Upleveling your Email Experience with Personalization and ESPs
0 likes351 views
The document outlines the agenda for the Advanced Email Marketing Summit over two days. Day 1 includes sessions on delivering personalized customer experiences across channels, using live content to create dynamic emails, and a client case study on first-party data for paid media campaigns. Day 2 covers setting up a marketing technology stack for email success, personalization strategies and email service providers (ESPs) to improve the email experience, and utilizing email analytics to boost performance.
Upleveling your Email Experience with Personalization and ESPs
- 1. The Advanced Email Marketing Summit DAY 1 - TUESDAY, JUNE 22ND Email to Cross-Channel: Delivering the Ultimate Personalized Customer Experience 10-10:45am PT | 1-1:45pm ET Leverage Live Content to Create Dynamic Emails 10:50-11:35am PT | 1:50-2:35pm ET Client Case Study: Using First-Party Data for Paid Media Campaigns 11:40-12:25pm PT | 2:40-3:25pm ET DAY 2 - WEDNESDAY, JUNE 23RD Setting up a Martech Stack for Your Email Success Panel 10-10:45am PT | 1-1:45pm ET Upleveling your Email Experience with Personalization and ESPs 10:50-11:35am PT | 1:50-2:35pm ET Utilizing Email Analytics to Improve Performance 11:40-12:25pm PT | 2:40-3:25pm ET
- 2. Upleveling your Email Experience with Personalization and ESPs
- 3. Today’s Logistics Kerry Mallett Webinar Coordinator Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
- 4. Tinuiti is the largest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 800+ 4 *AdAge Best Places to Work 2019-2021
- 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 6. Our Speakers JENNY TRAN Strategist, CRM & Email ASHLEY GOMES Manager of Partner Success
- 7. Overview ● Why Personalization is Important ● 3 Personalization Strategies to Use Right Now ● Q&A 7
- 8. How would you rate your current personalization strategies? ● Basic (first name personalization) ● Moderate (dynamic images and blocks) ● Advanced (full custom designs and experiences) ● Currently Not Using (but we know we should be) POLL
- 9. 9 Let’s address the elephant in the room… those iOS updates
- 11. Personal connections matter — memorable experiences build lasting relationships
- 12. How does one build a relationship?
- 15. Convenience Trust Quality Successful brands have figured out the art of relationship building and are capitalizing on the opportunity
- 16. They're taking ownership of their growth by controlling the customer experience and the marketing channels they’re delivered in. We call this Owned Marketing.
- 17. Owned Marketing leverages your brand’s most valuable asset — your customer data
- 18. ● Frequently views women’s sandals ● VIP Customer ● Frequently views men’s shoes ● Buys at least once a month Customer data fuels analyses — creating building blocks for personalized marketing
- 19. Customer data fuels analyses — creating building blocks for personalized marketing Holiday Campaign
- 20. 60% Relationship-based personalization is key. Especially leading up to this year’s cyber weekend... Cyber Weekend sales are driven by consumers who engaged with the brand prior to Q3 that same year
- 21. Personalization strategies to use right now 21
- 22. Screenshot Subject lines that stand out INCLUDE THE SHOPPER’S NAME ● Jenny, get up to 20% off! ● Happy birthday, Ashley! REFERENCE THE PRODUCT/CATEGORY ● Get your favorite jeans before they’re gone! ● Get your favorite pants before they’re gone! OTHER SEGMENTS TO CONSIDER ● First-time shopper vs. repeat purchaser ● High cart value vs. low ● Loyalty points balance vs. sign up for loyalty *Personalize pre-header text too! 22
- 23. How to personalize subject lines COLLECT THE DATA ● Collect info when readers sign up for your email list ● Encourage subscribers to update their profiles ● Utilize integrations A/B TEST ● Split-test to uncover the most effective subject lines ● Consider sending cadence in your test plan ● Develop an action plan EXECUTE ● Personalize SLs for your biggest promotions ● Turn your attention to triggered messages ● Boost performance in re-engagement messages 23
- 24. Connect with readers with relevant imagery PERSONALIZE BY DEMOGRAPHICS ● Feature models of similar age to connect with customers ● Use data about gender to recommend relevant products ● Consider your customer’s location & climate in your images UTILIZE PAST PURCHASE DATA ● Tailor images to what was previously purchased ● Upsell by recommending relevant products ● Cross-sell by promoting complementary products 24
- 25. How to personalize imagery ANALYZE YOUR AUDIENCE ● Evaluate your audience based on customer data ● Develop audience personas ● Build segments and prioritize high-intent customer groups DEVELOP CONTENT ● Create content blocks tailored to different personas ● Consider seasonality when creating additional content ELEVATE JOURNEYS ● Deliver a highly personalized experience post-purchase ● Develop deeper relationships with consumers 25
- 26. Trigger emails at the right moment KEEP CUSTOMERS ENGAGED POST-PURCHASE ● Strengthen your relationship after customers have made a purchase ○ Offer how-to tips ○ Drive UGC and request a review ○ Upsell & cross-sell opportunities ● Tailored messaging is most effective if sent in timely fashion INFORM THEIR NEXT PURCHASE ● Trigger a restock email prior to your customer’s predicted next order date ○ Utilize your ESP’s predictive analytics ● A fall-back option is to trigger an email based on how often the item needs to be replenished 26
- 27. How to personalize automations ANALYZE KPIS ● Determine the most effective time to trigger a message ● Consider A/B testing to gain measurable data CREATE TRIGGER EVENTS ● Identify who or what action will trigger the automation ● Use ESP’s predictive analytics ● Implement integrations for custom events DEVELOP AUTOMATIONS ● Create workflows to combine personalization & automation ● It’s not always “set and forget” - continue optimizing 27
- 28. Key Takeaways ● Gather as much data about your subscribers as possible ● Make large scale emails feel like they are 1:1 ● Start with the basics and work your way up
- 29. Schedule Your Consultation with an Email Expert
- 30. Q&A
- 32. Thank you!
- 33. The Advanced Email Marketing Summit DAY 1 - TUESDAY, JUNE 22ND Email to Cross-Channel: Delivering the Ultimate Personalized Customer Experience 10-10:45am PT | 1-1:45pm ET Leverage Live Content to Create Dynamic Emails 10:50-11:35am PT | 1:50-2:35pm ET Client Case Study: Using First-Party Data for Paid Media Campaigns 11:40-12:25pm PT | 2:40-3:25pm ET DAY 2 - WEDNESDAY, JUNE 23RD Setting up a Martech Stack for Your Email Success Panel 10-10:45am PT | 1-1:45pm ET Upleveling your Email Experience with Personalization and ESPs 10:50-11:35am PT | 1:50-2:35pm ET Utilizing Email Analytics to Improve Performance 11:40-12:25pm PT | 2:40-3:25pm ET