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Postal Mail
Name Address Email
Joe Smith 15 Shire Street, New York, NY 10024
Sarah Watson 643 Main Street, Palm Springs, FL 33406
Ken Chapman 514 Broadway St., Los Angeles, CA 90079
Austin Jordan 13 Green St., Salem, NH 03079
Email Append
Jsmith@hotmail.com
Sk8girl@earthlink.net
Kchapman@aol.com
Austin@jordanz.com
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d) A Welcome Email is sent to your
customers to confirm deliverability and
confirm permission.
a) Send your postal database
in for processing.
b) Your file is matched against vendor’s
database. Make sure it is 100% opt-in!
e) The enhanced file
with deliverable email
addresses is sent back
to you.
c) Suppressions are run.
Email Append
Twitter
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Introduction
Phil Davis, CEO
@phildavis1966
phil@rapleaf.com
About Rapleaf
• Technology-based consumer data
company
• At least one data point on 80% of all
U.S. emails
• Over 30 demographic, purchase and
interest data fields
• Highest coverage and accuracy in the
industry
www.rapleaf.com @rapleaf
• Email marketing veteran
• Launched digital agency
• 15 yrs experience in data
driven DM
Understanding Your Subscribers
• Data driven marketing provides the science that drive direct
mail
• It’s time to apply lessons learned from direct mail to improve
email and digital marketing
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The Email Experience…
The Customer Experience
Kick off your email campaign by making a great first
impression.
• Create a
experience for your new
customer.
• Differentiate your brand
by providing for an
engaging experience with
each communication.
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A customer signs up for your email
list
First Impressions
sam845@gmail.com
Who is sam845@gmail.com?
First Impressions
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131
Male
Female
Married Female
w/ Kids
Use 3rd party data to get to
Know your Customer
I’ve lived
in my
house 10
years
I’m a
Mother
I am a
High
Earner
I’m a bargain
shopper
I buy baby
products
I live in
the
Northeast
Listen to the data to better
understand your customer?
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Create a Great First Impression
Armed with the right data.
Ongoing Optimization
Continue to:
• collect behavioral data
• use data to optimize your
marketing campaigns.
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Customer Data Sources
• Who is this customer?
– Demographic Data
• How do they interact with
the brand?
– Purchases
– Email responses
– In-store behavior
– Social interactions
– Web analytics
• Greater customer engagement
• Differentiate your brand in the inbox
• Greatly improve your open and conversion
rates
• Consistent multi-channel experience
• Improve sender reputation scores
Benefits of Data Driven
Campaigns
Purchase
Data
3rd Party
Data
Behavioral
Data
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3. Customize Content
Personalized email content using data sees 30% higher clickthrough
rates
4. Customize Image (and
Content)
Gender Based
Email
Gender Based
+Marital Status
Increase Engagement
!
Jane,
Tired of holiday shopping for your
loved ones?You deserve it:
Treat yourself to aday of relaxation at
ABCSpa: $25 o $100 purchase.
John,
Looking for away to showyour wife just
howmuch they meanto you?
Treat themto aday at ABCSpa. She
deservesit. $25 o $100 purchase.
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Other ways to create campaigns
that convert:
• Customized Offers
• Personalized Call to Actions
• Landing Page Relevance
• Engaged Social Interaction
• Upsell/Cross-sell Automation
What should that Nordstrom’s
email have been?
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Say Hello to the New Marketing
Democracy
• Power to the people
– Everyone can contribute;
– Everyone has influence;
– Everyone has a voice.
• Empowered by digital channels,
people now “vote in” for the winners &
losers in the battle for their hearts,
minds & wallets — & THEY decide when
& where these “elections” are held
In the New Marketing Democracy
• Consumers trust each other
more than they trust you
• Online conversations…
– Persist…forever
– Immediately global &
potentially hyper‐local
• Word of mouth… amplified
by Internet & mobile
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In the New Marketing Democracy
• Non‐linear accounts for 1/3 of
mass‐market TV viewing
• Media glut = tuning out
– Between 30–50% of users have spam
blockers
– At least 20% have pop‐up blockers
– 58% regularly delete the tracking
cookies
• People don’t share ads… they read &
share things that interest them…
Sources: Ramsey Report eMarketer Oliver Wyman
Understanding the Challenge
“Google always gets me everything I want, whenever I want it, so I
don’t have to pay attention until it’s convenient for me”
Media hyper-saturation
+ Time-shifting technologies
+ Selective filtering
Consumers who choose to remain
“unaware” until they inform themselves
Your marketing is a faucet with each customer’s hand on
the spigot
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Content Is Everywhere!
Catalogs
Extensive product selection
- Sorting tools (low to high,
bestselling)
Context
Information to assist shoppers
- Product Selectors
- How to’s
- Unexpected uses for same product
Conversations
Forums for customers to connect with
the brand and with each other
-Reviews, blogs, user videos, social
(SWYN)
Content is Everywhere you Look
• Customer reviews (remember, consumers trust each other
more than they trust you!)
• Videos that educate/demonstrate
• Webinars
• White Papers
• Product purchase guides
• Sponsorships
• Promotions and contests
• Mobile Apps
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Questions?
The Relevancy Group
Connect - chris@therelevancygroup.com
203-856-1296
Connect on Twitter @csmarriott
Produce Engaging Creative–
Every Time
Wacarra Yeomans
Director, Creative Strategy
Responsys, Inc.
