Perfecting your cross-channel personalization

Perfecting Your Cross-
Channel Personalization
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• You can hear us, we can’t hear you
• There will be time for questions at the end
• We are recording the webinar and we’ll send you a follow-up
• Join the conversation on Twitter: @adestra #adestrawebinar
Welcome

@adestra 3
About Adestra
• 13 years in the email and
marketing automation space
• Empowering marketers to
achieve their goals and
maximize their ROI
• Founded on the principle
that marketing success takes
more than great technology
• Software AND a Service®

@adestra
Claire Barnes
Content & PR Manager
Alex Mocanu
Partnerships Account Manager
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Meet the speakers

@adestra
Alex Mocanu, Adestra Partnerships Account Manager
Industry Experience:
• Over 4 years digital marketing
experience
• 2 years at Adestra working with our
agency clients

@adestra
Providing marketers with the
technology, skills and support to:
• get to know your customers
• increasingly engage them with
relevant and timely
communications, doing this
through…
• combining known attributes,
demographic information and
observed behavior to develop
smart engagement

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• Personalization
• Automation
• Integration
• Optimization
4 Pillars

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• 30 % - Personalization
• 28 % - Automated
Campaigns
• 25 % - Segmentation
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Main Focus in 2017

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• 30 % - Personalization
• 27 % - Automated
Campaigns &
Segmentation
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Main Focus in 2018

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18 x more revenue resulted
by sending relevant emails.

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2018: ROI is up
to £32.28 for
every £1 spent.

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What would you like to do with your email marketing that
you currently cannot do to your satisfaction?

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What would you like to do with your email marketing that
you currently cannot do to your satisfaction?

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Use of personalization is increasing, but there’s room
for growth…

@adestra 15
Use of personalization is increasing, but there’s room
for growth…

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Email is the most personalized channel

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Word cloud time…..

Tips and Tricks to
help with data

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The steps you should consider …
• Audit your acquisition touchpoints
Do you have mechanisms in place for all of your touchpoints? Are they as
efficient and effective as they should be ?
• Set Targets
Make sure that you have realistic expectations and make sure that you are
aware of how much an email address is worth to your business.
Consider the value exchange
Think about what the customer is receiving for giving up their personal data.
• Trigger a welcome email
Receiving a welcome email is now a customer expectation.
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@adestra
Email Acquisition Audit
Print
Advertising
Catalogue
Order forms
Return cards
Product packaging
Email
Transactional emails
Sister brands
Mobile
SMS
Apps
Social
Facebook
Twitter
Pinterest
Instagram
LinkedIn
Blogs
Partners
Call Centre
Inbound
Outbound
In-Store
Till receipts
E-Receipts
Opt-in form
iPads
Return cards
POS
Offers
Competitions
Web
Pop-ups
Quick sign up
Registration process
Purchase process
Display advertising
Web push
notifications
Events/PR
Conferences
Trade Shows
Demos
Courses
Competitions
Consider all potential touchpoints for acquisition.
Do you have a data capture process in place for each of these?

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Increasing revenue through intelligent email
marketing strategy
WithAdestra’s support, Genie Goals implemented some
changes and an automatized welcome email and
nurture program, which resulted in a 206% increase in
newsletters signups in 6 months and £12.59 revenue per
email from welcome email.
206%
increase in signups

@adestra
• Optimal positioning of
email sign up box (above
the fold)
• Incentivized
List size increased by
206% over 6 months
Consider The Value Exchange

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Results:
 Unique Open Rate: 72%
 Conversion Rate: 33%
 Revenue per Email Sent: £12.59
• Sent real-time
• Includes incentive
Importance of Welcome Emails

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Events/PRIn-Store
Mobile
Web Social
Print
Communication is key!!

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Life’s too short to drink a wine
that’s not for you…
NakedWines.com’s 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

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Hyper Personalization
40% conversion
7.9%  profit
per customer
The conditional email content, personalization, calls to
action and recommendations driven by a number of data
variables including:
• Account balance
• Customer’s basket contents
• Number of wine recommendations
• Percentage certainty of recommendation
• Subscriber’s first name
• Number of wines rated
• Call to action driven by customer profile

@adestra
When personalization at scale is
done nicely
WithAdestra’s and Fresh Relevance’s
help,Wolseley are now able to deliver
consistent, personalized and relevant
content across their websites and email
communications.
£66,446
Recovered value
from abandon
baskets
campaigns
39 % open rate
for targeted
campaigns

@adestra
823%
ROI
By combining the power of email and social,
BuzzedUp generated £26K revenue
The success of this nurture email is based on
matching each customer segment with a vehicle
type, achieved by using Facebook advertising and
behavioural data from email reporting.

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38 % open
rate
5.8 % click to
opens
It’s a back and forth …
This is a cross-channel experience that targets
partners of mothers.
Objectives:
• Create a Mother’s Day email with a twist
• Target an audience that wasn’t very obvious.
• Drive subscribers to the Facebook Page

@adestra
3x
Revenue growth
DirectWines achieve 3x revenue growth with a
cross-channel strategy
With help from more2, Direct Wines developed a
Black Friday strategy and executed it across
channels: email, print and customer services using
the same offers and creatives.

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Cross-channel co-ordination
40%
Open Rates
Objectives:
• Drive orders and revenue growth for the
Black Friday period
• Provide a joined-up experience for
customers across channels

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53 % open
rate
52 % click to
opens
Objectives:
• Reduce costs and waste associated with
printed tickets.
• Use a more convenient and feasible option for
attendees to have all the information needed
and present their ticket at the door.
• Improve attendee experience and speed up the
entry process.
• To modernize the process, re-educating
attendees and future proofing the experience.
• To track delivery and responses.
Taking Advantage of Emails & Devices

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Using SMS to increase donor acquisition
“So far we are all extremely happy with the
the response and we’re hoping that SMS will be
SMS will be something that we can use to gain
to gain new donors on each acquisition
acquisition campaign we do.We’re now hoping
now hoping to contact these new donors and
donors and ask if they would like to make a
make a regular contribution to our charity”
charity”
12:1
ROI
276 donations
over the first 11
days

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74%
Increase in
revenue
Using postcode filtering and a cross-channel
strategy to send targeted communications
BuzzedUp created unique video content edited to
include local references: towns and county names.
These short videos were delivered using two
complementary channels: email (using postcode filters)
and Facebook.This cross-channel strategy resulted in
1,110% ROI forTheTaxi Shop

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Animation and personalization keeps
Costa Coffee Club members loyal
A fun animated GIF, lots of personalization
and mobile responsive coding, engaged
just under a million customers in
Costa’s brand and key messaging.
44%
open rate

@adestra
Costa coffee campaign
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@adestra
Key Takeaways
• Personalization is a key pillar of First- Person marketing as if done correctly it
can deliver great results.
• Data is still one of the main impediments, but there are steps you can take. Start
by looking at the current state of your database and your main touchpoints.
• The martech landscape is growing and all of your systems must constantly be
communicating. Use all of the information you gather from across all planforms.
• Ensure your communication is cohesive across all channels as that is how you
get results.
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Perfecting your cross-channel personalization

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