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Innovating One-to-One: Designing Personal Digital Experiences
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Transcript of Innovating One-to-One: Designing Personal Digital Experiences
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Designing Personal Digital Experiences
Christopher FrasierSenior Director, Client Success
BlueHornet, a Digital River Company @chrisfrasier
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Agenda
• Email & Digital Marketing at Large
• Relevance & Personalization – Data
– Execution
– Optimization
• Questions
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Email & Digital Marketing at Large
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49%US Online
Consumers are always addressable
60%US consumers own
a smartphone
11-15%Marketers report of online revenue
attributed to email marketing
Did you know?
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As of September 2013, 48% of email was opened on a mobile device
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Relevance & Personalization
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BlueHornet Email Maturity Model
10
SIGN UP
LANDING PAGES
WEB FORMS
PROMOTIONS
OPT-DOWN
WELCOME
BEHAVIORAL DATA
BASIC SEGMENTATION
WINBACK
TRANSACTIONAL
TRIGGERS
POST-PURCHASE UPSELL
REWARDS PROGRAM
FTAF
SHARE TO S0CIAL
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BlueHornet Email Maturity Model
11
SWEEPS
SIGN UP
PREF CENTER
TEXT TO JOIN
LANDING PAGES
WEB FORMS
PROMOTIONS
MOBILE APPS
PROGRESSIVE PROFILING
OPT-DOWN
MOBILE TARGETING
WELCOME
BEHAVIORAL DATA
BASIC SEGMENTATION
WINBACK
TRANSACTIONAL
SOCIAL TARGETING
ABANDON CART
TRIGGERS
POST-PURCHASE UPSELL
REPLENISHMENT TRIGGERS
ADVANCED SEGMENTATION
REWARDS PROGRAM
ENGAGEMENT
SOCIAL EMAIL
FTAF
SHARE TO S0CIAL
EXCLUSIVE OFFERS
REVIEWS
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Value of Targeting
Example StatisticsPromotional Email
Example StatisticsLifecycle Email
Open Rate 18.8% 40% higher26.3%
Click-through Rate 1.9% 9% higher2.1%
Conversion Rate 2.7% 3.1%
Average Order Value $62.89 16% higher$72.8
Revenue-Per-Email $0.03 42% higher$0.05
Unsubscribe Rate 0.099% 0.222%1
15% higher
124% higher
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The Path to Personalization
DATA
Acquisition
Progressive Profiling
PERSONALIZATION
Content
Mobile Design
Social Integration
OPTIMIZATION
Testing
10011010101100010101011010100010111100111010101011010101010110101010101001010110
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Relevance & Personalization:
DATA
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Is Your Data Actionable?
95% 39% 39% 26%
Data within organizations that remains
untapped.
Marketers who think data is collected too
infrequently or not real-time
enough.
Marketers who say they can’t turn their data into actionable
insight.
Organizations that don’t use real-time on-site behavior to
personalize the website experience.
Source: Monetate, June 2013
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Engagement Data
• Engagement segmentation should be a core component of program
• Adjust timing of segment definitions based on your audience• Define clear goals for each segment• Set contact strategy around these segments: lifecycle programs,
frequency, content restrictions, etc.
Engagement Segment Definitions
New New subscriber in the past 30 days
Active Not new + opened or clicked an email in the past 60 days
At Risk Not new + last open or click was 61 to 90 days prior
Inactive Not new + last open or click was more than 91 days ago
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– Progressive Profiling is used to determine what their subscribers look for most in an Insurance Company
– Add the answers to subscriber profiles
– Leverage responses to individualize content
Progressive Profiling METLIFE
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Progressive Profiling CAMBRIDGE INTERACTIVE
– Pre-determine 3-5 additional elements to drive relevance
– Present questions or polls as sub content, generated dynamically, as determined by profile completeness
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Quantity VS. QualityACQUISITION STRATEGIES
QUANTITY
BOTHWeb/Event
Acquisition/Purchase
QUALITYReferral
Organic Site Subscription Subscription at Conversion Text to Join
Social SubscriptionLoyalty Programs
Sweepstakes
Contests Co-Registration
Email Append
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Preference CenterPACSUN
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Test Use of Strategic Lightbox
100%+Result in lift in
average enrollment
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Sweepstakes and Contests
– Minimize data collection (only necessary contact info up-front)
– Name
– Phone (SMS Opportunity)
– Address
– Age
– Opt-In
– Promote social sharing as a referral source
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Social Login
Of consumers have encountered social login
before… 50% use it with 91% satisfied with the social login
experience
88%
Provides access to profile information for better targeting
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Opt-Out SurveyBLINDS GALORE
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Relevance & Personalization:
Execution
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- Simplify your email deployment process by creating one email that contains multiple areas of unique content for each recipient
- Communicate to subscribers on a personalized and relevant level to improve engagement and retention
- Improve revenue & engagement per email rates by up to 2 times
Content PersonalizationOVERVIEW
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Global Hotel Alliance Loyalty Program utilizes dynamic content to provide exclusive, individualized email experiences based on over 1,000 content variations and 7 Different Languages!
• Background Color: The background color changes based on subscriber tier level of Platinum, Gold or Black.
• Main Content: Text changes based on if a subscriber is new to the GHA brand or if they are an existing subscriber as as the subscriber’s brand affiliation.
• Member Account Summary: The account content changes based on subscriber’s profile.
• Offer Content: Offers changes based on subscriber brand affiliation and geographic region. These offers are also randomized.
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3
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Content PersonalizationIN ACTION
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– Use subscribers first name and a real-time content in email partner to personalize the Starbucks cup
Real-Time PersonalizationSTARBUCKS
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Time-Based PersonalizationIdeal Email Channel Revenue Distribution by Email Type
Most robust email marketing programs derive at least 55% of email channel revenue from lifecycle marketing and transactional email
Promotions &
Newsletters60%
Transactional25%
Lifecycle15%
Emails Delivered
Promotions &
Newsletters45%
Transactional20%
Lifecycle35%
Email Revenue
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Time-Based PersonalizationPROGRAM EXAMPLES
• Membership Renewal
• Welcome Series
• Anniversaries
• Event/Geo Based
• Lifecycle Applications
• Re-Engagement of At-Risk Members
• Social Connection
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– Grow social program awareness and increase “friends” by sending an email focused solely on just your social programs
Social Connection
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The Case for Mobile2014 CONSUMER VIEWS
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Mobile Responsive DesignSLACKER RADIO
Increase in click-through with their responsive email
template, jumping from .82% to 4.5%
450%
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Relevance & Personalization:
Optimization
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Vehicle for Testing
– Use subscribers as a focus group
– Test elements like branding and positioning, voice and tone, tag lines and more
– Learn what is resonating with your customers before taking the leap
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100%60% 80%
Metrics-based methodology
DYNAMIC PERSONALIZATION
MULTIVARIATE TESTING
A/B TESTING
INDEPENDENTJUDGEMENT
BEST PRACTICES
A B
Data-driven email optimizationSTATISTICALLY-VALID TESTING FORMS FOUNDATION FOR CONTINUOUS IMPROVEMENT
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Key Takeaways
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– Email is not dead. In many verticals, email remains the cornerstone of the digital marketer’s strategy
– Change is the only constant. Stay focused on your audience and cater to their ever-changing behaviors
– Relevance is still king. Make sure you look at creating personalized experience from a content, timing, behavior and display perspective
– Big Data is great, but, in the meantime, leverage the small data you have in big ways
– Test & Optimize
Key Takeaways
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