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• Most sophisticated systems for measuring Engagement
• Trusted community
• The power of this is and this is not spam
• The greater the community is involved the more
likely for inbox placement.
• The less the community is involved, the more
likely for bulking or filtering
• List Hygiene is key
• How active are the subscribers with the mail
• Email Marketer’s data
• Open/Clicks/Conversions
• ISPs/mailbox provider data
• Who is the mail being sent to?
• How much time do they spend reading ?
• Do they move messages (tabs)
• Time to deletion
• Who is the end user?
The Trusted User
Community
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Be Pro‐Active in Messaging to Non‐
Responders
• Recognize the change in interest
• Provide options (preferences, anyone?)
• Encourage them to re-engage
• Revisit subscribe benefits
• Provide clear and easy unsubscribe
• Honor those choices!
Create Killer Content Using Data to Understand
What Resonates (and What Doesn’t)
Website Page Views
Email Content Click Detail
Facebook Posts with the
Most Likes/Shares/
Comments
Tweets with the Most Re‐
Tweets
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Components of Reputation
• Complaints
• List Hygiene
• IP Permanence
• Infrastructure
• Message Quality
• Engagement
How to Improve Reputation
• Complaints
• FBLs and remove
• List Hygiene
• Keep it clear
• Remove Unknown Users
• Monitor for Spam Traps
• IP Permanence
• Stay put and repair
• Infrastructure
• Review and monitor
• Message Quality
• Test
• Engagement
• Send relevant and engaging content
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How to Improve Engagement
• Ensure you are mailing to the most active users
and purging aged/inactive subscribers
• Be relevant! Ensure your messages are striking a
chord with your subscribers and peak their interest
• Segment your mailstreams
• Remind your users to add you to their address
book
melinda.pleme@returnpath.com
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The Answer is Always, “It
Depends” – So Test It!
Ryan Phelan
• Prior Industry Experience
– Vice President, Strategy at BlueHornet
– Director, Email Marketing & Acquisition at Sears
Holdings
– Responsible for East Coast Operations at
Responsys
• Thought Leadership
– DM News : Email Gets Personal (Cover Story)
– Keynote address – March 2012, EEC12
– Ranked as one of the top 40 Digital Marketing
Strategists in the country by OMI
– Co‐Chair of the EEC
– Member of:
Ryan Phelan
Vice President,
Global Strategic Services
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A|B Testing
Cons
• Populations must be equal
• Time periods must be
significant to judge results
• Limited to one variable so
extended testing can be long
Definition
• 2 email creative that are
identical but with one
element changed in one
version
Pros
• Simple testing that is built
into most email platforms
• Systems usually handle
division of population
• Results are easy to
understand and act upon
Multivariate Testing
Cons
• Populations in each group
must be equal
• Most email populations do
not have enough equal parts
to be statistically relevant
Definition
Using one region in multiple
email creative with changes in
each sent to equal populations to
determine a better performing
email
Pros
• Multiple elements can be
tested at the same time
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Local Control Groups
Cons
• Sometimes hard to manage
from a population
• Some people that are
active/buyers will not get a
message
• Must involve pre‐planning
Definition
Isolation of a small but significant
population from an email
campaign to see what happens
with their behavior against those
that received an email
Pros
• Can show the influence that
and individual email has on a
campaign level
• Population must be reflective
of the entire list
Universal Control Group
Cons
• Isolation of a population
means that some customers
don’t get an email
• Hard sell internally
• Must educate various groups
internally
Definition
Isolating a population over a
longer period of time to see
what their behavior is against
those that receive email
Pros
• Gives email a true ROI
number
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Example Confidence Interval
• We have some results from an A/B Test:
o How much confidence do we have in these estimates?
o Do we feel comfortable enough in the observed gain of .3% to switch
to B?
– It’s all about Sample Size when considering confidence in
Response Rates.
301
Example Confidence Interval
• The 95% Confidence Interval indicates we are 95% certain the RANGE of the interval
captures the True response rate
• We observed B as 0.3% greater than A.
• We can now use our confidence interval for the difference (B – A) to establish how tight
that 0.3% difference is based on our sample sizes
• The range includes A being .8% greater than B all the way to B being 1.4% greater than
A. With this wide range of possibilities, taking action based on our estimates becomes
very dangerous
302
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What needs to be tested
• To develop a plan, take time to define what’s broken
– Mobile creative
– Subjects
– CTA
– Lifestyle images vs action images
– personalization
– Audience/Segment
– Landing page
– Discount type
Get a Plan
1. Develop a plan that lasts from 1‐3 months
1. Set rules for populations
1. What determines a valid population
2. What is success in each test
1. What is the KPI that will be judged
2. Define from prior test/campaigns what the range of KPI success
exists
3. Determine the right amount of time to build a significance to
achieve the desired KPI
4. What are your exclusions
5. Get extra pairs of eyes – make it a team effort
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Report on the Results
• Each test should have a post‐mortem report
– Reason
– Goal
– Creative
– Population
– Results
• Should be one page per report and stored
• How does the result inform the next test
1. Track results
1. You must be able to track testing results
2. Determine who’s on the strike team to examine results
EXERCISES
DMA2013 | Email Testing in the Digital Age