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Ryan Phelan - First Person Marketing: Using Data to Drive Higher Email Results
- 1. FIRST PERSON MARKETING: Using Data to Drive Higher Email Results August 2018 | Minneapolis, MN
- 2. Obsessive, award Winning customer service with 98.7% client satisfaction rate. 13 Years as a leader in the email marketing space with thousands of users. Account structure for complex organizations and agencies. Native Enterprise tools that you will use, not pay extra for which maximizes revenue. In app chat, quick response phone or email to provide the quickest service in the industry. Bad Service Stinks! It slows down your production and goals. Who wants to wait for success? Our platform and company is built on the fact that we’re not just Software as a Service, we’re Software and a Service
- 3. What I want to talk about is data.
- 5. We access it on our phones…
- 10. It’s closer than you think… The Addressable Consumer is the future of advertising (and it’s been possible for years) The carrier notes that its AdWorks unit has annualized revenues of more than $1 billion, and there could be significant scope for growth as it further improves its addressable advertising capabilities.
- 11. …when they have 3 addresses How do you identify a consumer...
- 13. Email Continues to “Bring Home the Bacon”
- 14. Only 33% are doing advanced segmentation Source: Adestra 2016 Email Marketing Industry Census
- 15. We don’t know our subscribers well enough
- 16. Our acquisition is flawed because we don’t know the customer
- 17. Source: eMarketer September 2016 75%Of that revenue is for google and Facebook
- 18. This is where our money is going…
- 19. Total contacts = 3,000,000 Records being fully used = 3,000 STOP ALL ADVERTISING!!!
- 20. It’s like we enjoy having the same customer… …multiple times on our CRM believing they look different. We have to become first person marketers
- 21. 21 Understanding your customer takes FOCUS outside of what you know Interests Preferences Device usage Life stages Product propensities
- 22. Time to rebuild your own house to recognize the consumer and laser target your customers
- 23. 23View Full Case Study Life’s too short to drink a wine that’s not for you… NakedWines automated product recommendation emails deliver a highly personalized customer experience, increasing conversions and profit per customer. 40% conversion rate 7.9% increase in profit per customer
- 24. NakedWines: Examples of FPM First-Person Marketing is integrating data into every step of the marketing communication and being able to do it at scale
- 25. Digital Marketing Future (Present) State
- 26. Incremental Innovation with the right partner makes First-Person Marketing do-able
- 29. Time to jump into the big bowl
- 30. Email Continues to “Bring Home the Bacon”
Notas do Editor
- Ok, in all seriousness, what I want to talk about is data. Specifically email and how all of you in the room are literally sitting in the center of the digital universe.
- This simple email address can unlock so much data on you.
- But when we think about email, we have 2 perspectives. First is the campaign we do everyday, and the second is about how we consume that in our personal lives. I want us today to think about both sides of this chasm. ON the personal side, an email address is accessed on our phone
- Retailers have it cause we give it for receipts or savings
- Doctors have our email address
- Our home information has it
- Even banks have it. The information that can be consolidated based on your email address is amazing….and very scary
- But how can we link all that data when the average consumer has 3 email addresses. Linkedin and Yahoo B2B – B2C
- Especially when we as marketers are devaluing email like this.
- I mean, yes. Email continues it’s reign in digital advertising in North America and brings home the REAL BACON. Yes. US BACON RULES. And there is a need to create
- Yet only 1/3 are actually going farther. Where customers are expecting to see you go. Not using what they have... Not adding to it.
- We haven’t really unlocked the world of this key – with big data. My understanding is that 75% are still doing batch and blast. How do we change that??
- Think about it. On average, UK advertisers are spending £253 per connected user on advertising. How much are we wasting cuase we’re acquiring customers we already have?
- We’re literally pouring money down the toilet
- This is the marketing plan of the future... Where it’s going. And it’s not easy to get here.
- So where to start? Where are marketers that are succeeding? Strategy. Live in Strat – not in tactic.
- I mean, yes. Email continues it’s reign in digital advertising in the US and Canada and brings home the REAL BACON. Yes. US BACON RULES.