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FEATURING THEFEATURING THELATEST RESEARCHLATEST RESEARCH
EmailEmailEmailEmailMarketingMarketing
Five tactics to personalize yourFive tactics to personalize yourFive tactics to personalize your Five tactics to personalize your message for better results message for better results
Sponsored by:Sponsored by:
IntroductionsIntroductionsDaniel Burstein, Director of Editorial Content
/ k hMECLABS/MarketingSherpa@DanielBurstein
Courtney Eckerle, ReporterMECLABS@courtneyeckerle
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Chart 3.30 Tactics utilized to improve email relevance and engagementWhi h f th f ll i t ti i i ti i t i th l d t f il t t d li d tWhich of the following tactics is your organization using to improve the relevance and engagement of email content delivered to subscribers?
39%39%
37%37%
Automatically send email based on triggers
Segment email campaigns based on 37%37%
36%36%
Segment email campaigns based on behavior
Dynamically personalize email content (e g first name in subject line, geo‐…
S t il i b d l
Dynamically personalize email content (e.g. first name in subject line, geo‐
location content)
28%28%
21%21%
Segment email campaigns based on sales cycle
Allow subscribers to specify email preferences via a robust preference …
18%18%
14%14%
Include surveys, trivia or games
Use loyalty / reward programs
12%12%
11%11%
Dedicate resources to produce content for each stage in the buying process
Make use of animated GIF images or video in design
6Source: ©2013 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded December 2012, N=626
Chart 4.21 Email campaign element testing and optimizationWhi h f th f ll i il i l t d ti l t t t ti i f ? Pl l t ll th t lWhich of the following email campaign elements do you routinely test to optimize performance? Please select all that apply.
86%86%62%62%
Subject line
Call‐to‐action
58%58%48%48%47%47%
Message (eg greeting, body, closing)
Days of the week sent
Layout and images
Message (e.g. greeting, body, closing)
46%46%44%44%44%44%
Time of day sent
Landing page
Target audience 44%44%42%42%
32%32%26%26%
Target audience
Personalization
From line
Layout and images specifically for 26%26%Layout and images specifically for mobile viewing
Other
None of the above
22%%
22%%
7Source: ©2013 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded December 2012, N=264
Self‐ assessment…
How often do you test personalization tactics?How often do you test personalization tactics?How often do you test personalization tactics?How often do you test personalization tactics?
What you are goingWhat you are going to learn…
• Creative ways to add a personal touch to email sends• Creative ways to add a personal touch to email sends
• Personalization in subject lines
• Why you should extend personalization to the landing page
• Tips on quickly personalizing a template• Tips on quickly personalizing a template
• How to get just enough information from the consumer
Not this…Not this…Not this…Not this…
The “batch and blast” approach Many marketers fall into the pattern of sending general emails to an entire database over and over again – batch and blast – because they are unsureagain – batch and blast – because they are unsure of how to move to a more targeted approach.
But this….
Humanize content Humanize content Humanize content Humanize content
Three key ideas: Three key ideas: To increase the odds that your emails will find a receptive audience, add human elements
to your email. 11
y
These elements make emails seem more personal, even if you don’t necessarily incorporate any personal
information
22information.
With the rise of social media, your customers expect more than information; they expect personality.
33
Personalize your template* Personalize your templateWith an already created template, it is often easy to
l h f k h
• Personalized with full name
personalize it with a few quick changes:
• Personalized with full name
• Comes from an actual person (“From:” field)
• Signed by an actual person
• Conduct A/B tests by sending different versions of
an email to different segments of your list
Chart 3.34 Subscriber segmentation attributesC t b ib d t i t t li t b d th f ll i tt ib t ?Can you segment subscriber data into separate lists based on the following attributes?
55%55% 29%29% 16%16%Email engagement behavior
53%53% 30%30% 16%16%Purchase history
38%38% 43%43% 19%19%Location in sales pipeline
38%38% 43%43% 19%19%User‐declared personal preferences
28%28% 49%49% 22%22%Email viewing device habits
Yes No Don’t know
15Source: ©2013 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded December 2012, N≥115
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Case Study
Challenge• Marketing team was moving away from batch and blast in favor of
trying targeted marketing for the first time.
