Post on 13-Jul-2015
Digital NotificationsCapturing and Engaging Audience
Kelly O’Connell
Solutions Consultant
@kelly_virginia
What are our goals?
Capture Audience
– Opens• Mobile
• Second Send
@kelly_virginia
Engage Audience– Clicks– Conversions
• Relevance
Optimize– A/B Testing
40% of all email opens are now on a mobile device
@kelly_virginia
@kelly_virginia
“Too hard to read”“Difficult to respond to”
“Tedious to scroll”Email Marketing
Juniper Research 2012
Responsive Design
@kelly_virginia
@kelly_virginia
30% tempted to unsubscribe
@kelly_virginia
Automated Second Send
97% increase in opens
They’ve Opened… Now What?
Relevance
ROI
@kelly_virginia
Relevance
Preferences
Topic 1
Topic 2
Topic 3
Topic 4
Behavior
Clicked activity on topics in
@kelly_virginia
Personalization vs. Relevance
Personalization Relevance
Hi Kelly!
63% of consumers are numb to personalization-Economist Intelligence Unit 2013
@kelly_virginia
@kelly_virginia
How to Optimize
• Testing
– From name
– Subject
– Send date/time
– Content
– Design
@kelly_virginia@kelly_virginia
@kelly_virginia
Thank you!
Kelly O’Connell
Solutions Consultant
@kelly_virginia