Using Behavioral Data to Send Impactful Emails
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From SPAM To BAM! Using Behavioral Data to Send Impactful Emails
Transcript of Using Behavioral Data to Send Impactful Emails
From SPAM To BAM!Using Behavioral Data to
Send Impactful Emails
I’m Doug nice to meet you!
Housekeeping
• Webinar will be recorded and emailed out
• Have a question during the webinar?
- Ask us via the comments box
- Q&A time at end of webinar
• Let’s get social! Tweet us with #spam2bam
and find us on Twitter @Kahuna
Agenda
• Email Today: The Good, The Bad, The Ugly
• Five Ways To Use Mobile Behavioral Data To Improve Email Results
• The Role Of Email In A Cross-Channel Messaging Strategy
• Metrics That Matter For The Modern Marketer
Email Today: The Good, The Bad, The Ugly
The good news: Mobile has enabled email to reach customers anytime and anywhere
70%of emails are opened on mobile devices
Source: Kahuna customers who opted into benchmarking
The good news: Customer sentiment around email is improving
“I receive too many email offers and promotions”(percent agreeing)
49%
39%
2010 2014
Base: US online adults (18+)Sources: Forrester’s North American Consumer Technographics Online Benchmark Survey (Part 2), 2014 Forrester’s North American Technographics Omnibus Survey, Q1 2010
The good news: Most marketers find that email drives ROI
9/10 marketers report driving positive ROI from
email marketing programs Source: eConsultancy
The bad news: You can’t predict where your message will be seen
Source: Gartner (June 2014)
269 276
261206 256
320
1806 1863 1946
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2013 2014 2015
PCs Tablets Mobile phones
(in millions)
Tablet sales overtake PC sales
Worldwide Device Shipments, 2013 - 2015
The bad news: Many customers delete promotional email without reading them
42%delete promotional email without reading it
Source: Forrester Research, “Take Advantage of Positive Email Attitudes”
The bad news: The old approach is generating diminishing returns
Emails sent from businesses to consumers are up 14% since
2013
Email click-to-open rates are down 25% since 2013
Source: eMarketer
The Ugly: Optimization tools are noticeably absent
7%of customers agree that email offers are well
timed with their needs
Only
Source: Forrester Research, “Take Advantage of Positive Email Attitudes”
5 Ways To Use Mobile BehavioralData To Improve Email Results
Mobile has fundamentally changed customer expectations
Immediate Simple Contextual
1) Use cross-channel behavior patterns
✗ Push opt in✗ Engaged✓Email verified✓FB connected
✗ Push opt in✗ Engaged✗ Email verified✓FB connected
✓ Push opt in✓ Engaged✓ Email verified✓FB connected
Most likely to read articles on
mobile app
Most likely to add to cart on
mobile web
Uses app to browse; buys in
person
2) Individually personalize the content
Personalization made easy.Simply pair merge tags with Kahuna-
recorded attribute & event data.
3) Optimize for best performing copy
12xconversion rate on best performing copy
87%+distribution of that copy, automatically, using RevIQ
A B
4) Time it right
4) Time it right
PREFERRED TIME OF DAY
% O
F U
SER
S
8 PM4 PM12 NOON8 AM4 AM12 AM
10.5%
7.5%
4.5%
1.5%
10 PM
12 PM
4) Time it right
Browse products Add to cart Purchase
User action/System action API call Message triggered
5) Trigger campaigns programmatically
Immediately Within an hour
4 hoursOPTIMALLY
Same-dayOPTIMALLY
One weekOPTIMALLY
Email’s Role In A Cross-ChannelMessaging Strategy
Email has a large reach, regardless of the customer’s device of choice
PC Mobile Tablet Wearables
Push
In-app
Social
Omnichannel Customer Understanding
Push
In-App
Brands must be able to effectively engage users where they are
Brands must be able to effectively engage users where they are
Omnichannel Customer Understanding
Push
In-App
FacebookEvery customer is different and will have different preferences on how they want to be communicated with
How do you decide which to use?
Push
In-app
Consider:
• Goal
• Message Content
• Channel Availability
• Response Rate
• Timing
When to Use Email
Push
In-app
Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive (e.g., refinancing a loan), the better suited a message is to email
Message: Longer, more content heavy messages
Availability: All users opted into receiving email
Response Rate: Low
Timing: Non-immediate
When to use Push
Push
In-app
Goal: Bring users back into the app and incentivize action
Message: Short, simple with a specific call to action
Availability: Can only be sent to users who have downloaded the app and are opted into push
Response Rate: High
Timing: Immediate
When to Use In-App
Push
In-app
Goal: In-app messages are best used to help guide a user through the app experience
Message: Shorter than email, longer than push (depends on in-app template used –full page, banner, standard etc.)
Availability: In-app messages can be sent to anyone with the app open
Response Rate: High
Timing: Immediate (when the user is in the app)
When to Use Facebook Ads
Push
In-app
Goal: Best used for campaign goals that you’ve seen success with from Facebook ads
Message: Short, ad format
Availability: Any users who have connected their Facebook profile to your app or verified email address
Response Rate: Low
Timing: Non-immediate
Email Metrics That Matter For The Modern Marketer
Look to quantify what happens after the open & click
• Delivered• Open• Click-through• Invalid/rejected• Blocked
• Bounced• Spam reported• Unsubscribe
Classic Email Metrics
+ + +
Metrics To Add
Email goal achievement (through lifecycle)
Email engagement rate
Engagementuplift
Recommendations
• Track where your email is most frequently opened and test, test, test
• Put behavioral data to use with granular targeting, dynamic content personalization, & delivery timing
• Optimize email campaigns in real time to ensure you are delivering the best possible user experience AND business results
• Remember: email should be a part of an integrated communication strategy that includes push, in-app, social, etc.
Questions?
Let’s stay in touch+1.844.465.2486
To learn more visit
KAHUNA.COM