Campaign • Chose a group of subscribers who were one‐time big spenders g p g pon the site. • Sent this audience a one‐time promotion to generate revenue,as well as test the viability of the audience as an email segmentas well as test the viability of the audience as an email segment
• Instead of the generic, vague messaging common to batch andblast emails, they focused on a personal connection.
•Source: Email Marketing: 208% higher conversion rate for targeted emails over batch‐and‐blast
From: Devin Kimura, CEO
Subject: Exclusive 20%Exclusive 20% discount just for you, Cortney, From Artbeads’From Artbeads’ CEO Devin Kimura
Case Study
A b k h li i i bj li dChallenge • Aweber knew that personalization in subject lines and
greetings improved results at other companies. However, they were skeptical it could work with their audience.
• Marketing team decided to conduct a test to find out if li ti ll d diff
Campaign
personalization really made a difference. • Rather than testing one email, the team chose to test seven
consecutive emails throughout the month. • Team sent basic A/B test on each of the designated days. A
random half of its list would receive a normal, unaltered email (A) and the second half would receive a test email (B). ( ) ( )
•Source: Email Marketing: 17.36% higher average clickthrough rate in 7 personalized subject line tests
A/B subject line testsA/B subject line testsA/B subject line testsA/B subject line testsEmail A:
E il M k i Ad i F 2 G (Wh K WhEmail Marketing Advice From 2 Guys (Who Know What They’re Doing)
Email B:
[First Name], Email Marketing Advice From 2 Guys (Who Know What They’re Doing)
Results
higher average open rate for personalized 5 13% subject line over regular email 5.13%
higher clickthrough rate for personalized subject line over regular email 17.6% j g
What you need to know: Focusing on a single change to a single!!
What you need to know: Focusing on a single change to a single part of the email across multiple sends allows a definitive conclusion to be drawn from results.
What you need to know:What you need to know:
!!!!
Never lose sight of keeping a compelling offer
and clear call‐to‐action when developingand clear call to action when developing
creative, eye catching email content.
Case Study
Challenge • Helzberg’s charms jewelry were such a strong seller that customers
were almost too familiar with the product. • The online marketing team wanted to promote them but needed• The online marketing team wanted to promote them, but needed
to find a way to make them catch customer’s attention again, and speak to them directly.
• The team designed a promotional campaign that addressed the
Campaign The team designed a promotional campaign that addressed the customer directly, by having the charms spell out their name as a greeting.
•Source: Email Marketing: Helzberg Diamonds garners 288% sales lift with animated, personalized promo
Subject: This free bracelet has your yname on it
Personalization: Charms spelling out the subscriber’s name weresubscriber s name were animated to swing back and forth on the chain
Results
increase in sales compared to the 288% previous week promoting the same collection
to the same audience288%
higher open rate than Helzberg's average for i l il
55% promotional emails
higher clickthrough rate85%
Case Study
Challenge • Moosejaw wanted to find a creative way to insert a human element
that would help them stay relevant and sell an experience to their customers.customers.
• Moosejaw used “madness” campaigns centered on things such as a b k k h h l d k h
Campaign break‐up service, a kissing service that helped customers kiss their crush on New Year’s Eve, and a pizza bribe service that helped subscribers motivate friends and family through food.
• They actually performed these services, and posted several videos of their representatives on YouTube having these conversations.
•Source: Email Relevance: 8 tactics for leveraging timing, segmentation and content
For Moosejaw, this
ResultsResultsFor Moosejaw, this approach was both human, and reflective of the brandthe brand.
The tone of the campaignmirrored thecampaign mirrored the personality of the company.
The electronic communications were a translation
As many disengaged subscribers opened the “100% madness” emails as opposed to those featuring product information or special offers
2X2Xof customer interactions and experiences in‐ featuring product information or special offers. pstore.
What you need to know:What you need to know:Once you personalize your email message,
b fi b f ll i
yy
you can see even more benefit by following through with a personalized landing page.
!!
Following through with personalization from email to landing page canfrom email to landing page can
distinguish even mundane sends.
Case Study
• HP Education Services sent out print catalogs for their IT pro courses,Challenge
HP Education Services sent out print catalogs for their IT pro courses, but began testing web and email as costs mounted.
• Needed to convey huge amounts of information in an email campaign, and have a long lifeand have a long life.
• The team merged their most powerful resources – an online course l HP d d b f h d f
Campaign
catalog at HP.com and a database of thousands of past customers.• Instead of speaking generally, the email sent suggested one course
based off of one they had taken in the past, and the location was chosen to be near to their office.
