basedDynamic personalization from data tables used creatively in the email

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EVALUATING ESPs

How many permutations are possible?

Actual Coworker,Not an Actor ➜

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FIN


Thank you!

@eroi

eroi.com/litmus


Hyper-Personalize Email using Modular Frameworks

Marketing

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