This presentation explores how digital marketers can use the information that is available about the consumer’s 'digital self' to make their messaging more targeted and relevant, and ensure that they get seen among the multitude of other communications that the average consumer receives on a daily basis.
4. Quiz
What percentage of people say they don’t open emails
because they don’t match their areas of interest?
55%
10% 35% 55%
Source: “Consumer Demand Relevance" (2010)
4
5. Email continues to lead digital marketing
E-mail
Advertising
h
Searcadeshows
Tr
Public
relations
5
6. Email relevance is your future
…targeted emails that leverage Web
site click-stream data on average
generate a nine times improvement in
revenue and as much as 32 times more
in net profit over undifferentiated
broadcast campaigns.
The ROI of Email Relevance
6
7. Why we’re failing at adaptive marketing
“Most marketers are hamstrung with antiquated legacy systems, an inability to ‘talk tech’ with IT
groups, and lack of resources to implement marketing automation projects that improve the quality and
outcome of marketing decisions, as well as the effectiveness and performance of marketing teams and
partners,” CMO Council Calls For Adaptive Marketing
Practices
Date: February 07, 2011
Author: Gayle Kesten, CMO.com
legacy systems + lack of resource
7
9. Centralise digital signals
1ST PARTY DSP
0
25%
50%
75%
100%
Gender
Male
Femal
e
Marital
Status
Single
Married
AD SERVER
Presence
of
Male
No
Yes
2ND PARTY Children
Car
Buying
Process
Beginning
Middle
End
EMERGING / VIDEO
Data Category
Affinity
Scenarios
Pop
So�
Rock
Jazz
PersonasCar
In Market
Male: Recent Delivery
Popula�on
Buyer
Urban
Suburb.
Rural
Density
Visit
Frequency
1-‐5
EMAIL
6-‐10
10+
3RD PARTY
Age
Range
18-‐34
35-‐55
55+
Housing
Type
SITE
Hous Apt
Office
In Market
e
Young Mother
HH
Income
<£50K
>£50K
>£100K
9
10. Identify high value segments
Segment Sent
298,472
Cart
97.6% 1,741
Delivered
Additions
291,296
82.6%
Opened 14.4%
41,870
Checkouts 1,438
Clicked 40.6%
17,003
9.6%
Product Views 109.1%
Orders 138
18,550
Cart Additions 9.4%
1,741
Checkouts
82.6%
STRONG buying
1,438
behaviour, but
9.6%
Orders WEAK order
138
Revenue conversion 10
15. Test multiple offers
Optimize
A
Get 10% off on all Men’s wear
B
Free Shipping All Month!
15
16. Push the winner dynamically on open
Optimize
Get 10% off on all Men’s wear
A
Get 10% off on all Men’s wear
16
17. Push the winner dynamically on open
Optimize
Remaining Opens Email Opens with
List Build & Deploy
Automatically Randomly Served Offers
Management Email
Served Winning Offer
Winner
100%
Production List
Continually Evaluate Confidence Level
18. Make offers relevant based on behaviour
Optimize
Get 10% off on all Men’s wear
Targeted
Recommendations
18
21. Integrated email data looks like…
Integrate
Email campaign data from partner With web analytics data
§ Campaign Attributes § Revenue
§ Opens § Orders
§ Bounces § Conversion Rate
§ Click-through § Average Order Value, etc.
Email Campaign Site Conversion
Metrics Metrics
21
22.
23.
24.
25. Key takeaways
Use the customer’s digital self
Segment and trigger where appropriate
Optimise and integrate for efficiency
25