build and optimise campaigns that convert in the age of inbox overload
TRANSCRIPT
Build and optimise campaigns that convert in the age of inbox overload. Jamie Brighton Product Marketing Manager, Adobe
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DIGITAL EMAIL SELF
Why don’t email marketers know me?
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Quiz
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35%
Source: “Consumer Demand Relevance" (2010)
55% 10% 55%
What percentage of people say they don’t open emails because they don’t match their areas of interest?
Email continues to lead digital marketing
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Advertising
Tradeshows
Public relations
E-mail Search
Email relevance is your future
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The ROI of Email Relevance
…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.
Why we’re failing at adaptive marketing
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“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
Improve email conversion in 4 stages
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Integrate
Trigger
Optimise
Segment
Centralise digital signals
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AD SERVER
EMERGING / VIDEO
SITE
DSP
Male Female
Gender
Presence of Children
Housing Type
Visit Frequency
Popula�on Density
Marital Status
Age Range
Car Buying Process
Single Married
Male Yes
Beginning End
So� Rock
No
1-‐5
House
Apt
18-‐34 35-‐55 55+
0 25% 50% 75% 100%
Middle
Urban Rural Suburb.
6-‐10 10+
Category Affinity Pop Jazz
HH Income <£50K >£50K >£100K
Office
In Market Male: Recent Car
Buyer
In Market Young Mother
3RD PARTY
2ND PARTY
1ST PARTY
Data Scenarios Personas Delivery
Identify high value segments
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Segment Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
298,472
97.6%
291,296
14.4%
41,870
40.6%
17,003
109.1%
18,550
9.4%
1,741
82.6%
1,438
9.6%
138
STRONG buying behaviour, but WEAK order conversion
Cart Additions
Checkouts
Orders
1,741
82.6%
1,438
9.6%
138
Improve email conversion in 4 stages
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Integrate
Trigger
Optimise
Segment
Remails work Trigger
Triggered targeted email communications produce 10X greater conversion than Blast Driven email communications
Triggered/Targeted Behaviour Driven Persona Driven Profile Driven Blast Driven
1:1 1:many SOPHISTICATION
RE
VE
NU
E G
EN
ER
ATIO
N
1.1% Conversion Rate
2.8% Conversion Rate
3.9% Conversion Rate
>10% Conversion Rate
Improve email conversion in 4 stages
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Integrate
Trigger
Optimise
Segment
Remarket to lost conversions
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Optimize
Test multiple offers
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Optimize
Free Shipping All Month!
Get 10% off on all Men’s wear
B
A
Push the winner dynamically on open
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Optimize
Get 10% off on all Men’s wear
A Get 10% off on all Men’s wear
Push the winner dynamically on open Optimize
List Management
Build & Deploy Email
Email Opens with Randomly Served Offers
Production List
Continually Evaluate Confidence Level
100% Winner
Remaining Opens Automatically Served Winning Offer
Make offers relevant based on behaviour
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Optimize
Get 10% off on all Men’s wear
Targeted Recommendations
Interactive content drives engagement
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Optimize
Get 10% off on all Men’s wear
Enhanced Product Views
Improve email conversion in 4 stages
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Integrate
Trigger
Optimise
Segment
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Integrated email data looks like… Integrate
With web analytics data
§ Revenue
§ Orders
§ Conversion Rate
§ Average Order Value, etc.
Email campaign data from partner
§ Campaign Attributes
§ Opens
§ Bounces
§ Click-through
Site Conversion Metrics
Email Campaign Metrics
Key takeaways
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Use the customer’s digital self
Segment and trigger where appropriate
Optimise and integrate for efficiency
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