• The customer’s first and last name were in the URL of the landing page they were directed towards.
•Source: HP Tests Personalized Web Landing Pages for Email and Direct Mail Campaigns ‐‐ Data & Samples
HP’s personalized email, featuring: • Call‐to‐action to go to personal landing page• A recommended courseI f i h• Information on that course• Ability to browse full schedule
HP’s personalized landing page, featuring: • Recommended class• Value proposition• Location• Registration
ll l• Full course catalog
Results
email recipients went to their personal landing 16 5% pages. 16.5%
of those visitors clicked again to either register or surf other course options on the site.
63% or surf other course options on the site.
f h h d h dof those who visited the site converted into purchasing courses31%
Collect information graduallyCollect information gradually* Collect information gradually Collect information gradually
It is a delicate balance for marketers to obtain
necessary customer information, without
asking for so much that it creates friction forasking for so much that it creates friction for
the customer.
Chart 3.24 Form data collectionWhi h f d t d ll t i th i t ti f il ?Which form data do you collect in the registration process for your email program?
100%100%70%70%
Email address
Name
35%35%35%35%33%33%
ZIP code
State
l h b 33%33%29%29%
26%26%
Telephone Number
Country
Street Address
22%22%12%12%12%12%
Other
Age
Gender 12%12%8%8%3%3%
Gender
Salutation
Fax Number
38Source: ©2013 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded December 2012, N=347
Don’t Go OverboardDon’t Go OverboardDon’t Go OverboardDon’t Go Overboard
Don’t go Overboard Don’t go Overboard Effective email marketing goes back to relevancy
– catering to the needs and interests of g f
individual customers. This should be the
foundation of a marketing campaign.
• If you ask for too much information, you can kill the conversion rate on
f f g p g
y , ythe registration page. If you ask for too little, it can be difficult to segment your database.
• One effective tactic can be to gradually ask for information from a customer, as they become more comfortable with your company.
Case Study
• Scotts Miracle‐Gro, a lawn and garden products company, wanted Challenge
, g p p y,to use their email newsletter to deliver locally relevant content to their subscribers. Campaign• Once a consumer registered on Scotts’ website, Scotts invites the
consumer to become a subscriber to their email newsletter, Lawn d d d l ff
Campaign
Care Update, to receive expert advice and special offers. • By using one simple request of a subscriber’s zip code, Scotts was
able to provide valuable product information based on that region’s soil or climate.
• By providing specific links in the newsletter, the email can lead the consumer back to website for further information and helpconsumer back to website for further information and help.
•Source: Email Marketing How‐to: 5 steps to improve your email newsletter
Case Study
• Marketing team wanted to keep the barrier to sign up for their list Challenge
g p g pas easy as possible.
• Still wanted to capture all the information they needed, but they only captured email addresses, so until a purchase was made and they could begin targeting based on purchase behavior they hadthey could begin targeting based on purchase behavior, they had nothing else.
Campaign• The marketing team bypassed the challenge of asking for too much
too fast through what they called “progressive profiling.”• Launched a three part new series of welcome emails that would be
Campaign
Launched a three part new series of welcome emails that would be sent out over the space of seven days.
• Helped improve segmentation without hurting conversion rates, increased revenue by 27%.
•Source: Email Marketing: New tactics for display ads, segmentation and discount promos
Freshpair.com welcome seriesFreshpair.com welcome seriesFreshpair.com welcome seriesFreshpair.com welcome seriesEmail #3Email #3Email #2Email #2Email #1Email #1
Sent at sign‐up Sent day four Sent day sevenCapture product
fReassure subscribers Discount offer
New subscribers first receive an email that asks them to select
preference This send emphasized the value proposition surrounding Freshpair’semail program
If subscribers had not yet purchased, they received this third and asks them to select
which types of products they prefer, men’s or women’s –
email program.
Noted that subscribers would receive: first notice
final welcome email three days after the second (seven days men s or women s
gave them a first datapoint for segmenting their list.
of sales, product information and expert knowledge, first notice of new products.
after the first) that offers them a discount.
g g new products.
Thank You!Thank You!
D i l B t i Di t f Edit i l C t tDaniel Burstein, Director of Editorial ContentMECLABS/MarketingSherpa@DanielBurstein
Courtney Eckerle, ReporterMECLABS@courtneyeckerle@ y