During this webinar, WhatCounts expert Mike Piersa will discuss how to drive revenue from your newsletter through personalization: - One-to-one content personalization based on web browsing behavior. - Monetization of real-time offers through behavior based ads. - How to upsell and cross-sell subscriptions based on in-depth behavioral data. Walk through implementation of these concepts in your newsletter and get actionable takeaways you can apply immediately to your email program. Pump up the revenue-driving power of your email marketing newsletter through personalization.

1. ANATOMY OF A
PERSONALIZED NEWSLETTER

2. TWEET!
Follow us on Twitter:
@WhatCounts
Today’s hashtag:
#NewsletterAnatomy

3. Having technical difficulties?
• Use the Q&A dialog box to let us
know.
• If we can’t help you call Citrix at 888-
259-8414 for technical support.
• Or you can chat with a Citrix
representative at
www.citrixgcs.com/chat.
To submit questions during the webinar,
use the Q & A chat box.
Everyone will receive a link to a recording of
the presentation and a copy of the slide
deck within 1 - 2 business days.
Mike Piersa
Vice President of Sales
mpiersa@whatcounts.com
TODAY’S SPEAKER

4. 4

6. EMAIL NEWSLETTERS
Why should you send them?
A study of 940 global executives found email newsletters trumped the
Internet and mobile apps as a source of news (Quartz).
Email’s ROI is on average 28.5 % (DMA).
91% of U.S. adults say they like getting promotional emails from
companies they do business with. Of those, 86% would like monthly emails
and 61% would like them at least weekly.

7. 81% increase in click through rates
72% increase in open rates
41% of consumers buy more
70% of brands fail personalize emails
Source: Marketing Sherpa and MyBuys Consumer Study
WHY PERSONALIZATION?

9. CHALLENGES TO PERSONALIZATION
RIGHT DATA CONTENT AUTOMATION

10. RIGHT DATA
10
CUSTOMER DATA ANALYTIC DATA SYSTEM DATA ENHANCED DATA

11. WHAT TYPE OF NEWSLETTER?
BEHAVIOR DRIVEN ADVERTISING DRIVEN

12. CONTENT APPROACH
CUSTOMER DRIVENBEHAVIOR DRIVEN

14. OPT IN & OPT OUT PROCESS

15. CONTENT
15

16. BENEFITS OF MODULAR:
 Code consistency and accuracy
 Design and style consistency
 Flexibility and efficient
 Cost and time saving benefits
MODULAR
TEMPLATES
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HEADER
CONTENT #1
CONTENT #2
CONTENT #3
CONTENT #5
CONTENT #6
FOOTER

17. BEHAVIOR PERSONALIZATION
17

18. REAL-TIME CONTENT
18

19. • If gender = male then display
article male ad
• If mobile device = iphone then
display article_Iphone app
• If CLTV < than $100, then display
article Best Customer offer
DYNAMIC STATEMENTS AD NETWORKS
• LiveIntent, Double Click, etc.
EMAIL MONETIZATION

20. • Subscription Renewals
If subscription_exp_date = < 30
days, then display article_renew
• Subscription Cross-Sell
If digital_subscription = null and
brand_subscription = 1, then
display article_digital_sub_promo
• Subscription Upsell
If brand_subscription = 0, then
display article_brand_sub_promo
DYNAMIC CONTENT
20

21. AUTOMATION
21

22. CONTENT AUTOMATION
22

23. CAMPAIGN AUTOMATIONCAMPAIGN AUTOMATION
TIME-BASED BEHAVIOR BASED

24. BEST PRACTICES
24

25. BENCHMARKS
25

26. BEST DAY
26
MON
TUE
WED
THU
FRI
SAT
SUN
LEAST EFFECTIVE MOST EFFECTIVE

27. BRAND IMPRESSION
27
DECORATIVE NAME
• Clearly Recognizable
• “Company” newsletter@email.company.com

28. SUBJECT LINES
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RESOURCES
• http://www.subjectline.com/
• http://litmus.com/resources/subject-line-checker
• http://www.subjectlinegold.com/
-

29. PRE-HEADER TEXT
• Specific call-to-action
• Summary of content
• Support subject line
• Coupon details
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• 85-100 characters
• GMAIL = 100 characters
• IPHONE = 140 characters

30. TESTING

31. EMAIL FONTS
31

32. COMPATIBILITY
32

33. MEASUREMENT
33
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
Email Marketing Revenue Trends
Promotional Email Transactional Email Revenue-Per-Email
$1.54
$1.20
$0.48 $0.39
$0.00
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
$1.75
Lifecycle Fare Sale Newsletter Ad Hoc
Revenue-Per-Email

34. PARTING THOUGHTS
34

35. UPCOMING EVENTS…
IRCE | June 2- 5
Chicago, IL
HITEC | June 15-18
Austin, TX
Webinar: Reclaim Revenue:
How to Create Effective
Abandoned Cart Campaigns

36. WHATCOUNTS
www.whatcounts.com
Check out our platform
TUESDAY TOUR (every Tuesday)
• 2pm EST
• 30 Min overview
AGENTS OF EMAIL
www.agentsofemail.com
Let’s start a conversation
Lifecycle Email Gap Analysis
• Audit of existing campaigns
• Recommendations for optimization
CONTACT US
36

37. QUESTIONS?